prain movie fb_upload

1. Introduction

2. Analysis of client’s social media

3. Analysis of competitor’s social media

4. SWOT&INSIGHT

5. Recommendation for your clients

1. introduction

[PRAIN MOVIE] is one of movie distributing agency in Korea,

starting from distributing ‘50/50(2011)’ to ‘Blue jasmine(2013)’. And there are

two more movies which will be released up to the last month of this year. They

called themselves to ‘One Stop Solution’ rather than just ‘distributing agency’.

That’s because they cope with importation, investment, marketing of a movie

as well as distribution.

In cinema audiences’s side, it is naturally believed that the decision as like ‘which

movie do I watch’ depends on their own taste. Preference for certain actor or

director seems like the most important thing to their movie choice. Actually,

when it comes to most of items from cultural industry, the power of one’s taste

is considered more powerful than some organization’s promotion.

But, the face book marketing from [PRAIN MOVIE] shows how effectively the

external force influence to one spectator’s mind. Even though, they started to

use this tool just 2 years ago.

1. introduction


_ Cover story

They have a aesthetically designed coverstory. When you access someone’s face book

through PC, coverstory have a majority portion of whole screen. Even though it’s not based

on your rational judgement, the feeling that you can get from coverstory is important. Also,

through mobile, that is the only image that you can see at first. Both picture of some

performing actors and brand name are shows exactly the identification of them.


_ Communication tone

Posts are written in a conversational style. Using of emoticon is moderate as well. Second,

Posts are honest and have openness. They said, ‘Even though many people watched our

movie already,’ rather than ‘if you still not watched our movie,’ It seems like that there are

no oppression about attracting more and more audiences. Lastly, Posts keep deductive

structure. The object of each posts is suggested less than three lines.


_ Photo

There is the only one post which not contains

any photos, videos, links during previous a month.

(posted at Sep 29, the announcement of event)

But, they usually focus on photos as a multimedia

sources. Even when some article is linked, the

screenshot from that article or the main site

is posted too.


_ Mentioned about

Posts are regularly updated 1 or 2 posts per day. They are try to continuously

communication with their fans but not to bother them. With talking about the only movie

<Blue Jasmine> in a month, sometimes they introduce the next coming movie lightly. It’s

effective strategy to make immersive setting for just one movie.

_ Cover story

_ Communication tone

_ Photo

_ Mentioned about

So far, we are dealing with

general merits of client’s facebook.

9/15 17, 1, X 9/15 23, 2, x

9/16 12, 1, X 9/17 17, 4,X

9/17 26, X, X 9/19 22, X, 1

9/20 20, X, X 9/24 15, X, X

9/22 8, X, X (unpopular)

9/24 9, X, 2 9/24 27, 3, 1

9/26 34, 3, X (LIKE 2nd ranked)

9/26 19, X, 3 (SHARE 1st ranked)

9/29 9, 3, X 9/30 12, X, 1

10/1 37, 1, X (LIKE 1st ranked)

10/4 7, 1, X (unpopular)



10/7 34, 5, 1 (REPLY 1st ranked + LIKE 2nd ranked)

10/8 10, X, X 10/9 11, X, X

10/10 20, 1, X 10/14 20, 2, 1

10/10 29, 1, X (LIKE 3rd ranked)


_ like & posts

Like: 1717

The number of postings: 25

_ popular/unpopular posts

(date/like/reply/share: numbers)

2. Analysis of client’s social media +best posts

/ promotion about 2 of upcoming movies

in next Nov with a movie that just released.

It’s kind of fresh event: 2+1 event.

/ Through Analog way (as like collecting

three tickets), make and suggest a new

type of practice, and improve the value of

tickets which might be just useless paper.


/ Two times in Sep 17, one times in

Sep 18, 20, Schedules about movie

preview show(so-called ‘the preview

of Theraphy’) are regularly updated.

At that time, those was not opened

at the same time depended on regions,

there are a few

requests about

schedules and

they responsed

quickly.


