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Social Media Marketing Presentation
8 January 2016
Jason Chen . Maeve Suar . Reecha Kumar . Shaun Wong
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Client Profile: My Cozy Room
• Founded by Celine Chan in 2010
• Boutique spa offering holistic beauty and spa services
• Located in Orchard area, among well-restored pre-war terraced houses
• Spa inner complete with unique charismatic Victorian settings
• Complimenting service offerings with Germany’s No.1 professional skin care products - BABOR
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My Cozy Room: Key Strengths
• Non-pushy sales
• Personalized consultation and tailored services
• Award winning facials and effective acne treatments
• Therapeutic massage
• Homely and comfy spa environment
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Current Situation
• Have you heard of MyCozyRoom?
• Based on survey conducted with 100 respondents
• Customer base developed by ‘word or mouth’
Yes(6%)
No (94%)
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Current Situation
At the time of survey, we have
already created the visibility of
MyCozyRoom bouqtiue spa to 94
new people!!!
Range
of servi
ces
Product q
uality
Customize
d solutions
Package
s avai
lable
Price
Skills
and ex
pertise
Servic
e Lev
el
Sales
approach
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Customer’s expectation on spa visit
Strongly Agree Agree Neutral Disagree Strongly Disagre
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Current Online Platform
www.mycozyroom.com.sg
21k likes
894 followers
#5 in spa and wellness
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Web Maturity Analysis
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Review of Competitors’ Approach
Quality of facial and complimentary products
Generic spa services at high prices
Lack of consultation and personalization
Pushy sales tactics (e.g. package sales)
BUY!BUY! BUY!
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Objectives
Increase MyCozyRoom brand awareness
Increase awareness on the unique selling points
Target audience Female customers
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Implementation Strategy: Overview
Search Engine Optimization (“SEO”)Identification of proposed keywords
1. 2.
Social Media Strategy
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SEO: Proposed Keywords
Mas
sage
Spa
Sin
gapo
re
Spa SingaporeBe
st F
acia
l Sin
gapo
re
Acne Treatment Singapore
Permanent Acne Removal Singapore
Best Acne Treatment
Pre-Wedding Treatments
Brid
al F
acia
l Pac
kage
sBridal Spa Packages Singapore
Day
Spa
in S
inga
pore
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Entertainment
Social Media Strategy
December 2015
Re-post/re-share on social media
BlogMotivational
Technical
Educational
Themed based content creation
Share on social media
January 2016New Year
February 2016CNY/Valentine’s Day
March 2016
April 2016
May 2016 Labour/Mother’s Day
June 2016Hot Summer/Haze
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Content Creation: Overview
Inspirational quotes, memes
Survey with link to MyCozyRoom
Founder’s interviewFeatured staff
Microblog on skin care tips, wellness tips, etc.
Contest “Life is Beautiful”“Valentine’s Day”“Mother’s Day”
Infographics on Babor products
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Content Creation: Survey
• 10 questions:• Type of spa packages,• Skin issues,• Spa visit expectation, • Brand awareness, • Link to MyCozyRoom
website and FB page• Personal details
•100 respondents
• Create MyCozyRoom’s awareness among the respondents through the website and FB links
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Content Creation: Blog
• Written based on an hour face to face interview with Celine Chan, founder of MyCozyRoom
• Personal branding for Celine
• Portray some of the unique selling points of MyCozyRoom to the reader
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Content Creation: Contest
• Contest developed based on:• Values and beliefs of the
founder – e.g. “Life is beautiful”
• Celebrations for the month – e.g. Valentine’s Day
• Themes that are related to spas
• Create awareness and to engage a wider audience, prize allows winners to enjoy the spa services which may translate into recurring visits and referrals
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Content Creation: Infographics
• Technical product information “Babor”; to allow potential customers to have a better understanding on the products used by MyCozyRoom
• This awareness would help provide assurance to current and potential customers that the product used my MYCozyRoom is of high quality and safe
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Content Creation: Quotes
• Part of the motivational series, quotes are based on selected themes for the month
• To engage current audience, more often than not, we would share some of the motivational quotes on our FB walls
• Through sharing and re-sharing, a wider audience would get to know MyCozyRoom
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Calendar of Events
December 2015
January 2016
February 2016
March 2016
April 2016
May 2016
June 2016
Start New YearCNY
Valentine’s DayLabour Day
Mother’s DayHot Summer
Haze
• Survey • Founder’s blog
• Babor product infographics
• Contest – “Life is beautiful”
• Inspirational quotes – “Beautiful Theme”
• Microblog – beautiful tips
• Contest – Valentine’s day theme related
• Quotes about “love”
• Microblog - e.g. “Importance of good skincare regime”
• Inspirational quotes
• Microblog – e.g. “5 health benefits of spa”
• Inspirational quotes
• Meme for April fool’s day
• Blog: Behind the scene – staff feature
• Contest – “Beautiful Mum”
• Inspirational quotes related to Mother’s Day
• Meme for Labour and Mother’s Day
• Microblog – e.g. “Tips to prevent pimples”
• Inspirational quotes
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Key Performance Indicators (KPIs)
2% incre
ase
21,954 Likes
894 Followers
30
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Roles & Responsibilities
Presentation: Shaun and team
Strategy/Concept Development
Team
Content Creation• Blog: Reecha• Quotes: Maeve, Jason• Contest: Reecha• Infographics: Jason
Survey Questions: Shaun and Maeve
Interview:• Questions development:
- Shaun & Maeve• Interview:
- Shaun & team
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Questions?
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Back-up Slides
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Survey Results
Male24%
Female76%
Gender Profile
6%
25%
18% 24%
10%
2%3%
1%2%
21 > Age >= 25 years old26 > Age >= 30 years old31 > Age >= 35 years old36 > Age >= 40 years old41 > Age >= 45 years old46 > Age >= 50 years old51 > Age >= 55 years old> 55 years old<= 21 years old
Age Profile
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Survey Results
Are you currently using any spa services or holding on to any
spa packages?
Massage20%
Facial 18%
Both 15%
No47%
<1 month ago 61%
3-6 months ago 33%
<1 year ago4%
>1 year ago2%
When was the last time you visit a spa?
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Survey Results
Are you currently using any spa services or holding on to any
spa packages?
Massage20%
Facial 18%
Both 15%
No47%
Budget constraint24%
Time con-
straint22%
Pushy sales 22%
Not able to find effective solutions for skin issues
12%
Other20%
Why no?
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Survey Results
Common skin problems
Sun damage6%
Dry Skin13%
Sensitive Skin13%
Oily Skin13%
Blackheads16%
Dullness16%
Acne6%
Other Skin Issues
8%No Skin Issues
11%
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Survey Results
Range
of serv
ices
Product q
uality
Customize
d solutions
Package
s avai
lable
Price
Skills
and ex
pertise
Servic
e Lev
el
Sales
approach
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Customer’s expectation on spa visit
Strongly Agree Agree Neutral Disagree Strongly Disagre
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Have you heard of MyCozyRoom?
Yes(6%)
No (94%)
Yes93%
No7%
Would you be keen to visit a spa that does not hard-sell, with sincere,
genuine therapist that listens and cares for each customer’s individual
needs?
Survey Results