W E M A K E P R I C E

NEW MEDIA ADVERTISING INDIVIDUAL ASSIGNMENT

SOCIAL MEDIA PROJECT

1111266 홍보광고학과 김세진

INDEX

Analysis of Client’s social Media Page

Analysis of competitors’ social media page

Introduction of client and product category

SWOT & Insights

Recommendation

Choose The Best and The Worst

Introduction of client and product category

My hypothetical client is a social commerce site. These days We can search a lots of social sites. It means that we can choose one site that we like it. Therefore many social sites’ re going to be competing by pushing advertising or events to customer.

Introduction of client and product category

I choose 위메프 because I like Tv CF of 위메프 . It have some fun things, actually many fun things in

TV commercial are despising coupang, and I also like the name of the brand. 위메프 is an abbreviated word for ‘we make price’ based on Korean pronunciation.

12

3

Many Fun things

Introduction of client and product category

They sell a lots of coupons that very various kinds. Similarly another social commerce sites, they sell products that cheaper than off-line shop.

Analysis of Client’s social Media Page

- A facebook fan page of 위메프 .- we make price facebook fan page is founded in 2010, and they have 189,805 likes.

Analysis of Client’s social Media Page

Criterion of analysis

step 1. check level of interval time that manager uploaded.

step 2. classify A type of uploaded information.

Step 3. measure that connection degree of between manager and user and also measure that connection degree of among users.

Analysis step 1. check level of interval time that manager uploaded.

Analysis step 1. check level of interval time that manager uploaded.

At intervals of 3-4 hours per day, they posted information.

They usually uploaded news everyday.(only October)

Even some news were didn’t have any shopping informa-tion.

Analysis step 2. classify A type of uploaded information.

July August September October0

5

10

15

20

25

Advertising

events

news

shopping in-formation

(10. 16 일 기준 )

Analysis step 2. classify A type of uploaded information.

They usually posting many shopping information and advertising.In October

(I’ll discuss by focusing on October because it is the latest.)

Analysis step 2. classify A type of uploaded information.

They usually posting many events that users can easily participating.In October

(I’ll discuss by focusing on October because it is the latest.)

Analysis step 2. classify A type of uploaded information.

They usually posting many news.In October(I’ll discuss by focusing on October because it is the latest.)

Analysis Step 3. measure that connection degree of between manager and user and also measure that connection degree of among users.

Someone said “This posted in-formation is to-tally fraud !”

That comment is posted P.M 10:54, and manager commented again at P.M 11:11. It means that manager always check this facebook.

Analysis Step 3. measure that connection degree of between manager and user and also measure that connection degree of among users.

Some users express their opinion to their friends by tag-ging their friends name.It can be make earned media contents.

Some users are communicating in this fan page.

conclusion

Facebook have characteristic that kind of Owned media, but through many users, It can get earned merit.

People enjoy talking in social, and they feel more inti-macy even they don’t know each other.

They want to someone react on their comments, and they want to be a group, It’ll be proved by like counts.

Many people pursuit fun even it is not relatives 위메프’ s work.

Choose The Best and The Worst.

The best

I choose this contents is the best. Though this contents show an advertising to facebook users, 17,840 people likes this content. Usually people tend to skip a ad-vertising, and they doesn’t think that they have to show advertising to get something.

However as we can see, people really like to talk their friends in on-line and want to feel familiarity by using tag their friends.

Therefore this contents is inducing users to participate in event naturally. Additionally this contents is not selling something, and advertising have a story and there are some funs, so people who want to be participate in doesn’t consider their own liking. Just clicking like button. It is so easy.

Choose The Best and The Worst.

The Worst

I choose this contents is the worst.

This content have some festival. If I want to go there, I’m very happy to see this posting, but this contents just show a visual post. There are nothing except a picture. Even they doesn’t posted detailed in-formation or link page, it’ll be ok. because the post show exactly date and location, so I can know when and where festival starts.

