SNS Advertising Media Planning_POSCO

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description

This is report of SNS Advertising Media Planning of POSCO, I mainly focused on Facebook fan page.

Transcript of SNS Advertising Media Planning_POSCO

Page 1: SNS Advertising Media Planning_POSCO
Page 2: SNS Advertising Media Planning_POSCO

Part 1. Introduction of POSCO

- Brief introduction

- Overview of Facebook Marketing

Part 2. Situation Analysis

- Observing POSCO’s Fanpage

- Ranking the examples of Best/Worst contents of facebook

- Finding Major Competitor’s Fanpage_Samsung, CJ

- Conducting SWOT Analysis of POSCO

Part 3. Social Media Recommendations

- Provide Recommendations

- Social Media Contents Development

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• POSCO became the world’s leading steel company since 1968. Their

main factory is located in Pohang and Gwangyang, Korea. Now they are

developing factories thorughout the world, POSCO-China, POSCO-Japan,

POSCO-India.

• POSCO is managing their own foundation of education. Therefore,

kindergarten through college(POSTECH) existing and thrives until now.

• POSCO first started at Pohang, the first construction of Pohang Works

has begun on 1970.

• The second construction of Gwangyang Works has begun on 1981.

• Best Slogan of POSCO’s advertising is “We move the world in silence”

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First POSCO started Facebook on Nov 5th, 2012. Also POSCO made

their own name of facebook called “HELLO POSCO”

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Once they made the name of facebook, “HELLO POSCO”, they posted

examples about different languages of “HELLO” in the world with

historical issues. These posts are became series of POSCO’s facebook.

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Official Social Networking Services Sties now they are managing,

• Official Global Blog (English Version) http://globalblog.posco.com

• Official Korean Blog (Korean Version) http://blog.posco.com

• Linkedin http://www.linkedin.com/company/posco

• Youtube http://www.youtube.com/helloposco

• Twitter http://www.twitter.com/helloposco

• Facebook https://www.facebook.com/HELLOPOSCO

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• POSCO has 107,076 Likes and 4,043 people mention about its page.

• Their Facebook page updates frequently at least 1 times a day!

• Most of page’s contents are most likely in tune with the times we live.

For instance, they posted accurate/proper contents on national holiday

such as Hangeul Day, the National Foundation Day Of Korea, Armed

Forced Day etc. It made POSCO’s attempts to improve image and

present a good impression to people as a company of Korea.

• Quizes about POSCO is often go along as a post. Also this rewards of

the quizes are immediately given to people who wrote a comments

under the post. They made very easy question to encourage

participation of people, therefore, sometimes they draw for winners.

Most of the rewards are present as “Gifty Con” through Kakao Talk.

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I have categorized its content by means of:

• Promotional – Posts that advertise POSCO’s Admirable Structure,

Great Results etc. Most of the posts are updating with fabulous pictures.

• Informative – They made quizes about POSCO’s business results and

bet a prize-such as tickets, coupons- to attract people’s attention.

• Interactive – POSCO want to appeal people with intimate and familiar

ambience. Therefore, they are

• Personal – Because POSCO want to approach intimately to people,

they are posting interesting events about people who are in the POSCO.

Also, they made a special project named “Kim Inter’s Diary” to attract

friendly Atmosphere in Offices work.

•Special volunteer works, People of POSCO

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Promotional

The Good:

POSCO’s second factory is located in Gwangyang. Therefore, they are

informing its tourist attractions through facebook page. It shared a lot

because of splendid picture of Gwangyang, and it ranked the highest Likes

between the posts. As a result, it is effective for promote the places in

POSCO, Gwangyang.

23 shared

409 Likes

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Promotional

The Bad:

This post was not very effective for promoting POSCO’s great result. It was

just a title of their efforts, therefore, we could not find any specific

information about it. Consequently, its Likes & Share is noticeably lower

than other posts.

1 shared

328 Likes

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Informative

The Good:

I think it is the best format of “Informative” contents that can attract people

best. Including characters, whole Illustration is cute and eye-catching. Also,

the quiz is easy and interesting to find the answer.

