Preliminary presentation of digital marketing and social media opportunities in business development offices in South Korea

1. Social Media Opportunities
International Marketing Secretariat
International Trade and Investment Attraction Division
Ministry of Jobs, Tourism and Innovation

2. Agenda
Part 1:
Why is Digital Marketing Critical?
Part 2:
Integrated Marketing and Promotional Strategies
Preliminary Results from China Trade Mission
Lessons Learned
Part 3:
A Snapshot of Digital Media in Korea

3. 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

4. Objective1: Build brand reputation, awareness and professional
business 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”
Brand Ambassador
What does it look like?
”

5. Brand Awareness Brand Community

6. 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?
“

8. Get Recognized. Influence. Share Market Information.

9. Promote BC Business Advantages to Large Crowds

10. Reach Beyond Missions or Trade Show – Promote ITIA
Services

11. 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

13. PART 2
Integrated Marketing and Promotional Strategies

14. SINA Weibo – China Seafood

15. Preliminary Results from China Trade Mission
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

16. 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

17. Part 3
A Snapshot of Digital Media in
Korea

18. 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 to
the South Korea market because of mobile technology. (Reuters 2011)
 A top trend in mobile - one out of five use a smartphone in South
Korea

19. Infographic
Digital Media
&
South Korea
Burson – Marsteller
Asia Pacific Infographic
2011

20. Questions?