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!!!

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

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)

BUY!BUY! BUY!

Objectives

Increase MyCozyRoom brand awareness

Increase awareness on the unique selling points

Target audience Female customers

Implementation Strategy: Overview

Search Engine Optimization (“SEO”)Identification of proposed keywords

1. 2.

Social Media Strategy

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

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

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

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 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

Key Performance Indicators (KPIs)

2% incre

ase

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

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

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?

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?

Survey Results

Common skin problems

Sun damage6%

Dry Skin13%

Sensitive Skin13%

Oily Skin13%

Blackheads16%

Dullness16%

Acne6%

Other Skin Issues

8%No Skin Issues

11%

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

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