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Social Media Marketing (Social Network Service)
 

Social Media Marketing (Social Network Service)

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Republic of Korea

Republic of Korea
Hanyang University
MBA Competition
Social Media Marketing, and next step?

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    Social Media Marketing (Social Network Service) Social Media Marketing (Social Network Service) Presentation Transcript

    • Last Update ver.132011. 06. 28 Global MBA #7 |
    • 2011.05.21 MBA Report Competition2 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Speaker Introduction 1st. Semester 2nd. Semester 3rd. Semester 4th. Semester 2009. 2 2010. 1 2010. 2 2011. 1 (SMM) CRM MIS3 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Competition Subject ( , ) . ‘ ’ . Social Media is Buzz Word? Not Organized, Not Controlled Social Media Tool ?4 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Executive Summary 1/3 3.5G 4G Mobile Device(Smart Phone ) , . Report New Generation( ) Focus . (Social Network Service, SNS ) Business Model . . Fixed Cost , SNS . SNS Twitter , SNS , 2010 BM . SNS 4G Mobile Device ? Facebook, Twitter, Youtube Worldwide SNS , Platform . (Cyworld Domestic Service ) , SNS Moblie Device ? SNS Commerce M-Commerce . , LBS( ) NFC( ) Mobile Commerce Commerce Paradigm , Commerce 3.0 .5 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Executive Summary 2/3 Division Market 1.0 Market 2.0 Market 3.0 Business 1.0 Business 2.0 Business 3.0 Paradigm 제품 중심 소비자 지향 가치 주도 분업과 표준 진보와 혁신 창조와 혁명 Shift Core , , Concept Catch-up Creating Goal Business Business Commerce Commerce 2.0 Smart Phone Commerce 3.0 REAL Shopping 1.0 WEB 2.0 (E-Commerce) Social Media (Smart Commerce) , Platform, Social media, Real Time, Smart Phone Relation O2O Cross (GPS, ) Application Long-tail, , Marketing Each Social Shopping (AR, QR ) Push Pull Social media Platform , Anytime , , (ex. Facebook, Twitter) Anywhere Wi-fi Zone 3G , On-line Local On-line + Off-line Cross6 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Executive Summary 3/3 1. Smart Phone Social Media Smart Phone , E- , Commerce 2.0 , , Commerce 3.0 ‘09 1,500 → ‘15 2.65 E- 8% (※’15 E- 33 , 328 ) 2. Smart Commerce , , “REAL ” , , Viral Marketing Context , Target + , O2O Cross , ( / ) 3. Smart Commerce “REAL ” Trend , , , Mobile UX Real Local & Social Commerce Platform , N-Screen (Mobile ↔ Television ↔ Internet Commerce )7 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • KEY Words Bandwagon effect Prosuming Real Connection QRcode F-Commerce M-Commerce T.G.I.F ROI mNSC Business Model War Viral LBS O2O Long Tail NFC Smart Phone Social WEB Convergence [ ] http://www.facebook.com/#!/photo.php?fbid=10150150649036729&set=a.376995711728.190761.20531316728&theater8 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 1. Mobile Network 2. Social Network Service 3. Major SNS 4. Social Commerce 5. Social Commerce Company Analysis 6. Mobile Advertising 7. Commerce 3.0 8. 9. Change of Environment 10. Brainstorming & Result Deduction9 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Chapter 1. Mobile Network의 흐름 1-1. Mobile Network Development 1-2. 4G Evolution Road-map 1-3. 1-4. Difference between 3G and 4G 1-5. 4G Speed10 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 1. Mobile Network의 흐름 1-1. Mobile Network Development 1995 2000 2005 2010 High Speed Mobile Multimedia Services IMT-2000 High Enhancements 4G IMT-2000 Services 3.5G 2Mbps < 64 k ~ 384 kbps, Cellular / PCS 3G 2 Mbps (indoor) 9.6 k ~ 64 kbps 2G / 2.5G 5 GHz Mobility < 300 bps*** W-LAN 100M-1Gbps Hot Spot 2.4 GHz Mobility Service-oriented W-LAN* Broadband WLL Data WLL** Service-oriented Low Low Transmission Speed High (Voice) (Data) (Image/Graphic) (Moving (High Quality Video Streaming) Picture/DTV) * W-LAN : Wireless Local Area Network ** WLL : Wireless local loop *** bps(bit per second) : ( )11 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 1. Mobile Network의 흐름 1-2. 4G Evolution Road-map 1995 2000 2005 2007 2011 (HSDPA) (HSUPA) PDC WCDMA 3 WCDMA 5 WCDMA 6 WCDMA 7/8 28.8Kbps (2.3/2.3) (14.4/2.3) (14.4/5.8) 30~100 Mbps Mbps Mbps Mbps GSM GPRS EDGE 10Kbps 171Kbps 474Kbps ( ) Wibro Wibro phase Ⅱ Ⅱ Ⅱ Ⅱ 20Mbps 30~50 Mbps 1G 2G 2.5G 3G 3.1 ~ 3.9G 4G CDMA2000 CDMA2000 CDMA2000 CDMA2000 CDMA ( ) 1X EV-DO 0 EV-DO A EV-DO B (IS-95B) 144Kbps (2.4M/153K) (3.1/1.8) 3.1Mbps 56Kbps bps Mbps CDMA CDMA 2000 (IS-95A) 1X EV-DV 14.4Kbps (3.1/1.8) Mbps12 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 1. Mobile Network의 흐름 1-3. 이동통신 기술의 세대(Generation)별 특징 1G 2G 3G 4G Beyond AMPS CDMA IMT-2000 IMT-2000 1G 2G 3G 4G Analog Cellular Digital Cellular IMT-2000 IMT-Advanced 14.4kbps ~ 144kbps ~ 100Mbps ~ 10kbps 64kbps 2Mbps 1Gbps , Data, , Data, Data SMS 1984 ~ 2000 1996 ~ 2001 ~ 2011 6 4 9 43 5.6 37 ↑ 104 ↑ 3,900 ↑13 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 1. Mobile Network의 흐름 1-4. Difference between 3G and 4G Real World (avg) Theoretical (max) Availability Download Upload Download Upload 2.5G GPRS 32~48Kbps 15Kbps 114Kbps 20Kbps Today 2.75G EDGE 175Kbps 30Kbps 384Kbps 60Kbps Today UMTS 226Kbps 30Kbps 384Kbps 64Kbps Today W-CDMA 800Kbps 60Kbps 2Mbps 153Kbps Today 3G EV-DO Rev. A 1Mbps 500Kbps 3.1Mbps 1.8Mbps Today HSPA 3.6 650Kbps 260Kbps 3.6Mbps 348Kbps Today HSPA 7.2 1.4Mbps 700Kbps 7.2Mbps 2Mbps Today WiMAX 3~6Mbps 1Mbps 100Mbps+ 56Mbps Today LTE 5~12Mbps 2~5Mbps 100Mbps+ 50Mbps End 2010 Pre-4G HSPA+ - - 56Mbps 22Mbps 2011 HSPA 14 2Mbps 700Kbps 14Mbps 5.7Mbps Today WiMAX 2 100Mbps mobile / - - 60Mbps 2012 (802.16m) 1Gbps fixed 4G 100Mbps mobile / LTE Advanced - - 1Gbps fixed - 2012+14 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 1. Mobile Network의 흐름 1-5. 4G Speed 4 (4G) Speed 1Gbps, 100Mbps15 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Chapter 2. Social Network Service 2-1. Social Network Service 2-2. Social Media Service 2-3. Social Media Landscape (1~2) 2-4. Social Media Definition (1~2) 2-5. Social Media (1~4) 2-6. Social Network (1~4) 2-7. The world map of social networks 2-8. TGIF vs. mNSC (1~2) 2-9. On-line 2-10. Social Media (1~3) 2-11. Social Site 2-12. In 60 Seconds…16 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Network Service 2-1. Social Network Service의 이해 Open(Social) API 3rd. Parties Social Interaction Photo, Music, Movie, Articles, Discovery / Search Blogs, News, Small-Talk, Etc. Object Fan Friends Relation (Network) Profile Me17 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-2. 다양한 Social Media Service Social Comment& Crowdsourced Bookmarks Reputation Content Pictures Livecasting- Blog Platforms Video & Audio Wiki Blogs/Conversations Music Blog Communities The Conversation The Conversation Events The Art of listening, Micromedia Learning & Sharing Lifestreams Documents Specific to Twitter Video Aggregation SMS/Voice Video Social Networks Location Niche Networks : Brian Solis and JESS3 Customer Service Networks18 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-3. Social Media Landscape (1) GOOD! OK. BAD!19 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-3. Social Media Landscape (2) Social Media Landscape in June 2008 Social Media Landscape in January 2011 Next Landscape ??? Social Media Landscape in April 200920 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-4. Social Media Definition (1) Another Definition…. Participatory Online Media Technology & Platforms where users can share that facilitate News Conversation Customer Sharing Pod Relationship Photos casts Videos Influence Connections21 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-4. Social Media Definition (2) Social Media vs. Traditional Media Social Media Traditional Media Market Continuous, detailed feedback from Serves of focus groups conducted Research customers using online communities infrequently with limited customers New Product Customers contributing new product ideas New Products created by R&D with limited Development to brand team on regular basis feedback from customers Customer Customers expect brands to listen and One-way marketing from the company : Interactions engage with them on a regular basis two-way dialogue occurred in the store Brand Brand Positioning created and shared with Brand positioning created with agency and Positioning most engaged, loyal customers dictated to consumers Digital campaigns reach consumers in an TV ad created for the masses, some Targeting entirely personalized manner minimal targeting via program selection Campaign constantly evaluated and Campaign created with agency and Creative evolved based on real-time data executed over six-month plan22 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-5. Social Media의 종류 및 주요 특징 (1) : , , !, HBR, 200923 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-5. Social Media의 종류 및 주요 특징 (2) Social Media (Content Reader → Content Publisher) Broadcasting (Many-to-Many Model) “Wisdom of Crowds” Social Channel ( ) “ ” Social Media is.... It isn’t.... Consumer-driven Controlled Transparent Impersonal Engaging Exclusive Inclusive Formal Sincere One-sided24 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-5. Social Media의 종류 및 주요 특징 (3) Media Relationship Diffusion / Viral Social Web Service Spectrum Viral Marketing : Contents , Social Media Marketing : , Marketer25 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-5. Social Media의 종류 및 주요 특징 (4) ( ) 1. - Commission (ex. Facebook Sponsorship) Advertising 2. - SNS models . , . E-commerce Web 2.0 Subscription User Contents , models profile , Membership Package . . Transaction . models . 1. : , 2. Twitter 3. ( ) : ,26 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-6. Social Network 사이트의 역사 (1) Six Degrees.com ‘97 Launch Dates of Major Social Network Sites ‘98 LiveJournal ‘99 AsianAvenue BlackPlanet LunarStorm ‘00 MiGente Cyworld ‘01 Ryze Fotolog ‘02 Friendster Skyblog MySpace ‘03 Tribe.net, Open BC Hi5 Orkut, Dogster Flickr, Piczo, Mixi ‘04 Facebook(Harvard only) Yahoo! 