Social Media ProposalBy

Magdalene Tan

Social Media Promotion Objectives

Drive Brand Awareness

Highlight Value

Proposition

Convert Purchasing Behaviour

Stronger conversion to sales

Build up word-of-mouth dispersion – get our consumers

emotionally engaged.

“My first GPS watch” (price point suitable for

entry-level)

“My first wearable tech product”

Consumers to look specifically for Soleus watches at our POS,

rather than just “come across” it.

Types of Social Media Platforms

Content Driven

Visual Driven

Event Driven

Our Existing Channels

SoleusRunningSGNumber of Followers: 3,278

Engagement is higher for profile stories & product reviews; reach is higher for event stories.

Our Existing Channels

SoleusRunningSGNumber of Followers: 422

Engagement is higher for visually compelling product shots.

What We Hope To Achieve

• Multiply the platforms of potential Social Media Engagement that feed content with one another:

o Core Social Media Channels: Facebook & Instagram

o Peripheral Social Media Channels: Twitter, Pinterest, YouTube, Google+, Flickr

• Increased following and engagement on Core Social Media Channels.

• Use Social Media to sustain and reinforce publicity from offline media.

Current Marketing ActivitiesExisting offline marketing activities are operating

independently

Ads and Editorial

reviews in offline and

online fitness publications

Official Timer of big running

events-

HometeamNS Real Run- Run 350

- SCS-Singtel Race Against

Cancer- SAFRA Bay Run & Army

Half-Marathon- Vertical

Marathon

POS Visual Merchandisin

g at Soleus retail outlets

Product Launches/

Press Conferences

Roadshows at race kit

collections, watch sales at departmental

stores

Marketing Affiliate

Partnerships- SAFRA Run

Clinics- Physical

Abuse- The Yoga Co

- 100 Plus- HPB

Engagement of brand

influencers - Personal Trainers, Fitness

instructors, Avid Runners, Running Clubs

Editorials/PR

Sponsorshipof

run events

POS/ VisualMerchandising

PressConferences

Roadshows Affiliates Friends of Soleus

Where we are right now

• POS include departmental stores and specialty watch retailers where direct competitors (Fitbit, Garmin, Polar) do not retail.

• Approx 70% of purchases are low-to-medium involvement purchases (where entry-level price point & attractiveness of design draws consumers);

• Need to increase high involvement purchases (where consumers specifically looks for the brand, rather than just comes across it).

Respectable network of 25 POS in Singapore

Wide range of offline marketing activities

• Largely reactive and unintegrated;

• We are official time keeper of prominent runs with clock display, but there is no “human face” to the brand’

• Need more sustainable profiling of key messages online to support the offline.

What we plan to do

• Identify “man-in-the-street” runners/athletes taking part in the runs we sponsor.

• Profiling of “Friends” in offline channels (magazines/newspapers, POS/ organisers’ websites);

• Video interviews & profiling of “Friends” on both Soleus and run organisers’ Social Media channels.

Better sustainability in publicity

“Friends of Soleus” Programme

“Go Strapless” Campaign

• So far, we have been profiling Soleus in fitness magazines (RUN, Men’s Health, SHAPE), but continued sustainability in-between articles is lacking;

• Content sustainability to be enhanced on Soleus’ social media platforms;

• Ensure all offline and online content are integrated for better top-of-mind recall.

• Current Soleus print ad “Go Strapless” campaign on offline channels (magazine ads, POS)

• Teaser video campaign – “Show us how you go strapless” interviews with runners – on Social Media channels for sustainability to offline publicity.

Current Assets

Sponsorship of Prominent Run Events

– Soleus is official timer of 5 prominent run events with existing following bases that has social media activation;

– Launch and execute “Friends of Soleus” for each run event

Current Assets

Affiliate Tie-Ups

– Soleus has affiliate marketing partnerships with sports clubs that have a loyal following, but these partnerships are not being maximised;

– Launch and execute “Friends of Soleus” for each affiliate programme.

Boutique Gym – Physical Abuse

Boutique Yoga Studio – The Yoga Co

Current Assets

“Go Strapless” Advertisement Campaign

– Mildly provocative ads but yet understandable and humourous;– Catchy phrase that can be executed creatively in photography and

videography;– Need to be extended beyond the advertisement, to the localised

context on Social Media.

Social Media to Integrate Marketing Activities

Steps to INTEGRATION via Social Media

Social media to fill in the “gaps” between the marketing activities to enable integration and sustain publicity

INFORMATION FEEDERS

Run Events Sharing updates on Soleus Social

Media

ACTION

“Friends of Soleus”- Identify influencers from these events for

video/pictorial profiling in Soleus

Social Media

PassiveContent

Generation

Proactive Content

Generation

REVERBERATE/REPLICATE

POS/ Visual Merchandisingat retailers & roadshows

Sharing updates on organisers’ Social Media

Steps to INTEGRATION via Social Media

INFORMATION FEEDERS

Affiliate Partnerships

Sharing updates on Soleus Social

Media

ACTION

“Friends of Soleus”- Identify influencers who are members of

these affiliates for video/pictorial

profiling in Soleus Social Media

PassiveContent

Generation

Proactive Content

Generation

REVERBERATE/REPLICATE

POS/ Visual Merchandisingat retailers & roadshows

Sharing updates on affiliates’ Social Media

Steps to INTEGRATION via Social Media

INFORMATION FEEDERS

Editorials in fitness media Sharing articles

on Soleus Social Media

ACTION

Elaborate on content

featured in editorial

PassiveContent

Generation

Proactive Content

Generation

REVERBERATE/REPLICATE

POS/ Visual Merchandising

“Friends of Soleus”- Pitch influencers for

profiling to fitness media, which in turn are profiled

in Soleus Social Media

Content Driven Social Media Programmes

Engaging Content Generation on Social Media• Profiling of “Friends of Soleus” in an engaging way to

attain higher reach/views;• Boosting of selected posts during on race days and key

fitness dates, e.g. World Yoga Day, Global Running Day.

