Recommendation for Successful “The Saem” Facebook Page

Sookmyung Women’s University

Public Relations & Advertisement 1111558 Hong Young-Soo

0. Table of Contents

1. Introduction of the Saem

2. Analysis of the Saem’s Facebook Page

3. Analysis of Competitor Brand’s Facebook Page – Innisfree

4. Analysis of Competitor’s Facebook Page – Petitzel

5. Analysis of Successful Facebook Page Event – Nescafe Greece

6. SWOT Analysis of the Saem & Insights

7. Recommendation for the Saem

1. Introduction of the Saem

The Saem is a low-priced Korean cosmetic brand that appeared in 2010. The Saem was

developed by the technology of fifty years from a major company, “Korean cosmetic”. It

means “the spring water (Saem) of beauty” that contains the wisdom of beauty. The Saem is

inspired by the beauties of nature and it is a nature-oriented global brand. The Saem’s beauty

concept as inspired by the whole nature is designated in 2013. In their official website, they

show a variety of nature ingredients such as Harakeke.

The Saem picked G-dragon as its model who is a popular singer in Korea. The Saem sells

skin care products, make-up care products, body care products and hair care products. The

Saem's popular products are Harakeke Cream Ex, Urban Eco Harakeke Toner, and Mojito

Cooling Water Mist.

2. Analysis of the Saem’s Facebook Page

The Saem started the Saem official Facebook in March, 2013. The number of people who like

their Facebook page is 4,695.

As a result of observation in previous 3 months

- The average number of marketer- generated posts is 10 per month.

- They sometimes provide feedback to their customers, but sometimes they don’t. To

be specific, marketers don’t reply the customers’ comments in the marketer-generated

posts, but they sometimes reply customer’s question in the customer-generated posts.

- Their average feedback response time is within a day.

- They usually use text+photo format, text+video format, and text+linked site format.

- The tone of posts is mainly informal.

- The three most popular marketer-generated posts are…

1. G-dragon photo which is related to prepare the Saem advertisement photo

(likes628, comment33, share42)

2. G-dragon photo with their best-selling product (likes493, comment24, share30)

3. G-dragon photo with event posts that draw 3people who wrote their own skin care

secret and provide presents in a G-dragon shopping bag. (likes353, comment154,

share20)

- Why these posts are most popular to customers?

1) Popular posts have common with G-dragon, so they like G-dragon and customer

will be the fan of G-dragon. Moreover, the picture is related to the brand

advertisement preparing process. They expose their perceived backstage of a

brand to their fans. From this, customers probably want deeper story with the

brand such as advertisement making film, NG cuts.

2) We can find the tendency that people like freebie from #3 popular posts. In

addition, in #3 posts, customers share their own beauty secret and tag their friends.

It means that customers can communicate their inner story with the brand and can

have a positive image on the brand such as more intimacy.

- The three least popular marketer-generated posts are…

1. Announcement the event winner post (likes9, comment6)

2. Giving information – the date of ‘the Saem day’ and the Saem offers 50%

discount – post with the photo (just number 50% sale); this post is deleted in

October 15, 2013. (likes24)

3. Surprise event post with the G-dragon video clip in an entertainment TV program

(not related to their brand information), and the text content is that what can be

the element that complete perfect fashion (not related to their products). (likes35,

comment7, share1)

- Why these posts are least popular to customers?

1) Only announce who is event winner is not interesting someone who did not

participated the event or who is not event winners.

2) Even though the posts provide beneficial information such as 50% discount, the

brand should have uploaded the pretty picture not just 50% sale number. The

reason why marketer have to choose pretty picture is that most of the beauty

brands’ customers are women, and they tends to like pretty and emotional things

rather than only objective number including advertisement picture. Moreover, the

more serious problem is left. The least #2 post is deleted. Although the post has

nothing more than 24 people like, marketer should not be underestimated the

customer’s attachment, especially in Facebook. As we know, Facebook can have a

greatly influence on the Facebook user, user’s acquaintances, and even someone

that user doesn’t know. If some of the Saem’s customers who like the post knew

the fact that marketer deleted the post, customers could disappoint the brand. In

addition, the customers can write that story in their private Facebook timeline and

it will be a word of mouth which will make the bad image about the brand (e.g.

the Saem ignore customer’s mind) to unknown customers.

3) #3 least popular posts is text+video format. I think this format is the problem,

because most Facebook users connected the Facebook by their mobile phone.

Hence, many people would click the video clip during the rush hour (text said

“get off working time”) in the subway and so on, where it can lead to connection

problem to watch the video. Even if customers want to communicate their brand,

the inconvenience is likely to cause them to get irritated. The text also has a

problem which provided unclear information about freebie, so people were

indifferent about the post.

3. Analysis of Competitor Brand’s Facebook Page – Innisfree

- The reason why Innisfree was chosen…

1) One of the famous eco-friendly and low–priced cosmetic Korean brands

2) Innisfree’s Facebook page has the most number of fans (155,584) in the low-priced

cosmetic market.

