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本ホワイトペーパーでは、Harvard Business Review Analytics …

本ホワイトペーパーでは、Harvard Business Review Analytics Servicesが最近実施した調査結果をもとに、ソーシャルメディアを「分析」し効果的に「活用」する能力を導入することの重要性について解説されています。

要約
 ブログ、Facebook、TwitterからLinkedIn、YouTubeにいたるまで、ソーシャルメディアの急激な成長により、企業は、世界中の何百万人もの顧客が毎日のようにやり取りする会話に参加できるようになった。そして、従来の考え方でマーケティングやブランド管理に取り組むことが難しくなったと同時に、企業が顧客について理解を深め、瞬時に顧客とつながりをもつ新たなチャンスが生まれた。

 本ホワイトペーパーでは、Harvard Business Review Analytics Servicesが最近実施した調査結果をもとに、ソーシャルメディアを「分析」し効果的に「活用」する能力を導入することの重要性について解説されています。

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  • 1. Harvard Business Review Analytics Services
  • 2. 10 Paul Gillin The New InfluencersCopyright © 2010 Harvard Business School Publishing. All rights reserved.
  • 3. A Harvard Business 1 Review Analytic Services Report Facebook Twitter LinkedIn YouTubeHarvard Business Review Analytics Services 2,100 3 2 4 3 75% 3 1 31% 4 1 23% 7% 3 2 12%
  • 4. 2 A Harvard Business Review Analytic Services Report TypePad WordPress Twitter Facebook LinkedIn Wikipedia Delicious Digg Web Trip Advisor Yelp YouTube iPhone Twitter 5,000 Facebook 5 2011 10 82% Forrester Research 3 1 Facebook Twitter 70% Twitter YouTube 10 The New Influencers Paul Gillin Harvard Business Review Analytic Services 2,100 4 3 79% 58% 21%
  • 5. A Harvard Business 3 Review Analytic Services Report 3 261% 1 4 1 4 1 23% 5% 1 69% 61% 57% 50% 46% 45% 42% 32% 29% 21% 11%
  • 6. 4 A Harvard Business Review Analytic Services Report Web CRM 7% Tom Davenport Davenport Web CM 12% 2 Google Web Analytics 2.0 Avinash Kaushik Web Kaushik
  • 7. A Harvard Business 5 Review Analytic Services Report 23 41% 40% ROI 31% 28% 25% 22% 19% 16% 15% 15% Web 14% 13%Web 26% 30% Web Web Web 29% 3
  • 8. 6 A Harvard Business Review Analytic Services Report 3 3 50% 7 61% Web 30% 26% 7 61% 23% 21% 20% 19% 18% 11% 7 61% 11% 11% 7 22% 9% 8% 4 87% 58% 58% Twitter 53% 22% 2%
  • 9. A Harvard Business 7 Review Analytic Services Report23 9 18 Web 87Facebook 58 53 4 YouTube 5 Facebook LinkedIn Twitter 5 4 1 15% 2 25% 7 3 3 26% 4 23% 36 5 8% 35 2%
  • 10. 8 A Harvard Business Review Analytic Services Report YouTube Twitter Facebook LinkedIn Facebook Twitter Web Facebook TV Web 72 71 66 61 41 32 27 6
  • 11. A Harvard Business 9 Review Analytic Services Report 6Facebook Twitter YouTube Web 72% 17% 6% 71% 16% 9% 66% 21% 11% 64% 21% 12% 50% 25% 22% 48% 24% 26% 45% 19% 32% 44% 24% 27% 32% 25% 41%
  • 12. 10 A Harvard Business Review Analytic Services Report 4 1 IR 69 PR Web 7 20 4 1 12 49 7 69% 43% 35% Web 30% 17% IT 16% MR 15% CRM 14% 12% 9% 9% 8% 6% 2%
  • 13. A Harvard Business 11 Review Analytic Services Report 12 8 9 10 4 63 81 10 1 10 12% 7 10 1 43% 45% 160 10,000 143 133 126 8 10 5 7 1 4
  • 14. 12 A Harvard Business Review Analytic Services Report 9 87% (136) 64% 85% (123) 69% 76% (131) 58% 55% (167) 33% 52% (208) 25% 50% (167) 30% Web 47% (142) 33% 45% (136) 33% 4% 5% 2% 2% 2% 7% Web Web 4 1 70 4 Twitter LinkedIn Facebook CSR
  • 15. A Harvard Business 13 Review Analytic Services Report 10 67% 46% 36% 59% 58% 54% 45% 34% 27% 39% Web 29% 25% 36% Web 27% 15% 32% 26% 24% 7 20% 13% 36 7% 45 LinkedIn YouTubeFacebook Web 20 2 44%
  • 16. 14 A Harvard Business Review Analytic Services Report 11 45 11 Web 46% 28% 11% 31% 44% 67% 23% 28% 21%
  • 17. A Harvard Business 15 Review Analytic Services Report 12 Web 30% 18% 16% 42% 57% 59% 27% 25% 24%Web 2010 4 Performics ROI Research Twitter 33 30 3 2 Web 12 3 60 51 75 19
  • 18. 16 A Harvard Business Review Analytic Services Report Web 5 ROI 5 Web 3 1 37 Twitter 36 2 3 33 4 1 27 4 1 26 Web Twitter B2B
  • 19. A Harvard Business 17 Review Analytic Services Report 41 13 1312 2 3 6% 41% 5% 36% 8% 33% 4% 27% 4%Web 26% Web 4% 18% 2% 12% 1% 10% 2 3
  • 20. 18 A Harvard Business Review Analytic Services Report 3 2 12 30 Groundswell Open Leadership Charlene Li
  • 21. A Harvard Business 19 Review Analytic Services Report2010 7 Harvard Business Review Analytic Services Harvard Business Review 2,100 12 54 23 EMEA 36 3 1 13 19 9 8 8 57 22 25 25 4 1 43 24 19 3,700 2009 5 2,800 50 29 3 1 hbr.org
  • 22. SAS The Nielsen Company ¹ Web 3 1 2009 43 Morgan Stanley 2011 iPhone 1 ² Facebook CEO 2011 Facebook 10 ³SAS Web CMOJim Davis1 NielsenWire What Americans Do Online: Social Media And Games Dominate Activity. 2010 8 2 http://blog.nielsen.com/nielsenwire/online_mobile/what-americans-do-online-social-media-and-games-dominate-activity/2 AppleInside Apple expected to have 100M iPhone subscribers by end of 2011. Apple 2011 iPhone 1 2010 6 17 http://www.appleinsider.com/articles/10/06/17/apple_expected_to_have_100m_iphone_subscribers_by_end_of_2011.html3 Mark Sweney Mark Zuckerberg: Facebook almost guaranteed to reach 1 billion users. Mark Zuckerberg Facebook 10 Guardian 2010 6 23 http://www.guardian.co.uk/media/2010/jun/23/mark-zuckerberg-facebook-cannes-lions
  • 23. Twitter 50 Harvard Business ReviewAnalytic ServicesSAS CMOJim Davis
  • 24. JP2011WP_HBRAS_R7

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