Social media project for hot6

CULTURE&TOURISM 1010763 BOYOUNG KIM
NEW MEDIA ADVERTISING
SOCIAL MEDIA PROJECT

• INTRODUCTION Of HOT6
• HOT6 FACEBOOK FANPAGE
• COMPETITORS OF HOT6
• HOT6 ANALYSIS & INSIGHTS
• RECOMMANDATIONS FOR HOT6

HOT6
HotSix is highly caffeinated energy drink
produced and distributed by Lotte Corporation
HotSix is launched in 3/4/2011 in Korea,
Now it is the most popular Korean energy drink
among young people and students
HotSix has sponsored Starcraft League
since 2012 season 1 and first sponsored LOL
(League Of Legend)
INTRODUCTION Of HOT6

HOT6 Facebook Fanpage
50,237 People Like and 1,907 People Talk about
4/9/2012 Facebook Fanpage Opened
Research period : 2013. January~Now (10months)
Total post during research : 341 posts
Language : Korean
HOT6 FACEBOOK FANPAGE

HOT6 Facebook Fanpage
The most popular age group : 18-24
The most popular week : May. 19. 2013
The most popular city : Seoul
1 – 46 2 – 38 3 – 45 4 – 45 5 – 39
6 – 32 7 – 41 8 – 29 9 – 19 10 - 7
The number of posts per month
Various contents
Video
Text only
Text+photo 65%
20%
10%

HOT6 FACEBOOK FANPAGE The most popular marketer-generated posts
New product launch
This was the most popular post that the
most people liked. It could be checked
the loyalty of this brand. Most of people
commented about the reaction of this
new product and shared by tagging their
friends.

Event
Event though energy
drinks might be a low-
involvement product,
this showed that it can
improve people’s
involvement of the
product by this kind of
event that people
directly participate
making a name of the
product’s character.

Hot issue
There was a hot issue that famous
hip-hop singers dissed each other by
rapping.
One of the songs name was ‘Control’,
which hotsix posted brief text about
the issue.
This made a lot of hilarious comments
changing the lyrics to the situation
that hotsix diss monster or redbull.
This shows that how Koreans are
sensitive at hot issues, so brand
sometimes can interact with people by
just good trendy post.

A bond of sympathy
Hotsix makes a lot of sympathy that people
really sympathize with posts such as asking
people ‘what kinds of smells you like’, ‘when
do you get annoyed during concentrating
something’.
This post got lots of like by making sympathy
that almost Korean men know.
Hot6 interacts with people especially by using
the case that when people get tired because
people look for an energy drink when they
have to stay up or when they are tired.

Active Event
Whenever hotsix
makes a party with a
club in Gangnam, it’s
always popular.
First reason is the
club is a hot place,
also the event is
targeting appropriate
age group who love
both energy drinks
and club.

HOT6 FACEBOOK FANPAGE Communication with fans
Hot6 communicate with their fans by always commenting.
All posts that people post on the hot6 fanpage must get
comments by hot6. They relatively comment quickly, the
latest case was 7days.

• Hot6 communicate with fans whatever their fans post.
• Hot6 often have party events (active events)
• Hot6 have good skills that people sympathize with
• Hot6 posts many events and quizzes that people can
easily participate
• Hot6 sometimes posts trendy contents.
HOT6 Facebook Fanpage’s good things
= Trendy + IntimateHOT6

HOT6 FACEBOOK FANPAGE The least popular marketer-generated posts
Trying to get sympathy by
using trendy post that doesn’t
match with a brand
This was posted when famous singer
‘busker busker’ released their new
album, but all the singer, song, the
product and character didn’t match.
Even the weather with hot6 didn’t
match each other.
This shows that the post should be
trendy but matched with the brand
and product.

Same event but…
Hot6 also had a party event in the club
in Hongdae.
The problem was the place. M2 was a
popular club few years ago, but not
anymore. Also, the age group is younger
than Gangnam.
This shows that when brands have party
events, that should be considered
appropriate target people, places and
time.

Perceived backstage that
people are not that
interested in.
Hotsix posted the behind story video
on their fanpage but it wasn’t popular.
The TVCF wasn’t that popular, so
people didn’t wonder about the
behind story.
This shows that brands don’t need to
show their all behind stories if it
wasn’t that popular.

