1. 1
ACTivation
What are the
Actual Costs of Social Media?
A Newsletter of ActMedia Singapore Pte Ltd • 2015 Issue No 13 MICA (P) 078/10/2015
ActMedia Singapore Pte Ltd is a wholly owned subsidiary of OMG Holdings Pte Ltd

2. CEO’s
Message
Dear Clients,
Welcome to the 1st issue of ACTivation for
2015. It’s been a hectic first quarter and now
we are well on our way into the second. With
the Chinese NewYear festivities that have just
taken place a few months back, I thought it
would be appropriate to share with you some
of the activities our business units have been
involved in during that period. In fact, our
busiest periods during any year are the festive
ones, particularly for DemoPower, where
certain brand categories are also most active.
In the last couple of years, we have also
seen an increasing need for merchandising
services during CNY and other festive periods
where shopper demand for festive products is
at their peak.
Some of our CNY programmes and activities
have been highlighted in this issue. Even our
in-store radio business ShopFM was kept
extremely busy scripting, recording and airing
radio ads for over 40 clients.
Aside from the other write-ups on client
campaigns and happenings since the
beginning of this year, we have also included
an article on the costs of social media and its
impact on businesses.
I hope you will find the reading of this issue
useful.
Thank you.
With Best Regards
Robert Bruce Mebruer
Chief Executive Officer
OMG Asia
Besides in-store activations and event
management, DemoPower Singapore also
provides merchandising services for
clients.
DemoPower’s most recent projects include
merchandising service for Suntory and Yeo
Hiap Seng during the hustle and bustle
of the Chinese New Year period. This is
the time when New Year Specials, great
deals and price-off promotions are offered
to shoppers in the retail stores for both
modern and lower trade. Our trained part-
time merchandisers were assigned to over
200 stores during the one month period
leading up to Chinese New Year. Each client
had a customised programme which best
met their needs.
DemoPower’s services include management
of the part-time merchandisers, training that
covered store protocols, replenishment, set
up of special displays, reporting of stock ins
and outs. With near real-time monitoring of
our clients’ competitors’ ground activities,
DemoPower was able to assist each of
our clients to change promotions and
displays to meet shopper demand, and
push for incremental sales during this very
competitive festive period.
Did You Know?
ActMedia Singapore Pte Ltd is a wholly owned subsidiary of OMG Holdings Pte Ltd2

3. Golden Time for Celebrations
Lunar New Year, the time when celebration and feasting begins! Many fuss over how they can whip up a feast for their family for this annual
joyous occasion. This year, FairPrice introduced a new addition to their Golden Chef range of products - Golden Chef Royal Abalone Treasure
Pot. This luxurious mix contained many ingredients such as Dried Mushrooms, White Fungus, Abalones, Abalone Mushrooms, Brazilian
Mushrooms, Dried Scallops, Bamboo Pith, and Fish Bone Collagen for families to usher in a bountiful year!
As part of the Lunar New Year activities for Golden Chef, DemoPower was appointed by FairPrice to conduct a one month in-store sampling
exercise from January till the eve of Chinese New Year. Promoters were stationed across 17 key FairPrice outlets islandwide to provide store
sampling not only for the newly launch Golden Chef Royal Abalone Treasure Pot, but also Golden Chef’s canned seafood and abalone range
of products.
In conjunction with the islandwide sampling, DemoPower Singapore
Events Team was also engaged by FairPrice for their annual Golden
Chef Abalone In-Store Cooking Demonstration. The event was
conducted across selected FairPrice outlets over 5 weekends leading
up to Chinese New Year.
Celebrity Chef Eric Teo conducted live cooking demonstrations
where he introduced new recipes to shoppers to try at home.
The demonstrations received an overwhelming response from
shoppers.
ActMedia Singapore Pte Ltd is a wholly owned subsidiary of OMG Holdings Pte Ltd 3

