2010 Google Korea Campaign Strategy

To increase Google search awareness and trials

: Google Becomes A Creator

-by CHO, Hyun-Ah

(live4live23@gmail.com)
Table of Contents

Introduction

Situation Analysis

Campaign Strategy

Conclusion

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Introduction
: Brief Overview on Google
Global Market Share
Global leader in search engine
with 81.5% M/S (2009.05)
Ranking 1st in Search query
with 760 billion
(ComScore)
Global Brand Power Global IT Company
Brand value worth over
Diverse SW offerings from
$31,980 with 25% increase
YouTube, Google Chrome, Gmail,
Google Earth etc.
Ranking 7th among
Top 10 Brands Far outstanding service variety
compared to competitors
(Interbrand in 2009)
Google is evidently the leader in the world
with outstanding market dominance
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Problem Finding

: Status-Quo of Google Korea

Search Engine Market Share Corporate Brand Image

Google Google Korea ranked

3% 1st among foreign
Surprisingly, the most operations as
used search engine in the the most wanted job
70%
world is doing very poorly by college students
in Korea w/ 3% M/S

Naver Brand awareness/image

is not a problem
Source: 1.Mnet Media in 2010, n=500,
Search Engine Usage Attitude (‘09) 2.Job Korea in 2008, n=105

73.04% 72.73% 71.76% 72.27% 71.54%

Naver Fallen Google is performing very
behind
15.50% 15.29% 15.61% 15.38% 15.65% Nate
poorly in Korea regardless of its
3.86% 3.94% 3.84% 3.89% 3.89%
Daum w/ less positive brand image
Yahoo than 2%
2.81%
2.45%
1.53% 1.64% 1.86% Nate

0.49%
1.08% 1.58% 1.52% 1.66%
Google
But WHY?
Jan. Mar. Jun. Sep. Dec.
Source: Acecounter.com

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Situation Analysis
-by Market & Google
-by Customer & Google
-by Competitor & Google
Situation Analysis

: What is the Market Trend?

Growing influence by
Past providing its own service
1.Medium for connecting the user and web sites
2.Most of the times, SE is not the final destination for
WEBSITE
attaining data/news/entertainment etc. USER SE WEBSITE
WEBSITE
Present
1. Have become more like a playground for users Past: Customer Connector Service Provider
2. Increasingly, SE is becoming the final destination Present: Customer Connector/ Service Provider
for attaining data/news/entertainment etc. Service Provider
Future: Customer Connector/ Service Provider
Diverse, Quality
Service Diversity Service Provider

Music News Game

Video Blog Shop- Top 5 SE
ping
Map E-mail
SE is growing influence by
SNS Design Web In some SE becoming a service provider
(sites) tool browser
& diversifying its service
SE is diversifying their service to 1. attract users
and 2. make users stay at their site longer

-6-
Situation Analysis

: Then, is Google following the Market Trend?

Yes
Service Diversity of Google Problem with the Current Situation
: lacking or unfamiliar services in other SE Do you know the *following
services of Google?
*following services are services below
1.Many are not aware
about the service

2.Do not know Don’t know

how to use the service 90%

[Source: On-line Survey via NateOn, n=20]

“I knew Google had a lot of services

but I didn’t know it would be this
many. Some look very useful but I’m
강선영 (26) 대학생 afraid they’ll be too difficult to use.”

Google is following the trend

[Some of the services provided by
Google] but its various services(apps)
Google provides variety of services and they
are even more in number than competitors
are not well-known

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Situation Analysis

: What do Customers Want?

