face book contents analysis of Prain Movie as a workout

2. 1. Introduction
2. Analysis of client’s social media
3. Analysis of competitor’s social media
4. SWOT&INSIGHT
5. Recommendation for your clients

3. 1. introduction
[PRAIN MOVIE] is one of movie distributing agency in Korea,
starting from distributing ‘50/50(2011)’ to ‘Blue jasmine(2013)’. And there are
two more movies which will be released up to the last month of this year. They
called themselves to ‘One Stop Solution’ rather than just ‘distributing agency’.
That’s because they cope with importation, investment, marketing of a movie
as well as distribution.

4. 1. introduction
In cinema audiences’s side, it is naturally believed that the decision as like ‘which
movie do I watch’ depends on their own taste. Preference for certain actor or
director seems like the most important thing to their movie choice. Actually,
when it comes to most of items from cultural industry, the power of one’s taste
is considered more powerful than some organization’s promotion.
But, the face book marketing from [PRAIN MOVIE] shows how effectively the
external force influence to one spectator’s mind. Even though, they started to
use this tool just 2 years ago.

5. 2. Analysis of client’s social media
_ Cover story
They have a aesthetically designed coverstory. When you access someone’s face book
through PC, coverstory have a majority portion of whole screen. Even though it’s not based
on your rational judgement, the feeling that you can get from coverstory is important. Also,
through mobile, that is the only image that you can see at first. Both picture of some
performing actors and brand name are shows exactly the identification of them.

6. 2. Analysis of client’s social media
_ Communication tone
Posts are written in a conversational style. Using of emoticon is moderate as well. Second,
Posts are honest and have openness. They said, ‘Even though many people watched our
movie already,’ rather than ‘if you still not watched our movie,’ It seems like that there are
no oppression about attracting more and more audiences. Lastly, Posts keep deductive
structure. The object of each posts is suggested less than three lines.

7. 2. Analysis of client’s social media
_ Photo
There is the only one post which not contains
any photos, videos, links during previous a month.
(posted at Sep 29, the announcement of event)
But, they usually focus on photos as a multimedia
sources. Even when some article is linked, the
screenshot from that article or the main site
is posted too.

8. 2. Analysis of client’s social media
_ Mentioned about
Posts are regularly updated 1 or 2 posts per day. They are try to continuously
communication with their fans but not to bother them. With talking about the only movie
<Blue Jasmine> in a month, sometimes they introduce the next coming movie lightly. It’s
effective strategy to make immersive setting for just one movie.
_ Cover story
_ Communication tone
_ Photo
_ Mentioned about
So far, we are dealing with
general merits of client’s facebook.

9. 2. Analysis of client’s social media
_ like & posts
Like: 1717
The number of postings: 25
_ popular/unpopular posts
(date/like/reply/share: numbers)
9/15 17, 1, X
9/15 23, 2, x
9/16 12, 1, X
9/17 17, 4,X
9/17 26, X, X
9/19 22, X, 1
9/20 20, X, X
9/24 15, X, X
9/22 8, X, X (unpopular)
9/24 9, X, 2
9/24 27, 3, 1
9/26 34, 3, X (LIKE 2nd ranked)
9/26 19, X, 3 (SHARE 1st ranked)
9/29 9, 3, X
9/30 12, X, 1
10/1 37, 1, X (LIKE 1st ranked)
10/4 7, 1, X (unpopular)
10/6 7, 1, X (unpopular)
10/6 8, 1, X (unpopular)
10/7 34, 5, 1 (REPLY 1st ranked + LIKE 2nd ranked)
10/8 10, X, X
10/9 11, X, X
10/10 20, 1, X
10/14 20, 2, 1
10/10 29, 1, X (LIKE 3rd ranked)

10. 2. Analysis of client’s social media
+best posts
/ promotion about 2 of upcoming movies
in next Nov with a movie that just released.
It’s kind of fresh event: 2+1 event.
/ Through Analog way (as like collecting
three tickets), make and suggest a new
type of practice, and improve the value of
tickets which might be just useless paper.

11. 2. Analysis of client’s social media
+best posts
/ Two times in Sep 17, one times in
Sep 18, 20, Schedules about movie
preview show(so-called ‘the preview
of Theraphy’) are regularly updated.
At that time, those was not opened
at the same time depended on regions,
there are a few
requests about
schedules and
they responsed
quickly.