360 ‘05 YouTube, Xanga Facebook(high school) QQ ‘06 Twitter Facebook(everyone)27 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-6. Social Network 사이트의 역사 (2) * World of Warcraft/MMORPGS History of MMORPGS(Massively Multiplayer Online Role-Playing Games) have become social networks in their own right. MMORPGS became popular in the 2000s, though there were other online Social Media role-playing and other games prior to that. The most famous of these is World of Warcraft, where players interact both in the game world and on related forums and community sites. Social media has become an integral part of modern society. There are general social networks with user bases larger than the population of most countries. There are niche site for virtually every special interest out there. There are sites to share photos, videos, status updates, site for meeting new people and sites to connect with old friends. There are social solutions to just about every need.28 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-6. Social Network 사이트의 역사 (3)29 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-6. Social Network 사이트의 역사 (4) 1 . 2 ‘ ’ . * Source : ; The long tail of social networking30 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-7. The world map of social networks31 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-8. TGIF vs. mNSC (1)32 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-8. TGIF vs. mNSC (2) VS.33 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-9. On-line 유형별 이용빈도 및 이용시간 4.6 4.4 (h, Weekly) 3.9 3.7 3.1 2.9 2.7 72 2.3 1.8 1.6 1.7 55 46 46 39 37 27 24 19 21 (%, Daily) 12 Social E-Mail Organize Admin Shopping News Interest Gaming Knowledge Browsing Multi-media : TNS34 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-10. Social Media 사이트 이용 동기 (1) (collection and (diversion) (personal expression) (directory) connection) & (herd instinct) Bumgamer, 2007 ( + ) Communication Group , , , kth , 200935 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-10. Social Media 사이트 이용 동기 (2) TOP 5 Reasons why executives visit Social Networks 1. Great way to keep track of peers and colleagues 2. Easy access to thought leadership or information that cant be found elsewhere 3. Good way to showcase themselves or their companies 4. Easy access to learning and professional development 5. They wish to find out what others think of products, vendors or approaches Executives may be hesitant towards Social Media because 1. They want control The beauty of Social Media lies in the fact that It’s an inherently open and transparent medium of communication. You never know who will be reached and how people will respond. 2. Lack of understanding Technology and digital innovation is rapidly changing and CEOs feel vulnerable when they don’t know exactly how something works – So many of them they stay away altogether. 3. They fear it will be just a fad Without a clear vision of the future direction of Social Media and how it can be strategically and sustainably utilized to benefit the company, CEOs opt not to put energy into such uncharted waters.36 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-10. Social Media 사이트 이용 동기 (3)37 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-11. Social Site내 기업과 소비자간 지각 차이38 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 2. Social Media Service 2-12. In 60 Seconds…39 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Chapter 3. Major SNS 3-1. Facebook (1~8) 3-2. Twitter (1~6) 3-3. Facebook vs. Twitter (1~11) 3-4. Facebook ‘Like’ vs. Twitter ‘Follow’ (1~3) 3-5. Facebook vs. Twitter Think About 3-6. YouTube (1~8)40 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-1. Facebook (1) Facebook Market User age distribution on Facebook Active Users + 100M In South Korea (35th) 2007 10 50,000,000 Total Facebook Users : 3,660,300 2008 08 100,000,000 54month 2009 01 150,000,000 Max : 4,083,000 2009 04 200,000,000 8month 2009 07 250,000,000 2009 09 300,000,000 5month 2009 12 350,000,000 2010 02 400,000,000 5month 2010 07 500,000,000 5month 2011 06 700,000,000 Total 213 countries http://www.socialbakers.com/facebook-statistics/ 2013 1 1,000,000,000 Maybe… : 2011.06.27 14:3041 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-1. Facebook (2) 사람이 몰리니깐 New Paradigm 장이 들어서고, 돈도 돌고, 할 것도 많고, 돈 버는 사람들도 나타나고, 시장의 형태가 구축 Platform Entrepreneurs and developers from more than 190 countries build with Facebook Platform People on Facebook install 20 million applications every day Every month, more than 250 million people engage with Facebook on external websites Since social plugins launched in April 2010, an average of 10,000 new websites integrate with Facebook every day. More than 2.5 million websites have integrated with Facebook, including over 80 of comScores U.S. Top 100 websites and over half of comScores Global Top 100 websites People on Facebook More than 500 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on Facebook Activity on Facebook There are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each month More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. 2,000 , 190 100 Social Plugins , 1 , 250 130 , 80 , , , 90 30 , 7,000 [ ] http://www.facebook.com/#!/press/info.php?statistics42 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-1. Facebook (3) Facebook SNA tool ← TouchGraph, ↑ SocialGraph SNA Visualization, Measures SNA Density, Centrality43 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-1. Facebook (4) 2005 2006 2007 The History of Facebook’s Default Privacy Settings 2009.11 2009.12 2010.0444 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-1. Facebook (5)45 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-1. Facebook (6) Amazing Facebook 40 Statistics People on Facebook 1. More than 500 million active users 2. 50% of our active users log on to Facebook in any given day 3. Average user has 130 friends 4. People spend over 700 billion minutes per month on Facebook Activity on Facebook 5. There are over 900 million objects that people interact with (pages, groups, events and community pages) 6. Average user is connected to 80 community pages, groups and events 7. Average user creates 90 pieces of content each month 8. More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Global Reach 9. More than 70 translations of Facebook are available on the site 10. About 70% of Facebook users are outside the United States 11. Over 300,000 users helped translate the site through the translations application Platform 12. More than one million developers and entrepreneurs from more than 180 countries 13. Every month, more than 70% of Facebook users engage with Platform applications 14. More than 550,000 active applications currently on Facebook Platform 15. More than one million websites have integrated with Facebook Platform 16. More than 150 million people engage with Facebook on external websites every month 17. Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Facebook46 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-1. Facebook (6) Mobile 18. There are more than 200 million active users currently accessing Facebook through their mobile devices. 19. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. 20. There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products Facebook Stats from Around the Web 21. Over 80% of businesses today are using facebook today. 22. Facebook has over 1,700 employees 23. Facebook is valued at between 7.9 and 11 billion dollars (and rising). 24. Facebook is an international phenomenon: 70% of Facebook users live outside of the United States. 25. There are over 3 million active Facebook fan pages. 26. There are over 1.5 million local businesses with Facebook pages. 27. More than 20 million people become fans of Facebook fan pages every single day. 28. Facebook fan pages have created more than 5.3 billion fans. 29. The average Facebook user spends over 55 minutes on Facebook per day. 30. Women have 55% more posts on their wall than men. 31. More than 6 billion minutes are spent on Facebook each day. 32. More than 3 billion photos are uploaded to Facebook each month. 33. The United States is the country with the most Facebook users with 143,583,400 users. 34. 26.22% of the internet using world population are currently Facebook users. 35. More than 250 applications have more than one million monthly active users. 36. Facebook has more than 45 million active user groups. 37. Over 30 billion pieces of content are shared on Facebook every month. 38. Texas Hold’em Poker currently has the most fans with 26,973,501. 39. Static FBML is the most popular Facebook app with over 95,294,450 monthly application users. (However this app can no longer be downloaded.) 40. If Facebook were a country it would be the third largest country in the world.47 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-1. Facebook (7) ( ) ? F-market F-commerce F-mail Game / Search48 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-1. Facebook (8) * Organization Culture H4CK4THON 20% Project , 20% / 5 . " 20% . . G , 20% . . , . , CEO ( ) ‘ (G-mail) ’ . 700 . ‘ ’ .49 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-2. Twitter (1) New Twitter Accounts Created 44% of Twitter users joined during Jan ‘09 ~ Aug ‘10 Q) Twitter 140 A) 1. SMS Twitter Mobile Killer Application 2. , Twitter Tipping Point, ‘600 ’ Twitter Monthly United States People 07.3.4 ~ 10.5.3150 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-2. Twitter (2)51 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-2. Twitter (3) Twitter accounts analysed 79% not considered True Twitter Users Of which…. 