Global Online Branding in Eglish

Push to Pull

P bli h C t tPublish Content

Brand Become Media

Media ShiftMedia ShiftMedia ShiftMedia Shift

Both B2C/B2B consumers

&& users

shift to Internet

Internet UsersInternet UsersInternet UsersInternet Users Internet swell to 1.46 billion users

31.35% Up

Source：www.InternetWorldStats.com

Internet PenetrationInternet Penetration22% : Worldwide penetration Internet PenetrationInternet Penetration

Source：www.InternetWorldStats.com

Internet Penetration Internet Penetration --22Average Internet penetration in OECD is more than 60%

Source：www.InternetWorldStats.com

* Red bar denote more than 70% penetration.

USA USA -- 11USUSNewspaper circulation & Network/Local TV viewership down, Cable TV stagnant

Source：Journalism.org The State of the News Media 2008

USA USA -- 22News magazine readers growing older, Radio reach dip, Hispanic Newspaper circulation down, while online users up

Source：Journalism.org The State of the News Media 2008

EuropeEuropeNewspaper circulation in UK/Germany/France down. Magazine Ad revenue down.Increasing Internet users since 2000 gave huge impact on print media.

UK Newspaper circulation Germany Newspaper circulation French Newspaper circulation

UK Magazine Ad revenue Germany Magazine Ad revenue French Magazine Ad revenueg y g g

Source：European Commission Task Force on Co-ordination of Media Affairs 2006-2007

USUS--Internet ReachInternet ReachUSUS Internet ReachInternet ReachInternet reach exceed TV in the morning and early evening

Source：comScore, Inc.

USUS--Internet UsageInternet Usage OUSUS Internet UsageInternet Usage OExcluding work usage, Internet hold 17% of media consumption D

Source：comScore, Inc.

EuropeEurope--Internet Usage + InfluenceInternet Usage + InfluenceMedia time of Intern in UK/Germany second to TV, in France Top, Influence of Internet come to Top in 3 countries.

Source：Harris Interactive / Fleishman-Hilliard Digital Influence Index

Europe Europe ––Other media Usage + InfluenceOther media Usage + InfluenceOther media Usage + InfluenceOther media Usage + InfluenceTime spent in other media and influence lessened. お

Source：Harris Interactive / Fleishman-Hillard Digital Influence Index

Internet spread all over,Internet spread all over,lessen other media consumptionlessen other media consumptionlessen other media consumptionlessen other media consumptionand impact on purchase decision,and impact on purchase decision,

so thatso that

US Online AdUS Online AdUS Online AdUS Online AdInternet Ad revenue increased more than 20% each year

7.6%*

3 7%

4.7%5.9%

3%3.7%

Share of Ad

+26%+35%+30%+32%+22% %35%30%3 %%

Source: IAB.org * Ad Age 「100 Leading National Advertisers」

US Online AdUS Online Ad OIncrease of Online ad exceed other media i

Online took only 13 years to reach $20 Billion.

Source：comScore, Inc. Source：Marketing & Media Ecosystem 2010 (ANA, IAB, AAAA, Booz | Allen | Hamilton)

Europe Online Ad Europe Online Ad kShare of Online Ad revenue greater than US P

Europe Online Ad market may pass US in 2010 O

• €11.2 billion in total• 40% up（US:€14. billion, 26%up）• Ad spend of Europe may pass US in

2010.• UK: ￡2.8 billion, 38% up

2005:7.8% (share of ad spend)2006 11 4% (ditt )2006:11.4% (ditto)2007:15.3% (ditto)

Source : IABEuropeOnline

EEven conservativeconservative

Big Brands like

MS and GMMS and GM：：Shift budget to Online

MS shift budget to OnlineMS shift budget to Online(Ad budget was $912 million in 2006 and online was $82 million, 8.9％)

Budget of B2B campaign for “Heroes Happen Here/The Heroes Happen Here/The Server Unleashed” is $150 millionServer Unleashed” is $150 million

Significant portion is Online + IT magazineSignificant portion is Online + IT magazineNo TV adNo TV adNo TV adNo TV adMS intends to shift at least half its marketing MS intends to shift at least half its marketing budget to online in the next two yearsbudget to online in the next two years

GM will shift half of $300 million ad budgetfrom TV and print to digital and direct consumer channel in 3 years. y

* Korean Hyundai will double online ad b dget as ell

Source : BtoB Online 2008/3/10 http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080310/FREE/188104495/1109/rss02&rssfeed=rss02

budget as well.