4. Social media marketing as part of a business’ overall marketing
strategy is not a new occurrence. Businesses today know that if their
target audience is consuming content on social media platforms, they
ought to have strategies in place to capture and engage consumers,
fans and potential customers. A key draw of social media has been
that it was perceived as low cost, sometimes even seen as a “free”
way for businesses to market themselves.
However, a closer examination of content creation for social media,
content marketing and the fact that social media platforms have
moved towards advertising and pay-to-play models reveal that social
media, now more than ever, is no longer as ‘”free” as previously
perceived. This reality and awareness can help brands to plan
carefully their marketing strategies and allocate the right resources
towards platforms and activities that are relevant to their businesses.
Once businesses identify the development and maintenance costs
of social media and understand the resources and efforts needed
to compete on social media landscapes, they often still struggle to
integrate social media marketing into their organizations’ operations.
Here the costs of social media relate to the organization’s ability to
successfully intergrate social media into their business operation.
Here are some key tips for businesses:
Social Media
Expenses Revealed
Social media is now a crucial platform for many brands. Understanding
the actual costs and organizational implications of social media is
critical for brands to compete effectively in today’s digital reality.
About Digital Rezonance
Digital Rezonance, the digital marketing division of OMG, works with
businesses to build exposure and influence on digital and social platforms. To
receive our “Social Media Content Creation For Your Business” presentation,
please contact Ms. Caitlin Nguyen, Regional Business Director at
caitlin.nguyen@omg-asia.com or visit DigitalRezonance.com for more
information.
m
m
What Are the Actual
Costs of Social Media?
m
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• Develop a consistent social media calendar; create a yearly
calendar and plan in detail one to three months ahead,
depending on the value of your business
• Sync your general marketing and promotional calendar with the
social media calendar
• Develop a policy to respond to comments to nurture brand
advocates and build customer satisfaction. Often this involves
the Customer Service/Relations department
• Develop a process to bring social media community feedback to
the company leaders
4 ActMedia Singapore Pte Ltd is a wholly owned subsidiary of OMG Holdings Pte Ltd

5. However simple or complex a business’
social media programs are, resources in
terms of time and money are needed to
create, execute and measure social media
campaigns. Expenses can include:
• Direct social media advertising costs
• Branding & visual design expenses
• Video development
• Apps development and integration
• Community Management
• Content Development
• Social Monitoring & Engagement
Tools
Breaking Down Social Media Costs
Local Brands go In-Store
With over 60 years of history, Ngo Chew Hong Edible Oil Pte Ltd
has built a strong reputation for itself in the edible oil business in
Singapore. They offer a comprehensive range of quality products
ranging from oil related products to other food categories such as
condense milk and tomato paste. Their flagship oil brand OKI, is
today sold in over 80 countries worldwide.
Ngo Chew ran their OKI campaign with Actmedia using shelf banner
during the first quarter of 2015. The shelf banner held recipe cards
for shoppers to try out delicious Chinese recipes using OKI oil.
Hybrid Banner ShelfVision Banner
Chee Seng Oil Factory Pte Ltd has been in the
business of providing high quality, cold pressed
and unrefined oil since 1956. Chee Seng
Sesame Oil has been their well-known local and
international brand of sesame oil since the 1950s.
Their Double Pagoda brand which offers a range of
Specialty oil and Sesame related products, caters
to the younger generation. Chee Seng ran a burst
of shelfvision banners from January till March this
year featuring both Chee Seng Sesame Oil and
Double Pagoda brands islandwide just in time to
coincide with the Chinese New Year period.
ActMedia Singapore Pte Ltd is a wholly owned subsidiary of OMG Holdings Pte Ltd 5

