1. Review Driven Marketing (Social Media Marketing) Michael Hong

2. Share of Online Sales continues to grow e-commerce sales will represent 8 percent of all retail sales in the U.S. by 2014, up from 6 percent in 2009 In 2009, 154 million people in the U.S. bought something online, or 67 percent of the online population (4 percent more than in 2008) Three product categories (computers, apparel, and consumer electronics) represented more than 44 percent of online sales($67.6 billion) in 2009

3. Some products are more likely purchase online over offline According to a study by the US Census Bureau, the bulk of sales are still in-store. There are, however, several categories in which online sales dominate each product marketplace. These include: books and magazines, clothing, and electronics.

4. But Online Influenced sales are over 5 times of online sales While $155 billion worth of consumer goods were bought online last year, a far larger portion of offline sales were influenced by online research. Forrester estimates that $917 billion worth of retail sales last year were “Web-influenced.” It also estimates that online and Web-influenced offline sales combined accounted for 42 percent of total retail sales and that percentage will grow to 53 percent by 2014, when the Web will be influencing $1.4 billion worth of in-store sales.

5. Online influence is increasing as content sharing is getting easier with faster internet speed Internet Speed Engagement Text Audio Pictures Video HD Video Communicate Socialize Task Life management Just for Fun Full Entertainment Web 1.0 Web 2.0 High High Information Content Sharing

8. Just about everything is being reviewed and rated

9. Even Reviews are being Reviewed davedude123456789 (3 months ago) Show Hide omg! im sorry but who cares about the voice command. also the speaker on my lg rumor is perfect and loud! there are 20 ringtones and you definitely only need 6 or 7 msging tones. the exposed number pad is just fine especially if it does have the lock! i love the phone! VolcomSkater211 (3 months ago) Show Hide whoa negative much? learn what the phone can do before talking smack about it! TrentonStolte (3 months ago) Show Hide umm....... i have the scoop and u can do voice command... its not that hard to get to.... why dont u try to actually look for what the phone features before you start talking shit on it andrechristi (3 months ago) Show Hide this girl sucks at this man!!! POST some gud comments . U SUCK AT THIS. BY the WAY THAT flip phone sucks. U dunt noe how to advertise videoguy2005 (3 months ago) Show Hide =( u suck at this

10. Reviews are being searched 86 million times per month and growing 86 M

11. 1 M Video Review are also fast growing.. Over one million video reviews

12. VOC Study 1Q-3Q ’07 vs. 1Q-3Q‘08 Number of reviews are growing… MU CE DA Cnet Amz BBuy Sears Home Depot 13,221 21,201 60% 13,221 21,201 60% 60% 94% ∆ 6% 95% 50% 146% ∆ 24% Review Volume Trend 60%

13. It about time that you start listening to customers Reviews are the Voice of Customers

14. I am listening but not sure what do to with that

15. Some tries Fake Reviews …it’s a PR nightmare

24. Who are the reviewers?

25. Most reviewers likes to write positive things Thinking of all the times you've posted feedback online over the last 30 days, has your feedback been:

26. Product reviewers are also Influencers Told friends and family about my experience Sent an email to friends and family about my experience Posted my comments on some other product review website Telephoned the company directly to express my opinion Sent an email to the company directly to express my opinion Sent a letter the company directly to express my opinion Posted my comments on a weblog (blog) of some kind Besides posting your feedback online, have you already expressed your opinions on that same product or service experience using any of the following methods? If not, do you expect you will do any of these things in the future? 59%

27. One out of two reviewers are frequent writers About how many times in the last 30 days have you posted publicly on the Internet any kind of feedback regarding a product or service?

28. They leave their voice where they buy On a website belonging to a retailer and relating to an offline purchasing experience On a website belonging to a retailer and relating to an online purchasing experience On a product manufacturer's own website On an independent "product review" website such as Epinions, ConsumerReview, ConsumerSearch, CNET, TripAdvisor, etc. None of the above On a weblog (blog) belonging to you or some other individual Please tell us all the types of places you have posted feedback online about products or services (select all that apply) 66% 34%

29. Time Arming for fight Trying it on Reassurance Internet WOM In-store Forums & Reviews WOM In-store Leaflets & internet Purchase ▶ Through out the journey of purchase, customer listens to what other customer have to say ▶ Review Driven Marketing is to leverage customer’s voice to influence brand perception So how do Reviews impacts my business? * Source : Saatchi X Collecting info Avoiding a mistake Feeling more confident Final check Talk to friends + - Narrow choice Obtain a visual baseline Talk to friends PURCHASE

30. ▶ 77% of online shoppers seek product ratings & reviews ▶ 84% trust user reviews over a critic ▶ 58% of consumers start their research on the manufacturer web site Customers are actively using product reviews * Source : Saatchi X * Source : Forrester, Jupiter Media, Shop.org

