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페이스북과 Resonance Point / www.offbeat.co.kr

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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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