The reliable partner for e-Marketing! Interactive Agency, Drimone http:// www.drimone.co.kr Page 1 Drimone Communications 2000.12.11 온온온 온온온 온온온온 온온온 온온온 온온온온 - - 한한 한한한한 한한 한한한한 - -
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Drimone Communications2000.12.11
온라인 마케팅 성공사례온라인 마케팅 성공사례- - 한국 코카콜라한국 코카콜라 --
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목차목차
Drimone Communications at a glanceDrimone Communications at a glance
한국 코카콜라 한국 코카콜라 e-Marketing Overviewe-Marketing Overview
Mission & StrategiesMission & Strategies
TargetingTargeting
Web SitesWeb Sites
On-Line CampaignsOn-Line Campaigns
ResultsResults
Coca Cola e-Marketing Success Factor Coca Cola e-Marketing Success Factor
목차목차
0.0.
I. I.
II. II.
III. III.
IV. IV.
V. V.
VI. VI.
VII.VII.
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0. Drimone Communications at a glance0. 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 : 1996.10
Revenue
1999 년 : 40 억 , 2000 년 : 100 억
employee : 88
Major Clients
한국 코카콜라 , 기아자동차 . 라이코스 코리아 , 월트 디즈니 , 맥도날드 , 삼성물산 주택개발 부문 ,
대우증권 , 인터파크 . SK 텔레콤 , 한국 외환은행 , 유니텔 , 한국통신 , 넷츠고 . SK 텔링크 ,
삼성테크윈 , 메가박스 , 질레트 코리아 , 구스닥 , 로레알 , 웨피 , 라코스떼 등
Drimone, the Reliable e-Marketing Partner Drimone, the Reliable e-Marketing Partner
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코카콜라 코카콜라 e-Marketing Overviewe-Marketing Overview
I. I. 한국 코카콜라 한국 코카콜라 e-Marketing Overviewe-Marketing Overview
Marketing strategies & On-Line CampaignsMarketing strategies & On-Line Campaigns
Web Site Building & Web Site Building & Campaign CreativeCampaign Creative
Web DB & System Web DB & System Integration & SolutionsIntegration & Solutions
e-MarketingStrategy
Online
System Marketing
Digital Creative
WebTechnology
Client : Coca-Cola KoreaClient : Coca-Cola Korea
Agency : Drimone Comm.Agency : Drimone Comm.
Duration : 2000.4 ~ 2000.12Duration : 2000.4 ~ 2000.12
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코카콜라 코카콜라 e-Marketing Road MAPe-Marketing Road MAP
I. I. 한국 코카콜라 한국 코카콜라 e-Marketing Overviewe-Marketing Overview
CRM, Consumer DB Maintenance CRM, Consumer DB Maintenance Membership ServicesMembership ServicesMarketing AnalysisMarketing Analysis
Brands SiteBrands SiteTarget focusedTarget focused
Site Develop with ContentsSite Develop with Contents
StarStartt
StarStartt
Enforce Online Enforce Online PromotionPromotion
Promotion with MKT Promotion with MKT StrategiesStrategies
Coca-Cola Community Build-upCoca-Cola Community Build-upClub, BBS(Bulletin Board System)Club, BBS(Bulletin Board System)
Brand Equity Build-upBrand Equity Build-upDaily Visitor => Daily DrinkerDaily Visitor => Daily Drinker
Royal MemberRoyal Member
Marketing Focused Step
Enforce Web ServiceEnforce Web ServiceInformation/ CPInformation/ CP
(BBS, Entertainment,Chat, (BBS, Entertainment,Chat, Game, Game,
Messaging, Music, Movie. Etc..)Messaging, Music, Movie. Etc..)
Sales related Promo.Sales related Promo.Purchase related.Purchase related.Mileage System.Mileage System.
