Social media project 1210884 mj kim

NEW MEDIA ADVERTISING ASSIGNMENTSOCIAL MEDIA(Facebook) PROJECT OF NATUUR POP

SOOKMYUNG WOMEN’S UNVERSITYPUBLIC RELATION AND ADVERTISING

1210884KIM MIN JEONG

Table of Contents

- Introduction of Natuur Pop

- Analysis of Natuur Pop Facebook page

- Analysis of Baskin Robbins Facebook page

- Analysis of Cold Stone Facebook page

- Natuur Pop Facebook SWOT Analysis

- Insight

- Recommendations for Natuur Pop

INTRODUCTION

Natuur Pop is 20-year-old’s ice cream and dessert café.Who want to be 20 early and Who want to be 20 again can 20 by eating of natuur’s ice cream.

PoP means PoPular and PoPing. PoPular means who-ever likes and PoPing means lot of joy.

They sell not only ice cream but also various desserts.Premium Ice Cream Market.

Premium ice cream market grows because of global warming. And consumer finds ice cream that maid by good quality of materials and well-being.

FACEBOOK PAGE ANALYSIS

Frequency of Post

They communicated with their consumer about more than once in a day by uploadingtheir posts. they uploaded 102 posts in recent 3 months. They postedposts 40 times in 2013 July, 31 times in 2013 August, 31 times in 2013 September.

July August September

4031 31

The number of post in recent 3 months


Content Context

They uploaded various posts on their page. (event, introduction of product, information, daily life etc.) But most of their posts are event posts that encourage consumers to participate their event and announce of event results. It uploaded 42 times in 3 months. And introduction of product messages posted 26 times and daily life posts are 14 times. And information message posted 13 times.

Content Form

They posted diverse of formats of posts. they can upload photo, text, link etc. andthey also can upload these formats mixing one another. Their most commonly using formatis post with photo + text that 71 times posted And second common format is photo + text + link one posted 18 times. And link only format that uploaded 10 times. Last, Photo only format posted 6 times.


Feedback

They comment within 1~2 hours to no reaction.There are messages that they comment and do not comment.


Message tone

They use formal, informal tone either.


- Frequency : The number of post they upload is proper.

- Context : There are so many of posts about event and other kinds of posts are less than events post.

- Format : There are no posts with video at all. Too big portions of photo + text format.

- Feedback : They do not comment on all consumer’s message. They might feel in equality.

-Tone : They use formal/informal tone either. It can makes consumer confuse.


Best/Worst ContentBased on like

Best 1

It is the post that gets 2997 Likes and it is the largest number. Ten by Ten is one of the fashion brand that people like. And this post represent that there are col-laboration goods mixing natuur pop’s ice cream colors and ten by ten’s watch. So people who are fans of both brands maybe participated this event and clicked the Like button.



Best 2

This post gets 1509 Likes. It is informa-tion post that represents us that they’ll have discount period and discount store. So people who want to buy that cake with cheaper price maybe clicked that link and Like button. And there is a idol member of group In-finite in picture. That group is model of natuur pop’s brand. So people who likes them might clicked Like button. (Other posts with group infinite get many Likes also)



Worst 1

This content get 62 likes, so the least one. This post is about result of the event that many people clicked Like button. Many consumer like post that is related with themselves. What they’re interest in, What they want to have etc. But that post is only for the event winner of a lottery. So only winner likes that content.


Competitors

2,222 Likes

7,125,907 Likes


Frequency of Message

They communicated with their consumer about 1.5 times a day by uploadingtheir posts. They uploaded 133 posts in previous 3 months. they postedposts 48 times in 2013 July, 45 times in 2013 August, 40 times in 2013 September.


48 45 40



Most of their posts are event posts that encourage consumers to participatetheir event and announce of event results. It uploaded 54 times in 3 months. And introduction of product, information, daily life messages posted 26, 27, 26 times each.

Content Context

Content Format

Their most commonly using format is post with photo + text + Link that 70 timesposted And second common format is link only posted 36 times. And link photo + textformat that uploaded 20 times.


Feedback

They feedback to their consumers consistently. When they feedback fast, they commented within several minutes to 1 or 2 days. But sometimes they commented at all.


Message Tone

They use informal tone in their message.


- Frequency : The number of post they upload is proper.


- Format : There are no posts with video at all. There are too many posts that Link only. It can be tiresome because consumer have to click. And also photo + text + link format is a lot. These post have a lot of information so there is possibility of consumer’s ignorance.

- Feedback : They do not comment on all consumer’s message. They might feel in equality.

-Tone : They use informal message tone. And also use a cant phrase so consumer can feel intimacy.



Best 1

Many consumer wait every month of 31th because there is size up event. So this post gets 2285 likes from the people who want to size up ice cream with their friends.



