(@npool)1
:                           /           ,       21               (2000-2006)www.offbeat.co.kr (Social Media Marketing Agen...
3
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               ...
Q1. Why to Use facebook for BusinessA1. Power Shift: Networked ConsumerQ2. How to Use facebook for Business        A2. Res...
1    4
Q1.Why to Use facebookfor Business     5
6
7
8
9
9
9
10
10
11
11
:     1 4900    70%      12
:        280068%    13
:        210065%    14
:        95066%    15
16
16
17
17
18
?19
(SNS)?20
SNS21
?: 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
=     !28
?29
1.        :     30
2.        :     31
:1.2. Page 3.      32
33
?34
&35
?36
1.     ?37
!38
=39
Gatekeeping    40
Content Content           41
2.42
Coke’s “Fans First” Approach in SocialCommunitiesMichael DonnellyGroup Director, Worldwide Interactive Marketing
44
!45
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
52
52
Object  =Node  53
Coca-Cola pagefans: 22 288 627 (2011   2   9 )                   54
Network Density          = Link Density          55
2.     56
57
58
=digital resident in the network              =    networked consumer              =               59
:,    60
/                        (       ) →(              )→(           )         /                (       )                     61
1987       62
2009            =       63
‘    ’   ,64
65
Flashmob 66
,   (Sylt)67
2009          (SNS)          :   5000   ‘        ’              68
69
2009       10   21           //               ⇓           ,               ⇓    2009       11   23               70
71
72
KitKat73
Give rainforests a break           74
2010   3        17 “Have a break?”           75
76
1. 17                ,2. 17       ,                      (        :       79       )3. 184. 18                         ,“ ...
78
3.     79
:RSS Feed, RT, Like, Follow,           etc.             80
81
!82
Networked Consumer               :        83
?!84
1.     2.3.           85
!         !!86
87
88
(linear)     89
(nonlinearity) 90
‘ ’    ⇓‘    ’     91
92
/       ‘    ’            ⇓‘       ’            93
94
HOW!!!  95
296
Q2.How to Use facebookfor Business     97
A 2-1.Resonance-Point       98
2010   1   27    , iPad on Twitter                99
2010   1   27    , iPad on Twitter                99
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
?108
:2         !    109
2         ?    110
!111
,  1                   ,resonance-point       112
113
1      ,      ,114
:    Old Spice &       Mustafa: http://www.berlinlog.com/?p=335             115
116
116
116
117
117
117
1    118
1    119
!120
Social Media Monitoring,Social Media Analytics,  Sentiment Analysis,          etc.           121
122
CONVERSATION CLOUD FOR TOP TERMS MENTIONED ON FB COCA-COLA FAN PAGE                          (SEPTEMBER 2009)             ...
Positive         Conversation                            “Biggest                 General                                 ...
Positive                                     “Coca-Cola is the best drink!!!! I love it...”         Conversation          ...
Positive                                     “Coca-Cola is the best drink!!!! I love it...”         Conversation          ...
Positive                                     “Coca-Cola is the best drink!!!! I love it...”         Conversation          ...
Positive                                    “Coca-Cola is the best drink!!!! I love it...”            Conversation “ALWAYS...
Positive                                    “Coca-Cola is the best drink!!!! I love it...”            Conversation “ALWAYS...
Positive                                    “Coca-Cola is the best drink!!!! I love it...”            Conversation “ALWAYS...
Positive                                     “Coca-Cola is the best drink!!!! I love it...”              Conversation   “A...
124
125
A 2-2.targeting the base of the pyramid               126
striving to givethe most disadvantaged and       marginalized         a voice!             127
128
128
A 2-3.Offbeat’s 7 C     129
130
131
1.         =     132
?      ?133
2.           ?     134
?‘   ’         ?        135
?      ?          ?      ?              ?136
137
Owned Content               =        Story-Curationnot to buy other blogger contents               138
!139
140
Contact    =Touchpoint    141
Rosonance-Point       142
143
Influencer    144
145
146
,          ,147
148
!149
,          !150
,          ,151
,              ,          ?152
153
Call to Action:Fan, Friend, Follower,Like, Subscription, etc.           154
?155
1. Resonance-Point  2. Commitment        156
157
:Key Performance Indicators            (KPI)      ROI              158
!159
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페이스북과 Resonance Point / www.offbeat.co.kr

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  • ★기사님들 많이이용중인사이트 바로 여기입니다★
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    사이트 이동해버리면 알 수도 잡을 수도 없습니다.
