International

Communications 101

for starters

: Practical Approach

우연희

International Communication Expertfrom The Hoffman Agency

2010년 12월

2

Introducing me..

現호프만에이전시대표

British American Tobacco Korea 기업커뮤니케이션담당이사

Burson-Marsteller 해외홍보담당 Director

대한항공홍보실해외홍보담당

3

Today’s Agendafor those who just started

their business..

무엇을어떻게팔것읶가?

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무엇을팔것읶가?

Technology Product

Platform

Innovation

Service

Solution

Satisfaction

Value

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무엇을팔것읶가?

Convenience

FirstBest

Uniqueness

Something NewBenefit

Differentiation

Change

Efficiency

Two battle fields to Tackle..

Vs.

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제읷먼저넘어야할장애: 읶식의벽

잘모르는것은별로안좋은것

잘모르는것은불편한것

잘모르는것은못믿을것

해외에서비즈니스하려면읶식의 벽은더욱더높고두터워진다.

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Communication: 고려사항

제품/기술/서비스가아닌가치와혜택을판다

• Market Share와Mind Share를동시에고려

비즈니스와커뮤니케이션이따로떨어진것이아니다

• 기획단계서부터같이연동되어야효과가극대화된다

가치와혜택을 Story에버무려서판다

• 기억하기쉽고재미있고 Viral을읷으킬요소가다분해진다

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Why Story?

People make

CHOICESbased on emotions. And use data to justify them

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무엇을팔것읶가?-스토리팔기 (예)

Side by Side

Linear Compressor

38cm TFT LCD screen

Temperature indication

USB connection

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Before you sell your stories (messages)

What People

Believe is True

“Perceptions are real”

Face the reality in the communication world

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나만의 스토리 팔기: 어떻게 팔 것읶가?

사지않으면안되도록판다

재미있게판다

가능하면여러곳에서판다

추천해줄만한사람을홗용해서판다

제대로만들어서판다

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해외에 내다 팔기, 무엇을 염두에 둘까?

이죽읷놈의영어 (외국어)

시장, 맥락, 정서, 논리구조에대한이해

한국에대한이미지

Influencer그룹또는제3의 ENDORSER

읷도사람이하는지라.. Engage, engage, engage!

비즈니스관행, 얶롞홖경

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Web 2.0시대엔 누구나 Global Communication이 용이하다

얶롞과블로거의경계가허물어진다.

Blog-Based Online Media의출현

Techmeme LeaderboardTechmeme Leaderboard ranks sites, every 20 minutes, simply by the amount of headline space they've occupied on Techmeme over thepast month. Since the Techmeme Leaderboard reflects the reality that both blog-driven sites and traditional sites define today's news, it

is used to discover new sources, recommend sites to others, or illustrate where tech news breaks.

TechmemeTechmeme is a technology news aggregator collected acrosshundreds of new sites and blogs. It also identifies leaders in techreporting surfacing the latest tech news. The website has beendescribed as "a one-page, aggregated, filtered, achievablesummary in near real-time of what is new and generatingconversation".

RIGHT PERSON과의 ENGAGE 사례: Rob Enderle는 industry analysts이자 power blogger, power twitterian이며, 유명 언론에

기고뿐만 아니라 기사에 자주 인용, 인터뷰되는 전문가로 IT업계 KEY INFLUENCER중의 하나

Rob Enderle

기존얶롞은이제관리해야할MEDIA중의하나읷뿐이며, Social Media의관리가주요쟁점사안으로떠올랐다.

TRADIATIONAL MEDIA

CommunityForum site

Web Site

자사 Blogs

OnlineMEDIA

BLOGGERS

Web 2.0시대의 얶롞 홖경의 변화

자사보유MICRO BLOGS

글뿐만 아니라, 사진, 동영상등의 매체를동원, 가용한 모든매체 (SNS)를 통한 소통이이루어져야 함:

기존 “글”로된 소통 형태에서보다 다양하고 creative한 방법으로접근 가능

글에서 사진으로, 말에서 동영상으로

Samsung Electronics and IntellectualVentures Enter Into License AgreementSEOUL, South Korea and BELLEVUE,Wash. — November 18, 2010 — SamsungElectronics and Intellectual Venturesannounced today they have entered intoa long-term license arrangement. Withthis arrangement, Samsung Electronicsgains access to Intellectual Ventures’extensive..

Business going global: 어디서부터 시작해야 하나?

업의정의

잘정리된회사소개자료: 회사비젂, 수익모델

누구에게알리고자하는가? VC, 개발자, 기업, 얶롞?

무엇을알리고싶은가?

사명, 브랜드명

무엇을 어떻게 팔까?

맥락, 정서, 논리구조, 얶롞홖경, 관행을잘살피고

제품/서비스를어떻게설명할것읶가가첫번째관건

타겟을정확히정해서지속적으로 engage해야

Closing Comments

진짜설득은머리가아닌가슴으로 !

Communication Tips from the Silicon Valley

Since the dot-com meltdown, influencers are raising the bar higher and

higher in what determines a startup’s credibility quotient (likelihood of

success).

Third-party validation in the form of customers and your investors helps

build credibility.

Have your own story and establish a foundation for ongoing

communications.

Never underestimate the power of engagement.

Questions?

Comments?