New Media Advertising Social media project(barcadi korea facebook) Dayoung-lee
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New Media Advertising Social media project(barcadi korea facebook) Dayoung-lee

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New Media Advertising Social media project(barcadi korea facebook) Dayoung-lee

New Media Advertising Social media project(barcadi korea facebook) Dayoung-lee

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    New Media Advertising Social media project(barcadi korea facebook) Dayoung-lee New Media Advertising Social media project(barcadi korea facebook) Dayoung-lee Presentation Transcript

    • Social Media Project Bacardi Korea Dayoung Lee 1012183 PR&AD. Sookmyung Women’s University
    • Contents  About Bacardi  Situation Analysis of Bacardi Korea Facebook Page  Competitor Analysis - Jagermeister Korea Facebook Page - Starbucks Korea Facebook Page  Bacardi Korea Facebook Page SWOT Analysis Content  development to Bacardi Korea Facebook
    • situation analysis competitor analysis SWOT recommendation BACARDÍ is a Worldwide ® famous Alcohol brand, known as Premium RUM brand Bacardífamily has been existed for over 150 years since foundation in 1862
    • Bacardi Korea Facebook opened in 6th June, 2013 • 7,826 Likes • 2,898 people talked about Bacardi (by tag, hashtag, mention) • Popular at age group of 25-34 years old
    • situation analysis competitor analysis SWOT recommendation situationanalysis competitor analysis SWOT recommendation ffff Since they launched branded page on June, their Facebook marketing has been doing okay for 4months. In previous 4months,  They communicated with every consumers with replying back one by one. But, when comments on a post increase more than 10, the manager just likes the fans’ comment with no reply  Usually, consumers’ likes rate 2digits per one post  Usually post as a format of text with Photo (of own product or historical person)  The manager post in formal language tone and classic and gentlemen manner. But, kind and nice tone when comment back
    • situation analysis competitor analysis SWOT recommendation situationanalysis competitor analysis SWOT recommendation ffff Most Effective Post(based on likes comments/shared) Post is Exchange relationship kind About giving free summer gift with sunglasses and flip-flop when consumers comment and share the post Good fact is the freebie item has the own logo on →why?  Promotional Freebie event  Seasonally well fit item  The freebie product has Bacardi logos on. Thus, make consumers can have Bacardi privilege with rare item
    • situation analysis competitor analysis SWOT recommendation situationanalysis competitor analysis SWOT recommendation ffff Most Effective Post(based on likes comments/shared) Post is Exchange relationship kind Again, this post is about giving freebie event by Good point is that the bar ‘MIXOLOGY’ is being managed under Bacardi, so the page manager can make consumers drink own product and provide experiencing the own bar →why?  Promotional Freebie event  Chance to expensive drink for free  Chance to visit Bar in Chengdamdong where people usually venture when have enough money in their pocket
    • situation analysis competitor analysis SWOT recommendation situationanalysis competitor analysis SWOT recommendation ffff Most Effective Post(based on likes comments/shared) This post is also promotional post on Bacardi’s newsfeed. When consumers click like, tag more friends and share, Bacardi gives free-Bacardi muddler(apparatus when making cocktail) Good point is that the page manager is doing one of those two-bird-one-stone solutions through consumers as another media to carry the news and giving own branded muddler too. →why?  People like freebie  As fans are consumer of alcohol or cocktail, having cocktail muddler will give them more joy  Consumers are also killing two birds with one stone by having chance to taste new launched product and get muddler
    • situation analysis competitor analysis SWOT recommendation situationanalysis competitor analysis SWOT recommendation ffff Least Popular Post(based on likes comments/shared) 설명 →why? This post tries to communicate in interactive and personal way with consumers →But why?  Even the post has keywords, it is too short to communicate with consumers in interactive and personal way  Message is confusing and lack with what to ‘why not?’  Last sentence may seem to too smart-aleck
    • situation analysis competitor analysis SWOT recommendation situationanalysis competitor analysis SWOT recommendation ffff Least popular Post(based on likes comments/shared) 설명 →why? This post tries to communicate in interactive way with fans →But why?   Too short message to communicate Too lack to empathy with fans by their product. So more stories being with Superior product are required
