Social Media Case Study #1: The launch of SUCCESS Book (Part 1)



In any launch of a brand new book by a new author, the pre-launch publicity is more important than post-launch publicity and promotion. Social Media can be used to support both the pre and post launch. It will be deployed alongside with public relations, event management, and other sponsorship. The book – “SUCCESS” showcase the integrated publicity approaching using social media and mass media appeal to promote the book way before it is launched.


  • Though Richard Gavriel is a leading Speaker Manager in the professional speaking landscape in Singapore, he has never written a book before until Dec 2013; he is a novice author.
  • There have been many books written about SUCCESS both in Singapore and internationally
  • It will be a published book and not an ebook.
  • It was to be launched in Dec 2013

Best Practices

  • Every book should have a fan page by itself. This should be different from the author’s page
  • Share first; Sell later.
  • A video channel by the same name may not be necessary unless the content of the book requires a lot of “How to…..”. Showing is always more impressive than telling.
  • User-generated content has more social appeal than original ones. Audience are more interested in what others say or what the brand says.
  • Online pre-order of a new book is essential with testimonials from the best client at least 6 weeks before the launch –
  • Video is more engaging than text or static visual. Youtube is the 2nd largest search engine in the world behind Google and they are of the same family.


  • The launch is postponed a month back to end of Jan 2014 to catch the Christmas season pre-order and also to give more shelf life recency to the book.
  • A series of videos discussing different aspects of achieving SUCCESS in life.
  • Construct a list of keywords relating to “SUCCESS”
      • success quotes
      • success
      • succession
      • success factors
      • success magazine
      • success academy
      • success quotes
      • success maker
      • success factors
      • success magazine
      • success academy
      • success kid
      • success synonym
      • success for all
      • success academy
      • success at the core
      • success and failure quotes
      • success articles
      • success affirmations
      • success by design
      • success books
      • success criteria
      • success chess
      • success connect
      • success communications group
      • success coach
      • success definition
      • success defined
      • success dictionary
      • success driven
      • success definition for kids
      • success express
      • success essentials
      • success equation
      • success factors
      • success for all
      • success guru
      • success games
      • success guide
      • success has a thousand fathers
      • success habits
      • success hypnosis
      • success has many fathers
      • success hard work quotes
      • success is counted sweetest
      • success is the best revenge
      • success is a journey not a destination
      • success in life
      • success journal
      • success jokes
      • success link
      • success learning center
      • success life quotes
      • success labs
      • success learning
      • success learning academy
      • success magazine
      • success motivational quotes
      • success network
      • success on demand
      • success poems
      • success principles
      • success pictures
      • success portal
      • success posters
      • success quotes
      • success quotes for women
      • success quotes for men
      • success quote of the day
      • success quotes pinterest
      • success quotes for kids
      • success quotes for students
      • success questions
      • success quotes for work
      • success synonym
      • success stories
      • success speech
      • success songs
      • success strategies
      • success schools
      • success sayings
      • success systems
      • success tips
      • success tracker
      • success unlimited
      • success university
      • success under stress
      • success vision
      • success video
      • success vs failure
      • success vs happiness
      • success vs excellence
      • success vs significance
      • success words
      • success wizard
      • success quotes
      • success with honor
      • success your way
      • success synonym
      • success zone
  • Weave in as many relevant keywords as tags into the youtube videos
  • Promote the book only at the very end of the video with a call for action
  • Connect the audience to the microsite
  • Create a playlist with the 4 video in the following order:
    • Is achieving SUCCESS a Science to follow?
    • Is achieving SUCCESS an Art to master?
    • Is achieving SUCCESS pure hard work?
    • Achieving SUCCESS is a balance of Science, Art and Hard Work


(To be reviewed by Jan 2014)

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Movie Launch : Friends with Benefits (21 Sep 2011)

Event : Friendship with Benefits
Offering : Buffer Dinner, Wine and Movie!
Date : 21 Sep 2011
Time : 6.30pm – 9pm (Wed)
Movie : Friends with Benefits
Price : $30/pax, $55/pair if signed up with a friend.
Venue : Cathay Cineleisure Level 6 – Preview Lounge

Program (subject to slight change) :

6.30 – 7.00 – Welcome and Cocktail
7.00 – 7.20 – Ice Breakers (Vanessa)
7.20 – 8.00 – Dinner & Social Networking
8.00 – 8.30 – Talk on Love Yourself, Embrace Your Body Shape (Vanessa)
8.30 – 9.00 – More Social Networking
9.00 – 9.15 – “Destiny Draw”
9.15 – Movie starts

** Please bring lots of namecards as we are expecting more than 100 pax

RSVP : with “Name/Mobile/Gender

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How to Write a Great Article for the Internet

As part of my membership  with , they provide me with good, interesting ideas and content to help me to promote my business or website.

