The Hidden Costs of Social Media

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ACTivation

What are the Actual Costs of Social Media?

A Newsletter of ActMedia Singapore Pte Ltd • 2015 Issue No 13 MICA (P) 078/10/2015

ActMedia Singapore Pte Ltd is a wholly owned subsidiary of OMG Holdings Pte Ltd

CEO’sMessageDear Clients,

Welcome to the 1st issue of ACTivation for 2015. It’s been a hectic first quarter and now we are well on our way into the second. With the Chinese New Year festivities that have just taken place a few months back, I thought it would be appropriate to share with you some of the activities our business units have been involved in during that period. In fact, our busiest periods during any year are the festive ones, particularly for DemoPower, where certain brand categories are also most active. In the last couple of years, we have also seen an increasing need for merchandising services during CNY and other festive periods where shopper demand for festive products is at their peak.

Some of our CNY programmes and activities have been highlighted in this issue. Even our in-store radio business ShopFM was kept extremely busy scripting, recording and airing radio ads for over 40 clients.

Aside from the other write-ups on client campaigns and happenings since the beginning of this year, we have also included an article on the costs of social media and its impact on businesses.

I hope you will find the reading of this issue useful.

Thank you.

With Best Regards

Robert Bruce MebruerChief Executive OfficerOMG Asia

Besides in-store activations and event management, DemoPower Singapore also provides merchandising services for clients.

DemoPower’s most recent projects include merchandising service for Suntory and Yeo Hiap Seng during the hustle and bustle of the Chinese New Year period. This is the time when New Year Specials, great deals and price-off promotions are offered to shoppers in the retail stores for both modern and lower trade. Our trained part-time merchandisers were assigned to over 200 stores during the one month period leading up to Chinese New Year. Each client had a customised programme which best met their needs.

DemoPower’s services include management of the part-time merchandisers, training that covered store protocols, replenishment, set up of special displays, reporting of stock ins and outs. With near real-time monitoring of

our clients’ competitors’ ground activities, DemoPower was able to assist each of our clients to change promotions and displays to meet shopper demand, and push for incremental sales during this very competitive festive period.

Did You Know?

ActMedia Singapore Pte Ltd is a wholly owned subsidiary of OMG Holdings Pte Ltd2

Golden Time for CelebrationsLunar New Year, the time when celebration and feasting begins! Many fuss over how they can whip up a feast for their family for this annual joyous occasion. This year, FairPrice introduced a new addition to their Golden Chef range of products - Golden Chef Royal Abalone Treasure Pot. This luxurious mix contained many ingredients such as Dried Mushrooms, White Fungus, Abalones, Abalone Mushrooms, Brazilian Mushrooms, Dried Scallops, Bamboo Pith, and Fish Bone Collagen for families to usher in a bountiful year!

As part of the Lunar New Year activities for Golden Chef, DemoPower was appointed by FairPrice to conduct a one month in-store sampling exercise from January till the eve of Chinese New Year. Promoters were stationed across 17 key FairPrice outlets islandwide to provide store sampling not only for the newly launch Golden Chef Royal Abalone Treasure Pot, but also Golden Chef’s canned seafood and abalone range of products.

In conjunction with the islandwide sampling, DemoPower Singapore Events Team was also engaged by FairPrice for their annual Golden Chef Abalone In-Store Cooking Demonstration. The event was conducted across selected FairPrice outlets over 5 weekends leading up to Chinese New Year.

Celebrity Chef Eric Teo conducted live cooking demonstrations where he introduced new recipes to shoppers to try at home. The demonstrations received an overwhelming response from shoppers.

ActMedia Singapore Pte Ltd is a wholly owned subsidiary of OMG Holdings Pte Ltd 3

Social media marketing as part of a business’ overall marketing strategy is not a new occurrence. Businesses today know that if their target audience is consuming content on social media platforms, they ought to have strategies in place to capture and engage consumers, fans and potential customers. A key draw of social media has been that it was perceived as low cost, sometimes even seen as a “free” way for businesses to market themselves.

However, a closer examination of content creation for social media, content marketing and the fact that social media platforms have moved towards advertising and pay-to-play models reveal that social media, now more than ever, is no longer as ‘”free” as previously perceived. This reality and awareness can help brands to plan carefully their marketing strategies and allocate the right resources towards platforms and activities that are relevant to their businesses.

Once businesses identify the development and maintenance costs of social media and understand the resources and efforts needed to compete on social media landscapes, they often still struggle to integrate social media marketing into their organizations’ operations. Here the costs of social media relate to the organization’s ability to successfully intergrate social media into their business operation. Here are some key tips for businesses:

Social Media Expenses Revealed

Social media is now a crucial platform for many brands. Understanding the actual costs and organizational implications of social media is critical for brands to compete effectively in today’s digital reality.

