1. New Media and Advertising
Individual Assignment
Public Relations & Advertising 1213238 LEE SOOJIN

3. “Clean & Fresh”
?
Gl a ss l ock i s a b r a n d of a i r ti g h t c
on ta i n e r s ma d e u p of g l a ss.
_as a company
• It i s a s u b s i d i a r y b r a n d fr om Sa mk w a n g Gl a s s , C O.
a n d i t w a s l a u n c h e d i n 2 0 0 5 a f t e r R & D p e r i o d fo r 4
yea rs.
• G l a s s l o c k e a r n e d $ 10 0 . 3 m i l l i o n i n 2 0 12 a n d t h e
sa l e s a r e g r owi n g ste a d i l y .
• Sa mk wa n g Gl a ss , a moth e r comp a n y of Gl a ssl ock , h
a s 4 6 -y e a r -ol d g l a ss -ma k i n g -te ch n ol og y a n d i ts ma
i n b u si n e ss i s ma k i n g a n d se l l i n g k i tch e n su p p l i e s.
• Gl a ssl ock h a v e b e e n sol d i n 8 3 n a ti on s su ch a s
USA , C a n a d a , C h i n a , Eu r op e a n d th e r a te of th e
a n n u a l a m o u n t o f e x p o r t i n ov e r s e a s i s m o r e t h a n
2 0 %.

4. “Clean & Fresh”
?
_as a product
Glasslock airtight container has various shapes of
containers such as round, rectangular and square one
etc. And all of the lines are popular for the food
containers.
• It is not stained from the food colors and there is no tr
ansition from the foods' smells.
• Glasslock is made up of non-toxic glass.
• It is safe although you want to cook any foods with Gl
asslock using a microwave.
• Users don’t be worried about the environmental
hormone.

5. “Clean & Fresh”
There are Glasslock pages for Korean, European, Indonesian, and Thai. In this section,
I'm going to analyze the Glasslock's Facebook pages, usually based on Korean page.
Korean page has 1070 Likes.
USA page has 212 Likes.
Indonesian page has 227 Likes.
European page has 14 Likes.
 Generally, Glasslock pages have a litt
le brand popularity. Contents of Korean
page are also not that popular. (Most of t
he contents have just about 20~30 Like
s.)

6. “Clean & Fresh”
?
In p r ev i ou s
3
mon th s ,
_overall information
o T h e r e h a v e b e e n a l m o s t 1~ 3 d a y s o f i n t e r v a l s b e t w e e n e a c h o f t h e p o s t s .
o T h e p a g e h a s 10 4 0 L i k e s , b u t t h e r e a r e 4 6 7 p e o p l e w h o c o m m u n i c a t e v i r t u a l l y i n t h e
pa ge.
o For 3 mon th s , th e r e we r e on l y 6 c omme n ts Gl a s s l ock g a v e to c on s u me r s . Fu r th e r mor e ,
t h e c o n s u m e r w h o g o t m o s t o f t h e r e s p o n s e f r o m G l a s s l o c k w a s s a m e p e r s o n , a n d i n fa c t ,
i n fa c t , t h e p e r s o n p a r t i c i p a t e d i n e v e n t s o r p r o m o t i o n s p a g e s o f a n o t h e r c o m p a n i e s
h e l d . A n d th e r a n g e of r e s p on s e ti me i s 9 :3 0 A M ~ 3 :0 0 P M .
o T h e y u s u a l l y u s e p h o t o a n d t e x t fo r m a t s . S o m e t i m e s v i d e o w h i c h a r e fo r e n t e r t a i n m e n t
s u b s c r i b e r s fe e l w e r e u p l o a d e d .
o T h e p a g e a r e u s i n g f r i e n d l y l a n g u a g e s . B u t i t i s n o t v e r y i n fo r m a l o r n a u g h t y n u a n c e .

7. “Clean & Fresh”
Glasslock’s Facebook fan page is used to advertise the brand for customers, pro
mote new designs of the glass containers, and interact with the customers who u
se Glasslock.
Criteria of investigating
1. Interaction
- Contents that communicate with customers such as telling some stories or asking some questions.
2. Emotion
- Contents that make people feel various emotions. Regardless of products’ or services’
characteristics, all successful social media managements make consumers experience various
emotions.
3. Entertainment
- Contents that users can enjoy, think about and remember the brand.
4. Relevance
- Contents that include the usage of the product or remind the product.

