SNS Advertising Media Planning_POSCO
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Transcript of 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
• 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”
First POSCO started Facebook on Nov 5th, 2012. Also POSCO made
their own name of facebook called “HELLO POSCO”
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.
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.
’
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
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
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
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
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
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
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
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
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.
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
1 Shared
322 Likes
POSCO’s people are often visit their neighbors to do volunteer works!
1 Shared
380 Likes
Post of Volunteer works get great responsse to people.
(We can easily check through Shared and Likes.)
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.)
• 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!
• 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
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
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
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
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
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
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!
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.
• 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.
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.
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.