WSQ Select New Technology Platforms for Business Assignment (submission 6 Sep...
Social Media Proposal to Boost Soleus Running Brand
1. Social Media Proposal
by
Magdalene Tan
June 2016
Assignment for the Singapore Media Academy’s
WSQ Promote Products and Services on Social Media certificate
2. Trend
of
wearable
tech
sales
in
2016
and
the
foreseeable
future
Market Trends
4. • New Soleus products – new-to-market technology very
targeted at specific fitness groups
– Soleus GPS Pulse Bluetooth watch
• GPS smart switch to accelerometer, sensor-based heart rate
monitor, Bluetooth connectivity
– Soleus Thrive
• Sensor-based heart rate monitor, step counter, calories
burned, sleep activity tracker, Bluetooth connectivity
Key
Selling
Points
5. • Ease-of-Use
– Back-To-Basics Features: Usability not compromised by
unwieldy list of features, only useful features for specific
purposes (running, calorie count).
• Longer-than-average Battery Life
– Due to less cumbersome features, GPS battery life is up to 8
hours – longer than average 3 hours on mobile phones, 2 to 4
hours on competitors TomTom and Garmin.
• Value Price Point
– Price point is value-for-money
Key
Selling
Points
8. Social Media Promotion Objectives
Drive
Brand
Awareness
Highlight
Value
Proposi1on
Convert
Purchasing
Behaviour
Stronger
conversion
to
sales
Build
up
word-‐of-‐
mouth
dispersion
–
get
our
consumers
emoGonally
engaged.
“My
first
GPS
watch”
(price
point
suitable
for
entry-‐level)
“My
first
wearable
tech
product”
Consumers
to
look
specifically
for
Soleus
watches
at
our
POS,
rather
than
just
“come
across”
it.
9. Types of Social Media Platforms
Content
Driven
Visual
Driven
Event
Driven
10. Our Existing Channels
SoleusRunningSG
Number
of
Followers:
3,278
Engagement
is
higher
for
profile
stories
&
product
reviews;
reach
is
higher
for
event
stories.
12. What We Hope To Achieve
• MulGply
the
pla[orms
of
potenGal
Social
Media
Engagement
that
feed
content
with
one
another:
o Core
Social
Media
Channels:
Facebook
&
Instagram
o Peripheral
Social
Media
Channels:
Twi^er,
Pinterest,
YouTube,
Google+,
Flickr
• Increased
following
and
engagement
on
Core
Social
Media
Channels.
• Use
Social
Media
to
sustain
and
reinforce
publicity
from
offline
media.
13. Current Marketing Activities
Existing offline marketing activities are operating
independently
Ads
and
Editorial
reviews
in
offline
and
online
fitness
publicaGons
Official
Timer
of
big
running
events
-‐
HometeamNS
Real
Run
-‐
Run
350
-‐
SCS-‐Singtel
Race
Against
Cancer
-‐
SAFRA
Bay
Run
&
Army
Half-‐Marathon
-‐
VerGcal
Marathon
POS
Visual
Merchandising
at
Soleus
retail
outlets
Product
Launches/
Press
Conferences
Roadshows
at
race
kit
collecGons,
watch
sales
at
departmental
stores
MarkeGng
Affiliate
Partnerships
-‐
SAFRA
Run
Clinics
-‐
Physical
Abuse
-‐
The
Yoga
Co
-‐
100
Plus
-‐
HPB
Engagement
of
brand
influencers
-‐
Personal
Trainers,
Fitness
instructors,
Avid
Runners,
Running
Clubs
Editorials/
PR
Sponsorship
of
run
events
POS/
Visual
Merchandising
Press
Conferences
Roadshows
Affiliates
Friends
of
Soleus
14. Where we are right now
• POS include departmental stores
and specialty watch retailers where
direct competitors (Fitbit, Garmin,
Polar) do not retail.
• Approx 70% of purchases are low-
to-medium involvement purchases
(where entry-level price point &
attractiveness of design draws
consumers);
• Need to increase high involvement
purchases (where consumers
specifically looks for the brand,
rather than just comes across it).
Respectable
network
of
25
POS
in
Singapore
Wide
range
of
offline
marke1ng
ac1vi1es
• Largely
reacGve
and
unintegrated;
• We
are
official
Gme
keeper
of
prominent
runs
with
clock
display,
but
there
is
no
“human
face”
to
the
brand’
• Need
more
sustainable
profiling
of
key
messages
online
to
support
the
offline.
15. What we plan to do
• Identify “man-in-the-street”
runners/athletes taking part
in the runs we sponsor.
• Profiling of “Friends” in offline
channels (magazines/
newspapers, POS/
organisers’ websites);
• Video interviews & profiling
of “Friends” on both Soleus
and run organisers’ Social
Media channels.
