Web 3.0 Mobile Marketing

Web 3.0 行動行銷,[object Object],Jamie C. Lin, 12/27/2010,[object Object]

今天的主題,[object Object],cdejabet@Flickr,[object Object],Web 3.0 是什麼?,[object Object],Web 3.0 行動行銷案例,[object Object],Q&A,[object Object]

Jamie 你是什麼咖？,[object Object]

Jamie 是…,[object Object],林之晨,[object Object],appWorks創投創辦人兼合夥人,[object Object],早期消費型網路公司,[object Object],育成 + 創投,[object Object],50+ 家創業團隊,[object Object]

主要經歷,[object Object],創辦的公司,[object Object],Hotcool (1999),[object Object],Intumit (2000),[object Object],Sosauce (2006),[object Object],Musegames (2008),[object Object],創投: All Asia Partners, HSS Ventures,[object Object],紐約大學史騰商學院 MBA,[object Object],台灣大學化工/經濟,[object Object],兩屆趨勢程式設計比賽銀牌,[object Object],All Asia Partners,[object Object]

Web 3.0 是什麼？,[object Object]

Web 3.0 ,[object Object],Wikipedia: Web 3.0一詞包含多層含義，用來概括互聯網發展過程中可能出現的各種不同的方向和特征，包括將互聯網本身轉化為一個泛型數據庫；跨瀏覽器、超瀏覽器的內容投遞和請求機制；人工智能技術的運用；語義網；地理映射網；運用3D技術搭建的網站甚至虛擬世界或網絡公國等。,[object Object]

Web 3.0 到底是什麼？,[object Object],行銷字眼,[object Object],沒有標準定義,[object Object],幾個重要趨勢的集合,[object Object]

Web 3.0?:Web 2.0?:Web 1.0?,[object Object]

Web 1.0,[object Object],(1995-2001),[object Object]

Web 1.0,[object Object],企業、學術、政府網站,[object Object],入口網站– Yahoo…,[object Object],搜尋引擎– Google…,[object Object],B2C, C2C, B2B 電子商務– Amazon, eBay…,[object Object]

結果…,[object Object],「創造內容」預算大幅縮減…,[object Object], 只好外包,[object Object]

Web 2.0,[object Object],(2002-2007),[object Object]

Web 2.0,[object Object],用戶發表內容 (UGC),[object Object],網誌: Blogger, Live Journal, Xanga, Wordpress…,[object Object],照片: Flickr, Wretch…,[object Object],影片: Youtube, Vimeo…,[object Object],美食: Yelp…,[object Object],多媒體:Myspace…,[object Object]

更重要的是,[object Object],UGC = 爆炸的內容 – 品質低落、消化困難,[object Object],UGC = 匿名性 – 信任問題,[object Object],Web 2.0 = 帳號滿天飛 – 沒人記得住,[object Object],Web 2.0 = 分散的社群 – 無法出現網路效應,[object Object]

Web 3.0,[object Object],(2008-????),[object Object]

2.0/3.0 的三個分水嶺,[object Object],Facebook 平台化、一統天下社群 (2008-),[object Object],iPhone / Android 崛起 (2008-),[object Object],社群媒體興起 (2008-),[object Object]

Facebook 平台化,[object Object],1,000,000+ 個開發商 (來自 180 個國家),[object Object],3.5 億 MAU (月活躍用戶),[object Object],55 萬個應用,[object Object],1,000,000+ 外部網站,[object Object],1.5 億 MAU 來自外部網站,[object Object],全球前 100 大網站有 50% 與 FB 連結,[object Object]

iPhone / Android,[object Object],真正的行動上網,[object Object],全新的使用經驗,[object Object],應用市集: App Store / Android Market,[object Object],多點觸碰、GPS、加速感應、人體感應…,[object Object],NFC (近場感應), 投影機…,[object Object]

App Store 規模,[object Object],225K,[object Object],135K,[object Object],Data: Distimo + AndroLib + appWorks Research,[object Object]

Apps 下載量,[object Object],Data: AdMob (2010-6-30),[object Object]

Super 的 Apps 使用量,[object Object],Data: AdMob (2010-1-31),[object Object]

社群媒體的興起,[object Object],Twitter + Facebook 效應,[object Object],強大的再分享力,[object Object],粉絲群,[object Object],品牌形象,[object Object],即將取代 Google 的導流量能力,[object Object]