    믿을만한 곳을 찾아 비교해보시고 즐기세요.
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  • ‘share’ is featured a bit more prominently in this graphic – likely due to the “who would you share the last Coke on earth with?” status update on Sept 23rd\n
  • ‘share’ is featured a bit more prominently in this graphic – likely due to the “who would you share the last Coke on earth with?” status update on Sept 23rd\n
  • ‘share’ is featured a bit more prominently in this graphic – likely due to the “who would you share the last Coke on earth with?” status update on Sept 23rd\n
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  • 페이스북과 Resonance Point / www.offbeat.co.kr

    1. 1. (@npool)1
    2. 2. : / , 21 (2000-2006)www.offbeat.co.kr (Social Media Marketing Agency) : www.berlinlog.com 2
    3. 3. 3
    4. 4. Q1. Why to Use facebook for Business 3
    5. 5. Q1. Why to Use facebook for BusinessA1. Power Shift: Networked Consumer 3
    6. 6. Q1. Why to Use facebook for BusinessA1. Power Shift: Networked ConsumerQ2. How to Use facebook for Business 3
    7. 7. Q1. Why to Use facebook for BusinessA1. Power Shift: Networked ConsumerQ2. How to Use facebook for Business A2. Resonance Point 3
    8. 8. 1 4
    9. 9. Q1.Why to Use facebookfor Business 5
    10. 10. 6
    11. 11. 7
    12. 12. 8
    13. 13. 9
    14. 14. 9
    15. 15. 9
    16. 16. 10
    17. 17. 10
    18. 18. 11
    19. 19. 11
    20. 20. : 1 4900 70% 12
    21. 21. : 280068% 13
    22. 22. : 210065% 14
    23. 23. : 95066% 15
    24. 24. 16
    25. 25. 16
    26. 26. 17
    27. 27. 17
    28. 28. 18
    29. 29. ?19
    30. 30. (SNS)?20
    31. 31. SNS21
    32. 32. ?: http://www.allfacebook.com/google-facebook-photos-2010-09 22
    33. 33. 1. FarmVille & CityVille 23
    34. 34. 2. Photos 24
    35. 35. 3. Videos 25
    36. 36. Contents! 26
    37. 37. Social Contents!Social Experience! 27
    38. 38. = !28
    39. 39. ?29
    40. 40. 1. : 30
    41. 41. 2. : 31
    42. 42. :1.2. Page 3. 32
    43. 43. 33
    44. 44. ?34
    45. 45. &35
    46. 46. ?36
    47. 47. 1. ?37
    48. 48. !38
    49. 49. =39
    50. 50. Gatekeeping 40
    51. 51. Content Content 41
    52. 52. 2.42
    53. 53. Coke’s “Fans First” Approach in SocialCommunitiesMichael DonnellyGroup Director, Worldwide Interactive Marketing
    54. 54. 44
    55. 55. !45
    56. 56. turn around:networked consumer ! 46
    57. 57. networked consumer 3 47
    58. 58. 1.(network density) 48
    59. 59. 1-1. network density between people 49
    60. 60. 1-2. network density betweenpeople and objects 50
    61. 61. e.g.Social Graph (Facebook) 51
    62. 62. 52
    63. 63. 52
    64. 64. Object =Node 53
    65. 65. Coca-Cola pagefans: 22 288 627 (2011 2 9 ) 54
    66. 66. Network Density = Link Density 55
    67. 67. 2. 56
    68. 68. 57
    69. 69. 58
    70. 70. =digital resident in the network = networked consumer = 59
    71. 71. :, 60
    72. 72. / ( ) →( )→( ) / ( ) 61
    73. 73. 1987 62
    74. 74. 2009 = 63
    75. 75. ‘ ’ ,64
    76. 76. 65
    77. 77. Flashmob 66
    78. 78. , (Sylt)67
    79. 79. 2009 (SNS) : 5000 ‘ ’ 68
    80. 80. 69
    81. 81. 2009 10 21 // ⇓ , ⇓ 2009 11 23 70
    82. 82. 71
    83. 83. 72
    84. 84. KitKat73
    85. 85. Give rainforests a break 74
    86. 86. 2010 3 17 “Have a break?” 75
    87. 87. 76
