세션1 소셜 미디어 현황 및 전망

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세션1 소셜 미디어 현황 및 전망

  1. 1. resonance point (@npool) 2011 3 8 1
  2. 2. : / , 21 (2000-2006)www.offbeat.co.kr (Social Media Marketing Agency) : www.berlinlog.com 2
  3. 3. Q1. Why to Use facebook for BusinessA1. Power Shift: Networked ConsumerQ2. How to Use facebook for Business A2. Resonance Point 3
  4. 4. 1 4
  5. 5. Q1.Why to Use facebookfor Business 5
  6. 6. 6
  7. 7. : 1 4900 70% 7
  8. 8. : 280068% 8
  9. 9. : 210065% 9
  10. 10. : 95066% 10
  11. 11. 11
  12. 12. 12
  13. 13. 13
  14. 14. 14
  15. 15. ?15
  16. 16. (SNS)?16
  17. 17. SNS17
  18. 18. ?: http://www.allfacebook.com/google-facebook-photos-2010-09 18
  19. 19. 1. FarmVille & CityVille 19
  20. 20. 2. Photos 20
  21. 21. 3. Videos 21
  22. 22. Contents! 22
  23. 23. Social Contents!Social Experience! 23
  24. 24. = !24
  25. 25. ?25
  26. 26. 1. : 26
  27. 27. 2. : 27
  28. 28. 28
  29. 29. Group A: 29
  30. 30. Group B:http://www.facebook.com/apps/directory.php 2 ! 30
  31. 31. Group B:Social Plugins 250 ! 31
  32. 32. Group B:(Brand) Pages 32
  33. 33. 33
  34. 34. Group B:F-Commerce 34
  35. 35. www.sellaround.net 35
  36. 36. ⇓36
  37. 37. ?37
  38. 38. &38
  39. 39. ?39
  40. 40. 1. ?40
  41. 41. !41
  42. 42. =42
  43. 43. Gatekeeping 43
  44. 44. Content Content 44
  45. 45. 2.45
  46. 46. Cokeʼs “Fans First” Approach in Social Communities Michael Donnelly Group Director, Worldwide Interactive Marketing 46
  47. 47. 47
  48. 48. !48
  49. 49. turn around:networked consumer ! 49
  50. 50. networked consumer 3 50
  51. 51. 1.(network density) 51
  52. 52. 1-1. network density between people 52
  53. 53. 1-2. network density betweenpeople and objects 53
  54. 54. e.g.Social Graph (Facebook) 54
  55. 55. 55
  56. 56. Object =Node 56
  57. 57. Coca-Cola pagefans: 22 288 627 (2011 2 9 ) 57
  58. 58. Network Density = Link Density 58
  59. 59. 2. 59
  60. 60. 60
  61. 61. 61
  62. 62. =digital resident in the network = networked consumer = social consumer 62
  63. 63. :, 63
  64. 64. / ( ) →( )→( ) / ( ) 64
  65. 65. 1987 65
  66. 66. 2009 = 66
  67. 67. ʻ ʼ ,67
  68. 68. 68
  69. 69. Flashmob 69
  70. 70. , (Sylt)70
  71. 71. 2009 (SNS) : 5000 ʻ ʼ 71
  72. 72. 72
  73. 73. 2009 10 21 // ⇓ , ⇓ 2009 11 23 98 73
  74. 74. 74
  75. 75. 75
  76. 76. KitKat76
  77. 77. Give rainforests a break 77
  78. 78. 2010 3 17 “Have a break?” 78
  79. 79. 79
  80. 80. 1. 17 ,2. 17 , ( : 79 )3. 184. 18 ,“ ”5. 18 , ! 80
  81. 81. 81
  82. 82. 3. 82
  83. 83. :RSS Feed, RT, Like, Follow, etc. 83
  84. 84. 84
  85. 85. !85
  86. 86. Networked Consumer : 86
  87. 87. ?!87
  88. 88. 1. 2.3. 88
  89. 89. ! !!89
  90. 90. 90
  91. 91. 91
  92. 92. (linear) 92
  93. 93. (nonlinearity) 93
  94. 94. ʻ ʼ ⇓ʻ ʼ 94
  95. 95. 95
  96. 96. / ʻ ʼ ⇓ʻ ʼ 96
  97. 97. 97
  98. 98. HOW!!! 98
  99. 99. 299
  100. 100. Q2.How to Use facebookfor Business 100
  101. 101. A 2-1.Resonance-Point 101
  102. 102. 2010 1 27 , iPad on Twitter 102
  103. 103. : , , , !!!103
  104. 104. / (resonance) (swing) 104
  105. 105. Resonance-Point =possibility to Swing at any time 105
  106. 106. Networked Consumer = ready to act 106
  107. 107. :Resonance Point ? 107
  108. 108. ,resonance-point !!!! 108
  109. 109. !!!109
  110. 110. FacebookFanpage / Brandpage 110
  111. 111. ?111
  112. 112. :2 ! 112
  113. 113. 2 ? 113
  114. 114. !114
  115. 115. , 1 ,resonance-point 115
  116. 116. 116
  117. 117. 1 , ,117
  118. 118. : Old Spice & Mustafa: http://www.berlinlog.com/?p=335 118
  119. 119. 119
  120. 120. 120
  121. 121. 1 121
  122. 122. 1 122
  123. 123. !123
  124. 124. Social Media Monitoring,Social Media Analytics, Sentiment Analysis, etc. 124
  125. 125. CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE (SEPTEMBER 2009) N = 1,276 posts* *non-english language posts removed Source: Analysis of Facebook for Sept 1st – 30th 2009 125
  126. 126. Positive “Coca-Cola is the best drink!!!! I love it...” Conversation “ALWAYS COCA-COLA!! funny add from Coca-Cola with “Biggest General Fan” Tones Grant Theft Auto!” Other Coke Products Comments Advertising Ideas/ Suggestions Consumption Habits/ “DIET COKE IS WHERE ITS AT YALL!!!! :)” Addicted Low Availability High Post “i am the # 1 fan. just ask anyone who knows me.”PostVolum Volum “I adore cola! I can drink it every day :D” e “Anyone know if Kosher Coke is available e in Colorado??” “. . . Bring back the glass bottle it makes a difference” Negative Conversation Tones 126
  127. 127. 127
  128. 128. 128
  129. 129. A 2-2.targeting the base of the pyramid 129
  130. 130. striving to givethe most disadvantaged and marginalized a voice! 130
  131. 131. 131
  132. 132. !132

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