7-Eleven,[object Object],838,066 粉絲,[object Object],相當一年省下 5,000 萬行銷預算,[object Object]

以我的網誌為例…,[object Object]

CNN 歐巴馬就職演說,[object Object]

CNN 歐巴馬就職演說,[object Object],600,000 塗鴉牆分享,[object Object],600,000 x 3 x $0.1 CPC = 省下 $180,000,[object Object],8,000,000 推特分享,[object Object],136,000,000 PVs,[object Object],5,300,000 即時收看,[object Object],21,300,000 線上收看,[object Object]

Web 2.0 留下的問題…,[object Object],UGC = 爆炸的內容 – 品質低落、消化困難,[object Object],UGC = 匿名性 – 信任問題,[object Object],Web 2.0 = 帳號滿天飛 – 沒人記得住,[object Object],Web 2.0 = 分散的社群 – 無法出現網路效應,[object Object]

Web 3.0 五大主軸,[object Object],真實人際,[object Object],篩選,[object Object],社群化,[object Object],行動,[object Object],內容取代廣告,[object Object]

真實人際,[object Object],實名制,[object Object],真實人際關係,[object Object],朋友帶著走 (+免註冊),[object Object],Open Graph, Social Plugins, Instant Personalization, @Anywhere,[object Object]

Open Graph = Social Everywhere,[object Object]

篩選,[object Object],專業、優質內容,[object Object],個人化,[object Object],社群化,[object Object]

Hulu,[object Object],北美三大電視公司合資,[object Object],共有 28,000 個節目,[object Object],MAU: 28,500,000,[object Object],每月 783,000,000 次廣告播放 (#1), $35 CPM,[object Object],年營收,[object Object],2009: US$100,000,000,[object Object],2010E: US$200,000,000,[object Object],Hulu Plus: $10 /mo, 3,000 個 premium 內容, iPad,[object Object]

個人化,[object Object],你的喜好,[object Object],同類型的喜好,[object Object],朋友的喜好,[object Object]

個人化,[object Object],Pandora for iPhone,[object Object],Apple Genius,[object Object]

社群化,[object Object],Social everything,[object Object],Social games, social browser, social news, social shopping, social investing, social music…,[object Object]

Facebook Video,[object Object]

案例：GetGlue,[object Object],“Check in” 電視節目,[object Object],3 個月達到 5,000,000 人次,[object Object]

行動,[object Object],無處不在,[object Object],新的使用經驗,[object Object],適時適地服務 (LBS),[object Object]

無所不在,[object Object],Mafia War,[object Object],Facebook,[object Object],Myspace,[object Object],iPhone,[object Object],Android,[object Object],Internet,[object Object]

適地服務 (LBS),[object Object]

Foursquare,[object Object],登入地點,[object Object],分享位置,[object Object],3,000,000 用戶,[object Object],20,000,000 登入,[object Object]

適時 + 適地,[object Object],Background Location,[object Object],推播訊息,[object Object]

內容取代廣告,[object Object],隨選內容,[object Object],社群媒體的興起,[object Object],病毒內容,[object Object],CPA 廣告模式,[object Object]

「內容」遠大於「廣告」,[object Object]

內容將取代廣告,[object Object]

案例：夏天好熱,[object Object],http://www.youtube.com/watch?v=sCjuLGYsz1g,[object Object]

案例：夏天好熱,[object Object],600,000 人次收看,[object Object]

案例：Gilette,[object Object],http://www.youtube.com/watch?v=cTl3U6aSd2w,[object Object]

案例：BlendTec,[object Object],http://www.youtube.com/watch?v=lAl28d6tbko,[object Object]

案例：BlendTec,[object Object],136,257 x $30 CPM = 省下$4,087,710,[object Object],2007 年業績上升:5倍,[object Object]

案例：BlendTec,[object Object]

案例：Old Spice,[object Object],觀眾發問,[object Object],廣告公司製作回答影片(Wieden + Kennedy)11 小時, 87 支,[object Object],57,000,000 views,[object Object]

案例：Old Spice,[object Object],Old Spice Man (100,000,000+ views)http://www.youtube.com/watch?v=owGykVbfgUE,[object Object]

案例：Old Spice,[object Object],http://www.youtube.com/watch?v=uLTIowBF0kE,[object Object]

