1. Sookmyung Women’s University
Dept. of PR & AD
Facebook Fanpage Analysis Project
Prospecs – Walk Better
Presenter: Thuy Dung Nguyen 1331022

2. PROSPECS
Facebook Analysis Agenda
1. Introduction of Prospecs and Products
2. Analysis of Prospecs Facebook Fanpage
3. Analysis of Prospecs’ Competitors
4. SWOT & Insights
5. Recommendations

3. 1. Introduction
PROSPECS
“Walk better”
• Prospecs, founded in 1981, is a South Korean athletic
shoe manufacturer, which currently produces footwear
and clothing for walking and running. Its headquarters are
located in Seoul, Korea. Original brand was PRO-SPECS.
• It is one of brands in 'LS Networks'.

4. 1. Introduction
PROSPECS
“Walk better”
• With the concept of using advanced technology to make shoes
that provide superior stability and comfort for walking,
Prospecs has stepped into the gap in the athletic shoe market
that other big brands like Nike and Adidas did not pay
attention to: making shoes most suited for walking. Currently,
Prospecs is manufacturing three types of model: Walking
,
Running
, Adventure
• Prospecs won the About.com Award for best walking shoe in
2013.
• It has been expanding its brand to the USA since 2011 with its
walking
models.

5. 1. Introduction
PROSPECS
FACEBOOK FAN PAGE
• Prospecs uses two Facebook
Fanpages, Korean version for the
Korean market, and English
version targeting the US market.
The brand has not launched the
International Fan page yet.
• Considering that the English
Fanpage may be conducive to the
promotion of Prospecs brand
internationally, the analysis and
recommendations for the English
Fanpage would be presented.
• Prospecs
was
created
on
December 2012 with currently
4,993 Likes
www.ProspecsUSA.com
4993 Likes

6. 2. Fan page Analysis
PROSPECS
FACEBOOK FAN PAGE
A. OVERVIEW
- Visual Design: Not very
impressive
- Format:
+ Quite friendly (Allow
followers to post their reviews
on the Fan page)
+ Post format: usually
Text+Picture/Video/Links/Has
htags
Review PROSPECS
Recent posts by Others on PROSPECS

7. 2. Fan page Analysis
PROSPECS
FACEBOOK FAN PAGE
A. OVERVIEW
- Language tone: friendly,
informal, but monotonous
- Feedback: they provide
feedback to customers
frequently, in about 1-3
days.
Overall experience:
CASUAL, FRIENDLY
NOT POPULAR
with few likes and comments
Feedback to the customer

8. 2. Fan page Analysis
PROSPECS
FACEBOOK FAN PAGE
B. Frequency-based Analysis
• In general, it can be
seen from the chart
that the number of
posts
fluctuates
and
shows
a
downward trend.
• In fact, there is no
pattern like the
number of update
times
per
day/week/month
found
in
the
Prospecs Fan page.
In some days, they
upolad 3-4 posts,
whereas in other
days there are no
posts.
Number of posts per month till October 2013
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct

9. 2. Fan page Analysis
PROSPECS
FACEBOOK FAN PAGE
C. Content-based Analysis
1. Most effective content (Based on Likes/Comments)
Why did this post receive likes of
followers more than others?
Maybe it is due to the fact that
this post disclosed the Backstage
information (picture of friendly
and hardworking Prospecs team)
which helped followers to get a
personal perspective on Prospecs.
PROSPECS
team

10. 2. Fan page Analysis
PROSPECS
FACEBOOK FAN PAGE
C. Content-based Analysis
2. Least effective content (Based on Likes/Comments)
Why did this post receive no Likes or
Comments? !!!
It seems that nobody cares about a
Grand Opening of a Store that has a
lot of Prospecs shoes. People usually
expect some promotional information
in this event. Actually, the Sale
information does exist in the link (if
people click); however, maybe no one
clicks that link.
It would be a better post if it was
presented
with
Promotional
Information with a more attractive
picture (the Store image itself, e.g.)
No Likes/ Comments