12. 2. Analysis of client’s social media
+best posts
/ By sharing two professional writer’s critic (Chio’s at Oct 10, Lee’s at Sep 26),
try to prove their work’s value. Also, scraped photos shows that the writer used
agency’s gift directly, it’s kind of review
as well. It’s attractive things with good
mode and posture.

13. 2. Analysis of client’s social media
+worst posts.
/ Adding some response toward recent issue video by brand account is able
to interrupt fan’s newsfeed. Even it mentioned
as like ‚we will cover some story about video
someday‛, it seems like there is no connection
to brand’s consistency over all the posts.

14. 2. Analysis of client’s social media
+worst posts.
/ It suggest some information about
upcoming movie. In a glance, it looks like
well organized writing. However, poster
disclosure, behind story of making poster,
and recommendation statement, those are
too much material. Concentrate can be
difficult.

15. 2. Analysis of client’s social media
+worst posts.
/ ‘Pure Arena’ is one of their subsidiary, restaurant. It’s about special dished
that featured in the movie. In this point, they need to balance of those two
company’s images. Because, this information seems like slightly luxurious.
For audience, it can be a burden to paid surplus thing.

16. 3. Analysis of competitor’s social media
Two competitors are chosen!
One of them is global movie agency which have longer history
background than anyone
: The Walt Disney Studios Korea
The other one of them is Korean movie agency which ranked
high awareness
: CJ entertainment

17. 3. Analysis of competitor’s social media
‘ The Walt Disney Studios Korea ’
_ like & posts
Like: 7663
The number of postings: 12
_ popular/unpopular posts
(date/like/reply/share: numbers)
9/27 105, 38, 2
9/24 235, 42, 26 (2nd ranked like)
9/23 140, 151, 4 (3rd ranked reply)
9/19 155, 193, 20 (2nd ranked reply)
9/19 128, 28, 13
9/18 192, 249, 34
(3rd like) (1st reply) (2nd share)
9/18 254, 50, 43 (1st like) (1st share)
9/17 167, 36, 4
9/16 46, 21, X
9/27 34, 40, 2
9/16 41, 20, 1
9/15 8, 13, X (too low like)
/ Cover story is made by edit version of recent movie poster <Monster university>
/ In profile picture is one of main character out of movie,
and marked ‘just released’ on the bottom.
/ Events were held frequently, and the atmosphere from their fans were
generally enjoyable when they are participate.

18. 3. Analysis of competitor’s social media
+best posts.
/ ‚Do you have any friend like Mike and Sullie?‛
by asking a short question, people not just
answer about that question (‚Yes I have‛, ‚No I
should search like that person seriously‛), but
tagged who proper one to them on their own
initiative.
In the middle of reply, someone tagged with
this ment. ‚out of courtesy, [friend’s name],
‚No, [friend’s name]‛ it’s humorous attendance.

19. 3. Analysis of competitor’s social media
+best posts.

20. 3. Analysis of competitor’s social media
+best posts.
/ The movie’s main strength is attractive
monster characters. After displaying all of
characters on one image, they asked ‚Tagged
your friend who really resembled with one of
this monster‛ In this case, they clearly asked
‚TAG!‛ Therefore, 5-10 person’s name were
tagged at once. It multiplied enjoyment and
involvement about the movie.

21. 3. Analysis of competitor’s social media
+best posts.
/ It’s exactly has a target: mother who
prepared and waited ‘the national holiday
of Korea.’ In that time, mother usually
stuck in doing house chores. Using mom’s
character, they try to deliver the message
(‚cheer up!‛) for intended target.
Clear target.

22. 3. Analysis of competitor’s social media
‘ CJ Entertainment’
_ like & posts
Like: 50897
The number of postings: 47
/ In previous one month, they mentioned total 6 movies.
<Kkang-cheol-i>, <conspier> are most frequently
related contents on posts. Those are 25 times,
and 9 times. It is make sence because both of them
Recently released one or soon it will be.
But, other contents which are covered <Roller coaster>,
<11’o clock>, <spy>, <Snow piercer> were confusing.
/ Also, they filled their blank with very repeatively.
The maximum of posts at a one day were
5 times. It’s considered as a cluster, actually like a banner
that web and mobile user can easily ignored.
/ Notify something for mass public. They used buzzwords
And cuttie words.

