social media marketing project
TRANSCRIPT
Social Media Marketing Strategy
MED-LINE Singapore
Objectives of the project
• Analyse brand social media competitive insight
• Realign social media strategy based on business objectives (LinkedIn, Instagram & Facebook as the key focus)
• Create content marketing & editorial calendar plan to increase followers and engagement on the social platforms
• Conduct a website maturity analysis to implement communication, brand consistency & Search Engine Optimization
Overview
• About MED-LINE
• Founder Interview: background & business objectives
– Linkedin Profile
• Brand Survey and Awareness
• Website Analysis
• 10 Social Media Posts
• Design and Conceptualizations
About Med-Line MED-LINE™ is a cosmeceutical grade and clinically efficacious range of products created by the Korea Research Institute of Bio Science.
• Eco-friendly, fair trade and sustainable sourcing of raw ingredients and advanced scientific production methods
• Target the signs of ageing but to also equip the skin with factors that will allow optimal cell renewal, healing and regeneration, safely without harmful toxins and side effects.
MED-LINE Singapore was then co-founded by Joyce and Eunice, having the exclusive distribution rights within Singapore.
About Med-Line
Product: 13 skin care products within the cosmetic line
Price: $35-$100 (mid-tier)
Target Market: Mid 20s-40s, Female
Place: B2B (e.g. Beauty Salon, hotels or Independent Retailer), Direct Consumer (online)
Promotion: Facebook, Instagram
LinkedIn Account Objectives
Why to create a LinkedIn Account?
1. Drive sales of Med-Line (ML) products targeting b2b business & link to website
2. Promote & bring awareness of ML product & founders
3. Engage with targeted groups/ ML community
4. Leverage on LinkedIn platform to interact with potential customers through groups, conferences
LinkedIn Account Target & Posts
Target:
• 80% B2B: dermatologist, spa owners, beauty centers, online stores
• 20% B2C: niche potential customers, actual Med-Line community
Posts:
1. Interview with founders
2. Latest news, promo and products launches
3. Event & Trade shows
POST 1: Interview With The Founders
• Platforms: LinkedIn, LinkedIn Pulse, LinkedIn Group, Slide Share & relevant blogs
• Post:
Genuine Recipe of success: Trust, quality & NO 7 harmful Substances
Snapshot of the interview
Snapshot of the interview
Snapshot of the interview
Survey Results
Website Maturity Analytics Results
Website Maturity Analytics Solutions: • Blogs, Social Networking & Communities
– Create more prominent links to social media platforms • E.g. Linkedin, Facebook, Instagram • it would be easier for navigation if there is an icon at top corner of the webpage
– Create a blog • Articles and discussion about related to different skin concerns and success stories • Within article use keywords • Republish into all social media platforms
Website Maturity Analytics
Know your competitors
Sample websites:
• https://www.iloveskininc.com/community/
• http://www.innisfreeworld.com/main/index.do?source=https://www.google.com.sg/
Website Maturity Analytics Solutions: • Brand Consistency & Aesthetic Appeal
– Create a younger look and feel – Images are important – Sell it like a lifestyle – Decide a specific colour scheme
• Search Engine Optimization – Through the blog linked to the website use keywords
Existing Social Media Platforms
SEO Key Words • Sensitive skin
• Anti-aging
• Korean skin care
• Free from toxins
• Whitening
• Dark spots
• Wrinkles
• Detox
• Dry skin
• No Parabens • No Ethanol • No Color • No Mineral Oils • No Butylated • No Hydroxytoluene (BHT) • No Synthetic Fragrances • No Sodium Lauryl Sulfate
(SLS)
Selected Social Media Platform
• Facebook and Instagram
• Based on the survey Facebook and Instagram is the preferred social media platform between consumers
• Suggested times for post:
– Weekdays: Morning 8am or Night 9pm
Selected Social Media Platform • Existing Problems:
– Non-consistent content – Posts are not managed regularly – Content is not engaging for target audience
• Solutions: – Content to engage younger audience – Giveaways to attract “Likes” & encourage product trials – Consistency of content
• 2 posts about a similar topic
– Direct traffic back to website
Medlinesingapore What was the best gift you ever gave to
someone?
Treat your loved one with a #PureSoothingMist , the perfect
handy spa treatment
#PureSoothingMist #MedlineSingapore #Christmas
#BeFabulous #BeMEDLINE #homespatreatment
#skincare #beauty
medlinesingapore
Medlinesingapore After a stressful day, a hot shower, nice
movie and a Mulberry Whitening Mask or Yacon Hyaluronic
!
What is one thing that always put a smile on your face?