BeJer
sustainability
in
publicity
“Friends
of
Soleus”
Programme
“Go
Strapless”
Campaign
• So far, we have been
profiling Soleus in fitness
magazines (RUN, Men’s
Health, SHAPE), but
continued sustainability in-
between articles is lacking;
• Content sustainability to be
enhanced on Soleus’ social
media platforms;
• Ensure all offline and online
content are integrated for
better top-of-mind recall.
• Current Soleus print ad
“Go Strapless” campaign
on offline channels
(magazine ads, POS)
• Teaser video campaign –
“Show us how you go
strapless” interviews with
runners – on Social
Media channels for
sustainability to offline
publicity.
16. Current Assets
Sponsorship
of
Prominent
Run
Events
– Soleus is official timer of 5 prominent run events with existing
following bases that has social media activation;
– Launch and execute “Friends of Soleus” for each run event
17. Current Assets
Affiliate
Tie-‐Ups
– Soleus has affiliate marketing partnerships with sports clubs that have a
loyal following, but these partnerships are not being maximised;
– Launch and execute “Friends of Soleus” for each affiliate programme.
BouGque
Gym
–
Physical
Abuse
BouGque
Yoga
Studio
–
The
Yoga
Co
18. Current Assets
“Go
Strapless”
Adver1sement
Campaign
– Mildly provocative ads but yet understandable and humourous;
– Catchy phrase that can be executed creatively in photography and
videography;
– Need to be extended beyond the advertisement, to the localised
context on Social Media.
20. Steps to INTEGRATION via Social Media
Social media to fill in the “gaps” between the marketing
activities to enable integration and sustain publicity
INFORMATION
FEEDERS
Run
Events
Sharing
updates
on
Soleus
Social
Media
ACTION
“Friends
of
Soleus”
-‐
IdenGfy
influencers
from
these
events
for
video/pictorial
profiling
in
Soleus
Social
Media
Passive
Content
GeneraGon
ProacGve
Content
GeneraGon
REVERBERATE/
REPLICATE
POS/
Visual
Merchandising
at
retailers
&
roadshows
Sharing
updates
on
organisers’
Social
Media
21. Steps to INTEGRATION via Social Media
INFORMATION
FEEDERS
Affiliate
Partnerships
Sharing
updates
on
Soleus
Social
Media
ACTION
“Friends
of
Soleus”
-‐
IdenGfy
influencers
who
are
members
of
these
affiliates
for
video/pictorial
profiling
in
Soleus
Social
Media
Passive
Content
GeneraGon
ProacGve
Content
GeneraGon
REVERBERATE/
REPLICATE
POS/
Visual
Merchandising
at
retailers
&
roadshows
Sharing
updates
on
affiliates’
Social
Media
22. Steps to INTEGRATION via Social Media
INFORMATION
FEEDERS
Editorials
in
fitness
media
Sharing
arGcles
on
Soleus
Social
Media
ACTION
Elaborate
on
content
featured
in
editorial
Passive
Content
GeneraGon
ProacGve
Content
GeneraGon
REVERBERATE/
REPLICATE
POS/
Visual
Merchandising
“Friends
of
Soleus”
-‐
Pitch
influencers
for
profiling
to
fitness
media,
which
in
turn
are
profiled
in
Soleus
Social
Media
24. Engaging Content Generation on Social Media
• Profiling of “Friends of Soleus” in an engaging way to attain
higher reach/views;
• Boosting of selected posts during on race days and key fitness
dates, e.g. World Yoga Day, Global Running Day.
Video
features
&
interviews
with
“Friends”
25. Current “Friends of Soleus”
Mohammad Shariff Abdullah(Singapore Blade
Runner), participant at Vertical Marathon
• First disabled athlete to participate in a vertical
marathon
David Shum, participant at SAFRA Bay Run
• Running Coach
• Speaker for Sponsored Soleus talks and
Running Clinics
Gale Ng, participant at Race Against Cancer
• Breast cancer survivor and part of SCS’ Charity
Athlete Programme
Sally Lim, participant at Race Against Cancer
• Nose cancer survivor and part of SCS’ Charity
Athlete Programme
26. What we need to do
• Expand our range of “Friends of Soleus” influencers
– Identify more “Friends” and invite members of the public (via
our Social Media) to pitch their fitness stories for a chance to
get on the programme:
• Incentives: Free run event passes, free Soleus GPS watch.
– On-site photography and video interviews before and after run
events (similar to mobile TV reporting).
