G2 – Group 9 – Foodpanda

Hi everyone, just sharing with you a quick run-through of our group’s report for our chosen client, Foodpanda! 🙂



Founded in Singapore in 2012, Foodpanda was the first of its kind to enter the food delivery market. With competitors entering the market in subsequent years, Foodpanda has always utilised an agile social media strategy to succeed in this ever-evolving and competitive market. In order to help Foodpanda continue achieving its goal, we utilised insights we gathered from interviews, surveys and focus groups to help us craft several social media strategies which we believe will build on Foodpanda’s existing strategies in a scalable manner.

Objectives of Social Media Strategy

The primary objective of our social media strategy was customer acquisition and retention, which we aimed to achieve by localising content, humanizing the brand, increasing brand awareness and engagement, and highlighting Foodpanda’s Unique Selling Points (USPs).

Localizing Content & Execution

We capitalised on each social media platform’s unique traits in order to localise content.

We recommend that Foodpanda use Facebook in conjunction with the 3M framework, and that they post more humorous Singaporean-centred content.

As for Instagram, Foodpanda can utilize the Instagram Story feature to implement spontaneous selling, utilizing Strategy 1 of social community marketing and selling. 

Foodpanda can also engage in Brand Journalism on its blog, as it can target low-involved customers by engaging in subtle editorial-style promotion. Published blog content will increase Search Engine Optimisation, and will help keep Foodpanda at the top of consumers’ minds. Foodpanda can introduce the human element through a series of articles that feature different food hawkers. Furthermore, Foodpanda can amplify their content through strategic partnerships with well-known local media companies.

In addition, native advertising for Foodpanda can be done in easy-to-consume listicles or blog articles on various local social platforms. These articles should highlight Foodpanda’s main USPs or differentiators.

Lastly, we recommend creating a Telegram channel dedicated to broadcasting Foodpanda events, promotions and discount codes will amplify promotions. Telegram also has a useful feature that allows Foodpanda to keep track of how many people have viewed each message.

Three Brand Campaigns

Our first brand campaign, Foodpandamonium, is an ‘on-demand’ event that strives to promote user-generated content while generating buzz and ultimately increasing brand awareness for Foodpanda.

The second initiative, Scratch-A-Panda, is a brand campaign that seeks to help Foodpanda effectively reach out to their intended target audience whilst raising awareness of social causes.

Our third campaign, Panda Tales, adds a personal touch to Foodpanda’s social media activities with Panda Tales, a spin-off from the popular ‘Humans of New York’ initiative – It aims to shed light on the various unsung heroes of the F&B industry.


In order to overcome the limitation of potential lack of interest or participation, we have chosen to utilise a wider range of application tactics – Telegram, Native Advertising, etc – than are traditionally used. Additionally, we recommend conveying the actions taken after the campaign has concluded.

We also identified 3 main KPIs: To increase customer acquisition by 10%, to increase brand differentiation by 10%, and to increase social media engagement by 20%. In order to analyze the Return of Investment (ROI) of our tactics, we will ensure that every tactic will have a corresponding unique voucher code that will allow direct tracking and measurement.

Feedback indicated favourable responses to our proposed ideas, with any potential concerns being mitigated and solutions incorporated into our initiatives.


Given the highly competitive food delivery space in Singapore, brand differentiation – through the aforementioned tactics such as localization and various brand campaigns – is key to Foodpanda’s customer acquisition and retention goals. As such, the social media strategy frameworks we have crafted aim to humanize the brand, increase customer engagement and to position Foodpanda for scalable growth and expansion in Singapore moving forward.

(G2) Group 1 – SPCA

Hello Guys,

Group 1 from G2 here! 🙂 We are going to share with you our social media strategy for our selected organization – SPCA.