Event that was not about Hot6
Chilsung cider and hot6 are in same line
company. Hot6 tried to inform that Chilsung’s
facebook page opened (and they are friends)
but people were not that interested in.
A brand fanpage should talk about their brand
and products. Even though it was an exchange
event, people didn’t participate much.

• Hot6 should have more active events (not just small
events or quizzes)
• Hot6 should think that if the post is matching with
their brand and image
• Hot6 should observe which one people like the most
and which one people aren’t interested in
• Hot6 shouldn’t post that isn’t about Hot6
HOT6 Facebook Fanpage’s bad things
Needs to be more
Active and Identified
HOT6

COMPETITORS OF HOT6
•First energy drink
•High distribution
•Low price
No competitiors
in national brand
No.1,2 Energy Drink Brands in the world
Red Bull & Monster

COMPETITORS OF HOT6
•Red Bull is an energy drink sold by Austrian company Red
Bull GmbH, created in 1987.
•Red Bull is the most popular energy drink in the world,
with 5.2 billion cans sold in 2012.
•The Red Bull company slogan is "Red Bull gives you
wings"[7] and the product is marketed through advertising,
events (Red Bull Air Race,Red Bull Crashed Ice), sports
team ownerships (RB Leipzig, FC Red Bull Salzburg, Red
Bull Brasil, Red Bull New York, Red Bull Racing,Scuderia
Toro Rosso), celebrity endorsements, and music, through
its record label Red Bull Records.

COMPETITORS OF HOT6
• November 15th 2007 Red Bull joined facebook fanpage
• 40,674,150 people like and 380,963 people talk about it
• The most popular age group : 18-24
• The most popular week : October 14th 2012
• The most popular city : Krung Thep Bangkok
• Research period : 2013. January~Now (10months)
• Average post per month : about 23
• Language : English, Korean
Facebook Fanpage
Video
Text only
Text+photo

COMPETITORS OF HOT6 The most popular marketer-generated posts
Unique sport in Unique place
This video shows motion art which is very
special and unique sport, and the place is
also very artistic and beautiful.
This post is matched with redbull and
redbull’s marketing. People like it because
they can watch what they can’t usually
see, so people experience vicarious
satisfaction.

Unique picture made by extreme sprots
Professional pictures by professional sportsmen
make people impressed.
Also, the pictures are very special and related in
redbull’s features.

COMPETITORS OF HOT6
Challenge, extreme sports
with Red Bull
Red Bull support a lot of challenging
extreme sports. This video is that
people challenge to make an airplane
and fly. There’s lots of video that is
just amazing. People also
commented that this is why they like
Red Bull. It improves customer’s
loyalty.
The most popular marketer-generated posts

Sports’ (Red Bull supports)
behind the scene
Red Bull not just supports extreme
sports, but shows the process of the
sports. This shows the behind scene
which includes a lot of practices before
skydiving.
It attracts people’s interest, translates to
Red Bull’s images, shows how it works
and how much it’s hard as well.

COMPETITORS OF HOT6 The least popular marketer-generated posts
Brand’s expectation
There’s a something else that people
expect from Red Bull.
They expect more dynamic, active,
sporting things.

• Monster Energy is an energy drink, launched by Monster
Corporation in 2002.
•The regular flavor comes in a black can with a green tear-
shaped M logo, implied to have been torn by the claws of a
"monster".
•The company is also known for supporting many extreme
sports events such as BMX, Motocross, skateboarding and
snowboarding, as well as eSports.
• In addition, Monster Energy promotes a number of music
bands around the world, like Asking Alexandria, The Word
Alive and Shinedown.
•There are now 34 different drinks under the Monster
umbrella in North America including its core Monster Energy
line, Java Monster, Extra Strength, Import and Rehab
COMPETITORS OF HOT6

• Aprill 20th 2008 Monster energy joined facebook fanpage.
• 23,640,840 people like and 148,081 people talk about it
• The most popular age group : 18-24
• The most popular week : October 7th 2012
• The most popular city : Distrito Federal Mexico City
• Research period : 2013. January~Now (10months)
• Average post per month : about 19
• Language : English, Korean
Facebook Fanpage
COMPETITORS OF HOT6
Video
Text only
Text+photo

Motor sports that monster supports
Monster energy supports many kinds of sports.
Especially motor sports which match with Monster brand.
Racing became one of the Monster’s representative sport.

