페이스북과 Resonance Point / www.offbeat.co.kr

(@npool)1

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

Q1. Why to Use facebook for Business 3

Q1. Why to Use facebook for BusinessA1. Power Shift: Networked Consumer 3

Q1. Why to Use facebook for BusinessA1. Power Shift: Networked ConsumerQ2. How to Use facebook for Business 3

Q1. Why to Use facebook for BusinessA1. Power Shift: Networked ConsumerQ2. How to Use facebook for Business A2. Resonance Point 3

Q1.Why to Use facebookfor Business 5

: 1 4900 70% 12

: 280068% 13

: 210065% 14

: 95066% 15

(SNS)?20

?: http://www.allfacebook.com/google-facebook-photos-2010-09 22

1. FarmVille & CityVille 23

2. Photos 24

3. Videos 25

Contents! 26

Social Contents!Social Experience! 27

1. : 30

2. : 31

:1.2. Page 3. 32

1. ?37

Gatekeeping 40

Content Content 41

Coke’s “Fans First” Approach in SocialCommunitiesMichael DonnellyGroup Director, Worldwide Interactive Marketing

turn around:networked consumer ! 46

networked consumer 3 47

1.(network density) 48

1-1. network density between people 49

1-2. network density betweenpeople and objects 50

e.g.Social Graph (Facebook) 51

Object =Node 53

Coca-Cola pagefans: 22 288 627 (2011 2 9 ) 54

Network Density = Link Density 55

=digital resident in the network = networked consumer = 59

/ ( ) →( )→( ) / ( ) 61

1987 62

2009 = 63

‘ ’ ,64

Flashmob 66

, (Sylt)67

2009 (SNS) : 5000 ‘ ’ 68

2009 10 21 // ⇓ , ⇓ 2009 11 23 70

KitKat73

Give rainforests a break 74

2010 3 17 “Have a break?” 75

1. 17 ,2. 17 , ( : 79 )3. 184. 18 ,“ ” 77

:RSS Feed, RT, Like, Follow, etc. 80

Networked Consumer : 83

1. 2.3. 85

! !!86

(linear) 89

(nonlinearity) 90

‘ ’ ⇓‘ ’ 91

/ ‘ ’ ⇓‘ ’ 93

HOW!!! 95

Q2.How to Use facebookfor Business 97

A 2-1.Resonance-Point 98

2010 1 27 , iPad on Twitter 99

: , , , !!!100

/ (resonance) (swing) 101

Resonance-Point =possibility to Swing at any time 102

Networked Consumer = ready to act 103

:Resonance Point ? 104

,resonance-point !!!! 105

!!!106

FacebookFanpage / Brandpage 107

:2 ! 109

2 ? 110

, 1 ,resonance-point 112

1 , ,114

: Old Spice & Mustafa: http://www.berlinlog.com/?p=335 115

Social Media Monitoring,Social Media Analytics, Sentiment Analysis, etc. 121

CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE (SEPTEMBER 2009) N = 1,276 posts* *non-english language posts removed Source: Analysis of Facebook for Sept 1st – 30th 2009 122

Positive Conversation “Biggest General Fan” Tones Other Coke Products Comments Advertising Ideas/ Suggestions Consumption Habits/ Addicted Low Availability High Post PostVolum Volum e e Negative Conversation Tones 123

Positive “Coca-Cola is the best drink!!!! I love it...” Conversation “Biggest General Fan” Tones Other Coke Products Comments Advertising Ideas/ Suggestions Consumption Habits/ Addicted Low Availability High Post PostVolum Volum e e Negative Conversation Tones 123

Positive “Coca-Cola is the best drink!!!! I love it...” Conversation “Biggest General Fan” Tones Other Coke Products Comments Advertising Ideas/ Suggestions Consumption Habits/ “DIET COKE IS WHERE ITS AT YALL!!!! :)” Addicted Low Availability High Post PostVolum Volum e e Negative Conversation Tones 123

Positive “Coca-Cola is the best drink!!!! I love it...” Conversation “Biggest General Fan” Tones Other Coke Products Comments Advertising Ideas/ Suggestions Consumption Habits/ “DIET COKE IS WHERE ITS AT YALL!!!! :)” Addicted Low Availability High Post Post “i am the # 1 fan. just ask anyone who knows me.”Volum Volum e e Negative Conversation Tones 123

Positive “Coca-Cola is the best drink!!!! I love it...” Conversation “ALWAYS COCA-COLA!! funny add from Coca-Cola with “Biggest General Fan” Tones Grant Theft Auto!” Other Coke Products Comments Advertising Ideas/ Suggestions Consumption Habits/ “DIET COKE IS WHERE ITS AT YALL!!!! :)” Addicted Low Availability High Post Post “i am the # 1 fan. just ask anyone who knows me.”Volum Volum e e Negative Conversation Tones 123

Positive “Coca-Cola is the best drink!!!! I love it...” Conversation “ALWAYS COCA-COLA!! funny add from Coca-Cola with “Biggest General Fan” Tones Grant Theft Auto!” Other Coke Products Comments Advertising Ideas/ Suggestions Consumption Habits/ “DIET COKE IS WHERE ITS AT YALL!!!! :)” Addicted Low Availability High Post “i am the # 1 fan. just ask anyone who knows me.”PostVolum Volum “I adore cola! I can drink it every day :D” e e Negative Conversation Tones 123

Positive “Coca-Cola is the best drink!!!! I love it...” Conversation “ALWAYS COCA-COLA!! funny add from Coca-Cola with “Biggest General Fan” Tones Grant Theft Auto!” Other Coke Products Comments Advertising Ideas/ Suggestions Consumption Habits/ “DIET COKE IS WHERE ITS AT YALL!!!! :)” Addicted Low Availability High Post “i am the # 1 fan. just ask anyone who knows me.”PostVolum Volum “I adore cola! I can drink it every day :D” e e “. . . Bring back the glass bottle it makes a difference” Negative Conversation Tones 123

Positive “Coca-Cola is the best drink!!!! I love it...” Conversation “ALWAYS COCA-COLA!! funny add from Coca-Cola with “Biggest General Fan” Tones Grant Theft Auto!” Other Coke Products Comments Advertising Ideas/ Suggestions Consumption Habits/ “DIET COKE IS WHERE ITS AT YALL!!!! :)” Addicted Low Availability High Post “i am the # 1 fan. just ask anyone who knows me.”PostVolum Volum “I adore cola! I can drink it every day :D” e “Anyone know if Kosher Coke is available e in Colorado??” “. . . Bring back the glass bottle it makes a difference” Negative Conversation Tones 123

A 2-2.targeting the base of the pyramid 126

striving to givethe most disadvantaged and marginalized a voice! 127

A 2-3.Offbeat’s 7 C 129

1. = 132

? ?133

2. ? 134

?‘ ’ ? 135

? ? ? ? ?136

Owned Content = Story-Curationnot to buy other blogger contents 138

Contact =Touchpoint 141

Rosonance-Point 142

Inﬂuencer 144

, ,147

, !150

, ,151

, , ?152

Call to Action:Fan, Friend, Follower,Like, Subscription, etc. 154

1. Resonance-Point 2. Commitment 156

:Key Performance Indicators (KPI) ROI 158

http://www.bloter.net	1540
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http://boshow.com	102
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http://feeds.feedburner.com	13
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페이스북과 Resonance Point / www.offbeat.co.kr

by Jeong-Soo KANG on Feb 14, 2011

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페이스북과 Resonance Point / www.offbeat.co.kr — Presentation Transcript