Introduction of SPCA


The Society for the Prevention of Cruelty to Animals (SPCA) was created in the 1800s with the objective of preventing animal abuse and to promote kindness to animals. They provide various animal welfare services to the community such as the 24-hour emergency animal rescue, foster care for young animals and educating of youths in schools. SPCA is a non-governmental organization (NGO) so they rely on donations from the public to continue their role as an animal protector in Singapore.

SPCA’s Current Problems

To further analyze SPCA’s current situation, we conducted an interview with the Deputy Executive Director, Selina Sebastian to find out the current problems that SPCA is currently facing. Some of the issues include overcrowding, insufficient reserves, lack of transparency and underutilization of social media.

Research Question

Based on the above internal and external analyses of SPCA, the research question is: How might SPCA improve its social media presence in order to establish favorable, long-term relationships with its target stakeholders to increase monetary donations?

Critical Analysis of Social Media Strategy

To get an idea of SPCA’s social media engagement, Synthesio was used to search for mentions from 19 September 2016 to 28 September 2017 to maximize the coverage we could analyze. The search returned 2351 results, of which 823 were available for public viewing. From our results, we can see that the biggest share of voice is found on Facebook at 41.98%. This corroborates with the pattern in social media following across SPCA’s social media platforms. It is, however, interesting to note forums such as Hardwarezone had a substantial share of voice of 22.81% in the documented period. Through observation of the forum postings, people mention SPCA most often in discussions on animal abuse or abandonment.

Based on observations on SPCA’s social media it is posited that the biggest pitfall of SPCA’s current social media practices is the existence of cross-posting without consideration for the medium. This has resulted in a waste of resources as SPCA manages a multitude of social media platforms which largely lack engagement with its stakeholders. According to McLuhan’s The Medium is the Message, any medium will introduce a new scale to issues. The various social media platforms were rolled out with the intent to serve different purposes, and thus it would be inefficient and ineffective to not tailor-make content for better interactions online. For example, Twitter is designed as a platform to share short messages in less than 140 characters. SPCA’s Twitter profile, however, automatically shares its Facebook posts instead. The lack of brevity in SPCA’s tweets defies the purpose of Twitter, especially when content is duplicated across platforms. It is thus little wonder that SPCA’s tweets garner on average no more than 6 interactions per tweet.

It is also observed that SPCA does not engage in two-way communication, only responding to queries and apologizing for poor customer service in comments and reviews. As a non-profit organization, it is imperative for SPCA to build rapport with its stakeholders, to ensure continued support and increase funding for its operations. As Deputy Executive Director Selina Sebastian puts it, people are more receptive to giving to an organization when they see the good work that has been done. This means that SPCA needs to increase its social media engagement by inviting its followers to participate in meaningful conversations so as to truly understand what they value and view as ‘good work’.

Due to their limited budget available for communication efforts, SPCA embraces the free internet channels to share its good work. In the face of scarce resources, it is hence critical for the organization to improve its social media strategies and presence in order to be able to achieve its goal of building up fund reserves.

Main Goal and Objectives for SPCA

Our main goal is to help SPCA to increase monetary donations from individuals. This is because SPCA’s financial reserves currently stand at a single year’s operating costs, instead of the recommended 3 years. Despite that, SPCA does not actively seek individual donations on social media. Additionally, it is easier for SPCA to reach out to corporates for large donations. As such, it is key for SPCA to ramp up efforts in attracting individual donors to contribute to the financial resources needed to help the animals under its care. It is also proposed that the individual donations received will be allocated to the animals while corporate donations are used for the organization’s sustenance instead in order to increase individuals’ willingness to donate.

Therefore, we proposed three main objectives for our recommended strategies for SPCA.

1) To increase monetary donations from individuals by 8% that approximates to $28,2402

2) To increase SPCA’s favorability in the public’s eye to increase the sustainability of donations

3) To increase followers by 5,000 on Facebook and 4,000 on Instagram.