案例：Old Spice,[object Object],http://www.youtube.com/watch?v=GPlg9ez4L1w,[object Object]

案例：Old Spice,[object Object],http://www.youtube.com/watch?v=nFDqvKtPgZo,[object Object]

Web 3.0 行動行銷案例,[object Object]

品牌互動,[object Object],服務延伸,[object Object],可以怎麼玩？,[object Object],銷售管道,[object Object]

服務延伸,[object Object],可以怎麼玩？,[object Object],品牌互動,[object Object],銷售管道,[object Object]

品牌互動,[object Object],體驗,[object Object],開始方式,[object Object],時間地點,[object Object],Scobleizer@Flickr,[object Object]

全新的體驗,[object Object],觸碰,[object Object],搖晃,[object Object],Pinch,[object Object],Swipe,[object Object],互動,[object Object],照像,[object Object],地點,[object Object],benward@Flickr,[object Object]

案例：Coca-Cola,[object Object],曲線瓶,[object Object],乾杯,[object Object],神燈,[object Object]

案例：BMW,[object Object],真實 F1 賽車,[object Object],維修站體驗,[object Object],各種細部調節,[object Object],Facebook 分享,[object Object]

品牌體驗開始方式,[object Object],自主 (Pull),[object Object],推播 (Push Notifications),[object Object],背景執行,[object Object],地點啟動,[object Object]

案例：Uniqlo,[object Object],獨特的日曆,[object Object],氣象,[object Object],Google 整合,[object Object],動人的影片,[object Object]

任何時間、任何地點,[object Object],stephenpoff@Flickr,[object Object]

案例：Amazon Kindle,[object Object]

可以怎麼玩？,[object Object],品牌互動,[object Object],銷售管道,[object Object],服務延伸,[object Object]

服務延伸,[object Object],銷售前：意願,[object Object],銷售中：效率,[object Object],銷售後：滿意度,[object Object],loozrboy@Flickr,[object Object]

銷售前：意願,[object Object],提供資訊：商品、店面、經銷、網站,[object Object],個人/客製化,[object Object],分享,[object Object],認同,[object Object],troyholden@Flickr,[object Object]

案例：Tiffany,[object Object],男人的困擾,[object Object],女人的夢想,[object Object],尺寸的問題,[object Object],消費者教育,[object Object]

上班族「團購」,[object Object],揪團,[object Object],集單,[object Object],採買,[object Object],客製化,[object Object],案例：Dunkin Donuts,[object Object]

銷售中：效率,[object Object],要買什麼,[object Object],去哪買,[object Object],結帳,[object Object],出貨,[object Object],sweetmojo@Flickr,[object Object]

案例：Starbucks,[object Object],隨行卡,[object Object],儲值,[object Object],我的飲料,[object Object],刷卡！,[object Object]

案例：ZipCar,[object Object],預約租車,[object Object],尋找車輛,[object Object],發動！,[object Object]

銷售後：滿意度,[object Object],創新服務,[object Object],任何時間,[object Object],任何地點,[object Object],canadagood@Flickr,[object Object]

案例：Chase,[object Object],24 小時銀行,[object Object],轉帳,[object Object],繳款,[object Object],攏支票！,[object Object]

案例：Benz,[object Object],找車,[object Object],道路救援,[object Object],鎖車/開鎖,[object Object]

可以怎麼玩？,[object Object],品牌互動,[object Object],服務延伸,[object Object],銷售管道,[object Object]

方便的銷售管道,[object Object],隨處電子商務,[object Object],「應用中購買」(In-App Purchase),[object Object]

案例：Apple Store,[object Object]

案例：Gap,[object Object],混搭,[object Object],分享,[object Object],回饋,[object Object],讚,[object Object],購買,[object Object]

案例：Gilt,[object Object],中午推播,[object Object],創新介面,[object Object],清晰照片,[object Object],快速結帳,[object Object]

案例：NikeID,[object Object],上傳照片,[object Object],選取顏色,[object Object],個人化鞋款,[object Object],全球分享,[object Object],購買,[object Object]

Web 3.0 行動行銷,[object Object]

品牌互動,[object Object],服務延伸,[object Object],Web 3.0 怎麼玩？,[object Object],銷售管道,[object Object]

(fish_at_taipei@flickr),[object Object],Questions?,[object Object]

Web 3.0 Mobile Marketing

Web 3.0 Mobile Marketing

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