Jin air social media project

Jin Air, Fly Better in Facebook

Social Media Project

1115286 Jeong Danbi

CONTENTS

● INTRODUACTION OF JIN AIR ● JIN AIR FACEBOOK FANPAGE ● COMPETITORS OF JIN AIR ● SWOT & INSHIGHTS ● RECOMMENDATION FOR JIN AIR

Jin Air is Korean low-cost carriers, which is the affiliate of Korean Air. They launched their first domestic flight route between Gimpo-Jeju in 2008 and now they has established 12 international routes. Jin Air's vision is a premium short haul carrier. The reasonable airline price is possible to Jin Air because they enhance the core service and reduce the unnecessary service.

Who is Jin Air?

Jin Air leads to promote the Low-Carbon Green Growth in global. They launched their own eco-friendly campaign called

‘SAVe tHE AiR’ This campaign supports the United Nations Environment Programme(UNEP-an affiliate of the United Nations) and Green Cross Korea. This year, they held the ‘Green Festival’, which is the music festival as part of a campaign.

What makes Jin Air special?

Jin Air's crews are called 'Jini'. It means that they would service anything that customers want anytime and anywhere like Genie who is the magical friend of Aladdin. It is special that they wear jeans as a uniform. Jeans symbolize the youth, liberty and practical value. A practical value is related with Jin Air's motto. They could be closer to their customers by wearing casual uniform.

What makes Jin Air special?

Jin Air uses their Facebook Fanpage to communicate personally with their customers, promote their events and discounts and give them some useful information about travel destinations and flight. Their Facebook Fanpage was established in October, 2010 but it is less active that their competitors’ fanpage.

Over View of Jin Air Facebook

First Impression

Using a symbolic color on cover photo and profile picture was good, but information page is poor

JIN AIR FACEBOOK FANPAGE

17,980 likes/466 talking about this

● Posting average six times a day ● Informal tone like a woman in her twenties ● Text only or Text+photo posts


Best Content

Good: Jin Air says 'Jin morning' instead of saying hi to their fans every morning. It is interesting that they made their own unique word Posting at a particular time everyday is a good way to improve fan engagement, because fans could recognize Jin Air's existence every day. Also Jin Air recognized that one fan often comments on the Jin morning post and comments that it is glad to see you again. Frequent Responsiveness would make their fans to think that Ji n Air is friendly.


Best Content

Good: This is the behind scene of new crews of Jin Air. Sharing back stage's photos makes people to believe that Jin Air's employees are doing great even behind of customers. Also people feel special from behind photos because they can’t find them commonly.


Best Content

Good: Jin Air holds an regular event in every route anniversary. They ask facebook fans to leave a congratulation message and they said that some of fans would be invited to movie preview. This post reminds people Jin Air's route. And movie ticket is one of nice prize to get easily.


Best Content

A lot of Congratulation

messages to Jin Air!


Worst Content

Bad: This post is an example of how promotional post can be ineffective by using wrong keyword. It is about promoting a Jin Air's Application which is called 'Jini'. However, Jin Air didn't tell about how to download this application.


Worst Content

One fan of Jin Air commented that he couldn't find 'Jini app' in the app store when he searched the keyword 'Jini'. Then he found it when he searched 'Jin Air'. Jin Air should have found this searching problem before their fan pointed out it, because many people would search 'Jini' or 'Jini app' because they just said " Why don't you download Jini app?'. Also, they should give two links, one is for android user and the other is for iPhone user.


Worst Content

Bad: Jin Air uploads one photo every day. It is usually about Jin Air's destinations. However, size of these photos is too small and photo quality is bad. It is even hard to catch what they want to show.


Worst Content

Bad: These two videos are same one. Jin Air uploaded first one on Friday and second on Monday. Since they don't post on weekends, people would find same posts in a row. It is recommended to avoid same contents repeatedly because people feel boring from them easily.

COMPETITORS OF JIN AIR

179,123 likes/ 7931talking about this

135,866likes /2529talking about this

● Jeju Air: Jeju Air is the third Korean Airlines which launched their first domestic flight route in June, 2006. They established the international route for the first as a Low Cost Carrier in Korea ● Has the largest number of fans among domestic facebook airlines.

