Facebook marketing of Kkanbu chicken

1. NEW MEDIA ADVERTISING
Professor Moon Jang-ho
ANALYSIS :
FACEBOOK MARKETING OF KKANBU CHICKEN
1114494 Lee Yu-kyoung

2.  What is Kkanbu chicken?
 Kkanbu Facebook Fanpage
 Competitors of Kkanbu
• BBQ
• Lotteria
 SWOT Analysis & Insights
 Recommendation

3.  What is Kkanbu chicken?
• Kkanbu chicken is a chicken restaurant in Korea. It was founded by
Kim Seung-il who opened the first location in Suji, Yongin in 2006. Now,
so many chains of Kkanbu chicken opened in nationwide.
• ‘Kkanbu’ means the same team, best friends or comrades with
whom you would cross little fingers as a promise in our childhood. It has
origin from dialect of North Korea.
• Their slogan is “Your best friends cook to serve you a great value.”
Like this slogan, they have tried to be more friendly with their customers.

4.  What is Kkanbu chicken?
• Today, Korea has huge market of chicken. Most of chicken restaurants
are based on delivery service. However, Kkanbu is based on hall
service with luxurious interior design and simple menu. It was fresh
marketing strategy in chicken market.

5.  Kkanbu Facebook Fanpage
• Kkanbu uses its Facebook fanpage
to interact with customers, especially
their main target, who is 20~30
years old.
• They make a lot of events and offer
free coupons to get attention. They
usually use photo combined with text
to upload a post.
• Kkanbu has 6489 Likes in
Facebook. Their Facebook fanpage
updates almost once a week since
December 11th in 2012

6.  Kkanbu Facebook Fanpage
- Criteria to analyze Kkanbu chicken fanpage :
①
②
③
④
⑤
⑥
How frequently do they upload their posts?
How useful information they give to the customers?
How much they disclose their backstage?
How the customers react to their posts?
How the brand react to their customers?
Are there many attractive promotion to make exchange
relationship?
⑦ Does the brand try to form communal relationship with their
customers?

7. ① How frequently do they upload their posts?
They upload their posts once a
week in average. Sometimes,
posting too frequently makes
their friends(the customers in
Facebook) annoying, so their
strategy is fairly good.
On the other hand, it will be
difficult to become more
friendly with their customers if
they do not upload their posts
once in a while.

8. ② Useful information
• The Good –
They also made contents very timely.
Recently, Korean are so sensitive on
where the ingredients are from.
Because of the reaction of customers,
they made contents notifying that their
ingredients are all domestically
provided.

9. ② Useful information
• The Bad – Insufficient contents.
If they want to notice new
opening, the contents should
include how to get there at least.
Or it would be better to post the
picture of new restaurant and
new workers.

10. ③ Backstage disclosure
• The Bad –
They tried to share their
backstage. We can see
informal photos of
workers. It also disclose
the scene which we
cannot see in usual.
However, the customers
don’t react that much.
They need to make their
contents more interesting.

11. ④ How the customers react to their posts?
• The Good –
Kkanbu tried to get customers’ opinion
comprising set menu. Through these
kinds of survey, they can know the
thoughts of the customer and consider
customer insights.
For the customer, they can feel they are
respected. It is helpful for customers to
have loyalty to the brand.

12. ⑤ How the brand react to their customers?
•The Bad –
In Facebook, the speed of
spreading information is so
fast. In this regard, the brand
need to make some
comments about customers’
complaint. No reply in online
is not good way to manage
the crisis.
0 Likes

13. ⑤ How the brand react to their customers?
•The Bad –
Some comments on
customers’ contents
are not friendly. Informal
communication with
customers is effective to
make strong bonds.
Many customers have
tried to participate in
fanpage, so the brand
need to react more.

14. ⑥ Are there many attractive promotion to make
exchange relationship?
• The GoodTheir promotion is based on
interaction. If the customers
make some comments, they
can get free coupons or
discounts. Usually, promotional
contents are most popular on
their fanpage. To make the
customers to participate,
appropriate exchange is
needed.

