Social Media Marketing

Presentation

8 January 2016

Jason Chen . Maeve Suar . Reecha Kumar . Shaun Wong

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

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

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%)

Current Situation

At the time of survey, we have

already created the visibility of

MyCozyRoom bouqtiue spa to 94

new people!!!

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Range ofservices

Productquality

Customizedsolutions

Packagesavailable

Price Skills andexpertise

Service Level Salesapproach

Customer’s expectation on spa visit

Strongly Agree Agree Neutral Disagree Strongly Disagre

Current Online Platform

www.mycozyroom.com.sg

21k likes

894 followers

#5 in spa and wellness

Web Maturity Analysis

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)

Objectives

Increase MyCozyRoom

brand awareness

Increase awareness on the

unique selling points

Target audience Female customers

Implementation Strategy: Overview

Search Engine Optimization (“SEO”) Proposing relevant keywords

1. 2.

Social Media Strategy

SEO: Proposed Keywords

Mas

sage

Sp

a Si

nga

po

re

Spa Singapore B

est

Fac

ial S

inga

po

re

Acne Treatment Singapore

Permanent Acne Removal Singapore

Best Acne Treatment

Pre-Wedding Treatments

Bri

dal

Fac

ial P

acka

ges

Bridal Spa Packages Singapore

Day

Sp

a in

Sin

gap

ore

Entertainment

Social Media Strategy

December 2015

Re-post/re-share on social media

Blog Motivational

Technical

Educational

Themed based content creation

Share on social media

January 2016 New Year

February 2016 CNY/Valentine’s Day

March 2016

April 2016

May 2016 Labour/Mother’s Day

June 2016 Hot Summer/Haze

Content Creation: Overview

Inspirational quotes, memes

Survey with link to MyCozyRoom

Founder’s interview Featured staff

Microblog on skin care tips, wellness

tips, etc.

Contest “Life is Beautiful” “Valentine’s Day” “Mother’s Day”

Infographics on Babor products

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

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

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

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

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

Calendar of Events

December 2015

January 2016

February 2016

March 2016

April 2016

May 2016

June 2016

Start New Year CNY

Valentine’s Day Labour Day

Mother’s Day Hot 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

Key Performance Indicators (KPIs)

21,954 Likes

894 Followers

30

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

Questions?

Back-up Slides

Survey Results

Male 24%

Female 76%

Gender Profile

6%

25%

18% 24%

10%

2% 3%

1% 2%

21 > Age >= 25 years old

26 > Age >= 30 years old

31 > Age >= 35 years old

36 > Age >= 40 years old

41 > Age >= 45 years old

46 > Age >= 50 years old

51 > Age >= 55 years old

> 55 years old

<= 21 years old

Age Profile

Survey Results

Are you currently using any spa services or holding on to any

spa packages?

Massage 20%

Facial 18%

Both 15%

No 47% <1 month

ago 61%

3-6 months ago 33%

<1 year ago 4%

>1 year ago 2%

When was the last time you visit a spa?

Survey Results

Are you currently using any spa services or holding on to any

spa packages?

Massage 20%

Facial 18%

Both 15%

No 47%

Budget constraint

24% Time constraint

22%

Pushy sales 22%

Not able to find effective solutions for skin issues

12%

Other 20%

Why no?

Survey Results

Common skin problems

Sun damage 6%

Dry Skin 12%

Sensitive Skin 12%

Oily Skin 13%

Blackheads 16%

Dullness 16%

Acne 6%

Other Skin Issues 8%

No Skin Issues 11%

Survey Results

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Range ofservices

Productquality

Customizedsolutions

Packagesavailable

Price Skills andexpertise

Service Level Salesapproach

Customer’s expectation on spa visit

Strongly Agree Agree Neutral Disagree Strongly Disagre

Have you heard of MyCozyRoom?

Yes (6%)

No (94%)

Yes 93%

No 7%

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