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New	
  Media	
  Adver,sing	
  •	
  Professor	
  Jay	
  Moon	
  
	
  

Social	
  Media	
  Analysis	
  
	
  

NGUYEN	
  THI	...
SM	
  ENTERTAINMENT	
  	
  
OVERVIEW	
  
•  S.M.	
   Entertainment	
   is	
   an	
   independent	
   Korean	
   record	
   label,	
   talent	
   agenc...
FANPAGE	
  
	
  
Fanpage:	
  SMTOWN	
  (hEps://www.facebook.com/smtown)	
  	
  
• 
• 
• 
• 
• 
• 

Started	
  Facebook	
  ...
THE	
  BEST	
  
THE	
  BEST	
  

Ø  Most	
   of	
   fans	
   in	
   this	
   page	
   are	
   from	
   variety	
   country	
   outside	
 ...
THE	
  WORST	
  
THE	
  WORST	
  

Ø  Although	
  each	
  post	
  has	
  over	
  2000	
  likes,	
  approximate	
  70	
  comments	
  and	
 ...
FANPAGE	
  IN	
  COMPARISON	
  _	
  “BIG	
  3”	
  
YG	
  ENTERTAINMENT	
  
OVERVIEW	
  
Fanpage:	
  YG-­‐Family	
  (hEps://www.facebook.com/ygfamily)	
  
•  YG	
   Entertainment	
   is	
   a	
   re...
FANPAGE	
  
Fanpage:	
  YG-­‐Family	
  (hEps://www.facebook.com/ygfamily)	
  
• 
• 
• 
• 
• 

Started	
  Facebook	
  fan	
...
THE	
  BEST	
  
THE	
  BEST	
  
Ø  Happy	
   birthday	
   to	
   arKsts	
   is	
   always	
   in	
  
the	
   top-­‐liked	
   posts	
   in...
THE	
  BEST	
  

Ø  YG’s	
   on-­‐air	
   TV	
   program	
   “Win-­‐Who	
   is	
  
next”	
  (Balle	
  of	
  2	
  team	
  ...
THE	
  WORST	
  

Ø  These	
   are	
   all	
   already	
  	
  
n o K c e d	
   i n f o r m a K o n	
  
before	
   so	
   ...
JYP	
  ENTERTAINMENT	
  
OVERVIEW	
  
	
  
Fanpage:	
  JYPnaKon	
  (hlps://www.facebook.com/jypnaKon)	
  
•  JYP	
  Entertainment	
  is	
  a	
  Kor...
FANPAGE	
  
	
  
Fanpage:	
  JYPna,on	
  (hEps://www.facebook.com/jypna,on)	
  

•  Started	
  Facebook	
  fan	
  page	
  ...
THE	
  BEST	
  

Ø  Like	
   SMTOWN,	
   JYP’s	
   fanpage	
   has	
   many	
   behind	
   the	
   scenes	
   photo	
   a...
THE	
  BEST	
  

Ø  In	
   Lunar	
   new	
   year,	
   all	
   of	
   JYP’s	
   arKsts	
   appeared	
   in	
   one	
   ph...
THE	
  WORST	
  

Ø  These	
  three	
  posts	
  have	
  the	
  same	
  problem	
  
with	
  the	
  worst	
  example	
  of	...
SMTOWN	
  FANPAGE	
  
Insight	
  &	
  SWOT	
  
SWOT	
  ANALYSIS	
  
• SMTOWN	
   fanpage	
   has	
  
many	
   arKsts	
   in	
   variety	
  
fields,	
   they	
   have	
   ...
Insight	
  
•  SimilariKes:	
   All	
   three	
   fanpages	
   have	
   a	
   lot	
   of	
   interacKve	
   and	
   inform...
Recommenda,on	
  
	
  
• 
• 
• 
• 

SMTOWN	
   fanpage	
   is	
   	
   not	
   a	
   really	
   good	
   management	
   no...
SMTOWN	
  FANPAGE	
  
Social	
  Media	
  Recommenda,on	
  	
  
 Sugges,ng	
  sample	
  contents:	
  SM	
  in	
  Social	
  World	
  

PROJECT	
  
1)  CelebriKes	
  looks	
  alike	
  cont...
1.	
  Celebri,es	
  look	
  alike	
  contest:	
  SMWannabe	
  
