3. 소셜 미디어 마케팅(Social Media Marketing)
개방화되고 서로 연결돼 있는 다양한 소셜 미디어의 고객 접
점을 기반으로 관심사 및 정보공유를 통해 고객의 니즈를 파
악하는 한편,
고객과 열려 있는 대화로 지속적인 관계를 형성하는 일련의
커뮤니케이션 활동
22. http://www.facebook.com/Starbucks http://twitter.com/Starbucks http://www.youtube.com/user/Starbucks
http://mystarbucksidea.force.com/
http://www.flickr.com/groups/
starbuckscoffeecompany/
/
Starbucks의 Social Media 전략
http://foursquare.com
50. How important are these factors to corporate reputation?”
These three key factors are best
served by social content.
US 2006 US 2010
Quality products & services 53% Transparent & honest practices 83%
Attentive to customer needs 47% Company I can trust 83%
Strong financial performance 42% High-quality products/services 79%
Fair pricing 38% Communicates frequently 75%
A well-known brand 37% Treats employees well 72%
Good employee relations 35% Good corporate citizen 64%
Socially responsible 33% Prices fairly 58%
Visible CEO 23% Innovator 48%
Dialogue with stakeholders 23% Top leadership 47%
Employee/CEO blogs 12% Financial returns 45%
Source: EDELMAN TRUST BAROMETER, 2010
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