8. “Clean & Fresh”
1st
popularity
T h e most p op u l a r ma r k e te r -g e n e r a te d p ost
w a s th e p r omoti on p a g e w h e n Gl a s sl ock
r e n e w e d th e i r fa n p a g e .
It is ev ent
con d u cted a b ou t 3 mon th s a g o. T h e te x t i s
sa y i n g th a t su g g e st i d e a s a b ou t h ow p e op l e
w h o h a v e si n g l e l i fe sty l e ca n l i v e w e l l . Ea ch
of th e te n wi n n e r s h a d b e e n su p p ose d to g e t
a G l a s s l o c k ‘s e c o t u m b l e r . A d d i t i o n a l l y ,
w i n n i n g ch a n ce i n cr e a se d for th e p e op l e w h o
sh a r e th i s p ost.
Analysis
for
this
post
980 Likes
O
In te r a ction : T h i s p ost i n te n d s to
ma k e con su me r s r e sp on d to ma k i n g
r enewed pa ge.
O
En te r ta i n me n t : Qu e sti on wh i ch
d e ma n d s cr e a ti v e wa y to l i v e we l l
h a v e some se n se of e n te r ta i n me n t.
O
Emoti on : It i s h a r d to ma k e a n y
e moti on a l mov i n g for th e con su me r s.
O
Re l e v a n ce : T h e p r od u cts i n th i s
v i d e o a r e Swi n g Bottl e s i n Gl a ssl ock .

9. “Clean & Fresh”
2nd
popularity
T h e se con d p op u l a r ma r k e te r -g e n e r a te d p ost w a s
t h e l a t e s t p o s t o f G l a s s l o c k ‘s fan page. The number of
L i k e s o f t h i s p o s t w a s a l m o s t 15 t i m e s m o r e t h a n
th e n u mb e r of L i k e s most p osts h a v e .
Con te n ts te l l s a b ou t th e sh a p e s of g l a ss p r od u cts
a n d p r o m o t e s t h a t G l a s s l o c k w i l l g i v e Glasslock’s n e w
p r od u ct, Mi x i n g b a l l , for th e p e op l e w h o l e a v e i ts
cr e a ti v e n a me a s comme n ts.
- It a l so sa y s th a t ch a n ce wi l l g r ow i f p e op l e l i k e
or sh a r e th i s p ost.
Analysis
for
this
post
585 Likes
O In te r a cti on : T h e p ost sa y s to th e a u d i en ce
th a t ma k e th e n i ck n a me of th e p r od u ct. Pe op l e
a r e ma d e to th i n k a b ou t th e sh a p e of n e w
Gl a ssl ock . A n d r e a l g i fts for th e w i n n e r s me a n
th a t th i s p ost i s for r e a l i n te r a cti on w i th th e
a udience.
O
Emoti on : It i s h a r d for r e a d e r s to h a v e a n y
e moti on e x ce p t for si mp l e j oy fu l n e ss.
O
En te r ta i n me n t : Re g a r d i n g th e q u e sti on of th e
p ost, p e op l e b e come fu n n y th i n k i n g a b ou t i ts
sh a p e a n d mor e cr e a ti v e i d e a .
O
Re l e v a n ce : T h e p ost i s cl e a r l y r e l e v a n t wi th
th e b r a n d , Gl a s sl ock .

