Newmedia prof. Jay Moon

1. Social Media Analysis
Newmedia Advertising Professor Jay Moon
1012076 Eun Jeong Kang

2. Social Media Analysis Agenda
Brand Analysis
Competitor’s Analysis
SWOT Analysis
Recommendation

3. 1
Brand Analysis
1) About Prudential life insurance company
- In 1989, Korea Prudential Insurance Company is launched by
Prudential Financial in America
- Prudential Life Insurance Company sell many life insurance about
retirement, protection, and accident, health.
- Prudential Insurance Company is one of the most famous finance
company in Korea - In 2011, Korea finance consumer federation
awarded the ‘The best life insurance company this year’

4. 1
Brand Analysis
1) About Prudential life insurance company
- One of the features of Prudential life insurance is that they think their
sales person as Financial executives. So they call their sales person
as [Life Planner]. They give consumers an advice of life financial
matters.
- [Prudential THE Club] is one of the special benefits of Prudential life
insurance. Prudential members can enjoy many movies, musicals and
Operas with special price.
- Prudential insurance do many CSR activities in order to promote their
volunteering spirits.

5. 1
Brand Analysis
2) Why I choose this brand
Facebook Like number
Best
satisfying insurance company
Ranking
Total
1
2
3
@ finance consumer federation
Why they are obviously different? Let’s start analysis of Prudential facebook page!

6. 1
Brand Analysis
3) Introduction of Brand’s Facebook fanpage
① May 2012, Prudential started to operate Facebook
page in order to communicate with many consumers
through SNS channels
② Prudential has
③ Prudential updates at least 3 times a week.
④ They connect their facebook page with official blog.
⑤ Its blog is popular to 1824 agegroup.
Prudential(KR) Facebook page
URL: https://www.facebook.com/Prudentiallife.kr
⑥ Their contents can be categorized by ‘personal’,
‘informative’, ‘promotional’ ‘Interactive’.

7. { Personal }
Prudential posts a meaningful
phrase and give some question
to think twice about that
contents.

8. 1
Brand Analysis
4) About contents - Personal
TOO OLD??
The main target of Prudential life insurance is
3560 age group, who is thinking of retirement,
welfare system. So, the contents of the page is
also for 3560 age group.
However, unexpectedly, Prudential facebook
fanpage is more popular for 1825 age group. As
a result, many people cannot agree with
Prudential personal posting.
No comments!!!

9. { Informative }
Prudential gives helpful
information to their consumer
concerning about financial
or lifestyle

10. 1
Brand Analysis
I can understand the
information that it is telling fast
and clearly !
4) About contents - Informative
Many people agree with it and shared
it.
It is boring to read the text and understand the
information carefully through the SNS channels.
However, [Prudential] makes the information
easy with pictures. It conducted survey about
retirement. Through the posting, people can
understand the result of the survey. Because it
change the result to picture, consumer can
know the information fast and easily.

11. 1
Brand Analysis
4) About contents - Informative
I don’t want to visit
Homepage!!!
Most of the Prudential insurance’s contents did not show all
information in their facebook page. Instead, they wrote the link below
of them , and tell consumers “ If you want more information, visit our
homepage!! “
Facebook page link can be one of the best marketing elements that
promote the homepage. However, in my opinion, facebook fanpage
should distinguish what to make links and what to post the valuable
contents.

12. { Promotional }
In order to increase the number
of [Like], Prudential planned
many event such as reply
events.

13. 1
Brand Analysis
4) About contents - Promotional
This event is planned when
prudential blog won the best life
insurance blog prize. Its event was
about tagging the best kindness
friend to prudential facebook and
telling their stories.
Many people participated this
event and write the letters to them.
Although it is a just simple events,
it made facebook warmfull by its
consumers.
Consumers make the stories in
the brand’s facebook fanpage!

14. 1
Brand Analysis
All events are not fun,
They are same events!!!!
4) About contents - Promotional
Prudential facebook page rarely planned the events and even, all of them are
same events concerning about ‘congratulation replying event’.
Again?
Again?

15. 1
Brand Analysis
4) About contents - Promotional
Participation rate about event is also bad, and also
participants did not have any sincerity. They write the
reply just ‘congratulation’
In my opinion, all events should not be same. Although
events appeals consumer with several rewards like ice
cream coupons, their contents should be enjoyable to
contract many participants
Although it is just simple,
Few of people participated it.

16. { Interactive }
Prudential posts a meaningful
phrase and give some question
to think twice about that
contents.

17. No interact!!!!
The fault of this facebook fan page is that manager do not interact with their consumers.
No matter how the consumer respond to the contents, manager did not reply it,
It just pressed like.

18. 1
Brand Analysis
5) Total analysis
- Trying to understand the contents easily by changing difficult
contents to pictures was very good.
TOTAL
B-
- First, although it has many Facebook fans, most of the fans did
not respond its activities.
- Second, most of its contents are concerned with their targets
who are old. However, those contents are not interesting to them.
- Third, prudential facebook page manager did not interact with its
consumer by asking to their reply.
- Fourth, it has no personal contents that consumers can be
interested and visit their facebook page constantly.

19. { Other Brand analysis }
Then what about the other brands’
Facebook fan page?

