ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who supported me throughout this
individual project. I am thankful for their aspiring guidance, invaluably constructive criticism and friendly advice
during the project work. I am sincerely grateful to them for sharing their truthful and illuminating views on a
number of issues related to the project.

I express my warm thanks to Mr. Mohd Zainuri Bin Muhammad for his support and guidance towards this
social media portfolio.

I would also like to thank to my Facebook’s friends who involved and all the people who have supported
me entire process, both by keeping me harmonious and helping me putting pieces together for my ENT350’s
social media portfolio.

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EXECUTIVE SUMMARY

Social media refers to websites and applications that are designed to allow people to share content
quickly, efficiently, and in real-time. Many people define social media as apps on their smartphone or tablet, but
the truth is, this communication tool started with computers. This misconception stems from the fact that most
social media users access their tools via apps.

In the early days of social marketing, there was little competitions. For example, we can spend thousands
of money on a Facebook ad campaign and, sometimes, get no return on our investment. By its very nature,
social media is a short attention span media because it is much harder to get someone's attention with a Tweet
(Twitter) then it was to get someone's attention with a newspaper ad. That's because ad headlines and copy are
harder to write on Twitter or Instagram.

Facebook is a popular free social networking website that allows registered users to create profiles,
upload photos and video, send messages and keep in touch with friends, family and colleagues. The site, which
is available in 37 different languages, includes public features such as marketplace, groups, events, pages and
presence technology. A business page on Facebook gives us a way to communicate directly with our target
audience. Think of it as an ongoing focus group. Our fans are there because they are aware of our company and
want to learn more. While they certainly are expecting to receive useful information from our Facebook page, we
also can be collecting useful information from them through their participation.

Facebook Insights also provide useful information about our fans and their interactions on our page. As
a microcosm of our target market, the Facebook fans can tell us a lot about what they want through their
interaction, comments, and feedback. Facebook pages are excellent places to gather our customers, prospects,
and fans to provide reviews, share opinions, voice concerns and offer feedback. We can build a community on
our Facebook page in a number of ways, including posting useful, relevant and interesting links, asking fans to
contribute with comments, organizing contests and promotions, providing a place to leave reviews and other
feedback and offering incentives for activity on the page. If the Facebook page we create for our business
successfully brings people together, we can develop a loyal following that will continue to grow.

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TABLE OF CONTENT

CONTENT PAGE
A. PRELIMINARY MATERIAL
i. Cover page
ii. Acknowledgement 1
iii. Executive summary 2
iv. Table of content 3

B. BODY OF THE REPORT

i. Business registration (Suruhanjaya Syarikat Malaysia (SSM) 5–7
ii. Introduction of business
 Name and address of business 8 – 10
 Organizational chart 11
 Mission / vision 12
 Description of products / services 13
 Price list 14 – 15

iii. Facebook (FB)

 Creating Facebook (FB) page 16
 Customing URL Facebook (FB) page 17
 Facebook (FB) post - Teaser 18 – 22
 Facebook (FB) post – Copywriting (Hard sell) 23 – 28
 Facebook (FB) post – Copywriting (Soft sell) 29 – 33
 Frequency of posting 34 – 36
 Sales report 37 – 41
 Recent promotion 42
 Most recent post 43
 Current post 44 – 48
iv. Conclusion 49

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4
Business Registration (Suruhanjaya Syarikat Malaysia (SSM)

5
6
7
INTRODUCTION OF BUSINESS

BACKGROUND OF BUSINESS

The Layers Premium Cakes & Treat is an online bakery led by a young man named Mr. Ahmad Faris Bin
Ramli. He is a 24 years old and aspiring to open a bakery someday, wants to make a bakery business highly
regarded by the public in the future. The Layers' location is based at Pengkalan Chepa, Kota Bharu and only
accepts bookings via online.

Basically, the name "The Layers" was taken in conjunction with the best-selling cake ever introduced by
Mr. Faris Ramli, “Kek Karamel Pelangi”. Its layers on the cake are the main reasons he is branded on the
business name. The online bakery business was first introduced in the middle of 2016. Originally, he just wanted
to try as a hobby, but as requested of his 2 former teachers, he continued to accept it after his posting about
sharing recipe Kek Karamel Pelangi at that time on Facebook.

The dessert basically made from scratch. From caramel, pineapple compote to their lime paste, he make
most things himself. He believe that the hours it takes to develop each and every one of his many components
reflects desire to achieve the perfect ingredient that completes cakes.

Then, demand continues to increase day by day. Now, entering almost 3 years, The Layers continues to
move forward. Featuring its own private kitchen and all the appliances that all benefit from the sale of cakes,
making the whole kitchen complete into a fully equipped mini bakery kitchen. This home-based business uses
an online platform using Whatsapp and Instagram apps only. Reservation usually takes at least a week beginning
with a deposit of 50%. This procedure is required by the customer for the smooth process of ordering the cake.
Once the deposit is made, then the order goes on.

