Adv 420 final presentation

Jaewon Lee (A44276557)ADV 420 (New Media Drivers License)

Digital Strategy

Company BackgroundEstablished 1979Sales USD 16.3 billion (2013)Market Share 50.6% (2013)

Award• Winner of the ‘Outstanding LTE Contribution Award’ for

2 consecutive years at MWC Global Mobile Awards 2014• Selected as ‘Best Mobile Carrier’ at Telecom Asia awards

2014 for three consecutive years• Awarded in the ‘Innovation in Commercial Deployment’

category of ‘Small Cell Industry Awards’ for three con-secutive years

Goals

• SK Telecom is working on the fastest interest in the world• Through the 5G advertisements, making more people to sign up with SK Telecom• Using more social media, internet marketing, and promotion.

The Big Idea

1. Bring in new customers

2. Secure existing customers

3. Build customer loyalty

4. Grow the SK Telecom’s network

Concepts of Campaign•Content“39% of people say that they get their news from an online source” – TechCruch.com

•Mobile“We are finding that 50% of smart phones are actually connecting to Facebook every hour of every day.” – Sandvine / Forbes.com

Target Audience

• Mostly Korean• All age mobile users• Anyone who wants the fastest wireless

Reaching audience

• Mass media includes most lives styles or patterns• People can get any information from in-

ternet• Easy to look up, Easy to post. • Mass media can be benefits for SK

Telecom, but it can consequence in bad ways.

Budget• Google AdWords- $100 (per day) X 365 = $36,500

• Social Media (Special events)- $50,000

• Commercials- $200,000

Total = $286,500

How to measure successKey Performance Indicator

Social media- Feedbacks- Comments- Shares- Likes- #SKTELECOM- Video- Views

Thank you