Sentosa hunts for social media management and analytics firm

Sentosa Development Corporation (SDC) is on the lookout for a vendor with third-party social media management and analytics tool. According to Gebiz, the appointment is for a period of 12 months with an option to extend for another 12 months.

In a tender document seen by Marketing, the scope of service should allow benchmarking with local/regional competitors and analysis of their paid strategy. The tool should provide a consolidated overview of KPIs and performance of social media assets to gauge effectiveness of content, and maximise content performance. It should also support with scheduling, publishing, and community management across Facebook, Instagram and Twitter.

In the past two years, Sentosa has relied on a third party social media management and analytics tool to provide insights to the performance of social media assets and competitive analyses for Sentosa to benchmark against. By having access to these insights, Sentosa was able to obtain real-time figures of how its competitors are faring and adjusted its marketing spends and content effectively. The current contract has expired and Sentosa will like to review the tools available that are able to offer similar insights.

The vendor will be evaluated on the following criterion:

• Benchmarking - Able to benchmark performance against competitors and industry standards
• Functions and analytics - Related to both owned and similar social media profiles
• User experience and interface
• Social media advertising - Able to integrate Facebook ads data, monitor and analyse paid posts and optimise social media presence 
• Admin rights and workflow
• Technical support
• Price competitiveness

SDC has recently been ramping up its offerings despite the temporary closure of its borders. With most of us locked up at home as we fight COVID-19, Sentosa aimed to bring the state of fun to homes by launching its own version of Sentosa Crossing, a digital reimagination of Sentosa island in the popular Nintendo Switch game, Animal Crossing: New Horizons. Just this month, SDC took it up a notch and held a virtual wedding for a Singaporean couple on its Sentosa Crossing. The couple, Varian and Ruoyi, had originally scheduled their wedding ceremony during 30 May. Due to current social restrictions, the couple had to postpone their actual wedding ceremony, and instead took their wedding to the digital screen instead.

Since it launched its virtual island on Nintendo's Animal Crossing earlier last month, Sentosa has been promoting the island through its owned and earned channels, according to a SDC spokesperson. It has also held a livestream tour of the virtual island with social media personalities on its Facebook page.

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