40% are following Only 21% fall within At least 10 people The definition parameters Of True Twitter Users 27% have Tweeted 10 times or more 26% have at least 10 followers52 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-2. Twitter (4) PC Web , Mobile , Third-party Application www.twittercounter.com 2010.06.27 14:3053 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-2. Twitter (5) A Guide to Following People on Twitter Twitter Strategy Chart54 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-2. Twitter (6) : 140 , : , BUT Twitter BM?? : API Facebook Connect API 20% , Third PartyThe Twitterverse v0.9 by @BrianSolis55 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-3. Facebook vs. Twitter (1) Twitter incorporates the communication and Social Network ‘ ’ sharing aspect of social networking Social Network ‘ ’ but is in many ways easier defined as a microblogging news aggregation site, sort of. Twitter has a clear business model, but only a dozen people in the universe know exactly what that is, while Facebook has dozens of business models, but nobody in the universe knows exactly what they are. Facebook has nearly 10 times more users, hundreds more features, Social Infra and thousands more apps.56 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-3. Facebook vs. Twitter (2) Facebook Service Model Twitter Service Model External Services External Services Friend Time Micro Photo/ Social Social Followship Time Micro Photo/ List lines blog Video Apps Games List lines blog Video Open APIs Authoring App Authoring (Facebook Connect) Open APIs Platform Hosting Platform Makes itself global Provides Steals Makes itself global Provides social-infra Contents Time social-infra Contents My Friends Followships (Self-growing Social Relation Community) (Self-growing Social Relation Community) Offline Friend’s Just New Offline Retweeted Celebrity Friends Friends Friends Friends Authors Service Model : , - Facebook : friend - Twitter : (subscription) Followship57 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-3. Facebook vs. Twitter (3) http://www.digitalsurgeons.com/blog/design/social-demographics-2010-a-fresh-look-at-facebook-and-twitter/58 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-3. Facebook vs. Twitter (4) http://www.testking.com/techking/roundups/everything-you-need-to-know-about-social-networks-infographic/59 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-3. Facebook vs. Twitter (5)60 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-3. Facebook vs. Twitter (6) Social Media Comparison http://tki.oiko.cc/service/count 2011.06.27 User age distribution on Facebook In South Korea (35th) Total Facebook Users : 3,660,300 http://www.socialbakers.com/facebook-statistics/61 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-3. Facebook vs. Twitter (7) * Source : All Region South Korea All Region South Korea62 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-3. Facebook vs. Twitter (8) Facebook ( ) , , , . Open API - 100 Mobile Web 6.8 30% ‘ ’ ‘ ’ (Thread ( reply . , type) rt . )63 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-3. Facebook vs. Twitter (9) Twitter Social Media, Blog → Easy & simple Blog : 3,000 , 400 ( 10% ) 90% , 90% 140 . Open API Mobile Web BM(140 ), 40% . 1,000 Not Strorage, Only Broadcast Stream : ( ) vs. ( ( ) ) (rt)64 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-3. Facebook vs. Twitter (10) Twitter vs. Facebook SNS : 140 420 API – & : , Mobile : Stream : vs. – vs. : vs. : vs. Open Graph 3 DB . vs – vs. : vs. = vs. : vs. – vs. : What are you doing? ‘What’s happen?’ vs. ‘What’s in your mind?’ vs. – vs. :65 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-3. Facebook vs. Twitter (11) Facebook is • Real-Time Communication • Social Graph 0.52% (2011/6/27) • Credits (Payment Platform) Twitter is • One-to-Many Real-Time Broadcast 1.28% (2011/6/25)66 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-4. Facebook ‘Like’ & Twitter ‘Follow’ (1) Top 20 Social Network Stars, Worldwide, Brand / all Facebook Twitter YouTube Facebook Twitter YouTube Fans Followers Views Fans Followers Views 2011. 06.27 http://www.famecount.com/all-platforms/Worldwide/all/Brand67 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-4. Facebook ‘Like’ & Twitter ‘Follow’ (2) Facebook, Twitter, YouTube Category No.168 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-4. Facebook ‘Like’ & Twitter ‘Follow’ (3) Facebook’s 500MM Users Under-Monetized ‘Like’ Connections Offer Significant New Ad Opportunities # of People Who Like Rank Top 20 Brands / Products Equivalent TV Shows* TV CPM Range ($) This (Millions) 1 Texas Hold’em Poker (Zynga) 19.0 NCIS 2 Mafia Wars (Zynga) 12.3 The Good Wife 3 Facebook 9.5 Glee 4 Starbucks 7.4 Fringe ~$30 5 Coca-Cola 5.4 -- 6 YouTube (Google) 5.1 Parks & Recreation 7 Skittles (Mars) 4.7 Happy Town 8 Oreo (Kraft) 4.6 -- 9 Red Bull 4.1 -- 10 Windows Live Messenger (Microsoft) 4.1 -- ~$25 11 iTunes (Apple) 4.0 -- 12 Nutella (Ferrero) 3.9 Scrubs 13 Disney 3.5 Vampire Diaries 14 Victoria’s Segret (Limited Brands) 3.5 -- 15 Pringles (P&G) 3.3 -- 16 Adidas Originals (Adidas) 2.9 Dollhouse ~$20 17 Kinder Surprise (Ferrero) 2.7 Smallville 18 Ferrero Rocher (Ferrero) 2.7 -- 19 Converse 2.7 -- 20 iPod 2.7 -- Note : Top 20 Brand / product pages ranked by # of people who opted in to ‘like’ the page, excludes ‘people’ (like Vin Diesel / Lady Gaga) and ‘activities’ (like ‘I ♥ Sleep’). Data as of 6/3/10. *Equivalent TV shows based on # of total viewers during the 2009~2010 season. Source : Facebook, Nielsen Media Research69 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-5. Facebook vs. Twitter Think About Twitter is much Facebook is Facebook is Twitter is better They’re both better then better then much better Not applicable then Facebook about the same Facebook Twitter then Twitter Ability to make money T Acquire new users H I Ability to test N Ability to build K applications I Security N Quality G Ability to advertise your application A B Forums/Wikis O Ability to build mobile applications U Developer Support T from Platform host Reliability Platform policies70 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-6. YouTube (1) 2005.02 History 2006.07 1 , 65,000 2006.10 Google 16 5 103,817,689 2007.06 YouTube Mobile Site Monthly unique visitors in May, 2010 2008.12 720p HD 47% of the global internet 2009.07 3D population visited YouTube.com in April, 2010. 2009.10 10 2009.11 1080p Full-HD 1:12:20 2010.03 24 Average time spent on YouTube per month in U.S. 2010.05 20 2011.02 5 ( 1 )71 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-6. YouTube (2)72 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-6. YouTube (3) 2010 1,300 ,1 35 Upload . 15 YouTube . 3 60 YouTube 60 . YouTube Traffic 70% . 2010 YouTube 7 . Disney, Turner, Univision, Channel 4 Channel 5 10,000 . . YouTube 7,000 . YouTube 20 . AdAge 100 94 YouTube Google . YouTube 10 .73 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-6. YouTube (4) YouTube HD Contents CNET . YouTube 10% HD . YouTube Mobile 1 . YouTube Player . ID 100 . , 1,000 ID ID . YouTube 3 1 ID . 4 . AutoShared Tweet 6 youtube.com . 5 YouTube . YouTube 50% . .74 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-6. YouTube (5) Key YouTube Stats Exceeds 2 billion views a day 24 hours of video uploaded every minute Average person spends 15 minutes a day on YouTube More video is uploaded to YouTube in 60 days than all 3 major US networks created in 60 years 70% of YouTube’s traffic comes from outside the U.S. Partner and Advertising Stats Partner ad revenue more than tripled in 2009 There are over 7,000 hours of full-length movies and shows on YouTube YouTube is monetizing over a billion video views per week globally (that’s more monthly views than our closest competitor) 94 of Advertising Age’s 100 top advertisers have run campaigns on YouTube and the Google Content Network The number of advertisers using display ads on YouTube increased 10-fold in the past year75 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-6. YouTube (6) Interesting Facts 19 seconds : The length of the first video uploaded to YouTube 1.96 million : The number of times the first video has been played 185.39 million : The number of times the most popular video on YouTube, Lady Gaga’s “Bad Romance”, has been played 6.6 : The factor by which YouTube’s number of monthly video streams served (4.67 billion) exceeds that of the second-place site in that category, according to Nielsen $1.65 billion : In dollars worth of stock, the amount Google paid to acquire YouTube in November 2006 51 : The number of languages into which Google’s automatic speech recognition technology can translate YouTube videos and create captions76 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-6. YouTube (7) SOA YouTube Revenue sources Paid content Advertising Transaction Traffic One Sub. PPU CPM CPC CPO time Content/ Services Video TV Programs Movies UGC Catch Catch Syndi Desti White Live VOD Live VOD Original Captured Up Up cation nation -label Devices Other PC TV / Console Mobile Phone Mobile Devices Distribution Fixed broadband Wireless broadband Cellular Broadcasting77 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 3. Major SNS 3-6. YouTube (8) 2011 3 Site Page View, Time Spend, Unique Visitor . Site Facebook... 150M unique visitor , YouTube time spent 133% , . Facebook, YouTube .78 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Chapter 4. Social Commerce 4-1. Social Commerce Definition (1~2) 4-2. Social Commerce…A Trend? When? 4-3. Social Media Next Step 4-4. Social Marketing Maturity Model 4-5. The Six Dimensions of Social Commerce 4-6. Mobile, Social & Local Commerce 4-7. ROI Issue (1~2) 4-8. Social Commerce 4-9. Social Commerce 4-10. Social Commerce - Groupon (1~2) 4-11. Social Commerce - Eventbrite (1~2) 4-12. F-Commerce 4-13. Social Commerce79 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-1. Social Commerce Definition (1) Social Commerce Social Media + e-Commerce 네트워크 효과가 잘 반영되어야만 성공할 수 있는 BM (Bandwagon effect) :80 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-1. Social Commerce Definition (2) Social Commerce Social Shopping Business Model . , e-commerce site Twitter Facebook , Facebook Open Graph , SNS Social Commerce . . . QR SNS Bookmark . GPS , App SNS . Paradigm Shift The Explosion of Group Buying Off-Line On-Line . Off-Line On-Line SNS , Social Commerce On/Off-Line , ‘ ’ . SNS(LBSNS) Check-in , , .81 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-2. Social Commerce…A Trend? When? 10 Reasons E-Tailers use Social Commerce Change way products are brought to market. Enable peer recommendations. Build brand awareness cost effectively. Expand relationships with others who share your tastes. Expand target audience. Offer group buying opportunities. Enhance product discovery/awareness. Develop social shopping opportunities. Create social media content. Connect bricks and mortar stores through use of mobile.82 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-3. Social Media Next Step “if I had to guess social commerce is the next area to really blow up” Mark Zuckerberg August 23rd 201083 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-4. Social Marketing Maturity Model Focus Social What is shortest path to leveraging Commerce Twitter and Facebook in multi-channel marketing to achieve true social commerce? Convert • Public or exclusive offers • Viral and Crowd-sourced deals Engage • Point-of-sale support (Coupons, Codes…) • Rich Media • CRM/e-Commerce integration • User-gen content • End-to-end reports Recruit • Participatory apps (contests) • Sign ups and email opt-ins • Presence • Listening • Authored content • Incentives/Rewards New fans/followers Likes, shares/RTs, Comments, Metrics