2 shared

258 Likes

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Informative

The Bad:

Between those pictures, we can easily find that it has a identical type. Also,

the graph used similar colors. Depending on the main purpose of POSCO’s

facebook fanpage, they should not upload those diagram which cause the

most boring atmosphere. I think it is appropriate for the people who are

working in the POSCO now.

3 shared / 156 Likes 5 shared / 165 Likes

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Interactive

The Good:

Most of people enjoy music, therefore, the post of music recommendation

can be the most interesting contents to people. I’m sure that the people

who seen this post are most likely to wondering what songs are

recommended on it. Because I also curious about it!

2 shared / 301 Likes

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Interactive

The Good:

I think it is the most effective post’s example among all the contents in

POSCO’s facebook. New-years-day in Korea is appropriate time to give

words of blessing. Also they made a events to give movie tickets through

wirte a comment, the participation(Shared/Likes) has a great score.

184 shared

393 Likes

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Interactive

The Bad:

This is another New year’s special event of POSCO. However, they totally

failed to encourage participation. There are no specific information of the

event, also they made a link which is inconvenient to access.

20 shared

182 Likes

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Personal

236 Likes

The Good:

This is the specialized section of the POSCO’s page, the name of “Kim

Intern’s Diary”. She update a detailed incident during her intern life in

POSCO. It is very realistic for people to accept the atmosphere of POSCO,

therefore, they can make a desirable image to be more familiar company.

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Personal

The Bad:

This is another example of “Kim Intern’s Diary”. I think she wanted to

introduce novel places in POSCO, however, we cannot feel any interst of

this post. These posts deliver the feeling of forced post, just for showing.

Consequently, they got 4,2 Likes each, which is the lowest score in posts

of POSCO’s page.

4 Likes

2 Likes

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1 Shared

322 Likes

POSCO’s people are often visit their neighbors to do volunteer works!

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1 Shared

380 Likes

Post of Volunteer works get great responsse to people.

(We can easily check through Shared and Likes.)

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Clean-Ocean Corps, This is the famous volunteering groups of POSCO. They

became well-known celebrity in POSCO’s facebook page.

(They uploaded many pictures of the day-work, so I couldn’t capture the

Likes/Shared. Facebook count at once when we upload plenty of pictures at once.)

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• In conclusion, we based on our findings under 4 categories: promotional,

informative, interactive, personal – each having its pros and its cons. POSCO

utilizes interactive as the best, and promotional as the worst.

• Why is interactive the best? Most of the events of facebook pages, nowadays

they are all making rewards as a coupons and tickets. When they write a correct

answer of the quiz, they can get prize through lottery system. As a interactive

contents, this system is the best one to attract voluntary participation of people.

Accordingly, POSCO is now doing great to use this reponses.

• Why is promotional the worst? The definition of ‘Promote’ is help or encourage

people it to happen, increase or spread. I think they are completely mistaken the

meaning of ‘Promte’. Now they are not promoting the POSCO, just tell people what

day are doing lately. If they want to promote something, I think first they have to

make a specific moto of promoting what they want to get through it.

• Overall, I think POSCO is well-managing their facebook page these days.

Between the companies around POSCO, they ranked highly based on Likes and

Mentioned. Now they have to go forward the movement powerfully!

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• Samsung is Korean company and now they are managing the company of

elctronics, life insurances, heavy industry, advertisement etc. They operate large

bounds of businesses, therefore, now they became the world’s major company.

1,987,424 Likes

• CJ also originated from Korea and now they are managing divers industry.

Mainly they are operate entertainment system named CJ E&M, therefore, they are

famous for channel of home-shopping, planning concerts. CJ is most popular

campny for twenties because their own sense of trend.

154,122 Likes

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Informative

The Good:

This is most informative post. Samsung use their own charater in facebook

named ‘Young-Ja’ to introduce useful information in our lives.

259 shared

2185 Likes

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Promotional

The Good:

Samsung often made a opportunity to meet their CEO through their own lecture

system. I think it can make a best image of Samsung to looking more familiar with

people. Speech can be the best example to promote their company’s better image.