15. ⑥ Are there many attractive promotion to make
exchange relationship?
• The BadThe customers have great
participation in the posts that
include exchange relationship.
However, this promotion did
not get much attention
compared to other promotional
contents. This contents got
only 54 Likes. Taking picture of
the buses is pretty harder than
making comments in online. It
shows that the theme of
promotion is important.

16. ⑦ Does the brand try to form communal
relationship with their customers?
• The Good –
Sometimes, there are some contents
that are not actually related to the brand.
However, they have effective function to
people feel more friendly. The customers
can feel sympathy when they share their
own story. It needs some compensation
at the beginning, but if they become
friendly, the brand and customers can
form bonds.

17. The Best and The Worst

18.  The Best 1 _ Games with luck
These contents are combinations
of interaction and promotion.
They tried to get attention from the
customers, and they make games
to enjoy together. ‘Exchange’ is
the first step to create bond and
friendship with the customers. The
customers were interested in the
promotion, and the games were fun
and easy. It makes many people
participate in. Those game event
are the most popular contents in
their facebook fanpage.

19.  The Best 2 _ Quiz with information
This content has quiz to advertise
their one of the most popular menu.
They said ‘it tastes good when
you order garlic topping with the
chicken’, and it could be useful
information to the customers.

20.  The Best 3 _ Surprising event
Third most popular content is also
game event. Their game contents
are usually conducted as surprsing
event. It makes people feel more
interesting when they take a rest.
This content is uploaded on the
weekend, so the customers may
participate in more easily than when
they work or study on weekdays.

21.  The Worst 1 _ Only text
They usually use photo + text
contents, but sometimes they only
uploaded contents including only
text. The number of ‘Likes’ is
very low compared to other text
combined photo contents. This
means that their customers tend to
see photo instead of reading the
articles. Facebook is useful tool to
upload photo. Only text is more
adaptable in twitter. More important
thing is that the customers do not
like it.

22.  The Worst 2 _ Link/Event
They shared the ‘link’ which is
related with the brand. There is no
comment or summary of the link. It
makes the contents be ignored by
many customers. It only got 10 likes.
In other contents, event in Ultra
Music Festival Korea fairly got
attention, but this post only includes
how many people were participated
in. It also has no summary or text to
tell more details. It got only 5 likes.

23. Competitors
Since 1995, BBQ Chicken has developed fast, and they
become global brand. In 2010, they opened the restaurant
in Iran and Fiji. They are popular because frying chicken,
they use Extra Vergine Olive Oil.
Lotteria was first opened in Sogong in 1979. In 2010,
they evaluated that they have no.1 brand power in Korea.
It is one of the most popular fast food restaurants which
can match for Mcdonald in Korea. They are known for
Bulgogie Burger, Shrimp Burger and so on.

24. • Kkanbu is updated almost
once a week. However, the
fanpages of Lotteria and BBQ
are updated almost everyday.
It has both good and bad
effects.
For example, BBQ sometimes
upload the same contents over
again to promote their chicken
menu or special event. Their
customers feel annoyed and
those contents will be ingnored.

25. The brand is so popular that the
number of Likes of fanpage is huge.
BBQ chicken usually make contents
using their model in commercial film.
It causes BBQ fanpage seems
difficult to make communal
relationship with their customers.
• Facebook Fanpage open :
2011.3.21
• Likes 50033
However, their events spread fast
among the customers, so promotional
contents mainly got high rates of
Likes.
The reaction of brand for the
customers is not good. I cannot find
their reaction. It also makes BBQ
chicken manage their fanpage only
for promotion.

26.  Promotion
 The Best 1 _ Inviting Promotion
Most of contents made by BBQ are
promotion. The events that their
customers most likely to participate
in were based on the function of
invitation on Facebook.
If you invite your friend to BBQ
Facebook on that page, you can
participate in the event. It was so
simple to get attention and promote
to other people through BBQ’s
friends.
The contents can be spread out
easily from customers to customers.

27.  Promotion
 The Best 2 _ Video clip + Event
This posting has video clips that is
parody of Gangnam style, BBQ style.
This video content gained a lot of
likes exclusively. The other video
contents could not get a lot.
It is because this content combined
with event. And also, the characters
in video are personnel of BBQ, so it
could be interesting to see the
workers in BBQ.

