SMM 2011 K-Pop 1

이용주 , 신재환 , 박찬양 , 오승연 , 표철민

Unequal News for Global Fans

Just Push : No Spreading, No Viral effect

No Comment : Mysticism Marketing?

Abusive Postings are Raging

Being a K-Fan : Undergo Tough Standards

Facebook : Decentralized pages

Unauthorized Contents

Isolated K-Fan, No Feedback

Problems

Official page & Fan Cafe

http://girlsgeneration.smtown.com/www.girs-generation.jp/gg/category/news

http://cafe.naver.com/tmfql8967.cafe

Unequal News for Global Fans

Just Push : No Spreading, No Viral ef-fect

Just Push : No Spreading, No Viral ef-

fect

Just Push : No Spreading, No Viral ef-

fect

Translated by Google

since 2009. 1

No Comment : Mysticism Marketing?

Abusive Postingsare Raging

Being a Fan :Undergo Tough Standards

Facebook Page

http://www.facebook.com/SoNyuhShiDae.iSNSDhttp://www.facebook.com/SoNyuhShiDae.Unlimited

Decentralized

pages

Unautho-

rized Con-

tents

Isolated

K-Fan

No Feedback(Happy birthday Yoona!)

Unequal News for Global Fans

Just Push : No Spreading, No Viral effect

No Comment : mysticism marketing?

Abusive Postings are Raging

Being a K-Fan : Undergo Tough Standards

Facebook : Decentralized pages

Unauthorized Contents

Isolated K-Fan, No Feedback

Problems

Equal News for Global Fans

Spreading Event with Viral Effect

Megaphone for Girl’s generation

No More Abusive Postings

Free Admission & Information

Facebook : Centralized pages

Authorized Contents

Networked K-Fan, Feedback

Directions

So, We Will Use

Fan’s page ⇒ Official PageCooperation with So Nyuh Shi Dae (SNSD)

270,000

379,966

01/16 03/17 05/23

Real Page

Equal News for Global Fans5 hundred millions People in FB, Bilingual

Page(Kor+Eng)

Fake Page

Spreading Event with Viral EffectEvent tab ⇒ Sharing Schedule, Inviting

Fake Page

Spreading Event with Viral EffectViral Effect caused by Like · Comment · Share

Fake Page

Megaphone for Girl’s generation

Personal Handwriting in FB Page Wall, Photos

Storytelling (which is) vibrating Resonance Point

Standardizing Message’s contents, the way girl’s talk

Fake Page

No More Abusive PostingsWe can trace all of Facebook Profile

Fake Page

Free Admission & InformationClick ‘Like’, then Newsfeed, Event inviting will be

start

경쟁사 분석 – 2NE1competitors' marketing analyze

http://www.facebook.com/2NE1

Abstract - 2NE1 Facebook Pagehttp://www.facebook.com/2NE1

400,000

1,077,82

2

11/30 02/28 05/23

신곡 프로모션

팬 대상 이벤트

Event with Fans' Participation

Marketing with Naver, Produce Contents

Fun Factor : App

Collaboration with Companies

경쟁사로부터의 교훈

Non-stop ProcessPromotion ⇒ Viral Effect ⇒ Buy

Market segmentation – Step 1

Market segmentation – Step 2

- 2,000 명

- 10,000 명

Market segmentation – Step 3

Event – Dance ClipEvaluate by Like, comments ⇒ Perform with SNSD

NYU Girls

Boys' Genera-tion

GeeGee

PRSD

Fake Page

App – EverysingMy SNSD’s song on My friend’s wall

Everysing

neo-moo-neo-moo meot-jyeonoo-ni noo-ni boo-syeo

Fake Page

소녀생활

와의 연계 마케팅

Fake Marketing Proposal with ETUDE-HOUSE (Kor)

소녀들의 일상을 담은셀프사진과 함께소녀들의 고민 , 취미 ,

미용관리방법을 공유Reallity 적 요소 가미

소녀생활

30 일간의 기적

와의 공익 켐페인

Fake Public Campaign with FedEx (Kor)

소녀시대

? ?

?

? ?

?

? 기부품

30 일간의 기적

Powered by

`Fake Page

190240

1416040100

56700

153220

Our Final Target

15980

78940 146420