Target Audience

Our target audience is Singaporean individuals between 25 to 44 years old and are animal lovers. According to the Digital Influence Lab, Singaporeans between the ages of 25 to 34 are the most active social media users in Singapore with the rate of 96%. However, we are also considering Singaporeans between the ages of 35 to 44 as they have the second highest active social media users rate of 93%. Moreover, according to the National Volunteer and Philanthropy Centre (NVPC), the latter age group produces the highest donation rate of 85% than other age groups. Additionally, our primary target audiences have to be animal lovers as they are more likely to empathize animals and in turn, are more willing to change their donation behaviors and attitudes.

Proposed Strategies


Target Audience Framework

Untitled 2

Recommended strategies and tactics

  1. Let’s SPCA (Save, Protect, Cherish Animals)

Let’s SPCA is a peer-to-peer campaign movement that aims to increase SPCA’s social media followers by increasing awareness of SPCA’s mission to stop animal cruelty. Such movements have proven to be effective in garnering public attention. It is envisioned that the potential virility of such a campaign can be leveraged upon to spread a positive framing of SPCA to those unfamiliar with the organization.

Let’s SPCA requires individuals to take a picture with their pets and/or hold a sign that says “I am against animal cruelty” or “I say no to animal cruelty,” as illustrated below. This picture would then be posted to their Instagram or Facebook with the caption “Let’s SPCA” and “Join the against-animal-cruelty community on SPCA’s facebook”. The captions allow the public to recognize SPCA’s involvement in the campaign and increase web traffic to its Facebook page. To spread the campaign, participants will have to tag three friends to participate and join the community. If more people mention or tag SPCA, it makes their account more accessible to the public.

Untitled 3

Let’s SPCA will first collaborate with animal-loving local celebrities and influencers in Singapore for the campaign to gain hype online. This is because according to the Social Network Theory, celebrities have high centrality to help this campaign to reach out to more people. A suggested celebrity to kick off the campaign would be Desmond Tan, who is recognized as a strong animal advocate, as seen from his co-initiated campaign for deserted animals called “Blue Socks”. Secondly, marketing efforts by SPCA are needed to spread awareness of this campaign amongst their followers as well. Additionally, the time frame for this campaign is the entire six months to maximize participation from the target audience in ‘Segment 1’.

Untitled 4

  1. BeLive in SPCA

BeLive in SPCA intends to increase interactivity between the organisation and Segment 2 to increase inclination to donate. It also combats slacktivism – the use of small actions online to show support for causes by making the simple action of sending gifts through BeLive a tangible effort in supporting animal welfare.

Live streaming was identified as a suitable platform as it has risen to be a global phenomenon over the past 2 years, accounting for 66% of online traffic (Mortensen, 2016). In recent months, live streaming has evolved to allow the sending of virtual gifts that can be converted into real currency. The live streaming industry has since become highly profitable, raking in billions annually. In Singapore, companies such as BeLive have jumped on the bandwagon to provide their own platform for local online personalities to interact with their fans. Therefore, this could be an opportunity for SPCA to engage its followers and subtly put forth the donation appeal with original content that shows how donations will be used for the welfare of the animals.

Untitled 5

In collaboration with BeLive Singapore, SPCA will hold fortnightly live streams where viewers will be able to send donations in the form of virtual gifts. The live stream campaign will start off by tasking the hosts to complete a series of activities which will only be considered complete if the specified number of virtual gifts is reached. A benchmark for the desired hosts would once again be Desmond Tan. SPCA will also send a representative of its organization to host the stream together with the personality to remind viewers that the streams are an SPCA initiative. Ideally, the representative should be engaging and a familiar spokesperson of SPCA, such as Suresh Sundramurthi. In subsequent installments, donations from the previous streams will be used to purchase items such as food and shampoo for the animals of SPCA in an effort to increase transparency of fund use. 

  1. Purrfect Friend

Purrfect Friend is an online activity that allows the public to “adopt” a pet virtually and offer real-time help. This increases the responsibility and commitment a Purrfect Friend participant feels towards the animals and cause, increasing their motivation to donate. In addition, funds usage is more transparent through this strategy, assuring donors that their contributions will directly impact their selected animal.