Media focused Step
1. 고객과 코카콜라와의 효율적인 Communication Media 확보2. 고객만족 실현을 위한 Media Service 제공3. On-Line Marketing 을 통한 New Market Place 창출4. On-Line Media 확대에 따른 Promotion 강화
1. 고객과 코카콜라와의 효율적인 Communication Media 확보2. 고객만족 실현을 위한 Media Service 제공3. On-Line Marketing 을 통한 New Market Place 창출4. On-Line Media 확대에 따른 Promotion 강화
RESULTS
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II. Mission & StrategiesII. Mission & Strategies
MissionMission
Target Audience CommunicationTarget Audience Communication 을 통해 을 통해 Coca-ColaCoca-Cola ProductsProducts 의 의 Netizen Brand Netizen Brand 로서의 로서의 인지도 확산인지도 확산과 과 Identity Identity 수립수립
Interactive mediaInteractive media 의 특성을 살린 지속적이고 특색 있는 의 특성을 살린 지속적이고 특색 있는 CommunicationCommunication 으로 으로 소비증대를 간접 지원소비증대를 간접 지원
TV, TV, 라디오와 같은 라디오와 같은 44 대 매체의 보조적 역할과 함께 대 매체의 보조적 역할과 함께 고객 접점 창구로서의 고객 접점 창구로서의 Synergy Synergy 효과 극대화효과 극대화
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Main StrategiesMain Strategies
– Website Building소비자와 우호적 관계형성소비자와의 지속적인 커뮤니케이션의 장
– On-Line Advertising 코카ㆍ콜라 의 Netizen Brand Positioning
Coke Website 의 지속적 방문 동기 부여 (Web Site Traffic 증대 )
– On-line promotionCoca-Cola Market activity 를 지원Internet 을 통해 혁신적 소비증대 promotion program 전개
– Property useMarket Research 도구로 활용Targeted audience 와의 Communication 을 위한 CRM 도구로 활용
II. Mission & StrategiesII. Mission & Strategies
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Target AudienceTarget Audience
III. TargetingIII. Targeting
Internet User Size , Penetration & Profile – Penetration rate
21.4
15.6
4.4
1.1
0.1
4.3
56.0
27.1
12.2
0.2
2
4
6
12
25
24
27
36.3
63.7%
InternetUser ratio
20.3
21.9
9.6
3.1
1.0
2.3
36.6
43.0
14.3
2.9
8.8
11.2
14.8
15.2
14.9
15.2
19.9
49.1
50.9%
census
105$1350 -$1800
71$900~$1350
35Under $450By In
com
e
10No Response
187Graduate School
153High school
26Over 4 5
234 0 ~ 4 4
413 5 ~ 3 9
136Under 19
By a
ge
1582 1 ~ 2 4
1682 5 ~ 2 9
793 0 ~ 3 4
7ElementaryBy S
ch
ool C
are
er
85Middle School
63High school
46$450 ~ $900
74
125
Index*
Female
Malegen
der
A respondent character
0.3
0.0
7.3
12.0
8.3
8.6
25.7
2.6
3.2
3.4
16.3
0.2
1.6
8.7
2.2
18.5
9.4
5.0
12.2%
census
0.2
0.0
6.4
26.5
13.0
11.8
6.3
0.9
2.1
2.9
22.6
0.2
2.8
4.1
0.1
21.2
14.4
6.4
15.4%
InternetUser ratio
5Agriculture/forestry
By O
ccu
patio
n
47an independent enterprise
175specialist
100Management staff
139Office worker
85Technician
66Sales
35manufacturer
25Housewife
137Middle School
157High School
220University/Graduate
88unemployed
100others
By In
com
e
A respondent character
No response
No response
Over $ 2700
$2300~$2700
$1800 - $2300
67
115
153
128
126
Index
*If Index (= Internet user ratio/census ratio) is over 100,*If Index (= Internet user ratio/census ratio) is over 100,it means Internet diffusion standard is higher than other groupsit means Internet diffusion standard is higher than other groups
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III. TargetingIII. Targeting
Target AudienceTarget 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
over 40's5%
30~3413%
35~396% under 20's
27%
20~2424%
25~2925%
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What What www.cocacola.co.kr provides?
IV. IV. 코카콜라 코카콜라 Web sitesWeb 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-linePromotion
• On-line promotion• Off-line promotion - Channel• Media Research • Other brand site• Co-operation site
Website Building소비자와 우호적 관계형성소비자와의 지속적인 커뮤니케이션의
장
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Web sites OverviewWeb sites Overview
IV. IV. 코카콜라 코카콜라 Web sitesWeb 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.
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Major Website solutionsMajor Website solutions
IV. IV. 코카콜라 코카콜라 Web sitesWeb sites
1. Bulletin Board system (Coke online)
CCKC’s 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 (E@Coke)
We show up about E@Coke, how to get, use and inquiry.
In inquiry page, member can get information where and how he or she get and use point(E@Coke).