About Digital RezonanceDigital Rezonance, the digital marketing division of OMG, works with businesses to build exposure and influence on digital and social platforms. To receive our “Social Media Content Creation For Your Business” presentation, please contact Ms. Caitlin Nguyen, Regional Business Director at [email protected] or visit DigitalRezonance.com for more information.m

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What Are the Actual Costs of Social Media?

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• Develop a consistent social media calendar; create a yearly calendar and plan in detail one to three months ahead, depending on the value of your business• Sync your general marketing and promotional calendar with the social media calendar• Develop a policy to respond to comments to nurture brand advocates and build customer satisfaction. Often this involves the Customer Service/Relations department• Develop a process to bring social media community feedback to the company leaders

4 ActMedia Singapore Pte Ltd is a wholly owned subsidiary of OMG Holdings Pte Ltd

However simple or complex a business’ social media programs are, resources in terms of time and money are needed to create, execute and measure social media campaigns. Expenses can include:

• Directsocialmediaadvertisingcosts

• Branding&visualdesignexpenses

• Videodevelopment

• Appsdevelopmentandintegration

• CommunityManagement

• ContentDevelopment

• SocialMonitoring&Engagement

Tools

Breaking Down Social Media Costs

Local Brands go In-Store

With over 60 years of history, Ngo Chew Hong Edible Oil Pte Ltd has built a strong reputation for itself in the edible oil business in Singapore. They offer a comprehensive range of quality products ranging from oil related products to other food categories such as condense milk and tomato paste. Their flagship oil brand OKI, is

today sold in over 80 countries worldwide.

Ngo Chew ran their OKI campaign with Actmedia using shelf banner during the first quarter of 2015. The shelf banner held recipe cards for shoppers to try out delicious Chinese recipes using OKI oil.

Hybrid Banner ShelfVision Banner

Chee Seng Oil Factory Pte Ltd has been in the business of providing high quality, cold pressed and unrefined oil since 1956. Chee Seng Sesame Oil has been their well-known local and international brand of sesame oil since the 1950s. Their Double Pagoda brand which offers a range of Specialty oil and Sesame related products, caters to the younger generation. Chee Seng ran a burst of shelfvision banners from January till March this year featuring both Chee Seng Sesame Oil and Double Pagoda brands islandwide just in time to coincide with the Chinese New Year period.


Listen to the Flavours of Spring

The Participating Brands:• AAA Sauces• Ah Huat Coffee• Allswell• Anlene• Bobo• Carlsberg• Clorox• Coca-Cola

• Colgate• CP Foods• Danish Royal Stout• Darlie• Dettol• FairPrice Housebrand• Fruit Tree Fresh

• Fukyuama • Gardenia• Gluscoscare Diabetic Tea• Golden Chef • Gold Kill • Guinness Stout• Heinz

• Kao• Kleenex• Knife • Kraft Cheese• Lee Kum Kee• Mama Lemon• Marigold • Narcissus • New Moon

• Oreo• Pasar• Paseo• Pokka• Shokubutsu• Swansons• Tiger Beer• Van Houten• Yeo’s

This year Singapore celebrates our nation’s 50th birthday and it just happens that the 28th Southeast Asian (SEA) Games will also be back in Singapore after 22 years since it was last hosted here. NTUC FairPrice being one of the sponsors of the Games has been airing soundtracks from the SEA Games in all FairPrice Supermarket and Hypermarket stores since March and this will continue all the way till the end of SEA Games in June this year.

We’re Expanding!

Hear the Lion Roar

This year, in an effort to add on and expand our Event’s portfolio, Demopower Singapore participated in a tender for the Health Promotion Board’s team building day event. Demopower is proud to have been awarded the campaign fending off the many creative bids that were entered by other competing agencies nationwide.

The Health Promotion Board (HPB), widely known for their healthy lifestyle initiatives, engaged Demopower for the execution of their Annual Sports Day. After several rounds of recommendation, the committee settled on the theme “Back To School!”. HPB wanted to

take the opportunity to encourage all their staff and family members to get active, sweat it out and most importantly, have fun during the one day event, whilst taking them back to the nostalgic moments of Sports Day during their days as students.

The event was held at Toa Payoh stadium and had a healthy turnout of 600 staff. To keep the staff entertained, activities included Air Brush Tattoo for the men, while the ladies could opt for a more demure but stylish look with Crystal Art Tattoo. In keeping with the back-to-school theme, activities included the likes of “Marble Shooting”, “Chapteh” and “Five Stones”!

For 2015 year of the Goat, FairPrice Radio Show ushered in the Lunar New Year with CNY in-store radio advertisements from over 40 local and international brands. It was no easy task as the CNY theme (Flavours of Spring) had to be imbued into each of the ads advertisement, yet maintain the distinct personality and communication of each brand.

