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Digital & Social Media Communication | Tasks: Social Media Strategy

23.09.2025 - 23.12.2025 / Week 1 - Week 14
Khu Ying Ying / 0357306
Digital & Social Media Communication / COM61804 / Bachelor of Design (Honours) in Creative Media
Tasks: Social Media Strategy

TABLE OF CONTENTS






LECTURES

Week 1 (23/09/2025)

The Ideal Funnel

  1. TOFU (Top of Funnel):
    • Goal: Awareness & visibility
    • Objective: Make people know your brand
    • Problems: No sales, no awareness
  2. MOFU (Middle of Funnel):
    • Goal: Consideration & connection
    • Strategy: Retarget with consistent ads
  3. BOFU (Bottom of Funnel):
    • Goal: Conversion
    • CAS target: <1RM
    • CTA differs per funnel stage
  4. Key Questions:
    • What is the objective?
    • What problems are being faced?
    • Who is the audience?
  5. Platform Notes:
    • TikTok: interest-based behavior
    • Instagram: social-based behavior

Week 2 (30/09/2025)

Social Listening & Timing

Social Listening:
  • Track social performance trends and hashtags
  • Use tools like answerthepublic.com for customer insights
  • Going viral ≠ more sales/profits
  • AI can assist but authenticity matters
  • Quality of AI output depends on prompts (“Rubbish in = Rubbish out”)
  • Tools: KlingAI for video content

Timing:
  • Optimal posting time differs by country/region
    • Example: Weekdays 11:30 AM MYT
  • Feed accurate info to AI for better results

Week 3 (07/10/2025)

Content Audit

  1. Check the business’s current situation:
    1. Posting frequency
    2. Who is posting (PIC)
    3. Objectives of each platform
  2. Analyze target market and content types:
    1. Photos, videos, stories, reels
    2. CTA (bio & copywriting)
  3. Evaluate performance:
    1. What worked, what didn’t, and why
    2. Compare with references/inspiration
  4. Track everything using a content planning sheet and a content calendar.

INSTRUCTIONS

<iframe src="https://drive.google.com/file/d/1DY7f4cucm-Rzd3b2HjvumHPxFEd7O9Zw/preview" width="640" height="480"></iframe>

TASK 1: SOCIAL MEDIA ANALYTICS

Week 1 (23/09/2025)

Requirements:
  1. Work as a group to complete all tasks collaboratively throughout the project.
  2. Follow the outline/framework that is provided in this project:
    • 1) Client Selection:
      • Approach micro or small businesses (any industry) outside of Taylor’s that need improvement in social media presence; avoid brands with already systematic, high-quality content.
      • Conduct a brand audit interview using the provided questionnaire by asking the questions directly and completing the template based on the client’s responses.
    • 2) Brand Information:
      • 1) Brand Story 
      • 2) Products/Services List 
      • 3) Target Market 
      • 4) SWOT Analysis 
      • 5) Vision & Mission 
      • 6) Social Media / Marketing Channels Analysis 
Submissions:
  1. Submit the Client Selection and the Brand Information via Teams in your group’s private channel.
  2. All tasks must be documented and uploaded to your blog.

Progress:

Grouping & Research

Grouping:
For this project, we were required to form a group of five to six members. Melissa, Yan Bin, Muzhen, Junwei, and I formed a team to work on this assignment. I was appointed as the group leader for the project (all I can say is very tiring = =). This is a continuous project, with Task 1 focusing on client research and brand information study.


Client Research:
For Week 1, I assigned each team member to identify two micro/small businesses (outside Taylor’s, any industry) with ≤3,000 followers that need social media improvement, and record their findings in the provided Client List Ver. 1 (Google Sheet). My selected clients were:
  1. Amber Chamber (Service-based)
  2. Fairymilk (Product-based)
  3. Board ’N’ Chillz (Service-based)
Figure T1.1: W1 Task Delegation, Week 1 (23/09/2025)

After reviewing the potential clients, we decided to focus on service-based businesses in SS15. I then sent the list to Mr. Asrizal for approval. He advised avoiding clients with established social media and to approach them for collaboration on content creation rather than just a brand information study.
Figure T1.2: Client Research Ver. 1 (PDF), Week 1 (26/09/2025)

