SMTOWN Fanpage on Facebook Observation - Analysis Recommendation for Social Media Contents

1. New
Media
Adver,sing
•
Professor
Jay
Moon
Social
Media
Analysis
NGUYEN
THI
THU
PHUONG
(뉴엔티투프엉)
1112182
Public
Rela9on
&
Adver9sing
Department

2. SM
ENTERTAINMENT

3. OVERVIEW
• S.M.
Entertainment
is
an
independent
Korean
record
label,
talent
agency,
producer,
and
publisher
of
pop
music,
founded
by
Lee
Soo-­‐man
in
February
14th,
1989.
• The
label
is
one
of
the
"big
three"
record
companies
of
Korea
along
with
YG
Entertainment
and
JYP
Entertainment
• Once
the
home
to
the
original
first
generaKon
of
Korean
Idol
groups
like
H.O.T.,
S.E.S.,
and
Shinhwa,
its
current
roster
of
recording
arKsts
include
Kangta,
BoA,
TVXQ,
TRAX,
The
Grace,
Super
Junior,
Zhang
Liyin,
Girls'
GeneraKon,
J-­‐Min,
Shinee,
f(x),
EXO
and
Henry,
all
of
whom
enjoy
great
success
both
domesKcally
and
internaKonally.
• It
is
also
home
to
actors
and
actresses
like
Go
Ara,
Kim
Min-­‐jong,
Kim
Ha-­‐neul,
Lee
Yeon-­‐hee
among
many
other.
• SM
Entertainment
also
co-­‐publishes
Avex
Trax
releases
for
Japanese
arKsts
such
as
Ayumi
Hamasaki,
Namie
Amuro,
and
Koda
Kumi
etc
• SM
is
credited
for
starKng
and
leading
the
Hallyu
Wave
throughout
Asia
and
internaKonally
with
strong
market
share
and
internaKonal
operaKons.

4. FANPAGE
Fanpage:
SMTOWN
(hEps://www.facebook.com/smtown)
•
•
•
•
•
•
Started
Facebook
fan
page
on
May
17th,
2011
Itunes
app
and
Fanboard
app
featured
2,572,769
likes
–
166,885
talking
about
this
(
UnKl
October
16th,
2013)
Both
English
and
Korean
are
used
to
communicated
with
fans
average
3
posts
per
day
Concentrated
on
Photos
Categories
• By
means
of
contents:
InformaKve
posts
(Schedule
informaKon,
Front-­‐stage
photos/videos
and
Back-­‐stage
photos/videos
including
making
film/photo,
behind
the
scenes,
teaser
etc),
InteracKve
posts,
Events
• By
types:
Texts,
Photos
and
Videos
• By
arKsts:
Singers
and
Actors/Actresses

5. THE
BEST

6. THE
BEST
Ø Most
of
fans
in
this
page
are
from
variety
country
outside
Korea.
So
that
they
always
do
not
have
chances
to
meet
their
idols
in
person.
That’s
why
updated
informaKon
about
their
idols’
status,
preparaKon
for
an
album
or
a
comeback
stage
called
“Behind-­‐the-­‐scenes”
alract
fans’
alenKon
all
the
Kmes.
Thus,
in
the
photo
of
Girls’
GeneraKon’s
member
Jessica
Jung
with
Jackie
Chan
who
is
well-­‐known
as
a
Hollywood
acKon
star,
fans
can
feel
more
proud
about
their
idols.
It’s
one
of
the
reason
make
that
photo
became
most
like
and
share
photo
ever
in
SMTOWN
fanpage.

7. THE
WORST

8. THE
WORST
Ø Although
each
post
has
over
2000
likes,
approximate
70
comments
and
dozen
share,
in
comparison
with
another
posts
which
have
over
10000
likes
in
average,
those
became
the
least-­‐favorite
contents.
All
three
posts
have
the
same
problem.
When
fans
first
look
this
post,
they
can
not
reach
the
message
immediately.
We
do
not
always
go
into
the
page
to
view
posts,
most
of
Kme
people
check
posts
on
their
own
“New
feeds”.
If
the
posts
are
not
interesKng
and
impacKng
enough,
facebook
users
will
pass
away
and
forget
them
immediately.