Internet Usage Situation For report / homework / assignment etc.
For comparing product / price
1 Search with clear purpose For looking up answers to important question

For killing time

2 Search without clear purpose Habitual usage (i.e. checking e-mail, news etc.)
Dragged to eye-catching issue / site

1 Search WITH Clear Purpose 2 Search WITHOUT Clear Purpose

(N=500, unit:%) (N=500, unit:%)
Other The most important We can imply that
Source consideration factors
Up-to- Reasons for using Naver ‘Familiarity’ & ‘Easy
date info. 9.4 1 in searching is access’ are the main
10 Familiar ---------------------41.8%
Quality ‘Quality of result’ Easy Access---------------29.1% reasons for choosing
Probability of
of Result & ‘Accuracy’ Abundant -------------------27.4% a certain search
getting 20.2 55.2 engine
right result Quality Reasons for using Daum Easy
4 DB Access
Familiar ---------------------50.5%
Easy Access---------------25.2% Familiar-
Accuracy Others use it too---------25.2%
# of results ity
Source: Adcodi.tistory.com Source: Adcodi.tistory.com

Customers consider quality DB, accuracy, accessibility

& familiarity as important factors in a search engine

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Situation Analysis

: Then, is Google meeting Customer Needs?

Analysis of Google by user consideration factors
Google has abundant & quality DB from all around the world which far
Quality DB outnumbers competitors in number of search results and quality results
Its search accuracy is high. It also has ‘filetype’ search and other
Accuracy customized search features that are not provided in other SE
Depends on situation as it is sometimes not easily accessible to
Easy Access domestic-specific contents but very accessible to contents abroad
Starting from the main page to the layout of the result to various features
Familiarity provided Google are not familiar domestic users
Very Good Neutral Not Good

Important factors under 2 Thus, we can infer that Google lacks strength because it is not
‘Search without clear purpose’ familiar to users who uses the Web merely to kill time or on habit

Google only partially satisfies customer needs due to low familiarity

Q: Then, what is familiar to us?
A: Naver

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Situation Analysis

: Company Analysis by comparing w/ Naver

Naver vs Google
Visual Layout Textual Layout
§All in one page (brief summary of most service) §Simple layout w/ few news & real time ranking
§A lot of Ads/News/Blogs etc. shows pictures §Little image with much of the contents in text

Longer 1-page Shorter 1-page

§A single page shows more contents §A single page shows less contents
§longer scroll per page, more pages to flip over §Shorter scroll per page, less pages to flip over

Collection Ranking Page Rank

§Website importance based on popularity/trend §Website importance based on # of references

Sign-up once Sign-up every time

§A single ID can have access to all services §Need to sign-up for each service provided
provided (mail, blog/cafe, video, SNS, map etc.) except for few (gmail, YouTube, Knowl, etc.)

Domestic contents Global contents

§Customized more towards domestic contents §Customized more towards global contents
(fast update on domestic news/trends) §Easy access to info./news/trends outside Korea
§Easy sharing of knowledge among Koreans (esp. data represented in English)

Ready-to-eat Do(Make) it Yourself

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Situation Analysis

: Conclusion

Problem of Google’s Do It Yourself

Textual
Layout Unknown
Shorter 1- People are unaware of Google’s diverse services(apps)
D -The overall layout is too textual to know all the services
page
-Google does not advertise its services
I Page Rank

Y Sign-up Unfamiliar
every time People are unfamiliar with DIY format
Global -Visual layout is easier to understand than textual format
contents -Signing up every time for each service is inconvenient
-Some services are very new and not found in other SE

CAUSE EFFECT

In conclusion, Google needs to ‘explain’ its services to the

users in an ‘easy way’ to increase their familiarity

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Campaign Strategy –The Google Manual
-Campaign Objective
-Campaign Strategy
-Demonstration
-Campaign Process/Budget
Campaign Strategy

: What is the Campaign Objective?

The Google Manual

What is Google Manual?
-Google Manual is a contents created by Google to help users make full use out of Google & its services
-It is a 5-min. short video clip that explains ‘How to’ use the services provided by Google
(i.e. Advanced Search, Google Products such as Picasa, Calendar etc.)
-There will be 2 versions of this video clip: ‘How to use Advanced Search’ & ‘How to use Google Products’

Google Manual User (20s)

Sufficient “I’m afraid they’ll be too

Easy to Fun
service difficult to use””
Understand
Diversity
& “I don’t know much
Capacity Helpful Useful about Google’s services”

“Hesitate to try”
Want to increase search trial Solution for unfamiliarity & Unaware and unfamiliar with
& awareness of its services unawareness people have Google’s various services
towards Google’s services

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Campaign Strategy

: What is the Campaign Objective?