31. Case Study

33. Gain deeper consumer and brand insight Monitor and check LGE’s influencer community and its impact among target markets Keep a pulse on the brand Foundation of Influencer Marketing Engage Monitor Influence Influence the influencers Join the conversation to contribute value Amplify positive conversation to key influencers Cultivate and facilitate consumer engagement Turn most loyal consumers into citizen marketers Generate viral buzz that will increase dialogue within key peer groups Create a “momentum effect” where consumers use and share brand elements

36. Marketing Application of VOC ▶ Tell your customer about Top rated Products In-Store, Website, Email Print etc.

37. Amplification Retailers YouTube ExpoTV Cnet ▶ Spread the reviews to where your targets are.

38. Generate UCC on LG product review that will be highly visible in search site such as Google and Yahoo Approach: Partner with YouTube & Google generating UCC on LG product review. Develop a set of keywords and tag to all UCC to support search engine. Invite LG product users to generate LG products review Video content as Search results Syndicate video content to LGusa.com and other partners. Tag Keywords to make the video content search friendly ▶ Search engines are now offering video content as search results ▶ Product review contents are on high demand but video formats are not available. (< 2% per brand) ▶ Video contents are not search friendly due to improper keyword tagging. Illustrative Appendix Amplification

40. 1. VOC Monitoring Appendix Illustrative

41. Source: LG VOC tracking at amazon, cnet, Bestbuy, Sears and Homedepot Share of Voice - Illustrative sample report September 2008 Illustrative HE LCD Plasma Bluray Mos YTD Mos YTD Mos YTD LG 6% 4% 6% 4% 3% 5% Samsung 74% 62% 34% 42% 20% 35% Sony 12% 21% 0% 0% 51% 32% Panasonics 2% 1% 59% 54% 21% 18% Sharp 6% 12% 0% 0% 4% 9% n= 393 12,728 108 3,524 98 1,355 HA Washer Dryer Refrigerator Mos YTD Mos YTD Mos YTD LG 20% 27% 10% 20% 32% 26% Samsung 12% 5% 0% 1% 24% 8% Kenmore 36% 49% 70% 43% 21% 42% Whirlpool 16% 9% 10% 18% 11% 5% GE 8% 3% 0% 10% 8% 8% Maytag 8% 6% 10% 9% 5% 10% n= 25 1923 10 820 38 1671

42. Recommendation Rate – Illustrative sample report HE HA Illustrative

44. VOC Trend study ‘ Flat Panel Reviews Volume Cnet Amz BBuy Sears Pan SS Sony Sharp LG ▶ Flat Panel Reviews are significantly increased at Amazon.com ▶ SOV of LG significantly increased from 1.8% to 5.5%. 71% 71% 5,013 8,553 5,013 8,553 VOC Study 1Q-3Q ’07 vs. 1Q-3Q‘08 120% L 79% P 21% L 78% P 22% 75% 131% 23% 17% 420% Illustrative

45. VOC Trend study Washer Reviews Volume HD Amz BBuy Sears May Ken WP Sam LG ▶ Washer reviews are significantly decreased in ‘08 ▶ SOV of LG significantly increased from 22% to 36%. ∆ 21% 27% 918 720 918 720 VOC Study 1Q-3Q ’07 vs. 1Q-3Q‘08 ∆ 35% 178 % ∆ 21% GE ∆ 48%

46. VOC Trend study Refrigerator Reviews Volume HD Amz BBuy Sears May Ken WP Sam LG ▶ Refrigerator reviews are significantly decreased except Samsung ▶ SOV of LG increased from 21% to 26%. ∆ 57% 600% 941 402 941 402 VOC Study 1Q-3Q ’07 vs. 1Q-3Q‘08 ∆ 73% 102 % ∆ 47% GE ∆ 48% ∆ 90% ∆ 57%

47. Net Recommendation Rate = (# of Recommended - # of Not Recommended) Total Review Volume Share of voice = Total Brand Review Volume Total Category Review Volume VOC Trend study ▶ WOM Strength can be measured by NRR (Net Recommendation Rate) and SOV (Share of Voice)

48. Net Recommendation Share of Buzz 50% 100% 25% 0% 50% MU DA CE 1. VOC Monitoring –Summary ▶ Samsung has the highest Share of Buzz and strong rate of recommendation ▶ MU and DA are leading the VOC for LG Illustrative

49. Michael Hong, Digital Marketing Consultant Michael is a Senior Marketing Management professional with exceptional skills and experience in e-Commerce Marketing. Michael has 20 years of marketing and marketing communications experience at corporations such as AT&T and LG Electronics. He is a creative marketer and a thought leader in digital marketing and multicultural marketing industry. He spoke at numerous conferences such as Internet Retailer and the eM9-Marketing Conference. Specialties: Advertising Strategy, Planning and Execution, Digital Marketing (SEO, SEM, Social media, Word-of-Mouth), Direct Marketing, Multicultural Marketing, B-B Marketing Education: Cornell University, Ithaca, New York B.A. 1985 School of Art, Architecture and City Planning Contact: (C) 201 841 9659 [email_address] Thank You