G1 Individual Research Project – LTA

Hey everyone!

Term is ending, and the holidays are just around the corner. Hope you guys are coping well with whatever is left of this hectic school year!

I’ll just jump straight into what I did for my individual research project.

I looked into an organisation which most of us should be familiar with – the Land Transport Authority (LTA). If you do not know what LTA does, than I suggest you get out more often. Anyway, LTA currently operates as a statutory board under the Ministry of Transport, and is in charge of planning, operating and maintaining Singapore’s land transport systems and infrastructure.

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Through my research, I want to examine how a public sector organisation structures it social media use, especially since such organisations are not motivated by marketing or profit-driven purposes.

For my research on LTA, i noted that it has three main goals which it hopes to achieve. Firstly, it seeks to make public transport the preferred mode of transport for local commuters. Secondly, it wants to ensure that the various transport needs of Singapore’s growing economy and expanding population are met. Finally, LTA aims to commit itself to the nation’s road use by enhancing road networks and improving road safety.

So, with this understanding of LTA, I established my research questions as:
1) How effective is LTA in utilising social media to achieve its three main goals.
2) Using this analysis, how can LTA improve its stakeholder engagement endeavours to attain its objectives?

Through my analysis of LTA’s current use of Facebook, Instagram, Twitter and YouTube, I identified that LTA attempts to engage with its stakeholders and educate them on new initiatives, projects and policies. LTA’s efforts on social media appear to be rather successful as it publishes content that fit well with the characteristics of the various platforms. For instance, Facebook was used to publish detailed info due to its text-focused nature and Twitter was used to disseminate short and impactful messages as it is known to be the fastest way for news to travel nowadays. However, it seems that LTA lacks greatly in interacting with its stakeholders online, usually engaging in one-directional communication with no interest in responding to its stakeholders.

Thus, I proposed that LTA expands its use of social media to include
1) Crowd-sourcing campaigns to gather information for better policymaking

2) Feedback gathering channels to have a better understanding of issues on the ground that allows gaps in public service delivery to be identified

I hope that my suggestions can help LTA move closer to achieving its goals, connecting with the citizenry and showcasing its willingness to be an open and transparent organisation.

Thanks for reading this post and good luck to everyone!

Crystal

G1 – Group 9: Bata

 

Hey guys, here’s a summary of our research on Singapore’s most well-known shoe company, Bata.

If you think that Bata is a local and cheap neighbourhood brand, boy you are so wrong. In fact, Bata is a large, global footwear manufacturer and retailer present in 90 countries and headquartered in Switzerland. So, before you think of Bata as a “Buy and Throw Away” brand, think about all that effort injected into these European styled shoes.

Noting that Singaporeans have a generally negative impression of the Bata brand, we decided to analyse Bata Singapore and attempt to come up with suggestions that can help improve its social media marketing efforts, which are currently weak and ineffective.

Despite Bata being a brand that targets various segments in the market, we feel that Bata can start off by focusing on a particular target audience when establishing a foothold on social media. Since Bata is particularly strong in its product offering for young children, with its Bubblegummers diffusion line and iconic white canvas school shoes, our proposed strategies aim to target the primary purchasers of children footwear. Through primary and secondary research, we uncovered that this group of primary purchasers are young mothers, aged below 40 with one or more children.

Research on young mothers provided us with the following findings:

Bata2

With the selection and understanding of our target audience, we came up with the following objectives:

  1. Assist Bata in increasing its following by young mothers on social media platform
  2. Create engagement opportunities for young mothers on Bata’s social media platforms
  3. Establish brand trust among young mothers in the Bata brand

Hence, to meet our objectives, we propose that Bata ramps up its social media efforts with the key message of being a brand for families, promoting togetherness and positioning itself as a dependable partner in consumers’ family life. This underlying message connects the proposed strategies, which fall under a newly introduced theme titled Bata Families.

Our suggested strategies will be specific to each platform, by concentrating on three social media platforms:

  1. Facebook: #batafamilies discount promotion to inform and attract
  2. Instagram: #batafamilies contest and pass-it-along strategy to encourage sharing and interaction
  3. Bata Mobile Application: user forums, loyalty points and featured bloggers

To conclude, our research aims to assist Bata in building up their social media presence by targeting the young mothers in Singapore. We believe that with our suggestions, Bata can utilise the power of social media and realise its underdeveloped potential to be young mothers’ preferred footwear brand for their children.

We look forward to sharing more about our project with you!

Group members:
Crystal Soh, Nguyen Son Nam, Tan Mei Yu Irina, Tran Que Hien and Yew Shu Hui Amanda