Seihaku’s Blogmarketing Bible

Archive for the ‘Blog Content Plan’ Category

UCC’s present and future. And on the realistic restriction regulations.

Written by admin on January 17, 2008 – 4:38 pm -

UCC is a very attractive contents, discussed in many standpoints. If we limit the UCC movies, just by itself, in methods of creating added values, ways of converging advertising into movie clips, like inserting ads, are emerging as a strong prospect.

But, trends of futuristic medias such as IPTV are in progress of separating contents and advertising, so one can predict that the future of movie contents will be ignored by the consumers. Then which UCCs will emerge as the future mainstream? First of all, you need to understand that UCCs are limited in many ways by the UCC guidelines of portal sites.

These various restrictions are becoming fixed as the limitations of UCC. And in the reality where mere ‘creative’ is the only thing you can express through UCC, a never ending beta-tests are inevitable. Eventually, UCC of today is a cultivating ground for pure amateur Internet trolls and is merely increasing the value of UCC related firms (like portals, search engines, UCC provides, digital camcorder makers and movie editing software makers), rather than the UCC itself.

In the end, if a feedback system that benefits the UCC creators cannot be established, the products, or the solidarity between firm and UCC creators will naturally loosen and merely stay at a content level of a private brand marketing, which expresses only himself.

The standpoint of the firm will likely turn away to elsewhere, coming to a conclusion that it is too early to introduce UCCs to marketing. That instant, UCC bubble will cause critical damage to the overall web industry. It hasn’t quite reached this stage yet, but you must take heed to the impatient nature of enterprises.

Then, let us look at the refusal criteria of the pandora tv.

Copyright related.
—————————————————————————————————————————
In cases which: -
- you scrap or post a link to a unauthorized contents from other services or sites
- you promote illegal piracy such as free downloads without a genuine license
- contents leading to illegal piracy such as serial numbers or cd-key shares
- you sell pirated back-up copies
- you promote warez sites
- contents that are infingement of copyrights, trademarks or patents

There are many secondary editorials due to the property of video UCC. The limitations on the related copyrights eventually forms a restraint that only the self created ones a valid. Furthermore, practicing strict standards on various topics that deals with trademarks and patents on screen will ultimately shorten its life of UCC. Personally, I believe that establishing a new Internet related law called “Internet Contents Copyright”, other than that of the current copyright related laws, which can be applied in a broad extent, is the only quick way to secure a UCC global standard and to become a world-wide trend leader.

Corruption of public morals
In the interest of protecting the public morals, posts may be rejected that are against the public morals.

Contents that : -
- promote or beautify suicide or explain methods of suicide, or induce am accompanied suicide
- promote, praise or encourage criminal related matters
- belittle a specific group or religion
- encourage or stimulate corruption such as sexual assault or illegal drug usage
- solicit, induce or mediate a murder
- mediate activities that injure the public moral
- related to cyber stalking
- post or link to a detestable images such as execution scene, corpse, etc
- praise child or spouse violence
- arouse passion of gambling
- encourage superstition or other non-scientific lifestyle
- detestable matters such as profanity or insulting curses
- falsehood that cause social commotion
- belittle the socially left outs such as handicaps or seniors

Carefully observing the above, you can see it does not differ from saying don’t apply any topics that are on air on screen right not. It makes no sense to practice such a strict guideline but this will eventually force youtube over pandora TV. Korean Video UCC firms need to awaken from a deformed system of content creation in which does not pay contents, yet apply a strict measure or all thinkable matters. Why do UCC contents face so much false accusations? What do they want after causing all this?

Etc.
1. Promoting speculation and commercial contents
Pandora TV may refuse to post contents that promote speculation and other unauthorized commercial contents.

Contents that : -
1) promote or encourage gambling through the exchange of currency (cyber money)
2) promote or encourage illegal pyramid sales scheme
3) sale or forced sale of illegal promotional goods or lotteries
4) commercial nature with an intention to create profit for a certain firm or an individual
5) post falsehood or illegal matters such as money making sites, pyramid scam

2. Defamation Contents
Pandora TV may refuse the posting of contents that defames a certain individual, group including members of Pandora TV.

Contents that : -
1) infringe personal rights
2) defame or provide any false claims to an individual or group
3) contain verbal abuse or profanities that desecrates a certain individual’s character or arouse aversion or discomfort.
4) infringe the rights of an individual or groups and their good name

3. Criminal related, or promoted contents
We may refuse the posting of contents that encourage or promote illegal criminal activities.

Contents that : -
1) induce similar crimes by providing a detailed depiction
2) are if detestable nature, mentioning its process in detail
3) encourage illegal activities or to take part in it
4) posts illegal contents such as id-number generator, card generator, item generators
5) sell or introduce illegal imitation products
6) aims to provide other information that are against other laws
7) posts violent, illegal contents that cause a social issue

4. Etc

Contents that : -
1) intentionally cause harm the Pandora TV’s service
2) are objectively determined that are crime related
3) violates the conditional use and the regulations set by the company including this agreement
4) violates other related laws
5) imitating the administrator or manager

Just looking at 4.1, makes it difficult for a business to approach it. Pandora TV may stop losses of businesses due to UCCs by making a legal boundary. But such video UCC sites will eventually face estrangement, as many passionate UCC creators emerge.