    • situation analysis competitor analysis SWOT recommendation situationanalysis competitor analysis SWOT recommendation ffff Least popular Post(based on likes comments/shared) This post tries to communicate in interactive and informational way Providing music information that might fit well when enjoying Bacardi →But why?    The manager posted ONLY information about the music, artist and song Post about music usually contain direct-linked playing contents or video clip to listen. BUT, Bacardi manager didn’t insight the lazy fans Photograph doesn’t provide how the artist play or song sounds like. So It is obvious that most consumers don’t consume no-sound music content by like or comment
    • Competitor Analysis
    • situationsituation analysis competitor analysis SWOT recommendation analysis competitor analysis SWOT recommendation Jagermeister Korea Facebook Page  Jagermeister is in same brand category as spirituous alcohol  Overseas product launched in korea which is in similar product situation as Bacardi What is Jagermeister?  Jagermeister is a Germany Herb spirituous alcohol Product  Produced and Founded since 1934
    • • • • • 16,687 Likes 1,089 people talked about Jagermeister (by tag, hashtag, mention) Popular at age group of 18 – 24years old The Jagermeister page posts usually communicate in friendly and young tone and enthusiastic, active attitude
    • situation analysis competitor analysis situation analysis competitor analysis SWOT recommendation ffff SWOT recommendation Unexpected posts found The manager uploads photos of a visual art-looking works(for example, symbol of product) made of empty bottle of their product -Freshly fun, friendly and new -Make consumers to challenge too -Attract fans’ interest and make them to tag friends so more people get to enjoy and know about Jagermeister too
    • situation analysis competitor analysis situation analysis competitor analysis SWOT recommendation ffff SWOT recommendation The Best Posts Were mostly, Exchange relationship posts  Jager Party Promotion Post was online promotion event by encouraging fans to like and share  Jager Camping Promotion Post was online promotion too. Providing camping boxes of Jagermeister for camping to group of Jager fans who comment and share the post →why?  First of all, It is freebie event and their value is expensive actually  Contents are what customers can enjoy with Jagermeister
    • situation analysis competitor analysis situation analysis competitor analysis SWOT recommendation ffff SWOT recommendation The Worst Posts  Post about disclosure of online free products They posted short and brief about free products (Computer screen saver or calender) on their official website with kindly linked address too. →why?  Like other pages’ fans, the consumers of Jagermeister might be lazy to link into the webpage and download.  Or the page’s consumers are more interested in brand’s product or freebie events Post about Jagemeister on publicity They used to post informations as second-hand format for example, webpages. →why?   Because people or even fans, usually are lazy to click and move to original page to read long description. They should posted in direct with summary of the news to their consumers
    • situation analysis competitor analysis situation analysis competitor analysis SWOT recommendation ffff SWOT recommendation Good and Bad at same time Live video clip of making hand-made candle in own shot glass from the Jagermeister offline promotion club event →why?    Video vlip was interesting enough But, fans were not at the club event so they might not able to feel live contact with the manager Compared to the contents of the video, the group of fans wer not emotional group about candle
    • situation analysis competitor analysis situation analysis competitor analysis SWOT recommendation ffff SWOT recommendation Similarity Difference Because Bacardi and Jagermeister were alcohol brands, they have ingredients of product or recipes of cocktails based on own product While Bacardi has classical and gentle concept and images, Jagermeister manged in young, fresh, challenge and active concept and images
    • situation analysis competitor analysis situation analysis competitor analysis SWOT recommendation ffff SWOT recommendation B. Starbucks Korea Worldwide coffee brand • Within same product criteria with alcohol, favorite food criteria, Starbucks is concerned as expensive brand in coffee brands • Same popular age group on page as Bacardi Korea have
    • • • • • 242,763 Likes 14,313 people talked about Starbucks Korea (by tag, hashtag, mention) Popular in age group of 25-34years old people Starbucks Korea page posts communicate with consumers in friendly, kind and feminine tone and nice, listener attitude • Starbucks Korea page manager writes 1-2 posts per day • Starbucks Korea page manager reply back to all customers’ comment within that day
