Presenter: Thuy Dung Nguyen 1331022

Facebook Fanpage Analysis Project

Prospecs – Walk Better

Sookmyung Women’s University Dept. of PR & AD

5. Recommendations

4. SWOT & Insights

3. Analysis of Prospecs’ Competitors

2. Analysis of Prospecs Facebook Fanpage

PROSPECS Facebook Analysis Agenda

1. Introduction of Prospecs and Products

PROSPECS “Walk better”

• Prospecs, founded in 1981, is a South Korean athletic shoe manufacturer, which currently produces footwear and clothing for walking and running. Its headquarters are located in Seoul, Korea. Original brand was PRO-SPECS.

• It is one of brands in 'LS Networks'.

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PROSPECS “Walk better”

• With the concept of using advanced technology to make shoes that provide superior stability and comfort for walking, Prospecs has stepped into the gap in the athletic shoe market that other big brands like Nike and Adidas did not pay attention to: making shoes most suited for walking. Currently, Prospecs is manufacturing three types of model: Walking , Running , Adventure

• Prospecs won the About.com Award for best walking shoe in 2013.

• It has been expanding its brand to the USA since 2011 with its walking models.

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PROSPECS

FACEBOOK FAN PAGE

• Prospecs uses two Facebook Fanpages, Korean version for the Korean market, and English version targeting the US market. The brand has not launched the International Fan page yet.

• Considering that the English Fanpage may be conducive to the promotion of Prospecs brand internationally, the analysis and recommendations for the English Fanpage would be presented.

• Prospecs was created on December 2012 with currently 4,993 Likes

www.Prospecs-USA.com

4993 Likes

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PROSPECS

FACEBOOK FAN PAGE

- Visual Design: Not very

impressive

- Format:

+ Quite friendly (Allow followers to post their reviews on the Fan page)

+ Post format: usually Text+Picture/Video/Links/Hashtags

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A. OVERVIEW

Review PROSPECS

Recent posts by Others on PROSPECS

PROSPECS

FACEBOOK FAN PAGE

- Language tone: friendly,

informal, but monotonous

- Feedback: they provide feedback to customers frequently, in about 1-3 days.

Overall experience:

CASUAL, FRIENDLY

NOT POPULAR with few likes and comments

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A. OVERVIEW

Feedback to the customer

PROSPECS

FACEBOOK FAN PAGE

• In general, it can be

seen from the chart that the number of posts fluctuates and shows a downward trend.

• In fact, there is no pattern like the number of update times per day/week/month found in the Prospecs Fan page. In some days, they upolad 3-4 posts, whereas in other days there are no posts.

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Jan Feb Mar Apr May Jun Jul Aug Sept Oct

Number of posts per month till October 2013

B. Frequency-based Analysis

PROSPECS

FACEBOOK FAN PAGE

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C. Content-based Analysis 1. Most effective content (Based on Likes/Comments)

Why did this post receive likes of followers more than others? Maybe it is due to the fact that this post disclosed the Backstage information (picture of friendly and hardworking Prospecs team) which helped followers to get a personal perspective on Prospecs.

PROSPECS team

PROSPECS

FACEBOOK FAN PAGE

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C. Content-based Analysis 2. Least effective content (Based on Likes/Comments)

Why did this post receive no Likes or Comments? !!! It seems that nobody cares about a Grand Opening of a Store that has a lot of Prospecs shoes. People usually expect some promotional information in this event. Actually, the Sale information does exist in the link (if people click); however, maybe no one clicks that link. It would be a better post if it was presented with Promotional Information with a more attractive picture (the Store image itself, e.g.) No Likes/ Comments

PROSPECS

FACEBOOK FAN PAGE

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C. Content-based Analysis 3. Some other good examples

The good: Both of the posts include informative content for communal relationship between the brand and customers. But

PROSPECS

FACEBOOK FAN PAGE

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C. Content-based Analysis 3. Some other good examples

The good: It is good to give some backstage information for the open relationship with customers. Things to improve: The picture itself does not look good enough. Also, ‘we’ should be used instead of ‘I’ as ‘I’ is too personal.

I have

PROSPECS

FACEBOOK FAN PAGE

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C. Content-based Analysis 4. Some other bad examples

The bad: This is the post to call for the vote from followers. However, people usually do not vote for nothing. Maybe due to that, this post could not obtain a lot of likes and comments. Things to improve: It would be better if Prospecs presents customers with some benefits or some reasons to vote.

PROSPECS

FACEBOOK FAN PAGE

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C. Content-based Analysis 4. Some other bad examples

The bad: The picture is not of good quality, and the content is not presented in an interesting way. It may give fans the feeling of boredom. Things to improve: First, it is suggested that another picture should be chosen. Then, the Model name of the shoes in the picture should be provided. For example: # Prospecs W403. Also, the post content should be considered to be more interesting.