23. 10/7 680, 80, 5
9/24 169, 12, 14
107 189, 3, X (10/7=5 TIMES)
9/23 128, 6, X
10/14 162, 5, X
10/5 75, X, X (NOT EVEN A REPLY)
9/18 124, 7, 2
10/14 221, 16, 5
10/5 84, 1, X
9/17 159, 5, 11
10/14 951, 159, 68
10/4 697, 53, 135
9/16 142, 3, 1
10/14 356, 5, 2 (10/14 =4 TIMES)
10/11 616, 485, 545 (1ST RANKED SHARE )
10/11 179, 3, 3
10/4 110, 4, X
10/4 124, 13, 1
10/3 88, 3, 2
10/3 171, 8, 1
10/11 179, 11, 3
10/3 446, 30, 2
10/10 193, 16, X
10/2 71, 25, X (THE LOEWST LIKE)
10/10 541, 5, 11
10/2 131, 4, X
10/10 260, 21, 25
10/2 721, 938, 224 (1ST RANKED REPLY)
10/10 166, 2, 2
10/1 161, 12, X
10/10 94, 3, 2 (10/10=5 TIMES)
10/8 300, 27, 27
10/9 296, 7, X
10/1 41139, 9836, 353 (1ST RANKED LIKE)
9/30 582, 287, 321
9/30 205, 19, 2
9/30 277, 11, 49
10/8 122, 2, X
9/27 369, 14, X
10/8 151, 3, 1
9/27 223, 6, X
10/7 72, 14, 1
9/27 135, 2, 1
10/7 72, 14, 1
9/27 225, 19, 5
10/7 164, 2
9/27 308, 11, 27 (9/27=5 TIMES)
_ popular/unpopular posts
(date/like/reply/share: numbers)

24. 3. Analysis of competitor’s social media
+popular posts.
/ This posts is the most popular one.
There are even no suggestion or
recommendation to ‚Do share‛ or ‚Do like‛,
When Ye-jin Son’s new movie poster
disclosed, over 40,000 people express
‚Like‛ this posts.
Why? Just because, She is pretty woman?

25. 3. Analysis of competitor’s social media
+best posts.
/ This video is just for CJ entertainment’s face book fans. It’s exclusive
targeting video. The upcoming movie’s actor and actress say hello to their
fan. It’s quite basic but proper strategy. Because face book fan would feel
indicated by their stars.

26. 3. Analysis of competitor’s social media
+worst posts.
/ For a teaser video, in the first line,
some word what they choose are
really cliché.
‘shocking’
‘twist’
our teaser
‘the first disclosure’
They can select more rare word to explain
their material to public.

27. 4. SWOT&INSIGHT
S:
They strictly select a target who really knows about the value of watching a movie,
not just mass-audience. It can discovered through their language usage and tone. And
their posts are not repetitive. They no how can organize information orderly.
W:
The number of attendance to event is too low. It means their face book page do
not have powerful power. And feedback to their fans are rare.

28. 4. SWOT&INSIGHT
O: Contemporary cultural people used to be a professional mania to certain brand. It
means they want to see faithfulness what the brand has. They try to measure everything
involved the brand that they interest, and seek visible one.
T: But, movie industry is also profitable industry. So, their face book marketing should
be maximize their brand awareness.

29. 4. SWOT&INSIGHT
+ Similarities: frequently held some events
- Differences: repetitiveness information
++ Insight:
Based on their own strong strength, I realize how important select a target. Their
strategy attractived even me who have been quitely avoid visiting movie theater.
Just because. They continuously talked about ‘individual’s taste’ and ‘our taste’!
‘ take some tea and get out of obsession after watching movie’,
‘not a spoiler but just a conversation about movie’,
‘having your own identification and interact with someone’
Above messages are touching whoever want to talked about ‘taste’

30. 5. Recommendation for your clients
- - - Sample contents #1 - - -
Considering that lower awareness, and
relatively lower response of [Prain movie], they
should be reverse the role of events. General
events’s object is usually those who stayed in
mass and major group. The more have general
demographical factors, the easier get from
lottery. With this events, they would
demonstrate that their consideration for minor
individual.

31. 5. Recommendation for your clients
- - - Sample contents #2 - - -
This will be good a reference that when
studied the reasons people delay to watch
a movie. So far, free ticket is limited who
said ‚I want to rush to this movie!‛ But,
Prain’s philosophy is drawing the other
side people’s story. Encourage them to do
not said ‚I want it!‛