Video
features
&
interviews
with
“Friends”
Photo
features
of
“Friends”
at
our
run
events
27. Identify candidates amongst “Friends” for
“Go Strapless”
“Go Strapless” indicates a more glamourous campaign
Candidates need to be more telegenic and photogenic, as well as
“gungho” in beauty poses, e.g. fitness trainers from affiliate clubs.
Jacqui
Heng,
spinning
instructor
Sandra
Riley
Tang,
Yoga
instructor
Ng
U-‐Jin,
Crossfit
instructor
28. “Go Strapless” video tutorials
• Currently we have video tutorials on YouTube from Soleus
US that feature the watches with US instructors.
• “Go Strapless” ambassadors to be our “faces” for new
series of video tutorials for Singaporean consumers on
Soleus Singapore’s Facebook, Instagram and YouTube.
To
produce
new
series
of
Soleus
tutorials
featuring
“Go
Strapless”
glamour
fitness
trainers
30. Photos/ Video interviews of participants at run events posing
with Soleus cut-outs. Get them to follow Soleus Social Media
pages using hashtags (#soleusrunningsg) to win Soleus
watches or get a Soleus shoebag.
Run Events
31. Location-based Services
• Incentivise consumers to register their locations
(FourSquare, Facebook, Instagram – using GPS) at Soleus
roadshow booths during running/fitness events, to booster
association of Soleus with fitness & sports.
U1lise
loca1on-‐based
GPS
services
on
Social
Media
(geUng
customers
to
“check-‐
in”
on
their
mobile
phones
when
they
visit
Soleus
booths)
to
booster
Soleus’
online
brand
associa1on
with
fitness
&
spor1ng
ac1vi1es
and
venues.
32. Soleus Roadshows
At roadshows, get consumers to follow Soleus Social Media
pages (Facebook, Instagram, Google+, Linkedin) and post
pictures of Soleus watches with #soleusrunningsg hashtag to
obtain additional discount on Soleus watches.
Enhance
customer
engagement
by
geUng
them
to
“like”
or
put
up
Soleus
posts
on
their
own
Social
Media
pages
to
obtain
addi1onal
discounts
at
roadshows.
33. Virtual Stores
Incorporate Virtual Stores (with QR Codes connected to our
online e-shop, www.timepieceatelier.com) at run events where
we do not have POS presence on outdoor banners.
Put
up
a
virtual
store
of
Soleus
products
on
an
outdoor
banner.
34. Augmented Reality
Incorporate Augmented Reality at run events where we do not
have POS presence on outdoor banners. Get consumers to
“Check-in”/“Like” our Social Media pages before they can try
out the watches virtually.
Enable
augmented
reality
on
outdoor
banners/
POS
materials
at
events
where
we
do
not
have
a
booth.
36. Public Participation on Social Media – Online
• Tap on global high traffic
hashtags (e.g. #fit #run
#furtherfasterstronger) with
beauty shots / inspirational
quotes on Soleus Social Media;
• Online photography contest:
Activate consumers to take
beauty shots of their Soleus
watches & share on their
personal Instagram/Facebook
pages
– Best beauty shots to be featured on
Soleus Social Media and win prizes.
Crea1ve
beauty
shots
of
Soleus
watches
with
high
traffic
hashtags.
37. Replicate Visuals on Peripheral Channels
• Replicate the popular and attractive beauty shots of Soleus
watches from Instagram on other visual-based Social
Media channels to enhance reach.
38. Affiliate Marketing
• Tap on the larger Instagram followers of affiliate marketing
partners and brand influencers with co-branded photos.
39. Social media activation
cards/brochures
Points-of-Sales
• “Go Strapless” video tutorials with the new Soleus Friends on
small TVs displayed at POS outlets at retailers and
departmental stores;
• Social Media Activation brochures to be displayed prominently;
Advertise Soleus YouTube
channel on TV display at
POS outlet
41. Conclusion
• Key
takeaways
from
new
Social
Media
strategy
for
Soleus
are:
o Publicity
has
expanded
beyond
media
owner
engagement:
-‐
Not
only
do
we
need
to
conGnue
engaging
media
owners,
but
also
extend
this
engagement
to
consumers
to
widen
media
touch-‐points.
o TradiGonal
media
is
here
to
stay
–
the
power
of
tradiGonal
media
lies
in
the
trust
it
has
built
up
with
consumers:
-‐ Social
media
will
funcGon
to
reinforce
and
sustain,
not
overtake.
-‐ Capitalise
on
tradiGonal
media
to
point
consumers
to
our
Social
Media
channels
–
requires
Social
Media
acGvaGon
to
be
incorporated
in
tradiGonal
media
outlets.
o Social
Media
funcGons
to
widen
POS
-‐
Social
media
opens
up
new
sales
channels
to
enhance
exisGng
offline
POS.
