25. Web 4.0 transforms the world with a critical
mass of social, industry and political networks
Web 3.0 transforms industry
and politics with peer to peer structures
Web 2.0 --
assemble and manage
large global crowds with a
common interest in social
interaction
Web 1.0 delivered the
internet and connected large
numbers of people
Source: Nova Spivack , Radar Networks
12年8月9⽇日星期四
55. Media
• Own 擁有的媒體
• Bought 購買的媒體
• Earned 賺來的媒體
• (different from Viral Social Media)
• OBE Model Own/Bought/Earned
• More interesting of your O/B Media, More
Media you will earn
12年8月9⽇日星期四
56. Earned media
• http://youtu.be/Kruq3ENh9lo
• 2010 Cannes Creative Award
• generated US$3,415,225 worth of earned media
from just US$225K in paid media
• 網站上和YouTube上的紀錄⽚片,被Fox運動頻道相
中,成為常態節⺫⽬目,更經由獨創的品牌置⼊入性內
容接觸到9千萬家⼾戶。創意為原本只是區域市場的
⾏行銷案,創造出了媒體費買不到的全國性規模。
12年8月9⽇日星期四