I created a detailed client list with a checklist for posting consistency, visual branding, content quality, engagement strategy, follower base vs effort, and verdict (established or potential). Upon evaluation, I highlighted the potential clients in yellow and asked the team to contact them.
Figure T1.3: W2 Task Delegation, Week 2 (30/09/2025)

Figure T1.4: Client Research Ver. 2 (PDF), Week 2 (30/09/2025)


Client Outreach:
Fortunately, a few clients responded, including Amber Chamber, Board 'N' Chillz, Once in a While, and Macha & Macha. We finalized Macha & Macha in SS15 as our client, a newly opened modern matcha specialty store.
Figure T1.5: Responded Clients, Week 2 (30/09/2025)

Week 2 (02/10/2025)

Brand Information

Client Interview:
Before the interview, I asked the team to review the questions and understand their purpose so we could explain them clearly to Macha & Macha. 
Figure T1.6: W2 Interview, Week 2 (02/10/2025)

The face-to-face interview was conducted at Q Bistro SS15 with three team members: 
  • Yan Bin as interviewer, Muzhen as recorder, and me assisting during the session. 
  • Melissa was absent due to a part-time job; Junwei missed the session due to being late.

The interview was cheerful and insightful. Gary, the owner of Macha & Macha, was approachable and shared firsthand insights into the brand’s background, inspirations, and values that online sources couldn’t provide. It went so well that we immediately decided to collaborate with him for our project (YIPPIE :D).
Figure T1.6: Interview Session, Week 2 (03/10/2025)


Brand Audit Responses:
After interviewing, Muzhen uploaded the interview videos to the Google Drive. I completed Section 1: Client Responses in the Brand Audit Responses (Google Docs) and asked the team to choose their tasks for Section 4: Brand Information, so I could review before finalizing in Canva. I also added a competitor analysis and key takeaways in Sections 2 and 3 for reference. 
Figure T1.7: W3 Task Delegation, Week 3 (07/10/2025)

Figure T1.8: Brand Audit Responses (PDF), Week 3 (07/10/2025)


Task 1 Deck Presentation:
Once the information was finalized, I put it into Task 1: Brand Information (Canva), with Yan Bin helping me on the deck's layout at 2 AM (thanks bro Q-Q).
Figure T1.9: Task 1 - Brand Information (Canva), Week 4 (14/10/2025)

TASK 2: EMPATHY MAPPING & PERSONA

Week 4 (14/10/2025)

Requirements:
  1. Carry on from Task 1: Social Media Analytics, develop empathy maps and user personas for your client’s business, focusing on 3 target audiences.
  2. Follow the outline/framework that is provided in this project:
    • 1) Empathy Mapping (x3) 
    • 2) User Persona (x3) 
Submissions:
  1. Submit the Empathy Mapping & Persona via Teams in your group’s private channel.
  2. All tasks must be documented and uploaded to your blog.

Progress:

Client Insights & Persona

Client Interview:
Following Mr. Asrizal’s instruction to develop user personas and content planning simultaneously, we conducted a follow-up online interview with Gary via Zoom to better understand Macha & Macha’s target audiences and preferred content style. Melissa prepared the interview questions, which I later refined in the User Insights & Content Planning (Google Docs). I also asked each team member to prepare at least three content ideas to present during the session and gather client feedback. 

During the session, we gained clearer insights into the brand’s audience needs and content direction from Gary and his marketing team, which helped guide our empathy mapping and user persona development. 
Figure T2.1: W4 Task Delegation 1, Week 4 (18/10/2025)


Empathy Mapping & User Persona:
Based on our discussion, we identified three key personas:
  1. Malay Young Adult (Current Audience): The student matcha lover is a trend-conscious, prefers sweeter drinks, and enjoys quick grab-and-go café experiences.
  2. Non-Malay Gen Z (Desired Audience): The social trend follower is socially active, trend-driven, and interested in unique matcha drinks and café aesthetics.
  3. Chinese Millennial (Desired Audience): The young professional values taste, quality, and health, and is willing to pay more for premium matcha drinks.