Purrfect Friend requires SPCA to create a page on their website and list the top 20 animals that have been at SPCA for more than 2 years. We chose these animals for this pilot initiative because of these animals, according to Sebastian (2017), have a low likelihood of getting adopted. Therefore, we would like to use the donations garnered from this initiative to first help the animals who are in greater need.

On the page, each listed animal will have a meter at the side as illustrated below. The meter shows the current amount of donations an animal receives and should receive each month based on their individual needs. After each month, any leftover donations will be carried over to the following month’s meter to maintain transparency. In addition, each listed animal will have a profile for potential donors to know them better and increase emotional attachment through the use of ethos.

Untitled 6

To increase the donors’ engagement with their Purrfect pets, these animals will star in the BeLive streams and weekly videos that will be uploaded onto their profile page. As 6 months is a very short period of time, Purrfect Friend is a pilot initiative for the listed animals and if this campaign is successful after 6 months, more animals will be listed up on the web page. 

  1. Woof Got Mail

“Woof got mail!” is the sending of a personalized Electronic card (E-card) to members of Segment 3 in appreciation of their contributions to SPCA. This is done in line with how people are motivated to donate again after receiving recognition. Since SPCA relies heavily on sustainable donations, a strong and positive relationship with donors is vital. This strategy will hence convey SPCA’s sincere gratitude to each contribution, as any amount goes a long way in helping the animals.

Currently, SPCA’s donation platforms only display a simple thank you message after each transaction. To demonstrate sincerity and appreciation, “Woof got mail!” will allow all donors to receive a personalized E-card via email, which can be retrieved from SPCA’s database. The E-card will be addressed personally to these donors within 1 working day and inform them about how the donations will contribute to SPCA’s operations.

Untitled 7

  1. Woof Got Featured

As an extension of “Woof got mail!”, this strategy leverages on the donors’ desire to feel appreciated for their contributions. For “Woof got featured!”, we also make use of SPCA’s social media to feature their current donors by creating a photo mosaic in a public display of gratitude for their contributions.

“Woof got featured!” requires SPCA to create a photo mosaic that features SPCA’s current donors’ photos on Facebook. The mosaic is created by collating all the individual donors’ photos as seen below. The large share of voice of SPCA’s Facebook page allows for wider reach of this initiative. The many mosaic creating tools online allow SPCA to select one that best suits their needs. For instance, SPCA could use Mosaically, which is a platform to create a mosaic with hundreds of photos with a low cost.

Untitled 8

To further increase transparency, the Facebook post can also include the overview of the funds breakdown while directing interested users to SPCA’s annual report for a detailed version. This step is vital for SPCA because transparency is a motivating factor for millennial donors to continue donating.


With a social cause centered around social media platforms, slacktivism might still occur. It could serve as a barrier to the campaign objectives as our target audience might remain unmoved and not get involved with the proposed activities. This will, in turn, prohibit the increase in donations and sustenance in donorship in long term.

Secondly, with many strategies and tactics in place, there is a potential lack of manpower in SPCA. As an NGO, they are faced with limited staff, let alone staff with technological expertise. The execution of certain strategies may prove a challenge. Despite this, Sebastian mentioned that SPCA has numerous volunteers available who consist of well-equipped and highly-expertised technological and communications individuals.

Lastly, having tested only 2 of the 5 tactics through a focus group sharing, we are unable to determine the possible effectiveness of the other tactics due to time-constraint and the lack of reach.


While it’s crucial for non-profit organizations such as SPCA to amass donations for the sustenance of its operations, it is critical to communicate SPCA’s commitment to mitigating animal abuse and abandonment. Through the proposed social media strategies, SPCA will be able to convey this message while simultaneously demonstrating an understanding of donor motivations and desires, aiding in its conquest to establish favorable long-term relationships with its donors.