Today, our topic is “How to Write a Great Article for the Internet.”

Article writing is one of the best ways to get your knowledge out and provide you with great free exposure for your business or your website.

Here are seven simple tips and some examples that will teach you how to write a great article for the Internet:

1) Create a catchy title

Your article’s title can be a make or break for readers. A short, attention-grabbing title will pique reader interest and draw them in. Be sure that your title remains relevant to the topic you are writing about.

2) Keep it short

People are reading your article because they want information on the topic at hand. Get right into the meat of the article after a brief introduction.

Effective Internet articles tend to be relatively short as people are turned off by seeing too many words on their screens. An ideal article for contains approximately 500-1200 words.

3) Keep it simple and straightforward

Keep in mind your main purpose for writing the article to express your points as clearly as possible. Use language that is easy to understand and conversational in tone. Maintain a clear and organized structure throughout the article, and ALWAYS proofread and edit your article before submitting it.

4) Include a beginning, middle, and end

Every good article has a clear beginning, middle, and end. The beginning should be a short introduction about main focus of your article. The middle, or body, should contain the meat of the article: all of the important facts, ideas, instructions, etc. And an article should always end with a conclusion that wraps up or briefly restates your main points.

5) Write what you know

Be sure to pick a topic that you are knowledgeable about. It is much easier to write about something you are familiar and comfortable with, and your expertise will shine through in your writing. Plus, you will enjoy the writing process!

6) Teach something new or at least teach it in a new way

What point is there in sharing information that has already been brought to the table countless times? Teach your readers something new. Your knowledge is unique: Let your readers see this. If it’s a popular topic, try to put a fresh spin on it or explore an area of your topic that is not commonly written about.

7) Include a short bio

Give yourself credit for your work by writing a brief bio. State who you are and what makes you an expert on your topic. You can also use this section to include links back to your website or contact information.

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You Are Invited To Be Part Of Mary Chia Guinness World Record Challenge! NEX, Sat 9 April 2011

An Open Invite from Mary Chia

Dear friends

Mary Chia invites You to join us on Sat, 9 April 2011 to help set the new Guinness World Record for ‘The Most Number of Facial Masque Applied’; to set this new record, we are inviting 850 participants to join us at nex Shopping Mall (Center Atrium, Level 1) on 9 April 2011 from 12:00pm – 2:30pm.

The proceeds from the registration fees will go towards Mary Chia’s new community outreach program ‘Women Mpowerment’; this program will assist disadvantage women who wish to enter or re-enter the workforce yet  lack the necessary skills/experience to do so by sponsoring the associated costs of professional training for this selected group of women.

We have invited Mrs. Lim Hwee Hua, Minister in Prime Minister office and Second Minister of Transport and Finance as our Guest of Honor to grace the official announcement ceremony for Women Mpowerment on that day, international celebrity and Mary Chia spokesperson, Vicki Zhao Wei will also be present to lend her support to this movement.

We hope that you can join us on 9 April 2011 and be part of this meaningful cause! I attach our event mailer below for your kind perusal.

Please do help us spread the word about this campaign by forwarding this email to your friends/colleagues. We look forward to having you with us on 9 April!

Warmest regard,

Sharon Tan

Group Marketing Manager

Mary Chia

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In Business, No News is Bad News

Many small and medium enterprises do not really understand how to work with the media to generate buzz and publicity. They often have a misconception that the media publicity is exclusive to big companies having huge budget for public relation specialists providing strategic counsel.

Media relation is both an art and a science. Knowing your basics and adding some creativity and flair will produce an effective pitch.

