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Techno//Marketer

Matt Dickman on emerging media, marketing, mobile, PR and everything in between


IDG Next Generation Marketing 2008 - Sean Hyun Wook Park, Head of Youtube Asia PacificYesterday

4CC2178E-2343-4B36-84D6-63788A873D83.jpgSean presented "It's all about video" to the IDG Next Generation Marketing conference. Sean heads Youtube for the APAC region.

Key Takeaways:

  • Youtube follows in a pattern similar to that of TV 50 years ago
  • YouTube's audience is distributed evenly between ages 18 and 55+ (+/- 4%)
  • The site has 22 localized versions around the world
  • Youtube growing very quickly in Korea, gaining significant market share
  • Marketing videos are moving from online to offline advertising when successful
  • The lines between advertising and content are blurring
  • Marketers need to increase awareness, affinity and advocacy and video is helping to do that
  • Video provides content that increases engagement through info-tainment using the community
  • Content loaded onto the site can be a test market for marketers
  • Authenticity is key
  • Marketers need to create, promote, scale, engage and nurture content on Youtube
  • Monitoring the conversation allows marketers to react in real time (ex. Tiger Woods walking on water, see below)
  • Ideas come from everywhere, companies need to work with consumers to drive new ideas
  • The community continues the conversation by adapting and recreating
  • Need to track all of these touch points

Tiger walks on water:

















IDG Next Generation Marketing 2008 - Kwang-Seop Sohn, Chiel WorldwideNovember 18

34A83C7A-5FB1-4AD5-AF08-54B56D985072.jpgKwang works at Chiel Worldwide in their interactive group, "the i". The presentation focused on a case study for Samsung's HAPTIC device. The Haptic looks very similar to the iPhone, but the operating system is unique.

Here is a video overview of the phone's functionality:

  • Focus of the campaign was on brand experience and contagion
  • The Haptic phone launch is very similar to the iPhone (full screen touch)
  • Phone launched with a premium image/brand and technical image
  • "first is better than better" - Samsung was not the first mover in this space
  • The touch sensor provides feedback
  • Japanese book "HAPTIC" gave the team feedback on how to approach marketing the device
  • Had to explain the haptic term through many media outlets in a way people could understand
  • Launch show made to mirror Steve Jobs keynote addresses, invited power bloggers
  • Tagline "touch and it will react" driven through ads
  • Use of celebrity to drive the "touch" focal point in ads, online, screen saver
  • Haptic blog helped to engage users, also reached out to power bloggers to get their unique and personal experiences

Samsung also created a new ad where a building transforms in to the phone. The gist of the conversation is the guy with the phone says that his phone can become anything he wants. The other guy asks him to prove it by making the building transform.


IDG Next Generation Marketing 2008 - Byung Hwi Shin, NeowizNovember 18

5F729BEA-1B67-421D-9D59-9F8429C90281.jpgByung spoke on the topic of having conversations with users in the social web. He has a long history of working with Korea's top social networking sites. His views are tempered by this experience.

Key takeaways:

  • Korean social networks are falling behind in the global view despite having a head start and being highly connected
  • Gaming is the best example of Korean companies having success overseas
  • User experience is not differentiated in Korean social networks (logo color is the only difference)
  • Competition is growing exponentially and cost is scaling as well
  • Success in Korea (10M reach) is the same as failure in the US (10M reach) so case studies here are easy to find from overseas
  • Social network framework - Content, context, user
  • Tactics see varying degrees of success because of these three factors and their presence/lack of presence
  • Focus on the users is the overall key
  • Experience-driven design is an important trend where developers and users are the same mix - this is lacking in Korea
  • The power of emotions play a key role in social web marketing
  • The return on the investment for social networks











IDG Next Generation Marketing 2008 - Sung Lee, VP MySpaceNovember 18

5D968294-ECAB-4B97-9D47-88585C69E7B0.jpgSung Lee is the VP of Operations for MySpace in Asia. Her presentation focused on the ways in which marketers should approach social network marketing.

Key takeaways:

  • Social networks are bigger than you think
  • People, brands and artists are able to create their presence on the web
  • The online experience is offline as well in the form of events, etc.
  • MySpace has 118M unique visitors with over 51% growth in the last two years
  • 12M of those users are in Asia Pacific
  • 70K videos uploaded daily
  • Self-expression, connection and discovery drive social networking
  • Driven by the "me" economy
  • Social media is redefining the marketing channels and the media mix
  • Reasons for friending brands; 29% notice of events, sales, offers / 28% recommended by a friend / 23% want to associate with them / 23% discounts, coupons, samples / 11% want to support the brand
  • Key stages of social network marketing: Create a community -> Cultivate relationships -> Build long-term CRM
  • Pass along from a peer drives 34 times the pass-through and 20 times the purchase intent versus ads on MySpace
  • Five step













IDG Next Generation Marketing 2008 - Chang-Il Choi, LG Household and HealthcareNovember 18

18CB5939-CBF9-480E-ACA3-239CD8431C17.jpgChang is on the consumer research team at LG's Household and Healthcare. He focused on product design, evolution and innovation. Internal and external forces help companies innovate.

Key takeaways:

  • Customer research in Web 2.0 is the focus of Chang's presentation
  • Creation of new products requires creative customer involvement
  • Internal customers - inner creative staff and researchers
  • External customers - expert customers and other business experts
  • This helps companies break inertia and myopia internally and to use external inertia
  • Look at current and customer competitors
  • Find competitive advantages in design, quality, ads, etc.
  • Trendspotting is necessary - possibly looking at restrictions and overcoming them
  • Cross-pollinating teams will help drive new ideation for products
  • Involving the right outside parties can help lead to more innovation where not expected - need to identify the lead users
  • Experts in other industries can help find new insights that apply
  • Darwin's theory of evolution was spawned from diversity and this is what is happening in technology today - more options let us