This is a campus project by 4 adult students of the Digital Marketing Diploma under the Social Media Marketing Module led by Andrew Chow (CMA Academy) http://www.cma-academy.edu.sg http://www.andrewchow.sg http://www.mycozyroom.com.sg

1. Social Media Marketing
Presentation
8 January 2016
Jason Chen . Maeve Suar . Reecha Kumar . Shaun Wong

2. Client Profile: My Cozy Room
• Founded by Celine Chan in 2010
• Boutique spa offering holistic
beauty and spa services
• Located in Orchard area, among
well-restored pre-war terraced
houses
• Spa inner complete with unique
charismatic Victorian settings
• Complimenting service offerings
with Germany’s No.1 professional
skin care products - BABOR

3. My Cozy Room: Key Strengths
• Non-pushy sales
• Personalized consultation and
tailored services
• Award winning facials and
effective acne treatments
• Therapeutic massage
• Homely and comfy spa
environment

4. Current Situation
• Have you heard of MyCozyRoom?
• Based on survey conducted with
100 respondents
• Customer base developed by
‘word or mouth’
Yes
(6%)
No
(94%)

5. Current Situation
At the time of
survey, we have
already created the
visibility of
MyCozyRoom
bouqtiue spa to 94
new people!!!
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Range of
services
Product
quality
Customized
solutions
Packages
available
Price Skills and
expertise
Service Level Sales
approach
Customer’s expectation on spa visit
Strongly Agree Agree Neutral Disagree Strongly Disagre

6. Current Online Platform
www.mycozyroom.com.sg
21k likes
894 followers
#5 in spa and wellness

7. Web Maturity Analysis

8. Review of Competitors’ Approach
Quality of facial and
complimentary products
Generic spa services at
high prices
Lack of consultation and
personalization
Pushy sales tactics
(e.g. package sales)

9. Objectives
 Increase MyCozyRoom
brand awareness
 Increase awareness on the
unique selling points
Target audience
Female customers

10. Implementation Strategy: Overview
Search Engine Optimization (“SEO”)
Proposing relevant keywords
1. 2.
Social Media Strategy

11. SEO: Proposed Keywords
MassageSpaSingapore
Spa Singapore
BestFacialSingapore
Acne Treatment Singapore
Permanent Acne Removal Singapore
Best Acne Treatment
Pre-Wedding Treatments
BridalFacialPackages
Bridal Spa Packages Singapore
DaySpainSingapore

12. Entertainment
Social Media Strategy
December 2015
Re-post/re-share on
social media
Blog
Motivational
Technical
Educational
Themed based
content
creation
Share on social
media
January 2016
New Year
February 2016
CNY/Valentine’s Day
March 2016
April 2016
May 2016
Labour/Mother’s Day
June 2016
Hot Summer/Haze

13. Content Creation: Overview
Inspirational
quotes,
memes
Survey with link to
MyCozyRoom
Founder’s interview
Featured staff
Microblog on skin
care tips, wellness
tips, etc.
Contest
“Life is Beautiful”
“Valentine’s Day”
“Mother’s Day”
Infographics on
Babor products

14. Content Creation: Survey
• 10 questions:
• Type of spa packages,
• Skin issues,
• Spa visit expectation,
• Brand awareness,
• Link to MyCozyRoom
website and FB page
• Personal details
• 100 respondents
• Create MyCozyRoom’s
awareness among the
respondents through the
website and FB links

15. Content Creation: Blog
• Written based on an hour face to
face interview with Celine Chan,
founder of MyCozyRoom
• Personal branding for Celine
• Portray some of the unique selling
points of MyCozyRoom to the
reader

16. Content Creation: Contest
• Contest developed based on:
• Values and beliefs of the
founder – e.g. “Life is beautiful”
• Celebrations for the month –
e.g. Valentine’s Day
• Themes that are related to spas
• Create awareness and to engage a
wider audience, prize allows
winners to enjoy the spa services
which may translate into recurring
visits and referrals

