This document provides an analysis of K2's Facebook brand page and recommendations for improving its content strategy. It begins with an overview of K2 as an outdoor brand in Korea and analyzes the Facebook pages of K2 and its competitors The North Face and Black Yak. Key insights are that K2's page lacks interactive content and unique stories compared to competitors. Recommendations include creating a three-part series telling the unique story of K2's MAJORAM goose down jacket in a way that incorporates personal, informative and interactive content. The goal is to engage fans and spread brand awareness more effectively on Facebook.

1. K2
Facebook contents analysis
and Recommendation
EUNHA Park
Sookmyung Women’s University
impeh@naver.com

2. Index
1. About K2
- K2_Brand History
- K2_Brand Products
- Outdoor market in Korea analysis
- K2_Marketing strategy
- K2_SNS Marketing
- K2_FACEBOOK brand page analysis
2. Competitors
- The North Face_FACEBOOK brand page analysis
- Black Yak_ FACEBOOK brand page analysis
3. Recommendation for K2
- SWOT analysis & Insights
- Recommend FACEBOOK page contents for K2

3. K2_Brand history
1. Brand Name Background
K2 is the second-highest mountain on Earth, after Mount Everest. It is located on
the border between northern Pakistan and Xinjiang, China. K2 is known as the
Savage Mountain due to the extreme difficulty of ascent.
2. Brand History
- 1972: K2 was founded as a outdoor footwear company.
Korean first outdoor footwear, LOVA, was invented.
- 1995: K2 started to produce outdoor wear
- 1999: K2 became the total outdoor brand
- 2010: K2 reached annual sales of 50 billion won

4. K2_Brand Products
- K2 is a total outdoor brand
- K2 categorize the products in five sections, which are menswear, womenswear,
footwear, mountain-climbing equipment, junior, and camping
- K2 has a special technology in making hiking boots with Gore-tex

5. Outdoor Market in Korea Analysis
1. Korea’s outdoor sportswear market
ranked in 2nd place all over the world at 6
trillion won, following the U.S. The market
grew significantly last year, despite
economic downturn.
2. There are more than 200 outdoor
brands in Korea, but Top 5 brands take up
more than 60% of the market. The five
brands are the North Face, Kolon Sport,
K2, Black Yak and Columbia.
3. With the constant growth in outdoor
market in Korea, international premium
outdoor brands, such as Montura from Italy
and Mammut from switzerland launched
their stores in Korea 2013. Not just an
outdoor brand but a fashion brands in
Korea keep launching their outdoor
sportswear brand. For example, Beanpole

6. Outdoor Market in Korea Analysis
4. Korean Outdoor brands are shifting
their attention overseas, especially to
China, because they expect outdoor
market in Korea will reach saturation in
near future.
6. With the growing competition, outdoor
sportswear brands have been marketing
their products aggressively, spending a lot
of money in advertising. They cast Korean
top celebrities to appeal to customers,
especially young generation.
7. Outdoor brand boom is continuing in
the city life. People enjoy their leisure
time at special restaurants such as
‘Outdoor Kitchen’, located next to
Chunggae-chun in Seoul, Korea. People
enjoy BBQ party at the restaurant like
camping in campsite. Camping & Music
festivals and Glamping, which means
glamourous camping became a new
cultural wave in Korea..

7. K2_Marketing Strategy
- K2‘s Campaign slogan is “You only live Once”.
The campaign reminds people that our life is
short, so if you hesitate to experience new
things, there will be no chance forever. K2
made three TVCF following this concept in
2013.
- K2‘s model Hyun-Bin(현빈) is one of the top
actors in Korea. He is well-known and loved by
all generation.
- K2 has consumer Marketers called ‘K2 Family
Blogger’
- K2 supports ‘Orange Volunteers’ for teaching
young students for CSR campaign.

8. K2_SNS Marketing
K2 has 4 Social Media platforms
- K2 Official Site: has contents related to brand history,
products, catalogs and also is linked to the online shop.
- K2 Twitter: communicates with their fans, and usually posts
one update in a day with a link to other channel’s contents.
- K2 Facebook brand page: shows company overview. They
have product images, TVCF, events, information etc. Some
postings include links which is connected to other K2
channels.
- K2 Youtube Channel: has many videos including official
TVCF, making film, K2 fashion show video, and camping
documentaries directed by K2.