    88. 88. 1. 17 ,2. 17 , ( : 79 )3. 184. 18 ,“ ” 77
    89. 89. 78
    90. 90. 3. 79
    91. 91. :RSS Feed, RT, Like, Follow, etc. 80
    92. 92. 81
    93. 93. !82
    94. 94. Networked Consumer : 83
    95. 95. ?!84
    96. 96. 1. 2.3. 85
    97. 97. ! !!86
    98. 98. 87
    99. 99. 88
    100. 100. (linear) 89
    101. 101. (nonlinearity) 90
    102. 102. ‘ ’ ⇓‘ ’ 91
    103. 103. 92
    104. 104. / ‘ ’ ⇓‘ ’ 93
    105. 105. 94
    106. 106. HOW!!! 95
    107. 107. 296
    108. 108. Q2.How to Use facebookfor Business 97
    109. 109. A 2-1.Resonance-Point 98
    110. 110. 2010 1 27 , iPad on Twitter 99
    111. 111. 2010 1 27 , iPad on Twitter 99
    112. 112. 2010 1 27 , iPad on Twitter 99
    113. 113. : , , , !!!100
    114. 114. / (resonance) (swing) 101
    115. 115. Resonance-Point =possibility to Swing at any time 102
    116. 116. Networked Consumer = ready to act 103
    117. 117. :Resonance Point ? 104
    118. 118. ,resonance-point !!!! 105
    119. 119. !!!106
    120. 120. FacebookFanpage / Brandpage 107
    121. 121. ?108
    122. 122. :2 ! 109
    123. 123. 2 ? 110
    124. 124. !111
    125. 125. , 1 ,resonance-point 112
    126. 126. 113
    127. 127. 1 , ,114
    128. 128. : Old Spice & Mustafa: http://www.berlinlog.com/?p=335 115
    129. 129. 116
    130. 130. 116
    131. 131. 116
    132. 132. 117
    133. 133. 117
    134. 134. 117
    135. 135. 1 118
    136. 136. 1 119
    137. 137. !120
    138. 138. Social Media Monitoring,Social Media Analytics, Sentiment Analysis, etc. 121
    139. 139. 122
    140. 140. 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
    141. 141. 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
    142. 142. 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
    143. 143. 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
    144. 144. 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
    145. 145. 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
    146. 146. 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
    147. 147. 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
    148. 148. 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
    149. 149. 124
    150. 150. 125
    151. 151. A 2-2.targeting the base of the pyramid 126
    152. 152. striving to givethe most disadvantaged and marginalized a voice! 127
    153. 153. 128
    154. 154. 128
    155. 155. A 2-3.Offbeat’s 7 C 129
    156. 156. 130
    157. 157. 131
    158. 158. 1. = 132
    159. 159. ? ?133
    160. 160. 2. ? 134
    161. 161. ?‘ ’ ? 135
    162. 162. ? ? ? ? ?136
    163. 163. 137
    164. 164. Owned Content = Story-Curationnot to buy other blogger contents 138
    165. 165. !139
    166. 166. 140
    167. 167. Contact =Touchpoint 141
    168. 168. Rosonance-Point 142
    169. 169. 143
    170. 170. Influencer 144
    171. 171. 145
    172. 172. 146
    173. 173. , ,147
    174. 174. 148
    175. 175. !149
    176. 176. , !150
    177. 177. , ,151
    178. 178. , , ?152
    179. 179. 153
    180. 180. Call to Action:Fan, Friend, Follower,Like, Subscription, etc. 154
    181. 181. ?155
    182. 182. 1. Resonance-Point 2. Commitment 156
    183. 183. 157
    184. 184. :Key Performance Indicators (KPI) ROI 158
    185. 185. !159

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