Social Media Analy-sisNEW MEDIA ADVERTISINGMiran Lee

Index

INTRODUCTION ⇢ ABOUT KOREAN FOLK VILLAGE

KOREAN FOLK VILLAGE FACEBOOK FANPAGE

COMPETITORS OF KOREAN FOLK VILLAGE ⇢ GOYANG CITY ⇢ BUSAN POLICE

SOCIAL MEDIA INSIGHTS & SWOT

RECOMMENDATIONS FOR KOREAN FOLK VILLAGE

What is Korean Folk Vil-lage?

The Korean Folk Village is home to numerous collections of Korean cultural artifacts, providing an opportunity for Korean children To experience and learn the culture of their ancestors firsthand.

The village has been developed to convey the wisdom and the spirits of our ancestors to both domestic and international tourists. The KFV is open all year-round and nearly 1.8 million domestic and foreign tourists visit and throughout the year.

Why is Korean Folk Village?

Korean Folk Village is recently be-coming one of the hot issues on the Korean web because of its official facebook fanpage.

Lots of Internet uses talk about Ko-rean Folk Village facebook fanpage that has a lot of funny posts with funny tone.

The one who runs KFV facebook page is aware of hot trends and uses them well as promote their events with fun photos and texts.

↓PIC.1 PHOTO FROM KFV FACEBOOK POST

KFV is using its Facebook Fanpage to communicate with its customers more effectively to promote their events and services with interesting and fun posts. Actually there was a prejudice that pubilc organizations’ facebook fanpages provide content in boring ways, but KFV uploads fun posts which are relevant to recent hot trend. Now KFV has 15,150 Likes. KFV facebook page is updated at least 5 times a week.

∴ Based on observation, I’ve categorized its content by means of:

Personal ⇢ Posts that are made by KFV which is including PHOTS, VIDEOS, etc.

Informative ⇢ Posts that include FACTS and NEWS Promotional ⇢ Posts that advertise KFV events and services

Facebook Fanpage of KFV

Facebook Fanpage of KFV

Using ancestors tone (old time) in writing

It makes posts funnier and more interest-ing!

Personal

Telling people about their promotion in fun ways with pictures and texts

Personal

Using fun pictures and texts to get people’ focus & atten-tion

Personal

Lots of people were interested in KFV after its fun posts, and actually many journalists were writing the articles about that.

Personal

These are the examples of how to use personal uploading ineffectively. It is because these two posts are irrelevant to KFV.

Informative

These pictures show that KFV posted people’ reviews of their products, the press data/news about KFV, and also promoted about the show was shooting in KFV.

Informative

These are the examples of how to use informative uploading ineffectively. These two posts are irrelevant to KFV, even though they are interesting contents.

Promotional

These pictures show that KFV posted about their special pro-motion events such as providing discount movie ticket who came to Korean Folk Village. And also KFV posted the video about it.

Promotional

Korean Folk Village also pro-moted creative events like play-ing game in haunted house in KFV.

Also KFV prepared the event which had the games that can bring the childhood memory from the parents.

A customer comments in KFV’s facebook fanpage post about how good KFV works in facebook. He says KFV is finally placed in 3rd ranking of daily active users of facebook by one great content

Add) Interactive

Korean Folk Village also has a twitter account which is very popular also.

They did the survey for naming the cow in KFV, and lots of peo-ple response to that, and many fun names came out for cow.

From that, KFV is becoming fa-mous in SNS

Facebook Analysis Conclusion

In conclusion, based on 3 categories which are personal, informative and pro-motional,each of them has its own pros and cons and I got the result that Korean Folk Village is the best as personal and the worst as interactive.

The reason why personal is the best is According to the number of likes, com-ments, and shares on these types of postings, I can get the conclusion that people are focusing on fun and interesting content even though they were not aware of KFV at first but one they recognize about the brand then they pay at-tention to that brand and its posts

Secondly, I got the result that interactive is the worst. Actually I want to prefer using the word of ‘weak’ instead. Clearly KFV is good at creating fun and inter-esting content but is little weak at communicating with customers to do some-thing and build the deep relationship with the customers.

The tone of KFV page is very funny because it uses the old time’s talking tone in writing and also the one who runs the KFV’s facebook page seems well known about the trend

Accordingly, Korean Folk Village does a great job with the upkeep of their Face-book page by frequently updating new interesting content which can be hot is-sue while they need to focus on finding new ways interacting with customers more.

Competitors of KFV

Goyang City’s Official Facebook Fan-page.

Busan Police’sOfficial Facebook Fan-page.

Goyang City

Lots of people think Goyang city’s Facebook Fanpage as a great example of local government SNS in Korea.