20. 2
Competitors Analysis
1) About competitors {Samsung life insurance} and {Sinhan life insurance}
- Both competitors sell similar life insurance product to same target with Prudential life insurance
- Samsung life insurance has
and updates the content 3 times a week.
- Sinhan life insurance has
and updates the contents 2 times a week.
- Both fanpage are very popular especially to 2534 age group.

21. 2
Competitors Analysis
2) Samsung life insurance
Enjoy culture contents through
the facebook!
Samsung life insurance did [Noon
Live Concert] every Thursday for
free. Facebook fanpage promoted
it before, and after doing concert,
they shared Youtube so that
people can see easy through
internet.
Samsung tried to exchange
offline to online experience
naturally. Also, online consumer
can enjoy the concert that is
related to those brand.

22. 2
Competitors Analysis
2) Samsung life insurance
Various Event that people can
enjoy!
It is boring to read the text and
understand the information
carefully through the SNS
channels. However, [Prudential]
makes the information easy with
pictures. Consumer can know the
information fast and easily.

23. 2
Competitors Analysis
2) Samsung life insurance
I can understand the
information that it is telling fast
and clearly !
Why I think its content is good is
that
Many people tagged their boy or
girl friend and tell them ‘please
make those love egg sausage.’

24. 2
Competitors Analysis
2) Samsung life insurance
It did not have any relation
with insurance and it is not
helpful information to
consumers.
- Some content of Samsun life insurance facebook
fanpage is not helpful to consumer.
- This content introduced a weird order that some
people can think it as childish.
- If I were fanpage manager, I would introduce how to
be brave to my lover such as joke.

25. 2
Competitors Analysis
2) Samsung life insurance
I can enjoy the events
and also now I know
what insurance they sell!
The best feature of Sinhan life
insurance fan page was they
planned the event concerning
about their insurance product.
The best events was make the
quiz as paper sheet test. Through
the event, consumer enjoyed
event like midterm exam.
Through this events, people can
enjoy the quiz get the gift from the
quiz, and also Sinhan can
promote their insurance products
through events.

26. 2
Competitors Analysis
2) Samsung life insurance
Too many events!!!!
Most of the contents in Sinhan was
about events. They planned too
many events in their facebook.
Even they planned events that is
not necessary to their brand.
I do not agree that it is
necessary to plan the
event with ‘sakura travel
place’
Many events can appeal many
consumers. However, in my opinion,
consumers can like the page only
for participating events so it will
make hard that brand to find
consumers who have loyalty to it.

27. 2
Competitors Analysis
2) Samsung life insurance
Communicate with the
consumers!!
Both facebook pages interact with
consumers by answering their
comments.
Every events or posting, they
communicate with their fans so that
they

28. 3
SWOT analysis
5) Total analysis
Similar point
- All facebook fanpages are trying to explain that insurance is easy and familiar to all of the consumer
Diffirent point
- Most of Samsung insurance facebook pages’ contents are interesting, culture contents.
- Most of Sinhan insurance facebook pages’ are about events of insurance.

29. 3
SWOT analysis
5) Total analysis
Strengthen
Weaken
-
-
-
Prudential insurance has Many
facebook page fans.
Prudential insurance offers many
helpful information easily.
Threaten
-
-
Competitors operated facebook page
active by planning many events,
concerts and so on.
Consumers donot participate the events
not just their rewards.
-
no interaction between consumers
and facebook manager
It does not have any attraction to first
visitors.
Opportunity
- Competitors cannot make deep
relationship with their consumers.

30. 3
SWOT analysis
6) In conclusion,
Objective
Future!!!!
30,000
In order to increase the number of facebook page fans,
First, Prudential Life insurance should maintain some concepts that people can
distinguish it with other competitors.
Second, Prudential Life insurance should be familiar with their fans by interacting
with them.
Third, it needs more enjoyable contents that people can feel interest

31. Q.
What Prudential insurance facebook
fanpage can give to consumers? }
A:
Relaxed mind

32. 4
Recommendation
1) Concept
休
Planner
Huelanner
Like [Life – Planner ] of prudential salesman, prudential insurance facebook fanpage would
give the consumers relaxed minds by several relaxing contents.

33. Recommendation
4 Personal
① Collaborating with webtoon [like Uoom-bo]
[like Uoom-bi] character Uoom-bi has positive mind
and try to make their time happy.
Post 休 diary that Prudential page
introduce meaningful poets
through webtoon 1 scene and
give the consumers relief.
URL:
http://comic.naver.com/webtoon/list.nhn?titleId=332797&n
o=109&weekday=wed

34. 4
Recommendation
Personal
② Recommend 休places where people can listen relief music or do some activities that
every people can enjoy one time a week. It can be expend to promotion event that give the
fans concert tickets.

35. 4
Recommendation
Promotional
② Make simple games that people can
know about the prudential brands
naturally after participating games.

36. 4
Recommendation
interactive
① Respond to every consumers’ comment, like they are already friends.
② Collaborate with other facebook brand pages and visit their pages so that they build
relationship : I would be the facebook friends with the brands named [위기탈출 넘버원].
It is the popular TV program in Korea. Its contents are concerned with safty.

37. Recommendation
4 informative
Prudential life insurance can offer more personal experience through the facebook fanpage.
So, consult the facebook fans randomly so that they can easily contract with their Life
Planner.
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38. Thank you: }