11. 2. Fan page Analysis
PROSPECS
FACEBOOK FAN PAGE
C. Content-based Analysis
3. Some other good examples
The good: Both of the posts include
informative content for communal
relationship between the brand and
customers.
But

12. 2. Fan page Analysis
PROSPECS
FACEBOOK FAN PAGE
C. Content-based Analysis
3. Some other good examples
The good: It is good to give some
backstage information for the open
relationship with customers.
Things to improve: The picture itself
does not look good enough. Also, ‘we’
should be used instead of ‘I’ as ‘I’ is
too personal.
I have

13. 2. Fan page Analysis
PROSPECS
FACEBOOK FAN PAGE
C. Content-based Analysis
4. Some other bad examples
The bad: This is the post to call for the
vote from followers. However, people
usually do not vote for nothing.
Maybe due to that, this post could not
obtain a lot of likes and comments.
Things to improve:
It would be better if Prospecs presents
customers with some benefits or some
reasons to vote.

14. 2. Fan page Analysis
PROSPECS
FACEBOOK FAN PAGE
C. Content-based Analysis
4. Some other bad examples
The bad: The picture is not of good
quality, and the content is not
presented in an interesting way. It may
give fans the feeling of boredom.
Things to improve: First, it is
suggested that another picture should
be chosen. Then, the Model name of
the shoes in the picture should be
provided. For example: # Prospecs
W403. Also, the post content should
be considered to be more interesting.

15. 2. Fan page Analysis
PROSPECS
FACEBOOK FAN PAGE
C. Content-based Analysis
4. Some other bad examples
July 19
The bad: It can be seen that the
content of two posts are nearly 100%
the same, which creates a feeling of
boredom to customers.
Things to improve: Prospecs should
avoid repetitive content.
July 2

16. 2. Fan page Analysis
PROSPECS
FACEBOOK FAN PAGE
C. Content-based Analysis
4. Some other bad examples
The bad: This review of customers
receive quite many likes (compared to
other ones), however, Prospecs has
not given any comments on this
reviews.
Things to improve: It is advisable to
comment on customer reviews timely.
September 15

17. 2. Fan page Analysis
PROSPECS
FACEBOOK FAN PAGE
C. Content-based Analysis
4. Posts categorized by 5 criteria
• Personal: posts that are made by
Prospecs including back-stage, frontstage information
• Informative: posts that are made for
communal relationship with customers
• Promotional: posts that include
advertising content about Prospecs
company and products
• Exchange: posts that are made for
exchange relationship with customers
(coupons, sales, offers, etc.)
• Interactive: posts that require
customers to respond
60
50
40
30
20
10
0
The graph (2013 posts) shows that there are too few Exchange, Interactive,
Informative posts compared with Promotional posts

18. FACEBOOK FAN PAGE
3. Competitors
A. Overview
• Nike is a big American multinational
corporation that engages in the design,
development
and
worldwide
marketing of footwear, and other
products , founded in 1964.
• There are some Nike Facebook Fan
pages. The official Fan page site is
chosen to analyze.
• Nike Fan page has 15,605,863 Likes
• The design, and format: delivers a
professional feeling to customers
• Language tone: informal
• Post format: usually Text + photo, the
sentences in posts are short, using
verbs, and words that seem to force
people to do something.
15,605,863 Likes
Review

19. A. Overview
3. Competitors
•
•
•
•
•
•
•
•
FACEBOOK FAN PAGE
Nike is a big American multinational
corporation that engages in the design,
development and worldwide marketing of
footwear, and other products , founded in
1964.
There are some Nike Facebook Fan pages.
The official Fan page site is chosen to
analyze.
Nike Fan page has 15,605,863 Likes
The design, and format: delivers a
professional feeling to customers
Language tone: informal
Post format: usually Text + photo/Video, the
sentences in posts are short, using verbs,
and words that seem to force people to do
something.
Quality of pictures in posts: high quality,
which gives a great impression on
customers
They change the cover photo sometimes to
refresh the page
15,605,863 Likes
Review

