1. 소셜 인플루언스 마케팅과
평가 방법
강정수 1

2. 강정수 2

3. 강정수 3

4. 강정수 4

5. 강정수 5

6. 강정수 6

7. 강정수 7

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9. 2016
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10. fake news
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11. fake news
internet trolls
misleading information
unchecked lies
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12. cause:
the economics
of the media industry
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13. result:
a void
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14. 2015, USA
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15. moving to
more
innovative,
modern platforms
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16. Social Media as a News Source
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17. media companies
much too slow
to shift to digital
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18. the budgets for quality journalism
are focused on the wrong places
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19. a void
filled
by the cheapest possible content
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20. The attention has moved,
but the content-creation resources
mostly haven’t.
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21. the wealth of creative expression
not in digital networks
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22. creative people
not in digital networks
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23. Social platforms
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24. massive audiences
more diverse audiences
more people
a bigger impact
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25. legacy media companies
limiting collective creative culture
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26. Articles mimic
print formats from decades ago
video mimics
tired TV conventions
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27. the advertising industry
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28. television ads
celebrities,
million-dollar ad production
budgets
expensive distribution
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29. the internet
filled with poorly designed ads
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30. a void!
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31. result:
weakening
the economics
of digital content
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32. the void
filled with
fake news,
cheap entertainment,
deceptive ads강정수 32

33. a opportunity
to invent the future of content
on social and mobile platforms.
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34. new creative practices
new formats
better experiences for
audiences
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35. 2017
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36. 1. digital advantage
= a key competitive advantage
audience data
dynamic feedbacks
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37. 2. digital advantage
the convergence of
content and communication
“Sharing“
= a social connection강정수 37

38. When sharing happens?
What is the value for the person
who shares?
What is the value for the person
who receives?
강정수 38

39. What does the activity mean for
the bond they share with each
other?
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40. relationship data!
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41. 강정수 41

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43. feedback loop
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44. relationship data
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45. Estimating the social influence?
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46. Spillover effect!
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47. 강정수 47

48. weighting: relevance
like=0.2
comment=0.3
share=0.5
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49. Finding Social Influencer for Brands
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50. affluent millennials
affluent audience
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51. GQ Stories
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52. GQ Stories
Influencer Marketing: 6,500명과 협업
GQ Lifestyle이 드러나도록 Insta 지원
Influencer와 광고주 매칭 DB와
Analytics 보유
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53. “One of the challenges
brands have is that there
are so many influencers at
this point.”
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54. “They can’t create a
campaign for each one.
We can do the legwork
and the brand can be part
of it.”
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55. 강정수 55