social media project _ 1215812 이경진

Social media project Professor-Jay moon

홍보광고학과1215812 이경진 Kyung Jin LEE

Contents

1. Introduction of Client and Product Category

2. Analysis of Client’s Social Media Page

3. Analysis of Two Competitor’s Social Media Page

4. SWOT & Insights

5. Recommendation for your client


- Inisfree is a roadshop cosmetic brand originated in Korea.

- It was born in 2000 and it became the first naturalism cosmetic brand in Korea.

- In 2005, Inisfree opened road shop in korea in earnest and is awarded Korea Well-Being Consumer Index 1st prize.

- Especially this year 2013, Inisfree Jeju house made a foray in Hongkong and Japan.

- Inisfree's symbol is happy coexistence of pure nature and healthy beauty. They want to put healthy beauty in eco-environmental bottle through Chungjung island's raw material development. - Inisfree prides that they offer eco-friendly product. More specifically, they use bottle that spurt low carbon and it can be recycled. Also they use ingredient from nature for customer’s heath.


- Inisfree uses its Facebook Fanpage to communicate with its cus-tomers and execute various event especially discount event and issu-ing coupon. - Also they introduce their new products with explanation and picture.

-Sometimes, they promote their product by posting the real review of their customer. By this, customer can obtain realistic information of the product.

-Inisfree has 155,413 likes and updates frequently at least 6 times a week. Usually they post about product but they sometimes updates post-ing for example commemorating national holiday or model Girl’s gen-eration ‘ 윤아’ s making film shot.


Inisfree mostly updated the contents that suggest consumer sharing postswith their friends or tagging their friends.

And they respond(feed back) customer’s questions. But, it is very limited to question related product.

Most of their posts arouse comparatively animated customer’s reaction.(usually ‘Likes’ over than 300.)And nearly all contents they posted are related ‘inisfree’.

They change their face book ‘cover’ periodically, suitable for circumstancefor example weather change.

And formats they use are nearly ‘context with photo’.(about 80 percentage of their posts)

They use respectful language with intimate tone.


‘Inisfree’ shows the process of making soap using nature ingredients. It is the thing that they open to the public part of perceived backstage intentionally.

Through this video, customer can see the real process of the product they use.

So, they can have faith to brand ‘Inisfree’.Moreover by adding event, ‘Inisfree’ inducecustomers to see this video that representsconfidence of their nature ingredients.

GOOD


‘Inisfree’ introduces another way to use their product.

Mineral powder is generally informedto used on skin. However, in this post-ingit can be used on hair, too. This creative and interesting postingis loved by many customers.

GOOD


‘Inisfree’ just persuade customers to go the‘Nan-ji’ camping ground. I guess inisfree Sponsered ‘Nan-ji’ camping ground. ‘Inisfree’ should deliver effective and creative manner of posting although it isn’t about their conducts.

BAD (low-accessibility)


‘Inisfree’ posted an animation.But, although I click and enlarge it, l can’t see the cartoon in detail. This contents has low visibility so customers may abondon seeing it.

BAD


Two competitors (road shop cosmetic brand)

THE FACE SHOP lauched its brand in 2003.They have been remained stable position in road shop cosmetic brands. Also they made a foray foreign countries in 2004.

ETUDE HOUSE was borned as the first make up domesticBrand. It characterizes various color and lovely design.Especially its concept is princess, even store’s staff dress is pink princess uniform. They want to actualize dreams of customers.


1.THE FACE SHOP

GOOD (best effective contents)

: They frequently hold an eventsthat suggest customer sharing and Likes. Recently, many people are participating in this event. Because benefit of this event is attracive.Through Likes and Share, contents can be exposed to enormous people who are friend with the person shar-ing and liking the contents.It can be an effect of viral market-ing.


THE FACE SHOP

BAD This content limits target who is living in Je-ju island. So there are low participation because customers who aren’t live in Je-ju Island think this contents is not relevant to them. And, they just insert a picture of sea with their product. It is not seem to have relevance. So customers may not feel interest to this contents.


THE FACE SHOP is liking their customer’srespective comments one by one.It will be shown to their customer that THE FACE SHOP reacts their participation.

