New Media Advertising Social media project(barcadi korea facebook) Dayoung-lee

Social Media Project
Bacardi Korea

Dayoung Lee
1012183 PR&AD. Sookmyung Women’s University

Contents
 About Bacardi
 Situation Analysis of Bacardi Korea Facebook Page
 Competitor Analysis
- Jagermeister Korea Facebook Page
- Starbucks Korea Facebook Page

 Bacardi Korea Facebook Page SWOT Analysis Content
 development to Bacardi Korea Facebook

situation analysis competitor analysis SWOT recommendation

BACARDÍ is a Worldwide
®
famous Alcohol brand, known as
Premium RUM brand
Bacardífamily has been existed
for over 150 years since
foundation in 1862

Bacardi Korea Facebook opened in 6th June, 2013
• 7,826 Likes
• 2,898 people talked about Bacardi (by tag, hashtag, mention)
• Popular at age group of 25-34 years old

situationanalysis competitor analysis SWOT recommendation ffff

Since they launched branded page on June,
their Facebook marketing has been doing okay
for 4months.
In previous 4months,
 They communicated with every consumers with replying back one by one.
But, when comments on a post increase more than 10, the manager just likes
the fans’ comment with no reply
 Usually, consumers’ likes rate 2digits per one post
 Usually post as a format of text with Photo (of own product or historical person)
 The manager post in formal language tone and classic and gentlemen manner.
But, kind and nice tone when comment back


Most Effective Post(based on likes comments/shared)
Post is Exchange relationship kind
About giving free summer gift with
sunglasses and flip-flop when
consumers comment and share the
post
Good fact is the freebie item has the
own logo on

→why?
 Promotional Freebie event
 Seasonally well fit item
 The freebie product has Bacardi
logos on. Thus, make consumers
can have Bacardi privilege with
rare item


Post is Exchange relationship kind
Again, this post is about giving freebie event by
Good point is that the bar ‘MIXOLOGY’ is being
managed under Bacardi, so the page manager can
make consumers drink own product and provide
experiencing the own bar

→why?
 Promotional Freebie event
 Chance to expensive drink for free
 Chance to visit Bar in Chengdamdong where
people usually venture when have enough
money in their pocket


This post is also promotional post on
Bacardi’s newsfeed.
When consumers click like, tag more friends
and share, Bacardi gives free-Bacardi
muddler(apparatus when making cocktail)
Good point is that the page manager is doing
one of those two-bird-one-stone solutions
through consumers as another media to carry
the news and giving own branded muddler
too.

→why?
 People like freebie
 As fans are consumer of alcohol or
cocktail, having cocktail muddler will give
them more joy
 Consumers are also
killing two birds with one stone by having
chance to taste new launched product and get
muddler


Least Popular Post(based on likes comments/shared)
설명
→why?

This post tries to communicate in interactive and
personal way with consumers

→But why?
 Even the post has keywords, it is too short to
communicate with consumers in interactive and
personal way
 Message is confusing and lack with what to ‘why
not?’
 Last sentence may seem to too smart-aleck


Least popular Post(based on likes comments/shared)
설명
→why?

This post tries to communicate in interactive way
with fans

→But why?



Too short message to communicate
Too lack to empathy with fans by their product.
So more stories being with Superior product are
required


Least popular Post(based on likes comments/shared)
This post tries to communicate in interactive and
informational way
Providing music information that might fit well when
enjoying Bacardi

→But why?





The manager posted ONLY information about
the music, artist and song
Post about music usually contain direct-linked
playing contents or video clip to listen. BUT,
Bacardi manager didn’t insight the lazy fans
Photograph doesn’t provide how the artist play
or song sounds like. So It is obvious that most
consumers don’t consume no-sound music
content by like or comment

situationsituation analysis competitor analysis SWOT recommendation
analysis competitor analysis SWOT recommendation

Jagermeister Korea Facebook Page
 Jagermeister is in same brand
category as spirituous alcohol
 Overseas product launched in korea
which is in similar product situation
as Bacardi

What is Jagermeister?
 Jagermeister is a Germany Herb
spirituous alcohol Product
 Produced and Founded since 1934

•
•
•
•

16,687 Likes
1,089 people talked about Jagermeister (by tag, hashtag, mention)
Popular at age group of 18 – 24years old
The Jagermeister page posts usually communicate in friendly and
young tone and enthusiastic, active attitude

situation analysis competitor analysis
situation analysis competitor analysis SWOT recommendation ffff
SWOT recommendation

Unexpected posts found
The manager uploads photos of a visual art-looking works(for example, symbol
of product) made of empty bottle of their product
-Freshly fun, friendly and new
-Make consumers to challenge too
-Attract fans’ interest and make them to tag
friends so more people get to enjoy and
know about Jagermeister too

SWOT recommendation

The Best Posts
Were mostly, Exchange relationship posts
 Jager Party Promotion Post was online promotion event
by encouraging fans to like and share
 Jager Camping Promotion Post was
online promotion too.
Providing camping boxes of
Jagermeister for camping to group
of Jager fans who comment and
share the post
→why?
 First of all, It is freebie event and
their value is expensive actually
 Contents are what customers can
enjoy with Jagermeister

SWOT recommendation

The Worst Posts
 Post about disclosure of online free products
They posted short and brief about free products (Computer screen saver
or calender) on their official website with kindly linked address too.

