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Social Media Strategy Template

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Social Media Strategy Template

  1. 1. <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>You will be given 40 minutes for the presentation. </li></ul>ASSESSMENT SCRIPT
  2. 2. Social Media Strategy Plan for Branding By Joshua Ang 洪忠明
  3. 3. F&N recognizes the changing lifestyles of consumers and the trend towards the consumption of healthy products.
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  6. 6. With you can compare search volume patterns across specific regions, categories, time frames and properties. allows you to easily track and measure what people are saying about your company across the web’s social media landscape in real-time.
  7. 7. <ul><li>Findings Analysis for Singapore: </li></ul><ul><li>F&N has higher search mentions on the web compared to Pokka. </li></ul><ul><li>Search mentions for Yeo’s does not appear in the findings. </li></ul>
  8. 8. <ul><li>Findings Analysis for Malaysia: </li></ul><ul><li>F&N is the leading search mention on the web; Pokka & Yeo’s do not appear in the findings. </li></ul><ul><li>Findings suggest that consumers are from urbanised areas based on the location findings. </li></ul>
  9. 9. <ul><li>Findings Analysis for Singapore and Malaysia: </li></ul><ul><li>F&N’s main competitor is Pokka. </li></ul><ul><li>Mentions of F&N’s brand are found mainly on Twitter, Facebook and blogs, most of which are positive. </li></ul>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%
  10. 10. SWOT ANALYSIS <ul><li>STRENGTHS: </li></ul><ul><li>An established leader in the food and beverage arena in both Singapore and Malaysia </li></ul><ul><li>Trusted brand among consumers </li></ul><ul><li>Flavor appeals to most consumers </li></ul><ul><li>WEAKNESSES: </li></ul><ul><li>Weak presence on social media space </li></ul><ul><li>Brand loyalty among consumers i.e. selective choice </li></ul><ul><li>OPPORTUNITIES: </li></ul><ul><li>Increase visibility </li></ul><ul><li>Leverage on existing product range such as F&N SEASONS, Sparkling Drinks and 100PLUS that already appeal to target audience </li></ul><ul><li>THREATS: </li></ul><ul><li>Competitors selling similar products </li></ul><ul><li>Market saturation of similar products </li></ul>
  11. 11. THE IDEA (ACTION PLAN) <ul><li>Strategy 1: </li></ul><ul><li>Harness the influence of bloggers who are already engaged with your brand. They can act as conduits to connect your target audience to your brand </li></ul><ul><li>Tactics: </li></ul><ul><li>Identify bloggers from both Singapore and Malaysia who are actively engaged with your brand using Google Blogsearch for related blogs about F&N </li></ul><ul><li>Use social media tools such as Blog Grader, CubeStat or StatBrain to measure their influence by assessing the number of back-links and estimated traffic </li></ul>
  12. 12. Influencer 1: Calvin Timo (http://www.calvintimo.com)
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  15. 15. Influencer 2: Darren Ang ( http://method86.wordpress.com )
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  18. 18. THE IDEA (ACTION PLAN) <ul><li>Strategy 2: </li></ul><ul><li>Attract target audience to engage with the brand </li></ul><ul><li>Tactics: </li></ul><ul><li>Organise events that would involve your target audience such as F&N’s Microsoft Kinect Singapore Dance Delight. Microsoft Kinect is a gaming platform which is hugely popular with your target audience. Dance is also a popular form of social activity among the target audience. </li></ul>
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  20. 20. F&N Big Fun Fest (Dance Mob event)
  21. 21. F&N Dance Flash Mob
  22. 22. THE IDEA (ACTION PLAN) <ul><li>Strategy 2: </li></ul><ul><li>Attract target audience to engage with the brand </li></ul><ul><li>Tactics: </li></ul><ul><li>Organise contests for your target audience to come up with a funky design for its beverages and emboss the winner’s name on the product bearing the design </li></ul><ul><li>Organise a blog challenge, create a microsite for target audience to showcase their creativity through dance etc. </li></ul><ul><li>Invite target audience to participate in social activities such as beach outings , flash mobs etc. </li></ul><ul><li>Reflect your brand by creating separate Facebook pages for your target audience in Singapore and Malaysia </li></ul>
  23. 23. F&N Singapore Contests
  24. 24. F&N Singapore Contests
  25. 25. F&N Malaysia Contests
  26. 26. F&N Sparkling Drinks Microsite
  27. 27. F&N SEASONS Microsite
  28. 28. F&N Spread the Groove Blog
  29. 29. F&N Singapore Facebook Page
  30. 30. F&N Seasons Singapore Facebook Page
  31. 31. F&N Seasons Malaysia Facebook Page
  32. 32. F&N Singapore Twitter Page
  33. 33. KPIs AND MEASUREMENT <ul><li>KPI 1: </li></ul><ul><li>Number of 18 to 24 year old fans on Facebook to increase by 15% over three months </li></ul><ul><li>Measurement 1: </li></ul><ul><li>Compare number of 18 to 24 year old fans before and after the campaign using Facebook Insights </li></ul><ul><li>KPI 2: </li></ul><ul><li>Number of 18 to 24 year old who registered “like’’ on Facebook to increase by 20% over three months </li></ul><ul><li>Measurement 2: </li></ul><ul><li>Compare the number of “likes” registered by 18 to 24 year olds before and after the campaign using Facebook Insights </li></ul>
  34. 34. KPIs AND MEASUREMENT <ul><li>KPI 3: </li></ul><ul><li>Number of 18 to 24 year old followers on Twitter to increase by 30% over three months </li></ul><ul><li>Measurement 3: </li></ul><ul><li>Compare the number of 18 to 24 year old followers before and after the campaign using Twitalyzer </li></ul><ul><li>KPI 4: </li></ul><ul><li>Number of positive tweets by 18 to 24 year olds to increase by 15% over three months </li></ul><ul><li>Measurement 4: </li></ul><ul><li>Compare the number of positive tweets by 18 to 24 year olds before and after the campaign using Twitalyzer </li></ul>
  35. 35. KPIs AND MEASUREMENT <ul><li>KPI 5: </li></ul><ul><li>Number of bloggers who blog about your brand to increase by 10% over three months </li></ul><ul><li>Measurement 5: </li></ul><ul><li>Compare the number of bloggers who blog about your brand before and after the campaign </li></ul><ul><li>KPI 6: </li></ul><ul><li>Participation numbers of 18 to 24 year olds in contests and other events to increase by 20% over three months </li></ul><ul><li>Measurement 6: </li></ul><ul><li>Compare the participation numbers of 18 to 24 year olds before and after the campaign </li></ul>
  36. 36. KPIs AND MEASUREMENT KPI 7: Number of brand mentions on other social media sites by target audience to increase by 15% over three months Measurement 7: Compare the number of brand mentions on other social media sites by target audience before and after the campaign using Google Alert KPI 8: Number of 18 to 24 year olds who are actively engaged in your brand’s microsites to increase by 20% over three months Measurement 8: Compare the numbers of 18 to 24 year olds who are actively engaged in your brand’s microsites before and after the campaign
  37. 37. - The End -

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