[基幹講演]ソーシャルシフト〜企業と生活者の新しいコミュニケーションのカタチ Ver2.1.1

[基幹講演]ソーシャルシフト〜企業と生活者の新しいコミュニケーションのカタチ Ver2.1.1
What is social media? “Social media is people having conversations online.” “ ” Reference: Harish Dabasia
• • • •
Facebook
( : ) mixi Twitter Facebook 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 6 7 8 9 10 11 12 1 2 3 4 5
3,000 Reference: Socialmedia by Veronica Peng
99.9% 1998 1999 2000 2001 2002 2003 2004 2005
90% 70% 70% 62% 61% 59% 55% 41% 33% 0% 20% 40% 60% 80% 100% The Nielsen Company in Jul. 2009 Global Online Consumer Survey of over 25,000
from Flickr Criative Commons, Oscar Berg, www.thecontenteconomy.com
from Flickr Criative Commons, Oscar Berg, www.thecontenteconomy.com
“Brands Speak with not consumers, but human.” by Leo Burnett CANNES LIONS INTERNATIONAL 2010 Advertising Festival → 2011 Festibal of Creativity
61% 52% 48% 39% 34% 30% 29% 27% 0% 10% 20% 30% 40% 50% 60% 70%
Background Music :
2001 9 ■ 80
2559 400
Shop.ong • �� • • •
e
to SO LO MO 5% SO LO MO 95% (135 ) (7 ) , eBay
1. Solar Winds 25 2. 3. 8.5 2
1. 10 200 500 300 2. Twitter 2 3.
2008/12/20
2008/7/14 2008/12/20
King's Dilemma from Flickr Criative Commons, by oknovokght
PDCA
STEP1
( ) 1. Grand Design ( ) 2. Plan 3. Do Facebook ( ) ( ) ( ) ( ) 4. See&Action ( ) 5. Educatin
STEP2 SS Hub & Spoke
STEP3
STEP4 140 7,000 ALTIMETER: (2011/2/10) : : :
STEP4 ALTIMETER: (2011/2/10)
STEP5-1
STEP5-2 American Express CMO - John Haze 1. 2. Facebook Ads 3.
STEP5-2
STEP5-2 LTV LRV LRV = Life Referral Value
( ) NPS
( ) (Detainee) (Angel Candidates) (Angel) (Insurgent) Nutral (Missionaries) 0 6 7, 8 9, 10 Net Promoter Score
STEP6
by Forrester 5 1 Forrester 1000 95
2005 8 12 CEO
2006 11 My Space 400 Blog, Flickr,YouTube, Facebook, Twitter
700
CEO 2010 1 Facebook Twitter 3 1000
Facebook ( 30 ) Twitter ( 38 ) YouTube ( 558 ) Flickr ( 2417 )
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N-Academy (NTT ) 0570-09-1172
Socialmedia Dynamics 　　　⽴立立　　　　⽉月　　　⻫斉　 1 ⾦金金　　　　　⽤用　　　　　　　　　　　　⽇日　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　⽇日⽴立立　　　　　　　　　　　　　　　　　　⽇日　　　　　　　　　　　　　　　　　　⾳音
: @toru_saito : in the looop

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