20. 3. Competitors
A. Overview
FACEBOOK FAN PAGE
• Nike does not update posts very
frequently, usually 2-10 posts/ month
• However, each post receives a lot of
Likes, Comments, and Shares.
For example =>
Don’t be part of the history books.
Write them.
Learn everything but the trophy.
2000 Likes, 214
Comments, 195
shares

21. 3. Competitors
FACEBOOK FAN PAGE
B. Good examples
Informative:
This post is really a good example of informative content which is useful with visual
explanation and smart way of including the brand slogan ‘Just do it’ in the post
content and using the hastag.
If you can master the move, master the
workout. 20 minutes. Now 60 minutes.
Add weights. Teach the class. #Justdoit
If you can get up at 7, get up at 6:30,
5:30, 5. Train while they sleep. #Justdoit

22. A. Overview
3. Competitors
•
•
•
•
•
•
•
•
•
FACEBOOK FAN PAGE
Adidas is a big German multinational
corporation that engages in the design,
development and worldwide marketing of
footwear, and other products , founded in
1948.
There are some Adidas Facebook Fan pages.
The official Fan page site is chosen to
analyze.
Adidas Fan page has 14,913,981 Likes
The design, and format: delivers a
professional feeling to customers
Language tone: informal
Post format: usually Text + photo/Video, the
length of sentences in posts are various.
Quality of pictures in posts: high quality,
which gives a great impression on
customers
Adidas does not update posts very
frequently, usually 2-5 posts/ month
However, each post receives a lot of Likes,
Comments, and Shares. (but less than Nike
14,913,981 Likes

23. FACEBOOK FAN PAGE
B. Some good examples
3. Competitors
Promotional
The picture is clear and impressive. They also use tag ‘With’ to engage more customers.
2065 Likes, 79
Comments, 258 shares

24. FACEBOOK FAN PAGE
B. Some good examples
3. Competitors
Promotional
With format text + video, this post received a lot of Likes, comments, and shares

25. FACEBOOK FAN PAGE
B. Some good examples
3. Competitors
Interactive
This post is a good example of advertising which requires customers to respond.

26. 4. SWOT& Insights
FACEBOOK FAN PAGE
A. Similarities & Differences
• Similarities:
- Adidas and Prospecs have a common point that both use a friendly
language tone while Nike is a little different with its own marked
individuality.
- Three brands do not update their Fan Page frequently, and do not provide
promotional information regularly.
• Differences
- The design and visual posts of Adidas and Nike are much better than
those of Prospecs.
- Both Nike and Adidas use multimedia posts more often and more
effectively than Prospecs. Prospecs has only one post with video
- Considering the number of Likes, Comments or Shares, Prospecs currently
has nothing to compare with two big brands like Nike and Adidas.
- Both Adidas and Nike sometimes change their cover photo to refresh the
fan page while Prospecs has not ever changed the cover photo yet.

27. 4. SWOT& Insights
FACEBOOK FAN PAGE
B. SWOT Analysis
• Strength: In general, Prospecs created a new product line (Walking shoes)
that Nike and Adidas do not have. It can be considered as a brand
distinction of Prospecs.
• Weakness: The design of the Prospecs Fan page is not impressive
compared to that of Nike and Adidas. The number of Likes, Comments and
Shares is much less than the two competitors.
• Opportunity: With new product lines, and friendly page, if Prospecs pay
more attention to the content of posts, the brand may grow more in the
future.
• Threat: If Prospecs does not try to improve the state of the Fan page right
now, it may lag behind Nike and Adidas and can never become the
‘competitor’ of two big brand.

