2. CONTENTS
● INTRODUACTION OF JIN AIR
● JIN AIR FACEBOOK FANPAGE
● COMPETITORS OF JIN AIR
● SWOT & INSHIGHTS
● RECOMMENDATION FOR JIN AIR
3. Who is 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.
4. What makes Jin Air special?
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.
5. 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.
6. Over View of Jin Air Facebook
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.
7. First Impression
Using a symbolic color on cover photo and profile
picture was good, but information page is poor
8. 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
9. JIN AIR FACEBOOK FANPAGE
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.
10. JIN AIR FACEBOOK FANPAGE
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.
11. JIN AIR FACEBOOK FANPAGE
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.
12. JIN AIR FACEBOOK FANPAGE
Best Content
A lot of
Congratulation
messages to Jin Air!
13. JIN AIR FACEBOOK FANPAGE
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.
14. JIN AIR FACEBOOK FANPAGE
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.
15. JIN AIR FACEBOOK FANPAGE
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.
16. JIN AIR FACEBOOK FANPAGE
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.
17. COMPETITORS OF JIN AIR
JEJU AIR
179,123 likes/ 7931talking 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.
ASIANA AIRLINES
135,866likes /2529talking about this
● Asiana airlines is one of Korea's two major air lines. The
strength of Asiana airlines is outstanding customer service
and various customized program.
18. COMPETITORS OF JIN AIR
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.
19. COMPETITORS OF JIN AIR
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.
20. COMPETITORS OF JIN AIR
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.
21. COMPETITORS OF JIN AIR
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.
22. COMPETITORS OF JIN AIR
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
23. COMPETITORS OF JIN AIR
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.
24. COMPETITORS OF JIN AIR
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.
25. COMPETITORS OF JIN AIR
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
26. COMPETITORS OF JIN AIR
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.
27. 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.
28. 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.
29. SWAT & INSIGHT
SWAT
Strength
.
Weakness
● Excellent responsiveness
● Feeling friendly
● 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.
30. 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!
31. 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.
32. RECOMMENDATION FOR JIN AIR
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 있
어서 행복했어요. ^ㅅ^ 진에어를 사랑해주신 팬 여러분들을
위해 특별한 이벤트를 진행합니다.
'2013년 나의 잊지 못할 여행 기억'을 댓글로 남겨주시고 여
행을 함께 했던 친구를 태깅 해주세요!
행운의 당첨자 한 분에게는 진에어가 2013년 연말을 잊지 못
할 순간으로 만들 수 있도록 JW메리어트호텔 1박2일 숙박권
을 드립니다!
(좋아요와 공유하기를 함께 누르시면 당첨확률이 더 높아진다
는 것은 센스 있는 진에어 팬 여러분들이라면 모두 알고 계시
겠죠~?^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.
33. RECOMMENDATION FOR JIN AIR
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 텐데
요~
팬 여러분들은 해외여행을 짐을 어떻게 싸는 스타일이세
요? 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 자동차
를 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 노
하우’ 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.
34. RECOMMENDATION FOR JIN AIR
Sample Contents
다가오는 크리스마스, 진에어 팬 여러분들은 어떤 계
획을 세우셨나요? 진에어를 이용하시면 사진 속의 나
라에서 환상적인 크리스마스를 경험할 수 있는데요~
쇼핑과 야경,애프터눈 티로 유명한 이 곳은 어디일까
요?
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.
