The reliable partner for e-Marketing! Interactive Agency, DrimonePage 0 Drimone Communications - - The reliable partner for e-Marketing! Interactive Agency, DrimonePage 1 Drimone Communications at a glance e-Marketing Overview Mission & Strategies Targeting Web Sites On-Line Campaigns Results Coca Cola e-Marketing Success Factor 0.I.II.III.IV.V.VI.VII. The reliable partner for e-Marketing! Interactive Agency, DrimonePage 2 0. Drimone Communications at a glance Drimone Communications Co, Ltd. Services : Interactive Agency Services including e-Marketing Strategy & Solutions, On-Line Campaigns, Web sites building, Web SI, etc. Foundation : Revenue 1999 : 40 , 2000 : 100 employee : 88 Major Clients , . , , , , , . SK , , , , . SK , , , , , , , Drimone, the Reliable e-Marketing Partner The reliable partner for e-Marketing! Interactive Agency, DrimonePage 3 e-Marketing Overview I. e-Marketing Overview Marketing strategies & On-Line Campaigns Web Site Building & Campaign Creative Web DB & System Integration & Solutions e-Marketing Strategy Online System Marketing Digital Creative Web Technology Client : Coca-Cola Korea Agency : Drimone Comm. Duration : ~ The reliable partner for e-Marketing! Interactive Agency, DrimonePage 4 e-Marketing Road MAP I. e-Marketing Overview CRM, Consumer DB Maintenance Membership Services Marketing Analysis Brands Site Target focused Site Develop with Contents Star t Enforce Online Promotion Promotion with MKT Strategies Coca-Cola Community Build-up Club, BBS(Bulletin Board System) Brand Equity Build-up Daily Visitor => Daily Drinker Royal Member Marketing Focused Step Enforce Web Service Information/ CP (BBS, Entertainment,Chat, Game, Messaging, Music, Movie. Etc..) Sales related Promo. Purchase related. Mileage System. Media focused Step 1. Communication Media 2. Media Service 3. On-Line Marketing New Market Place 4. On-Line Media Promotion 1. Communication Media 2. Media Service 3. On-Line Marketing New Market Place 4. On-Line Media Promotion RESULTS The reliable partner for e-Marketing! Interactive Agency, DrimonePage 5 II. Mission & Strategies Mission Target Audience Communication Coca-Cola Target Audience Communication Coca-Cola Products Netizen Brand Products Netizen Brand Identity Identity Interactive media Interactive media Communication Communication TV, 4 TV, 4 Synergy Synergy The reliable partner for e-Marketing! Interactive Agency, DrimonePage 6 Main Strategies Website Building On-Line Advertising Netizen Brand Positioning Coke Website (Web Site Traffic ) On-line promotion Coca-Cola Market activity Internet promotion program Property use Market Research Targeted audience Communication CRM II. Mission & Strategies The reliable partner for e-Marketing! Interactive Agency, DrimonePage 7 Target Audience III. Targeting Internet User Size, Penetration & Profile Penetration rate *If Index (= Internet user ratio/census ratio) is over 100, it means Internet diffusion standard is higher than other groups The reliable partner for e-Marketing! Interactive Agency, DrimonePage 8 III. Targeting Target Audience Net Users: Young adults & Teens (above 50% of total) Internet is 20 skewed medium 49% of Internet users are 20 58% of total 20 population use Internet 20% of Internet users are 10 49% of total 10 population use Internet The reliable partner for e-Marketing! Interactive Agency, DrimonePage 9 Whatprovides?IV. Web sites Company/Product Information Coke Website news Membership Registration TVC/ Radio CM Download(TBD) Topic sharing Direct Communication Letter to operator Chatting(service in Coke Buddy) Coke People BBS for members On-line Promotion On-line promotion Off-line promotion - Channel Media Research Other brand site Co-operation site Website Building The reliable partner for e-Marketing! Interactive Agency, DrimonePage 10 Web sites Overview IV. Web sites To continuously and consistently connect with consumers in a variety of environments by delivering brand messages that are relevant