Entering the second year of The Layers business in 2018, Mr Faris Ramli continues to be committed to
improving the quality of the cake at maximum level by introducing only premium cakes. Premium cakes are
guaranteed to use high quality cakes such as pure margarine from New Zealand or Australia. Mr. Faris Ramli

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believes in the potential and potential of its customers for almost 3 years of its business. The orderly multi-tiered
cake is always a high demand during weekend and school holidays, while birthday cakes request by all the time.

Making cakes that taste as good as they look. Mr. Faris Ramli believe it’s not about quantity. A cake is
not eaten to just satisfy a need for something sweet. He take this opportunity, this privilege, to make each
mouthful an experience to transport customers to another dimension, a higher plane.

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NAME & ADDRESS OF BUSINESS

The Layers Premium Cakes & Treats,

Lot 1951, Kg. Jambu, Jalan Tok Guru, 16100, Kota Bharu, Kelantan

10
ORGANIZATIONAL CHART

Currently The Layers is a sole proprietorship owned by Mr. Faris Ramli. Eventually, as the company becomes
established, The Layers will apply to be incorporated.

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MISSION & VISION

MISSION:

A passion for creativity and innovation is at the heart of everything we do here at The Layers. Our mission is to
provide our customers with uniquely designed, lovingly crafted cakes for all of life’s celebrations. We are
dedicated to providing a simple, friendly and affordable way to order cakes, learn new skills and enjoy delicious
handmade treats. From the gloriously traditional to the utterly mind-blowing, there is no limit to our creativity and
commitment.

VISION:

To become a well-known online bakery’s brand name internationally.

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DESCRIPTIONS OF PRODUCTS / SERVICES

In addition to couture cake designs, The Layers offers a wide range of delicious and innovative products
that are unique to the brand which are currently not being offered elsewhere in the region. There are other cake
companies in the region, but Mr. Faris Ramli is looking at ways to diversify so that his brand stands out.

The Layers produces a wide range of homemade birthday and wedding cakes, hand crafted and only provide
high premium quality cake desserts. Below is a detailed summary of each product and service, and the benefits
it provides to customers.

i. Celebration cakes; a whole cake comes with size 8 or 9 inch in round or square sizes.
ii. Wedding cakes; including tiered wedding couture cake sculptures with fresh flowers, flower pastes,
buttercream effect and fondant decorations.
iii. Birthday cakes with fondant or gumpaste decorations; Mr. Faris Ramli normally making
decoration by himself using fondants. Sometimes, his clients tend to prefer with toys apparel.
iv. Combo Box; includes a few slices type of variety cake flavours at promotion price.
v. Sliced Cakes
vi. Variety of unbaked cheesecake; one of their best signature is Mango Cheesecake.
vii. Variety of cupcakes

Services:

All tiered wedding cakes will be delivered and set up at place that required by clients while another desserts
ordered by customers must be self-pickup at The Layers’s place.

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PRICE LIST

i. Celebration Cakes

FLAVOUR TYPE OF FROSTING PRICE

Carrot Cake Cream Cheese RM 140
Vanilla Cake Swiss Meringue Butter Cream RM 130
Lychee Cake Swiss Meringue Butter Cream RM 130
Russian Cake Chocolate Ganache RM 140
Rose Lime Cake Swiss Meringue Butter Cream RM 130
Red Velvet Cake Cream Cheese RM 140
Macadamia Cake Swiss Meringue Butter Cream RM 130
Hummingbird Cake Cream Cheese RM 140
Caramel Latte Cake Swiss Meringue Butter Cream RM 130
Ferrero Rocher Cake Chocolate Ganache RM 140
Coconut Mango Cake Cream Cheese RM 140
Chocolate Moist Cake Chocolate Ganache RM 130
Lemon Blueberry Cake Italian Meringue Butter Cream RM 140
Chocolate Truffle Cake Chocolate Ganache RM 140
Raspberry Ripple Cake Swiss Meringue Butter Cream RM 140
Victoria Sandwich Cake Swiss Meringue Butter Cream RM 140
Devil Choc Cheese Cake Cream Cheese & Chocolate Ganache RM 140
Raspberry Pistachio Cake Swiss Meringue Butter Cream RM 140
Pandan Gula Melaka Cake Swiss Meringue Butter Cream RM 130
Peanut Butter Chocolate Cake Cream Cheese RM 140
Walnut/Pecan Butterscotch Cake Swiss Meringue Butter Cream RM 130

