koh lee kuen reuben cheng chua sing nee lionel ho sean koh jonathan mk0803 (mc) nmm ica 3
TRANSCRIPT
Koh Lee Kuen Reuben ChengChua Sing Nee
Lionel HoSean KohJonathan
MK0803 (MC)NMM ICA 3
Our New Media Tools
NEW MEDIA
URL
Facebook http://www.facebook.com/NYPMarketing
Blog http://marketingbrillianceaffiliates.blogspot.com/
Formspring http://www.formspring.me/NYPMarketing
Youtube http://www.youtube.com/user/NYPmarketing
Twitter http://twitter.com/#!/MkAffiliate
LinkedIn(Fail point)
http://sg.linkedin.com/pub/nyp-marketing-brilliance-affiliates/2a/131/9bb
Introduction & Background
• Marketing Brilliance Affiliates• Campaign objectives: To generate significant
awareness and bolster the image of NYP’s diploma in Marketing among our identified segments– Via a presence across most popular social media
platforms & traditional media
• USPs of the NYP diploma in Marketing program will be highlighted – TEP, overseas exchange, hands on; practical-based learning etc.
Target Market Identification
1. School leavers – ‘O’ levels , ‘A’ levels, High NITEC
2. Parents – Huge influence on decision-making in prospective students
3. Industry professionals – PMETs, executives in marketing-related positions
4. Foreign students – Students located outside of Singapore, foreign nationals who may be contemplating the school for various reasons
Integrated Marketing Communications Tools
• Contests – “design your own poster”
• Direct Marketing – “Emails to prospects”
• Flyers distribution
• Word of Mouth
Market Research & Analysis
21%
28%
33%
14%
5%
Factors looking for when choosing a poly
Con-ve-niencePeer In-fluenceDiploma interested inFacilitiesOthers
42%
36%
16%
3%4%
Factors looking for when choosing a Deploma
Career opportuni-tiesInterests
Peer in-fluence
Influence from fam-ily
Others
16%
31%
14%1%
9%
26%
2%
What are some of the social media you
use Blog
Formspring
Foursquare
Youtube
Others
More than once a day
Daily
More than once a week
Weekly
Seldom
0% 20% 40% 60%
51%
36%
10%
2%
1%
How often do you read blog?
Market Research & Analysis
• More than 3.7 million people in Singapore are going online, 78% of the entire population.
• Top three online activities are instant messengers, entertainment & social networking
• Singapore internet users spent half of their time on social networking sites.
Market Research & Analysis
• 83.7% of the entire population engage in social networking, average of 220.9 minutes are spent on social networking per visitor.
• Facebook which has a reach of 72.1% of the web population.
• Social networking leader in eight of the markets – Philippines, Australia, Indonesia, Malaysia, Singapore, New Zealand, Hong Kong and Vietnam
Market Research & Analysis
• The top three most visited websites in Singapore are FaceBook, Google Singapore and YouTube.
• Twitter and Blogger are ranked in the chart as well namely in the eighth and sixteenth position.
Youtube
• Objective:– A platform which we will utilise to post and share our
videos. To showcase the fun and exciting activities in DMK in the form of video for people to view it online.
• Execution plans:– By uploading desirable videos and linking them to
our other media platforms.
• Justifications:– To have a better understanding of the life of
marketing students. YouTube app to add a tab on our fan page to cater to those who do not frequent YouTube.
Youtube
• Strategies to drive traffic:– Uploading interesting and fun-filled videos
frequently on YouTube.– We will have the URL of our blog on our
YouTube video site so to allow people to view our blog after watching the videos.
• Measurement metrics:-Total Youtube video views-YouTube comments/response-YouTube subscribers
• Objectives:– To attain as many subscription as possible
and to persuade our target market
• Execution Plan:– Regular updates and usage of traditional
media.
• Reason for using:– Primary and Secondary research have
shown that Facebook is the most frequently used by our target market.
• Strategies to drive traffic:– Created a dedicated page to provide
information and content about DMK–Having a contest tab to generate hype– Initiated a wide array of activities and
linking to other platforms
• Measurement Matrix:– Likes on Facebook page
– Page activity
– Interaction on platform
Justification for all New Media Tools used
• Ability to reach out to one of our target segment. (industry professionals)
• Known to be a popular networking platform for PMETS.
• Users to view few levels of connections. (second and third degree of connection)
• Wider network which allows information to be source out easily
• Similar functions to FaceBook.
• Updating our post regularly. • Connect with other media tools,
such as Facebook, Twitter and Blog.
Measurement Metrics• Success can be measured by the
number of connections.
• Why Twitter–Online chatroom –Users can post and ask questions– Linked to blog
• Strategies to drive traffic– Follow secondary school leavers– Through a contest
• Measurement metrics–Number of followers– Page activities–Number of post “re-tweets”
Blogger
• Objective: – Provide most of the basic information to
prospective students
• Execution Plan:–Having interesting new posts, written
and creative designs
• Reasons for using:– Aims to capture and remain audience. It
is also easy to access and hassle free.
Blogger
• Strategy to drive traffic: – By having written articles and creative
posters and photos and having contest.– Blog also contain tools used to link up
to casual viewers
• Measurement Matrix:– Page Views– Post views– Audience
Formspring
• Objective :– To clear any doubts and queries
• Execution Plan:– ‘Plug-Ins’ will be placed at our blogger
and Facebook pages
• Reason:– A site where people are able to ask
questions and it is also used by more people nowadays
Formspring
• Strategy to drive traffic:– Do not really have a specific strategy. –Measurement of traffic flow, by
comments posted.
• Measurement Matrix – Page activity– Interaction on platform
Results Generated
Results Generated
Results Generated
Results Generated
Interview (video)
CIM competition
Results Generated
Execution Schedule
Fail points + Contingency
• Fail point: – Lack of traffic or activity in the platform
in spite of our efforts to maintain them
High Yield Low Yield
High Effort Fackbook/ Blogger
Low Effort Formspring Twitter
Fail points + Contingency
• Recommendation–Handing this project to marketing
students currently undergoing TEP
• Improvement– Better understand and segregate our
target segment–Using more research tools such as focus
groups, interview and ethnography– Constantly review our success
throughtout the campaign
THANK YOU!