• Assuming you work for an agency and your client is a global beverage brand who is interested to increase its share of voice on the social media space to its target audience between 18 – 24 years of age in Singapore and Malaysia. • You are required to pitch a social media strategy plan to your client, taking into consideration all the factors that have been covered in this module. • You will be given 40 minutes for the presentation. ASSESSMENT SCRIPT 1
Transcript
• Assuming you work for an agency and your client is a global beverage brand who is interested to increase its share of voice on the social media space to its target audience between 18 – 24 years of age in Singapore and Malaysia.
• You are required to pitch a social media strategy plan to your client, taking into consideration all the factors that have been covered in this module.
• You will be given 40 minutes for the presentation.
ASSESSMENT SCRIPT
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Social Media Strategy Plan Social Media Strategy Plan
for for BrandingBranding
2By Joshua Ang 洪忠明
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F&N recognizes the F&N recognizes the changing lifestyles of changing lifestyles of consumers and the trend consumers and the trend towards the consumption towards the consumption of healthy products.of healthy products.
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WithWith you you can compare search volume patterns can compare search volume patterns across specific regions, categories, time across specific regions, categories, time frames and properties.frames and properties.
allows you allows you to easily track and measure what people to easily track and measure what people are saying about your company across the are saying about your company across the web’s social media landscape in real-time.web’s social media landscape in real-time.
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Findings Analysis for Singapore:•F&N has higher search mentions on the web compared to Pokka.•Search mentions for Yeo’s does not appear in the findings.
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Findings Analysis for Malaysia:•F&N is the leading search mention on the web; Pokka & Yeo’s do not appear in the findings.•Findings suggest that consumers are from urbanised areas based on the location findings.
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Findings Analysis for Singapore and Malaysia:Findings Analysis for Singapore and Malaysia:•F&N’s main competitor is Pokka.F&N’s main competitor is Pokka.•Mentions of F&N’s brand are found mainly on Twitter, Mentions of F&N’s brand are found mainly on Twitter, Facebook and blogs, most of which are positive.Facebook and blogs, most of which are positive.
Brand Name Strength Sentiment Passion Reach
F&N 1% 7:1 36% 15%
Pokka 1% 4:1 33% 14%
Yeo’s 0% 2:1 23% 10%
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SWOT ANALYSISSWOT ANALYSIS
STRENGTHS:STRENGTHS:
An established leader in the food An established leader in the food and beverage arena in both and beverage arena in both
Singapore and MalaysiaSingapore and Malaysia Trusted brand among consumersTrusted brand among consumers
Flavor appeals to most consumersFlavor appeals to most consumers
WEAKNESSES:WEAKNESSES:
Weak presence on social Weak presence on social media spacemedia space Brand loyalty among Brand loyalty among consumers i.e. selective choiceconsumers i.e. selective choice
OPPORTUNITIES:OPPORTUNITIES:
Increase visibilityIncrease visibilityLeverage on existing Leverage on existing
product range such as F&N product range such as F&N SEASONS, Sparkling Drinks SEASONS, Sparkling Drinks
and 100PLUS that already and 100PLUS that already appeal to target audience appeal to target audience
THREATS:THREATS:
Competitors selling Competitors selling similar productssimilar products Market saturation of Market saturation of similar productssimilar products
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THE IDEA (ACTION PLAN)THE IDEA (ACTION PLAN)
Strategy 1:Strategy 1:•Harness the influence of bloggers who are already Harness the influence of bloggers who are already engaged with your brand. They can act as conduits to engaged with your brand. They can act as conduits to connect your target audience to your brandconnect your target audience to your brand
Tactics:Tactics:i.i.Identify bloggers from both Singapore and Malaysia Identify bloggers from both Singapore and Malaysia who are actively engaged with your brand using who are actively engaged with your brand using Google Blogsearch for related blogs about F&NGoogle Blogsearch for related blogs about F&Nii.ii.Use social media tools such as Blog Grader, Use social media tools such as Blog Grader, CubeStat or StatBrain to measure their influence by CubeStat or StatBrain to measure their influence by assessing the number of back-links and estimated assessing the number of back-links and estimated traffictraffic
Influencer 1: Calvin Timo (http://www.calvintimo.com)
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Influencer 2: Darren Ang (http://method86.wordpress.com)
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THE IDEA (ACTION PLAN)THE IDEA (ACTION PLAN)
Strategy 2:Strategy 2:•Attract target audience to engage with the brandAttract target audience to engage with the brand
Tactics:Tactics:Organise events that would involve your target Organise events that would involve your target audience such as F&N’s Microsoft Kinect Singapore audience such as F&N’s Microsoft Kinect Singapore Dance Delight. Microsoft Kinect is a gaming platform Dance Delight. Microsoft Kinect is a gaming platform which is hugely popular with your target audience. which is hugely popular with your target audience. Dance is also a popular form of social activity among Dance is also a popular form of social activity among the target audience.the target audience.