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ii. Wedding Cakes

TIERED SIZE OF CAKE PRICE

1 tiered 5 inch, 6 inch, 7 inch, 8 inch RM220
2 tiered 8 inch & 6 inch RM 450 & above
3 tiered 10 inch, 8 inch & 6 inch RM 950 & above

iii. Birthday Cakes

TYPE OF CAKE SIZE OF CAKE PRICE

Buttercream variety RM 160 & above
Fondant variety RM 250 & above

iv. Combo Box

TYPE OF CAKE SIZE OF CAKE PRICE

3 selections sliced cakes slice RM 35 & above
5 selections sliced cakes slice RM 55 & above

v. Unbaked Cheesecake

FLAVOUR OF CAKE SIZE OF CAKE PRICE

Mango 8 inch RM 130
Strawberry or Blueberry 8 inch RM 140

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FACEBOOK

CREATING FACEBOOK (FB) PAGE

Figure 1: Page “The Layers Premium Cakes & Treats” created on 31st March 2019

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CUSTOMING URL FACEBOOK (FB) PAGE

Figure 2: URL Facebook page; https://www.facebook.com/The-Layers-Premium-Cakes-Treats-

2438818999481834/

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FACEBOOK POST (TEASER)

Figure 3: Teaser 1

Figure 4: Teaser 2

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Figure 5: Teaser 3

Figure 6: Teaser 4

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Figure 7: Teaser 5

Figure 8: Teaser 6

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Figure 9: Teaser 7

Figure 10: Teaser 8

21
Figure 11: Teaser 9 “official announcement”

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FACEBOOK POST - COPYWRITING (HARD SELL)

Figure 12: Hard sell 1

Figure 13: Hard sell 2

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Figure 14: Hard sell 3

Figure 15: Hard sell 4

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Figure 16: Hard sell 5

Figure 17: Hard sell 6

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Figure 18: Hard sell 7

Figure 19: Hard sell 8

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Figure 20: Hard sell 9

Figure 21: Hard sell 9

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 Figure 22: Hard sell 10

Figure 20: Hard sell 10 (i)

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FACEBOOK POST - COPYWRITING (SOFT SELL)

Figure 21: Soft sell 1

Figure 22: Soft sell 2

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Figure 23: Soft sell 3

Figure 24: Soft sell 4

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Figure 25: Soft sell 5

Figure 26: Soft sell 6

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Figure 27: Soft sell 7

Figure 28: Soft sell 8

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Figure 29: Soft sell 9

Figure 30: Soft sell 10

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FREQUENCY OF POSTING

Figure 31: Posting from 31/03/19 to 30/04/19

Figure 32: Posting from 30/04/19 to 05/05/19

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Figure 33: Posting from 05/05/19 to 09/05/19

Figure 34: Posting from 05/09/19 to 15/05/19

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 Figure 35: Posting from 15/05/19 to 22/05/19

Figure 36: Data shown for a recent 1 week period. Insights for the time of day are shown in the Pacific time
zone.

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SALES REPORT

Figure 37: Transaction has been made by one of my customers; Izah. She paid total amount of two-tiered
birthday cakes on May 22nd, 2019

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Figure 38: My client; Fatin made payment of deposit via Maybank online baking transaction

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Figure 39: One of my regular customer; Ckg Syarifah has made payment of 50% deposit through manual
transaction. The payment receipt shows from CIMB Bank Berhad.

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Figure 40: The Layers Premium Cakes & Treats has gain total profit RM 1,928 on April 2019

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RECENT PROMOTION “BOOST POST”

Figure 41: 3 recent promotions has been “boost” to reach audiences

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MOST RECENT POST

Figure 42: Top 5 most recent post between 09/05/19 to 13/05/19

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CURRENT POST

Figure 43: Current post 1

Figure 44: Current post 2

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Figure 45: Current post 3

Figure 46: Current post 4

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Figure 47: Current post 5

Figure 48: Current post 6

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Figure 49: Current post 7

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Figure 50: Current post 8

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CONCLUSION

Social media marketing is the demand of the new age. With the increase of internet usage this idea has
become influential. The countries which have an edge in technologies are already capitalizing on this idea. And
now days the social marketing media works better than other media to communicate something to the society.
Business organizations are having good results using the social sites to exert their marketing communications.

Facebook has become one of the top social media platforms these days and there are numerous
advantages associated with it. Not only can people use it personally for connecting with friends and family, but
it has also turned out to be a handy tool for promoting and advertising a business. One fact that’s known by
every business owner is that marketing strategies of a business can have a huge impact on its growth and
success. It is essential for business owners to promote their services if they wish to draw in customers.

Based on my studies, Facebook is extremely useful. While having a business page on Facebook is very
similar to owning a website, there are many significant benefits that only Facebook can provide better connection
through social media marketing business.

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