•  Fan	
  can	
  do	
  make	
  up	
  or	
  sing	
  cover,	
...
2.	
  SM	
  photo	
  collabora,on	
  events:	
  SM	
  in	
  Body	
  Symbol	
  
•  CollaboraKon	
  photo	
  of	
  fans	
  a...
2.	
  Quiz	
  about	
  SM:	
  SM	
  Brain	
  
•  QuesKon	
   related	
   to	
   SMTOWN	
   will	
   be	
   given	
   once	...
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SMTOWN Fanpage on Facebook Observation

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SMTOWN Fanpage on Facebook Observation - Analysis
Recommendation for Social Media Contents

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SMTOWN Fanpage on Facebook Observation

  1. 1. New  Media  Adver,sing  •  Professor  Jay  Moon     Social  Media  Analysis     NGUYEN  THI  THU  PHUONG  (뉴엔티투프엉)     1112182   Public  Rela9on  &  Adver9sing  Department  
  2. 2. SM  ENTERTAINMENT    
  3. 3. OVERVIEW   •  S.M.   Entertainment   is   an   independent   Korean   record   label,   talent   agency,   producer,   and   publisher   of   pop   music,   founded   by   Lee   Soo-­‐man   in   February   14th,  1989.   •  The   label   is   one   of   the   "big   three"   record   companies   of   Korea   along   with   YG   Entertainment  and  JYP  Entertainment     •  Once  the  home  to  the  original  first  generaKon  of  Korean  Idol  groups  like  H.O.T.,   S.E.S.,  and  Shinhwa,  its  current  roster  of  recording  arKsts  include  Kangta,  BoA,   TVXQ,   TRAX,   The   Grace,   Super   Junior,   Zhang   Liyin,   Girls'   GeneraKon,   J-­‐Min,   Shinee,  f(x),  EXO  and  Henry,  all  of  whom  enjoy  great  success  both  domesKcally   and  internaKonally.     •  It  is  also  home  to  actors  and  actresses  like  Go  Ara,  Kim  Min-­‐jong,  Kim  Ha-­‐neul,   Lee  Yeon-­‐hee  among  many  other.   •  SM   Entertainment   also   co-­‐publishes   Avex   Trax   releases   for   Japanese   arKsts   such  as  Ayumi  Hamasaki,  Namie  Amuro,  and  Koda  Kumi  etc   •  SM   is   credited   for   starKng   and   leading   the   Hallyu   Wave   throughout   Asia   and   internaKonally  with  strong  market  share  and  internaKonal  operaKons.    
  4. 4. FANPAGE     Fanpage:  SMTOWN  (hEps://www.facebook.com/smtown)     •  •  •  •  •  •  Started  Facebook  fan  page  on  May  17th,  2011   Itunes  app  and  Fanboard  app  featured   2,572,769  likes  –  166,885  talking  about  this  (  UnKl  October  16th,  2013)   Both  English  and  Korean  are  used  to  communicated  with  fans     average  3  posts  per  day     Concentrated  on  Photos     Categories   •  By   means   of   contents:   InformaKve   posts   (Schedule   informaKon,   Front-­‐stage   photos/videos   and   Back-­‐stage   photos/videos   including   making   film/photo,   behind  the  scenes,  teaser  etc),  InteracKve  posts,  Events     •  By  types:  Texts,  Photos  and  Videos     •  By  arKsts:  Singers  and  Actors/Actresses  
  5. 5. THE  BEST  
  6. 6. THE  BEST   Ø  Most   of   fans   in   this   page   are   from   variety   country   outside   Korea.   So   that   they  always  do  not  have  chances  to  meet  their  idols  in  person.  That’s  why   updated  informaKon  about  their  idols’  status,  preparaKon  for  an  album  or  a   comeback   stage   called   “Behind-­‐the-­‐scenes”   alract   fans’   alenKon   all   the   Kmes.   Thus,   in   the   photo   of   Girls’   GeneraKon’s   member   Jessica   Jung   with   Jackie   Chan   who   is   well-­‐known   as   a   Hollywood   acKon   star,   fans   can   feel   more   proud   about   their   idols.   It’s   one   of   the   reason   make   that   photo   became  most  like  and  share  photo  ever  in  SMTOWN  fanpage.  
  7. 7. THE  WORST  