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F&N Big Fun Fest (Dance Mob event)
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F&N Dance Flash Mob
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THE IDEA (ACTION PLAN)THE IDEA (ACTION PLAN)
Strategy 2:Strategy 2:•Attract target audience to engage with the brandAttract target audience to engage with the brand
Tactics:Tactics:1.1.Organise contests for your target audience to come Organise contests for your target audience to come up with a funky design for its beverages and emboss up with a funky design for its beverages and emboss the winner’s name on the product bearing the designthe winner’s name on the product bearing the design2.2.Organise a blog challenge, create a microsite for Organise a blog challenge, create a microsite for target audience to showcase their creativity through target audience to showcase their creativity through dance etc.dance etc.3.3.Invite target audience to participate in social Invite target audience to participate in social activities such as beach outings , flash mobs etc.activities such as beach outings , flash mobs etc.4.4.Reflect your brand by creating separate Facebook Reflect your brand by creating separate Facebook pages for your target audience in Singapore and pages for your target audience in Singapore and MalaysiaMalaysia
F&N Singapore Contests
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F&N Singapore Contests
F&N Malaysia Contests
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F&N Sparkling Drinks Microsite
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F&N SEASONS Microsite
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F&N Spread the Groove Blog
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F&N Singapore Facebook Page
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F&N Seasons SingaporeFacebook Page
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F&N Seasons Malaysia Facebook Page
F&N Singapore Twitter Page
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KPIs AND MEASUREMENTKPIs AND MEASUREMENTKPI 1:KPI 1:•Number of 18 to 24 year old fans on Facebook to Number of 18 to 24 year old fans on Facebook to increase by 15% over three monthsincrease by 15% over three months
Measurement 1:Measurement 1:•Compare number of 18 to 24 year old fans before and Compare number of 18 to 24 year old fans before and after the campaign using Facebook Insightsafter the campaign using Facebook Insights
KPI 2:KPI 2:•Number of 18 to 24 year old who registered “like’’ on Number of 18 to 24 year old who registered “like’’ on Facebook to increase by 20% over three monthsFacebook to increase by 20% over three months
Measurement 2:Measurement 2:•Compare the number of “likes” registered by 18 to 24 Compare the number of “likes” registered by 18 to 24 year olds before and after the campaign using year olds before and after the campaign using Facebook InsightsFacebook Insights
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KPIs AND MEASUREMENTKPIs AND MEASUREMENTKPI 3:KPI 3:Number of 18 to 24 year old followers on Twitter to Number of 18 to 24 year old followers on Twitter to increase by 30% over three monthsincrease by 30% over three months
Measurement 3:Measurement 3:Compare the number of 18 to 24 year old followers Compare the number of 18 to 24 year old followers before and after the campaign using Twitalyzerbefore and after the campaign using Twitalyzer
KPI 4:KPI 4:•Number of positive tweets by 18 to 24 year olds to Number of positive tweets by 18 to 24 year olds to increase by 15% over three monthsincrease by 15% over three months
Measurement 4:Measurement 4:•Compare the number of positive tweets by 18 to 24 Compare the number of positive tweets by 18 to 24 year olds before and after the campaign using year olds before and after the campaign using TwitalyzerTwitalyzer
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KPIs AND MEASUREMENTKPIs AND MEASUREMENTKPI 5:KPI 5:Number of bloggers who blog about your brand to Number of bloggers who blog about your brand to increase by 10% over three monthsincrease by 10% over three months
Measurement 5:Measurement 5:Compare the number of bloggers who blog about Compare the number of bloggers who blog about your brand before and after the campaignyour brand before and after the campaign
KPI 6:KPI 6:•Participation numbers of 18 to 24 year olds in Participation numbers of 18 to 24 year olds in contests and other events to increase by 20% over contests and other events to increase by 20% over three monthsthree months
Measurement 6:Measurement 6:•Compare the participation numbers of 18 to 24 year Compare the participation numbers of 18 to 24 year olds before and after the campaignolds before and after the campaign
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KPIs AND MEASUREMENTKPIs AND MEASUREMENTKPI 7:KPI 7:Number of brand mentions on other social media sites Number of brand mentions on other social media sites by target audience to increase by 15% over three by target audience to increase by 15% over three monthsmonths
Measurement 7:Measurement 7:Compare the number of brand mentions on other Compare the number of brand mentions on other social media sites by target audience before and after social media sites by target audience before and after the campaign using Google Alertthe campaign using Google Alert
KPI 8:KPI 8:Number of 18 to 24 year olds who are actively Number of 18 to 24 year olds who are actively engaged in your brand’s microsites to increase by engaged in your brand’s microsites to increase by 20% over three months20% over three months
Measurement 8:Measurement 8:Compare the numbers of 18 to 24 year olds who are Compare the numbers of 18 to 24 year olds who are actively engaged in your brand’s microsites before actively engaged in your brand’s microsites before and after the campaignand after the campaign