JEJU AIR

ASIANA AIRLINES

● Asiana airlines is one of Korea's two major air lines. The strength of Asiana airlines is outstanding customer service and various customized program.


Best Content

Good: Jeju air knows how to gain lots of likes and comments. First, they used a mouth watering photo of mochi chocolat. Not only just uploaded a photo, they also wrote a description about taste of mochi chocolat. It made people get interested in post.


Best Content

They also asked them a personal question. "What dessert do you want to have right now?" Last, they didn't forget to ask them to write a comment. This post has generated over 603likes and lots of personal comments.


Best Content

Good: Jeju Air held a biggest event celebrating the top of Facebook fan numbers among domestic airlines. The prize of the event was international flight tickets. Only one person could get tickets(two tickets per one person) but the prize was too attractive to skip the event.


Best Content

Jeju air asked Facebook fans to tag their friend if you want to travel with him or her. Also they asked them to leave a comment about where they want to travel. Amangingly, they got 3,096 likes and 3654 comments by this hot promotional event with strong call to action.


Best Content

Good: Every Friday, Jeju Air gave a quiz to their fans. The question was ' where is this city which is the Jeju Air's destination?'. They showed views of city as a hint for quiz and asked people to leave a right answers. The regular quiz post which needs fans' responses could enhance the fan engagement effectively


Best Content

Good: This is a good example of well-timed sharing photo. Asiana Airlines uploaded a picture of beautiful crew who wore rainbow-colored point Hanbok on the day before Chuseok holiday period. Rainbow-colored point is also Asiana Airlines’s symbolic color. People wrote holiday greeting themselves. This successive timely post gained 908likes.


Best Content

Good: Asiana Airlines consistently shares Facebook fan's impressive photo of Asiana Airlines. Most of photos attract people's attention because the quality of photo is always great. Also, Asiana Airlines can interact with fans by sharing their own photo. This is the good example of how earned media becomes own media.


Best Content

Good: This is a good example of how can same contents be different depends on posting method. Asiana Airlines uploaded photos of destination of Asiana. They not only uploaded photos but also told a story or short description about destination. Furthermore, they added a link of traveling information of destination. This method made their fans to approach to traveling information possible


Worst Content

Bad: Flight cancellation by typhoon is the unexpected but common situation. Customers could be really anxious in this situation. However, Asiana Airlines didn’t commented to customers question at all. Facebook is a good way to interact with customers quickly but Asiana Airlines made a mistake in this case.

SWAT & INSIGHT

Similarities

● All fanpages have a various kind of promotional posts. In most cases, better prizes make more people to participate in event. ● They upload a photo of destination to promote their route. Personal backstage contents gain a lot of likes mostly.

Difference

● Fanpage which has a larger number of fans than Jin Air publishes a good variety of contents. ● There are regular content depends on the day of week. ● They post a interactive content frequently. ● The quality of photo and editing skill is always perfect and all designs of post represent brand’s concept.

SWAT & INSIGHT

Unexpected Things

● Categorization makes consumer to think that is a credible information. ex) JJ특파원, JJ웹툰, JJ뮤직플라잇 ● Photos that are optimized size for facebook look better. ● Adding a accurate link on post is really important.

SWAT & INSIGHT SWAT

.

Strength ● Excellent responsiveness ● Feeling friendly

Weakness ● Poor interactive posts ● Don’t represent Jin Air’s identity well ● Less call to action

Opportunity ● A lot of source of contents(Save the air campaign, Green Market, Green Festival, Green Supporters)

Treat ● Competitors are way too good in using their Facebook fanpage.

SWAT & INSIGHT

Insight

● Jin Air’s strong point is that they are consistently responsive to fan’s comments. They response to almost fans’ comments now. This is the good way to make a loyal fan of them. ● Jin Air’s weak point is that they aren’t good at asking fans to action. Making them sharing and liking posts is the simple and easy way to expose Jin Air’s contents to people who aren’t fan of Jin Air yet. ● Jin Air’s symbolic color is green. It is related with their eco-friendly concept. However, it is hard to find their identity in Facebook fanpage. Be interactive, show your identity

and keep friendly!