Click-throughs signups Transactions, cost of sales Curation vs. Social media optimization Integration with ad buys Hot Generation Topics Integration with Influencer outreach Partner promotions Web. E-mail lists84 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-5. The Six Dimensions of Social Commerce The Six Dimensions of Social Commerce The fusion of social media with e-commerce Social Shopping Rating & Reviews Recommendations & Referrals Forums & Communities Social Ads & Apps SMO85 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-6. Mobile, Social & Local Commerce86 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-7. ROI Issue (1) ROI Return on Investment Money In Money Out Social Commerce is Solving the Social Media ROI issue…87 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-7. ROI Issue (2) Social Media CM - IC ROI = IC * 100 Interaction Cost (IC) When we sum up the "Interaction Cost" we need to take any cost we have when interacting with the given ecosystem. That means community systems, social media monitoring systems, cost of any initiatives, content creation, rewards and most importantly the human resource cost to actually interact and work with that ecosystem. In a fully empowered social media organization we would add the sales team, marketing team, support team cost into that equation. Ecosystem Definition The next step is to exactly define the actual ecosystem we are talking about. Given a social media strategy exists and there are clearly defined engagement rules it should be rather easy to list all members in the ecosystem we are servicing and engaging with. In other words If we have 50 people in an ecosystem that may consist of LinkedIn, Facebook, Twitter, our Blog and maybe a community, we know exactly who we are dealing with. And as mentioned earlier, if we only blast information into a Twitter channel and we have no idea who we are talking to, we wont be able to calculate an ROI – but that isnt a social engagement either. Contribution Margin (CM) Finally we compare the members of the ecosystem with our accounting records and need to find matches. If the contribution margin from the people in our ecosystem is less than the cost we invested, we have a negative ROI. If our Interaction Cost (IC) is less than the Contribution Margin (CM) we generate, we have a positive ROI.88 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-8. Social Commerce 유형 및 정의 Social化 소셜링크형 (commerce site) Twitter Facebook SNS SNS 소셜웹형 : ( . ) 공동구매형 : , , : , , 오프라인 SNS kth IN ( ) 연동형89 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-9. 공동구매형 Social Commerce의 기본 흐름도 3 2 1 vs.90 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-10. Social Commerce 성공사례 – Groupon (1) Groupon.com 2008 Priceline.com 1997 Amazon.com 1994 Google 1998 Office Depot 1986 Jetblue Airways 1998 Yahoo 1994 eBay 1995 Apple 1976 Dell 1984 0 1 2 3 4 5 6 7 8 9 Years from inception to $1 billion in revenue * Source : Capital IQ, a Standard & Poor’s business; Morgan Stanley; Thomson Reuters Fundamentals via FactSet Research Systems; Forbes.91 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-10. Social Commerce 성공사례 – Groupon (2) Groupon User’s Characteristic 18-34 68% 50% 30% 49% (full-time) Job 75% - 50% 2 , Facebook, Twitter SNS - 66% - 80% Groupon , Single . Groupon , Groupon ,92 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-11. Social Commerce 성공사례 – Eventbrite (1) Social Graph Social Commerce Facebook Twitter EventBrite , , (Virtal Loop) . Eventbrite - Facebook Traffic - Event Ticket , EventBrite * Source : Ticketing made social through Eventbrite93 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-11. Social Commerce 성공사례 – Eventbrite (2) Social Commerce , Social Network (Social Network ) → Facebook 1 $2.52, Twitter $0.43, LinkedIn $0.9, $2.34 . $1.78 , , . → Facebook 11 EventBrite . 4.7 . → , / , , , , . / 1/6 , . 1:N 1:M(M<<N) , (penetration) . (social object) , , .94 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-12. F-Commerce95 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 4. Social Commerce 4-13. 국내 Social Commerce 인지도 및 이용실태 조사 2011 2 28 ~3 23 , 24 DMC 425 ‘ ’ (3 14 )96 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Chapter 5. Social Commerce Company Analysis 5-1. Social Commerce 5-2. 5-3. Big4 (1~4) 5-4. (1~3) 5-5. (1~4) 5-6. Social Media 5-7. BM97 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-1. 국내 Social Commerce업체 현황 요약 2010.01 02 03 04 05 06 07 08 09 10 11 12 2011.01 02 03 04 2011 2 807 : 807 + α 807 2011.05.19 507 300 ??? 507 1년 동안 37% 폐업 1 36 , 2 54 업체수 4 : 503 = 98 : 2 매출 2010 2011 600억 1,333% 8,000억 규모 예상98 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-2. 인터넷 트래픽 순위 1 Naver 21 41 61 81 2 Daum 22 42 62 82 3 Nate 23 Twitter 43 63 83 4 Cyworld 24 44 64 84 5 Gmarket 25 45 Groupon Korea 65 i 85 TV 6 Auction 26 Olleh 46 66 86 C2C 7 27 47 GS Shop 67 iMBC 87 8 11 28 48 68 88 9 MSN 29 49 69 89 B2C 10 Facebook 30 NH 50 YTN 70 ZDNet Korea 90 11 31 51 71 91 The Korea Herald 12 Yahoo! Korea 32 52 72 YouTube 92 YES24 13 i 33 53 73 93 SK SC 14 KB 34 54 74 T world 94 15 35 55 75 95 16 36 56 76 96 SM 17 37 57 OSEN 77 97 The Korea Times 18 Interpark 38 58 KBS 78 Hmall 98 19 Google 39 SBS 59 79 99 Window Live 20 40 MBN 60 CJ Mall 80 100 2 2011.03.27 2011.03.31 2011.05.02 ↑ 2011.06.28 : 52 : 49 : 41 : 72 : 66 : 54 : 74 : 71 : 5899 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-3. Big4 업체비교 (1) (1985 , , ) ‘ ’ ‘ ’ 125 2,000 10,000 ‘Super Deal’ . (1978 , / , BCG ) 3/29 Maverick Capital, Altos Ventures 200 Launched in November, 2008. 44 , 36 2011 3 14 (27), (27), (28) Mobile Application 5/18100 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-3. Big4 업체비교 (2) 2011 50 2 . 300 2011 1 317 , 10 TMON Promise , CS 10 , 1 Super Deal . 10 2011 1 150% 60 97% 20~40 38% 100 , 100 3 200 (UV, )1 3 , 7 100% (CS)101 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-3. Big4 업체비교 (3) 2011.01 Catch-Phrase Advertising Strategy , One Day TMON Promise 2010.05.10 24,800 * 29,995 TV, , , Nate on, = 7.44 , ( , ) 2010.08.10 11,200 * 71,065 TV , , Nate on = 7.96 , 2010.10.08 2,400 * 249,949 = 5.99 3 25 TV ( : ) 2011.03.14 Market Segment102 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-3. Big4 업체비교 (4)103 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-4. 업체별 매출 및 점유율 비교 (1) 2011.01 79.0 46.7 48.3 ( ) 348,000 353,000 176,000 11,232 11,383 5,688 522,275 495,147 264,478 261% ↑ 266% ↑ 338% ↑ 2011.04 206.0 125.3 162.1 Major M&A : : , , 4 47 : ,104 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-4. 업체별 매출 및 점유율 비교 (2) 2011 4 5 2011.03.14~03.31105 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-4. 업체별 매출 및 점유율 비교 (3) 2011 4 ( ) ( ) 1 M 10,450 100,000 1,045,000,000 2 500g 25,800 30,198 779,108,400 3 5,000 2,500 300,001 750,002,500 4 2,600 247,669 643,939,400 5 / 10,000 6,000 99,529 597,174,000 6 1 4,500 90,826 408,717,000 7 20,000 10,000 40,000 400,000,000 8 25,000 9,900 32,023 317,027,700 9 / 2 39,600 8,001 316,839,600 10 or 21,000 15,000 315,000,000 11 5 35,000 8,788 307,580,000 12 or or 20,700 13,889 287,502,300 13 1 or 10 265,000 1,067 282,755,000 14 1 5,000 49,983 249,915,000 15 or 10,450 23,393 244,456,850 : 8 Item : 6 Item : 1 Item : 0 Item 2011 4 TOP 100 38 Item 34 Item 22 Item 4 Item 1 Item 1 Item Big3 : 94% Big4 : 98%106 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-5. 업체별 광고 및 홍보 전략 (1. 티켓몬스터) , , 20, 30 6 5 30107 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-5. 업체별 광고 및 홍보 전략 (2. 쿠팡)108 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-5. 업체별 광고 및 홍보 전략 (3. 위메프)109 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-5. 업체별 광고 및 홍보 전략 (4. 그루폰 코리아)110 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-5. 업체별 광고 및 홍보 전략 (5. 동영상) – 12 – – SKT -111 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-6. Social Media 연계 운영 현황 비교 : 2010.06.28 11112 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 5. Social Commerce Company Analysis 5-7. 새로운 BM의 등장 T menbership New BM , ,113 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Chapter 6. Mobile Advertising 6-1. 6-2. 6-3. 6-4. 6-5. (1~3)11 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh) 4
    • 6. Mobile Advertising 6-1. 모바일 광고시장 활성화 기반 생성 2011 ,115 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 6. Mobile Advertising 6-2. 모바일 광고 플랫폼 보급 : - by116 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 6. Mobile Advertising 6-3. 매체로서의 모바일 광고의 장점117 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 6. Mobile Advertising 6-4. 모바일 광고의 유형118 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 6. Mobile Advertising 6-5. 모바일 광고 사례 (1)119 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 6. Mobile Advertising 6-5. 모바일 광고 사례 (2) 50% 7 5 ( 8 ) iPhone App CPC(Cost Per Click) : / 26 / 4120 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 6. Mobile Advertising 6-5. 모바일 광고 사례 (3)121 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Chapter 7. Commerce 3.0 7-1. Paradigm Shift Mobile Device 7-2. Mobile Device SNS 7-3. Mobile + Commerce = Always Connected 7-4. Mobile Commerce Strategy 7-5. Mobile Commerce 7-6. Mobile Marketing 7-7. Advertising Strategy 7-8. (1~2)12 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh) 2