10. “Clean & Fresh”
3rd
popularity
T h i s i s th e th i r d p op u l a r ma r k e te r -g e n er a ted p ost. It
w a s u p l o a d e d o n 2 7t h S e p t e m b e r . T h e c o n t e n t i s a v i d e o
th a t tw o g i r l s i mp r ov i se th e son g , A i r p l a n e , w h i ch i s a
sh or t son g of ch i l d r e n . T h e K or e a n te x t me a n s th a t
r e a l l y , th e se a r e a h a l f of th e a i r a n d a h a l f of th e
sou n d . T h e b ottl e s a r e th e p r od u cts of Gl a ssl ock .
O
Analysis
for
this
post
145 Likes
In te r a cti on : I cou l d n ot fi n d a n y
comme n ts for th e con su me r s r e a d i n g th i s
p a g e . T h e r e a r e j u st on e -wa y con te n t
a n d th e te x t l i k e a ti tl e of th e v i d e o.
O
En te r ta i n me n t : Di ffe r e n t fr om oth e r
con te n ts i n Gl a ssl ock s fa n p a g e , th i s
p ost i s v i d e o. We ca n se e th a t cr e a ti v e
i n a for m of th e con te n t i s i mp or ta n t for
th e p op u l a r i ty .
O
Emoti on : Re sp on se s of th e r e a d e r s of
th e Gl a ssl ock s fa n p a g e sh ow s th a t th e y
e n j oy th i s v i d e o. A l so, th e wa y of ta l k i n g
i s so fr i e n d l y th a t th e comp a n y ca n
a p p r oa ch con su me r s p e r ce p ti on e a si l y .
O
Re l e v a n ce : T h e p r od u cts i n th i s v i d e o
a r e Sw i n g Bottl e s i n Gl a s sl ock .

11. “Clean & Fresh”
The least T h i s i s t h e l e a s t p o p u l a r m a r k e t e r g e n e r a te d p ost. It w a s u p l oa d e d a fte r
Popularity
the
r e n e w a l of th e Fa ce b ook fa n p a g e . T h e
con te n ts i s j u st a p i ctu r e , a n d i t on l y d e l i v e r
th e i n for ma ti on th a t Gl a ssl ock i s g oi n g to b e
on te l e v i si on h ome -sh op p i n g ch a n n e l fou r
d a y s a fte r th e d a y w h e n th i s p ost u p l oa d e d .
T h e r e a r e ma n y p osts l i k e th i s i n th e p a g e .
O
Analysis
for
this
post
9 Likes
In te r a cti on : T h e r e i s n o
i n te r a cti on . Ju st a sh or t
i n for ma ti on e x i sts.
O
En te r ta i n me n t : T h e i n for ma ti on
i n th i s p ost i s n ot i n te r e sti n g or
fu n n y a t a l l .
O
Emoti on : No e moti on i s ma d e .
Mor e ov e r , r e a d e r s ma y th i n k th i s
i s n ot r e l a te d to th e mse l v e s a n d
th e y w i l l n ot w a tch th e h ome -
sh op p i n g p r og r a m.
O
Rel ev a n ce : T h er e i s n o
Gl a ssl ock p r od u cts. T h e r e i s on l y
si mp l e sch e d u l e of th e h ome sh op p i n g .

12. “Clean & Fresh”
1. Zi p l o c s Fa c e b o o k fa n p a g e
Ziploc’s Facebook fan page is communicating really successfully. Thanks to tha
t point, 1,028,023 people like the page and 4,273 people are talking in this page.
The fan page is used to inspirate many household or people who are interested i
n practical living. The page’s manager seems to do his/her best quickly updatin
g the visual page, and the page’s main picture has been changed during writing
this report.

13. “Clean & Fresh”
<C o m p e t i t o r i n t h e s i m i l a r p r o d u c t >
O Interaction : Style of
writing is so friendly.
And it’s trying to
communicate with
consumers.
O Interaction : There
are direct comments to
the specific consumers
and individuals. Ziploc
is calling each person’s
name.
O Entertainment : The
information in this post
the newly made recipe
Ziploc created. That
point can attract many
consumers’ attention.
O Entertainment :
Ziploc is trying letting
people entertain and
relax themselves.
O Emotion : The most
important point is
“Friendliness”. This is
not showing, but
recommending and
telling to the audience.
O Relevance : ‘Fruit
Sandwich’ is stored by
keeping in the Ziploc
product. There is clear
relevance between the
contents and the brand.
3,041 Likes
new
key
Useful information (Recipe)
& interesting form (Video)
O Emotion : This kind
of contents can move
others and get rid of
the barriers in the
consumers’ minds.
O Relevance : There is
little relevance.
However, it makes
people mentally relaxed.
And it will ultimately
make the brand “Ziploc”
friendly to the audience.
1,047 Likes
new
key
Little relevance,
but relaxing
contents
new
key
Direct
Interaction

14. “Clean & Fresh”
2 . E b a y M o t o r s Fa c e b o o k fa n p a g e
Ebay Motor’s Facebook fan page is used to inform many luxurious or historical c
ars. And it also provides useful information for the motorholics such as advertisi
ng of new TV program which is relevant with motors. Most of the talking people a
re men. However, their age spectrum is really various and they like the page reg
ardless of their wealth or social status.