Understanding what constitute news and knowing what the media and press want will give your company a head start in gaining publicity. Having good publicity about your product and branding will always enhance the public perception on their value.

My first book ‘Romancing the Media for your Business” is an e-book I intend to sell online on Ipad.

Your comments and feedback is appreciated at –

[slideshare id=6599992&doc=romancingthemediaforbusiness-vietnam-110117082207-phpapp01&type=d]

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The importance of Persona Management in Social 3.0 for Business

I am grateful to Felix and Roland for inviting me to speak at their inaugural Entrepreneur Workshop organised by Catalyst Connector on 16 Sep. Persona Management is first of the 3-part series of workshop aimed at challenging entrepreneurs and business owners to do brand audit, brand management and eventual brand communication.

I shared on the 8Ps of Persona Management

1. People

2. Portal

3. Partnership

4. Public Speaking

5. Publication

6. Publicity

7. Public Service

8. Prize

The presentation I did is on Slideshare and the pictures can be downloaded on Flickr

[slideshare id=5229843&doc=personamanagement-100918122130-phpapp02]

The Business of Social 3.0

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Charity Auction of 3 Oil Painting of F1 Drivers : Hamilton, Alonso & Webber

  • To celebrate the 3rd F1 event in Singapore on 24-26 Sep,  Ocean, a British citizen; mother of 3 in Singapore would like to donate proceeds of her oil painting in a F1 Charity Auction. The adopted charity will be Teen Challenge.
  • After 6 months, Ocean has just finally completed 3 canvas each 1.6m x 1m of:
    • Fernando Alonso (2008 Singapore Champion),
    • Lewis Hamilton (2009 Singapore Champion)
    • Mark Webber (2010 runner-up leader in standing)
  • Ocean looks forward to connect with Singapore GP to make this event successful and bring a Corporate Social Responsibility element to the Grand event.
  • We would like to any parties to explore assisting the following:
    • Press Release of Charity event (details will be discussed and finalized by Ideas & Concepts). Ideas & Concepts will do it jointly with interested parties
    • Organize the event in a Auction cum Cocktail event in either Hilton or Four Season
    • Link up with the designated hotel to display the oil paintings about 7 days before the auction
    • Assist to have the 3 drivers to make a cameo appearance to sign on the canvas
    • Invite high profile or VIP of Singapore GP to attend and participate the auction
  • All net proceedings will be donated to the adopted charity after the event is over.

Any interested parties, please contact Andrew – by 5pm, Wed, 1 Sep 2010

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Brand Communications via Social Media Public Relations

[slideshare id=5075137&doc=brandcommunicationsviasocialmediapr-100828064832-phpapp02]

On 24 Aug, I was invited to speak at strategic online PR and Media Relations Forum organised by T.U.N. International Pte Ltd on Brand Communications via Social Media Public Relations.

  1. Content – Management of information on different platforms
  2. Conversation – Social Media PR best practices
  3. Community – The importance of creating social networking portals for online PR
  4. Power, Influence and Reach : Mass Media vs Social Media

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The intricacy of Brand Identity or Image association

The concept of flying or going smooth and easy is often exploited to depict nature, speed and efficiency by many marketers.

In this case, the picture on the left is an advertisement from SMRT on GO GREEN with SMRT. The concept is “Let’s clear the air”, a great message from a great concept on its own.

However, many on the social media especially Twitter will find this image awfully familiar.

In the picture on the right, Twitter will use this picture to depict a short over-capacity (breakdown), and encourage users to return shortly.

Twitter message – “Using doves to fetch a whale is simply to much for us to handle right now”

Consequently, 2 similar images from the same concept to bring across 2 distinct messages from 2 different companies.

Brand Identity and Images are indeed very intricate.

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A Slide of Ulu Pandan : Goverment, Social Media and Mass Media

The unique relationship between the social media and mass media is demonstrated through these pictures.

The observations in Ulu Pandan shows the following:

1. Though the Government didn’t officially announce they are on social media, the constituencies like Ulu Pandan are embarking on the social media journey.

2. When you are new on Social Media, you need the mass media to get the fire started and get the news out in the shortest time possible.

3. Facebook is still the most commonly used platform and often misunderstood as the only social media you need to be on.

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