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오가닉 미디어와 인터넷 시장의 새로운 질서 (아마존 사례를 중심으로)

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인터넷 시장에 세워지는 새로운 질서를 오가닉 미디어의 프레임워크로 이해하기 위한 강연입니다. 2013년 11월 8일 경영정보학회에서 튜토리얼로 발표한 내용을 공유드립니다.

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오가닉 미디어와 인터넷 시장의 새로운 질서 (아마존 사례를 중심으로)

  1. 1. Organic Media & The New Order of Internet Market ! 오가닉 미디어와 인터넷 시장의 새로운 질서: 아마존 사례를 중심으로 2013. 11. 8. Dr. Agnès Jiyoung YUN Founder & CEO Organic Media Lab, Inc.
  2. 2. Who’s Agnès Jiyoung Yun? • Education: - 프랑스 Paris 5대학교(소르본느) 커뮤니케이션 사회학 학사, 석사, DEA, 박사 (연구분야: 미디어, 네트워크, 정체성) • Profession: - 前 (주)미디어레 대표이사 (SNS, 지식 공유 서비스 구축) 11/08/2013 - 前 (주)SK 커뮤니케이션즈 이사 (신규 서비스 기획, 전략, 연구) - 현재 (주)오가닉 미디어랩 대표이사 (연구, 교육, 인큐베이션) © Agnès Jiyoung Yun, Organic Media Lab, 2013
  3. 3. 현상의 이해 • • 책(읽다) • 음악(듣다) • 일기장(기록하다) • 상거래 시장(사다) 텔레비전(시청하다) 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013 (연결하다) (연결하다) (연결하다) (연결하다)
  4. 4. 현상의 공통점 사용자의 참여에 기반한다 참여가 네트워크를 만든다 진화하는 유기체이다 Organic Media 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  5. 5. What’s Organic Media? 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  6. 6. 3 Components of Media Content Container Context 11/08/2013 http://organicmedialab.com/2013/03/21/3-components-of-media/ Organic Media Lab, 2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  7. 7. 컨테이너의 다양화 전통적 미디어의 개념에서는 물리적 컨테이너(종이, 페이지 등)가 미디어를 규정해왔음. 그러나 물리적 컨테이너가 수없이 다양해짐에 따라 더 이상 미디어의 구분자가 되지 못함.
  8. 8. 컨테이너의 해체 Facebook' Twi$er' Path' Pinterest' [사람, 메시지, 콘텐츠를 매개하고 연결할 수 있는 구조를 가진 모든 개체]가 미디어가 됨. 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  9. 9. 콘텐츠의 해체 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  10. 10. 콘텐츠의 재정의 http://organicmedialab.com/2013/09/16/what-is-content/ 801,352 명의 평가결과 9점 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  11. 11. 컨텍스트의 확장 http://organicmedialab.com/2013/05/09/context-has-the-answer/ 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  12. 12. 컨텍스트의 확장 Popular Highlights 287 Highlighters 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  13. 13. 컨텍스트의 연결 Customers who viewed this item also viewed 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  14. 14. Media Transformation 전통적 미디어! (Traditional Media)! 오가닉 미디어! (Organic Media)! 컨테이너(Container)! 물리적(Physical)! 구조적(Structural)! 콘텐츠(Content)! 소비하다 (To Consume)! 가지고 놀다(To Play)! 컨텍스트(Context)! -! 연결하다(To Connect)! 가치(Value)! 희소가치(Scarcity)! 공유가치(Scalability)! 목표(Objective)! 돈(Money)! 11/08/2013 !! © Agnès Jiyoung Yun, Organic Media Lab, 2013 네트워크(Network)! Organic Media Lab, 2013!
  15. 15. 아마존은 왜 오가닉 미디어인가? Use = Participate http://www.slate.com/blogs/future_tense/2013/10/25/amazon_earnings_jeff_bezos_is_like_king_midas_in_reverse_chart.html 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  16. 16. Amazon as Organic Media http://organicmedialab.com/2013/01/21/connected-marketplace/ 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  17. 17. 오가닉 미디어는 네트워크다 You! Purchase! !! Review! Sell! Seller! 아마존의 저자, 판매자, 구매자, 제품 등의 네트워크 Me! 11/08/2013 Organic Media Lab, 2013! © Agnès Jiyoung Yun, Organic Media Lab, 2013