15. “Clean & Fresh”
<C o m p e t i t o r fo r t h e s o c i a l m e d i a s t r a t e g y >
O Interaction : It also
has a quiz form. And
the writer wants the
consumers to want to
solve it.
O Interaction : Style of
writing is like our talking
in daily life. And this
content intends to
replies of the audience.
People are replying with
lots of excitement.
O Entertainment : It is
a quiz. Text form like
this can stimulate the
consumer’s interest. And
they would not percept
the contents in the page
as advertising.
3,855 Likes
new
key
Using the words like copypolicy
: “It’s photo finish ~day!”
O Emotion : The tone
and manner of the
content is very luxury.
And the word “It’s
photo finish ___day!”
make the motorholics
look forward to the next
post.
O Relevance : There is
clear relevance. All the
post is about the car
and the nice drivers.
O Entertainment :
Finding answer, the
people can talking and
chatting each other. In
this process, they feel
the entertainment.
O Emotion : The
product looks very
luxury and the driver
can be a role model for
the motorholics.
O Relevance : Ebay
Motors is the brand
which sells all products
about the motors. The
post including the role
–model-like elements is
really Facebook fan
page managers’ viewerattracting strategy.
new
key
Contents including the target’s
role-model-like elements

16. “Clean & Fresh”
<Relevance>
• All the posts are related with the brand.
- People will perceive the brand effectively.
<Entertainment, Interaction>
• Text form of a quiz
- This stimulates people s creative and it will be able to
entertain them. Also, all the quiz needs the replies of
readers. So, it can be useful for interacting with the
readers.
•
<Relevance, Emotion>
Lack of emotional contents & Too many brand-relevant contents
- Relevance of the contentsis essential elements in the
brand fan page. However, if the page always updating this
way, consumers will be sick of the brand someday.
- Sometimes, it is important to stimulate emotions of people. And it
can be realized by using contents related with people s life
style.
<Entertainment>
Historical elements
- People feel
<Interaction>
interested in this kind <Entertainment>
• Using just one kind of media
• No comments related with the contents
of the contents.
- The page was filled with only
- All the comments in the page were not funny
<Entertainment>
photos of cars.
or interesting at all. Comments in social
<Entertainment, Information>
• Using various medias for
media should stimulate consumer s
• The quiz such as ___model. - Facebook fan page which includes
contents
monotonous contents make
minds. It will be real interaction
- The elements were luxurious
- Glasslock used not only
consumers cancel their Likes
between the company and
cars. And it considers
picture for the posts, but also
<Entertainment>
of the fan page.
the audience.
consumer s minds.
videos as content s media.
• Using various medias
- This strategy is
<Relevance>
- Video, photo, text, link etc.
good for attracting
• Contents relative with their products
<Emotion>
various
- Some posts of Ziploc were not directly related with
• Quick visual renewal
spectrums
their products.
- Audience can be easily sick and tired of the old
of targets.
- Relevance is important. But, if the posts are used
visualization. So, quick renewal would prevent this.
for relaxing people tired of so many informational
advertisements, this is not that bad strategy.
•
S
O
<Relevance>
• Attracting early-adoptor
- The page is only focusing on
the models of cars. To some kind of
industry, this strategy can be
dangerous.
- But, there are many early-adoptors and motorholics in
the motor industry. And
this strategy would
be successful
for Ebay
Motors.
W
T
<Emotion>
• Too much informative posts
- Nowadays, people are living in the
waves of information. Therefore, consumers
need to take a rest from those tired contents.
- If they feel relaxation, they will have positive image
of the company.
<Entertainment, Emotion>
• Not quick renewal of the visual page
- There are always only products-related contents. And
only the posts are being updated.
- Variety of visual tone and manner is also important.
Facebook fan page is also advertisement.

