1. >
>
>
>
>
> ( )
>( )
2011.4.11 >( ) ( )
> : www.berlinlog.com
> twitter.com/npool
1 2
I.
I. Networked Citizen/Consumer
II. Why “Low Predictability”? Networked Citizen/Consumer
III. How “Large Impact”?
3 4

2. : 3 149 877
The Internet is ... Social!
5 6
: 4 010 980
7 8

3. 9 10
:
>
>
>
>
>
>
>
11 12

4. ?
(SNS)?
1
13 14
?
: http://www.allfacebook.com/google-facebook-photos-2010-09
15 16

5. 1. FarmVille & CityVille 2. Photos
17 18
3. Videos Contents!
Social Experience!
19 20

6. 2
(active user)
?
?
21 22
: 1 4900
: 2800
70%
68%
23 24

7. : 2100 : 950
65% 66%
25 26
1. :
2. :
27 28

8. Group A:
29 30
Group B: Group B:
Social Plugins
http://www.facebook.com/apps/directory.php
2 ! 250 !
31 32

9. Social Plugins
=
=
33 34
Group B:
(Brand) Pages
35 36

10. Group B:
F-Commerce
(Fan) Pages
=
, ,
37 38
3
/
?
39 40

11. /
?
&
41 42
1.
!
?
43 44

12. = =
45 46
Kevin Thau
/
“Twitter is not a social network.
Twitter is for news.
Twitter is for content. =
Twitter is for information.”
: http://www.readwriteweb.com/archives/
twitter_is_not_a_social_network_says_twitter_exec.php
Gatekeeping
47 48

13. Content 2.
/ /
Content /
49 50
Coke s “Fans First” Approach in Social
Communities
Michael Donnelly
Group Director, Worldwide Interactive Marketing
/ !
51 52

14. turn around: II.
networked citizen !
networked consumer ! Why “Low Predictability”?
53 54
networked citizen
1.
(network density)
3
55 56

15. 1-1. network density 1-2. network density
between between
people people and objects
57 58
e.g.
Social Graph (Facebook)
59 60

16. Coca-Cola page
fans: 22 288 627 (2011 2 9 )
Object
=
Node
61 62
Network Density
= 2.
Link Density
63 64

17. 65 66
=
digital resident in the network
:
=
,
networked citizen
=
social citizen
67 68

18. 1987 2009
=
69 70
,
71 72

19. , (Sylt)
Flashmob
73 74
2009
(SNS)
:
5000
75 76

20. 2009 10 21
/
/
,
2009 11 23
98
77 78
KitKat
79 80

21. 2010 3 17
Give rainforests a break
“Have a break?”
81 82
1. 17 ,
2. 17 , (
: Have a break? : 79 )
http://www.youtube.com/watch?v=VaJjPRwExO8 3. 18
4. 18 ,“
”
5. 18 , !
83 84

22. 85 86
87 88

23. 89 90
3.
91 92

24. :
RSS Feed, RT, Like, Follow,
etc.
93 94
Networked Citizen
:
!
95 96

25. 4
1.
? 2.
3.
97 98
!
!
99 100

26. ( ) (linear)
101 102
(nonlinearity)
103 104

27. /
105 106
III.
How “Large Impact”?
107 108

28. 2010 1 27 , iPad on Twitter
Resonance-Point
109 110
:
,
, /
,
!!!
111 112

29. Networked Citizen/Consumer
=
(swing/wave)
ready to act
113 114
resonance point :
Resonance Point
?
swing: waves in the network
115 116

30. ,
resonance-point
!!!
!!!!
117 118
Facebook
?
Fanpage / Brandpage
119 120

31. :
2 ?
2 !
121 122
,
1 ,
!
resonance-point
123 124

32. 1
,
,
125 126
:
Old Spice &
Mustafa
: http://www.berlinlog.com/?p=335
127 128

33. 1
129 130
1
!
131 132

34. Social Media Monitoring,
Social Media Analytics,
Sentiment Analysis, !
etc.
133 134