9. K2_Facebook Brand Page Analysis
- K2 started brand’s facebook brand page in December, 8th 2010. They usually posts
once in a day on weekdays, and no updates on weekends. About 30,000 fans
subscribe K2’s facebook page.
- Every facebook users can post their own idea or comments on K2’s timeline and
others can see that postings by clicking “recent posts by others on K2 outdoor”. It is
opened. People ask questions about K2 products, leave a picture of their K2
products, and some people asks how to get sponsored by K2. K2 interacts with their
fans by writing comments.
- Overall Contents Analysis (postings between July 1st, 2013 to October 15th, 2013)
1) Personal : 35 postings
2) Informative : 11 postings
3) Interactive : 0 postings
4) Promotional : 7 postings

10. K2_Facebook Brand Page Analysis
1. Personal contents : 35 postings
- Introducing K2‘s new product
- K2’s Commercials (TVCF, poster shooting images, )
- K2’s CSR event photos

11. K2_Facebook Brand Page Analysis
2. Informative contents : 11 postings
- Travel guides
- News related to outdoor activities
- Introducing new Camp-site in Korea
- Health care Tip

12. K2_Facebook Brand Page Analysis
3. Interactive: 0 postings
There is no interactive posting for recent 3 months. One example was posted on
June 21st, 2013. The contents was asking fans about their ‘Dream Camping’. K2
suggested 3 options. They earned 158 Likes and 51 comments.
Personal postings usually get 0 to 10 comments. Interactive postings such as asking
a simple question is effective way to get comments even though there is no gift.

13. K2_Facebook Brand Page Analysis
4. Promotional contents: 7 postings
- Fans recommend their idea about the topic by writing comments.
- Quiz events
- Sharing events

14. K2_The Best Contents
1. “[6th event] Share the posting and get a light outdoor jacket, Stealth2”
- The GOOD: The event was simple. Sharing the posting in 4hour was all. K2‘s Outdoor
sportswear is expensive. The gift was a good motivation for people to participate in the
event. Not only this event, other promotional events get a lot of likes and comments
compared to other postings.

15. K2_The Best contents
I can’t help clicking like button after watching this!
oh, I am one of the 20000 fans :)
2. “Congratulations! K2 fan number has reached 20000!!”
The Good: It is a kind of ‘Behind the Scene’ contents. The video runs only for 6
seconds. K2’s model Hyun-bin says, “Click like button to show your good sense.”
with a cute hand gesture. People like this very personal video because they feel
intimacy with the model and the brand.

16. K2_The Best contents
3. “K2 went camping to Daema-island in Japan!”
The Good: K2 gave a notice a week ago for their camping plan to Daema-island with
a photo. Daema-island is familiar name to korean, but many people have no idea
whether the island is a good place for camping. K2 released a photo of Daema-island
to make people interested and then uploaded the main posting after a week.

17. K2_ Weak Contents
No comments and shares at all!
1. “ You can get mileage if you check-in everyday on K2’s homepage!”
The Bad: Most promotional contents were successful in terms of the number of likes
and comments. However, promotional events are not always what fans want. I think
this event failed because people prefer events which is done at once. Maybe the
mileage point was not enough for people to engage the event.

18. K2_ Weak Contents
2. “K2’s new TVCF for walking
shoes, flywalk, is released!”
The Bad: The Facebook page was
not the initial channel released
this TVCF. It cannot be the news,
but became an obvious
advertising.

19. K2_ BTS Contents
- What is ‘BTS(Behind-The-Scenes)Contents?’
BTS(Behind-The-Scenes) Contents is a brand-generated contents which shows
brand’s behind stories. To make a stronger relationship between the brand and
consumer, companies share their TVCF making-film, backstage photos of fashion
show and etc.
- K2 shared their BTS
contents on Facebook.
-They shared their own story
that “K2 equipment team had
a camping day to test the
new products for 2014.”