    • 7. Commerce 3.0 7-1. Paradigm Shift의 중심 Mobile Device 2,000 WEB Mobile 1,000 Social Network Real 722 Connection 247 80 Mobile Advertising Market 2009.12 2010.06 2010.12 2011.3.23 2011.12 2009 30 , 2010 60% 50 , 2013 150 (Morgan Stanley) Mobile Commerce Market 2009 183 , 2015 1,190 (ABI Research)123 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 7. Commerce 3.0 7-2. Mobile Device를 통한 SNS의 급성장 SNS는 Mobile에서의 Killer App으로 Positioning 중이며, SNS가 Smart Phone 확산을 촉진시키는 역할 (상호 보완적 역할 수행) Mobile SNS , 1 日 SNS Mixi , Mobile 17%(‘06) → 72%(‘09) PC iPhone App : 1 Facebook(58%) > 2 iTunes(48%) > 3 Google Map(48%) : emarketer Mobile Application Mobile Web 2009.04 2010.04 2009.04 2010.04 Social Networking 4,270 14,518 240% Social Networking 15,708 29,835 90% 4,148 9,292 124% 7,801 13,154 69% 3,598 7,672 113% 7,246 12,084 67% 2,340 4,974 113% 14,033 21,549 54% 8,557 18,063 111% 23,266 34,912 50% 3,296 6,359 93% 3,214 4,817 50% 8,708 16,773 93% Mobile Commerce 4,968 7,326 47% Mobile Commerce 1,416 2,701 91% 17,957 23,003 45% / 3,131 5,950 90% 10,295 14,895 45% 5,434 10,315 90% : strabase, 2010.6.14 ( : )124 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 7. Commerce 3.0 7-3. Mobile + Commerce = Always Connected Online News Photo/ Price Online Search Reviews Shipping The Wait Feedback Shopping Release Images Comparison Payment Offline Recogni- Word on On The Shop Phone Price zing the the Street/ Trials Use Shopping Move Visits Calls Negotiation need Research Recogni- Word on Price Always zing the the Street/ LBS Reviews Compar- Trials SNS Use Feedback Shopping need Research ison Shop Reading Online Visits Barcodes Payment RFID Visual Search Augmented Source : Reality125 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 7. Commerce 3.0 7-4. Mobile Commerce Strategy Miniaturization vs. Mobilization vs. Mobility As a first step, many companies quickly refactor their ecommerce storefront through the use of mobile optimization techniques and presto! the Mobile Commerce ”box” is now checked off! Or is it? Unfortunately, things are never that easy. This first step is merely a baby step in a true mobile strategy. In fact there is an Miniaturization argument to be made that it is not the best tactical first step at all. This activity is what’s known as miniaturization, and this will have a very short shelf life, but it will show some near-term successful results. I’ll refer to this miniaturization activity as “mobile-friendly.” A new collection of best practices are forming around the mobile design and development of customer experiences for conducting mobile commerce. Among these are developing solutions for the mobile platform using technologies specifically designed for the mobile devices. These development tools, Mobilization languages and frameworks are both for web and native applications. Mobilizing web applications means using things like XHTML, HTML5, CSS3, and so on; whereas, native technologies (e.g. Objective-C) mobilize applications for specific devices. The power in mobilization as part of a strategy is that this activity is what I’ll call “built-for-mobile.” Once an organization has started down the path of developing experiences for the mobile consumer through miniaturization and mobilization, ultimately they will begin to create more sophisticated mobile experiences. These experiences will be developed from their inception with the mobile context in mind. Mobility That is, the design will be geared to answering questions and developing scenarios that can only exist in the mobile context and therefore “designed-for-mobile.” How do you create a compelling application to embrace and exploit a consumer with a powerful computer in their hands anytime, anywhere?126 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 7. Commerce 3.0 7-5. Mobile Commerce의 성장 예상 Social Commerce Revenues Worldwide, Social and Mobile Commerce US vs. Rest of World, 2011~2015 Leading the Way billions for E-Commerce Growth US Retail E-commerce Sales, 2009~2015 Billions and % change US Mobile Commerce Sales, 2010~2015 Billions and % change Social Commerce Mobile Commerce127 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 7. Commerce 3.0 7-6. Mobile시대의 확장된 Marketing / Process / Mobile Mobile Convergence 시장의 변화속도는 마케팅 대응속도보다 빠르다128 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 7. Commerce 3.0 7-7. Advertising Strategy , . , , . , . , . BUT…………………….. 1 1 1 23 TV 2010 2,300 ( 260 ) 30 26 , 1 ‘ ’129 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 7. Commerce 3.0 7-8. 광고시장의 변화 (1) AD Spending CAGR 1) Worldwide Social Network : 36.6% 2) US Social Network : 22.2% 3) On-Line/Total Media : 11.8% 1 4) US Total On-Line : 5.8% : www.flowtown.com 3 2 4130 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 7. Commerce 3.0 7-8. 광고시장의 변화 (2) Facebook 167% ↑ : www.flowtown.com131 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Chapter 8. 향후 발전 방향 8-1. Social Commerce Trend 8-2. Social Commerce Development 8-3. Mobile Coupon 8-4. NFC 8-5. NFC (1~2) 8-6. LBS, 8-7. LBS, AR 8-8. LBS , (1~3) 8-9. LBS 8-10. BM New BM13 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh) 2
    • 8. 향후 발전방향 8-1. Social Commerce Trend Emerging Trend (International) Emerging Trend (Domestic) 1. Social Shopping 1. Beyond E-Commerce - O2S(Online 2 Store / LBS) 2. One-a-Day Mall Link 2. Beyond Acquisition - Loyalty Platform 3. Community, Open Market 3. F-Commerce "Tryvertising" Campaign Stores 4. Private Shopping Club 4. F-Commerce@Everywhere 5. F-Commerce 5. Twitter Deal Feeds Evolve 6. Location Based SNS Promotion 6. Brands@Social Commerce 7. Facebook Open Graph 7. Integration : Social Commerce as Event Shopping 8. Twitter Deal, Feed Social Commerce에 주목해야 하는 이유 Future Trend 1. Social Commerce B2B Service 1. Commerce Platform 2. Social Sourcing 2. & 3. 3. 4. SNS 4. ( , ) 5. Location Based Flash Sale 5. , 6. T-Commerce SNS 6. 7. Social Game 8. Social Collaboration133 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 8. 향후 발전방향 8-2. Social Commerce Development Customer Transitions Customer Ladder134 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 8. 향후 발전방향 8-3. Mobile Coupon의 진화 1960 to future 2007 to 2010 2007 to 2011 2010 to 2014 Bar Code / NFC Paper SMS / MMS (Near Field QR Code Communication) Highly Highly Personalization Dumb Opt-in personalized personalized Mass marketing, Push / Pull Push / Pull Use Case Ubiquitous offers one-way offers interactions interactions Location-enabled No Possibly Possibly Yes IT complexity Low Medium High High135 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 8. 향후 발전방향 8-4. NFC(근거리 무선통신)의 발전 NFC 5 (NFC) . NFC NFC . ( ) NFC vs.136 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 8. 향후 발전방향 8-5. NFC의 활용 (1) NFC (RFID) , , . . , MS IT “ Mobile Service” NFC . 5 NFC , NFC NFC M-Commerce , 5 iWallet KT (NFC) 4 22 . ‘ ’, ‘ ’, ‘ ’ NFC . KT NFC N S2, X, NFC .137 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 8. 향후 발전방향 8-5. NFC의 활용 (2)138 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 8. 향후 발전방향 8-6. LBS, 그리고 활용 방향 LBS(Location Based Service) : Mobile Service . LBS 5 Personal Navigation Enterprise Family Tracker ( ) ( ) ( ) Information & POI Friend Finder ( ) ( ) LBS SNS ‘SNS .’ LBS , ABI 2013 LBS Mobile SNS 33139 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 8. 향후 발전방향 8-7. LBS, AR의 동반 발전 및 활용 연계 LBS Emerging Trend Map SNS (Open API) Navigation / AR Emerging Trend TPO(Time, Place, Occasion) , . AR Marketing : 2NE1, (OVJET) App, Lego140 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 8. 향후 발전방향 8-8. LBS의 진화, 그리고 미래 (1) LBS Subscribers by Application World Market : 2006 to 2013 LBS Application Grouping LBS Revenue World Market : 2006 to 2013 * Source : Agile, ABI Research141 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 8. 향후 발전방향 8-8. LBS의 진화, 그리고 미래 (2) - - - - : , , , ( ), - : passive sensor RF -( ) : , , , , , - (Push Pull ): , , , - (Push Pull ): ( ) NFC, AR M-Commerce Next / Step142 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 8. 향후 발전방향 8-8. LBS의 진화, 그리고 미래 (3) SNS Legacy Community Service Social , , Digital Contents , SNS Facebook . Web SNS Mobile LBS . LBS Game WAP Game , LBS Your World Games ‘The Shroud’ . Game LBS ‘The Shroud’ MMORPG , . Gamepark LBS SNS Game .3 , Mobile Page, SMS . SNS + Game 2 , , SNS . , UI Success or . iPhone App store Failure Web( ) .143 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 8. 향후 발전방향 8-9. 양날의 검 LBS "LBS, " KISA, …" " (KISA) & 2 (LBS) . KISA LBS . . LBS . KISA LBS . LBS , , . LBS , . LBS LBS , . : http://www.dt.co.kr/contents.html?article_no=2011031802010660739002144 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 8. 향후 발전방향 8-10. BM간 결합을 통한 New BM 발굴 SK , LBS ‘T 3.0’ [ ] SK ( ) , ‘T 3.0’ 14 .( ) ‘T 3.0’ 2 , / T 2.0 . LBS & . T , ‘T 3.0’ UI . , . , . ‘ ’ , . / ‘ ’ . ‘T 3.0’ , SNS . “T SK ” “T / ” . : http://www.eto.co.kr/news/outview.asp?Code=20110311174438417&ts=111546145 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Chapter 9. Change of Environment 9-1. Internet Trends (1~4) 9-2. 9-3. Hype Cycle for Social Media 9-4. (1~2) 9-5. Social Periphery & Mobile Social Networks 9-6. 30 9-7. Paradigm Shift (1~3) 9-8. Web 2.0 (1~2) 9-9. Commerce 3.0 9-10. 9-11. The New Marketing Funnel (1~2)14 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh) 6
    • 9. Change of Environment 9-1. Internet Trends (1) Mobile Internet Ramping Faster than Desktop Smartphone > PC Shipments within 2 Years, Global Internet did Apple Leading Charge Implies Very Rapid Evolution of Internet Access New Computing Cycles – 10X More Devices New = Reduce Usage Friction Via Better Processing Power + Mobile Internet – Tortoise vs. Hare? USA Surpassed Japan as Country with Most 3G Users in CQ1:09 – Improved User Interface + Smaller Form Factor + Lower Prices + USA Has Become Global Leader in Mobile Users + Innovation Expanded Services * Source : Morgan Stanley Report (June 7, 2010)147 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-1. Internet Trends (2) Brand 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 CAGR NOKIA 35,035 30,861 29,440 24,041 26,452 30,131 33,696 35,942 34,864 29,495 -1.9% SONY 15,005 13,899 13,153 12,759 10,754 11,695 12,907 13,583 11,953 11,356 -3.0% Samsung 6,374 8,310 10,846 12,553 14,956 16,169 16,853 17,689 17,518 19,491 13.2% Apple 5,464 5,316 5,554 6,871 7,985 9,130 11,037 13,724 15,433 21,143 16.2% Google N/A N/A N/A N/A 8,461 12,376 17,837 25,590 31,980 43,557 38.8% Brand 50,000 Interbrand Best Global Brands 2001 ~ 2010 Value ($m) 45,000 NOKIA : 5 → 8, SONY : 20 → 34 Google, 43,557 40,000 Samsung : 42 → 19, Apple : 49 → 17, Google : N/A → 4 35,000 30,000 Nokia, 29,495 25,000 Apple, 21,143 20,000 Samsung, 19,491 15,000 10,000 SONY, 11,356 5,000 - 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 * Source : www.Interbrand.com (World Global Brand 2001~2010)148 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-1. Internet Trends (3) Top 10 Web Brands for January 2010 Top 10 Web Brands for February 2011 (U.S., Home and Work) (U.S., Home and Work) Ra Unique Time Per Ra Unique Time Per Brand Brand nk Audience Person nk Audience Person 1 Google 152,708 1:23:54 1 Google 147,916 1:15:50 2 Yahoo! 134,561 2:09:14 2 Facebook 130,780 6:36:14 3 Facebook 116,329 7:01:41 3 Yahoo! 