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SMC Q1 Review
8
Q1 Review
Strategic Marketing & Communications
NOW
How we fared?
Strategic Marketing & Communications
Q1 Performance
125,560
1,153,512
41,328
Total Engagements
Total Interactions
Total Followers
Social Media
Best content
Worst content
Public Relations
Total Earned Media Value
$1,243,689.20
$520,733.00
Highest Media Value
(Month of May)
Total Page Views
New Users
227,706
79,764
248,313
85,807
+9.05%
+7.58%
FY 2022
FY 2021
Total Sessions
97,257
104,278
+7.58%
FY 2022
FY 2021
CURRENT FINANCES
CURRENT FINANCES (Apr - Jun)
Forecast
Spent
175,090
64,555.03
10030-03
22,517.65
10030-04
14,158
70,130.59
152,471
10030-06
87,927
10030-07
21,106.75
GOAL
Strategic Marketing & Communications
KPI
KPI
Target
Actual
1.5 mil
Public Relations (Media Value)
$1,243,689.20
Target
Actual
150,000
125,560
Social Media (Reach)
Target
Actual
1,153,512
1.5 mil
Social Media (Interactions)
Strategies
Leverage on partners’ online and offline assets
On-going post boosting
Push for broadcast interviews
Forum and CNA article responses
Cross-sharing
(created content)
Sharing of good news
Strong press release headlines and owned content
Trendjacking on Socials
Strengthen and increase media relations
Public Relations
Strategies
Social Media
Areas for Improvement
Improvements
Public Relations
Public Relations
Strength
WEAKNESS
OPPORTUNITY
THREAT
GUMs consistent mentions of SKM #s on social media
Partnership projects that help increase PR value
CNA articles
Average of 1 broadcast clipping a month
Mainstream media taking credit or discovering kindness stories and sharing them first
Key milstone events lacking groundbreaking or creative theme, angle or headline
Existing media relations/contacts
Low of opportunitiy and slow turnover to produce Forum letters
PR Value is determined by traditional EMV instead of MIV
Pitching stories to various vernacular media outlets with CMIO representation in each project
PR viral stunts with kindness ambassadors
Being the first to discover UGC kindness stories on social media/reddit
Discover upcoming micro-influencers who can become VoLKs
Social Media
Social Media
Strength
WEAKNESS
OPPORTUNITY
THREAT
Carousel posts on IG with right topics (e.g. Stories that focus on local community succeeding and humanity thriving)
Illustration visual styles works
Cross-amplification by CBW agencies
Partnership with micro-influencers that are doing good
Fine tune the right format/style for different social platforms
Low engagement rates on socials
Not doing enough research before jumping on trends
Offensive content
Good/Bad news are not shared on time
Ability to jump on trend-jacking
Current Tiktok strategy needs reviewing
Comms Processes
Comms
Public Relations
1. Check in with partnerships regularly to ensure timeline is met for key milestone events
2. Ensure press releases are uploaded onto SKM's website in a timely manner
Social Media
1. Create own content in SKM style to cross amplify partners content
2. Streamline content that needs to be shared
General
1. Create internal brief/doc with outlines on what each project entails
2. Constant check in and be updated from PR & Social perspective on how to publicise existing materials from campaigns
3. Content scheduling needs to be synergised (e.g. video content timeline)
The Pride
- Repurposing old articles
e.g. Teacher Huda article for Teacher's Day
- Strategic ad buys
e.g. Relook at demographic targeting
- Be on the pulse for SEO trending topics
- Commentary articles do not do well on The Pride
Future Plans
Future plans
Public Relations
1. Calculate MIV instead of EMV
2. Execute a PR stunt to increase awareness and MIV
3. Find more opportunities to respond to forum letters
4. Craft enticing headlines and angles
5. Upgrade Meltwater services to amp up social and news listening]
Social Media
1. Posting 3:1 Tiktok content (3 entertaining, 1 public education)
2. Partnership with micro-influencers (e.g. Adeline)
3. Fine tune on platform specific content
4. Media buy strategy to hit KPIs
Comms
1, Not place OOH ads and replace with other activations
2. Continue strategic partnership with agencies
(SKM controls 100% creative direction)