Social Media Proposal by

Magdalene Tan June 2016

Assignment for the Singapore Media Academy’s

WSQ Promote Products and Services on Social Media certificate

Trend  of  wearable  tech  sales  in  2016  and  the  foreseeable  future    

Market Trends

Wearable  tech  market  –  rising  trend  over  7-­‐year  period  

Market Trends

Source:  

•  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  

•  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  

Compe11ve  Analysis  –  GPS  watches  

             

               

Price  

Technology  0  0  

Compe11ve  Analysis  –  GPS  watches  

             

               

Brand  Awareness  

DistribuGon  0  0  

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.  

Types of Social Media Platforms

Content  Driven  

Visual  Driven  

Event  Driven  

Our Existing Channels

SoleusRunningSG  Number  of  Followers:  3,278  

Engagement  is  higher  for  profile  stories  &  product  reviews;  reach  is  higher  for  event  stories.  

Our Existing Channels

SoleusRunningSG  Number  of  Followers:  422  

Engagement  is  higher  for  visually  compelling  product  shots.  

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.  

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  

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.  

 

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.

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

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  

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.

Social Media to Integrate Marketing Activities

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  

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  

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  

Content Driven Social Media Programmes

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”  

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

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  

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  

“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  

Event Driven Social Media Programmes

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

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.  

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.  

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.  

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.  

Visual Driven Social Media Programmes

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.  

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.

Affiliate Marketing

•  Tap on the larger Instagram followers of affiliate marketing partners and brand influencers with co-branded photos.

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

Conclusion

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.  

The End