→why?
 Like other pages’ fans, the consumers of Jagermeister might be lazy to link into
the webpage and download.
 Or the page’s consumers are more interested in brand’s product or freebie
events

Post about Jagemeister on publicity
They used to post informations as second-hand format
for example, webpages.

→why?



Because people or even fans, usually are lazy to
click and move to original page to read long
description.
They should posted in direct with summary of the
news to their consumers

SWOT recommendation

Good and Bad at same time
Live video clip of making hand-made candle
in own shot glass from the Jagermeister
offline promotion club event
→why?




Video vlip was interesting enough
But, fans were not at the club event so they might not
able to feel live contact with the manager
Compared to the contents of the video, the group of
fans wer not emotional group about candle

SWOT recommendation

Similarity

Difference

Because Bacardi and Jagermeister were
alcohol brands, they have ingredients of
product or recipes of cocktails based on
own product

While Bacardi has classical and gentle
concept and images,
Jagermeister manged in young, fresh,
challenge and active concept and images

SWOT recommendation

B. Starbucks Korea
Worldwide coffee brand
• Within same product criteria with
alcohol, favorite food criteria, Starbucks
is concerned as expensive brand in
coffee brands
• Same popular age group on page as
Bacardi Korea have

•
•
•
•

242,763 Likes
14,313 people talked about Starbucks Korea (by tag, hashtag, mention)
Popular in age group of 25-34years old people
Starbucks Korea page posts communicate with consumers in friendly, kind
and feminine tone and nice, listener attitude
• Starbucks Korea page manager writes 1-2 posts per day
• Starbucks Korea page manager reply back to all customers’ comment
within that day

SWOT recommendation

Unexpected posts found
 Unexpected posts were all written by other. From that, I find out customers
and fans of Starbucks had Strong loyalty loop that they post their every single
personal stories related Starbucks on official page. 3/5 were personal stories
and others were complain or question

 Frequent posts about events/freebie promotion or notification of official
discount or coupon promotion

SWOT recommendation

The Best Posts
• Posts about Starbucks’ Official
Promotion called ‘happy Hour’ which
you can buy any beverage at half price.
Which is exchange relationship
between fan and the brand on Page

→why?
 First of all, they are about half price
coupon on spending expensive
money to drink a cup of coffee.
 Customers can save their money
instead they love Starbucks
 The coupon can be used every
Starbucks store in Korea

SWOT recommendation

The Least Posts
• Posts that attempt to communicate
fans in interactive and personally
• Announcing posts about event winners

→why?
 Too simple message to encourage
fans disclose their feeling and talk in
personal mood
 Unless customers won the
promotional event, they are only
interested in stories related the
themselves

SWOT recommendation

Similarity

 Informational posts about when new
product or beverage launch.
 Or informational posts about
ingredients and recipe of the drinks
 Interactive posts to listen consumers’
opinion on their drink product

Difference

 Even the popular target age group is same,
Starbucks posts written in friendly and cute
tone and Warm and feminine manner
 When they talks about recipe of beverage to
DIY, Starbucks’ posts have pictured process
and can feel friendly that it seems written by
manager’s personal trial while Bacardi post
just have text recipe with finished cocktail
photo

SWOT Analysis
of Bacardi Facebook Page


Strength







Brand power with 150years of long
and heavy history
Premium Rum
Product and Brand value is high
Manish image
Tons of contents or stories are available
with products and history
 High engagement on freebie event

Opportunity
 spirituous liquor brands are on trend
 Brand Facebook pages get fans easliy
when there is promotional Events
 Unexplored Facebook users are yet
opened media
 Younger age group
 Power of eWOM

SWOT

recommendation

Weakness
 Too classic and gentlemen tone and manner
 Writing tone of posting and replying is
different
 Posts feel like news report to customer
 Even the page is Korea account, most
images are Western style
 Introduction stage of PLC as branded page
on Facebook=low arareness
 Most engaged age group is silent users

Threat
 Awareness of Bacardi as alcohol Brand
 Overseas spirituous liquor brands have
Facebook pages too
 Not only branded but also personal
Facebook pages are overflowing = too
many competitors

situation analysis competitor analysis SWOT

recommendation

More Referring about Bacardi Worldwide Facebook Page

c


recommendation

Bacardi Korea Facebook Page posts should managed in :

Personal

 Even if stories are made up, post such a long personal story or diary
(about own products)
 All of products should contain story

 Personal recommendations to enjoy Bacardi
 Posts and comment must keep same communicating tone (gentle
man or kind woman) and be more friendly

Informative 

Introduction with pictures of the Place of where Bacardi created

 More active kinds of media based on sorts of text
Ex)post talking about music should contain youtube or streaming player

or direct video clip
 Behind stories of historical facts or products
 All the recipe of cocktail should include step-by-step in visualized media
 News links should contain summary and key words


recommendation

Bacardi Korea Facebook Page posts should managed in :

Interactive

 Use photos of Koreans or have Korean atmosphere
 Big and wide enough announcement to fully fill the screen of page

when new product launch or offline event start
 Mentioning fans’ name clearly when there are winners of event
 Ask more to consumers and reply to their opinion on that day

Promotional

 Launch an official offline promotion that hold once a year through
page
 Seasonal Promotions related Bacardi

 Event about Small number of people to experience Bacardi liquor and
the own bar ’MIXOLOGY’
 Enlarge target group to young people who enjoy spirituous alcohol in
bar or club
 Create events about certain cocktail after posting the recipe

New Media Advertising Social media project(barcadi korea facebook) Dayoung-lee

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