I then delegated tasks to the group to complete the Empathy Mapping and the User Persona, allowing me to review and finalize them more efficiently in the deck presentation later on. 
Figure T2.2: W4 Task Delegation 2, Week 4 (18/10/2025)

These are the progress for Empathy Mapping in Miro and User Persona in Google Docs.
Figure T2.3: Empathy Mapping Progress, Week 5 (21/10/2025)

Figure T2.4: User Insights & Content Planning (PDF), Week 5 (21/10/2025)


Task 2 Deck Presentation:
After completing the tasks, I finalized the layout and compiled all information into Task 2: Empathy Mapping & Persona (Canva).
Figure T2.5: Task 2 - Empathy Mapping & Persona, Week 6 (27/10/2025)

TASK 3: CONTENT PLANNING

Week 4 (14/10/2025)

Requirements:
  1. Carry on from Task 2: Empathy Mapping & Persona, develop a content strategy and calendar for your client’s business.
  2. A total of 18 content pieces will be produced, including at least 8 videos, with the remainder as static images or carousels.
  3. Follow the outline/framework that is provided in this project:
    • 1) Content Planning Sheet:
      • 1) Social Media Content Ideas
      • 2) Video Ideas
      • 3) Content Calendar (October to December)
      • 4) Social Media Design Execution (based on your group’s plan)
    • 2) Pitch Deck Design Development:
      • 1) Task 1: Brand Information
      • 2) Task 2: Empathy Mapping & Persona
      • 3) Task 3: Content Planning
Submissions:
  1. Submit the Content Planning and the Pitch Desk Design Development via Teams in your group’s private channel.
  2. All tasks must be documented and uploaded to your blog.

Progress:

Content Ideation

Content Development:
During the interview, the client approved our initial ideas (YIPPIE :D) and expressed a desire to shift towards more Gen Z-focused content. Our trend-based, interactive, and brand storytelling approach was approved, with guidance to avoid traditional matcha styles and focus exclusively on Instagram formats. My initial concepts aligned well with the brand’s direction, including:
  1. Cat Meme + Café Tour 
  2. MBTI × Matcha Personality Chart 
  3. Decide Your Matcha

Although we initially had 12 ideas in the User Insights & Content Planning (Google Docs), we refined and expanded them to reach 18 content pieces through discussions in our private Teams meetings. The ideas contributed by Melissa and Yan Bin aligned well with the theme and added a fun, Gen Z touch. We finalized 18 content pieces (10 reels, 8 static/carousels), with Melissa organizing them in Miro with a content timeline and production timeline for a clearer overview (Melissa really helped a lot T-T).
Figure T3.1: Content Ideation and Planning Board (Miro),Week 5 (21/10/2025) 

I then refined the ideas and compiled them into the Content Planning Sheet (Google Spreadsheets). At last, all ideas were approved by Gary, allowing us to proceed with filming.
Figure T3.2: Confirmation of Content Ideation, Week 6 (27/10/2025)


Filming:
I prepared a Filming Direction (Google Docs) to guide the team on content flow and camera shots during the actual filming process. In preparation, we also identified and purchased necessary shooting props, including a black tripod phone stabilizer (RM43.91) [1] and green face paint (#39) (RM10.80) [2], both sourced from Shopee. The drinks used during filming were coordinated with Gary based on the content requirements.
Figure T3.3: Filming Direction (PDF), Week 6 (01/11/2025)

Figure T3.4: Props, Week 6 (01/11/2025)

In Week 6 (02/11/2025), we planned to produce seven content pieces based on the Filming Direction. Yet, there were several adjustments needed during filming.
  • Completed (x5):  
    1. POV: A Day of a Performative Male 
    2. Matcha Stomp 
    3. Matcha Propaganda Poster Drop 
    4. Pure Matcha vs Matcha Latte Reaction (converted to a reel) 
    5. OOTD (new concept)
  • To Refine/Change (x3):
      • Cat Meme + Café Tour required a reshoot.
      • First Sip of Matcha and Matcha Truck Diaries could not be filmed due to visibility and coordination issues.

    In Week 7, we split filming into two days while also editing previously completed content.
    • 05/11/2025 (x2):
      1. Spill the Tea, Get a Free Matcha
      2. Making Matcha Strawberry Latte
    • 08/11/2025 (x3):
      1. Cat Meme + Café Tour (reshoot)
      2. Red Bull Switch to Matcha
      3. A Week on Matcha Transformation

    Overall, I would say the filming process was quite exhausting, particularly because much of it was conducted outdoors. To achieve the best lighting, we needed to film during sunny hours, and on days when it rained, we faced additional challenges. Although these lighting issues could be corrected during post-production, it still made the process more demanding and time-consuming.