20. K2_Competitor, The North Face
Facebook Analysis
- The North Face started their facebook fanpage on 24th January, 2011. They
updates one or two contents on weekdays, and no updates on weekends. About
38,000 fans subscribe the page.
- Overall Contents Analysis (postings between July 1st, 2013 to October 15th, 2013)
1. Personal : 63 postings
2. Informative : 11 postings
3. Interactive : 2 postings
4. Promotional : 5 postings

21. K2_Competitor, The North Face
Facebook Analysis
- About 70% of the postings are personal contents.
- Personal contents use professional photo shoots and write down little message.
- Postings which has more than 5 sentences have a short title.
- The messages keep warm and friendly tone.
- Using Hashtags (#____ ) to categorize their products

22. K2_Competitor, Black Yak
Facebook Analysis
- Black Yak started brand’s facebook fanpage in March 9th, 2011. They usually posts
once in a day on weekdays, and no updates on weekends. About 61,000 fans
subscribe Black Yak’s page.
- Overall Contents Analysis (postings between July 1st, 2013 to October 15th, 2013)
1. Personal : 4 postings
2. Informative : 5 postings
3. Interactive : 13 postings
4. Promotional : 11 postings

23. K2_Competitor, Black Yak
Facebook Analysis
- Focusing on ‘Interactive contents’. They have the greatest number of comments
among three companies (K2, The North Face, Black Yak).
- ‘Interactive contents’ are usually simple questions or quizzes, and most of them
are not related to their brand or outdoor sports.
- Using same format in every postings. (Red square + Logo on the left)

24. K2_Competitor, Black Yak’s
best contents
“Which is your hiking style?”
The Good: After asking a question, they explain the terms briefly. People enjoy
answering the question with learning the new term related to their hiking style. It is
a good example of hybrid contents which is informative and interactive at the same
time.

25. K2_SWOT Analysis
S
- K2 already started to post BTS
(behind-the-scenes) contents
- K2 has 4 SNS channels
W
- have less number of fans, comments and likes
compared to two competitors
- There was no interactive contents for recent
three months
- There is no unique contents for K2
O
T
- New outdoor brands try to make their facebook
- Young generations, the most active users of
page
facebook, has become more interested in outdoor
sportswear recently.
-There are too many company fan pages on
facebook.
- Outdoor sportswear has become a daily look

26. K2_Insights
what insights did I get?
How can K2 improve their contents?
- People like entertaining contents.
- People like to learn small knowledge related to outdoor events.
- Posts a preview contents before the main contents is effective.
- Promotional contents such as events don’t work all the time.
- Hybrid contents, which has more than two characteristics among personal,
informative, interactive, promotional is much effective than simple contents.
- K2 needs their own story-based contents which can be distinguishable from its
competitors’ contents.

27. K2_Recommendation for
Facebook Contents
Guidelines for contents recommending
- MAJORAM, a Goose-down Jacket,
is K2’s main item in 2013 winter season
- Tell a unique Story of MAJORAM (BTS contents)
- Make three series contents
- Each contents to be ‘Hybrid contents’

28. K2_Recommendation for
Facebook Contents
1. “Where these goose-down from?”
- This posting is a preview for upcoming
posting. The main purpose is to create
people’s interest.
- By asking a question, “ which part of the
goose body have the largest amount of
features?”, we can expect comments
about their idea.
- This posting can give people a small idea
that MAJORAM is made by goose down
from france.
- This contents is ‘interactive’ ,
‘informative’ and also ‘personal’.

29. K2_Recommendation for
Facebook Contents
2. “MAJORAM’s journey to his
homeland, France!”
- This video is a BTS(Behind the Scene)
contents how MAJORAM goose-down
jacket was started.
- By sharing K2’s personal video, fans
will be feel much intimacy and also can
build a strong bond with the product.
- The video can be a travel guide to
some people. So, this contents is
‘informative’, and ‘personal’ at the
same time.

30. K2_Recommendation for
Facebook Contents
3. “[Event] Flying GOOSE!”
- Promotional contents is the most
effective way to get likes, and
comments. It means this contents
can reach to many audience.
- By having an event, we can attract
many people, not only our fans but
also other people who are not
interested in K2.
- This is the last contents of the
MAJORAM series, so if this reach to
many audience they will be
interested to previous two series.
- This contents is ‘promotional’,
‘interactive’ and ‘personal at the
same time.