SMTOWN Fanpage on Facebook Observation

New Media Adver,sing • Professor Jay Moon

NGUYEN THI THU PHUONG (뉴엔티투프엉) 1112182

Public Rela9on & Adver9sing Department

Social Media Analysis

SM ENTERTAINMENT

•  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.

OVERVIEW

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

FANPAGE

THE BEST

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.

THE WORST

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.

FANPAGE IN COMPARISON _ “BIG 3”

YG ENTERTAINMENT

•  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.

Fanpage: YG-‐Family (hEps://www.facebook.com/ygfamily)

OVERVIEW

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…)

FANPAGE

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.

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.

THE BEST

THE WORST

Ø  These are all already n oK c ed i n f o rmaKon before so people did not take care to much about them. These posts had only 300 ~ 400 likes and under 20 comments

JYP ENTERTAINMENT

•  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.

Fanpage: JYPnaKon (hlps://www.facebook.com/jypnaKon)

OVERVIEW

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…)

FANPAGE

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.

THE BEST

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.

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”.

SMTOWN FANPAGE Insight & SWOT

• The growth of other company’s fanpage (YG-‐family, JYPnaKon, Cube, Shinhwa company etc…)

• 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.

• 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

• SMTOWN fanpage has many arKsts in variety fields, they have many contents which can be posted everyday

S W

T O

SWOT ANALYSIS

•  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.

Insight

•  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.

Recommenda,on

SMTOWN FANPAGE Social Media Recommenda,on

Sugges,ng sample contents: SM in Social World

1)  CelebriKes looks alike contest: SMWannabe

2)  SM photo collaboraKon events: SM in Body Symbol

3)  Quiz about SM: SM Brain

PROJECT

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…)

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)

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.

SMTOWN Fanpage on Facebook Observation

Marketing

Transcript of SMTOWN Fanpage on Facebook Observation