to the environment and relevant to the consumer mindset within that Environment. Made up with FLASH TOOL to give more attractive and enjoyable. Menu bar to help Users understanding to explore the site. The reliable partner for e-Marketing! Interactive Agency, DrimonePage 11 Major Website solutions IV. Web sites 1. Bulletin Board system (Coke online) CCKCs Online News & Promotion News, Bulletin Board System of Coke and Fanta in that user can write in, Movie Shop we open every month, and Auction 2. Point & Ranking We show up about how to get, use and In inquiry page, member can get information where and how he or she get and use The reliable partner for e-Marketing! Interactive Agency, DrimonePage 12 Major Web site solutions IV. Web sites 3. Instant Communication Tool (Coke Buddy) Coke Buddy is a instant messenger program such as the AOL messenger -Send instant messages. -Share photos, pictures and sounds. -Chat with friends and family or people with similar interests. -Stay on top of the news and stocks. 4. Games (Coke Game) For attraction, CCKC offers user some Games. User can get when finishing Coke Puzzle game and Coke pair game is now available The reliable partner for e-Marketing! Interactive Agency, DrimonePage 13 Major Web site solutions IV. Web sites 5. e-Greetings (Coke For attraction, CCKC offers user some Cards for Congratulations, Birthday, Thanks. User can send coke e-Card to friends, family 6. Auction (Coke Auction) For attraction and using CCKC open Coke 4 Type of Coke Auction - - Premium Auction - - Economy Auction - - UP&DOWN Auction - - A wait and see Auction The reliable partner for e-Marketing! Interactive Agency, DrimonePage 14 V. On-Line campaigns On-Line Campaign Process On-Line Advertising Netizen Brand Positioning. Coke Website . (Web Site Traffic ) Planning Buying Implementation Creative brief to agency Creative development Creative confirm Copy rotation plan Understand Brand Strategy Develop Communication strategy Agency Brief Review annual/monthly media plan Buying Brief to Agency Buying Plan review Buying Plan Confirm Buying Negotiation Buying Results Evaluation Weekly Performance Tracking (occasionally) Monthly Performance Result Report Annual Agency Evaluation The reliable partner for e-Marketing! Interactive Agency, DrimonePage 15 On-Line Campaign Media Optimization Methodology V. On-Line campaigns RelativeClick-ThroughRate Negotiates With sites Optimizesites OptimizeBanner Refine ContinuedOptimization AnalyzeData ReviewResultOptimize CampaignBegins Week 2 Week 4 Week 6 Week 8 The reliable partner for e-Marketing! Interactive Agency, DrimonePage 16 V. On-Line campaigns Campaign Objectives 1.Site Traffic / / DB DB 2. Off & On-Line Promotion Support Promotion Support Netizen Brand Positioning The reliable partner for e-Marketing! Interactive Agency, DrimonePage 17 VI. Results On-Line Campaign Results Campaign Begins - April Impressions : 67,040,438 CTR : May Impressions : 1,373,933,327 CTR : June Impressions : 139,097,781 CTR : 0.98 The reliable partner for e-Marketing! Interactive Agency, DrimonePage 18 On-Line Campaign Results VI. Results November Impressions : 38,607,573 CTR : Optimized media : 4 Total Impression : 2,396,091,712 2,396,091,712 Average CTR : 1.12 The reliable partner for e-Marketing! Interactive Agency, DrimonePage 19 Web Site Results (12 4 ) VI. Results Traffic Coca-Cola web site Traffic 1 Alexa ranking :5,523 www.cocacola.co.kr6,575 www.cocacola.com. www.cocacola.co.jp Site membership 80 5 Page views per day 70 ~100 Page views/day Visitors per day 9~12 Visitors/day The reliable partner for e-Marketing! Interactive Agency, DrimonePage 20 Success factor VII. Coca Cola e-Marketing Success factor Coca Cola Interactive Media Target Audience Communication Target Audience Communication Target-oriented Ad Campaign Target-oriented Ad Campaign Interactive media Synergy Interactive media Synergy The reliable partner for e-Marketing! Interactive Agency, DrimonePage 21 .