126,473 2:10:48 MSN / Window Live / MSN / Window Live / 4 109,425 1:35:33 4 114,708 1:19:19 Bing Bing 5 YouTube 99,525 1:02:27 5 YouTube 99,966 1:14:41 6 AOL Media Network 82,306 1:01:14 6 Microsoft 84,158 0:39:40 7 Wikipedia 64,917 0:15:59 7 AOL Media Network 71,098 2:07:19 8 Fox Interactive Media 62,112 1:23:38 8 Wikipedia 59,959 0:15:24 9 Amazon 60,772 0:22:34 9 Apple 58,536 1:10:21 10 Ask Search Network 57,776 0:12:35 10 Ask Search Network 58,346 0:10:08 * Source : The Nielsen Company149 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-1. Internet Trends (4) US Paid Search Advertising Spending, 2000-2011 2000 $ 108.5 2001 $ 298.7 2002 $ 927.4 2000 ~ 2011 2003 $ 2,543.5 CAGR : 57.6% 2004 $ 3,850.4 2005 $ 5,142.2 2006 $ 6,970.0 2007 $ 8,287.5 2008 $ 10,234.0 2009 $ 12,223.5 2010 $ 14,212.0 2011 $ 16,151.3 * Source : eMarketer.com150 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-2. 올해의 전략 기술들 Technologies You Can’t Afford to Ignore – Tablets Hot Near Term; Midterm Fabric, Context & UXP Impact is Big Top 10 Strategic Technology Areas for 2010 Top 10 Strategic Technology Areas for 2011 1. Cloud Computing 1. Cloud Computing 2. Advanced Analytics 2. Mobile Applications and Media Tablets 3. Client Computing 3. Next Generation Analytics 4. IT for Green 4. Social Analytics 5. Reshaping the Data Center 5. Social Communications and Collaboration 6. Social Computing (Social networking, collaboration, publishing, feedback) 7. Security – Activity Monitoring 6. Video 8. Fresh Memory 7. Context-Aware Computing 9. Virtualization for Availability 8. Ubiquitous Computing 10. Mobile Applications 9. Storage Class Memory 10. Fabric-Based Infrastructure and Computers * Source : Gartner Group Dropped for 2011 Modified for 2011 New for 2011151 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-3. Hype Cycle for Social Software visibility time152 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-4. 모바일 기기와 소셜 미디어의 연관성 (1) How are mobile phones changing Social Media?153 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-4. 모바일 기기와 소셜 미디어의 연관성 (2) Compares to the average Web user, Mobile users socialize more On-line For US mobile phone users, the average time spent browsing via their mobile device is 2.7 hours per day. In January 2010, more than 25 million Facebook users accessed the site via a mobile browser. The number of cellular phone users in general connecting to Facebook through a mobile browser grew by 112% from a years ago. While Twitter experience 347% jump. At the end of 2009, 17% mobile phone users had smart phones, up from 11% at the end of 2008.154 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-5. Social Periphery & Mobile Social Networks155 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-6. 30년간의 발전 User Interface + Device Usage Evolution Over Past 30 Years * Source : Morgan Stanley Report (June 7, 2010)156 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-7. Paradigm Shift (1) Division Market 1.0 Market 2.0 Market 3.0 Business 1.0 Business 2.0 Business 3.0 Paradigm 제품 중심 소비자 지향 가치 주도 분업과 표준 진보와 혁신 창조와 혁명 Shift Core , , Concept Catch-up Creating Goal Business Business Commerce Commerce 2.0 Smart Phone Commerce 3.0 REAL Shopping 1.0 WEB 2.0 (E-Commerce) Social Media (Smart Commerce) , Platform, Social media, Real Time, Smart Phone Relation O2O Cross (GPS, ) Application Long-tail, , Marketing Each Social Shopping (AR, QR ) Push Pull Social media Platform , Anytime , , (ex. Facebook, Twitter) Anywhere Wi-fi Zone 3G , On-line Local On-line + Off-line Cross157 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-7. Paradigm Shift (2) WEB Connecting pages, E- 1.0 Influenced by pages Commerce WEB Connecting people, Social 2.0 Influenced by people Commerce WEB Connecting thing, ‘Smart’ 3.0 Influenced by things Commerce158 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-7. Paradigm Shift (3) Web Evolution and Its Impact on E-commerce and Online Advertising Yesterday Today Tomorrow Web 2.0 is about like- Web 3.0 is about the Web 1.0 is about the Web minded people : Share individual : Receive the world : Get every Evolution and interact with other in right content at the right connected via the internet the group time from anywhere E-commerce 2.0 : E-commerce 3.0 : “We E-commerce E-commerce 1.0 : “Here “People who bought this believe this is what you Evolution is what have” also bought that” are looking for” Online Ad 2.0 : Dynamic Online Ad 3.0 : Online Ad 1.0 : Static ad placement with Personalized ad display Online Ad portals and display contextual, behavioral, based on user Evolution advertising (e.g., display demographic and preferences, community and search) geographic targeting and other characteristics * Source : Yankee Group, 2008159 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-8. WEB 2.0 시대 (1) 3 characteristic , ,160 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-8. WEB 2.0 시대 (2) Foundation Attributes These attributes frame the economic model of Web 2.0 services. They allow services to scale efficiently to accomodate many customers. However, many non-Web 2.0 services Also benefit from this same foundation (e.g., email and bulletin boards). Therefore there must be more that differentiates Web 2.0 from what came before. Experience Attributes These attributes create unique service experiences that were undeliverable before Web 2.0. Users can tailor services and systems to create new, relevant experiences that meet their needs on their terms. The value generated by these new experiential attributes fuels the economic Models created by Foundation Attributes. If a service doesn’t embrace one or more of these attributes, it can’t enjoy the competitive advantage and fast growth that Web 2.0 makes possible.161 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-9. Commerce 3.0 시대 Commerce 2.0 : WEB 2.0 E-Commerce 1. E-Commerce ‘10 24 , 10 - ‘01 3 ( 3%) → ‘10 24 ( 9%), 2. E-Commerce Platform Long tail - B2C C2C - e- 50% , ‘09 10 3. Web 2.0 - , / / - 47% Commerce 3.0 : O2O , REAL Mobile Shopping PC . , (SNS) Mobile Commerce . (Real time) . , (LBS) ‘ + ’ · (seamless) ‘ O2O(Online to Offline) ’ . ‘ ’ (REAL) ‘ 3.0 ’ . “ , ” “ ” . . . 30 . .162 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-10. 마케팅 활동 영역의 변화 Changing Consumer Habits will Force a Shift in Marketing Behavior 2009 2010 2011 2012 2013 2014 CAGR Mobile Marketing 391 561 748 950 1,131 1,274 27% Social Media 716 935 1,217 1,649 2,254 3,113 34% Email Marketing 1,248 1,355 1,504 1,676 1,867 2,081 11% Display Advertising 7,829 8,395 9,846 11,732 14,339 16,900 17% Search Marketing 15,393 17,765 20,763 24,299 27,786 31,588 15% Total 25,577 29,011 34,078 40,306 47,377 54,956 17% Percent of all ad spend 12% 13% 15% 17% 19% 21% Email vs. Social Media Global Users, 2006/11 ~ 2009/12 Global Time Spend, 2006/11 ~ 2009/12 Source : Forresters Interactive Advertising Models, 4/09 and 10/08 (US only), Morgan Stanley163 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-11. The New Marketing Funnel (1) Infusing Engagement into the Marketing Funnel Extending the Marketing Funnel The traditional marketing funnel Complexity lies at the center of the marketing funnel Word of Mouth164 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 9. Change of Environment 9-11. The New Marketing Funnel (2) Typical Social Activities in Each Stage of Marketing Funnel Marketing Funnel Typical Activities What Social Media Enables Branding New environment for promoting broader brand Content Creation Forum for new social / viral content (often user-generated) Awareness Additional ways to drive traffic to own site or social Traffic Generation network presence Consideration Engagement New microsite / widgets / apps to engage potential customers Innovation / Ideation Proactive customer engagement in product / service innovation Conversion New mechanisms for targeting and incentivizing Lead Generation potential customers Additional e-commerce channel, Unique buying propositions, Purchase Decision Purchases as syndicated social content Deeper connection with customers after sale Loyalty / Advocacy Activation of brand loyalists to market / sell on your behalf Loyalty / Service After-Sale Service Additional mechanism for community-based support Rich sociographic data set for effective real-time Measurement social targeting165 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Chapter 10. Brainstorming & Result Deduction 10-1. 10-2. BCG Matrix & GE Matrix 10-3. Marketing Strategy 10-4. Social Media Marketing Trends (1~3) 10-5. Social Media Strategy (1~10) 10-6. Measurement of Social Media Effort (1~2) 10-7. Social Commerce Strategy (1~2) 10-8. 5 Force Model Analysis 10-9. ERRC Strategy Analysis 10-10. E-Biz (1~3) 10-11. Social (Communication) + α 10-12. Social VOC (1~2) 10-13. Thinking About (1~3)16 10-14. (To-Be) 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh) 6
    • 10. Brainstorming & Result Deduction 10-1. 소셜 네트워크의 흐름 Social Network 양적 팽창 질적 수익화 [ ] 1. SNS Social Connect WEB Service , Social Connect . 2. Social Game , Social Game . 3. Social Collaboration , . 4. Social Network , . Off-Line과의 결합이 Social Network의 미래 개인정보 및 수익화 시간/공간정보 오프라인과 결합 공유의 확대167 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-2. BCG Matrix & GE Matrix BCG Matrix GE Matrix Problem Child 1 Star High High 1 2.33 3.67 5 5 1 2 3 3.67 Start Ave. 10% 4 5 6 2.33 7 8 9 Low 1 Low Dog Cash Cow Low High Low High BCG Matrix 4 GE Matrix 1) (Build) : SBU 1) 2/3/6 : 2) 4/7/8 : 2) (Hold) : SBU 3) 1 : 3) (Harvest) : SBU 4) 9 : 5) 5 : 4) (Divest) : SBU * SBU(Strategic Business Unit) :168 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-3. Marketing Strategy Four Orientations to the Marketplace Sales-Driven Market-Driven Customer-Driven Market-Driving Revolutionary marketing Marketing Mass marketing Differentiated marketing Relationship marketing (How to change the rules Strategy (How to sell?) (What image to build?) (Who to serve?) of the game?) Segmentation Destroy industry Undifferentiated Market segments Segments of one Strategy segmentation Market Research Sales-Driven Market-Driven Customer-Driven Market-Driving Market sensing Customer sensing Forward sensing Market testing “Focus” (How to sell it?) (What does the market (What does this customer (How can the marketplace want?) want?) evolve?) “Listen to” R&D Voice of the Market Voice of the Customer Seeing differently169 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-4. Social Media Marketing Trends (1) The 6 Spheres of Social Media Marketing The 7 Social Media Marketing Trend 1. The Audience is in control 2. Social Media is not Free Publicity 3. Social Gaming 4. ROI Measurement 5. Integrating, Mixing & Sharing 6. Mobile & Location Based Content 7. Social Commerce170 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-4. Social Media Marketing Trends (2) 17 Social Media Marketing Trends for 2011 1. Audience will have control. This means that brands will be visible on social media if they like it or not. If a brand doesn’t have a presence on social media consumers will still talk about them. 2. Social media monitoring gets even more important. On a tactical level it’s important to facilitate sales and provide customer service. Strategically brands need to monitor overall sentiment and find the influencers. 