9. FANPAGE
IN
COMPARISON
_
“BIG
3”

10. YG
ENTERTAINMENT

11. OVERVIEW
Fanpage:
YG-­‐Family
(hEps://www.facebook.com/ygfamily)
• YG
Entertainment
is
a
record
label
and
talent
agency
founded
by
Yang
Hyun-­‐suk
(former
member
of
SeoTaiji
and
Kids
–
the
most
famous
Hip-­‐hop
Trio
in
1990s)
on
February
24th,1996.
YG
arKsts
are
well-­‐known
as
Hip-­‐hop
music
producers
in
Korea.
• Once
the
home
of
hip-­‐hop
groups
Jinusean
and
1TYM,
its
current
roster
of
recording
arKsts
are
known
to
be
some
of
the
biggest
K-­‐pop
acts
internaKonally.
Big
Bang,
2NE1,
Epik
High,
Lee
Hi,
and
PSY
have
proved
to
be
the
front
runners.
• YG
Entertainment
is
known
as
one
of
the
"big
three"
record
companies
in
South
Korea,
along
with
S.M.
Entertainment
and
JYP
Entertainment,
for
their
large
market
share.
Official
contents
by
YG
Entertainment
and
its
arKsts
have
cumulaKvely
garnered
more
than
4
billion
views
and
are
subscribed
by
more
than
10
million
users
on
YouTube,
making
them
the
most
viewed
and
most
subscribed
arKsts
and
entertainment
agency
in
Asia-­‐Pacific.

12. FANPAGE
Fanpage:
YG-­‐Family
(hEps://www.facebook.com/ygfamily)
•
•
•
•
•
Started
Facebook
fan
page
on
August
8th,
2010
1,096,947
likes
–
143,402
talking
about
this
(
UnKl
October
16th,
2013)
English
is
used
as
the
main
language
to
communicated
with
fans.
Average
4-­‐5
posts
per
day.
Categories:
InteracKve
posts
(including
thanks
to,
anniversary
celebraKon…)
and
InformaKve
posts
(including
informaKon
about
new
album,
new
arKsts,
parKcipaKon
in
TV
program
or
events…)

13. THE
BEST

14. THE
BEST
Ø Happy
birthday
to
arKsts
is
always
in
the
top-­‐liked
posts
in
YG-­‐Family
fanpage.
By
giving
birthday
wish
to
their
celebriKes,
not
only
fans
can
get
closer
with
each
other,
but
they
can
feel
like
a
family
and
gepng
closer
to
their
favorite
arKsts.
Ø Aqer
success
of
“Gangnam
Style,
people
was
waiKng
a
lot
for
Psy’s
new
song.
That’s
why
when
YG-­‐family
posted
the
music
video
of
“Gentleman”,
this
post
alracted
a
lot
of
view
and
likes
at
that
Kme.

15. THE
BEST
Ø YG’s
on-­‐air
TV
program
“Win-­‐Who
is
next”
(Balle
of
2
team
A
and
B,
the
winner
will
debut
aqer
this
show
and
have
the
group
name
“WINNER”)
is
going
to
the
last
episode
soon
and
this
is
the
Kme
for
fans
to
vote
for
their
favorite
team.
By
viewing
the
result
of
the
last
balle,
fans
would
be
acKve
in
discussion
and
with
the
tutorial
to
vote,
fans
can
prepare
to
vote
for
their
favorite
team
this
week.
This
post
is
a
successful
collaboraKon
of
informaKon
and
interacKon
content.

