Explain of a digital specialist's achievements in the growth of a digital business

1. #Achievement
+
#Digital
Junghwan LEE
junghwan.lee@hec.edu

2. 1. Introduction of a professional’s past experience in digital
media and services
2. Previous Achievements in the digital marketing world in
terms of customer acquisition and customer engagement

3. Professional Experience in Internet Business
CompanyIntroduction
Internet Service & Contents Provider with bigger market share in Korea, Japan, and other
Asia countries

4. Professional Experience in Internet Business
CompanyIntroduction
World’s 13th Biggest Internet Company with
its market value of $23B as of May 2014
From Search & Online Media to UGC &
Social Networks
Social
Network
Platforms
Mobile
Messaging
Internet
Media
Platforms
Search
Engine
Blog, Cafe, Micro-Blog
And other UGC Businesses
Global Messenger “Line”
1st Rank in Japan, Spain
E-Mail, Online
News Distribution,
Movie/Photo
Service
37M
Users
600M
Users

5. Professional Experience in Internet Business
MyMajorResponsibilitiesasDigitalProjectManager
Manage and evolve NAVER’s UGC Business (Blog, Cafe internet services)
to make them an engaged community that creates web contents with user activity
Websites & Digital Service
Project Planning & Management
Digital Marketing Project
Management for User Acquisition
and Customer Engagement
1
2Display Marketing Example

6. Professional Experience in Internet Business
MyMajorResponsibilitiesasDigitalProjectManager
Manage and evolve NAVER’s UGC Business (Blog, Cafe internet services)
to make them an engaged community that creates content with user activity
Data Analytics for optimizing
conversion funnel and digital
marketing performance with
experiments (A/B Testing, MVT
testing … )
Digital Content Development and
Management for NAVER culture
section
3
4
Blog Posting
Conversion Analysis Example
Content Management Example

7. Major Achievement from
Marketing Projects

8. Challenge in the Organization
ProblemIdentification fromCustomer Lifecycle(1)
Most important Metric that Matters for UGC Business is Content Creation (Number of Contents (UGC))
 It increase Ad Inventory for an Internet business to make money from visitors’ clicks on the web pages
Viral
Sharing
Search Paid
Signed In Users Commenters CreatorsReturnersVisitors
CTR, Acquisition Cost
Churn rate
Disengaged Users
Abandoned
Traffic
(PV,
UV)
Time since last visit
Viral Invite Process
Creating Content
Good BAD
Quality, Monthly AVG
Number of Contents
Customer Lifecycle with Metrics (In 2008)
Accepted Invites
Page rank
Shared Content
Viral Content
Process Notifications

9. Challenge in the Organization
ProblemIdentification fromCustomer Lifecycle(2)
Insights from our Customer Lifecycle: For Content Creation, we should do
(1) Things to make enrolled users to be engaged and (2) Things to encourage users to create more contents
Viral
Sharing
Search Paid
Signed In Users Commenters CreatorsReturnersVisitors
CTR, Acquisition Cost
Churn rate
Disengaged Users
Abandoned
Traffic
(PV,
UV)
Time since last visit
Viral Invite Process
Creating Content
Good BAD
Quality, Monthly AVG
Number of Contents
Notifications
Accepted Invites
Page rank
Shared Content
Viral Content
Process
Number of Contents per User is relatively Low2
Unengaged User Number is High, and the
trend of moving to engaged user is slow
1
Customer Lifecycle with Metrics (In 2008)

10. One Time
Visitor /
Never
Comeback
More than
1 time
Visit
User
(Signed
up)
Write a
Post
Write >10
Contents
a year
Content
Creator
Power
Blogger
Information
Photo Upload
Shopping
Info
…
Segment
Customer
Lifecycle
Segment
14M (Signed up user)
+ alpha (Visitors)
Segment Segment Segment Segment Segment
Segment Segment Segment Segment Segment Segment Segment
Segment Segment Segment Segment Segment Segment Segment
Segment Segment Segment Segment Segment Segment Segment
Approach To the Challenge
CustomersSegmentation
Visitor / User Segmentation depending on their engagement level and different interests
to provide more personalized customer experience and increase conversion rate from visitor to engaged user
Engagement
Interest / Purpose
1
2 Decided by blogger’s blog post
subject, tag, or top search keyword
Engagement Cycle is starting from one time
visitor & no return to Power Blogger