17. “Clean & Fresh”
Insights from SWOT
o Each strategies from SWOT analysis does not be applied to the communicational strategy in the fan pages of other
industries.
The strategy which is in a weakness area can be in the strength area in another brands of products or services.
Ex) Giving only informational contents is harmful for the consumer industrial brands. However, it can be good strategy for
motor industrial brands because people like early -adoptors are enthusiastic to the motor-related information.
For Glasslock, relaxation from too much information would be important.
Interaction
o Using various media is good for making entertaining
contents.
o Quiz is an effective tool for stimulating the consumer s
creative and interacting with the consumers.
Entertainment
o Using various media is good for making entertaining
contents.
o People are interested in the posts which are practical
or helpful for their daily life.
o Direct comments are essential for interacting with
consumers.
Emotion
o Emotional insights such as human-mind-based
contents are good for relaxation.
o Classical contents stimulates curiosity and gives
luxurious feeling.
o Upgrading the visual of the fan page refreshes the
consumers.
Relevance
o It is OK to upload the contents unrelated to the
products or the services sometimes.
- However, the contents have to remind some impressive
feelings related to the brand.
o Using the words including word-policy can be preventive for
being tired of the contents in the brand fan page.
- Text starting [It is photo finish ___day!]

18. “Clean & Fresh”
Applicable Insights from SWOT_
: H o w to improve your client’s brand Facebook Page?
Interaction
* Quiz
o Quiz is an effective tool for stimulating the consumer s
creative and interacting with the consumers.
* Comments & calling each consumer s names
o Direct comments are essential for interacting with
consumers.
* Promotion
o Promotion which gives real prize has high participation
rates.
Relevance
* Uploading brand-unrelated contents sometimes
- It is OK to upload the contents unrelated to the
products or the services sometimes.
- However, the contents have to remind some impressive
feelings related to the Glasslock.
Entertainment
* Practical contents
o Some contents have to be practical or helpful for
people s daily life.
Emotion
* Classical item
o Using classical items will enlarging imagination of
application of Glasslock and give them luxurious feeling.
* V isually Upgrading
o Upgrading the visual of the fan page refreshes the
consumers so that consumers don t become tired of
Glasslock.
- V isual page now is always just a picture of the
products of Glasslock.
* Emotional approach
o Using just informational contents will make the readers
sick of the posts made by Glasslock.
- There are no early-adoptor among the Glasslock users.

19. “Clean & Fresh”
1
Application_
Intera ction
: Sa mp l e con te n ts i n cl u d e s th e i n si g h ts
* Comments & calling each
consumer s names
o Direct comments are
essential for interacting with
consumers.
The post which is inspira tiona l a nd
conta in pra ctica l informa tion for our
life will helpful for preventing
Enter ta inment
* Practical contents
o Some contents have to be
practical or helpful for people
s daily life
people s avoiding a dver tisements.
And Gla sslock will respond a ll the
comments ea ch consumer wrote.
Emotion
* Classical item
o Using classical items will
enlarging imagination of
application of Glasslock and
give them luxurious feeling.
So, I suggest,
Sa ngr ia ma k ing posts.

20. 보
“Clean & Fresh”
1
Application_
: Sa mp l e con te n ts i n cl u d e s th e i n si g h ts
* Sa mple post
샹
어
을
막
에
3. Slice each fruits so that pulpy and juice of the fruits can be
It is a sunny Monday!
mixed well with your wine.
The theme of today is ...
Romantic Drinks!! :D
Well, I fell in love with drinking Sangria every night these days!
Have you heard about Sangria?
4. And then, put the slices of fruits into an any water bottle in
your house.
5. Put it in the fridge and ripen the mixed wine for 2~3 days.
Originally, Sangria is an popular Spanish fruit wine.
I am going to explain about how to make Sangria.
Before reading, Swing Bottle of Glasslock will be greatly helpful.
6. If the wine is ripe, pour it into your Swing Bottle with soda.
Usually, people mix the soda right before they drink the Sangria,
however, you do not have to do drink that way. You can store it
1. First, you have to prepare a bottle of wine and soda. Oh!
in Swing Bottle!!
You do not have to buy expensive one, because you will mix it
with various fruits!
Although you pour all of the amount of your soda you want,
carbon dioxide in Swing bottle will not fly away.
2. Second, You need the fruits you want to add to your wine. I
am going to prepare an orange, lemon, apple, and grapefruit.
Wow.. Feels Fresh!!!!!
Now, enjoy luxurious and refreshing Sangria! 