We hope that the proposed use of less conventional social media platforms can generate conversations about SPCA within the animal-loving community. This will help us to spread SPCA’s work through positive word-of-mouth, and create much-needed hype for the strategies to gain traction. If these strategies prove to be useful within the proposed 6 month implementation period, SPCA could consider the continuation of the campaign and cement its position as a leading advocate against animal cruelty.

If you’ve read on despite the post being so long, give yourself a pat on a back. Thank you for reading. 🙂

Our group will also like to take this opportunity to thank Professor Shim and our TA, May, for the past semester of hard work.

All the best for all your finals and may all of you have a great Winter break after this. Take care, everyone!

Signing off,

G2, Group 1 (Daphne, Dora, Lynn, Jiapo and Xin Kai)

G1 – Group 2 – PM Social Media Use and Parasocial Relationship

Parasocial relationship through social media: Assessing the influence of Prime Minister’s (PM) social media presence on Singapore Management University (SMU) students’ confidence in him


Inspiration for the topic

As a team, we are pretty keen on politics and current affairs. We read the research paper by (Chung and Cho, 2014) during the second week of the curriculum and were pretty impressed by it. In short, the writers studied the relationship between Korean celebrities and their fans. They conducted a survey and found that a parasocial relationship had developed between celebrities and fans through the use of social media. They also found that such a parasitical relationship had serious implications for brand endorsement and credibility.

We were fascinated by the concept of a parasocial relationship and curious to see how powerful its effects really are. We thought that there are compelling reasons for extending the concept to the political context. If it has such strong implications in the commercial setting, then perhaps these effects might be replicated in politics to the benefit of various political actors. The next question for us was which politician should we study? At once, the choice was obvious – the PM in Singapore is popular for habitually posting on his various social media accounts.

Screen Shot 2017-11-22 at 10.01.59 pmScreen Shot 2017-11-22 at 10.03.03 pm

On his Twitter and Facebook accounts, the PM frequently reveals intimate details about his personal life. And if you click on any of these social media posts, you will see that it is filled with positive comments from his many followers. This was extremely conducive for the development of a parasitical relationship between the PM and his followers. Accordingly, we were excited to begin our research. We quickly sought out various SMU students which we employed as our survey and interview subjects. While we understand that confining our sample to such a small group might limit our research findings, we nevertheless hope that they might function as a microcosm of Singaporeans as a whole.

Hypothesis 1: SMU Students’ following of PM on SNS and parasocial relationships with the PM are positively associated. 

First, we posited that SMU students who follow the PM on Twitter and Facebook have a parasocial relationship with the PM. We based this by analogising the findings of previous academic papers on parasocial relationships in the commercial context, as well as on the back of the many positive comments easily found on the PM’s social media posts.

Hypothesis 2: Parasocial relationships and SMU students’ perceptions of the PM’s credibility are positively associated.

Second, we thought that it would be likely that if parasocial relationships were found amongst the followers of the PM, these parasocial relationships would lead to those followers viewing the PM with high levels credibility similar to parasocial relationships in the context of celebrities.

Hypothesis 3: SMU students’ perceptions of the PM’s credibility and SMU students’ confidence in the PM are positively associated. 

Third, we posited that research findings pertaining to brand credibility and perceived product quality are similarly applicable in the political context to measure the effect of perceptions of credibility on political confidence. Approval and support for governments normally increase citizens’ trust and perceived credibility. This is unsurprising given that governments wield great power and the individual is vulnerable to abuses of political power. 

Measuring parasocial relationship with the PM

We employed 3 criteria of parasocial relationships: Understanding, Perceived Friendship and Self-Disclosure. We examined various past studies on parasocial relationships, all of which adopted different indicators in order to measure the existence of parasocial relationships. After much deliberation, we finally decided on these 3 criteria, which we adopted from (Chung and Cho, 2014), because it made the most  sense and were the clearest in illustrating the concept.