Video features & interviews with “Friends”

Current “Friends of Soleus”Mohammad Shariff Abdullah(Singapore Blade Runner), participant at Vertical Marathon• First disabled athlete to participate in a

vertical marathonDavid Shum, participant at SAFRA Bay Run• Running Coach• Speaker for Sponsored Soleus talks and

Running ClinicsGale Ng, participant at Race Against Cancer• Breast cancer survivor and part of SCS’

Charity Athlete Programme

Sally Lim, participant at Race Against Cancer• Nose cancer survivor and part of SCS’

Charity Athlete Programme

What we need to do• Expand our range of “Friends of Soleus”

influencers

– Identify more “Friends” and invite members of the public (via our Social Media) to pitch their fitness stories for a chance to get on the programme:• Incentives: Free run event passes, free Soleus GPS watch.

– On-site photography and video interviews before and after run events (similar to mobile TV reporting).

Video features & interviews with “Friends”

Photo features of “Friends” at our run events

Identify candidates amongst “Friends” for “Go Strapless”

“Go Strapless” indicates a more glamourous campaignCandidates need to be more telegenic and photogenic, as well as “gungho” in beauty poses, e.g. fitness trainers from affiliate

clubs.

Jacqui Heng, spinning instructor

Sandra Riley Tang, Yoga instructor

Ng U-Jin, Crossfit instructor

“Go Strapless” video tutorials• Currently we have video tutorials on YouTube from

Soleus US that feature the watches with US instructors.

• “Go Strapless” ambassadors to be our “faces” for new series of video tutorials for Singaporean consumers on Soleus Singapore’s Facebook, Instagram and YouTube.

To produce new series of Soleus tutorials featuring “Go Strapless” glamour fitness trainers

Event Driven Social Media Programmes

Photos/ Video interviews of participants at run events posing with Soleus cut-outs. Get them to follow Soleus Social Media pages using hashtags (#soleusrunningsg)

to win Soleus watches or get a Soleus shoebag.

Run Events

Location-based Services

• Incentivise consumers to register their locations (FourSquare, Facebook, Instagram – using GPS) at Soleus roadshow booths during running/fitness events, to booster association of Soleus with fitness & sports.

Utilise location-based GPS services on Social Media (getting customers to “check-in” on their mobile phones when they visit Soleus booths) to booster Soleus’ online brand association with fitness & sporting activities and venues.

Soleus RoadshowsAt roadshows, get consumers to follow Soleus Social

Media pages (Facebook, Instagram, Google+, Linkedin) and post pictures of Soleus watches with

#soleusrunningsg hashtag to obtain additional discount on Soleus watches.

Enhance customer engagement by getting them to “like” or put up Soleus posts on their own Social Media pages to obtain additional discounts at roadshows.

Virtual StoresIncorporate Virtual Stores (with QR Codes connected to

our online e-shop, www.timepieceatelier.com) at run events where we do not have POS presence on outdoor

banners.

Put up a virtual store of Soleus products on an outdoor banner.

Augmented RealityIncorporate Augmented Reality at run events where we

do not have POS presence on outdoor banners. Get consumers to “Check-in”/“Like” our Social Media pages

before they can try out the watches virtually.

Enable augmented reality on outdoor banners/ POS materials at events where we do not have a booth.

Visual Driven Social Media Programmes

Public Participation on Social Media – Online

• Tap on global high traffic hashtags (e.g. #fit #run #furtherfasterstronger) with beauty shots / inspirational quotes on Soleus Social Media;

• Online photography contest: Activate consumers to take beauty shots of their Soleus watches & share on their personal Instagram/Facebook pages – Best beauty shots to be featured on

Soleus Social Media and win prizes.

Creative beauty shots of Soleus watches with high traffic hashtags.

Replicate Visuals on Peripheral Channels

• Replicate the popular and attractive beauty shots of Soleus watches from Instagram on other visual-based Social Media channels to enhance reach.

Affiliate Marketing• Tap on the larger Instagram followers of affiliate

marketing partners and brand influencers with co-branded photos.

Social media activation cards/brochures

Points-of-Sales• “Go Strapless” video tutorials with the new Soleus

Friends on small TVs displayed at POS outlets at retailers and departmental stores;

• Social Media Activation brochures to be displayed prominently;

Advertise Soleus YouTube channel on TV display at

POS outlet

Conclusion

Conclusion

• Key takeaways from new Social Media strategy for Soleus are:

o Publicity has expanded beyond media owner engagement:- Not only do we need to continue engaging media owners, but also extend this engagement to consumers to widen media touch-points.

o Traditional media is here to stay – the power of traditional media lies in the trust it has built up with consumers:- Social media will function to reinforce and sustain, not overtake.- Capitalise on traditional media to point consumers to our Social Media

channels – requires Social Media activation to be incorporated in traditional media outlets.

o Social Media functions to widen POS- Social media opens up new sales channels to enhance existing offline POS.

The End