28.  Promotion
 The Best 3 _ Interesting Event
These two posting got
more that 900 Likes.
They are also
promotional posts, but
theme is different from
former contents. Books,
and lotteries are
interesting item for
many people. It makes
good exchange for the
customers who
participate in the event
of the brand.

29.  Promotion
 The Worst 1 _ Insufficient messages
The other problem is that sometimes,
there is no photo or any media tool, and
they use only text to deliver their
messages.
Opposedly, only photo and insufficient
detail also can not get attraction from
the customers. Especially, second
posting on the left would make the
customers confused because it was
difficult to understand what they wanted
to say. Consequently, it made no
reaction from the customers.

30.  Promotion
 The Worst 2 _ Commercial
BBQ have tried to be friendly
with their customers (the friends
on Facebook), but the reaction
from them is not good
compared to promotional
contents.
It is because their contents is
not attractive on Facebook.
They use informal language,
but the themes of contents are
related to their commercial.

31.  Promotion
 The Worst 3 _ Failure of disclosure
BBQ is trying to make some
contents disclosing backstage of
the brand. The model was very
famous idol star in Korea, however,
this contents has only 16 likes.
I think the it is because of the
character of their fanpage. There
are too many contents including
commercial and advertising model.
They try to disclose their
backstage, but the customers may
think this is another post about their
commercial and do not want to
watch this contents.

32. Lotteria has a lot of contents which
can make communal relationship.
There are many promotional contents
similar to other competitors, but their
contents include more emotional. It
makes the customers think they talk
with their friends.
• Facebook Fanpage open :
2012.11.9
• Likes 130288
The most attractive thing is that the
video contents got a lot of Likes. BBQ
and Kkanbu also have video
contents, but they couldn’t get
many Likes.

33.  Promotion
 The Best 1 _ Communal relationship
This post has exchange for the
participant in the event, but I think it is
great contents to make communal
relationship.
The customers can share their story
each other about hamburgers.

34.  The Best 2 _
 Promotion Interaction + Disclosure + Communal
relationship
This post gives the customers some
information that Lotteria open their
stores on Chuseok. Lotteria shows
working part-time job, and get
attention to feel sympathy, especially
from some people who cannot go
home even on holidays.
Moreover, the friends on Facebook
write some comment to him or her, so
Lotteria draw interaction from their
friedns.

35.  Promotion
 The Best 3 _ Interaction (UCC)
Lotteria usually opened event
that customers make UCC and
the friends on Facebook
fanpage share those videos.
The participants feel more
friendly with Lotteria making
UCC. Moreover, it is more
interesting than commercial films
that we can meet easily.
If the UCC become popular and
spread on the Internet, it can be
possible to promote the brand of
Lotteria.

36.  Promotion
 The Worst 1 _
Useful information
but small number of Likes
The customers wants to know
about the brand, but the price
get comparatively lower
attention than other interesting
contents. Actually, their price is
one of the easiest information
for the customers to get. What
the customers want to know on
Facebook fanpage is more
detail and interesting things.
Another thing is that‘link’is
not effective tool to deliver their
contents.

37.  Promotion
 The Worst 2 _ Reaction from brand
Their promotional events are one
of the most popular contents
among the customer, but the
posts about the result of the
events do not get lots of Likes.
There are two reasons for this.
First, the number of people
included in the lists is small.
Another reason is their posting is
not attractive. They usually use
only text in those of contents. It
seems not friendly, and not good
reaction for the customers who
participate in promotion.

38.  Promotion
 The Worst 3 _ Back stage
The model of Lotteria is Song
Jung-gi, one of the popular
Korean actor. This content is
about the backstage of his
commercial film shooting, however,
it got only 89 likes. The number of
Likes is small if you consider the
other contents in Lotteria fanpage.

39. SWOT Analysis
•Young target(20~30years old)
- It is good to conduct SNS
marketing.
• Interesting contents and
promotion.
•High preference of chicken
in young generation.
•Chicken restaurants based
on hall-service is growing up.
•There are people who hate
too frequent updates.
S
O
•Low popularity (comparatively)
•Late update.
•Bad backstage disclosure
reaction.
•Interaction
- informal language, crisis
management.
•No popular model in advertising.
•Social marketing of major
chicken restaurant is already
settled.
•There are people who do not
like inviting message from
facebook caused by brand
promotion.