28. PROSPECS
FACEBOOK FAN PAGE
5.Recommendations
A. OVERALL RECOMMENDATIONS
• Update the Fan page more regularly (but not too often like one day one or
more post as customers are likely to ‘Unlike’ the page for being disturbed)
to increase the possibility of people seeing posts, especially on Wednesday
3pm, when Facebook users are usually most active (according to some
researches). It is advisable to change the cover photo for a refresh
• Sometimes, encourage people to click Likes. When being encouraged, they
are more likely to click like. For example, saying “Click like if…” followed by a
statement works well. By doing so, the reach of message and the page
impressions can be improved.
• Respond to every post by others on the Fan page as soon as possible. As
fans usually like to be answered quickly; and by doing that, Prospecs can
prove their good service and give a good impression on customers.

29. PROSPECS
FACEBOOK FAN PAGE
5.Recommendations
A. OVERALL RECOMMENDATIONS
• Respond to every post by others on the Fan page as soon as possible.
• Try to get more followers by various ways: provide Sales, coupons to people
who Like and Share the Fan page; include the link of Fanpage on the Fan
page front side/e-mails so as for people to easily share that link to others,
promote the Fan page offline to customers who visit the stores (let them
know that they will receive benefits, offers from being a follower of the Fan
page), sometimes tag people to get more attention
• Post text that is short, straight to the point, various, interesting with highquality pictures.
• Post more interactive, exchange, and informative posts for getting more
engagement from customers.

30. PROSPECS
FACEBOOK FAN PAGE
B. SPECIFIC SUGGESTIONS – Content is the ‘King’
• Interactive content:
1. What types of clothes do you usually wear with shoes/Prospecs shoes? Share your
pictures, best pictures will get the Sales.
2. Some quizzes (this quizzes can be information about products to integrate with
promotional content or about fun general knowledge)
5.Recommendations
• Personal content:
Backstage
1. Friendly pictures of Employees, parties, ways of service, etc.
2. Process of making shoes (video)
Frontstage
1. Pictures/Videos of Prospecs stores (high-quality, impressive)

31. PROSPECS
FACEBOOK FAN PAGE
B. SPECIFIC SUGGESTIONS – Content is the ‘King’
5.Recommendations
• Informative content: ‘pure’ communal relationship with customers
# No advertising, promotional content should be included in this type of post.
# The posts should include content relevant to the shoes industry, the more
interesting or /and useful the better
Some suggestions:
1. How to keep your shoes in good condition
2. How to choose shoes that suit with each situation
3. How to be fashionable with walking shoes
4. How to walk in the right way to keep your feet healthy
• Promotional content: be fun and interesting
1. Some associations about the Prospecs shoes (For eg: Prospecs shoes – healthy
‘bread’: soft, light and good for health)
2. More multimedia content like Interesting Promotional Video, links on posts

32. PROSPECS
FACEBOOK FAN PAGE
5.Recommendations
B. SPECIFIC SUGGESTIONS – Content is the ‘King’
• Exchange content:
1. Sales, Coupons on Special Days:
Valentine’s Day, Thanksgiving’s Day,..
For people who like the content, and
share with other people:
Each person captures the screen after
they ‘Like’ the Content. The number at
that time would be used as a type of
‘Lottery’. There are 5 lucky persons who
would be drawn to become the winners
and receive 50% sale for any Prospecs
products.

33. PROSPECS
FACEBOOK FAN PAGE
5.Recommendations
B. SPECIFIC SUGGESTIONS – Content is the ‘King’
• Exchange content:
2. Contests:
Contests sometimes should be held to raise the engagement of
customers to the Fan Page and the brand.
- Prospecs Fan Page Design Contest:
The design of the winner would be used for the current Fan Page.
- Best Prospecs product review contest:
A free product will be delivered to the best review of customer
- Your unique associations (it is encouraged to attach the image):
Prospecs shoes with……..?
The best and most interesting associations would be chosen to
give sale coupons (About 5)
- Photo contest: Prospecs with U
Customers will upload a picture of themselves wearing Prospecs
shoes on the Fan Page. The most creative pictures will be chosen
to give prizes.

34. Facebook Fanpage Analysis Project
Prospecs – Walk Better
The end