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Major Web site solutionsMajor Web site solutions
IV. IV. 코카콜라 코카콜라 Web sitesWeb 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 e@coke when finishing game.Coke Puzzle game and Coke pair game is now available
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Major Web site solutionsMajor Web site solutions
IV. IV. 코카콜라 코카콜라 Web sitesWeb sites
5. e-Greetings (Coke E@Card)
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 E@coke, CCKC open Coke Auction.
4 Type of Coke Auction- Premium Auction- Economy Auction- UP&DOWN Auction- A wait and see Auction
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V. On-Line campaignsV. On-Line campaigns
On-Line Campaign ProcessOn-Line Campaign Process On-Line Advertising
코카ㆍ콜라 의 Netizen Brand Positioning. Coke Website 의 지속적 방문 동기 부여 . (Web Site Traffic 증대 )
PlanningPlanning
BuyingBuying ImplementationImplementation
• 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
EvaluationEvaluation
• Weekly Performance Tracking(occasionally)
• Monthly Performance Result Report • Annual Agency Evaluation
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On-Line Campaign Media Optimization On-Line Campaign Media Optimization MethodologyMethodology
V. On-Line campaignsV. On-Line campaigns
RelativeRelativeClick-ThroughClick-ThroughRateRate
NegotiatesNegotiatesWith sitesWith sites
OptimizeOptimizesitessites
OptimizeOptimizeBannerBanner
RefineRefine
ContinuedContinuedOptimizationOptimization
AnalyzeAnalyzeDataData
ReviewReviewResultResult
OptimizeOptimize
CampaignCampaignBeginsBegins
Week 2Week 2 Week 4Week 4 Week 6Week 6 Week 8Week 8
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V. On-Line campaignsV. On-Line campaigns
Campaign ObjectivesCampaign Objectives
1.1. Site TrafficSite Traffic 증대증대 // 고객고객 DBDB 확보확보
2. Off & On-Line 2. Off & On-Line Promotion SupportPromotion Support
Netizen Brand PositioningNetizen Brand Positioning
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VI. ResultsVI. Results
On-Line Campaign ResultsOn-Line Campaign Results
Campaign BeginsCampaign Begins
- April- AprilImpressions : 67,040,438Impressions : 67,040,438CTR : 0.56CTR : 0.56
- May- MayImpressions : 1,373,933,327Impressions : 1,373,933,327CTR : 0.81CTR : 0.81
-JuneJuneImpressions : 139,097,781Impressions : 139,097,781CTR : 0.98CTR : 0.98
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On-Line Campaign ResultsOn-Line Campaign Results
VI. ResultsVI. Results
.. .. .. .. ..
-NovemberNovemberImpressions : 38,607,573Impressions : 38,607,573CTR : 1.67CTR : 1.67
3030 여 개의 미디어에서여 개의 미디어에서Optimized media : 4Optimized media : 4
Total Impression : Total Impression : 2,396,091,7122,396,091,712Average CTR : 1.12Average CTR : 1.12
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Web Site Results (12Web Site Results (12 월 월 44 일 현재일 현재 ))
VI. ResultsVI. Results
Traffic
전세계 Coca-Cola web site 중 Traffic 1 위
Alexa ranking : www.cocacola.co.kr 5,523 위
www.cocacola.com 6,575 위
www.cocacola.co.jp ……. 위
Site membership 80 만 5 천명
Page views per day 70 만 ~100 만 Page views/day
Visitors per day 9~12 만 Visitors/day
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Success factorSuccess factor
VII. Coca Cola e-Marketing Success factorVII. Coca Cola e-Marketing Success factor
한국 한국 Coca ColaCoca Cola 의 의 Interactive MediaInteractive Media 의 필요성에 대한 인식과의 필요성에 대한 인식과 기존매체와의 적절한 홍보예산 배분기존매체와의 적절한 홍보예산 배분
Target Audience CommunicationTarget Audience Communication 을 위한 온라인 통합 을 위한 온라인 통합 마케팅 실시 마케팅 실시
장기적 관점에서의 체계적인 장기적 관점에서의 체계적인 Target-oriented Ad CampaignTarget-oriented Ad Campaign 의 의 실시와 효율적인 고객관리실시와 효율적인 고객관리
Interactive mediaInteractive media 와 기존 매체와의 와 기존 매체와의 Synergy Synergy 효과 극대화효과 극대화
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발표를 허락해 주신 코카콜라측과 발표를 허락해 주신 코카콜라측과 경청해주신 여러분께 감사 드립니다경청해주신 여러분께 감사 드립니다 ..