3. Engaging customers will be a challenge. As more and more brands go social there will be a lot of noise. To stand out brands need to be relevant, engaging and have a dialog with their customers. 4. Community management is important to engage people. Thriving community will keep the brand relevant and interesting allowing people to express themselves. Planning and creating content, telling stories, organizing events and tying it all together with other communication activities. 5. 2011 will be the year when most social media and personal communications will be in the mobile devices. It will be everywhere, always connected customers will share loads of information about what they are doing and consuming. 6. One social network to rule them all. It is a pointless to have dozens of profiles on different social networks. People will flock to the network with most users. Right now it’s Facebook. 7. Integrating websites with social technology will make them more appealing to users. People will have options to share information about the sites they visit and interact with friends. Logging in to websites will be done through you social network identity. 8. Social commerce. Friend’s recommendations are the most powerful sales triggers. Businesses will use that by integrating shopping to social networks and using social connect in their e-commerce sites. The toolbox for the online retailer will get more mobile and connected with mobile coupons and discounts, online group discounts and dynamic pricing based on real-time supply and demand.171 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-4. Social Media Marketing Trends (3) 17 Social Media Marketing Trends for 2011 9. Location! Location! Location! Foursquare, Facebook Places, Groupon, and others will find ways to make their location based services useful for businesses. Local information, reviews, coupons, loyalty programs and more. All tied in with your social graph. How to help you to get together with your friends and use the brands at the same time. 10. Measuring results! While it’s still time for trying out new media and technology, serious money will be spent. The guys upstairs want to know how much of that investment are they going to get back. Models of measuring social media marketing effectiveness will emerge. 11. Social media will be integrated to overall marketing activities. This approach is important to get the most value out of your activities. The multi channel buyers will spend a lot more money on your brand than other segments. 12. Brand is customer experience, service, product, people, stories, community. Marketing will be managing conversations about these elements of your brand. Brands will create content that helps consumers to feel better about the brand and give them reasons to share their experiences. 13. Marketing will hit mobiles big time. 2011 will continue the mobile explosion and this trend will go on for years. Mobile and location based marketing will grow very fast. 14. Personal messaging will move to social networks. The importance of standalone email, IM and other services will decline. 15. Campaigns will get more dynamic, spanning from offline to actionable social channels. We still see only baby steps, true integration and interactivity will take some time. Location based services, group buying, mobile and social commerce will move this trend ahead in 2011. 16. The home page for internet users will be a social network. People are there to talk to others. Brands need to find way to make themselves meaningful in these conversations. 17. Facebook will get close to 800 million users. County after country Facebook will become the dominant social network. Currently only a few big strongholds remain. China, Brazil, Russia, Japan, South-Korea.172 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-5. Social Media Strategy (1) Social Media Strategy Map173 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-5. Social Media Strategy (2) Social Media Strategy Framework Social Media Strategy Reputation Management Work with cross-organization Put in a robust strategy which Stakeholders to identify how identifies how to listen to and engage Social media will contribute with the social media community to organization objectives by as well as policies and protocols utilizing the framework. for crisis management. Influencer Networks Conversation & Identify key influencers Engagement Activity within the social media Run activity which is designed to start community and invest in conversations by creating engaging building mutually content and well planned beneficial relationships. Distribution strategies. Brand Outposts Social Media Community Create the appropiate A well implemented strategy will profiles across social networks ensure your brand is an authentic part and put plans in place to ensure of the social media community and they are working hard towards the ROI will be increased the over-arching social media brand equity. strategy.174 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-5. Social Media Strategy (3) Social Media Strategy Framework175 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-5. Social Media Strategy (4) Social Media Strategy Social Media Iceberg (Learning Curve and Framework) (Strategy vs. Tactic)176 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-5. Social Media Strategy (5) Basic Social Media Strategy Outline Showing the primary movement of fans and the purpose of each tool ReverbNation Myspace Facebook reach, inform, sample reach, inform, sample, sell reach, inform, sample Twitter OurStage reach, inform, engage reach, inform, sample Website inform, sample, sell, engage Video E-Mail reach, sample, inform, engage pass-along, engage Blogs / Press Podcast / Internet Radio sample, pass-along reach, sample Social Bookmarking pass-along The six goals of a social media campaign for band are to reach more people, to keep their fans informed, to allow people to sample their music, to sell their music and merchandise, to have content that people pass along to friends and to engage their fans to encourage continued interest.177 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-5. Social Media Strategy (6) Social Media Strategy Matrix Revenue Side Innovation Marketing What are your & Ideation & Branding business objectives? Collaboration Service Cost & Productivity & Support Side Employee Customers What are you trying to target? Revenue Ideation on wikis Social Marketing through Blogs, Side Social CRM Facebook, Twitter, etc. Insight generation from Crowd-source communities Social Media Customer engagement communities Knowledge Management Listening & monitoring programs Communities Customer outreach through Social Function Wikis Cost Media Employee suggestion Side Customer service support communities brainstorms Employee Customers178 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-5. Social Media Strategy (7) Social program management can be in the form of a campaign As ling as it is "good enough to share"179 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-5. Social Media Strategy (8) Model - The building blocks of social media strategy (Honeycomb Model v2) organization ROI influences learning management change knowledge cross-silo leadership readiness management interaction culture collaboration Self- trust interaction esteem actuallsation ROI objectives belonging Top-down strategy Bottom-up strategy180 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-5. Social Media Strategy (9) External Goals We asked Corporate Social Strategists : “What external social strategy objectives will you focus most on 2011?” Website Integration 46.7%Developing Ongoing Dialog with Customers 43.4% Listening/Learning about Customers 37.7% Fostering Word of Mouth 36.9% Formalizing an Advocacy Program 24.6% Social Commerce 22.1% Mobile/Location 20.5% Collaborating with Customers 19.7% Providing Direct Customer Support 16.4% Enabling Peer-to-Peer Support 13.9% 10.0% 20.0% 30.0% 40.0% 50.0% * Source : Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010181 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-5. Social Media Strategy (10) Internal Goals We asked Corporate Social Strategists : “What external social strategy objectives will you focus most on 2011?” Creating ROI Measurements 48.3% Internal Education and Training 37.3% Determining an Organizational Model 34.7% Applying Social Insights to Product Roadmap 34.7% Getting Buy-In from Stakeholders 32.2% Developing a Listening/Monitoring Solution 29.7% Getting Tools and Technologies in Place 26.3% Resources : Increasing budget/headcount 24.6% Policies and Procedures 22.0% 10.0% 20.0% 30.0% 40.0% 50.0% * Source : Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010182 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-6. Measurement of Social Media Efforts (1) Relevant Metric for Social Media Applications Organized by Key Social Media Objectives This Table organizes the various social metrics for social media by classifying them according to social media applications and social media performance objectives. While it is not exhaustive, it should give marketers a useful starting point for measuring the effectiveness of social media efforts because all of the metrics listed are easily measured. Social Media Brand Awareness Brand Engagement Word of Mouth Application number of unique visits number of members number of references to blog in number of return visits number of RSS feed subscribers other media (online / offline) number of times bookmarked number of comments number of reblogs Blogs search ranking amount of user-generated content number of times badge displayed number of response to pools, on other sites contents, surveys number of “Likes” number of tweets about the brand number of followers number of retweets Microblogging valence of tweets +/- number of @replies (e.g., Twitter) number of visits Cocreation number of visits number of creation attempts number of references to project in other media(online/offline) (e.g., NIKEid) number of page views