5-Step Process

Step1 Help People Use Google’s Services Barrier Remove people’s hesitation in trying Google’s
removed services because they seem difficult
Step2 Initial Usage Trial
‘20s are fast in adapting to new services’
Step3 Become Familiar With Services
Barrier Once people become familiar with the service
removed they will increase usage trial as it feels ‘easy’
Step4 Increase in Usage Trial

Step5 Increase in Brand Loyalty

The campaign objective is to

External Intention
Help users make full use out of Google services help users use Google’s services
so they can become familiar to
Internal Intention
Attract users to start using Google services
the services

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Google Manual

Google Manual
Campaign Strategy
: What is the Campaign Strategy?
1.Text reading ‘Want to learn how to
use Google? Click on Google Manual!’
Informing Users about
Google Manual
2.Text reading ‘Need help writing a
report? Click on Google Manual!’
Targeted towards
students w/ assignments
2 Showing on iGoogle
Showing the video clip on iGoogle
Informing Users about
Google Manual
1 Tab on Main Page
1.Tab on first page
reading ‘Google Manual’
2.Text in Red
Will grab users’ attention
w/o much advertising
3 Print Ad in Magazine
Manual Print Ad in ‘Daehak Naeil’
–magazine for university
students distributed to 118
universities and other
offices- informing users of
Google Manual
Easy reach to college
Google Manual is finally
here! students
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Campaign Strategy

: Demonstration of Google Manual

1. ‘How to Use Advanced Search’ ver.

Similar videoclip on how to A narrator will explain about A narrator will explain about A narrator will also add how By using this option, users
use Chrome is already on advanced search tab and search option and its tools. these features can be very will know Google can also
youTube. Can benchmark. filetype search. useful when writing reports. have similar layout to Naver.

2. ‘How to Use Google Products’ ver.

The narrator first needs to A narrator will explain briefly A narrator will explain how to A narrator will demonstrate A narrator will demonstrate
grab attention and connect w/ about various services use Picasa to edit images. how to make 3D models using the calendar.
the user by showing oneself. provided by Google. using Sketch Up.

If successful, the next versions could be ‘How to Use iGoogle’

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Campaign Strategy

: Campaign Process & Budget

May May July-August Sep. Sep.-Oct. Nov.

Project Management Video Making Magazine Ad Initiate Google Withdrawal

Proposal Approval Manual

Google Manual Promotion Budget

Classification Expected Expense Allowance
W&H or Visual Cocoon Production (video making specialist)
1,000,000 ~3,000,000 won p/ video
Video Clip Making Thus, 3,000,000 x 2 video clips
14,000,000 won
=6,000,000 won

‘Daehak Naeil’ (weekly magazine)

2,000,000~2,500,000 won p/ page depending on page order
Magazine Ad Thus, 2,500,000 x 2pages x 4weeks 25,000,000 won
=20,000,000 won
-likely to be less as there is 4 weeks discount

Making a small tab titled ‘Google Manual’ on the front page

Website Renewal =cost unknown
10,000,000 won

Logo Design Company or Graphic Design specialist

Logo Design =50,000~300,000
1,000,000 won

Total Expected be to above 30,000,000 won 50,000,000 won

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Campaign Strategy

: Conclusion

Expected Effect of Google Manual

5-Step Process
Help People Use Google’s Services
Know
Initial Usage Trial People are aware of Google‘s various services(apps)
-Google Manual is made ‘visual’
-Easy to understand and follow the demonstration
Become Familiar With Services

Familiar
Increase in Usage Trial People are familiar with Google various features
-After initial trial, users feel familiar to various applications
Increase in Brand Loyalty -Some will continue to use the service(constant users)

CAUSE EFFECT

In conclusion, Users will become aware->familiar to Google’s

various services with some becoming constant users

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Thank You
-by CHO, Hyun-Ah