In our survey, we made sure to ask questions that most accurately reflect the value of these 3 criteria on the part of our respondents.


After a tedious survey and interview process, coupled with running the data through SPSS software, we present the following results.

Screen Shot 2017-11-22 at 10.30.44 pm.png

To our astonishment, Hypothesis 1 was rejected. As we had predicted, Hypotheses 2 and 3 were accepted. Our findings are a little confusing at first glance. What this meant was that SMU students had a parasocial relationship with the PM, and such parasocial relationships led to an increase in their perceptions of the PM’s credibility and confidence in him. However, such a parasocial relationship did not arise from the use of Facebook and Twitter. It must have developed from other means beyond the contemplation of our paper.


We asked ourselves: how else could SMU students developed a parasocial relationship with the PM, if not through Twitter or Facebook? We postulated several possibilities.

First, respondents may have developed a parasocial relationship through media influences other than SNS such as traditional media. However, this is unlikely as our survey results also show that traditional media did not affect the development of a parasocial relationship with the PM,

Second, a parasocial relationship may have developed through following the PM on SNS platforms not within our survey. While our survey only included SNS of Facebook and Twitter, certain respondents in our post-survey interviews expressed views that they actively follow and receive updates from the PM through Instagram. These interviewees also mentioned that they favour the use of Instagram over other SNS. Therefore, such parasocial relationship amongst respondents could have been developed through following the PM on Instagram.

Third, the significant negative correlation in our findings may be due to the nature of Facebook and Twitter as platforms which facilitate critical political discussions. Facebook and Twitter are channels in which Singaporeans who possess anti-establishment views employ to discuss important and sometimes controversial political matters. In contrast, Singaporeans who desire a more intimate interpersonal relationship with the PM are more likely to “follow” the PM on Instagram. Accordingly, Instagram probably constitutes the SNS platform that is conducive to the development of parasocial relationships. This could be a possible explanation as to why respondents did not have parasocial relationships with the PM through Facebook and Twitter use.

Fourth, the development of a parasocial relationship may be through non-media related factors. The culture in Singapore follows that of Confucianist values with emphasis on respect for elders and persons in authority. As such, many Singaporeans have an inherent respect for people in governmental capacities such as the PM. This is applicable here given the fact that the PM has been the Prime Minister of Singapore for 13 years leading Singapore through a relatively prosperous period of time. The PM’s position as the leader of the People’s Action Party which has been the Singapore’s governing party since independence overseeing Singapore’s transformation from a third world country to a first world country could also lead the respondents having an inherent sense of trust and respect for the PM.

Regarding our findings on Hypotheses 2 and 3, our study mirrors those of previous researches on parasocial relationships in relation to celebrities. Accordingly, it appears that the concept of parasocial relationship and its powerful implications are likely to be similarly applicable for politics.


Our study provides ample evidence that the immense implications of parasocial relationship in the commercial context may likely be replicated for political actors. This represents a new exciting avenue for research. With the advent of web 2.0 technology, the reliance on social media for political communication is only going to increase. Politicians must better understand how to cultivate parasocial relationship with their followers to fully harness the power of social media.

By: CHOO Jun Kai, Fabian DE LA FUENTE OLIVAS, Leonard LEONG Chee Yarn, LIM Kiap Mei Grace, Wayne YEO

COMM346 AY2017-18 has finished all this term’s course-work

COMM346 has finished all this term’s course-work .

Student presentations were held during Weeks 12-13.


Corporate executives from OhChaCha and Nine Fresh who are the clients of Alto Marketing – the digital consultancy – visited COMM346 and attended students’ pitch.

OhChaCha executive directors received well the CSR ideas and video viral campaigns.

The Nine Fresh PR manager also indicated high interest in the ample timely and seasonal event ideas suggested by the pitch.

Sanghee Kim, one of the COMM346 alumni, and an Alto founder, represented WingZone and provided valuable feedback to three groups who pitched ideas for WingZone.

