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Soleus Social Media Plan 2016 (Magdalene)
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- 2. Social Media PromotionObjectives 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.
- 3. Types of SocialMedia Platforms Content Driven Visual Driven Event Driven
- 4. Our Existing Channels SoleusRunningSG Numberof Followers: 3,278 Engagement is higher for profile stories & product reviews; reach is higher for event stories.
- 5. Our Existing Channels SoleusRunningSG Numberof Followers: 422 Engagement is higher for visually compelling product shots.
- 6. What We HopeTo 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.
- 7. Current Marketing Activities Existingoffline 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 Merchandising 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 Sponsorship of run events POS/ Visual Merchandising Press Conferences Roadshows Affiliates Friends of Soleus
- 8. Where we areright 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.
- 9. What we planto 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.
- 10. Current Assets Sponsorship ofProminent 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
- 11. 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
- 12. 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.
- 13. Social Media toIntegrate Marketing Activities
- 14. Steps to INTEGRATIONvia 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 Passive Content Generation Proactive Content Generation REVERBERATE/ REPLICATE POS/ Visual Merchandising at retailers & roadshows Sharing updates on organisers’ Social Media
- 15. Steps to INTEGRATIONvia 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 Passive Content Generation Proactive Content Generation REVERBERATE/ REPLICATE POS/ Visual Merchandising at retailers & roadshows Sharing updates on affiliates’ Social Media
- 16. Steps to INTEGRATIONvia Social Media INFORMATION FEEDERS Editorials in fitness media Sharing articles on Soleus Social Media ACTION Elaborate on content featured in editorial Passive Content 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
- 17. Content Driven SocialMedia Programmes
- 18. Engaging Content Generationon 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”
- 19. Current “Friends ofSoleus” Mohammad Shariff Abdullah(Singapore Blade Runner), participant at Vertical Marathon • First disabled athlete to participate in a vertical marathon David Shum, participant at SAFRA Bay Run • Running Coach • Speaker for Sponsored Soleus talks and Running Clinics Gale 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
- 20. What we needto 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
- 21. Identify candidates amongst“Friends” for “Go Strapless” “Go Strapless” indicates a more glamourous campaign Candidates 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
- 22. “Go Strapless” videotutorials • 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
- 23. Event Driven SocialMedia Programmes
- 24. Photos/ Video interviewsof 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
- 25. Location-based Services • Incentiviseconsumers 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.
- 26. Soleus Roadshows At 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.
- 27. Virtual Stores Incorporate VirtualStores (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.
- 28. Augmented Reality Incorporate AugmentedReality 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.
- 29. Visual Driven SocialMedia Programmes
- 30. Public Participation onSocial 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.
- 31. Replicate Visuals onPeripheral Channels • Replicate the popular and attractive beauty shots of Soleus watches from Instagram on other visual-based Social Media channels to enhance reach.
- 32. Affiliate Marketing • Tapon the larger Instagram followers of affiliate marketing partners and brand influencers with co-branded photos.
- 33. 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
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- 35. Conclusion • Key takeawaysfrom 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.
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