6. Listen to the
Flavours of Spring
The Participating Brands:
• AAA Sauces
• Ah Huat
Coffee
• Allswell
• Anlene
• Bobo
• Carlsberg
• Clorox
• Coca-Cola
• Colgate
• CP Foods
• Danish
Royal Stout
• Darlie
• Dettol
• FairPrice
Housebrand
• Fruit Tree
Fresh
• Fukyuama
• Gardenia
• Gluscoscare
Diabetic Tea
• Golden Chef
• Gold Kill
• Guinness
Stout
• Heinz
• Kao
• Kleenex
• Knife
• Kraft Cheese
• Lee Kum Kee
• Mama Lemon
• Marigold
• Narcissus
• New Moon
• Oreo
• Pasar
• Paseo
• Pokka
• Shokubutsu
• Swansons
• Tiger Beer
• Van Houten
• Yeo’s
This year Singapore celebrates our nation’s
50th birthday and it just happens that the
28th Southeast Asian (SEA) Games will also
be back in Singapore after 22 years since it
was last hosted here. NTUC FairPrice being
one of the sponsors of the Games has been
airing soundtracks from the SEA Games in
all FairPrice Supermarket and Hypermarket
stores since March and this will continue all
the way till the end of SEA Games in June
this year.
We’re Expanding!
Hear the
Lion Roar
This year, in an effort to add on and expand our Event’s portfolio,
Demopower Singapore participated in a tender for the Health
Promotion Board’s team building day event. Demopower is
proud to have been awarded the campaign fending off the many
creative bids that were entered by other competing agencies
nationwide.
The Health Promotion Board (HPB), widely known for their healthy
lifestyle initiatives, engaged Demopower for the execution of their
Annual Sports Day. After several rounds of recommendation, the
committee settled on the theme “Back To School!”. HPB wanted to
take the opportunity to encourage all their staff and family members
to get active, sweat it out and most importantly, have fun during the
one day event, whilst taking them back to the nostalgic moments of
Sports Day during their days as students.
The event was held atToa Payoh stadium and had a healthy turnout of
600 staff. To keep the staff entertained, activities included Air Brush
Tattoo for the men, while the ladies could opt for a more demure
but stylish look with Crystal Art Tattoo. In keeping with the back-to-
school theme, activities included the likes of “Marble Shooting”,
“Chapteh” and “Five Stones”!
For 2015 year of the Goat, FairPrice Radio
Show ushered in the Lunar New Year with
CNY in-store radio advertisements from over
40 local and international brands. It was no
easy task as the CNY theme (Flavours of
Spring) had to be imbued into each of the
ads advertisement, yet maintain the distinct
personality and communication of each brand.
With loads of hardwork, creativity and co-
ordination. ShopFM was able to pull this off
successfully and each of the participating
brands had their ads aired for a full week every
hour across 106 FairPrice stores islandwide.
Plesase contact Ms Lililth Tan, Senior Client Service Manager at lililth.tan@actmedia.com.sg or
Ms Celest Wong, Client Service Manager at celest.wong@actmedia.com.sg for more information.
ActMedia Singapore Pte Ltd is a wholly owned subsidiary of OMG Holdings Pte Ltd6

7. The in-house cheerleading competition
which saw staff divided into teams was one
of the main highlights of the event.
For the grand finale, there was a 8 x 50m
Relay that required personnel from each
team to take part. The runners were tasked
to compete in games like “Spinning Pole”, “3
Legged Race”, “Egg In The Mouth”, “Balloon
Sandwich”, “LeadThe Blind”, “Balancing Act”
and “Mummy Run” that really demonstrated
the teamwork from each of the teams!
The beautiful day ended with a prize giving
ceremony where the winners were awarded
for their effort and teamwork, and though all
of the staff of HPB were exhausted, everyone
left with smiles on their faces and a healthier
start to their week!
Interested parties, please contact Ms
Cara Wong, Deputy General Manager at
cara.wong@actmedia.com.sg to find out
more.
No Perception of
Beauty is too Far-Fetched
We are all very familiar with the statistics of consumer behaviour
where consumers turn to online reviews and recommendations
before making a purchase.
- 85% consumers read online reviews for local businesses.
- 79% consumers trust online reviews as much as
personal recommendations.
- Facebook is going strong as a recommendation channel.
This is no different when a consumer is looking for aesthetics
procedures.
With the advancement of science and the abundance of medical
information readily available on the internet, consumers are
embracing self-improvement and turning to aesthetics treatments.
And this following is now taking the world by storm.
Aesthetics Hub is the first and only dedicated website in Singapore
where Aesthetic doctors, clinics and patients can come together to
create a truly unique consumer experience.
No more fear, no more untrustworthy information, and unreliable
sources. Through our partnership with reputable doctors, Aesthetics
Hub is here to answer any questions you may have, helping you to make
informed and confident decisions to address your aesthetics needs.
Just turning three this year, Aesthetics Hub was the official Media
Partner of Aesthetics Asia 2013 and in 2014.
ActMedia Singapore Pte Ltd is a wholly owned subsidiary of OMG Holdings Pte Ltd 7

