SK Telecom analyzed its Facebook page and competitors KT and LG U+. It found that while gift events received the most engagement, posts lacked uniqueness and creativity. A SWOT revealed strengths in market share but weaknesses in unoriginal content and no consumer interaction. The analysis concluded people are most attracted to time-limited gift events and behind-the-scenes media, while informational posts and previous events received less interest. Telecom companies need more creative content on Facebook to stimulate consumers.

1. <2013-2 New Media Advertising Professor Jang Ho Moon>
Analysis of Facebook Marketing and
Recommendation;
SK Telecom
0912456 Business Administration Department Hanna Lee

2. 1. Introduction of Client and Product Category
 Brief introduction of your client and product category; SK Telecom
SK Telecom has pioneered new frontiers in the Korean ICT industry since 1984.
They fundamentally offer mobile telecommunications services and other additional
services such as game portal for mobile phones, ubiquitous music service and online
portal. The number of total subscribers is 27 million which is meaning 50.3% of
market share. Their operation income was 1.76 trillion won and net income was 1.1
trillion based on the fiscal year of 2012. SK Telecom is consistently growing as the
first mobile telecommunication service company in Korea with technology leadership,
new growth business, global awards & recognition and customer value innovation.
SK Telecom‟s business area consists of 4 parts, telecommunication & convergence,
hardware, service platform and new engine growth. Telecommunication &
convergence covers Business solution, mobile, individual marketing, M2M, N/W
R&D, sensor, smart device and wireless network. Hardware partis focusing on
developing memory, modem and SoC. Service platform means NFC, Commerce,
media and LBS. New engine growth covers education, R&D, health care based on
ICT convergence.
Armed with extensive experience in mobile network technology and service, SK
Telecom is rapidly moving beyond the Korean market to become a Global ICT
Leader. SK Telecom has partnered with major telecommunications companies in Asia
to build a global ecosystem, and aggressively took part in activities of international
organizations and telecommunications agencies, including ITU, UNGC and CDG, to
strengthen our global presence. SK Telecom will continue to make all-out efforts to
develop innovative technologies and generate tangible results in the global market,
thus contributing to the advancement of the Korean ICT industry and the nation‟s
status in the global arena.

3. 2. Analysis of Client’s Social Media Page
 Overall observation
-
The number of people who is mentioning SK telecom: 49,022
-
Total “Like”: 956,661
-
The hottest weak: 25th August 2013
-
Age range of customers who visit most: 18-24
 Analysis of postings
-
Frequency of the message: 2~3 postings a day
-
Language/tone they use: Korean/formal tone
-
The types of postings; information, behind stories of ad, event with gift,
emotional phrase, their promotional event
-
Formats they use:text+photo
-
Feedback: only to complaints
 Best contents & Worst contents
-
Best Effective contents
1
○Gifticon Event for military camp
This event posted on 28th July, 2013 and got 18,214 “Like” and 22,035
comments for only 2 days. Military camp which is commented the most

4. would get gifticon for ramen. This event targeted young men who just
finished their army service or have memories of army camp.
2
○Movie Tickets Event
This event posted on 12th August 2013 and got 5,356 “Like” and 1,417 comments.
Who press “Like” can get 2 tickets for movie „Now You See Me‟.

5. 3
○ Preference to woman type
This post was uploaded on 16th August, 2013 and got 4,027 “Like” and 3,532
comments. This is not gift event but just kind of funny survey.
 Two posts which got the most “Like” and comment were event which
give benefits to people so it made customer participate more than other
posts. Therefore, I can guess that people attracted by gift the most and
kind of fun as second.

6. -
Worst Effective Contents
1
○Speed check
This post is uploaded on 15thOctober, 2013and got 262 “Like” and 22
comments. This post content is about speed of LTE in Seoul main spots such
as Seoul station, Myung-dong.
2
○Tworld Direct; change parents‟ cell phone event
This post was uploaded on 8th October, 2013 and got 271 “Like” and 21
comments. This is kind of event which gives subsides for changing parents‟
cellphone.
3
○LTE-A-Class city attack
This post was uploaded on 2nd October, 2013 and got 281 “Like” and 6
comments. For 3 days in Seoul city and for 1 day in Busan city, customers can
take 20 LTE-A-Class special vehicles driving from Gangnam to
HongikUniversityfor free and enjoy LTE-A.

7.  Those 3 the worst effective contents were all different types;
informational post, financial support event and experience event. But I
can find one common thing among them. These posts don‟t have any
prompt gift or benefit for sharing or pressing “Like”.
-
Discussion Sample; is it good or bad example?
This post is uploaded on 9th October, 2013 which is Hangeul Proclamation
Day. The post consists of text „Proud Hunminjungum‟ and photo image
experessing korean message with alphabet. This post got 8,873 “Like” and 78
comments and became 2nd popular post of SK Telecom in previous 3 month.
If we only fouce on the number of “Like” and comments, this post can be
considered one of the most effective contents. But If we look into reaction to
this post, we cannot decide whether this post is good or not. Some people
expressed their positive opinion about this post like „It‟s creative! I think this
post is meaningful for Korean‟. However others commented „The barnd name,
SK Telecom, is English. It quite ridiculous‟ or „And people who want to apply
for SK Telecom need not Korean test score, but TOEIC or TOEIC speking
score‟. Plus, some people including myself cannot understatnd the purpose of
this posting.

