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110516_adtech_SF_Social_Media_hoso

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The public share in the company that we have

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110516_adtech_SF_Social_Media_hoso

  1. 1. AD:Tech SF Report(20110411~0413) 20110516 Atsushi hosokawa
  2. 2. Social MediaThe New Lawsof Creativity クリエイテブの新たな法則
  3. 3. MARKETING MASTER Brian Solis Principal, Altimeter Group http://www.briansolis.com/ Brian Solis is the author of "Engage", the complete guide to build, cultivate, and measure success in the social Web. Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on the convergence of marketing, communications and publishing. He is Principal of Altimeter Group and has led interactive and social programs for Fortune 500 companies, notable celebrities, and Web 2.0 startups. BrianSolis.com is among the worlds leading business and marketing online resources.
  4. 4. 人々はソーシャルメディアを 嫌いになり始めている?
  5. 5. ソーシャルWebの利用理由
  6. 6. 多くのソーシャルメディアマーケティングは表面的?消費者のNeeds 企業の認識顧客と企業の認識ギャップ
  7. 7. 継続的な価値提供の必要企業は顧客の時間や注意、ログと引換えに 具体的価値と経験提供のデザインを! 価値を提供できず、時間経過しかない ブランドから、人は離れだしている。
  8. 8. Brian Solisのソーシャル マーケティングフレームソーシャルマーケティング Peopleの 『P』は のステップ 5つの『I』 5番目の要素 影響をあたえる ↑ 相互作用 ↑ アイデアだし ↑ 顧客インサイト ↑ 知識(インテリジェンス)
  9. 9. ファンを数えることをやめ 体験を作り上げること体験の共有 報酬 知人友人 (リワード) 専門家 インフルエンサー 意図 目的
  10. 10. ソーシャルメディア の中にいる人々の本当の価値は 見えてる所より 見えないところ に多くある
  11. 11. Engagement is defined by how a brand and consumer connect and interact within their networks of relevanceEngagement is measured by takeaway value, sentiment, and resulting actions following the exchange.Meaningful engagement is now a market differentiator. It steers experiences
  12. 12. ソーシャルメディアが体験の共有を創り出す!
  13. 13. ソーシャルクリエイティブは潜在顧客 に大きな役割を持つ! 対象外顧客 潜在 購入 ターゲット 顧客 顧客 顧客
  14. 14. 顧客が没頭するような物語で エントリーポイントを開く!意図本質物語価値文化エンゲージメント ソーシャルなコンテンツや取組み最後の1マイル が未来のマーケティングを創る
  15. 15. バランスを見つけ大事な共有を維持する Fine the Balance
  16. 16. Brian Solisのソーシャルクリエイティブフレーム目標の設定(設計) かけ合わせの定石
  17. 17. ソーシャルWebはコンテンツ・商取引の主要通貨へ 繰り返しが信憑性を高める
  18. 18. Old Spiceは高コストで短命 !?
  19. 19. SPEAKER (Sponsor Presentation) Jay Samit SocialVibe , CEO http://www.socialvibe.com/ A 25-year digital media veteran, Jay has held senior management positions at Sony, EMI, and Universal Studios with the responsibility for the development of new digital media businesses. Jay pioneered social media in the 1990s by developing one of the first million member online communities for college students. Prior to joining corporate America, Jay founded Jasmine Multimedia Publishing, creating more than 300 software titles, and developing key advances in music and video technologies for Microsoft, Apple, Intel, and IBM. Committed to giving back to the community, Jay was invited by President Clinton to lead the White House’s Initiative for Education & Technology, and spearheaded the effort to create Internet access for America’s schools. Jay ‘s other charity work ranges from the first Internet Charity Auction to Tsunami Aid (with NBC) and the Concert for Hurricane Relief (with MTV).
  20. 20. ソーシャルプラットフォームパフォーマンスブランド広告リーダー企業 9100万人の米国消費者
  21. 21. 購入を介し消費者をドライブする。
  22. 22. CaseStudy:FarmVille Microsoft
  23. 23. Social MediaGathering Intelligencethrough Best Practicesand RealーWorld Examples ベストプラクティスと実例を通じた インテリジェンス収集
  24. 24. MARKETING MASTER Brian Solis Principal, Altimeter Groupd Brian Solis is the author of "Engage", the complete guide to build, cultivate, and measure success in the social Web. Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on the convergence of marketing, communications and publishing. He is Principal of Altimeter Group and has led interactive and social programs for Fortune 500 companies, notable celebrities, and Web 2.0 startups. BrianSolis.com is among the worlds leading business and marketing online resources.
