1. WSQ Promote Products and Services on
Social Media – A Student Project
A National Critics Choice Presentation
by
Stienberg Tan Geok Yong, Robin
I/C no. S7234046/I
December 9th 2015, Wedneday
Copyright 2015

2. About the National Critics Choice Online
News
• The National Critics Choice and Robin Stienberg online Premium
Lifestyle News and Talk Show format that is a Syndicated content
provider to news and blog distributors for domestic and international
audiences.
• Its vision is to become a leading innovative and cutting edge top five
syndicated agencies in the world and top ten talk shows on online.
• The Mission is to improved its content presentation, appeal and
engagement with appropriate tools.

3. The Marketing Objective
• To Increase Awareness of National Critics Choice & Robin Stienberg by
organizing cutting edge events with Media Corp and other third
parties such as Charisma as our partner to host talks shows
exclusively anchor program.
• To engage the National Critics Choice business customers to a loyalty
program - 360

4. Today’s Ratings

5. Todays Rating 2

6. Todays Rating on Facebook

7. Today’s Rating on Facebook 2

8. Today’s Rating on Twitter

9. Today’s Rating on Instegram

10. Marketing Operations & Strategy
• Host Events on Site at Shopping Mall or venues
• Broadcast Live
• Recorded for repeat viewers

11. Marketing Operartions & Stategy
• New Improve Key words – Robin, Stienberg, Singapore, News etc
• Hash Tags with brands #zaza #dbsbank #singaporestockexchange
• 360 Membership co-branding , such as the British Club Singapore that
provides a partnership both on print and social media and signages

12. Marketing Operations and Strategy
• The 360 program is a social media element that sets a compass
relations to increase traffic marketing awareness with print – social –
influence – events – engagement
• The total return from the program is “priceless”
• Manipulate Key event structure to bring real live attention on social
media – example = Heinekan Beer is getting married.

13. Target Audience Profile / Affected
• Business to Business
• Online Business News and Blogs needs cutting edge content to
outreach to business travellers and discerning population.
• Ages 45 and above
• They love to live to the fullest and participate
• Income group – USD$80k and Above
• Love Dining, Adventure, Books, Theatre, Comedy and Shopping

14. Proposed Media Policy
• The Public can post comments.
• Employees and Employees family members of the agencies and
providers are not allowed and refrain from posting personal matters
in relation to the company and participation of any form of contests.
• Private information will be optional and consumers have the right to
click and option Yes or No
• All information is confidential and agencies and employees are to
seek approval from management for official release of information on
social media or conventional media.

15. Rational – Why Social Media?
• 1. Increased Brand Recognition. Every opportunity you have to syndicate your
content and increase your visibility is valuable. Your social media networks are
just new channels for your brand’s voice and content. This is important because it
simultaneously makes you easier and more accessible for new customers, and
makes you more familiar and recognizable for existing customers. For example, a
frequent Twitter user could hear about your company for the first time only after
stumbling upon it in a newsfeed. Or, an otherwise apathetic customer might
become better acquainted with your brand after seeing your presence on
multiple networks.

16. Rational – Why Social Media?
• 2. Improved brand loyalty.
• According to a report published by Texas Tech University, brands who engage on
social media channels enjoy higher loyalty from their customers. The report
concludes “Companies should take advantage of the tools social media gives
them when it comes to connecting with their audience. A strategic and open
social media plan could prove influential in morphing consumers into being brand
loyal.”
• Another study published by Convince and Convert found that 53% of Americans
who follow brands in social are more loyal to those brands.

17. Rational – Why Social Media?
• 3. More Opportunities to Convert. Every post you make on a social media
platform is an opportunity for customers to convert. When you build a following,
you’ll simultaneously have access to new customers, recent customers, and old
customers, and you’ll be able to interact with all of them. Every blog post, image,
video, or comment you share is a chance for someone to react, and every
reaction could lead to a site visit, and eventually a conversion. Not every
interaction with your brand results in a conversion, but every positive interaction
increases the likelihood of an eventual conversion. Even if your click-through
rates are low, the sheer number of opportunities you have on social media is
significant. And as I pointed out in my article, “The Four Elements of Any Action,
And How To Use Them In Your Online Marketing Initiative,” “opportunity” is the
first element of any action.

