Presentation from Margaret Key, Market Leader of Burson-Marsteller Korea

1. Evolution of Overseas Communication in the Age of Social Media Burson-Marsteller Korea Market Leader Margaret Key

2. More than 500 million active Facebook users. People spend over 700 billion minutes per month on Facebook. 456 tweets/sec . 182% increase in the number of Mobile users. More than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products. 572,000 number of accounts created on March 12, 2011. There are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events . Average user creates 90 pieces of content each month . More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. About 70% of Facebook users are outside the United States . More than 2.5 million websites have integrated with Facebook, including over 80 of comScore's U.S. Top 100 websites and over half of comScore's Global Top 100 websites. More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Over 300,000 users helped translate the site through the translations facebook application. More than 70 translations available on the Facebook.

3. Australia 84% Japan 83% China 80% US 81% Canada 81% Spain 70% UK 71% Spain 70% France 71% Italy 83% The Groundswell is Now Global * Source: European Technographics Benchmark Survey Q2 2010 Source: North American Technolographics Benchmark Survey, Q2 2010 Source: Pacific Technographics Benchmark Survey, Q4 2009 Percentage of online users engaging with Social Media

5. Social Media Is Ideal Channel for Global Business Direct No geographical barrier, but still to be conveniently targeted Relationship Fosters friendship and engagement with enthusiastic and proactive audiences Interactive Pursues two-way conversation, rather than one-way delivery Efficient Simply less cost to reach Characteristics of Social Media in Global Outreach

6. However, Not Just Sweet… Challenges of Social Media in Global Outreach Culture Language Market Dynamics Vulnerability to Issues

7. Burson-Marsteller’s Global Social Media Approach #1 – Understand your audience #2 – Plan enough in advance #3 – Use storytelling #4 – Monitor and Evaluate #5 – Define Optimal Type

8. Use a digital lens to view the market, understand the who, what, why and where. Invest time to understand your audience and its diversity

10. Digital Written Oral Art DAOW Use Digital Storytelling Global Local Cross-Cultural

11. Monitor and evaluate your own and competitors’ social media presence Conduct frequent searches on Twitter, Facebook, YouTube and via online search to see what your global stakeholders are saying about you –and also what stakeholders find when they seek you out. Also, monitor what is being said about your competitors. Recognize that this information is critical to managing the company’s reputation online.`

12. Define Optimal Type Global Channel that reach all users with a single social profile Type that collect global interest on a central channel and then distribute users to the appropriate country profile TYPE III Global Social Media Channel + Local Channel TYPE II Global Social Media Channel with Local Approach Global Channel that offer a customized social profile for major audience TYPE I Global Social Media Channel

13. Stage I Global Social Media Channel

14. Stage II Global Social Media Channel with Local Approach

15. Stage III Global Social Media Channel + Local Channel

16. Closing Thoughts THINK Global, ACT Local. BE GLOCAL.

17. Closing Thoughts

18. Thank You