8. 3. Analysis of Two Competitors’ Social Media Page
 KT
◆ Overall observation
-
The number of people who is mentioning KT: 18,539
-
Total “Like”: 523,848
-
The hottest weak: 20th January 2013
-
Age range of customers who visit most: 18-24

9. ◆ Analysis of postings
-
Frequency of the message: 3~4 postings a day
-
Language/tone they use: Korean/less formal tone with emoticons
-
The types of postings; information, TVCF, event with gift, their promotional
event
-
Formats they use:half text+video, and half for text+photo
- Feedback: no feedback at all
◆The best and the worst effective content
- The best effective content; New opened TVCF video clip on 7th July, 2013 got
5,061 “Like” and 614 comments.
- The worst effective content;Video about visiting event promoting twice faster
LTE service. This event was planned to give people 2 pears which is pronounced
as same as twice(두배). This video clip includes event process and reaction of
people who got 2 pears. The post was uploaded on 11th July, 2013 and got 74
“Like” and 3 comments.
◆ Bad example
During observing KT‟s Facebook, I could found this comment on several
posts. I cannot figure out this complaint is real or not, however this made
customer or people consider KT as unreliable company. Facebook is easily
accessible tool for everybody so this kind of comments can be delivered so

10. fast. Therefore KT‟s social network managers have to handle this in proper
way.
 LG U+
◆ Overall observation
-
The number of people who is mentioning LG U+: 7,467
-
Total “Like”: 162,997
-
The hottest weak: 21st
-
Age range of customers who visit most: 18-34
July 2013
◆ Analysis of postings
-
Frequency of the message: 1~2 postings a day
-
Language/tone they use: Korean/less formal tone
-
The types of postings; Information, event with gift, CF only for Facebook,
their promotional event
-
Formats they use: half text+video, and half for text+photo
- Feedback: no feedback at all

11. ◆The best and the worst effective content
- The best effective content; Gift event posted on 30th September, 2013 got 6,405
“Like” and 1677 comment. This figure is quite a lot compared to other postings of
LG U+. The reason why this post got these so many “Like” and comments is
mega gift; Canon EOS 100K full kit. Usually, gift for Facebook event is small
things such as chocolate bar andbeverage.
- The worst effectivecontent;This washing hands campaign posted on 11th July,
2013 got 47 “Like” and 1 comment. I guess the reason why this post got the
lowest interests from people is no relevance between company and contents and
the content is not creative at all.

12. 4. SWOT & Insights
 Similarities and difference among SK Telecom, KT and LG U+
The reason why I chose telecommunicationcompany for analyzing their Facebook
marketing was I thought they have creative idea and a sense of leadership because
they are communication and internet company based on innovative leading
technology. However after I finish observation, the result is so depressing. Those
three companies are uploading same types of posts and I couldn‟t find any
difference or company‟s own traits on the Facebook. The only I could find
difference was just format of post; picture+text or video clip+text.
 SWOT analysis
-
Strength; The largest number of people having interest in SK Telecom page
based on the highest market share, idol TVCF model(Their secret video clip
or photo), good feedback to complaints
-
Weakness; Trite contents, no their own traits, no interaction with consumers
except complains, formal tone
-
Opportunity; Growth of Facebook marketing, cost free for marketing
-
Threat;Other company‟s creative Facebook marketing, higher stimulation
level of consumer by being familiar to Facebook marketing
 Conclusion; Insights
Most of people are attracted by event with gift however, it is not including
financial support event such as TworldDirect. I means if there is no time bound or
cannot get gift in short time, their participation rate is going to low. Plus, the
value of gift has great influence on participation rate. Also, people are interested
in TVCF and behind story such as NG cuts or making films. By watching
backstage story, consumers feel a sense of familiaritywith company and get their
favorite stars‟newest stories and picture. On the other hand, customers have low
interests in just informational post and last event. They prefer upcoming events
not previous one. And commonly meaningful post such as Hangeul Proclamation
Day post are quite popular comapred to other posts, even they not be chosen as
one of the best effective contents. Weak points of 3 companies are lack of
interaction with consumers and same types of contents.

13. 5. Recommendation
 Using consumers’ stories
There are some touching stories and funny comments from consumers on SK
Telcom‟s Facebook. However, SK Telecom just watches and leaves them. I
suggest share these stories from customers after get permission. It can make
deeper relationship with writer consumers and other people feel more a sense of
intimacy compared to contents from marketer.
Example)
Chilly whether came. Even cold outside, our mind is warm. Please share your
memorable warm stories with cell phone or text msg.
Re; I live alone in Seoul now because of my university. Few days ago, I broke up
with my boy-friend.I was so vulnerable and felt loneliness a lot but there is no
parents with me at that time. One day, just before I fell asleep with tear I got msg
from my father. He said life is made of meeting and saying goodbye, so this
breaking up means another start.
Re;Re; Thank you for sharing your story. I am manager of SK Telecom SNS
department. Can I share your story with another customer?
 Meaningful events with prompt benfit
Consumers tend to be attracted meaningful events and gifts a lot. ThereforeI
combine these two factors into one for making synergy.
Example)
Do you think SK Telecom is just telecommunication service company? The
answer is “NO”. We have diverse business field including production of health

14. care device and system. Please share this post and press “Like”. 10”Like” and 1
“share”are going to be one health device for Africa children. And after 1 month,
we will choose 5 people among who share and like this post, and special gift will
be given to them.
 Using informal language and easy tone
Now SK Telecome is using formal words and polite tone on Facebook. If the most
reachable cutomer‟s age range is comparely high(40-50), staying in this
communicating style is the best way. However, accodring to analysis from
facebook, most of customers visiting SK Telecom‟s page is 18-24. Therefore
some posts with easy tone and informal words can be accpeted and make fun.
Example) please understand using Korean for expressing details.
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