- As a result of observation in previous 1 month

1) Innisfree usually uploads posts every other day (more frequency rather than the Saem).

2) Marketer gives actively feedback to their customer’s each comment in the marketer-

generated posts within a day. (Unlike the Saem, Innisfree don’t allow their fans to create

customer-generated posts.)

3) They use posting formats such as text+photo format, text+video format, and

text+photo+linked site format. Especially, linked format has two types: mobile phone

user link, PC user link. (They think the inconvenience of customers.) In addition, they

had their mobile application that customers can write about their skin care problem and

if customers write posts by using their app, it will be written in their brand Facebook

page and their private timeline at the same time.

4) The tone of posts is mainly informal. Particularly, their posts always start ‘[Echo Inni

talk/news]’.

5) Their posts include a variety types of contents, not limited their product or brand

promotion. For example, their brand concept is eco-friendly cosmetic brand, so they

share the information how to protect nature such as using echo handkerchief instead of

using paper wrapping. They also informed their echo-friendly campaign ‘Collecting

empty product case’ – if customers bring the empty case to the store, customers can get

the membership points.

6) They use the opportunity appropriately. It means they create the contents, using national

holiday such as “Korean Letter Day” – they wrote Korean Letter Day by using their

product and uploaded the photo.

7) They create a web cartoon named ‘Pretty girls’ Secret’ that contains product information

with a little fun.

8) Their event winner announcement post is that not only informs winner but also provides

another opportunity to participate other event.

9) The best post is event winner announcement with sharing event their new product video

clip and giving some freebie. (Likes 1416, comments 544, share 713)

- Customers always like freebie, and they did a favor to share their video ads, so they use

the benefits of Facebook appropriately.

- In addition, the video clip is related to their ‘new’ product, so customers are likely to

curious about the product.

- They wrote the previous event winner first in front of their sharing event contents, and

it can make a positive image to their customers such as trust.

10) The worst post is a text which was written about men’s skin care product with the video

ads. (Likes113, comments7, share1)

- The reason is that men are usually unconcerned about cosmetic brand.

4. Analysis of Competitor’s Facebook Page – Petitzel

- The reason why Petitzel was chosen…

1) Petitzel’s overall posts have a number of likes, comments, and share comparing to their

total fan number (11852).

2) My client, the Saem is a nature-oriented cosmetic brand, so their main target is women

who love beautiful things and tend to have a refresh-time through the nature. In other

words, Petitzel’s concept – Women and men who need some fresh dessert in a cold-

hearted city – can have a common with the ‘the Saem’ in a same category: the healing.

3) Petitzel can be a good role-model to the ‘the Saem’ because Petitzel’s contents are well

focused on their fan’s character. For instance, most of the women like pretty picture.

- As a result of observation in previous 1 month

1) Petitzel usually posted on their facebook page 12days per month.

2) They provide feedback to their fan’s comments within a day.

3) They mainly use text+hashtags+photo, text+photo+link format. (They use hashtags,

innisfree and the Saem don’t.)

4) The tone of posts is informal, and Petitzel’s facebook marketer has a name ‘Petitzel

Master’. They write this name in their posts and the post’s language tone looks like just

chatting with intimate friends. (Using nickname is their own characteristic!)

5) They create many different kinds of pretty image contents: using national holiday such as

Thanksgiving Day’s food with their product, using movie image or magazine image with

their brand model ‘Kim Soo-hyun – he is a famous Korean actor’. These posts can arouse

fan’ s interest with their products and brand. In addition, ‘the Saem’ has also their brand

model G-dragon, who is a famous Korean singer, so this strategy can apply to our client.

Above all, Petitzel’s all posts have some connection with their product promotion. (It is a

difference between the Saem and Petitzel)

6) Petitzel’s Facebook page made a Petitzel dessert information category that contains

petitzel’s brand concept and shows their products with the photo. It seems convenient for

customers who first visit the petitzel’s facebook page.

7) Their event winner is announced on the event posts’ customers’ comments reply (kind of

feedback).

8) The best post is an event post which is a promotion of new product and freebie is not a

new brand product but popular perfumes, movie tickets, and musical tickets. (Likes 656,

comments 223, share 275)

- Marketer also wrote ‘Please welcome new product with shares and likes”. It could be a

one of the key motivators to make the popular post.

- Customers always like freebies and these offerings which I mentioned above are mainly

popular with their fans, women. Petitzel’s marketer probably aware their brand fan’s

characteristic.

- They use sophisticated photo which is appropriate for their new product promotion –

many camera flashlights their new product, and it seems like a Hollywood star in the

movie festival red carpet. Furthermore, this allows the customers who don’t like

advertising to enjoy the photo ads.

9) The worst post is a recommendation about long distance driving tips with their product

photo in Thanksgiving Day. (Likes 44, comments 10)

- Long distance driving tips and the product has less connection, so customers might be

accept as just ads.

- According to the worst post’s most comments, customers wrote their comments in their

home. In other words, driving long distance tips are not useful information to the

customers.