18. Rational – Why Social Media?
• 4. Higher conversion rates. Social media marketing results in higher
conversion rates in a few distinct ways. Perhaps the most significant is
its humanization element; the fact that brands become more humanized by
interacting in social media channels. Social media is a place where brands
can act like people do, and this is important because people like doing
business with other people; not with companies.
• Additionally, studies have shown that social media has a 100% higher lead-
to-close rate than outbound marketing, and a higher number of social
media followers tends to improve trust and credibility in your brand,
representing social proof. As such, simply building your audience in social
media can improve conversion rates on your existing traffic.

19. Rational – Why Social Media?
• 5. Higher Brand Authority. Interacting with your customers regularly
is a show of good faith for other customers. When people go to
compliment or brag about a product or service, they turn to social
media. And when they post your brand name, new audience
members will want to follow you for updates. The more people that
are talking about you on social media, the more valuable and
authoritative your brand will seem to new users. Not to mention, if
you can interact with major influencers on Twitter or other social
networks, your visible authority and reach will skyrocket.

20. Rational – Why Social Media?
• 6. Increased Inbound Traffic. Without social media, your inbound
traffic is limited to people already familiar with your brand and
individuals searching for keywords you currently rank for. Every social
media profile you add is another path leading back to your site, and
every piece of content you syndicate on those profiles is another
opportunity for a new visitor. The more quality content you syndicate
on social media, the more inbound traffic you’ll generate, and more
traffic means more leads and more conversions.

21. Rational – Why Social Media?
• 7. Decreased Marketing Costs. According to Hubspot, 84% of
marketers found as little as six hours of effort per week was enough
to generate increased traffic. Six hours is not a significant investment
for a channel as large as social media. If you can lend just one hour a
day to developing your content and syndication strategy, you could
start seeing the results of your efforts. Even paid advertising through
Facebook and Twitter is relatively cheap (depending on your goals, of
course). Start small and you’ll never have to worry about going over
budget—once you get a better feel for what to expect, you can
increase your budget and increase your conversions correspondingly.

22. Rational – Why Social Media?
• 8. Better Search Engine Rankings. SEO is the best way to capture
relevant traffic from search engines, but the requirements for success
are always changing. It’s no longer enough to regularly update your
blog, ensure optimized title tags and meta descriptions, and
distribute links pointing back to your site. Google and other search
engines may be calculating their rankings using social media presence
as a significant factor, because of the fact that strong brands almost
always use social media. As such, being active on social media could
act as a “brand signal” to search engines that your brand is legitimate,
credible, and trustworthy. That means, if you want to rank for a given
set of keywords, having a strong social media presence could be
almost mandatory.

23. Rational – Why Social Media?
• 9. Richer Customer Experiences. Social media, at its core, is a
communication channel like email or phone calls. Every customer
interaction you have on social media is an opportunity to publicly
demonstrate your customer service level and enrich your relationship
with your customers. For example, if a customer complains about
your product on Twitter, you can immediately address the comment,
apologize publicly, and take action to make it right. Or, if a customer
compliments you, you can thank them and recommend additional
products. It’s a personal experience that lets customers know you
care about them.

24. Rational – Why Social Media?
• 10. Improved Customer Insights. Social media also gives you an
opportunity to gain valuable information about what your customers
are interested in and how they behave, via Social Listening. For
example, you can monitor user comments to see what people think of
your business directly. You can segment your content syndication lists
based on topic and see which types of content generate the most
interest—and then produce more of that type of content. You can
measure conversions based on different promotions posted on
various social media channels and eventually find a perfect
combination to generate revenue.

25. Rational – Why Social Media? What if I don’t?
• Your Competition Is Already Involved. Your competitors are already
involved on social media, which means your potential social media
traffic and conversions are being poached. Don’t let your competitors
reap all the benefits while you stand idly by. If, somehow, your
competition is not involved on social media, there’s even more of a
reason to get started—the field is open.

26. Rational – Why Social Media? What if I Don’t?
• The Sooner You Start, the Sooner You Reap the Benefits. Social
media is all about relationship building, and it tends to grow
exponentially as your followers tell their friends, and their friends tell
their friends, and so on. The sooner you start, the sooner you’ll be
able to start growing that audience.

27. Rational – Why Social Media? What if I Don’t?
• Potential Losses Are Insignificant. Realistically, you don’t have
anything to lose by getting involved in social media. The amount of
time and money it takes to create your profiles and start posting is
usually minimal, compared to other marketing channels. Just six
hours a week or a few hundred dollars is all it takes to establish your
presence.