May 20th, 2011 Goyang city made the facebook account at first. They updated boring content which just gives information, so only few people knew about Goyang city’s facebook page.

Since 2012, they updated fun and interesting posts like psy-chological test of good-looking.

Also they started to use different writing style named “cat style” like using ‘mew’ at the end of the sentence because ‘GOYANG’ means cat in Korean. They made their character

People think Goyang city is humorous which is unlikely to other government office

Interactive

Goyang city’s facebook page made a promise that if the fans of its is over 8000, then the mayor wore cat costume and take a picture of it, and they did.

Since that, Goyang City’s Face-book Fanpage was becoming famous.

Promotional / Informative

Goyang city promoted many events in Goyang city’s facebook fanpage, and also they gave information about them like getting the gold award from social media evaluation contest

Personal

Goyang city created many fun content such as videos and also updated cute picture of cat so many people like it

Personal

These are the examples of how to use personal uploading ineffectively. These two posts are irrel-evant to Goyang city’s business.

Busan Police

Busan Police runs the official facebook fanpage in purpose of ‘contact-communication’ with citizen.

They are handling the heavy crimes or cases in simple and fun ways. Also they tell people about the case of story-telling ways so that they can get people’ sympathy easily.

Now Busan citizen feels the police more friendly

Also they handle the emergent case of citizen through face-book fanpage.

Last August, A sister who was in America was looking for her brother who was in Busan and didn’t know where he was. Bu-san police uploaded about this on facebook page, and updated immediately as soon as they got the new information, and she found her brother.

Personal

Busan Police’s facebook fanpage uploads friendly pic-tures with texts, people usually think police as scary and hard subject, but Busan Police changes the im-ages of police.

Informative

Busan Police facebook fanpage also updates about the crimes and cases in simple and fun ways which can be a tip for people in life.

← One criminal stole the wallet from the woman but it was actually fe-male police officer, so she caught the criminal, and Busan Police face-book page uploaded about that.

Similarities They made their own characters as a symbol.

⇢ Young lady like ‘Choon-Hyang’ in KFV facebook page ⇢ A cat in Goyang City facebook page ⇢ Friendly neighbor in Busan Police facebook page They updated posts in dialogic writing style They used a lot of pictures, videos, and fun texts Many personal content They sent the sympathetic messages to people so that they can focus

on their content more They updated frequently

Differences In KFV’s, interactive was weak, but in Busan police’s, interactive was

not weak because police and citizen communicated a lot and solved a case several times.

Each has different style in facebook fanpage. ⇢ Feel more girlish in KFV facebook page through text

⇢ Feel more cutenessin Goyang City facebook page ⇢ Feel hardness in writing style in Busan Police facebook page

Insights

SWOT of KFV

S W

TO

-Less interactive social activities than other competitors-Customer loyalty is low

- Fun & Interesting Content- People recognize KFV as fun, so people can easily focus on their event - Has viral effect

- Increasing interactive activi-ties such as ‘naming animals of KFV contest’- People can pay attention to KFV, so they can build the deeper relationship with the customers

- People think the content is interesting temporarily-Only SNS users can approach to their information- They advertise about their events on-line only

SWOT of Competitors

S W

TO

-Even though they are public organizations, but sometimes they are writing about irrelevant posts to their businesses

- Fun & Interesting Content- People recognize them as fun, so people can easily focus on their event - Have viral effect- High loyalty- Image changes

-They can promote other methods like TV, or offline posters about their special event so they can bring more people to pay attention on their facebook fanpage

- Have little more limits to up-load the content because they are public organizations (gov-ernment) than Korean Folk Vil-lage.

RecommendationsKorean Folk Village1. KFV needs to increase more activities that can build interactive relationship

with the customers. ⇢ To improve the loyalty of customers. KFV’s facebook has lots of fun and interest-

ing content but people are interested in certain content , not all of their posts be-cause they have lower loyalty to KFV. So if KFV increase more interactive activi-ties such as naming contest of animals, then KFV can get people’ loyalty more.

2. Promoting discount event more and making events with using function of ‘share’ and ‘tag’ in facebook fanpage.

⇢ SNS, including facebook has a strong advantage which is ‘share’ and ‘tag’ func-tion so that people can easily spread certain issue faster. However KFV has no discount event or has no opportunity to use those great functions so far. If KFV makes more events like that, then they can be more popular and famous through the event that if certain amount of people who ‘share’ the event get the discount ticket of haunted house of KFV or people who ‘tag’ their friends more get the dis-count ticket of haunted house of KFV

3. KFV should make more partnership events with the facebook friends like Goyang City with the idea of annual haunted house.

⇢ Then if KFV dose not need to advertise on TV in high price. TV advertising cost is decreased but still can promote to lots of people