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