number of relevant topics / threads incoming links number of visits number of individual replies citations in other sites valence of posted content +/- number of sign-ups tagging in social bookmarking Forums & Discussion offline reference to the forum or Boards its members in private communities : number of (e.g., Google Groups) pieces of content; chatter pointing to the community outside of its gate number of “Likes”183 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-6. Measurement of Social Media Efforts (2) Social Media Brand Awareness Brand Engagement Word of Mouth Application Social Bookmarking Number of tags Number of followers number of additional taggers (e.g., Stumble Groups) number of reviews posted length of reviews number of reviews posted valence of reviews relevance of reviews valence of reviews number & valence of other users’ valence of other users’ rating of number & valence of other users responses to reviews (+/-) reviews responses to reviews (+/-) Product Reviews number of wish list adds number of wish adds number of references to reviews in (e.g., Amazon) number of times product included in overall number of reviewer rating other sites users’ lists scores entered number of visits to review site page average reviewer rating score number of times product included in users’ list number of member / fans number of comments frequency of appearances in timeline number of installs of applications number of active users of friends number of impressions number of “Likes” on friends feeds number of posts on wall Social Networks number of bookmarks number of user-generated items number of reposts / shares (e.g., Facebook, LinkedIn) number of reviews / ratings and usage metrics of applications number of responses to friend valence +/- /widgets referral invites impression-to-interactions ratio rate of activity number of views of video / photo number of replies Number of embeddings valence of video / photo ratings +/- number of page views Number of incoming links number of comments Number of references in mock-ups Video & Photosharing number of subscribers or derived work (e.g., Flickr, YouTube) Number of times republished in other social media and offline Number of “Likes”184 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-7. Social Commerce Strategy (1) The practical utility of looking at social commerce through The 6 Social Commerce Strategies the lens of social psychology is that is provides brands and retailers with a strategic approach to doing social commerce. Rather than deploy social shopping tools based on a whims 1. Scarcity – Less is more(perceived value) or sales pitches, the 6 social influence heuristics provide a framework for six distinct shopper-centric social commerce strategies, with their associated tools and which can be 2. Affinity – Shop with like-minded people adopted and developed based on their fit with broader marketing strategies. 1. The Social Proof Strategy 2. The Authority Strategy 3. Reciprocity – Pay back favours 3. The Scarcity Strategy 4. The Liking Strategy 5. The Consistency Strategy 4. Popularity – Follow the crowd 6. The Reciprocity Strategy Social Commerce (Popularity - ), 5. Authority – Follow the leader(Experts) (Authority - ), (Affinity - ), (Scarcity – One a day ), (Consistency – Social Media ), 6. Consistency – One step at a time (Reciprocity - ) .185 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-7. Social Commerce Strategy (2) Social Commerce Strategies Social Consis- Recip- Social Shopping Tool Examples Proof Authority Scarcity Liking tency rocity Ask-Your-Network Charlotte Russe, Mattel, Jansport O O Deal Directories DealsWoot, JustBoughtlt O Deal Feeds Dell, Amazon, Carrefour O O O Group-Buy Dell, Adidas, Groupon, Intel(FanPlan) O O Multiplayer Games Levi’s, Burger King(Unfriending) O News Feeds Best Buy, NorthFace, Nokia (WoM World) O O Pick List Amazon, Best Buy, Kaboodle, StyleFeeder, ThisNext O O O Popularity Lists Amazon, Apple O Referral Programs Gilt, VanRosen, Rue La La, Ideeli, Vente-Privee, Sky O O O Share-With-Your-Network Kaboodle, StyleFeeder, ThisNext O O Share-Your-Story James Avery Jewellery O O Shop Together Charlotte Russe, Mattel, Jansport O O Social Media Entertainments Blendtec O O Social Media Listening Dell, Starbucks O O Social Media Reviews Amazon, Apple, WineLibrary, Zappos O O O Social Media Services Best Buy, Nike+ O O O Social Network Storefronts Best Buy, 1-800 Flowers, Reebok, Carrefour O O Social Recommender Systems Netflex, Apple(Genius), Stylefeeder, Honk O O User Forums Apple, eBay O O O User Galleries Burburry O O http://socialcommercetoday.com186 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-8. 5 Force Model Analysis Porter 5 Forces Model 5 Forces Model Analysis ex. Social Commerce Industry 1 Red Ocean Convergence Strategy ? 3C(Customer, Company, Competitor) 5 Force Model187 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-9. ERRC Strategy Reduce , Eliminate Create Create Value Culture Innovation ( X, O) Raise (Viral Marketing)188 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-10. E-Biz 흐름에서 알 수 있는 현재 그리고 미래 (1) 1. E-Biz Business Model Reverse Off-Line Group Social Next Auction Auction Market Purchase Commerce Step? ↔ priceline.com Present Future 2. → Infra Platform Contents Commerce 3. .189 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-10. E-Biz 흐름에서 알 수 있는 현재 그리고 미래 (2) 1999 2011 Red Hat $2.0 Twitter Barnesandnoble.com $2.5 TD $4.5 Zynga Warehouse $10.0 eToys $9.0 $2.0 Jupiter Agllent Networks $1.7 Facebook Akamai $2.4 Technologies $50.0 Groupon $13.6 $4.8 Infonet LinkedIn WebVan $8.7 Priceline.com $2.0 $4.8 $2.3 24 companies, $70.96 billion 5 companies, $71.3 billion At the height of the dot-com boom. In 1999, 308 Five of the most prominent internet companies. All of companies went public. The 24 largest totaled $70.96 which have yet to go public, have a total valuation of billion in market capitalization $71.3 billion, based on recent investments. Many are currently trading higher in the secondary markets.190 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-10. E-Biz 흐름에서 알 수 있는 현재 그리고 미래 (3) Multiple Functions/ Timmer’s Define e-Biz Model Value Chain Integrators Integrated * Value Creation in E-Business Third Party Marketplace - Efficiency - Complementary - Lock-in Collaboration Platform - Novelty Functional Integration Virtual Communities E-Mail Value Chain Service Providers E-Auction E-Procurement Trust Services E-Shop Information Brokerage Single Functions Lower Degree of Innovation Higher Seller Controlled Buyer Controlled Neutral Service Providing Integration191 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-11. Social적 기능(Communication) + α Over 100 million professionals use LinkedIn to exchange information, ideas and opportunities LinkedIn helps you... - Establish your professional profile online - Stay in touch with colleagues and friends 2011.05.19 LinkedIn - Find experts, ideas and opportunities $45 → $94.25 (109.44% ↑) Facebook LinkedIn 43 1 SNS , SNS 40% SNS Company 45 , 43 ( 4 6,700 ) SNS , Google 2 ↓ What is LinkedIn? Business(Professional) Social Network Social Network SNS , LinkedIn , 40% , 500 LinkedIn 1 Facebook 6.8 1 100 , 1 180 . .192 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-12. Social VOC (1) ASCE Social Media Triage Chart193 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-12. Social VOC (2) Social Media “Triage” Take reasonable action to fix issue and let customer Yes know action taken Positive Negative Yes No Do you want Assess the Evaluate the Does customer need to respond? message purpose / deserve more info? No Unhappy Yes Are the facts No Gently correct Yes Response customer? correct? the facts No Yes Can you add No Dedicated Yes Are the facts No value? complainer? correct? No Explain what is being Respond in Thank the Comedian Is the problem Yes done to correct kind & share person Want-to-Be? being fixed? the issue No Yes Let post stand and monitor194 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-13. Thinking About (1) Pattern 1. [ ] B A( ) Positioning Map C D F E [ ] V X Y VS. U W Z , , 1. ‘ ?’ 2. ‘ : , ?’ . : , 11195 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-13. Thinking About (2) Pattern 2. [ ] Z X Y A ( ) B E C D VS. [ ] ex. X Z , Y . , A ( ) .196 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-13. Thinking About (3) Top 10 Social Media questions marketers want answered We simply asked, “What question about marketing with Social Media do you most want answered?” A significant 2,278 people provided their open-ended responses. We clustered them into group ranked them below. How do I measure the effect of Social Media marketing on my business? How do I integrate and manage all of my social marketing activities? What are the best ways to sell with Social Media? How do I improve customer engagement with Social Media? How do I master the use of specific social media platforms? How do I effectively find my target audience with Social Media? What are the best practices in Social Media Marketing? How do I use Social Media in niche markets? What are the trends in Social Media marketing? How do I best use my time to maximize my Social Media activities? Summary : One in three marketers indicated measuring results and integrating Social Media activities were their top questions when marketing with Social Media. As you can see by examining the above list, marketers have asked some excellent questions. The remainder of this report will attempt to answer some of those questions. Source : 2011 Social Media Marketing Industry Report197 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • 10. Brainstorming & Result Deduction 10-14. 시사점 (To-be) Smart Commerce , Key (O2O Cross UX ) 1. Mobile Commerce , , , O2O Cross Real –[ ] , Seamless Needs –[ ] , , , , One-Stop Service –[ ] 2. O2O , Commerce Platform – / , / , / , / / – , , , / , , / 全 3. , N-Screen (M / T / E - Commerce ) – M- M- , – , , – , , PC, TV , TV, IPTV,198 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Social Network will be like air 100 Fashion 500 Trend 1,000 Culture199 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh)
    • Social Network will be like air / , , / , / / Market 3.0 / Philip Kotler What Management is / Joan Magretta Donga Business Review Internet Trends / Morgan Stanley New Media : Mobile Advertising www.seri.org www.bloter.net Etc.20 30-June-11 MBA Academic Competition - (facebook.com/luxurypooh) 0