Source：Adage 2008/3/18

US Online Ad forecastUS Online Ad forecast eMarketereMarketerUS Online Ad forecastUS Online Ad forecast：：eMarketereMarketerEven though slightly lowered, eMarketer estimate 10% - 20% > increase each year.In 2013 Online ad spending will be doubled from 2008.

Source：eMarketer 2008/8/13 http://www.emarketer.com/Article.aspx?id=1006477&src=article1_newsltr

Internet usersOECD

700 million (48%)Internet users explode to1.46 billion

Penetration 22%

700 million (48%) Penetration 60% Power of TV,

Newspaper,Magazine, Radio

lessenedlessenedBig impact on

purchase decision(UK, Germany,

F )

Both MS and GM will shift to online

Internet usage increase while other media

d

France)Online Ad revenue increase:USA ($20 billion in 13 years)

Europe (10%+ share in 7 countries), decrease UK (15.3%)

Media ShiftMedia ShiftInternet have greatest power

Internet is where Consumers and users gather now.Media shift is very clear and online ad revenue continue to increase.

Now, Internet shift from Web 1.0 to Web 2.0

Web 2.0Web 2.0Web 2.0Web 2.0

St R l tiStormy Revolutionhttp://www.flickr.com/photos/pingnews/493761196/

Creative Commons – Attribution Share Alike LicenseDavid Shapinsky

Most marketers use legacy mass media and/or Web 1 0 as a broadcast platformWeb 1.0 as a broadcast platform.

They use it to pushThey use it to pushand shoutand shoutand shout.and shout.

Sometimes that works.

http://www.slideshare.net/mattanium/the-future-of-advertising-313836

But,a day when marketersuse Internet as a platform pushingas a platform pushing message and information as legacy mass mediag y

is over.

http://www.slideshare.net/nschock/web-20-and-the-online-conversation

Web 1.0 →Web 1.0 → Web 2.0Web 1.0 → Web 1.0 → Web 2.0Since middle of 2005 Web 2.0 sites pass reach of mass media web site, and gap have been getting wider.

Source：Alexaholic.com Note : Alexaholic.com have ceased to exist.

475 million (active users, 16-54 years) Web 2.0 Space SizeWeb 2.0 Space Size346

million view Blog

184 illi

248 million

uploaded h

394 million viewed video

303 million

184 million started own

Blog

photo

share video

183 million uploaded video

215 million downloaded

Podcast

160 million Podcastreceive RSS feed216 million

downloaded video Podcast

SocialBookmarking

272 million haveSNS profile

Source: Universal McCann Comparative Study on Social Media Trends April 2008

Many applications, service, toolsMany applications, service, toolsContent sharing, collaboration, tagging, recommendation, rating and etc.

Social Media put Consumers in control of the conversation

E iE i

control of the conversation.Power shift in addition to Media shift.

Every consumer is Every consumer is ……

…… a publishera publisher ……a DJa DJ ……an expertan expert ……a broadcastera broadcaster ……a critica critic

……an editoran editor ……a networka network ……syndicatedsyndicated

http://www.slideshare.net/nschock/web-20-and-the-online-conversation

Web 2.0 ＝ Social MediaWeb 2.0 Social MediaO f hi t ti i tiMedia structure changed from mass media

to social mediaOne way of pushing message to participating, sharing, conversational and interactive media.Consumer & Users make Media.

Legacy mass media Social mediaSpace defined by Media Owner

Brand in controlOne way / Delivering a message

Repeating the message

Space defined by ConsumerConsumer in controlTwo way / Being a part of a conversationAdopting the message / betaRepeating the message

Focused on the brandEntertaining

Company created content

Adopting the message / betaFocused on the consumer / Adding valueInfluencing, involvingUser created content / Co-creation

http://www.flickr.com/photos/pingnews/493761196/Creative Commons – Attribution Share Alike License

David Shapinskyhttp://www.slideshare.net/neilperkin/whats-next-iAn-media

Web 2.0 spread Not only Web 2.0 spread Not only B2C, but also B2C, but also B2B

IT decision makers consume social media for 4 hoursIT decision makers trust UGC more than mass media and corp. web

90% of B2B buyers view online video

63% of B2B buyers view online video for business and technology informationand technology information

80% of B2B buyers read Blog

70% of B2B buyers recommend Blog to co-workers and colleagues

Blog influenced IT purchase decision of 53% of B2B buyers

69% of B2B buyers have visited SNS

Source： ITtoolbox/PJA IT Social Media Index Wave I & II, Knowledgestorm / Universal McCann Emerging Media Series