21. “Clean & Fresh”
1
Application_
: Sa mp l e con te n ts i n cl u d e s th e i n si g h ts
* Pictures I will uploa d to the post - Sa ngria a nd Swing Bottle
* Sa mple comments for the consumers
Consumer A : Wow~ It looks so delicious~!
Glasslock : How about steak for today s dinner? 
Consumer B : Shape is artistic. Can be practical
item.
Glasslock : Actually, Swing Bottle is also nice for
interior item in the kitchen ><

22. “Clean & Fresh”
2
Application_
: Sa mp l e con te n ts i n cl u d e s th e i n si g h ts
Emotion
* V isually Upgrading
o Upgrading the visual of the fan page
refreshes the consumers so that consumers don
t become tired of Glasslock.
- V isual page now is always just a picture of
the products of Glasslock.
* Emotional approach
o Using just informational contents will make
the readers sick of the posts made by Glasslock.
There are no early-adoptor among the
Glasslock users
The intro fa n pa ge of Gla sslock ha s been
a lways the picture of the products in
Gla sslock bra nd. After renewa l 4 months
a go, it ha s not been cha nged. Consumer
ca n be ea sily sick of the monotonous
ma nner.
So, I suggest,
Renewa l a t lea st once in a
month.

23. “Clean & Fresh”
2
Application_
: Sa mp l e con te n ts i n cl u d e s th e i n si g h ts
* Sa mple renewa l for the intro pa ge of Fa cebook

24. “Clean & Fresh”
3
Application_
: Sa mp l e con te n ts i n cl u d e s th e i n si g h ts
Most of posts in the Gla sslock s fa n pa ge
a re a ll product-rela ted contents. This is
Intera ction
* Quiz
o Quiz is an effective tool for stimulating the
consumer s creative and interacting with the
consumers.
good for clea r releva nce a nd a dver tising
stra tegy. But, in socia l media ,
communica ting is more impor ta nt tha n
a dver tising the bra nd na me. Therefore, the
more consumers do not avoid the posts,
the more successful the fa n pa ge is.
Releva nce
* Uploading brand-unrelated contents sometimes
- It is OK to upload the contents unrelated to
the products or the services sometimes.
- However, the contents have to remind some
impressive feelings related to the Glasslock.
For this purpose, quiz is nice tool for
refreshing consumer s a ttention. And I will
sometimes uploa d bra nd-unrela ted posts
which ca n stimula te people s sensibility
So, I suggest,
Emotiona l post conta ining a
question.

25. “Clean & Fresh”
3
Application_
: Sa mp l e con te n ts i n cl u d e s th e i n si g h ts
* Sa mple post
It is rainy Sunday..
Hey, you, living alone man!
What do you think on a day like today?
Well…
I miss my family in my hometown.
Especially on today of all days, I want to eat bean-rice my
mom made
* Sa mple comments for the consumers
Consumer A : My mom sometimes gives dried side dishes. Glasslock is useful for containing them.
Glasslock : Wow ~! I am happy to hear that. We would try to make more useful instruments! 

26. “Clean & Fresh”
1
Application
* Sa ngria ma k ing posts.
- The plan will be helpful for interactive, entertaining, and emotional effects.
- For example, it can prevent people s avoiding because the content is practical and not an advertisement.
2
Application
* Renewa l a t lea st once in a month.
- The plan will affect the consumers emotionally.
- For example, many people these days easily get tired of advertising and a monotonous visual cannot attracts
their attentions. Therefore, the fan page s renewal at least once in a month can be helpful for refreshing their
perception of Glasslock.
3
Application
* Emotiona l post conta ining a question.
- The plan will affect the consumers emotionally.
- For example, many people these days easily get tired of advertising and a monotonous visual cannot attracts
their attentions. Therefore, the fan page s renewal at least once in a month can be helpful for refreshing their
perception of Glasslock.