    Week 6 (02/11/2025)

    Post-production

    Reels:
    We agreed to use CapCut for editing due to its convenience for the whole team. Although we had raw footage and storyboards prepared, the editing process was still challenging, as it required careful consideration of font choices, sound effect timing, background music, and alignment with the brand’s theme and values. This process helped us better understand the importance of detail and consistency in creating engaging short-form video content.
    Figure T3.5: Reels Editing, Week 6 (02/11/2025)


    Static:
    For the static posts, most of the work was done by Melissa and me, while Yan Bin handled a few since he was primarily in charge of the reels. I’m honestly not sure what the others were doing in the group. It was quite challenging to design the posts while considering the client’s brand assets, such as colors, fonts, and visual elements. At first, it was difficult to create a cohesive look, so we searched extensively for inspiration on Pinterest and closely studied Macha & Macha’s Instagram to ensure our designs were consistent with their style... (we really tried our best TAT)
    Figure T3.6: Static Post Editing, Week 6 (02/11/2025)


    Refinement:
    After completing the editing, I shared the content with our client, who provided several refinement notes. During this stage, Gary also informed us that the shop would be shifting its focus entirely to matcha drinks, as the coffee series did not perform well and would be discontinued. The feedback received included the following refinements:
    1. Top 3 Fan Favourites: Change “Favorites” to “Favourites” and reposition “Matcha Strawberry Latte” to the bottom of the drink in white for consistency.
    2. Wordplay with Matcha (I Love You So Matcha): Reduce the matcha cup size by approximately 50–70%.
    3. Cat Meme + Café Tour: Fast-forward the journey directly to Q Bistro without stopping at 0:18 (LRT → Pelita → Q Bistro → Macha & Macha).
    4. Matcha Propaganda Poster: Replace the pink cup with a Matcha Strawberry Latte and use SS15 photos instead of stock images for better relevance.
    5. Reaction: Matcha Tea vs Matcha Latte: Swap the sequence so Matcha Tea appears before Matcha Latte.
    6. Making Matcha Strawberry Latte: Add a "🍓" to emphasize strawberry as the key ingredient.
    Figure T3.7: Client Feedback 1, Week 11 (08/12/2025)

    After refining the content, I requested feedback again. Gary approved all pieces except Making Matcha Strawberry Latte, which required a reshoot following the steps he provided. 
    Figure T3.8: Client Feedback 2, Week 11 (11/12/2025)

    Finally, all content was approved. Here is our progress.
    1. Google Drive: Link
    2. Miro: Link
    3. Content Planning: Link
    Figure T3.9: Miro, Week 13 (16/12/2025)

    Figure T3.10: Content Planning (PDF), Week 13 (16/12/2025)


    Task 3 Deck Presentation:
    The full documentation can be viewed via the Task 3: Pitch Deck Design Development (Canva).
    Figure T3.11: Task 3 - Pitch Deck Design Development (Canva), Week 13 (16/12/2025)

    FINAL SUBMISSIONS

    Task 1: Social Media Analytics
    23.09.2025 - 14.10.2025 | Week 1 - Week 4
    Figure FS.1: Final Submission of Task 1 - Brand Information (Canva), Week 14 (23/12/2025)

    Task 2: Empathy Mapping & Persona
    14.10.2025 - 28.10.2025 | Week 4 - Week 6
    Figure FS.2: Final Submission of Task 2 - Empathy Mapping & Persona (Canva), Week 14 (23/12/2025)

    Task 3: Content Planning
    14.10.2025 - 16.12.2025 | Week 4 - Week 13
    Figure FS.3: Final Submission of Task 3 - Content Planning (PDF), Week 14 (23/12/2025)

    Figure FS.4: Final Submission of Task 3 - Pitch Deck Design Development (Canva), Week 14 (23/12/2025)

    REFLECTIONS

    Experience
    Working on this project provided me with hands-on experience in managing a real client’s social media strategy, from research to execution. I learned how challenging and rewarding it is to coordinate a team while balancing creativity and client expectations.
    Observation
    I observed that content creation involves not only creativity but also meticulous planning, timing, and consistency to align with the brand’s values. I also noticed how platform-specific strategies are essential, as audience behavior differs across Instagram and TikTok.
    Findings
    Through this project, I found that clear communication and early feedback from the client significantly improve the efficiency and quality of content production. I also realized the importance of adaptability, as plans often changed during filming, editing, and post-production.

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