It is same with natuur pop’s case. This content get 48 likes, so the least one. Many consumer like post that is related with themselves. But that post is only for the event winner of a lottery. So only winner likes that content.

Worst 1


Good Content

These are good cases of post. For the consumer that invited page first time, we give them desire that they want to communicate with us constantly. Funny things are effective way to catch their attention and every consumer can laugh with these content. And so these get many likes.



7 64


Frequency of Post

They communicated with their consumer about 5 times a month by uploadingtheir posts. they uploaded 17 posts in recent 3 months. They postedposts 7 times in 2013 July, 6 times in 2013 August, 4 times in 2013 September.


Content Context

Many of their posts are event posts . It uploaded 11 times in 3 months. And introduction of product and daily life messages posted only 1 time each. And information message posted 4 times.

Content Format

Their almost posts are consisted of text + photo, 16 times upload. And there are1 case of text + photo + link.

fo


Feedback

They feedback only for announcing event result. And other case, just click Like button or no response.


Message Tone

They use formal, informal tone either.


Best/Worst Content

Best 1

It also event post which pick up consumer and gave them a goods. Bonnie and clyde is famous musical and its ticket is expensive. So consumer wants to go that musical and clicked the like button.


Best/Worst Content

Worst 1

It is same with before cases. This con-tent get only 4 likes. Many consumer like post that is related with themselves. But that post is only for the event win-ner of a lottery. So only winner likes that content.


- Frequency : The number of post they upload is so little


- Format : There are no posts with video at all.

- Feedback : They do not comment on all consumer’s message. They only comment about event result.

-Tone : They use formal/informal tone either. It can makes consumer confuse.

FACEBOOK SWOT ANALYSIS

Similarities/Difference

There are so many event contents.They do not use video format.

They do not use photo or text only format.They do not feedback every time.Event result content is the Worst

Informal tone Formal / Informal tone


Strength Weakness

Irregular of message tone.

Only young woman likes us.

Not much time from start

62,108 is not small number of LIKES

Model infinite is famous : young woman who like infinite is main user of FB

Start point of brand


Opportunity Threats

The number of page likes and the number of post likes are out of proportion.

Large gap of LIKES with cold stone.

Less LIKES than Baskin Robbins.

There are a lot of pre-mium ice cream brand page.

INSIGHT

- Using video format is differentiation.

- The number of page likes and the number of post likes are out of proportion. - Consumer like the post that they are interested in.

- There need to funny posts sometimes.

- Consumer wants to know facebook manager.

RECOMMENDATIONS

1. Do not post which is targeted limited consumer. – If there are winners of lottery, send a victory mes-sage individually.

2.Offer fun things to Consumer. – There are so many humor page in facebook. Share post which makes consumer laugh. Or create the funny post.

3.Communicate with Consumer constantly. – Comment to consumer. No ignore. And friendly.

4.Disclose about you. – Represent your state, feeling etc.

5. Use various formats. – especially video.

RECOMMENDATIONS

Suggesting 1

13.04.13이번에 나뚜르 팝의 새로운 모델이 된 인피니트 ! 그들이 나뚜르 팝의 다양한 아이스크림을 먹고 나뚜르의톡톡 튀는 매력에 빠졌다고 하는데요 ! 같이 한 번 만나러 가 볼까요 ?http://www.youtube.com/watch?v=xTd7UDuUruA

Using various Format

http://www.youtube.com/watch?v=xTd7UDuUruA

http://www.youtube.com/watch?v=xTd7UDuUruA

RECOMMENDATIONS

Suggesting 2Disclose about youCommunicate with consumer

13.09.05 나뚜르의 새로운 광고에 대해 요즘 고민하고 있는데 , 잘 생각이 나지 않아서많이 힘들어요 ㅜ . ㅜ 어떻게 하면 나뚜르 광고를 모든 사람들이 좋아하도록 만들 수있을 까 하는 고민인데 우리 페친님께는 좋은 아이디어가 있나요 ?

13.09.06김민정 페친님께서 좋은 아이디어를내주셨어요 . 너무너무 감사해요 !- 공유 -저번 학기 수업시간에 제출했던 저희 조 과제에요 ! 나뚜르를 먹으면 스트레스가 팝 !터진다는 주제인데 어떤가요 ?^ ㅡ ^

(This storyboard is made 2013-1 semesterin 영상광고제작실습 by 김민정 전혜인 김수진 박지원 )

RECOMMENDATIONS

Suggesting 3 Offer fun things to consumer

13.10.07아주 예전에 스펀지라는 프로그램에서 나왔던 이야기인데 아이스크림과 콜라를함께 먹으면 입 안에서 폭발한다고 하더라고요 ^^ 기억 나시는 분 계신가요 ? 그래서 저도 호기심에 나뚜루와 콜라를 함께 먹어봤는데 역시나 ^^

Date post:	06-Feb-2015
Category:	Social Media
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