8. New Addition
to the ActMedia Family
ActMedia Singapore Pte Ltd
8 Jalan Kilang Timor
#01-01 Kewalram House
Singapore 159305
Tel: 6844 0122 Fax: 6746 8105
Website : omg-asia.com/actmedia
Email : ams_enquiries@actmedia.com.sg
In-Store Media
In-Store Radio - ShopFM
Mobile Guerilla Marketing
Lililth Tan 9678 1543
Celest Wong 8333 6695
MyFatPocket
Bianca Zen 8201 0247
Sales Enquiries
Allinformationarecorrectattimeofprint.
Jonathan Wee
Client Service Manager
Jonathan joins MyFatPocket (MFP)
as Client Service Manager. He
came from a sales and business
development background where
he had worked with numerous F&B
companies, hotel chains, technology
firms and music companies.
Jonathan will be handling merchant
acquisition from F&B, wellness and
fitness industries.
Watt Pei Qi
Purchasing & Finance Assistant
Pei Qi joins ActMedia’s Finance
team as Purchasing & Finance
Assistant. In her past employment,
she had worked in a trading
company and a large healthcare
company specializing in materials
procurement. With her past
experiences, she will be able to
deliver value to our company as we
progressively adopt a more robust
focus on cost management and
product quality assurance.
Stefanie Lee
Creative Design & Content
Producer
Stefanie has been in
Communications and Media
background. Her experiences
include content management and
copywriting both from working full
time and being a freelance writer in
health & beauty, food & fashion. As
MFP’s Creative Design & Content
Producer, her experiences will be
invaluable for our online female
portal.
Julia Tan
Recuritment & Operations Executive
Julia joins DemoPower as Recuritment
& Operations Executive. She came
from F&B background with operational
experience and her training in food
safety and quality will be a great benefit
to DemoPower’s sampling business. Penny Tham
Finance Executive
Having 14 years of accounting
experience in various industries
comprising hygiene services, golf &
country club, hospitality and being
a Certified Accounting Technician,
Penny is an invaluable addition
to ActMedia’s Finance Team. Her
varied experience will be an added
value in the new team.
Chong Mei Yee
Finance Manager
MeiYee joined ActMedia’s Finance
Dept as Finance Manager. She has
8 years of experience in a finance
supervisory role from various
industries including garment
manufacturing, trading as well
as legal services. MeiYee will be
providing leadership to the finance
team in areas of financial and
management accounting.
Eugene Ng
Creative Designer
Eugene has more than 10 years experience in
multimedia and graphic design, serving as in-
house designer in various industries including
gaming, education, F&B, technology and
electronics. Eugene will provide design
and support services for ActMedia and
DemoPower businesses.
Events
Demo Power
Cara Wong 9220 7563
U-Dynamics
Lynn Woo 8418 8107
Digital Rezonance
Caitlin Nguyen 9147 1805
ActMedia Singapore Pte Ltd is a wholly owned subsidiary of OMG Holdings Pte Ltd8