11. TracktheTrendofCustomers
After the segmentation, track the trend of customers in their main purpose of using Blog
to find an insight of change in marketing and future optimization projects
Approach To the Challenge
0%
20%
40%
60%
80%
100%
News &
Information Search
Photo Upload &
Share
Contents Scrap Product/Service
Review
Personal Diary Shopping Info
One time Visitor
Visitor & No signed up
User (Signed up)
Write a Post
Write contents > 10
Contents Creator
Power Blogger
Example with a few interest/purpose segment

12. Targeting &Connecting Segments
Approach To the Challenge
Increase Benefit of becoming User
Visitors and No Sign-Up Users
Different Keyword / Display Marketing
• For AD format, use visitor’s relative
interest / purpose for using blog
• After log-in, customized view with
interesting posts for his/her
segment is shown on blog main.
Unengaged Users (Create <10 posts)
E-Mail for making them return to site
• E-Mail Contents are based on their
interest segment
Create Random Asking Character
• Encourage users to create their own
UGC by making them answer the
question
Select segments and Implement a dedicated marketing strategy for each group of segments
Try to make an engaged community by connecting segments which have similar interest on blog service
Create ‘Neighbor’ feature
• Make two different segments meet and
communicate over blog platform
Recommend a list of bloggers to connect
• Recommend a list of contents creators
who have similar interests to unengaged
user segment
Connect !
Unengaged Users
Contents creators &
Power bloggers

13. Major Achievement
Result:PositiveimpactonCustomer AcquisitionandEngagement
Customer Acquisition
N of Customer (Sign-Up User)
Engaged / Active Customer
(Create more than 10 UGCs(Post) a year
without scrapping)
Monthly Average N of UGC
per User
Customer Engagement
More than 60% of increase in metrics regarding Customer Acquisition and Engagement
 Build Strong Community with almost 16 Million Content Creators on the Web
+64%
2008(14M) -
2012(23M)
+77%
2008(9M) - 2012(16M)
+61%
2009(0.73) - 2012(1.24)
9 10.9 11.3
15.2 16
5
4.2 4
6.2
711.2
13.4 13.7
10.3
9.8
0
5
10
15
20
25
30
35
2008 2009 2010 2011 2012
Visitor
User
Engaged / Active
Customer
5 Years Trend of
Normal user and Engaged customer (Million)

14. Digital Campaigns

15. HappySearch
Digital Campaign Examples
Donate Money for a Charity and People who need help by just Searching on the Web
Encourage people act with their good motivation, and Reinforce the image of “Green Internet Leader”
Find Keyword on the list
Search the Keyword
on the NAVER Websites
protect refugees
Get a Happy Stamp and
Collect into your account
Donate Money
by Giving Happy Stamps
368,719 Internet users have participated this campaign, and they searched the relevant keywords
1,029,733 times on the NAVER Websites.
 4 Steps to donate money for people or organization that you want to help
Introduction Video  https://www.youtube.com/watch?feature=player_embedded&v=iXb_ZjCxtyg

16. HangulSignboardCampaign: “WeChangeyourOldSignboard!“
Digital Campaign Examples
Change Old & English Signboard into Hangul Design Signboard designed by NAVER
 From Social Issue to a Campaign: Korea is suffering from a lot of English signboard on the street
without meaning and creativeness  A Chance of building Online Awareness by using the issue
Introduction Video  https://www.youtube.com/watch?v=RwKfkSUag40
Receive requests from small shop owners through Blog posting and Selected 20 shops
Before After
Increase Brand Awareness by sharing Contents made from all the design and production process

17. Thank You
Junghwan LEE
junghwan.lee@hec.edu