16. THE
WORST
Ø These
are
all
already
n o K c e d
i n f o r m a K o n
before
so
people
did
not
take
care
to
much
about
them.
These
posts
had
only
300
~
400
likes
and
under
20
comments

17. JYP
ENTERTAINMENT

18. OVERVIEW
Fanpage:
JYPnaKon
(hlps://www.facebook.com/jypnaKon)
• JYP
Entertainment
is
a
Korean
record
label,
founded
in
1997
by
Park
Jin
Young.
• The
label
is
one
of
the
"big
three"
record
companies
in
Korea
along
with
YG
Entertainment
and
S.
M.
Entertainment
that
have
strong
market
share
and
internaKonal
operaKons.
• Once
home
to
arKsts
like
Rain,
Park
Ji
Yoon,
and
g.o.d,
the
label's
current
roster
of
recording
arKsts
include
Wonder
Girls,
JOO,
2AM,
2PM,
miss
A,
JJ
Project,
Baek
Ah
Yeon,
15&
and
Lee
Sunmi.

19. FANPAGE
Fanpage:
JYPna,on
(hEps://www.facebook.com/jypna,on)
• Started
Facebook
fan
page
on
January
16th,
2011
• 673,728
likes
–
38,586
talking
about
this
(
UnKl
October
16th,
2013)
• Both
English
and
Korean
are
used
as
the
main
language
to
communicated
with
fans
(Korean
is
priority)
• Average
1
post
per
day
• Categories:
InteracKve
posts
(including
thanks
to,
anniversary
celebraKon…)
and
InformaKve
posts
(including
informaKon
about
new
album,
arKsts,
events…)

20. THE
BEST
Ø Like
SMTOWN,
JYP’s
fanpage
has
many
behind
the
scenes
photo
and
story,
which
alract
fans
very
much.
Thus,
JYP
has
many
post
about
arKst-­‐relevance
goods
(what
are
they,
how
to
buy…)
which
fans
like
a
lot.

21. THE
BEST
Ø In
Lunar
new
year,
all
of
JYP’s
arKsts
appeared
in
one
photo
to
give
their
fan
best
wishes,
that
make
a
huge
effect
to
gain
fans’
love
and
loyalty
to
them.
Also,
by
posKng
in
the
right
Kme
(one
of
Korea’s
important
holiday),
fans
could
feel
closer
to
their
arKsts
much
beler.

22. THE
WORST
Ø These
three
posts
have
the
same
problem
with
the
worst
example
of
SMTOWN
and
YG-­‐FAMILY
fanpage.
These
are
already
noKced
informaKon,
and
not
be
interesKng
and
impacKng
enough
to
make
people
read
them.
Especially,
in
two
post
above,
we
can
not
get
which
messages
they
want
to
give
to
viewer
if
we
do
not
click
the
link
below.
Clicking
link
may
annoy
people
when
checking
status
on
their
“New
feeds”.

23. SMTOWN
FANPAGE
Insight
&
SWOT

24. SWOT
ANALYSIS
• SMTOWN
fanpage
has
many
arKsts
in
variety
fields,
they
have
many
contents
which
can
be
posted
everyday
• They
concentrate
too
much
on
arKsts
visual.
• There
are
not
enough
many
informaKon
about
actors
and
actresses
as
singers
• The
same
palern
of
content
may
bore
their
fans
S
O
• SMTOWN
fanpage
has
over
2
million
fans
from
variety
naKon
• Fans’
loyalty
• Digital
GeneraKon
keeps
fan
all
over
the
world
c o n n e c K n g
e v e r y
moment.
W
T
• The
growth
of
other
company’s
fanpage
(YG-­‐
family,
JYPnaKon,
Cube,
Shinhwa
company
etc…)