Web 2.0 tools companies count Web 2.0 tools companies count ACompanies are adopting Web 2.0 tools for broader business practice P

Source：McKinsey Building the Web 2.0 Enterprise

世界的なグローバル企業の51%が導入Global companies adopting

世界的なグ バル企業の51%が導入

Web 2.0 tools most

Source：Forrester Research “Groundswell Web 2.0”

Mass Media adopting Web 2.0Mass Media adopting Web 2.0p gp gBlog, YouTube, Facebook, mobile, LinkedIn, embedding video, user comment, etc.

2006 Current

Web 2.0Web 2.0eb 0eb 0

Yes, Web 2.0.Web 2.0 control engagement.Welcome to Web 2 0 worldWelcome to Web 2.0 world.

Web 2.0Web 2.0 Big impact on media scene and marketingWeb 2.0Web 2.0 Big impact on media scene and marketing

Big change in Media structureBig change in Media structureBig change in Media structureBig change in Media structureFrom brands & mass media To consumers & users publishing contentConsumer & users become mediaOpen information sharing conversation and engagementOpen information sharing, conversation and engagement

Consumers in controlConsumers in control

Mass media adopting Web 2.0Mass media adopting Web 2.0

Big impact on companies Big impact on companies Web 2.0 spreading to B2C and B2B

Web 2 0 spreading to global companiesWeb 2.0 spreading to global companies

Web 2 0 leading to Marketing 2 0Web 2 0 leading to Marketing 2 0Web 2.0 leading to Marketing 2.0Web 2.0 leading to Marketing 2.0http://www.flickr.com/photos/kieranlynam/413096058/

CC Attribution LicenseKieran Lynam

Kodak, Dell, Sun : Blog MarketingAppoint Chief blogger Open conversation with users & investorsAppoint Chief blogger, Open conversation with users & investors, CEO + 4,300 > bloggers

HP, IBM : YouTube MarketingHP, IBM : YouTube MarketingOn demand video Utilizing content sharing tool of YouTube

HP running YouTube channel of “What do IBM WebSphere educate / train companies for

On demand video, Utilizing content sharing tool of YouTubeSpreading exposure to the world

HP running YouTube channel of What do you have to say?”

p pSOA.

http://www.youtube.com/user/HPWhatdoyouhavetosay

Amex, Visa : Forum & SNS

Amex :Amex : Visa :Visa :Open Forum sharing ideas and advice from experts, providing various resources and services such as financial monitoring, i i h fl d t tti f

Providing application of exchanging Providing application of exchanging ideas, contacting suppliers for SMB at ideas, contacting suppliers for SMB at Facebook, enabling to access articles of WSJ and video by Entrepreneur com Moreimproving cash flow and cost cutting for

members. WSJ and video by Entrepreneur.com. More than 100,000 companies participate in US. (Planning for UK)

http://www.facebook.com/apps/application.php?id=24249628048&ref=shttp://www.openforum.com/index.jspa

Cisco, Motorola, Xerox :Cisco, Motorola, Xerox :IT Briefing Center

Analyst briefing and Custom Webcast with lead generation i B2B ifi

Brands expand content channel and touch point for qualified users

via B2B specific channel

Marketing 2.0 Big Change 1Marketing 2.0 Big Change 1

Push to PullPush to PullProduct Centric to Consumer CentricDirect conversation with consumers via Web 2.0Increase online touch points

http://www.slideshare.net/kimster2000/marketing-20-presentation

pPromoting engagement, user feed back, user insights and collaboration

Marketing 2.0 Big Change 2Brands

Publishing ContentBrands create and publish contentBrands create and publish contentExpose content via Web 2.0, promote sharing and re-exposing content

Brand’s becoming Mediahttp://www.slideshare.net/kimster2000/marketing-20-presentationhttp://www.flickr.com/photos/paytonc/483421253/

Brand s becoming MediaMass media position as message channel fall

Thisleadsleadstoto…..

The end The end ofofof of

AdvertisingAdvertisingggas as

we know itwe know itwe know itwe know it

The next 5 years will hold more change for the advertising industry than the previous 50 did.

E d lf li tEmpowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked. Traditional

d ti i l b d tadvertising players – broadcasters, distributors and advertising agencies – may get squeezed unless they can successfully implement consumer, business mode and b i d i i ti

Source：IBM Global Business Service “The end of advertising as we know it.”

business design innovation.

