1. The document discusses using Facebook for business and the concept of resonance point. It explains that with the rise of social media, consumers have become "networked" and are ready to engage and spread information. 2. It then argues that companies should aim for a "resonance point" where they can trigger viral engagement from consumers. This is done by understanding consumer networks and interests in order to identify opportunities for ideas to "swing" and spread widely. 3. Monitoring social media for trends and sentiment is one way to find such resonance points and engage with consumers in a viral manner. Targeting all segments, including the most disadvantaged, can help give more people a voice online.

1. resonance point
(@npool)
2011 3 8
1

2. :
/ ,
21 (2000-2006)
www.offbeat.co.kr (Social Media Marketing Agency)
: www.berlinlog.com
2

3. Q1. Why to Use facebook for Business
A1. Power Shift: Networked Consumer
Q2. How to Use facebook for Business
A2. Resonance Point
3

4. 1
4

5. Q1.
Why to Use
facebook
for Business
5

6. 6

7. : 1 4900
70%
7

8. : 2800
68%
8

9. : 2100
65%
9

10. : 950
66%
10

11. 11

12. 12

13. 13

14. 14

15. ?
15

16. (SNS)?
16

17. SNS
17

18. ?
: http://www.allfacebook.com/google-facebook-photos-2010-09
18

19. 1. FarmVille & CityVille
19

20. 2. Photos
20

21. 3. Videos
21

22. Contents!
22

23. Social Contents!
Social Experience!
23

24. =
!
24

25. ?
25

26. 1. :
26

27. 2. :
27

28. 28

29. Group A:
29

30. Group B:
http://www.facebook.com/apps/directory.php
2 !
30

31. Group B:
Social Plugins
250 !
31

32. Group B:
(Brand) Pages
32

33. 33

34. Group B:
F-Commerce
34

35. www.sellaround.net
35

36. ⇓
36

37. ?
37

38. &
38

39. ?
39

40. 1.
?
40

41. !
41

42. =
42

43. Gatekeeping
43

44. Content
Content
44

45. 2.
45

46. Cokeʼs “Fans First” Approach in Social
Communities
Michael Donnelly
Group Director, Worldwide Interactive Marketing
46

47. 47

48. !
48

49. turn around:
networked consumer !
49

50. networked consumer
3
50

51. 1.
(network density)
51

52. 1-1. network density
between
people
52

53. 1-2. network density
between
people and objects
53

54. e.g.
Social Graph (Facebook)
54

55. 55

56. Object
=
Node
56

57. Coca-Cola page
fans: 22 288 627 (2011 2 9 )
57

58. Network Density
=
Link Density
58

59. 2.
59

60. 60

61. 61

62. =
digital resident in the network
=
networked consumer
=
social consumer
62

63. :
,
63

64. / ( )
→( )
→( )
/ ( )
64

65. 1987
65

66. 2009
=
66

67. ʻ ʼ ,
67

68. 68

69. Flashmob
69

70. , (Sylt)
70

71. 2009
(SNS)
:
5000 ʻ ʼ
71

72. 72

73. 2009 10 21
/
/
⇓
,
⇓
2009 11 23
98
73

74. 74

75. 75

76. KitKat
76

77. Give rainforests a break
77

78. 2010 3 17
“Have a break?”
78

79. 79

80. 1. 17 ,
2. 17 , (
: 79 )
3. 18
4. 18 ,“
”
5. 18 , !
80

81. 81

82. 3.
82

83. :
RSS Feed, RT, Like, Follow,
etc.
83

84. 84

85. !
85

86. Networked Consumer
:
86

87. ?!
87

88. 1.
2.
3.
88

89. !
!!
89

90. 90

91. 91

92. (linear)
92

93. (nonlinearity)
93

94. ʻ ʼ
⇓
ʻ ʼ
94

95. 95

96. / ʻ ʼ
⇓
ʻ ʼ
96

97. 97

98. HOW!!!
98

99. 2
99

100. Q2.
How to Use
facebook
for Business
100

101. A 2-1.
Resonance-Point
101

102. 2010 1 27 , iPad on Twitter
102

103. :
,
,
,
!!!
103

104. / (resonance)
(swing)
104

105. Resonance-Point
=
possibility to Swing at any time
105

106. Networked Consumer
=
ready to act
106

107. :
Resonance Point
?
107

108. ,
resonance-point
!!!!
108

109. !!!
109

110. Facebook
Fanpage / Brandpage
110

111. ?
111

112. :
2 !
112

113. 2 ?
113

114. !
114

115. ,
1 ,
resonance-point
115

116. 116

117. 1
,
,
117

118. :
Old Spice &
Mustafa
: http://www.berlinlog.com/?p=335
118

119. 119

120. 120

121. 1
121

122. 1
122

123. !
123

124. Social Media Monitoring,
Social Media Analytics,
Sentiment Analysis,
etc.
124

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. 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 IT'S AT YA'LL!!!! :)”
Addicted
Low Availability
High
Post “i am the # 1 fan. just ask anyone who knows me.”Post
Volum 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

128. 128

129. A 2-2.
targeting the base of the pyramid
129

130. striving to give
the most disadvantaged and
marginalized
a voice!
130

131. 131

132. !
132