As we have seen from above, pure domestic UCC creators who receive no feedback other than its storage and exposure to search engines will eventually turn to foreign video UCC sites in no time. Foreign video sites don’t exercise such strict measures of regulations and related laws. And in a sense that their UCCs are globally exposed will make the domestic small to med-sized UCC sites to lose its incentives more and more.

And the current UCC guidelines are no more or less of an aversion in which it is merely observed of its procedure. Who should take the big lot? Businesses? Video UCC sites? Portal? or UCC creators?

The site that will create such practical, reasonable structure will rule the UCC of the whole world.

Tags: contents, Copyright, IPTV, UCC, UCC creators, UCC guidelines, UCCs
Posted in Blog Content Plan, Blog Marketing Theory | No Comments »

Blog Marketing Core Keyword Securing Strategy - Essboard

Written by admin on January 15, 2008 – 3:59 pm -

The actual buryers of Essboard are the parents of elementary school children although the children uses it. Many variety of strategic keywords have been developed in this aspect of psychology, where the children wants to look more mature like high school students. In such keyword strategy, if we can call the process of developing various keyword and contents to customers and non-customers, a two-dimensional strategy. Such keyword strategy aimed towards non-customers are very critical and absolutely required for marketing as well.

First by choosing a keyword that an elementary children are interested in, then create a new story by converging the keyword with the product so that variety of interesting ways are used to keep them entertained. Contents that emphasized the brand as the original, by differentiating image and quality, were used initially to existing customers; and words such as fake, imitation and even death sentence, were used as applicable keywords.

In order to provide information to customers who are interested in other wheel sports equipment other than Essboard, 2006~2007 Korea Skateboard review was promoted. The important thing here is that many customer’s interest and click was drawn from the PR that included the competing products. And furthermore, this brought about an opportunity to have a new recognition on the Essboard.

Review contents were promoted with an intention of a win-win situation for this industry. If a zero sum game with a specific product is the aim, benchmark strategy is ideal. Also, a free donation corporate image marketing was promoted, in an educational aspect, to the domestic alternative culture schools and Korean schools located in Beijing, due to the influence of an executive interested in education. Promotion called Essboard Hip Hop Culture Project were also promoted for the susceptible teenagers.

Most notable event was when we gave Essboard to Jisung Park and other Manchester United’s players as a fan. Promotional contents about PPL products from TV, dramas; pictures and story on foreign Essboard manias; and UCCs were posted to draw customer interests. Korean Essboard Design Contests were also held as a design development project in conjunction with a network by Design Colleges and their students.

An interesting thing to note here is that as many as 141 various contents are continuously promoted as a promotion or events, but it is most critical to expose a combination of various keyword at a perfect timing, through their blogs. (Shaolin Temple, UV Blocks, Soccer, InnoDesign, G-Market Purchase warning, impulsive buying, capoeira, Yuna Kim, MaNyerYooHee, MUST HAVE, Chocolate, Penance Helper, Beat-box, Hip Hop, Air force one, January Effect, Palace S, Generation Consensus, Examinees, X-Game, etc.) In other words, contents that react to the keywords of customer interest, are posted at the same time.

You can see that core keywords, Essboard, and other diverse surrounding keywords are blended to form a content mixture through various approach methods. The fact that Essboard blog contents were able to reach the customer in a variety of ways, in less than a year, shows that it created a structure of trust and connection, different from advertising.

If you search the keyword Essboard on naver now, you can see that Seihaku’s Essboard story comes up as a top result. As mentioned above, you need to understand that blog marketing isn’t just posting articles on the blog, but creating various, complex contents in which the corporate operation extends to all areas, including marketing, promotion, development and advertising.

In blog marketing, more you know, more you become friends with customers.

Tags: blog contents, blog marketing, Essboard, Jisung Park, Manchester United
Posted in Blog Content Plan, Blog Marketing Theory | 1 Comment »

Blog contents project course - case study: EssBoard

Written by admin on January 11, 2008 – 10:55 pm -

Looking at the current market situation of Essboard prior to Essboard’s blog contents project course, Chinese imitations were selling illegally at the open market for a price of about 10% and a few domestic firms have found a way to get around the patent on the Essboard, producing similar products to circulate the market.

Essboard, just like established Korean manufacturers, was in an exclusive position at the primary stage of the market. But as many fakes entered the online market, Essboard felt the necessity of online marketing which brought about the introduction of blog marketing. Essboard blogs were set up on 5 different portals including naver, yahoo, empas, daum and paran; and contents of similar nature are posted on each blogs.

Essboard Naver blog categories.

Essboard = anxious to run
Essboard gift
Essboard street interview - Bundang Center Park
Riding Essboard on weekends
Riding Essboard on weekends
Essboard and Shaolin Temple
Essboard and Shaolin Temple
Let’s start… together with Essboard
Essboard and the unidentified Shaolin Monk
Essboaerd contest (Example on United States patents)