25. Insight
• SimilariKes:
All
three
fanpages
have
a
lot
of
interacKve
and
informaKve
contents,
which
can
strengthen
their
relaKonship
with
fans.
As
a
entertainment
company,
they
have
“special
products”
that
need
to
be
control
and
manage
carefully,
especially
in
digital
generaKon
as
today.
• Difference:
We
can
see
the
different
style
of
three
company
through
observing
their
fanpage.
The
perfecKonism
SM
Entertainment
keeps
concentraKng
on
the
visual,
the
look
of
their
arKsts
by
posKng
many
behind-­‐the-­‐scence
photos,
while
as
a
leader
of
Hip-­‐hop
music
in
Korea,
freewheeling
YG
Entertainment
always
show
their
charisma
by
posKng
completed
product
such
as
music
video
or
concert,
meanwhile
JYP
is
mixing
SMTOWN
and
YG-­‐family
fanpage
style.
• Front-­‐stage
and
Back-­‐stage
stategy
is
using
effecKvely
now.
• When
observing
three
fanpage,
one
unexpected
thing
is
they
do
not
reacKon
to
their
fan,
which
can
become
the
minus
in
managing
a
page.

26. Recommenda,on
•
•
•
•
SMTOWN
fanpage
is
not
a
really
good
management
now.
They
have
many
fans
and
fans’
loyalty
to
SM
Entertainment’s
“special
products”
(Talents,
Idols,
actors,
actresses…)
keeps
this
page
bigger
and
bigger
day
by
day.
Shortage
of
promoKonal
contents
and
lack
of
interacKve
contents
must
be
made
up
to
keep
fans
from
leaving
the
community.
ReacKon
to
fans,
discussion
with
fan
must
be
added
in
fanpage
management.
CollaboraKon
contents
are
necessary
to
add.

27. SMTOWN
FANPAGE
Social
Media
Recommenda,on

28. Sugges,ng
sample
contents:
SM
in
Social
World
PROJECT
1) CelebriKes
looks
alike
contest:
SMWannabe
2) SM
photo
collaboraKon
events:
SM
in
Body
Symbol
3) Quiz
about
SM:
SM
Brain

29. 1.
Celebri,es
look
alike
contest:
SMWannabe
• Fan
can
do
make
up
or
sing
cover,
dance
cover…
to
their
favorite
celebriKes.
The
one
who
look
like
their
celebriKes
the
most
will
win
a
prize.
• Contest
result
will
be
judged
by
all
the
fans
of
SMTOWN
fanpage
by
voKng.
Effect
• Fans
–
company
relaKonship
reinforce
• Gain
fans
number
of
SMTOWN
fanpage
(contestants’
friends,
sharing
of
contents…)

30. 2.
SM
photo
collabora,on
events:
SM
in
Body
Symbol
• CollaboraKon
photo
of
fans
all
over
the
world.
• Dividing
SM
Symbol
into
many
part
and
Fans
will
use
their
arms/hands
to
make
that
SM
Symbol.
One
fan
–
one
part
of
photo.
• Completed
photo
will
be
used
as
SMTOWN
fanpage’s
cover
photo
in
one
month.
Aqer
one
month
new
photo
which
made
by
another
fans
wil
be
replaced.
Effect
• Fans
–
company
relaKonship
reinforce
(by
appearing
on
cover
photo
of
SMTOWN
fanpage,
fans
will
feel
like
they
are
really
a
part
of
this
community)

31. 2.
Quiz
about
SM:
SM
Brain
• QuesKon
related
to
SMTOWN
will
be
given
once
a
week
(QuesKon
can
be
about
SM
Entertainment,
or
about
SM’s
arKsts…)
• One
or
two
lucky
member
of
the
week
will
have
a
prize
(such
as
SM
arKsts’
scan
autograph
with
the
winner’s
name
in
arKsts’
hand
wriKng…)
Effect
• Fans
–
company
relaKonship
reinforce
(by
appearing
on
cover
photo
of
SMTOWN
fanpage,
fans
will
feel
like
they
are
really
a
part
of
this
community)
• Gain
fans’
amuse
when
visiKng
SMTOWN
fanpage.