With loads of hardwork, creativity and co-ordination. ShopFM was able to pull this off successfully and each of the participating brands had their ads aired for a full week every hour across 106 FairPrice stores islandwide.

Plesase contact Ms Lililth Tan, Senior Client Service Manager at [email protected] or Ms Celest Wong, Client Service Manager at [email protected] for more information.


The in-house cheerleading competition which saw staff divided into teams was one of the main highlights of the event.

For the grand finale, there was a 8 x 50m Relay that required personnel from each team to take part. The runners were tasked to compete in games like “Spinning Pole”, “3 Legged Race”, “Egg In The Mouth”, “Balloon Sandwich”, “Lead The Blind”, “Balancing Act” and “Mummy Run” that really demonstrated the teamwork from each of the teams!

The beautiful day ended with a prize giving ceremony where the winners were awarded for their effort and teamwork, and though all

of the staff of HPB were exhausted, everyone left with smiles on their faces and a healthier start to their week!

Interested parties, please contact Ms Cara Wong, Deputy General Manager at [email protected] to find out more.

No Perception of Beauty is too Far-Fetched We are all very familiar with the statistics of consumer behaviour where consumers turn to online reviews and recommendations before making a purchase.

- 85% consumers read online reviews for local businesses.- 79% consumers trust online reviews as much as personal recommendations.- Facebook is going strong as a recommendation channel.

This is no different when a consumer is looking for aesthetics procedures.

With the advancement of science and the abundance of medical information readily available on the internet, consumers are embracing self-improvement and turning to aesthetics treatments. And this following is now taking the world by storm.

Aesthetics Hub is the first and only dedicated website in Singapore

where Aesthetic doctors, clinics and patients can come together to create a truly unique consumer experience.

No more fear, no more untrustworthy information, and unreliable sources. Through our partnership with reputable doctors, Aesthetics Hub is here to answer any questions you may have, helping you to make informed and confident decisions to address your aesthetics needs.

Just turning three this year, Aesthetics Hub was the official Media Partner of Aesthetics Asia 2013 and in 2014.


New Addition to the ActMedia Family

ActMedia Singapore Pte Ltd 8 Jalan Kilang Timor #01-01 Kewalram House Singapore 159305 Tel: 6844 0122 Fax: 6746 8105Website : omg-asia.com/actmediaEmail : [email protected]

In-Store Media In-Store Radio - ShopFM Mobile Guerilla MarketingLililth Tan 9678 1543 Celest Wong 8333 6695 MyFatPocketBianca Zen 8201 0247

Sales Enquiries

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Jonathan WeeClient Service ManagerJonathan joins MyFatPocket (MFP) as Client Service Manager. He came from a sales and business development background where he had worked with numerous F&B companies, hotel chains, technology firms and music companies.Jonathan will be handling merchant acquisition from F&B, wellness and fitness industries.

Watt Pei QiPurchasing & Finance Assistant Pei Qi joins ActMedia’s Finance team as Purchasing & Finance Assistant. In her past employment, she had worked in a trading company and a large healthcare company specializing in materials procurement. With her past experiences, she will be able to deliver value to our company as we progressively adopt a more robust focus on cost management and product quality assurance.

Stefanie LeeCreative Design & Content ProducerStefanie has been in Communications and Media background. Her experiences include content management and copywriting both from working full time and being a freelance writer in health & beauty, food & fashion. As MFP’s Creative Design & Content Producer, her experiences will be invaluable for our online female portal.

Julia TanRecuritment & Operations ExecutiveJulia joins DemoPower as Recuritment & Operations Executive. She came from F&B background with operational experience and her training in food safety and quality will be a great benefit to DemoPower’s sampling business. Penny Tham

Finance ExecutiveHaving 14 years of accounting experience in various industries comprising hygiene services, golf & country club, hospitality and being a Certified Accounting Technician, Penny is an invaluable addition to ActMedia’s Finance Team. Her varied experience will be an added value in the new team.

Chong Mei YeeFinance ManagerMei Yee joined ActMedia’s Finance Dept as Finance Manager. She has 8 years of experience in a finance supervisory role from various industries including garment manufacturing, trading as well as legal services. Mei Yee will be providing leadership to the finance team in areas of financial andmanagement accounting.

Eugene Ng Creative DesignerEugene has more than 10 years experience in multimedia and graphic design, serving as in-house designer in various industries including gaming, education, F&B, technology and electronics. Eugene will provide design and support services for ActMedia and DemoPower businesses.

EventsDemo PowerCara Wong 9220 7563

U-DynamicsLynn Woo 8418 8107

Digital RezonanceCaitlin Nguyen 9147 1805


Documents

The Hidden Costs of Social Media