    • situation analysis competitor analysis situation analysis competitor analysis SWOT recommendation ffff SWOT recommendation Unexpected posts found  Unexpected posts were all written by other. From that, I find out customers and fans of Starbucks had Strong loyalty loop that they post their every single personal stories related Starbucks on official page. 3/5 were personal stories and others were complain or question  Frequent posts about events/freebie promotion or notification of official discount or coupon promotion
    • situation analysis competitor analysis situation analysis competitor analysis SWOT recommendation ffff SWOT recommendation The Best Posts • Posts about Starbucks’ Official Promotion called ‘happy Hour’ which you can buy any beverage at half price. Which is exchange relationship between fan and the brand on Page →why?  First of all, they are about half price coupon on spending expensive money to drink a cup of coffee.  Customers can save their money instead they love Starbucks  The coupon can be used every Starbucks store in Korea
    • situation analysis competitor analysis situation analysis competitor analysis SWOT recommendation ffff SWOT recommendation The Least Posts • Posts that attempt to communicate fans in interactive and personally • Announcing posts about event winners →why?  Too simple message to encourage fans disclose their feeling and talk in personal mood  Unless customers won the promotional event, they are only interested in stories related the themselves
    • situation analysis competitor analysis situation analysis competitor analysis SWOT recommendation ffff SWOT recommendation Similarity  Informational posts about when new product or beverage launch.  Or informational posts about ingredients and recipe of the drinks  Interactive posts to listen consumers’ opinion on their drink product Difference  Even the popular target age group is same, Starbucks posts written in friendly and cute tone and Warm and feminine manner  When they talks about recipe of beverage to DIY, Starbucks’ posts have pictured process and can feel friendly that it seems written by manager’s personal trial while Bacardi post just have text recipe with finished cocktail photo
    • SWOT Analysis of Bacardi Facebook Page
    • situation analysis competitor analysis Strength       Brand power with 150years of long and heavy history Premium Rum Product and Brand value is high Manish image Tons of contents or stories are available with products and history  High engagement on freebie event Opportunity  spirituous liquor brands are on trend  Brand Facebook pages get fans easliy when there is promotional Events  Unexplored Facebook users are yet opened media  Younger age group  Power of eWOM SWOT recommendation Weakness  Too classic and gentlemen tone and manner  Writing tone of posting and replying is different  Posts feel like news report to customer  Even the page is Korea account, most images are Western style  Introduction stage of PLC as branded page on Facebook=low arareness  Most engaged age group is silent users Threat  Awareness of Bacardi as alcohol Brand  Overseas spirituous liquor brands have Facebook pages too  Not only branded but also personal Facebook pages are overflowing = too many competitors
    • situation analysis competitor analysis SWOT recommendation More Referring about Bacardi Worldwide Facebook Page c
    • Therefore,
    • situation analysis competitor analysis SWOT recommendation Bacardi Korea Facebook Page posts should managed in : Personal  Even if stories are made up, post such a long personal story or diary (about own products)  All of products should contain story  Personal recommendations to enjoy Bacardi  Posts and comment must keep same communicating tone (gentle man or kind woman) and be more friendly Informative  Introduction with pictures of the Place of where Bacardi created  More active kinds of media based on sorts of text Ex)post talking about music should contain youtube or streaming player or direct video clip  Behind stories of historical facts or products  All the recipe of cocktail should include step-by-step in visualized media  News links should contain summary and key words
    • situation analysis competitor analysis SWOT recommendation Bacardi Korea Facebook Page posts should managed in : Interactive  Use photos of Koreans or have Korean atmosphere  Big and wide enough announcement to fully fill the screen of page when new product launch or offline event start  Mentioning fans’ name clearly when there are winners of event  Ask more to consumers and reply to their opinion on that day Promotional  Launch an official offline promotion that hold once a year through page  Seasonal Promotions related Bacardi  Event about Small number of people to experience Bacardi liquor and the own bar ’MIXOLOGY’  Enlarge target group to young people who enjoy spirituous alcohol in bar or club  Create events about certain cocktail after posting the recipe
    • Thank You