#BeFabulous #BeMEDLINE #uvdefencer #medline #absenceof7
#nocolour #NoSLS #noBHT #nomineraloils #nofragrance
#noparabens #noethanol #medlinesingapore #bestsellers #fairtrade
#dermatologist #loveskincare #korean #koreanskincare
#sensitiveskin #ecofriendly #regenerative #brightening
#nomoredullskin #skincare
medlinesingapore
Medlinesingapore WIN A TREATMENT with MEDLINE!
#BeFabulous #BeMEDLINE
1) Follow Medline on instagram
2) Repost this picture on your Instagram page
3) Tag 2 friends
3 lucky winners will stand a chance to win a full size UV
Defencer!
#UVdefencer #nongreasy #SPF50 #medline #absenceof7 #nocolour
#NoSLS #noBHT #nomineraloils #nofragrance #noparabens
#noethanol #medlinesingapore #bestsellers #onlinestore #beauty
#fairtrade #singapore #dermatologist #safe #loveskincare #korean
#koreanskincare #sensitiveskin #ecofriendly #regenerative
#brightening #nomoredullskin #skincare
medlinesingapore
Medlinesingapore Dear Winners, thank you for supporting!
Kindly provide your full name and mailing address for us to
send you your very own MED-LINE UV Defencer!
@ Esterchang @coldkohmew Angel Lim
#BeFabulous #BeMEDLINE #uvdefencer #medline
medlinesingapore
Video was posted to make official the lucky draw & winners
"Mirror mirror on the wall, who's the fairest of them all?"
And that's what we secretly asked ourselves every waking morning..
How about using Med-line Perfect Whitening Serum, one that comes with absolute
no 7 harmful substances:
• 🙅 🙅 color
• 🙅 🙅 BHT
• 🙅 🙅 SLS
• 🙅 🙅 mineral oil
• 🙅 🙅 Paraben
• 🙅 🙅 Benzophenone
• 🙅 🙅 synthetic fragrance
Get yours today!
#medlinesg #perfectwhiteningserum #mirrormirroronthewall
#demacare #dermatology #clinicalskincare
medlinesingapore
Medlinesingapore WIN A TREATMENT with MEDLINE!
1) Follow Medline on instagram
2) Repost this picture on your Instagram page
3) Tag 2 friends
3 lucky winners will stand a chance to win a full size Med-
line Perfect Whitening Serum!
#BeFabulous #BeMEDLINE #PerfectWhiteningSerum #medline
#absenceof7 #nocolour #NoSLS #noBHT #nomineraloils
#nofragrance #noparabens #noethanol #medlinesingapore
#bestsellers #fairtrade #dermatologist #loveskincare #korean
#koreanskincare #sensitiveskin #ecofriendly #regenerative
#brightening #nomoredullskin #skincare
medlinesingapore
Medlinesingapore Hooray! 7 potential long weekend
holidays! Here are our travel essentials for these wonderful
vacations! Have you planned yet?
#BeMEDLINE #MedlineTravels #MedlineSingapore
#medlinefabulous #thingsinmybagwhenitravel #travelessentials
#travelgram #travelphotography #instatravel
medlinesingapore
Medlinesingapore
Stand a chance to win Med-Line’s Double- Effect cream
1. Take a picture of your travel essentials
2. Tag #MedLineTravel
3. Like us on Facebook
#medlinefabulous #thingsinmybagwhenitravel #travelessentials
#doubleeffectcream #travelgram #travelphotography #instatravel
medlinesingapore
Medlinesingapore Detox me head to toe
Eat well
Drink at least 3 litre of water
Treat your skin well
Do you know that there 7 harmful substances in most beauty products?
Parabens
Ethanol
Color
Mineral Oils
Butylated Hydroxytoluene (BHT)
Synthetic Fragrances
Sodium Lauryl Sulfate (SLS)
Detoxify me with Medline
Say NO to the above evils and check out the full range of Medline products at
http://www.moskinco.com
medlinesingapore
Medlinesingapore Preparing for the Lunar New Year? Don’t
forget to stock up your beauty supplies to keep you looking fresh and
gorgeous in that new outfit!
http://www.moskinco.com
#BeFabulous #BeMEDLINE #uvdefencer #medline #absenceof7
#nocolour #NoSLS #noBHT #nomineraloils #nofragrance
#noparabens #noethanol #medlinesingapore #bestsellers #fairtrade
#dermatologist #loveskincare #korean #koreanskincare
#sensitiveskin #ecofriendly #regenerative #brightening
#nomoredullskin #skincare
medlinesingapore
Final Facebook Likes!
Results
• +6% increase on FB (in 3 weeks) • Brand awareness across surveyors, new followers • Identified strengths of the brand thanks to survey & interview with founders • Realign marketing activities with business objectives (i.e. Linkedin, target market etc) • Consistency with social media presence/posts and overall branding • Identified areas to be implemented (website analysis) • +20% of traffic on website & social platform