PROSPECS

FACEBOOK FAN PAGE

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C. Content-based Analysis 4. Some other bad examples

The bad: It can be seen that the content of two posts are nearly 100% the same, which creates a feeling of boredom to customers. Things to improve: Prospecs should avoid repetitive content.

July 19

July 2

PROSPECS

FACEBOOK FAN PAGE

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C. Content-based Analysis 4. Some other bad examples

The bad: This review of customers receive quite many likes (compared to other ones), however, Prospecs has not given any comments on this reviews. Things to improve: It is advisable to comment on customer reviews timely.

September 15

PROSPECS

FACEBOOK FAN PAGE

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C. Content-based Analysis 4. Posts categorized by 5 criteria

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• Personal: posts that are made by Prospecs including back-stage, front-stage information

• Informative: posts that are made for communal relationship with customers

• Promotional: posts that include advertising content about Prospecs company and products

• Exchange: posts that are made for exchange relationship with customers (coupons, sales, offers, etc.)

• Interactive: posts that require customers to respond The graph (2013 posts) shows that there are too few Exchange, Interactive, Informative posts compared with Promotional posts

FACEBOOK FAN PAGE

A. Overview

• Nike is a big American multinational corporation that engages in the design, development and worldwide marketing of footwear, and other products , founded in 1964.

• There are some Nike Facebook Fan pages. The official Fan page site is chosen to analyze.

• Nike Fan page has 15,605,863 Likes • The design, and format: delivers a

professional feeling to customers • Language tone: informal • Post format: usually Text + photo, the

sentences in posts are short, using verbs, and words that seem to force people to do something.

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15,605,863 Likes Review

FACEBOOK FAN PAGE

A. Overview • Nike is a big American multinational

corporation that engages in the design, development and worldwide marketing of footwear, and other products , founded in 1964.

• There are some Nike Facebook Fan pages. The official Fan page site is chosen to analyze.

• Nike Fan page has 15,605,863 Likes • The design, and format: delivers a

professional feeling to customers • Language tone: informal • Post format: usually Text + photo/Video, the

sentences in posts are short, using verbs, and words that seem to force people to do something.

• Quality of pictures in posts: high quality, which gives a great impression on customers

• They change the cover photo sometimes to refresh the page

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15,605,863 Likes Review

FACEBOOK FAN PAGE

A. Overview

• Nike does not update posts very frequently, usually 2-10 posts/ month

• However, each post receives a lot of Likes, Comments, and Shares.

For example =>

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2000 Likes, 214 Comments, 195

shares

Don’t be part of the history books. Write them.

Learn everything but the trophy.

FACEBOOK FAN PAGE

B. Good examples Informative: This post is really a good example of informative content which is useful with visual explanation and smart way of including the brand slogan ‘Just do it’ in the post content and using the hastag.

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If you can master the move, master the workout. 20 minutes. Now 60 minutes. Add weights. Teach the class. #Justdoit

If you can get up at 7, get up at 6:30, 5:30, 5. Train while they sleep. #Justdoit

FACEBOOK FAN PAGE

A. Overview • Adidas is a big German multinational

corporation that engages in the design, development and worldwide marketing of footwear, and other products , founded in 1948.

• There are some Adidas Facebook Fan pages. The official Fan page site is chosen to analyze.

• Adidas Fan page has 14,913,981 Likes • The design, and format: delivers a

professional feeling to customers • Language tone: informal • Post format: usually Text + photo/Video, the

length of sentences in posts are various. • Quality of pictures in posts: high quality,

which gives a great impression on customers

• Adidas does not update posts very frequently, usually 2-5 posts/ month

• However, each post receives a lot of Likes, Comments, and Shares. (but less than Nike

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14,913,981 Likes

FACEBOOK FAN PAGE

B. Some good examples Promotional The picture is clear and impressive. They also use tag ‘With’ to engage more customers.

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2065 Likes, 79 Comments, 258 shares

FACEBOOK FAN PAGE

B. Some good examples Promotional With format text + video, this post received a lot of Likes, comments, and shares

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FACEBOOK FAN PAGE

B. Some good examples Interactive This post is a good example of advertising which requires customers to respond.

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FACEBOOK FAN PAGE

A. Similarities & Differences

• Similarities: - Adidas and Prospecs have a common point that both use a friendly

language tone while Nike is a little different with its own marked individuality.

- Three brands do not update their Fan Page frequently, and do not provide promotional information regularly.

• Differences - The design and visual posts of Adidas and Nike are much better than

those of Prospecs. - Both Nike and Adidas use multimedia posts more often and more

effectively than Prospecs. Prospecs has only one post with video - Considering the number of Likes, Comments or Shares, Prospecs currently

has nothing to compare with two big brands like Nike and Adidas. - Both Adidas and Nike sometimes change their cover photo to refresh the

fan page while Prospecs has not ever changed the cover photo yet.