The Future of AdvertisingThe Future of AdvertisingTalking to ad executives one gets the sense that few know how toTalking to ad executives, one gets the sense that few know how to cope even with the changes to the media landscape that have already happened, let alone the ones that are still to come. Simply put, the concept of mass media has ended. It is less clear what will replace it and how advertising will play a rolewill replace it and how advertising will play a role.

By Media shift + Web 2.0 + Marketing 2.0By Media shift + Web 2.0 + Marketing 2.0

Advertising is in theAdvertising is in theAdvertising is in the Advertising is in the stage of greatest changestage of greatest change

Source：The State of News Media 2008 http://stateofthemedia.org/2008/narrative_special_advertising.php?media=13

stage of greatest changestage of greatest change

B thBy the way,Do you know?

Online ad on ArsTechnica or NYTimes can be i d f Jviewed from Japan

Online ad on Businessweek or TechCrunch can b f Jbe seen from Japan

It’s beca seIt’s because

without geo-Targetingg g gany ad can be seen from anywhere.(Geo-Targeting require premium charge of 15 to 30%)( g g q p g )

This meansCourtesy: NASA / Goddard Space Flight Center

This means…

More than half of audience of US Web More than half of audience of US Web sites is from abroadsites is from abroadnot only top Web sites, but also business, IT and SNS sites as well

http://online.wsj.com/article/SB121563492172840249.html?mod=dist_smartbrief

IT Blog, business SNS as wellIT Blog, business SNS as well30% - 80% of UV is non-US

Online ad spread overseas together with content

UV = Unique Visitor

Source：Alexa.com

UV = Unique Visitor

General, business, Finance, PC General, business, Finance, PC site as well site as well 20% - 70% of UV is non-US, Online ad spread overseas together with content

UV = Unique Visitor

Source：Alexa.com

UV = Unique Visitor

R iReason issimplep

Lingua Franca power of EnglishLingua Franca power of Englishg p gg p gIt’s quite natural as people in many countries speak English.

China :According to People’s Daily OnlineMarch 31, 2006, th b t 300 illi lthere are about 300 million people learning English language in China, accounting for one-fourth of the

t ' t t l l ti Acountry's total population. Among them more than 100 million are students, from primary school to university. The English-learning

l ti i th t illpopulation in the country will surpass the total population whose mother language is English

J 17 2008June 17, 2008More than 1 million people took the IELTS last year, making it the world's most popular English l t t

Source : English Next、 British Council 2006

language test.

Source : People’s Daily Online http://english.peopledaily.com.cn/200603/31/eng20060331_254924.html http://english.people.com.cn/90001/6431203.html

US companies intend to US companies intend to advertise advertise domesticallydomestically, , but but spread exposure spread exposure globallygloballygloballyglobally..

1) Who access US Web/Blog/SNS site?2) Eff t f di li d l b ll ?2) Effect of spreading online ad globally?

1) Who access from abroad?1) Who access from abroad?1) Who access from abroad?1) Who access from abroad?They are

They access US Web/Blog/SNS sites for latest news and information even though they are not English,

Early Adopters and Influencerswho need latest news and information of US politics economy finance about internet

so that …politics, economy, finance, about internet, software, white paper, case study, music, video, PC for own business and personal interest.

http://en.wikipedia.org/wiki/Image:DiffusionOfInnovation.png

Traffic of niche Blog site like BrandingStrategyInsider come from all

over the world as it’s in Ad Age’s Power 150 blog and provide insights news and150 blog and provide insights, news and

information Early adopters need.

Traffic to BrandingStrategyInsider.com ：Largest red dot indicate more than 1,000 visits.

Among early adopters and influencers accessing US Web/Blog/SNS sitesaccessing US Web/Blog/SNS sites, what are top bloggers in non English country doing?doing?

TopTop German Blog

h // d h bl h d /i d h lhttp://www.deutscheblogcharts.de/index.html

Posts of BasicThinkingBlog cover, refer & translatePosts of BasicThinkingBlog cover, refer & translateTechCrunch, ArsTechnica, ReadWriteWeb, TechMeme, GigaOM, NYT, BusinessWeek, Guardian, FT, TimesOnline, Reuters and so on., and publish content to domestic users. , , pAlso SaaS, SalesForce, SAP, WSJ, Ad Age, LinkedIn are covered.