Sanghee said “All of our clients are very impressed by the fresh and insightful ideas of each group, and will discuss further on actual incorporations of groups’ ideas into real strategies.”

Thank you to OhChaCha and Nine Fresh for their amazing collaboration with COMM346 this term!


Other students’ projects in G1 presented social media strategies for The Coastal Settlement, The Cat Museum, academic research on parasocial relationship through politicians’ use of social media, and a case-study on aviation crisis responses via social media.

Students’ projects in G2 presented hands-on strategies for SPCA, Home Away, The Big Cheese, Suit Yourself, and FoodPanda, as well as academic research on addictive following of online influencers.

COMM 346 successfully finished this term.

Well-deserved kudos to you all! And good luck with your finals!

Discovery project winners

We have seven discovery project winners.

From G1, four students, Marcos, Samantha, Seraphyn and Xue Ling won the prize.

From G2, Khee, Regina, and Myra demonstrated good performance in tracking the organization of interest. Cheryl and Jonas’s project delivery, who are the top opening essay winners, were also outstanding.

All the groups effectively have used the Delivery project  for the investigation of the competitors or role model leader of the industry.

Kudos to you all!


Digital Marketing Specialist, Will Carnwath visited COMM346

Will Carnwath lectured for COMM346, illustrating new pressures and extended responsibilities of corporations with regards to digital innovations and changing trends in marketing communications.

In the lecture he shared new trends, specifically, perishable content, visual content dominance, changing editorial algorithms, the demise of the traditional human bylines, and social business initiatives in the B-to-B sector.

In addition to touching on digital trends and its implications for corporate communication, the guest lecture session covered real-world case studies to provide practical insights and lessons learned.

In the follow-up Q and A session Will shared with students regarding the projection of future trends and possible organic reach of the corporate content and some other interesting topics for further discussion.

Will’s expertise focuses on corporate reputation, investor relations, and crisis—with a particular focus on the use of digital strategies to engage with a broad range of stakeholders—and he co-leads Brunswick’s Business and Society practice for Asia. He is a former senior investment banker, with over 10 years in corporate finance at Nomura and Piper Jaffray, where he focused on healthcare and industrials in the investment banking group. Before moving to Singapore to establish a new office, he spent three years as Chief of Staff to the Chairman of Brunswick in London, working with him on the largest and highest profile international client accounts and deals. Will graduated from St. Andrews University with a degree in physiology.

Thank you so much, Will, for sharing your valuable insights with COMM 346!

A marketing guru crossing from analogue and digital helped enlighten our class.

Mr. Chee Yue, the director of XYZ Wave Private Limited, shared in-depth industry insights with COMM 346.
Mr. Chee Yue is the trusted partner of agencies, brands and MNCs in Asia, charting and navigating the digital transformation of their business, marketing and customer engagement since 2000 with the last five years focusing on technological innovation and the adoption of emerging technologies.
He shared how marketing and PR has transformed messages and formats in the digital era, with the focus on interactivity and value propositions of the brand, based on his more than 20 years of experience as a marketing expert.
Thank you, Mr. Chee Yue!

Are influencers a dying medium?

I came across this interesting opinion piece on influencers, which was inspired by the controversial wedding of influencer Melissa Koh. I found it to be quite thought provoking and relevant to what we recently discussed in class, and it’s definitely worth a read.

It’s quite a long piece, so for those of you who are time poor, here’s the TL;DR:

  • Many brands believe that the use of influencers are equivalent to word-of-mouth, and that consumers will blindly believe what is said
  • Authenticity and transparency are two factors which should be highly prized by brands and consumers alike, however, sometimes brands fail to see this
  • There are guidelines by the Advertising Standards Authority of Singapore, in aims to increase transparency, and in turn, authenticity; However, these are not being adhered to
  • Engagement in the long-run is built on trust and transparency
  • Brands should evaluate which influencers they work with carefully

All that being said, in the end it’s up for consumers to ultimately decide – after all we have the power.