  8. 8. THE  WORST   Ø  Although  each  post  has  over  2000  likes,  approximate  70  comments  and  dozen   share,   in   comparison   with   another   posts   which   have   over   10000   likes   in   average,   those   became   the   least-­‐favorite   contents.   All   three   posts   have   the   same  problem.  When  fans  first  look  this  post,  they  can  not  reach  the  message   immediately.   We   do   not   always   go   into   the   page   to   view   posts,   most   of   Kme   people  check  posts  on  their  own  “New  feeds”.  If  the  posts  are  not  interesKng   and   impacKng   enough,   facebook   users   will   pass   away   and   forget   them   immediately.  
  9. 9. FANPAGE  IN  COMPARISON  _  “BIG  3”  
  10. 10. YG  ENTERTAINMENT  
  11. 11. OVERVIEW   Fanpage:  YG-­‐Family  (hEps://www.facebook.com/ygfamily)   •  YG   Entertainment   is   a   record   label   and   talent   agency   founded   by   Yang   Hyun-­‐suk   (former  member  of  SeoTaiji  and  Kids  –  the  most  famous  Hip-­‐hop  Trio  in  1990s)  on   February  24th,1996.  YG  arKsts  are  well-­‐known  as  Hip-­‐hop  music  producers  in  Korea.   •  Once   the   home   of   hip-­‐hop   groups   Jinusean   and   1TYM,   its   current   roster   of   recording   arKsts   are   known   to   be   some   of   the   biggest   K-­‐pop   acts   internaKonally.   Big  Bang,  2NE1,  Epik  High,  Lee  Hi,  and  PSY  have  proved  to  be  the  front  runners.   •  YG   Entertainment   is   known   as   one   of   the   "big   three"   record   companies   in   South   Korea,  along  with  S.M.  Entertainment  and  JYP  Entertainment,  for  their  large  market   share.   Official   contents   by   YG   Entertainment   and   its   arKsts   have   cumulaKvely   garnered   more   than   4   billion   views   and   are   subscribed   by   more   than   10   million   users  on  YouTube,  making  them  the  most  viewed  and  most  subscribed  arKsts  and   entertainment  agency  in  Asia-­‐Pacific.  
  12. 12. FANPAGE   Fanpage:  YG-­‐Family  (hEps://www.facebook.com/ygfamily)   •  •  •  •  •  Started  Facebook  fan  page  on  August  8th,  2010   1,096,947  likes  –  143,402  talking  about  this  (  UnKl  October  16th,  2013)   English  is  used  as  the  main  language  to  communicated  with  fans.     Average  4-­‐5  posts  per  day.   Categories:  InteracKve  posts  (including  thanks  to,  anniversary  celebraKon…)  and   InformaKve   posts   (including   informaKon   about   new   album,   new   arKsts,   parKcipaKon  in  TV  program  or  events…)  
  13. 13. THE  BEST  
  14. 14. THE  BEST   Ø  Happy   birthday   to   arKsts   is   always   in   the   top-­‐liked   posts   in   YG-­‐Family   fanpage.   By   giving   birthday   wish   to   their  celebriKes,  not  only  fans  can  get   closer   with   each   other,   but   they   can   feel   like   a   family   and   gepng   closer   to   their  favorite  arKsts.   Ø  Aqer   success   of   “Gangnam   Style,   people   was  waiKng  a  lot  for  Psy’s  new  song.  That’s   why  when  YG-­‐family  posted  the  music  video   of   “Gentleman”,   this   post   alracted   a   lot   of   view  and  likes  at  that  Kme.  
  15. 15. THE  BEST   Ø  YG’s   on-­‐air   TV   program   “Win-­‐Who   is   next”  (Balle  of  2  team  A  and  B,  the  winner   will   debut   aqer   this   show   and   have   the   group  name  “WINNER”)  is  going  to  the  last   episode  soon  and  this  is  the  Kme  for  fans  to   vote  for  their  favorite  team.  By  viewing  the   result   of   the   last   balle,   fans   would   be   acKve  in  discussion  and  with  the  tutorial  to   vote,   fans   can   prepare   to   vote   for   their   favorite   team   this   week.   This   post   is   a   successful   collaboraKon   of   informaKon   and   interacKon  content.    