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FACEBOOK FAN PAGE

B. SWOT Analysis • Strength: In general, Prospecs created a new product line (Walking shoes)

that Nike and Adidas do not have. It can be considered as a brand distinction of Prospecs.

• Weakness: The design of the Prospecs Fan page is not impressive compared to that of Nike and Adidas. The number of Likes, Comments and Shares is much less than the two competitors.

• Opportunity: With new product lines, and friendly page, if Prospecs pay more attention to the content of posts, the brand may grow more in the future.

• Threat: If Prospecs does not try to improve the state of the Fan page right now, it may lag behind Nike and Adidas and can never become the ‘competitor’ of two big brand.

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PROSPECS

FACEBOOK FAN PAGE

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A. OVERALL RECOMMENDATIONS • Update the Fan page more regularly (but not too often like one day one or

more post as customers are likely to ‘Unlike’ the page for being disturbed) to increase the possibility of people seeing posts, especially on Wednesday 3pm, when Facebook users are usually most active (according to some researches). It is advisable to change the cover photo for a refresh

• Sometimes, encourage people to click Likes. When being encouraged, they are more likely to click like. For example, saying “Click like if…” followed by a statement works well. By doing so, the reach of message and the page impressions can be improved.

• Respond to every post by others on the Fan page as soon as possible. As fans usually like to be answered quickly; and by doing that, Prospecs can prove their good service and give a good impression on customers.

PROSPECS

FACEBOOK FAN PAGE

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A. OVERALL RECOMMENDATIONS

• Respond to every post by others on the Fan page as soon as possible.

• Try to get more followers by various ways: provide Sales, coupons to people who Like and Share the Fan page; include the link of Fanpage on the Fan page front side/e-mails so as for people to easily share that link to others, promote the Fan page offline to customers who visit the stores (let them know that they will receive benefits, offers from being a follower of the Fan page), sometimes tag people to get more attention

• Post text that is short, straight to the point, various, interesting with high-quality pictures.

• Post more interactive, exchange, and informative posts for getting more engagement from customers.

PROSPECS

FACEBOOK FAN PAGE

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B. SPECIFIC SUGGESTIONS – Content is the ‘King’ • Interactive content: 1. What types of clothes do you usually wear with shoes/Prospecs shoes? Share your

pictures, best pictures will get the Sales.

2. Some quizzes (this quizzes can be information about products to integrate with promotional content or about fun general knowledge)

• Personal content: Backstage

1. Friendly pictures of Employees, parties, ways of service, etc.

2. Process of making shoes (video)

Frontstage

1. Pictures/Videos of Prospecs stores (high-quality, impressive)

PROSPECS

FACEBOOK FAN PAGE

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B. SPECIFIC SUGGESTIONS – Content is the ‘King’

• Informative content: ‘pure’ communal relationship with customers

# No advertising, promotional content should be included in this type of post.

# The posts should include content relevant to the shoes industry, the more interesting or /and useful the better

Some suggestions:

1. How to keep your shoes in good condition

2. How to choose shoes that suit with each situation

3. How to be fashionable with walking shoes

4. How to walk in the right way to keep your feet healthy

• Promotional content: be fun and interesting 1. Some associations about the Prospecs shoes (For eg: Prospecs shoes – healthy

‘bread’: soft, light and good for health)

2. More multimedia content like Interesting Promotional Video, links on posts

PROSPECS

FACEBOOK FAN PAGE

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B. SPECIFIC SUGGESTIONS – Content is the ‘King’

• Exchange content: 1. Sales, Coupons on Special Days: Valentine’s Day, Thanksgiving’s Day,..

For people who like the content, and share with other people:

Each person captures the screen after they ‘Like’ the Content. The number at that time would be used as a type of ‘Lottery’. There are 5 lucky persons who would be drawn to become the winners and receive 50% sale for any Prospecs products.

PROSPECS

FACEBOOK FAN PAGE

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B. SPECIFIC SUGGESTIONS – Content is the ‘King’

• Exchange content: 2. Contests:

Contests sometimes should be held to raise the engagement of customers to the Fan Page and the brand.

- Prospecs Fan Page Design Contest:

The design of the winner would be used for the current Fan Page.

- Best Prospecs product review contest:

A free product will be delivered to the best review of customer

- Your unique associations (it is encouraged to attach the image): Prospecs shoes with……..?

The best and most interesting associations would be chosen to give sale coupons (About 5)

- Photo contest: Prospecs with U

Customers will upload a picture of themselves wearing Prospecs shoes on the Fan Page. The most creative pictures will be chosen to give prizes.

The end

Facebook Fanpage Analysis Project

Prospecs – Walk Better