Page 573 - MARSIUM'21 COMP OF PAPER

Figure 8: Ideas on How to Use Marshmallow Figure 9: Baking Tips to Measure Ingredients

Figure 10: Malaysia Day Greetings

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The implementation of social media communication strategies to Pro Bakers Enterprise started from 1 September to 31 October
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2021. As shown in Table 7, in week 1, the strategy started with planning and preparing the contents for Pro Bakers Enterprise’s
Facebook page by observing their Facebook page to see how they manage the page. Further, actions including searching content
inspiration from other baking supplies’ social media pages and the Internet, listing out the content ideas, and finalizing the strategies
were conducted. In week 2, at least one post and story must be published on the Facebook page every day to increase the brand
awareness and to stay top of the mind of customers. Posting to introduce Pro Bakers Enterprise included the location of the store,
the business hours, and the photo of Pro Bakers Enterprise’s store was pinned at the top of the Facebook page to make it convenient
for Facebook users to know about Pro Bakers Enterprise. Next, video was used to promote Pro Bakers Enterprise and the products.
This strategy only lasted for two weeks because based on Facebook Insights, video had less engagement if compared to photo.

In week 3, photos of the store of Pro Bakers Enterprise were added to Google Maps to reach and attract more customers.
Additionally, the copywriting style was also changed from only mentioning the name of the product to more customer friendly by
adding call-to-action (CTA) for conversations. The sharing content for the Facebook page was also made varied like recipe, baking
tips, baking ideas, and product functions, holiday greetings, and store tour. Then, relevant hashtags were used for every post to
attract more audiences that would eventually become customers. Lastly, thought-provoking questions including baking tip were
asked in the Facebook page to develop more engagement and encourage higher user-generated social media communication.
Based on Facebook Insights, in these two months of marketing intervention, there were approximately 18,751 Facebook
users had reached the Pro Bakers Enterprise’s content at least once. There was an increase of 187% from previous 61 days. There

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