40. Similarity
They mainly make promotional
contents to get attention. It is
because the brand and the
customers have exchange
relationships rather than communal
relationships.
On the other hand, informative
contents are hard to get good
reaction compared to promotional
contents.
Interaction usually occurred when
it related to promotion.
Disclosure is very weak.
Disclosure of the brands is small
portion of facebook contents.

41. Difference
Facebook fanpage of Kkanbu is not updated
frequently, and they update about once a
week. However, BBQ and Lotteria updates
their fanpage very often, and it is almost
everyday.
They make promotional contents, but the
characteristics of promotion are little bit
different each other. BBQ makes contents with
their model of commercial. Lotteria makes
contents on the view of the customers.
Especially, Lotteria is strong to help customers
make their own user created contents and
user generated contents. Kkanbu likes to
make games. So people can participate in
more easily in contents of Kkanbu.
BBQ have tried to make bonds with their
customers with funny posting which is not
actually related to the brand.

42. Insights
The form of contents should
have sufficient message to
be delivered well to the
customers. Not only text or
only photo. We need more
details on that.
More story-telling is needed.
The promotion is more
interesting things right
now. Making film is not
so much attractive. Also,
there are few contetns
you show us your
backstage.

43. Insights
I want more reaction from
you. I want to know how
do you think about my
comment. To make
interaction, you should talk
with us more.
I most prefer these
contents. I want to get
free coupons or benefits
of discount. Clicking
‘like’ is easy, however,
it annoyed me sometimes
if I got it from others.

44. Recommendation
Interesting informative message delivery
• Giving information to the customers is not bad, but it is
difficult to get attention, if they only write what they want
to say simply.
• It needs some exchange to get attention.
• More details is needed.
Communal relationship
• Showing their backstage.
• Using more informal language than now.
• Making some comments or ‘likes’ to know what the
customers think about the posts. Interaction needs reaction of
brand, too.
New promotion
• Making and wathching UCC/UGC can get attention from
the customers.

45. Recommendation
9월 25일 깐부치킨이 새로 오픈합니다. 어디서?
ㄱㅍㄱㅊ에서! 초성 퀴즈입니다!
아래 힌트를 보시고~
어딘지 찾았다면 친구들이랑 놀러 와서
전기구이 하나 뜯고 가세요^_^
퀴즈 맞추면 추첨을 통해 전기구이도 공짜-
Quiz to deliver information and provide more details.
[Information +Promotion]
New open in OOOO.
You can get a hint below.
You could get a free coupon if you
know the answer. How about
visiting here with your friend and
bite some chicken?

46. Recommendation
It was rainy and cold. Please give me your
address and phone number, and we’ll send
you the voucher.
궂은 날씨에도 깐부버스 잊지 않고 사진 보내
주셔서 감사합니다^^ 상품권 받으실 번호랑
주소 남겨주세요.
Thank you. I’m really pleased with your comment.
Feeling love is more beautiful experience than
any other things.
oo님의 응원덕에 힘이 불끈불끈 솟는 기분입니다
^^ 사랑을 느낄 수 있다는건 그 어떤 이벤트보다
소중한 경험일거에요.
[Communal relationship and Interaction]

47. Recommendation
This is researcher in R&D Center in
Kkanbu. They are trying to make taste
that you cannot forget.
Do you have memory of great taste? I
want to hear you.
Backstage disclosure is
needed. Now, the
customers don’t react
much, but I think it will
be helpful to showing
the brand more details,
better, and friendly.
[Backstage +
communal relationship
+ participation]

48. Recommendation
잠시만요, 페친분들!
전기구이치킨댄스 보고 가실게요~
전기구이를 온몸으로 표현한 깐부치킨 **지점 직원들
입니다^^
여러분들의 전기구이치킨도 보여주세요. 최고의 전기
구이로 뽑히면 전기구이세트 드려요.
[Promotion + Interaction+Backstage]
Wait!
Just have a moment to watch grilled chicken dance.
They are staff in Kkanbu chicken **branch.
Please show us your own grilled chicken dance. If you get many likes for
best grilled chicken, you can get a voucher for our chicken.