Sentosa picks Socialbakers for third-party social media management

Sentosa Development Corporation (SDC) has appointed Socialbakers to provide third-party social media management and analytics tool. This comes after a pitch called in June. According to Gebiz, there were three other agencies that were vying for the account. 

In a statement to Marketing, a sentosa's spokesperon confirmed that the appointment is for one year with an option to extends for another year. "As part of our commitment to creating great guest experiences, SDC has appointed Socialbakers to support us in deepening our engagement with guests through various social touchpoints and garnering further insights on our guests’ needs and preferences," the spokesperson added. Socialbakers has declined to comment.

According to the 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, SDC 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. The previous contract had expired and Sentosa called for a pitch to review the tools available that are able to offer similar insights.

Separately last year in October, SDC appointed Zeno Communications Singapore as its PR partner, having previously worked with The Hoffman Agency. The appointment is for a period of two years, with an option to extend for another year.

SDC has been ramping up its digital offerings during the Circuit Breaker period when it saw a decrease in footfall on the island. It created a digital reimagination of Sentosa island in the popular Nintendo Switch game, Animal Crossing: New Horizons. It also hosted a virtual wedding for a Singaporean couple on the platform itself.

Additionally, SDC also created a Spotify playlist with beach tunes that included hits from DJs who have graced the decks of venues such as Rumours Beach Club, and Tanjong Beach Club. A spokesperson from SDC told Marketing then that the Sentosa Beats Party playlists aims to bring the beach vibes to guests. Whether one is working from home or in essential services, SDC calls for Singaporeans to recreate their own stay-home party with these playlists.

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