Top Top ppFrench French

BlBlBlogBloghttp://www.ft.com/cms/s/0/87706c4e-57be-11db-be9f-

Posts of Loic Le Meur Blog cover refer & translatePosts of Loic Le Meur Blog cover refer & translate

57be 11db be9f0000779e2340.html?nclick_check=1

Posts of Loic Le Meur Blog cover, refer & translatePosts of Loic Le Meur Blog cover, refer & translateTechCrunch, ArsTechnica, ReadWriteWeb, TechMeme, GigaOM, NYT, BusinessWeek, Guardian, FT, Reuters and so on as BasicThinkingBlog, and publish content to domestic users.

Not only BasicThinking and Loic Le Meur but alsoNot only BasicThinking and Loic Le Meur but alsoNot only BasicThinking and Loic Le Meur, but also Not only BasicThinking and Loic Le Meur, but also every early adopters and influencers bring back every early adopters and influencers bring back

content from US/English sites and publish/translatecontent from US/English sites and publish/translatecontent from US/English sites and publish/translate content from US/English sites and publish/translate them in their own countries.them in their own countries.

IT, Internet, Online Ad, Game, Software, PC and many other blog sites in Japan are full of US content.

And, users who read content of early adopters write , y pWeb/Blog/SNS content,

link to them, share content with friends and colleagues., gAs a result, content spread all over,

Online ad exposure spread all over as well.p p

http://www.flickr.com/photos/maxterrulz/1529184389/in/set-72157603968489307/http://www.flickr.com/photos/aussiegall/297237720/

22--1) Impact of online ad exposure 1) Impact of online ad exposure spilling overspilling overspilling overspilling over

US domestic brands + Foreign sales subsidiaries VS. US Global brands

US Domestic brands Big waste of Online ad

TV, Print, OOH Etc

Online Ad, Content

gimpressions

Brand exposure outside of

Foreign sales subsidiaries in USA

OOH, Etc. Content pUSA is nothing but waste of ad budget

Early adoptersUS Internet users y p13.5 % (197 million)215 million

No responsibility and No budget for Brand Internet usersawareness and Brand building in countries other than USA

1,460 million

22--2) Impact of online ad exposure 2) Impact of online ad exposure ) p p) p pspilling overspilling overUS domestic brands + Foreign sales subsidiaries VS. US Global brandsg

WOM, TEL, B d A &

US global brandsEmail,

Face to FaceBrand Awareness &Brand BuildingWorldwide

sales opportunity

g

TV, Print, OOH Etc

Online Ad, Content opportunity

availableOOH, Etc. Content

Early adoptersUS Internet users

Increase Worldwide

y p13.5 % (197 million)215 million

Internet usersWorldwide Brand Awareness

1,460 million

Early adopters and influencers in the worldUS E li h W b/Bl /SNS/ id itaccess US or English Web/Blog/SNS/video sites

as well as company web sitefor their business and personal interestas they understand English.y g

They are exposed to overwhelming online ad as well asonline ad as well as

content company created http://www.flickr.com/photos/good-karma/1362273975/

US global brands are un-intentionallyachieving brand awareness

to the early adopters and influencers y pin the world.

And the effect of brand awareness spread to domestic users of each countrydomestic users of each country,

and brand awareness is building up.http://www.flickr.com/photos/mesample/453226792/

Exposure on US sites pspill over to the world

But Japanese and non-US global companies lack brand exposure incompanies lack brand exposure in US sites, online exposure gap with US

http://www.slideshare.net/montymetzger/marketing-innovation

online exposure gap with US counterpart will widen.

1stQuestionQuestion

Who’s in charge ofWho s in charge ofthis spillover p

and Gl b l O li B di ?Global Online Branding?

Branch office?Affiliate?

S b idi ?Subsidiary?

or

HQ?HQ?

OnlyOnly if

HQQtook

initiative ofof

Global BrandingMedia Shift

W b 2 0

Global BrandingWeb 2.0

Marketing 2.0

SpilloverSpillover

http://flickr.com/photos/aussiegall/759309122/

HoweverHoweverHowever,However,

Japanese and non-US companies / Brands are not Social, Innovative, nor Interactive. Both B2C and B2B brands lose opportunity to reach worldwide userslose opportunity to reach worldwide users who are migrating to Web 2.0 and further to 3.0.

