I n t e g r a t e d D i g i t a l M a r k e t i n g S o l u t i o n

Rapid increase

in different concepts of

social communication channel

Due to the increase of social communication channels, burdens of marketing channel operation increased

Requires better strategies for choosing the right channel for the brand and operating different channels

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 SixDegrees.com LiveJournal AsianAvenue Cyworld iloveschool BlackPlanet MiGente Ryze Friendster Skyblog Cyworld(MiniHome) LunarStorm Linkedin Tribe.net MySpace Last.FM

Flicker, Facebook, Gree Dodgeball Mixi Orkut, Dogster Multiply, aSmallWorld Caster YouTube, Xanga Bebo Yahoo360 Ning Twitter

Window Live Space

MyPickup Gowala Foursquare Weibo Pinterest yozm Instagram Hi5 I`mIN Path SeeOn Band Google+ Camp Vine KakaoGroup KakaoMusic KakaoAlbum KakaoAgit Between Tumblr Lineplay Whisper Secret Snapchat KakaoStory Wechat Daybe

Source : Optimal, lnc U.S.A. March 2013 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180

75%

Contents

on the social channels

tend to be consumed fast

About 75% of the customer engagement was done within 3 hours of posting new contents

Requires better contents and specific strategies to maximize the customer’s interest within 3 hours

Like

Requires to establish social KPI that fits the purpose of a campaign without depending on the number of ‘Like’

just like we establish different marketing goals and strategies according to the different brand life cycles

I Like

Cherry

Events & Campaigns are supposed to help transforming the potential customers into the loyal customers

Not used for the cherry pickers

Task-Centered

Collaboration

People-Centered

Collaboration

Value-Centered

Collaboration

2015

2013

2014

Source : Smart Work Development and Policy , NIA (National Information Society Agency) South Korea

80%

of outcome

will result from

Collaboration in 2015

Source : Gartner

80% of outcome will result from collaboration in 2015

Prepare for the generation of the value-centered collaboration and define systematic business process based on the social KPI

Collaboration with social channel experts is

necessary

Obstacles

of value realization?

Source : Smart Work and Creative Organization Report, KPC(Korea Productivity Center) South Korea

Biggest Challenges

Daily timeframe for business people

29.7

22.3

19.7

16.2

12.7

50.8%

Efficiency of Meetings

49%

Minimal documentation and standardization

Business people spend more than half of their time at work on documentation daily

Reduction of unnecessary meetings and repeated documentation time for reporting is needed

Obstacles

of value realization?

More than half of a day

52%

Documentation

Research Review and Confirm

Meeting

Marketer

Are we doing everything we can

to satisfy the loyal customers?

What do the customers want

from us?

Is there any way to simplify

the repeated documentation

process for reporting?

Can we manage all those

channels centrally?

_{Can we publish more efficiently?}

Are the marketing channels

really affecting the actual purchases?

. . .

. . .

. . .

. . .

HIVE TREE can support the marketers to efficiently operate the marketing channels

by providing the insights from detailed data analysis and optimize the operation process

운영

∙

분석

Management

∙

Analytics

통합

Integration

협업

Collaboration with partner companies by prompt business process

Organized 3C operation and analysis

Integrated Digital Marketing Solution

HIVE

TREE

C

C

C

Optimized marketing channel operation

Maximize the marketing effect

HIVE TREE is the

Digital Marketing Total Solution

for optimized operation and analysis of marketing channels

OVERVIEW

I n t e g r at ed D i g i t al Mar k et i n g S o l u t i o n

PROCESS

Channel Management

Planning

∙ Establish channel operation plan ∙ Strategies for system recommendation

1

HIVE

TREE

Channel Planning

Analysis

2

Content Publishing

∙ Contents drafts, reservation, approval, publishing ∙ Contents tag mapping

∙ Asset(Image & Video storage) publication

3

Performance Monitoring

∙ Real-time monitoring

for individual content performance ∙ Real-time monitoring

for each Asset performance ∙ Real-time monitoring

for user activity trend

4

Data Analysis

∙ Analysis on operation performance of channels and contents

∙ Analysis on competitors ∙ Analysis on different industries

Content

Recommendation

∙ Recommend strategies for publishing contents ∙ Recommend publishing time, tag,

target gender, target age, and format

6

Reporting

∙ Select reporting modules

∙ Download reporting files in PPT, XLS, PDF formats ∙ Share reports

FEATURES

Content

Publishing & Planning

Content publish after inserting title, contents, publish date, image, tag, approval manager, admin communication

Select to see draft, approval, reservation, publication by steps

Categorized by content’s publication schedule

Detailed search function with filtering by channel, tag, author, type conditions Download the selected content schedule in Excel format

Publish widget pops up with the double click on the desired date for publish

Recommendation on best content publish time, gender, best contents, best images

HIVE TREE provides the best process for the publication of marketing channels

Asset

/ Image & Video /

Draft

Schedule

Delete Reject Reschedule

Republish

Publish

Approval

Sent

01

02

03

04

05

06

Systemize the content publish & confirm process by the client and marketing agency in order to

save time and have organized channel operation

FEATURES

Content

Graph shows consumers’ tendency and counted activity data

Easily check the combined users’ activity log

Support detailed search through

filtering options of channel, tag, author, and category

Record the conversation history between the administrator and clients Arrangement by specific types

such as loyalty, impact, and cherry picking

Download selected clients in Excel format

FEATURES

Consumer

Tendency Analysis

Loyal Fan Influencer

Cherry Picker

Marketing Channel Activity

Consumer

Computing based on relation continuity with brand

Computing based on impact of personal channel network and consumer response towards brands