  16. 16. THE  WORST   Ø  These   are   all   already     n o K c e d   i n f o r m a K o n   before   so   people   did   not   take   care   to   much   about   them.   These   posts   had   only   300   ~   400   likes   and   under  20  comments    
  17. 17. JYP  ENTERTAINMENT  
  18. 18. OVERVIEW     Fanpage:  JYPnaKon  (hlps://www.facebook.com/jypnaKon)   •  JYP  Entertainment  is  a  Korean  record  label,  founded  in  1997  by  Park  Jin  Young.   •  The   label   is   one   of   the   "big   three"   record   companies   in   Korea   along   with   YG   Entertainment   and   S.   M.   Entertainment   that   have   strong   market   share   and   internaKonal  operaKons.   •  Once  home  to  arKsts  like  Rain,  Park  Ji  Yoon,  and  g.o.d,  the  label's  current  roster  of   recording  arKsts  include  Wonder  Girls,  JOO,  2AM,  2PM,  miss  A,  JJ  Project,  Baek  Ah   Yeon,  15&  and  Lee  Sunmi.    
  19. 19. FANPAGE     Fanpage:  JYPna,on  (hEps://www.facebook.com/jypna,on)   •  Started  Facebook  fan  page  on  January  16th,  2011   •  673,728  likes  –  38,586  talking  about  this  (  UnKl  October  16th,  2013)   •  Both   English   and   Korean   are   used   as   the   main   language   to   communicated   with   fans   (Korean  is  priority)     •  Average  1  post  per  day     •  Categories:   InteracKve   posts   (including   thanks   to,   anniversary   celebraKon…)   and   InformaKve  posts  (including  informaKon  about  new  album,  arKsts,  events…)  
  20. 20. THE  BEST   Ø  Like   SMTOWN,   JYP’s   fanpage   has   many   behind   the   scenes   photo   and   story,   which  alract  fans  very  much.  Thus,  JYP  has  many  post  about  arKst-­‐relevance   goods  (what  are  they,  how  to  buy…)  which  fans  like  a  lot.  
  21. 21. THE  BEST   Ø  In   Lunar   new   year,   all   of   JYP’s   arKsts   appeared   in   one   photo   to   give   their   fan   best   wishes,   that   make   a   huge   effect   to   gain   fans’   love   and   loyalty   to   them.   Also,   by   posKng   in   the   right   Kme   (one   of   Korea’s   important   holiday),   fans   could   feel  closer  to  their  arKsts  much  beler.  
  22. 22. THE  WORST   Ø  These  three  posts  have  the  same  problem   with  the  worst  example  of  SMTOWN  and   YG-­‐FAMILY   fanpage.   These   are   already   noKced   informaKon,   and   not   be   interesKng   and   impacKng   enough   to   make   people   read   them.   Especially,   in   two   post   above,   we   can   not   get   which   messages   they   want   to   give   to   viewer   if   we   do   not   click   the   link   below.   Clicking   link   may   annoy   people   when   checking   status  on  their  “New  feeds”.  
  23. 23. SMTOWN  FANPAGE   Insight  &  SWOT  
  24. 24. SWOT  ANALYSIS   • SMTOWN   fanpage   has   many   arKsts   in   variety   fields,   they   have   many   contents   which   can   be   posted  everyday   • They   concentrate   too   much  on  arKsts  visual.     • There   are   not   enough   many   informaKon   about   actors   and   actresses   as   singers   • The   same   palern   of   content   may   bore   their   fans   S   O   • SMTOWN   fanpage   has   over   2   million   fans   from   variety  naKon   • Fans’  loyalty   • Digital   GeneraKon   keeps   fan   all   over   the   world   c o n n e c K n g   e v e r y   moment.   W   T   • The   growth   of   other   company’s   fanpage   (YG-­‐ family,   JYPnaKon,   Cube,   Shinhwa  company  etc…)  