  18. 18. 1. 판매자(Seller)의 참여 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  19. 19. 2. 구매자(Buyer)의 참여 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  20. 20. 3. 협력자(Associate)의 참여 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  21. 21. 오가닉 미디어는 유기적이다 참여자의 활동에 따라 네트워크가 진화 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  22. 22. 아마존의 사용자 네트워크 User%Network%of%Amazon% 2% !% 1% !% A" D" 6% 7% !% C" 5% !% F% 3% B" 9% 4% 10% Organic Media Lab, 2013! 11/08/2013 E% © Agnès Jiyoung Yun, Organic Media Lab, 2013
  23. 23. 아마존의 콘텐츠 네트워크 Content&Network&of&Amazon& 2" 1" A& D& 6" 7" C& 5" F& 3& B& 9& 4& 10& Organic Media Lab, 2013! 11/08/2013 E& © Agnès Jiyoung Yun, Organic Media Lab, 2013
  24. 24. 아마존 사례 시사점 • 참여자간의 소셜 네트워크 • 사용자와 제품간의 매개(Medation) 네트워크 • 사용자 행동에 따라 네트워크가 진화 • 네트워크에 기반한 연결(Connection) 비즈니스 모델 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  25. 25. Internet Market as Organic Media Market 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  26. 26. 콘텐츠 산업의 미래? 미디어 산업의 미래? 유통 비즈니스의 미래? 인터넷 비즈니스의 미래? 모든 비즈니스의 미래? Reformulation of Questions 오가닉 미디어 시장의 미래 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  27. 27. 오가닉 미디어 시장의 질서 • 진화하지 않으면 죽는다 • 끝이 곧 시작이다 (가치가 만들어지는 과정) • 비즈니스(네트워크)의 경계가 없다 • 네트워크가 가치사슬을 대체한다 • 모든 관계가 양방향이다 (사업자의 역할변화) 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  28. 28. 오가닉 미디어의 전략 !! Strategy! Physical Space based! Network based! 타겟(Target)! 대중(Mass)! 개인(Individual)! 과정(Process)! 모으다(Aggregate)! 참여하다(Engage)! 목표(Objective)! 도달하다(Reach) ! 연결하다(Mediate)! Organic Media Lab, 2013! 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  29. 29. • 어떻게 1등을 (유지)할 것인가? • 고객을 어떻게 Lock-in 시킬 것인가? • 무엇을 얼마에 팔 것인가? • 고객이 몇 명인가? Reformulation of Objectives • 성장을 멈추지 않기 위해 이 순간 무엇을 하고 있는가? • 고객(콘텐츠)이(가) 지금 고립되어 있지 않은가? • 무엇을 어떻게 연결할 것인가? • 어떤 고객이 어떤 매개 활동을 하고 있는가? 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  30. 30. Recommended Readings • 오가닉 미디어, http://organicmedia.pressbooks.com! • 아마존은 왜 소셜 미디어인가?
 http://organicmedialab.com/2013/07/05/why-amazon-is-social-media/ ! • 컨텍스트에 답이 있다, http://organicmedialab.com/2013/05/09/contexthas-the-answer/! • 미디어의 3가지 구성요소, http://organicmedialab.com/2013/03/21/3components-of-media/! • 네트워크의 4가지 속성, http://organicmedialab.com/2013/09/02/4characteristics-of-network/! • 연결된 시장과 스마트 경제,
 http://organicmedialab.com/2013/01/21/connected-marketplace/ ! • 스마트 경제와 네트워크 비즈니스, http://networkbusiness.pressbooks.com 11/08/2013 © Agnès Jiyoung Yun, Organic Media Lab, 2013
  31. 31. Any Questions? ! email: yun@organicmedialab.com Blog: organicmedialab.com Facebook: yun.agnes Twitter: agnesyun

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