TWITTER JOCKEY CAMPAIGN by PR One for Sk Telecom

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TWITTER JOCKEY CAMPAIGN

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Industry Telecommunications Services
Media Promo & PR, Case study
Market South Korea
Agency PR One
Released April 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: SK TELECOM
Product/Service: ICT
Agency: PR ONE
Chief of BX Design Department: Park Hye Ran (SK Telecom)
BX Design Team Director: Kim Chang Su (SK Telecom)
BX Design Team Manager: Yoon Jong Kwan (SK Telecom)
BX Design Team Manager: Kim Jae Ik (SK Telecom)
Account Director: Chae Jae Eun (PR One)
Account Executive/Project Director: Park So yeon (PR One)
Account Executive: Kim So yeon (PR One)
Account Executive: Koo Eun Ju (PR One)
Media placement: Digital PR - Https://twitter.com/#!/sktworld - 27 April 2011

Summary of the Campaign
Many companies in Korea are running Twitter sites to communicate more effectively with customers. However, most corporate Twitter pages focus on attracting people through gift events or with discount coupons rather than providing any substantial content. Companies believe that the number of followers they have quantifies their likability, which in turn predicts and extends the reach of advertising.

Corporate tweeting that draws attention to the company through gifts and events fails to adequately communicate with customers and share corporate news and events; it merely raises interest in the special events and gift-coupons.

Just as radio-programs invite listeners to call and share their stories, SK Telecom invited people to post their stories to its Twitter page. SK Telecom thought that real communication with the customer happens when customers spontaneously visit their Twitter-page and enjoy it.

Through such TJ activities, the likability of SK Telecom’s news and events improved remarkably. The company was chosen as the most reliable social network service company and the most influential company in Korea in 2011.

The Situation
Corporate tweeting that draws attention to the company through gifts and events fails to adequately communicate with customers and share corporate news and events; it merely raises interest in the special-events and gift-coupons.

The Goal
The Number 1 telecommunication company in Korea, SK Telecom, started this campaign with the idea that creating an enjoyable channel for consumers would contribute to improving the likeability of the company as well as increase its advertisement reach.

We analysed Korean Twitter-users and found out that Korean Twitter-users were most interested in these 6 categories: music, fashion, entertainment, IT, sports, and films. We also found that Koreans tweeted the most from 11am to 12 am and from 4pm to 5 pm.

The Strategy
Just as radio programs invite listeners to call and share their stories, SK Telecom invited people to post their stories to its Twitter page.

We ran a one-hour program on its Twitter page twice a day and invited customers to participate in the programs simply by sending and reading stories through mentions and responding with replies.

We chose popular experts in these 6 areas and ran their Twitter page like a radio broadcast, during the times people tweet the most. We called these expert broadcasters Twitter Jockey's, or TJs, like Disc Jockey's (DJs) in radio broadcasting.

Execution
In accordance with a predefined Twitter broadcasting-schedule, each TJ started introducing stories from the audience, just like radio programs do, at 11am and 4pm every weekday.

TJs personally replied to mentions from participants without any script or commercial messages.

On the 100th day after launching the TJ-programs, we published a Twitter Jockey Diary with the mentions that the singer, Wheesung, had gathered.

We took a step forward with the live broadcasting of 'Viewable Twitter', a TJ program that invited and welcomed twitter audience participation.

Documented Results
Through such TJ activities, the likability of SK Telecom’s news and events improved remarkably. The company was chosen as the most reliable social network service company and the most influential company in Korea in 2011.

In just 80 days of the TJ-program operation, the likability of SK Telecom increased by over 300% and SK Telecom’s Twitter page gained 62,000 followers in just 10 months.

About 46% of all followers spontaneously retweeted mentions to others. This was 28 times more than before the TJ program.

The term Twitter Jockey that SK Telecom coined was entered into a Korean dictionary as a new word referring to a new type of broadcasting occupation.

SK Telecom’s TJ project was introduced in various media and received the Korea Public Relations Grand Prize in the Image division in 2011, which is the most authoritative Public-Relations award in Korea.