28. Rational – Why Social Media? What if I Don’t?
• The longer you wait, the more you have to lose. Social media
marketing, when done right, can lead to more customers, more
traffic, and more conversions, and it’s here to stay.

29. The Role of Social Media
• To Increase Awareness of Personality, Persona (Experience) and
Products.
• To increase Following and Sales Enquires of the program for
syndication for rights to purchase and distribution.
• Loyalty Rewards & After sales program follow up.

30. The Role of Social Media - Facebook
• It enables to invite conversations and posts by members of public
• It is able to deliver real time events and inform
• It allows consumers to post videos, podcasts and pictures to allow
them (consumers) an esteem to have a stake and responsibility

31. The Role of Social Media - Twitter
• It enables to invite short posts by members of public very quickly
compared to Facebook.
• It is able to deliver real time events and inform
• It allows consumers to post videos and pictures to allow them
(consumers) an esteem to have a stake and responsibility
• The role is to also add hashtag formula one situations for immediate
reaction as events.

32. The Role of Social Media - Instagram
• It allows consumers to post pictures and selfies
• Instagram gives and applies to new markets to those who only wants
to communicate visually.
• Quick to gather interests and new following.
• No restrictions to the number of following .
• Enables empowerment for the consumer to have immediate
relationship with the experience and or product as religion.
• A picture is worth a million words and a million dollars – seeing is
beliving.

33. Marketing Objectives – supported by Social
• Facebook
• Increase Exposure
Metrics: Reach, Impression, View, Likes, Comments and Shares

34. Marketing Objective – Supported by Social
• Twitter & Instagram
• Increase Engagement
Metrics: Likes, Shares, Comments, Pins, +1, Retweets, Favourites

35. Marketing Objectives supported by Social
• With the use of partnerships and the use of Youtube, National Radio
and Television – we will then able to enhance more followers and
loyalty.
• Increase in strength of the credibility and branding
• Increase in market share and value of the brand presence.

36. Call to Action to Drive
• A Partnership program with clients with a main theme and objective
to increase metrics on both sides and benefits to third parties.
• New revamp titles and promotions that exchange commercial value
for consumers – example, George Clooney in Singapore and is going
to demonstrate How to Make a Great Coffee!
• All Copyrights, Trademarks, Patents and Star appearances agreements
are signed and agreed for exposure.
• Time Frame is 4 weeks for every episode.

37. Call to Action to Drive – Esquire (Example)

38. Call to Action to Drive – Brunei Times, Chef
Wan

39. Call to Action to Drive – Wikipedia, Chef Wan

40. Call to Action to Drive – The British Club

41. Social Media Platform / Channel to Deploy
• Facebook
• Twitter
• Instagram
• Youtube (new)

42. Social Media Platform/Channel to Deploy
• We will invest SGD$ 200,000 for the 3 month campaign on social
media broadcast and advertising .
• With our partnering media clients with Mediacorp, Singapore Press
Holdings and other bloggers and channels, we will save over $3
million dollars worth of free airtime and advertising.
• We aim to increase of new and return loyal consumers of 30%
confidence.

43. Social Media Platform / Channel to Deploy
• We will have consumers of the media channels to have stakehold in
our programs by via participation at our live shows.
• We will offer rewards loyalty courtesy by our clients with
memberships and product experience.
• We will offer a holographic and 3D experience like no other in Asia.

44. Messaging / Theme – We are Above Adverage
• We offer the Best and We offer More Above the Rest

45. Operational and Organisational
Considerations
• Logistics for venue
• Agreements for joint partnerships such as copyrights, appearances, logos
etc (right to use and broadcast) – what is the time frame?
• Legal implications for resolve for brands
• Relationships & Human Resource
• Design and Marketing Plan
• Online Issues and Servers backup
• Costs – Profit and Loss
• Schedule and Unforeseen Circumstances
• Insurances

46. Present Anyalysis
• The Brand needs improvements and needs new cutting edge ideas.
• Poor following and takeup rate due to temporary closure for re-
imaging
• Many consumers and clients would like to have more engagement
such as live broadcasts and comments.
• Due to lack of time and constraints to resources, it is not able to
follow-up with social media 24/7.
• There is a need to layout proper policies and guide line
• A training guide and Standard Operation Procedure's is to be produce
• Finally an effective team is important.