However, I can also get information such as this information, and It is not special. 2 festivals are totally not relative. It is just arrange something. People think that arranged information is not special, so they can ignore easy.

Analysis of competitors’ social media page

I choose Auction, and Coupang as competitor’s social media page.

Auction - Analysisstep 1. check level of interval time that manager up-loaded.

Auction - Analysisstep 1. check level of interval time that manager up-loaded.

At intervals of 3-4 hours per day they posted information, but it is not acted regularly.

Step 2. classify A type of uploaded information.

Auction - Analysis

October0

5

10

15

20

25advertising

events

news

shopping in-formation

(10. 16 일 기준 )

they usually uploaded shopping information, events.

Auction – Analysis Step 3. measure that connection degree of between manager and user and also measure that connection degree of among users. there are more

friendly comments between

manager and users more than

위메프 .

Auction – The Best and The Worst

The Best

Auction have a characteristic in posting information. Not only this content but also almost content that uploaded are have a story.

In this contents’ purpose is sell cell phone holder. However, manager said only story. It make customer feel fun and friendly.

The Worst

That Posting is not good even bad.Because manager is pulling message so overtly. Users feel antagonistic, and think they are exposed to typical advertising.

Auction – The Best and The Worst

Coupang – Analysis Step 1. check level of interval time that manager up-loaded.

Coupang – Analysis Step 1. check level of interval time that manager up-loaded.

At intervals of 2-3days per week, they usually posted informa-tion.

they almost uploaded shopping information, events.

Coupang – Analysis step2. classify A type of uploaded information.

september October0

2

4

6

8

10

12

14

shopping in-formation

events

Coupang – Analysis step3. measure that connection degree of between manager and user and also measure that connection degree of among users.

there are no comments between manager and user, and among

users.

Coupanag – The Best and The Worst

The Best

This content is the best.

In this contents, manager said simple information. users doesn’t like a begging message, and they may don’t want a long message. pure food shots and link are make users catch in-formation easy.

Coupang – The Best and The Worst

The Worst

Like Auctions’ The worst content, manager is pulling message so overtly. Also they’re talking about product model. It is not relative.

SWOT & Insights

First, Wemakeprice have broad users, and users are participating actively.

Second, wemakeprice is posting daily informa-tion. It makes users invite frequently.

Wemakeprice : we make price have a trendy models, 이서진 is appear in 꽃보다할배 that a hot program in recent, so wemakeprice can expect

some synergy effect.

Auction has some strength that facebook man-ager communicates with their user friendly, so

It can be Threat to wemakeprice.

Peole can take a illusion. For example user may thinks that Auction company is more kind than wemakeprice because Auction manager is more

intimate in facebook fan page.

S W

TO

Auction : few users.

Coupang : few users and low frequency of up-loaded post.

SWOT & Insights

Through analysis of facebook fanpage, I found 2 important things in Social Media. Before this assignments, I thought that Social media is totally Owned Media, and that To mak-ing earned Media, marketer should do something to social users. but now I’m not agree that opinion.

I think Earned media is a little bit abstract notion. I can read some information through face-book fan page, but if I was not writing something in that page, In that case am I doing noth-ing? Because I wrote nothing? NO. that PLAY is can be a earned Activity, and I also can be a earned User. That is the reason Marketer thinks Social Media have huge power.

Additionally Before this assignments, I learned a notion of Communal vs exchange. I thought only exchange information or posting , like events , can induce users participating, but If I act intimacy and stimulate users by making some sympathy, it’ll make participation even I give communal information.

I N S I G H T

Recommendation

If you talk to someone in Social Media, Speak smooth and more friendly than off-line. It is effective to make user feel intimacy.

Upload a information frequently. It makes user feel fun and activity, so they can more participating in many Events.

Upload information not your own brand story, but other various happening. It makes user feel comfortable, and can lessen anti emotion of Owns’ ad-vertising.