5. Analysis of Successful Facebook Page Event – Nescafe Greece

- The reason why I analysis this event is that it enables me to conceive a creative

recommendation to my client ‘the Saem’.

- Brief Summary: Like the facebook page, reveal the new product.

Nescafe Greece facebook cover photo displays event conducted October, 2012 ; but this

event page disappeared, and Nescafe Greece facebook page doesn’t exist now. Instead,

Nescafe Dolce Gusto Greece facebook page remained.

Nescafe Greece used their facebook timeline cover photo to increase the number of fans "

Liking" of their Facebook page by using a campaign to promote a new tin design. An image

of 30kg coffee beans in a glass tank was used as the cover photo, and each fan liked the

brand, one bean per fan was removed. Finally, the new coffee tin was revealed within only

22 hours.

http://blog.naver.com/happypanchok?Redirect=Log&logNo=100170210398

6. SWOT Analysis of the Saem & Insights

-SWOT Analysis of the Saem

1) Strengths:

The Saem’s Brand model, G-dragon has popularity to their facebook fans.

They show the customers that they use what kind of nature ingredient to make products

through their official company website.

They use various facebook posting formats such as link, text, photo, and video.

2) Weakness:

They sometimes ignore the customers’ comments, and even they delete their marketer-

generated post that includes fans’ likes.

The Saem’s concept is inspired by nature, but they don’t have any post that associated

with their nature-oriented concept. In addition, their contents of marketer-generated posts

are not diverse. Their posts are limited in just promoting their products, and brand model.

They miss the opportunity such as using national holiday like Innisfree. In the Saem’s

marketer-generated posts’ photo is not pretty comparing to the Saem’s competitor brand.

The photo looks like just trite advertising.

The number of people who likes their facebook page is lower than their competitors’.

They don’t consider consumers’ inconvenience like mobile phone link comparing to their

competitors’.

The Saem’s marketer don’t use facebook page effectively rather than their competitors.

Their competitors create many different categories such as web cartoon, product

information section.

They have a little information that can be only obtained from their facebook page.

3) Opportunities:

People who are a fan of some brands tend to want freebies through the facebook page.

Most people are aware of the importance of nature conservation, but they have a difficulty

in putting it into actions.

Two way interactions through the facebook can build a stronger relationship with their fans.

4) Threats:

The Saem’s competitors started facebook page earlier than the ‘the Saem.’

Competitors have more fans in their facebook pages.

Marketers can’t control negative words of mouth in the fan’s private facebook timeline.

If customers are not interested in the brand at the initial stage, they will not click the

“Liking” in the facebook brand page.

- Insights

Although, the concept of ‘the Saem’ is inspired by whole nature, there is no post which is

involved in the concept in their facebook page. The Saem’s marketers don’t use their

facebook page effectively. Comparing to their competitors, they need to upload more pretty

and emotional image to their customers. Above all, they should actively communicate with

their fans.

7. Recommendation for the Saem

- Marketer should response to their fans’ comments in the marketer-generated posts and

customer-generated posts. (Please do not ignore customers’ question. In facebook, we

cannot be underestimated customers’ personal words of mouth.)

- Marketer should integrate the announcement about previous event winners and the new

event announcement. Innisfree’s example can be a good role model for this. This is

attributed to the fact that only informs the event winner is not interested in other customers

except the winners. Moreover, integrated event posts will provide trust to their customers

about giving freebies.

- The Saem need more diverse contents in their facebook page not only just advertising their

products but also concerning about nature conservation comparing to their competitors.

- Comparing to their competitors, marketer should upload pretty and emotional image to

attract their customers.

- Marketer also has to consider customers’ convenience such as mobile phone link.

-The Saem also has to consider timely posting like using national holiday in order to

diversify their contents.

Considering what I mentioned above, I suggest “The Giving Tree Campaign”. The concept

of “The Giving Tree Campaign” is inspired by the Nescafe Greece Facebook cover story,

and the title of campaign is motivated by fairy tale, ‘The Giving Tree’ which is written by

Shel Silverstein, 1964. As we know, many people are aware of the importance of nature

conservation. However, it is easier said than done, so this campaign will enable the Saem’s

facebook fans to protect the nature easier.

- The Giving Tree Campaign: Like the facebook page, be in leaf, and plant trees to society.

- In order to carry out this campaign, there are four steps.

First, marketer should make a bare tree image, and changes the facebook cover photo with

it.

Second, explain the process to the facebook fans through marketer-generated posts. If each

fan likes the Saem’s page, one leaf per fan will be created. And then, if 100 leaves are

accumulated, one tree will be planted in the place which is designated by Korea Forest

Service on every Arbor Day (April, 5th

).

Third, the leaves are the same color as a variety of nature ingredient of their cosmetic

products. Therefore, marketer should create a contents about their nature ingredients and

make a color leaves. In addition, if customers show the facebook color leaves to the

manager in the off-line store, customers can obtain the same categorized freebie sample of

the products. (It is own benefits for providing to facebook fans.)

Finally, marketer changes a facebook cover regularly and uploads the photo which is

related to planting tree in Korea.