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Social Media:
Connected Consumption
염동훈
Strategic Partner Developer Manager
Google Inc.

25 June 2008



                 ...
Social Media Definition


“Using technology to socially interact
 within communities using words,
 pictures, videos, and a...
Social Media Technologies


               Internet Forums
 Wiki

                                 Podcasting
           S...
Social Media Brands




                      Google Confidential and Proprietary   4
Evolution of Social Communications


“Fundamental shift has taken place in all
 of our lives about what it means to
 commu...
Connected Consumption


“We have moved from an individual
 consumption experience to a connected
 consumption experience“
...
Social Media Impact


              Users

         Service Providers

            Publishers

            Advertisers
   ...
Social Media Impact - Users




           Social Capital

                              Google Confidential and Proprieta...
Social Media Impact - SP




                           Google Confidential and Proprietary   9
Social Media Impact - Companies




         Fragmented Media

         Social Advertising



                            ...
Fragmented Media




                   Google Confidential and Proprietary   11
Embracing Social Media




                         Google Confidential and Proprietary   12
Embracing Social Media


“The rapidly changing tech landscape
 makes it efficient and easier than ever
 before to listen, ...
Direct2Dell – Blogging




                         Google Confidential and Proprietary   14
Twitter – micro-blogging




                           Google Confidential and Proprietary   15
StudioDell - Videos




                      Google Confidential and Proprietary   16
Social Advertising


“Advertising is not anymore just about
 content distribution. It is about people,
 connections, and s...
Shift in Advertising


           Static Advertising




          Dynamic Advertising


                                G...
Social Media Flow

       Targeting your message

    How do you seed your message?

     Who will be your messengers?

  ...
Measurement is Everything



             Influence Index
      Measuring the value of the messenger




           Engage...
New Attributes to Measure


 How engaged were people with my brand?

SHARED
SUBSCRIBED
EMBEDDED
EMAILED
FAVORITED
COMMENTE...
Next Pagerank?



              Google Pagerank
       Measuring the importance of webpages




                  Friendra...
How many Social Networks?



          Metcalfe’s Law – n2


Let’s try not to create any more networks


   Add value on t...
Developer
            Google Confidential and Proprietary   24
No Boundaries With OpenSocial



   Advertisers
 Content Owners            Users
   Application
   Developers




Create →...
Making People Lives Better


          Entertainment Value


           Productivity Value


              Social Value

 ...
Thank You
염동훈 (dougyeum@google.com)
Strategic Partner Development Manager
Google Inc.

25 June 2008



                   ...
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1 소셜미디어 구글코리아 염동훈

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Transcript of "1 소셜미디어 구글코리아 염동훈"

  1. 1. Social Media: Connected Consumption 염동훈 Strategic Partner Developer Manager Google Inc. 25 June 2008 Google Confidential and Proprietary 1
  2. 2. Social Media Definition “Using technology to socially interact within communities using words, pictures, videos, and audio to tell/share stories” Adapted from Wikipedia Google Confidential and Proprietary 2
  3. 3. Social Media Technologies Internet Forums Wiki Podcasting Social Networking Blogs Video Sharing Photo Sharing Google Confidential and Proprietary 3
  4. 4. Social Media Brands Google Confidential and Proprietary 4
  5. 5. Evolution of Social Communications “Fundamental shift has taken place in all of our lives about what it means to communicate in the 21st Century" BusinessWeek June 2, 2008 “Beyond Blogs” Google Confidential and Proprietary 5
  6. 6. Connected Consumption “We have moved from an individual consumption experience to a connected consumption experience“ Instant “water cooler” experience Google Confidential and Proprietary 6
  7. 7. Social Media Impact Users Service Providers Publishers Advertisers Google Confidential and Proprietary 7
  8. 8. Social Media Impact - Users Social Capital Google Confidential and Proprietary 8
  9. 9. Social Media Impact - SP Google Confidential and Proprietary 9
  10. 10. Social Media Impact - Companies Fragmented Media Social Advertising Google Confidential and Proprietary 10
  11. 11. Fragmented Media Google Confidential and Proprietary 11
  12. 12. Embracing Social Media Google Confidential and Proprietary 12
  13. 13. Embracing Social Media “The rapidly changing tech landscape makes it efficient and easier than ever before to listen, learn and connect with customers. The emergence of social media is a tremendous opportunity to bring the "outside" in to your company.” Global Neighbourhoods: SAP Global Survey: Michael Dell Google Confidential and Proprietary 13
  14. 14. Direct2Dell – Blogging Google Confidential and Proprietary 14
  15. 15. Twitter – micro-blogging Google Confidential and Proprietary 15
  16. 16. StudioDell - Videos Google Confidential and Proprietary 16
  17. 17. Social Advertising “Advertising is not anymore just about content distribution. It is about people, connections, and social networks.” Xtract: Social Advertising Intelligence White Paper Google Confidential and Proprietary 17
  18. 18. Shift in Advertising Static Advertising Dynamic Advertising Google Confidential and Proprietary 18
  19. 19. Social Media Flow Targeting your message How do you seed your message? Who will be your messengers? How can you make your message more distributable? Google Confidential and Proprietary 19
  20. 20. Measurement is Everything Influence Index Measuring the value of the messenger Engagement Index Measuring the value of the message Google Confidential and Proprietary 20
  21. 21. New Attributes to Measure How engaged were people with my brand? SHARED SUBSCRIBED EMBEDDED EMAILED FAVORITED COMMENTED UPLOADED Google Confidential and Proprietary 21
  22. 22. Next Pagerank? Google Pagerank Measuring the importance of webpages Friendrank? Measuring the importance of friends in my network Google Confidential and Proprietary 22
  23. 23. How many Social Networks? Metcalfe’s Law – n2 Let’s try not to create any more networks Add value on top of the networks Google Confidential and Proprietary 23
  24. 24. Developer Google Confidential and Proprietary 24
  25. 25. No Boundaries With OpenSocial Advertisers Content Owners Users Application Developers Create → Distribute → Reach → Engage Google Confidential and Proprietary 25
  26. 26. Making People Lives Better Entertainment Value Productivity Value Social Value Perceived Value increases when there is no cost – Free Service Google Confidential and Proprietary 26
  27. 27. Thank You 염동훈 (dougyeum@google.com) Strategic Partner Development Manager Google Inc. 25 June 2008 Google Confidential and Proprietary 27
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