With current situation that US brand exposure keepWith current situation that US brand exposure keep spilling over to the world, value of Japanese and non-US Brands will fall off.http://www.flickr.com/photos/fxp/494636811/

CC Attribution-NoDerivs LicenseFelix

2 d2ndQuestion

While US content and online ad exposure spill

t th ldover to the world,

http://www.flickr.com/photos/claudio_ar/2211531885/

and while early adopters and y pinfluencers are spreading

t t d B d ld idcontent and Brands worldwide,

http://flickr.com/photos/hobo_pd/33423918/

with out-dated strategy gyand means

http://www.flickr.com/photos/bilg/91927634/CC Attribution-NoDerivs License

William Gantz

how can you reach and engage with y g gconsumers and users of B2C/B2B atW b 2 0 b d hWeb 2.0 space or beyond where they are?they are?

http://www.flickr.com/photos/dankamminga/17580365/CC Attribution License

Dan Kamminga

Best is to learnto learnFrom

ForerunnersForerunners

Cisco：Human Network5 million visitors annually (80% new visitor)

Target audience awareness up 80%

http://www.cisco.com/web/thehumannetwork/index.htmlhttp://www.btobonline.com/apps/pbcs.dll/article?AID=/20080407/FREE/39122686/1109/ISSUENEWS

OracleMarketing budget was 5% 10 years ago, now 1.7% of g g y grevenue.Online ad budget is 36%, OOH 29%, print 9%.Attendees of events increased by 10% in 2008, won deal linked to event was 56% average deal size was up 149%linked to event was 56%, average deal size was up 149%. Number of forum increased 22%, with 94% more posting.

Judith Sim senior VP CMOOracle consolidated all its marketing

Webcast

Judith Sim, senior VP-CMO“More and more people are staying for a longer period

of time because of Web 2.0 technology. It's working, but you have to track it in a different way.”

operations, will run 26 global campaigns and conduct more than 7,000 events.

Social news release cut PR budget in halfg y y Social news release cut PR budget in half, realizing cost saving of $4.6 million.

http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080613/FREE/174996681/1078http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080714/FREE/995288048

GM：FastLane BlogE ti t d i k dj t d ROI i 2007 39%Estimated risk adjusted ROI in 2007 was 39%

Forrester Research estimate running cost of FastLane Blog and benefits ofBlog and benefits of customer insights, blog visibility, press coverage, WOM.

Source：BtoB Online 「Social Media How Online Buzz Drives Buyers to Your Doorstep」

ROI was 99% in 2005.

INC.500INC.50049% of companies within the Inc. 500 use SNS, 45% use online video, and 39% use Blog.

Fortune 500 Business BlogSource：UMass / Social Media in the Inc. 500: The First Longitudinal Study （pdf）

Fortune 500 Business Blog62 (12.4%) of the Fortune 500 are blogging as of Sep 9, 2008.

http://www.socialtext.net/bizblogs/index.cgi

Too far away?Too far away?

Why not try this first?Why not try this first?

Web visitor SurveyIBM Si Phili SIBM, Siemens, Philips, Samsung

Ideas, feedback and be sociable D ll HP IBM Phili O l & thDell, HP, IBM, Philips, Oracle & others

Share InformationW l t N ki D ll IBM & thWalmart, Nokia, Dell, IBM & others

Or,

Simply driveSimply drive traffic fromtraffic from

Web 2.0 sites

Korea : Seoul cityUse niche Blog such as Cyberjournalist and gaijinsmash to spread exposure to Web 2.0 space, generating links, referrals, buzz to increase traffic

http://japanese.seoul.go.kr/ja/index_j.cfm

OtherwiseOtherwise,

BlogBlog RSSRSSWebWeb EE--PRPR

MashMash--upup

BlogBlog

PodcastPodcast

RSSRSSWebWeb EE--PRPR

MashMash--upupPodcastPodcast

Your brand willYour brand willMobileMobile

Your brand will Your brand will be swept away be swept away

WebcastWebcastwith with

YouTubeYouTubeMedia ShiftMedia ShiftWeb 2 0Web 2 0

SNSSNSWeb 2.0Web 2.0

Marketing 2.0Marketing 2.0ForumForum

http://www.flickr.com/photos/eppstein/466553161/

ggSpilloverSpillover

BestStrategygy

is

Push to PullPush to Pull

Publish ContentPublish Content

B M diBecome Media

Toward GlobalOnline Brandingg

Thank YouThank YouThank YouThank You

http://www.flickr.com/photos/batrace/144967407/CC attribution license

oscar federico bodiniTakashi Kasai kasai.powerrep@gmail.com