/ By sharing two professional writer’s critic (Chio’s at Oct 10, Lee’s at Sep 26),

try to prove their work’s value. Also, scraped photos shows that the writer used

agency’s gift directly, it’s kind of review

as well. It’s attractive things with good

mode and posture.

/ Adding some response toward recent issue video by brand account is able

to interrupt fan’s newsfeed. Even it mentioned

as like ‚we will cover some story about video

someday‛, it seems like there is no connection

to brand’s consistency over all the posts.

2. Analysis of client’s social media +worst posts.

/ It suggest some information about

upcoming movie. In a glance, it looks like

well organized writing. However, poster

disclosure, behind story of making poster,

and recommendation statement, those are

too much material. Concentrate can be

difficult.


/ ‘Pure Arena’ is one of their subsidiary, restaurant. It’s about special dished

that featured in the movie. In this point, they need to balance of those two

company’s images. Because, this information seems like slightly luxurious.

For audience, it can be a burden to paid surplus thing.


Two competitors are chosen!

One of them is global movie agency which have longer history background than anyone

: The Walt Disney Studios Korea

The other one of them is Korean movie agency which ranked high awareness

: CJ entertainment

3. Analysis of competitor’s social media

/ Cover story is made by edit version of recent movie poster <Monster university>

/ In profile picture is one of main character out of movie,

and marked ‘just released’ on the bottom.

/ Events were held frequently, and the atmosphere from their fans were

generally enjoyable when they are participate.

9/27 105, 38, 2 9/27 34, 40, 2 9/24 235, 42, 26 (2nd ranked like) 9/23 140, 151, 4 (3rd ranked reply) 9/19 155, 193, 20 (2nd ranked reply) 9/19 128, 28, 13 9/18 192, 249, 34 (3rd like) (1st reply) (2nd share) 9/18 254, 50, 43 (1st like) (1st share) 9/17 167, 36, 4 9/16 41, 20, 1 9/16 46, 21, X 9/15 8, 13, X (too low like)

_ like & posts

Like: 7663




3. Analysis of competitor’s social media ‘ The Walt Disney Studios Korea ’

/ ‚Do you have any friend like Mike and Sullie?‛

by asking a short question, people not just

answer about that question (‚Yes I have‛, ‚No I

should search like that person seriously‛), but

tagged who proper one to them on their own

initiative.

In the middle of reply, someone tagged with

this ment. ‚out of courtesy, [friend’s name],

‚No, [friend’s name]‛ it’s humorous attendance.

3. Analysis of competitor’s social media +best posts.

/ The movie’s main strength is attractive

monster characters. After displaying all of

characters on one image, they asked ‚Tagged

your friend who really resembled with one of

this monster‛ In this case, they clearly asked

‚TAG!‛ Therefore, 5-10 person’s name were

tagged at once. It multiplied enjoyment and

involvement about the movie.


/ It’s exactly has a target: mother who

prepared and waited ‘the national holiday

of Korea.’ In that time, mother usually

stuck in doing house chores. Using mom’s

character, they try to deliver the message

(‚cheer up!‛) for intended target.

Clear target.


/ In previous one month, they mentioned total 6 movies.

<Kkang-cheol-i>, <conspier> are most frequently

related contents on posts. Those are 25 times,

and 9 times. It is make sence because both of them

Recently released one or soon it will be.

But, other contents which are covered <Roller coaster>,

<11’o clock>, <spy>, <Snow piercer> were confusing.

/ Also, they filled their blank with very repeatively.

The maximum of posts at a one day were

5 times. It’s considered as a cluster, actually like a banner

that web and mobile user can easily ignored.

/ Notify something for mass public. They used buzzwords

And cuttie words.