Although it is small things, it shows their manner and concentration to their cus-tomer.So, It can be thing to learn.

THE FACE SHOP

GOOD


GOOD (best effective contents)

Etude posts star’s make up process video using their company’s productsimpressively.It can draw customer’s (major target-Girls) attention enough.

Etude intends “As star becomes morepretty by using Etude product, you canbe pretty also by using Etude products.”So they suggest customer to useETUDE product.

2. ETUDE


?ETUDE refines a face with no make-up newly.It can be seem a little stubborn. And they just write several sentences withblog linking. It seems like they will introduce make up process. But, In blogit just shows ETUDE’s product with no directions.

2. ETUDE

BAD


Etude arrange space that event’s prize winner’s responses are updated. Through this, ETUDE interact with their customer consistently after the event. and also by this space, Etude’s various events rev up and inspire another customer to participate events. It can be thing to learn.

ETUDE

GOOD

4. SWOT & Insights

All 3 road shop cosmetic brands post their new products promotion pe-riodically.

But, two competitors more communicate with their products and offer various format of contents than Inisfree.

Especially,‘THE FACE SHOP’ comment or react their customer one by oneand Etude also arrange room for their customer that can share infor-mation about their products.

In conclusion, compared with competitors Inisfree do less communica-tionwith their customers and even if it exists, it is just a primary communi-cation.Inisfree need to approach their customers more closely.

4. SWOT & Insights

S W

O T

Almost all people recalled Inisfree naturalism cosmetic brand.‘Inisfree’ has many follower than other competitive brands.So this is advantageous to be de-tected widely.

Most of Inisfree contents are ex-plaining and introducing the prod-ucts. Inisfree need to post contents that can be more interactive with their customer.

Many naturalism cosmetic brand are formed. So if they don’t strive to making strategy to be recognized first naturalism Brand, they can be threatened.

Inisfree’s reputation is good.Although it is a road shop brandthat is relatively cheap, lt has excellentquality. And it has many mania class.

4. SWOT & Insights

Insight Social media especially ‘Facebook’ has helped to create new paradigms.Through this investigation, I can feel that all companies give an effortto marketing their brand by social media.

They use various format of contents in Facebook Page. And although it is not aboutproducts they produce, they should consistently post contents. Because theyshould be remained in customer’s awareness.

And above likes and sharing number, company should strive to makecustomer’s action proceed buying products. (In this case buying)

Through constant interaction with customers and inspiring customer’s partic-ipationThrough FACE BOOK, gap between brand and consumer will be diminish.


Our client ‘inisfree’ posts contents periodically (about 6 times a week) but, it isn’t creative and also most of them are product promotion.

Inisfree need to post various contents especially about social is-sues that can draw customer’s attention or humor contents and daily life contents.By this, ‘inisfree’ can be exposed to customers more frequently so customerscan’t forget the brand. Like this, first step needs to be an process of enhancing recognition of brand’s existence and viral expan-sion.

Although inisfree retains many friends, their interaction is hard to be found in face book page.

Sometimes, ‘showing’ customers what they are doing is also im-portant.To show the customer that Inisfree is communicating with customers,Install room for communicating with customers.( for example Q&A , REVIEW,WISH TO INISFREE).


Inisfree tend to overusing events.( ‘LIKES’ OR ‘SHRARING’ -> give present )

But, this overusing events with no certain concept (just fetish of the number of ‘LIKES’ OR ‘SHRARING’) can take no effects.Rather, Host events of creative and effective ways.For exmple, event topic with ‘Various application products on my own style’. ( use lipgloss as eye-shadow) and select participants who utilize the product most specially and give them gift. By this, inisfree product’s various uses can be publicized.


Link blog for detail explanation of conducts.

Inisfree now posts too many contents of their conduct. Cus-tomers don’t see that long words. So first, prompt their curiosity in Facebook, and make them get more detailed information in blog.

Use story on contents.Like fiction and cartoon, post a interesting story contents and upload it one by one.The key is story must be interesting. it can be a good chance to catch standing customers.

Business

social media project _ 1215812 이경진