46 shared

1870 Likes

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Interactive

The Good:

This is the most interesting contents in Samsung’s intercative events. The

Illustration of the post catched my eyes at once. Also, It is very seasonable,

therefore, they can get a best reaction from people.

119 shared

5678 Likes

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Promotional

The Good:

“So cute!” This is what I said just see this post. CJ has good image from

young people, therefore, interesting pictures are well-matched to their image.

24 shared

1909 Likes

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Promotional

The Good:

This is the bread from TOUS les JORUS, which is subsidiary company to CJ.

Once they upload interesting pictures of bread, they approach people to unusal

way to make a diffrenciate with other bakery. I think it is fresh idea!

1 shared

447 Likes

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Informative

2 shared

142 Likes

The Bad:

This is very disappointing contents of CJ. The style of CJ’s posting is always

interesting and well-designed. However, through this contents, they failed to

post informative one. I think they could be make more interesting one!

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S W

0 T

• People all aware that POSCO is

No.1 Company of Steel Works.

• They can easily get a High Brand

Awareness because of their

business achievements.

• POSCO has a Distinct Brand’s

Characteristic anyone cannot follow

up with ease.

• Sort of industry-Steel Works- is

hard to be a familiar for people. It

feels far from us compare to

Samsung and CJ.

• People are hard to get a big interest

of Steel Works. It is fatal point of

spreading awareness of POSCO.

• Most of company is now using SNS

to make a image of intimacy.

• Their major competitor company,

Samsung is now operating SNS very

well. Especially, they are often

communicate with youth through SNS.

• Companies have to be more popular

and be familiar especially to youth.

Most companies are try to do,

however, now POSCO is too weak.

• POSCO is one of the major

company in Korea, therefore, people

has a positive image of company.

• As most people think positively, it is

no trouble to approach and improve

company’s image.

• SNS became the powerful method

to become intimate with people and

now POSCO is managing very well.

• Hyundai Steel Works has no SNS ID.

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• Similarities that existed between the POSCO fan page and that of their

competitors’ were in the interactive and seasonable types of posts. Nowadays

Quiz-prize system is popular to people and it is also very effective. However, they

have to add more creative ideas and events to keep going on. Also, their

seasonable contents can get a great response from people. When season and

Quiz-price system join together, it can generate a incredible response of synergy.

• Differences among the pages seemed to be more developed one involving

more multimedia typed posts. I think video commercials of company can be the

interesting contents in facebook. It is not a hard work for people to watch a CF

and we often watch the short videos(under 1 min) on the bus and subway.

• As compared to their competitors pages, POSCO is now operating excellent

between upload the daily contents. It can give an image of sincerity.

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Promotional

• Showing people to POSCO’s fabulous work places, tourist spot around the

company can be the good way to promote POSCO. The quality of pictures are

great even I want to have one.

• They have to discuss about what they want to promote. I think all promotion

have to make a target audience and purposes to doing it.

• Make POSCO’s own character who mainly operating its own fan page can be

the way of creative promotion. This can make POSCO’s certain own image,

therefore, it can appeal to people in the way that make intimacy and interactive.

Informational

• Informational contents should be more attractive. People in POSCO’s facebook

fanpage are not very interested about POSCO’s detailed rules.

• After choosing the fact that what they want to inform about, make a words and

illustration of the contents should be more interesting and eye-catching.

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Interactive

• Quiz-Prize system is the great way to interact with people. However, I think it

can be boring in the course of time. We have to think different and diverse

way to interact in facebook.

• Tagging (@name) is the best interactive way. Now we have to use it often to

share and spread the contents and we have to think more creative way with

tagging people.

Personal

• The section of “Kim Intern’s Diary” is very creative to accept. Including

competitors, other companies are not very active to make a section in the

pages and write a post in the section. Also, the section of the title is suitable

to read. The name of ‘Diary’ gives the best feeling of intimacy and honesty.

• I think Kim Intern should write comments actively to people who read her

posts. If so, people can feel the full of truthfulness of this post, page and

POSCO and this can be the best example of personal&interactive one.