3. Analysis of competitor’s social media ‘ CJ Entertainment’

_ like & posts

Like: 50897


10/7 680, 80, 5

107 189, 3, X (10/7=5 TIMES)

10/5 75, X, X (NOT EVEN A REPLY)

10/5 84, 1, X

10/4 697, 53, 135

10/4 110, 4, X

10/4 124, 13, 1

10/3 88, 3, 2

10/3 171, 8, 1

10/3 446, 30, 2

10/2 71, 25, X (THE LOEWST LIKE)

10/2 131, 4, X

10/2 721, 938, 224 (1ST RANKED REPLY)

10/1 161, 12, X

10/1 41139, 9836, 353 (1ST RANKED LIKE)

9/30 582, 287, 321

9/30 205, 19, 2

9/30 277, 11, 49

9/27 369, 14, X

9/27 223, 6, X

9/27 135, 2, 1

9/27 225, 19, 5

9/27 308, 11, 27 (9/27=5 TIMES)

10/14 162, 5, X

10/14 221, 16, 5

10/14 951, 159, 68

10/14 356, 5, 2 (10/14 =4 TIMES)

10/11 616, 485, 545 (1ST RANKED SHARE )

10/11 179, 3, 3

10/11 179, 11, 3

10/10 193, 16, X

10/10 541, 5, 11

10/10 260, 21, 25

10/10 166, 2, 2

10/10 94, 3, 2 (10/10=5 TIMES)

10/8 300, 27, 27

10/9 296, 7, X

10/8 122, 2, X

10/8 151, 3, 1

10/7 72, 14, 1

10/7 72, 14, 1

10/7 164, 2



9/24 169, 12, 14

9/23 128, 6, X

9/18 124, 7, 2

9/17 159, 5, 11

9/16 142, 3, 1

/ This posts is the most popular one.

There are even no suggestion or

recommendation to ‚Do share‛ or ‚Do like‛,

When Ye-jin Son’s new movie poster

disclosed, over 40,000 people express

‚Like‛ this posts.

Why? Just because, She is pretty woman?

3. Analysis of competitor’s social media +popular posts.

/ This video is just for CJ entertainment’s face book fans. It’s exclusive

targeting video. The upcoming movie’s actor and actress say hello to their

fan. It’s quite basic but proper strategy. Because face book fan would feel

indicated by their stars.


/ For a teaser video, in the first line,

some word what they choose are

really cliché.

‘shocking’

‘twist’

our teaser

‘the first disclosure’

They can select more rare word to explain

their material to public.

3. Analysis of competitor’s social media +worst posts.

S: They strictly select a target who really knows about the value of watching a movie,

not just mass-audience. It can discovered through their language usage and tone. And

their posts are not repetitive. They no how can organize information orderly.

W: The number of attendance to event is too low. It means their face book page do

not have powerful power. And feedback to their fans are rare.

4. SWOT&INSIGHT

O: Contemporary cultural people used to be a professional mania to certain brand. It

means they want to see faithfulness what the brand has. They try to measure everything

involved the brand that they interest, and seek visible one.

T: But, movie industry is also profitable industry. So, their face book marketing should

be maximize their brand awareness.

4. SWOT&INSIGHT

+ Similarities: frequently held some events

- Differences: repetitiveness information

++ Insight:

Based on their own strong strength, I realize how important select a target. Their

strategy attractived even me who have been quitely avoid visiting movie theater.

Just because. They continuously talked about ‘individual’s taste’ and ‘our taste’!

‘ take some tea and get out of obsession after watching movie’,

‘not a spoiler but just a conversation about movie’,

‘having your own identification and interact with someone’

Above messages are touching whoever want to talked about ‘taste’

4. SWOT&INSIGHT

- - - Sample contents #1 - - -

Considering that lower awareness, and

relatively lower response of [Prain movie], they

should be reverse the role of events. General

events’s object is usually those who stayed in

mass and major group. The more have general

demographical factors, the easier get from

lottery. With this events, they would

demonstrate that their consideration for minor

individual.


- - - Sample contents #2 - - -

This will be good a reference that when

studied the reasons people delay to watch

a movie. So far, free ticket is limited who

said ‚I want to rush to this movie!‛ But,

Prain’s philosophy is drawing the other

side people’s story. Encourage them to do

not said ‚I want it!‛


prain movie fb_upload

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