Computing based on the response towards events in the same industry

3 level tendency analysis based on the channel responses can categorize the consumers

acquired from marketing and evaluates the channel operation performance comprehensively

FEATURES

Consumer

Tendency Analysis

HIVE TREE analyzes the relationships and trend between brand and engaged consumers

by tracking users’ SNS activities through gathering and processing the big data

Best timeslot recommendation to publish contents

Best tag recommendation based on the history Gender and Age recommendation

for the high response towards contents

Recommendation on the top 3 contents

Best Asset(Image & Video) recommendation

FEATURES

Content

Recommendation

Execution

Publish Content

∙ Editorial Planning

∙ Content Scheduling

∙ Content Tag Mapping

Consumer Trend Analysis

∙ Loyal Fan ∙ Influencer ∙ Cherry Picker Estimate operational performance in 3 dimension ∙ Reach ∙ Interaction

∙ Engagement Rate of Reach

Recommend contents’

operational strategy

∙ Publishing Time ∙ Post Type (Content Tag)

∙ Target Consumer User Tracking Channel Tracking Data Mining

FEATURES

Content

Recommendation

HIVE TREE analyzes the performance of contents operation that includes the consumer trend

on brand channel and recommends the best content category, target consumer,

publication time and so on for the brand channel KPI

HIVE TREE can review the performance of social media contents operation through in-depth evaluation

based on the consumer trend and establish the best contents operation strategy for the channel KPI

Modify and delete by each report module

Add new report modules Integrated modification for reporting module by period filter Create and delete daily/monthly report at My Reports

Download selected report files in PPT format

Easily share created report with the administrator

FEATURES

Data Analysis &

Reporting

Fan Engagement

Analysis

Content Performance

Analysis

Competitor

Monitoring

∙ Analysis of Channel Fan Growth ∙ Analysis of User Interaction ∙ Analysis of User Trend ∙ Analysis of Page Hits

∙ Provide about 40 Analytic Modules

∙ Analysis of Contents KPI ∙ Analysis of Contents Responses

∙ Analysis of Contents Reach Rate ∙ Analysis of Negative Content Action ∙ Provide about 40 Analytic Modules

∙ Competitor’s User Affinity Monitoring

∙ Competitor’s Contents Performance Monitoring

∙ Provide about 20 Analytic Modules

Industry User

Monitoring

Export to Files

∙ Competitor’s Fan Growth Monitoring

FEATURES

Data Analysis &

Reporting

∙ Industrial User Deviation Route Monitoring

∙ Industrial Users’ Associated Activity Monitoring

∙ Potential Industrial User Monitoring ∙ Industrial User Inflow Route Monitoring

HIVE TREE provides function of report production

and about 100 performance analysis modules, such as fan response analysis,

contents performance analysis, competitor monitoring, industrial user activity monitoring

It is possible to get scientific decision through the Marketing Channel’s analysis on operation performance, and

When publish, select the tags from the pre-added tags

Utilize the selected tags

as an analysis standard for analytic modules Manage tags by tag groups

FEATURES

Content

Tag Mapping

It will be useful to evaluate performance measurement thoroughly and establish the strategies

of contents publication by categorizing the contents performance based on each KPI

02. Register Tags

03. Insert tags when publishing contents

04. Content Grouping

05. Estimate the operation performance

for each categorized content

06. Establish contents publication strategy

01. Establish contents categorization strategy

CONTENT

TAG MAPPING

FEATURES

Content

Tag Mapping

HIVE TREE can categorize the contents of marketing channels by brand goals

based on the tag inputs when publishing the contents and evaluating the performance

of brand messages by each category

Collaboration project with the biggest advertising agency in Korea

Social

Media Marketing organizations’ systematic data verification

Developed the very first ‘User Activity Tracking Model’ and ‘Recommendation Guides for

Contents Publication

’

Provides the best customized solution that fits the characteristic of group brand

CLIENTS

WHY HIVE TREE?

CLIENTS

Why HIVE TREE?

Provides in-depth estimation system for operation performance based on the analysis

of individual user tendency

Know-

how and technical skills earned from Korea’s first Facebook marketing solution development

CRM

(Customer Relationship Management)

Website Analytics

Marketing Channel

Extension

Stage_01

February 2014

Stage_02

April 2014

Stage_03

June 2014

Stage_04

September 2014

∙

Analyze Channel Performance

∙

Manage contents publication

∙

Operate channel

∙

Expand channel

(Twitter, Youtube, Kakao Story etc.)

∙

Integrated channel operation

∙

Analyze integrated channel

management

∙

Website Inflow Analysis

∙

Estimate purchase

conversion rate

∙

Estimate social media ROI

∙

Manage customer group

∙

User Targeting

∙

Manage customer loyalty

Facebook Management &

Analytics Solution Launching

ROADMAP

HIVE TREE will provide even more value as a solution for achieving marketing KPI and finding out the marketing ROI

by adding functions such as channel expansion by steps, website analysis, and customer management

Business Partners: Technical marketing group,

Hive Nest,

and Global advertising agency,

Cheil Worldwide