digital marketing & social media opportunities: south korea

Social Media Opportunities

International Marketing Secretariat

International Trade and Investment Attraction Division

Ministry of Jobs, Tourism and Innovation

Agenda

Part 1: Why is Digital Marketing Critical?

Part 2: Integrated Marketing and Promotional StrategiesPreliminary Results from China Trade MissionLessons Learned

Part 3: A Snapshot of Digital Media in Korea

Why is digital marketing critical?

Creating a professional Business Social Identity helps fuse your business networking with the power of online networking and relationship-building.

Social Media is considered new media and communications that are creating a world conversation online with constant dialogue.

Search Engine Marketing increases website traffic from search engines. To be Search Engine Optimized is to appear in the top listings of all major search engines.

Open Source Platforms are free and transparent websites there is an exchange of business information and engagement

Objective1: Build brand reputation, awareness and professionalbusiness social identity Protect, expand and strengthen a new CanadaStartsHere brand by proactively engaging and listening to online conversations, identifying brand ambassadors and key companies and clients for business development and lead generation.“90% of consumers trust peer recommendations, only 14% trust ads”

“34% of Bloggers post opinions about products & brands”

What does it look like?

”

Brand Ambassador

Brand Awareness Brand Community

Objective 2: Effectively engage business and organizations online

Utilize open-source platforms to participate in conversations across social channels to establish a reputation for delivering business expertise online in real-time.

London-based social marketing agency FreshNetworks claims 40 percent of businesses around the world have successfully leveraged social platforms for new business development.

What does it look like?

“

Get Recognized. Influence. Share Market Information.

Promote BC Business Advantages to Large Crowds

Reach Beyond Missions or Trade Show – Promote ITIAServices

Objective 3: Mobile Access

Mobile technologies are increasingly how businesses reach customers and clients.

In 2010, Forbes reported 45 per cent of senior corporate executives believe a smartphone or web-enabled tablet will be their primary device for business-related use within 3 years.

What does it look like?• Customized business APPS supporting missions, events and trade shows• Adoption of APPS by TID to facilitate B2B social networking

PART 2

Integrated Marketing and Promotional Strategies

SINA Weibo – China Seafood

Integrated Marketing Messaging /booth activation at trade shows E-collateral & Social Media Search Engine Optimization / Search Engine Marketing; Google AdWords

Increased Recognition & Influence 4,748% increase in webpage visits (campaign: Oct 28-Nov 21, compared over Oct 3-27) Domestic Twitter following increased 40%, international following 13% Twitter Klout Score increased 6.41, to 43 points

Promotional outreach to extended audience via SINA Seafood blog earned 56 reads, 2 comments on B.C.’s SINA Weibo account Average of 2-3 comments, “likes” and “shares” on BC Government Facebook BC seafood video received 41 views on B.C.’s SINA Weibo account

Trade and Investment Services 1 business query on trade and investment for Latin America

Preliminary Results from China Trade Mission

Lessons Learned

1. Use established, international social media channels and designate a “community manager.”

2. Identify high value channels, ensure usability and define metrics for integration of social media outreach and central website.

3. Commit to building social media networks over the long-term to build following, trust, and relationships.

4. Attract business with business-specific content Market intelligence; breaking news Investment opportunities Trade and investment services and resources Offer free brand exposure, marketing opportunities

Part 3

A Snapshot of Digital Media in Korea

Digital Media & South Korea

South Korea is one of the most connected countries in the world with the highest internet penetration in the world (80.9%) and the fastest internet speed – 4X faster than the world average.

Top social media networks include CyWorld, Blog.me, FC2, YouTube,Twitter.

Twitter has a large impact in South Korea (44%) with active user rate two times higher than the world average (Jan2011)

Facebook, Google and other foreign competitors are making inroads tothe South Korea market because of mobile technology. (Reuters 2011)

A top trend in mobile - one out of five use a smartphone in South Korea

Infographic

Digital Media &

South Korea

Burson – Marsteller Asia Pacific Infographic 2011

Questions?