COMPETITORS OF HOT6
Sometimes it depends what sports are
The most popular marketer-generated posts

Behind scene of
motor sports
This photo can
satisfy not only
Monster’s fans But
also Racing big
fans.

The importance of
artist
Monster also supports
lots of music bands, but
this post shows the
power of stars. What if
the star was G-dragon
or EXO?
Brand should think
influence of stars as well
as matching stars with
the brand.

Racing girls are popular in a racing game, but Monster’s
fanpage fans are more enthusiastic about sport’s self.

HOT6 ANALYSIS & INSIGHTS Compare to Red Bull & Monster energy
HOT6
•Masculine+Feminine
•Youang ge group
•‘Youth’
•Mainly exchange
•Mainly interactive
•Mainly event
•Sponsoring esprts
•Trendy
RED BULL
•Masculine+Feminine
•Young + Older
•‘Wings’
•Mainly communal
•Mainly one way
•Mainly extreme sports
•Sponsoring many
sports team, music
industry.
•Identified
MONSTER
•Masculine
•Young age group
•‘Monster’
•Mainly communal
•Mainly one way
•Mainly motor sports
•Sponsoring many
sports team, music
bands
•Identified
Brand + Facebook Fanpage Analysis

HOT6
• COMMUNAL 30%
• EXCHANGE 70%
RED BULL
• COMMUNAL 82%
• EXCHANGE 18%
MONSTER ENERGY
• COMMUNAL 85%
• EXCHANGE 15%
HOT6 ANALYSIS & INSIGHTS Compare to Red Bull & Monster energy
•Exclusive contents
•Show my support
•Fun & Entertainment
•Discounts & Promotions
•Get freebie
•Fun & Entertainment
•Exclusive contents
•Show my support
•Stay informed
Motivations for “Liking”

HOT6 ANALYSIS & INSIGHTS SWOT
HOT6
S W
O T
Brand SWOT
•First energy drink in Korea
•High distribution
•Lower price
•Included healthy ingredients
•Limited in Korea
•Weaker effect than competitors
•Just 3 flavors
•Short history
•Relaxation of regulation
exportation and importation
•Many other energy drink’s try
to position (vita500, burn..)
•Low involvement product
•No1. in Korea
•Increased needs for
energy drinks
•Changed perception of
energy drinks

HOT6 ANALYSIS & INSIGHTS SWOT
HOT6
S W
O T
Fanpage SWOT
•Sensitive at hot issues
•Interactive with fans
•High participation in young
age group
•Form a social consensus
•Small events
•Less dynamic, active
•Less video contents
•Not identified
•People like humorous and
trendy contents
•People increase loyalty by
communicating with brands
•High interest of game
industry
•Too much energy drink’s
facebook fanpage
•Various and big scale
events in others

HOT6 ANALYSIS & INSIGHTS
HOT6 Insights
1. Be more intimate with fans like a friend
2. Be a trend setter
3. Make more dynamic sports events
4. Show the sponsor of LOL
TRENDY + INTIMATE
NEED TO BE MORE ACTIVE AND IDENTIFIED

+
RECOMMENDATIONS FOR HOT6
ROAD MOVIES FOR TARGETED PEOPLE
 Be more intimate with fans like a friend + Be a trend setter
ROAD MOVIES
is an application for making a video.
People can make a video, edit and
even can put BGM.
I suggest that HOT6 fanpage
make an event that people can
participate making a road movie
for targeted people who need
HOT6 such as students, officers,
athletes and people who were
enjoying clubbing.
It will be fun and trendy.
Customer might start exchange
reason first but it will improve
brand loyalty by participating.

VITALIZE SPONSER OF
VARIOUS SPORTS
 make more dynamic and active
sports events
This post just says that when baseball
game gets boring, drink HOT6.
I recommend that not just saying but
also giving in the real stadium.
Korean especially like baseball, soccer.
Volleyball is getting popular as well.
Posting the real game spot would get
lots of people’s sympathy and
involvement.

 show the sopnsor of LOL
USE THE POPULARITY OF
LEAGUE OF LEGENDS
LOL is a very popular game among
Korean guys.
HOT6 is initially sponsoring LOL, but I
found that facebook fanpge is not
using that effectively.
If HOT6 fanpage use the popularity of
this game, more fans of LOL will
translate their loyalty to HOT6 and
HOT6 will probably get more likes.

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