  25. 25. PRESENTERSAaron Mann Aaron leads client strategy and loves the challenge of bringing the rapidly evolving social world to life within an overall brand strategy. His work with clients and agency partners is a constant learning experience and helping make all theCEO, Socialarc parts work together is what he enjoys most. Before founding Socialarc, Aaron started a social media technology company and had led global product development and client service teams for public companies and way too many tech startups.http://socialarc.com/David L. Smith David Smith is an internationally-recognized expert in the areas of new media application, media strategy, media planning and metrics. As a veteran in the area of advertising media management, his experience is drawn from the creation of the first-generation advertisingCEO, Mediasmith technology to dealing with today’s issues surrounding metrics in the digital marketplace. At the forefront of new metrics applications, David’s has deep advisory board and industry committee involvement where he works to establish and refine standards in metrics, business practices and financial issues for interactive advertising. With a number of awards to his name, including an Effie, David was also awarded the first ever ad:tech Industry Achievement Award. This accolade recognized his long-term dedicationhttp://www.mediasmith.com/ and consistent outstanding service to the digital marketing industry.
  26. 26. ソーシャルリスニングプラットフォーム 活用のプロセス ビジネス 収集 整理 アプリ ダッシュ 施策 ボード 分析 知見
  27. 27. ソーシャルリスニングプラットフォーム反比例する料金体系と業務簡便化
  28. 28. ソーシャルリスニングプラットフォーム 提供付加価値と機能チャート データ取得 計測・測定 ユーザーへのアクセス
  29. 29. ソーシャルリスニングプラットフォームリソース最適化と最良の成果に向けて 目標 × ツール × 人リーチ拡大 → 顧客開発 → ROI向上
  30. 30. Expanding Reach新しいチャンネル+CVの場を見いだす!
  31. 31. Audience Development新ターゲットを見つけ、誰が自分たちの商品や 競合について話しているのか見極める。
  32. 32. Demonstrating ROI計測結果から基礎指標を作りマーケ活動や 量、ユーザー意見との相関関係を確認
  33. 33. SPEAKER (Sponsor Presentation) Max Heilbron Brand Strategy Director, Goodby, Silverstein & Partners http://modmengsp.com/max-heilbron/ After graduating from Stanford University in the year 2000, Max began his career in advertising at Publicis & Hal Riney as a spot broadcast buyer, simply because he didn’t know any better. This turned out to be a horribly boring job, and after getting laid off following the loss of Saturn in 2001, he wound up following that account to Goodby, Silverstein & Partners. When he arrived at GSP, fresh-faced and bushy-tailed, he started off as a junior media planner, worked his way up to group communication strategy director, and then recently made a lateral transition internallyhttp://www.goodbysilverstein.com/ to work on the brand strategy side of the house. He’s worked across the full spectrum of strategy, from media planning to communications planning to connections planning to account planning, touching almost every account at the agency, including the aforementioned Saturn, Hyundai, Elizabeth Arden, Got Milk, Foster Farms, Häagen-Dazs, Dreyer’s, HP, NBA, Comcast, Kayak.com, eBay, Cheetos, Doritos, Tostitos – most of the –itos, actually - and most recently, Sonic.
  34. 34. CaseStudy:Tostitos『Tostitos Reunite America』
  35. 35. CaseStudy『Tostitos Reunite America』 http://www.facebook.com/Tostitos?sk=app_158498747530557
  36. 36. CaseStudy 『Tostitos Reunite America』 1 2投稿 投票 3再会&商品 4公開
  37. 37. CaseStudy:Tostitos 『Tostitos Reunite America』 テクノロジーは素晴らしい。 友人との繋がりを維持できる。が!? それはまた私たちを引き離しもする。感情に訴える要素が人々とブランドとの距離を縮める。

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