RECOMMENDATION FOR JIN AIR

Recommendation

● Post interactive posts at least once a week(Quiz should be related with Jin Air) ● Ask fans to share and like posts strongly. ● Post contents about ‘SAVe tHE AiR’ campaign which is related with the Jin Air’s main concept. ● Improve the quality of photo when posting a personal contents. ● Be sure to check if there is typographical error and confirm whether there is wrong information or not before publish the post.


Sample Contents

[‘2013년 나의 잊지 못할 여행 기억’ 이벤트] 어느덧 2013년의 마지막 달, 12월의 첫째 주 월요일 입니다. 진에어는 올해에도 많은 팬 여러분들과 함께 여행을 할 수 있어서 행복했어요. ^ㅅ^ 진에어를 사랑해주신 팬 여러분들을 위해 특별한 이벤트를 진행합니다. '2013년 나의 잊지 못할 여행 기억'을 댓글로 남겨주시고 여행을 함께 했던 친구를 태깅 해주세요! 행운의 당첨자 한 분에게는 진에어가 2013년 연말을 잊지 못할 순간으로 만들 수 있도록 JW메리어트호텔 1박2일 숙박권을 드립니다! (좋아요와 공유하기를 함께 누르시면 당첨확률이 더 높아진다는 것은 센스 있는 진에어 팬 여러분들이라면 모두 알고 계시겠죠~?^ㅅ^/YJ) * 이벤트 기간: 12월 2일 (월)~ 12월 4일 (수) * 당첨자 발표: 12월 6일 (금)

1. Promotional + Interactive At the end of year, most people look back over the year. Therefore Sharing the memory of travel in this year is well-timed event. It is interactive because people not only just enter for the event but also they should tell their story. Also, Jin Air’s call to tag the friend would make the event more viral.


Sample Contents

[Green Day] SAVe tHE AiR with Jin Air 매주 수요일은 진에어와 함께 지구를 살리는 그린데이! 두근두근 설레는 휴가철이 다가옵니다. 휴가를 맞이하여 해외로 비행기를 타고 떠나시는 팬 여러분들도 많을 텐데요~ 팬 여러분들은 해외여행을 짐을 어떻게 싸는 스타일이세요? 같은 장소로 여행을 떠나도 친구가방보다 내 가방이 두 배는 더 무거운 이유는 왜죠..? 여기서 팬 여러분들이 놀랄만한 사실 하나, 장시간 비행기를 탈 때 배출되는 탄소량은 1년간 자동차를 타면서 배출하는 양과 맞먹는다는 것! 비행기에 실리는 무게와 연료 소비량은 비례 한다네요. 즉 여행 짐을 알뜰하게 꾸린다면 여행지에서 몸도 가볍고 지구를 살리는 데에도 기여를 할 수 있다는 사실! 잊지 말아주세요! 마지막으로 진에어 페이스북에서 ‘센스 있는 짐 싸기 노하우’ 확인하고 가실게요~ ^ㅅ^ 링크▶ http://bit.ly/11Jinair

2. Informative ● Regular informative posts makes people to visit the fanpage consistently. ● ‘Green Day’ category represents the Jin Air’s eco-friendly concept. ● Many people have trouble in packing a suitcase on the holiday season. So it is a timely post. ● At the end of the post, adding a link related with contents would lead people to check the other post.


Sample Contents

다가오는 크리스마스, 진에어 팬 여러분들은 어떤 계획을 세우셨나요? 진에어를 이용하시면 사진 속의 나라에서 환상적인 크리스마스를 경험할 수 있는데요~ 쇼핑과 야경,애프터눈 티로 유명한 이 곳은 어디일까요? 정답을 아신다면 지금 바로 댓글을 남겨주세요!^ㅅ^ *월/화/목/금/일 주5회 운항(3시간 40분 비행)

3. Interactive ● Quiz answer should be easy to catch. The object of quiz post is to get active response from people. ● Many people could feel interesting about destination by impressive photo. ● Quiz should be related with Jin Air’s destination.

Be interactive, show your identity and keep friendly!

Jin Air, Fly Better in Facebook

Jin air social media project

Technology

Transcript of Jin air social media project