  25. 25. Insight   •  SimilariKes:   All   three   fanpages   have   a   lot   of   interacKve   and   informaKve   contents,   which   can   strengthen   their   relaKonship   with   fans.   As   a   entertainment   company,   they   have   “special   products”   that   need   to   be   control   and   manage   carefully,   especially  in  digital  generaKon  as  today.   •  Difference:  We  can  see  the  different  style  of  three  company  through  observing  their   fanpage.   The   perfecKonism   SM   Entertainment   keeps   concentraKng   on   the   visual,   the   look   of   their   arKsts   by   posKng   many   behind-­‐the-­‐scence   photos,   while   as   a   leader  of  Hip-­‐hop  music  in  Korea,  freewheeling  YG  Entertainment  always  show  their   charisma  by  posKng  completed  product  such  as  music  video  or  concert,  meanwhile   JYP  is  mixing  SMTOWN  and  YG-­‐family  fanpage  style.   •  Front-­‐stage  and  Back-­‐stage  stategy  is  using  effecKvely  now.   •  When   observing   three   fanpage,   one   unexpected   thing   is   they   do   not   reacKon   to   their  fan,  which  can  become  the  minus  in  managing  a  page.  
  26. 26. Recommenda,on     •  •  •  •  SMTOWN   fanpage   is     not   a   really   good   management   now.   They   have   many   fans  and  fans’  loyalty  to  SM  Entertainment’s  “special  products”  (Talents,  Idols,   actors,  actresses…)  keeps  this  page  bigger  and  bigger  day  by  day.   Shortage   of   promoKonal   contents   and   lack   of   interacKve   contents   must   be   made  up  to  keep  fans  from  leaving  the  community.   ReacKon  to  fans,  discussion  with  fan  must  be  added  in  fanpage  management.   CollaboraKon  contents  are  necessary  to  add.  
  27. 27. SMTOWN  FANPAGE   Social  Media  Recommenda,on    
  28. 28.  Sugges,ng  sample  contents:  SM  in  Social  World   PROJECT   1)  CelebriKes  looks  alike  contest:  SMWannabe     2)  SM  photo  collaboraKon  events:  SM  in  Body  Symbol     3)  Quiz  about  SM:  SM  Brain  
  29. 29. 1.  Celebri,es  look  alike  contest:  SMWannabe   •  Fan  can  do  make  up  or  sing  cover,  dance  cover…  to  their  favorite  celebriKes.   The  one  who  look  like  their  celebriKes  the  most  will  win  a  prize.   •  Contest  result  will  be  judged  by  all  the  fans  of  SMTOWN  fanpage  by  voKng.     Effect     •  Fans  –  company  relaKonship  reinforce   •  Gain   fans   number   of   SMTOWN   fanpage   (contestants’   friends,   sharing   of   contents…)    
  30. 30. 2.  SM  photo  collabora,on  events:  SM  in  Body  Symbol   •  CollaboraKon  photo  of  fans  all  over  the  world.   •  Dividing   SM   Symbol   into   many   part   and   Fans   will   use   their   arms/hands   to   make  that  SM  Symbol.  One  fan  –  one  part  of  photo.   •  Completed   photo   will   be   used   as   SMTOWN   fanpage’s   cover   photo   in   one   month.   Aqer   one   month   new   photo   which   made   by   another   fans   wil   be   replaced.   Effect     •  Fans   –   company   relaKonship   reinforce   (by   appearing   on   cover   photo     of   SMTOWN  fanpage,  fans  will  feel  like  they  are  really  a  part  of  this  community)  
  31. 31. 2.  Quiz  about  SM:  SM  Brain   •  QuesKon   related   to   SMTOWN   will   be   given   once   a   week   (QuesKon   can   be   about  SM  Entertainment,  or  about  SM’s  arKsts…)   •  One   or   two   lucky   member   of   the   week   will   have   a   prize   (such   as   SM   arKsts’   scan  autograph  with  the  winner’s  name  in  arKsts’  hand  wriKng…)     Effect     •  Fans   –   company   relaKonship   reinforce   (by   appearing   on   cover   photo     of   SMTOWN  fanpage,  fans  will  feel  like  they  are  really  a  part  of  this  community)   •  Gain  fans’  amuse  when  visiKng  SMTOWN  fanpage.  

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