17. Content Creation: Infographics
• Technical product information “Babor”;
to allow potential customers to have a
better understanding on the products
used by MyCozyRoom
• This awareness would help provide
assurance to current and potential
customers that the product used my
MYCozyRoom is of high quality and safe

18. Content Creation: Quotes
• Part of the motivational series, quotes
are based on selected themes for the
month
• To engage current audience, more often
than not, we would share some of the
motivational quotes on our FB walls
• Through sharing and re-sharing, a wider
audience would get to know
MyCozyRoom

19. Calendar of Events
December
2015
January
2016
February
2016
March
2016
April
2016
May
2016
June
2016
Start New Year
CNY
Valentine’s Day
Labour Day
Mother’s Day
Hot Summer
Haze
• Survey • Founder’s blog
• Babor product
infographics
• Contest – “Life
is beautiful”
• Inspirational
quotes –
“Beautiful
Theme”
• Microblog –
beautiful tips
• Contest –
Valentine’s day
theme related
• Quotes about
“love”
• Microblog - e.g.
“Importance of
good skincare
regime”
• Inspirational
quotes
• Microblog – e.g.
“5 health
benefits of spa”
• Inspirational
quotes
• Meme for April
fool’s day
• Blog: Behind
the scene –
staff feature
• Contest –
“Beautiful
Mum”
• Inspirational
quotes
related to
Mother’s Day
• Meme for
Labour and
Mother’s Day
• Microblog –
e.g. “Tips to
prevent
pimples”
• Inspirational
quotes

20. Key Performance Indicators (KPIs)
21,954 Likes
894 Followers
30

21. Roles & Responsibilities
Presentation:
Shaun and team
Strategy/Concept
Development
Team
Content Creation
• Blog: Reecha
• Quotes: Maeve, Jason
• Contest: Reecha
• Infographics: Jason
Survey Questions:
Shaun and Maeve
Interview:
• Questions development:
- Shaun & Maeve
• Interview:
- Shaun & team

22. Questions?

24. Back-up Slides

25. Survey Results
Male
24%
Female
76%
Gender Profile
6%
25%
18% 24%
10%
2%
3%
1%
2%
21 > Age >= 25 years old
26 > Age >= 30 years old
31 > Age >= 35 years old
36 > Age >= 40 years old
41 > Age >= 45 years old
46 > Age >= 50 years old
51 > Age >= 55 years old
> 55 years old
<= 21 years old
Age Profile

26. Survey Results
Are you currently
using any spa services
or holding on to any
spa packages?
Massage
20%
Facial
18%
Both
15%
No
47% <1 month
ago
61%
3-6 months
ago
33%
<1 year ago
4%
>1 year ago
2%
When was the last
time you visit a spa?

27. Survey Results
Are you currently
using any spa services
or holding on to any
spa packages?
Massage
20%
Facial
18%
Both
15%
No
47%
Budget
constraint
24% Time
constraint
22%
Pushy sales
22%
Not able to
find effective
solutions for
skin issues
12%
Other
20%
Why no?

28. Survey Results
Common skin problems
Sun damage
6%
Dry Skin
12%
Sensitive Skin
12%
Oily Skin
13%
Blackheads
16%
Dullness
16%
Acne
6%
Other Skin Issues
8%
No Skin
Issues
11%

29. Survey Results
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Range of
services
Product
quality
Customized
solutions
Packages
available
Price Skills and
expertise
Service Level Sales
approach
Customer’s expectation on spa visit
Strongly Agree Agree Neutral Disagree Strongly Disagre

30. Have you heard of
MyCozyRoom?
Yes
(6%)
No
(94%)
Yes
93%
No
7%
Would you be keen to visit a spa
that does not hard-sell, with
sincere, genuine therapist that
listens and cares for each
customer’s individual needs?
Survey Results