What do you think? Is it time to say goodbye to influencers?

Group 1 – The Coastal Settlement

Hi everyone!

We’re Group 1 from G1 and our organisation of choice is The Coastal Settlement.

What is The Coastal Settlement?

It is a vintage-themed restaurant/cafe/bar located near the coast of Changi. It was established in 2011 under the Urban Group Company and was the first cafe to be set up along Netheravon Road.

What is the Target Group For The Coastal Settlement?

From our interviews, we’ve gathered that the cafe aims to target:

  1. Students and adults who wish to find a comfortable place to work out of office.
  2. Families with children
  3. People looking for a place to host events of any nature.
  4. Workshop enthusiasts.
  5. The local community in Changi

Why Did We Choose The Coastal Settlement?

We chose it because our group believes that the restaurant has the potential to grow into something more than just an eatery. It has a great story behind it, very attractive decor, amazing location, and a unique menu.

Its weak point is that it lacks a strong online and social media presence. It only has a Facebook page which isn’t updated regularly. It also does not have an Instagram page. Furthermore, its management does not believe in paid advertising either through online or offline channels.

Our goal was to come up with a strong proposal containing well-defined social media strategies, in order to convince our client of the value of engaging in social media to market the brand.

How Can Social Media Help The Coastal Settlement?

We believe that it can help:

  1. Create greater awareness of the brand, especially beyond the local community of Changi.
  2. Attract customers from nearby sailing and golfing clubs, or families exercising in the area with their children
  3. Receive and respond to online feedback.
  4. Turn loyal customers into advocates.
  5. Increase Zero Moment of Truth for the brand.

What Are Our Main Objectives of this Project?

As mentioned above, we hope to come up with a proposal that contains sound social media strategies which will help the brand better market itself and connect with its customers. We also want to help the management realise the effectiveness of marketing through social media.

Specifically,  we can help the management respond to social media comments and reviews professionally, attract more followers on its Facebook page, the creation of an Instagram account with unique content, and the monitoring of sentiment about the brand.

What Are Our Main Messages We Want to Deliver?

That The Coastal Settlement is a cosy, retro-themed restaurant which will whisk you away from the hustle and bustle of city life to the seaside.

That it is a perfect place to hold weddings, parties, and corporate events. It is also a place that allows people to relax, especially those who are hanging out nearby after a day of activities

Finally, it is a place for anyone who wishes to study, conduct meetings, or work away from home.

Analysing Our Target Groups

We hope to find out more about our target groups through interviews, observational studies, online surveys, and focus groups.

Feasibility of Media Platforms and Analysis of Data Received

We plan to use the usual social media platforms such as Facebook, Instagram, and also food review platforms such as HungryGoWhere and Burpple.

We have seen the value of online journalism platforms like TheSmartLocal, Sethlui.com, and LadyIronChef. Hence we will be looking at these platforms to push out content.

We hope to use platforms such as Social Bakers, Synthesio, and Facebook Insights to analyse the effectiveness of our social media platforms of choice.

We will keep you updated on the progress of our project in due time, Thank you!


– Group 1: Bryan Low, Christel Tan, Roy Chionh, Seraphyn See, and Zenavia Quek


Top opening essay award

We have four top opening essay award winners for COMM346, AY2017-18 Term 1.

From G1, the winners are Jun Kai and Melanie. Jun Kai’s opening essay was impressive as he brought up an interesting issue regarding the law industry and its digital adoption. Melanie’s essay created a strong impression of her keen interest in the digital world and her passion and curiosity within it.

From G2, Cheryl and Jonas won the award. They commonly shared their internship history in relevance to real struggles in the business process to make a fresh idea actually happen. Their stories were real and down-to-earth.

Jonas and Charyl

Please give congrats to the award winners, and don’t forget that there are still a lot of chances to get an award, as many surprises are still awaiting for this term.