1. (@npool)
1

2. :
/ ,
21 (2000-2006)
www.offbeat.co.kr (Social Media Marketing Agency)
: www.berlinlog.com
2

3. 3

4. Q1. Why to Use facebook for Business
3

5. Q1. Why to Use facebook for Business
A1. Power Shift: Networked Consumer
3

6. Q1. Why to Use facebook for Business
A1. Power Shift: Networked Consumer
Q2. How to Use facebook for Business
3

7. Q1. Why to Use facebook for Business
A1. Power Shift: Networked Consumer
Q2. How to Use facebook for Business
A2. Resonance Point
3

8. 1
4

9. Q1.
Why to Use
facebook
for Business
5

10. 6

11. 7

12. 8

13. 9

14. 9

15. 9

16. 10

17. 10

18. 11

19. 11

20. : 1 4900
70%
12

21. : 2800
68%
13

22. : 2100
65%
14

23. : 950
66%
15

24. 16

25. 16

26. 17

27. 17

28. 18

29. ?
19

30. (SNS)?
20

31. SNS
21

32. ?
: http://www.allfacebook.com/google-facebook-photos-2010-09
22

33. 1. FarmVille & CityVille
23

34. 2. Photos
24

35. 3. Videos
25

36. Contents!
26

37. Social Contents!
Social Experience!
27

38. =
!
28

39. ?
29

40. 1. :
30

41. 2. :
31

42. :
1.
2. Page
3.
32

43. 33

44. ?
34

45. &
35

46. ?
36

47. 1.
?
37

48. !
38

49. =
39

50. Gatekeeping
40

51. Content
Content
41

52. 2.
42

53. Coke’s “Fans First” Approach in Social
Communities
Michael Donnelly
Group Director, Worldwide Interactive Marketing

54. 44

55. !
45

56. turn around:
networked consumer !
46

57. networked consumer
3
47

58. 1.
(network density)
48

59. 1-1. network density
between
people
49

60. 1-2. network density
between
people and objects
50

61. e.g.
Social Graph (Facebook)
51

62. 52

63. 52

64. Object
=
Node
53

65. Coca-Cola page
fans: 22 288 627 (2011 2 9 )
54

66. Network Density
=
Link Density
55

67. 2.
56

68. 57

69. 58

70. =
digital resident in the network
=
networked consumer
=
59

71. :
,
60

72. / ( )
→( )
→( )
/ ( )
61

73. 1987
62

74. 2009
=
63

75. ‘ ’ ,
64

76. 65

77. Flashmob
66

78. , (Sylt)
67

79. 2009
(SNS)
:
5000 ‘ ’
68

80. 69

81. 2009 10 21
/
/
⇓
,
⇓
2009 11 23
70

82. 71

83. 72

84. KitKat
73

85. Give rainforests a break
74

86. 2010 3 17
“Have a break?”
75

87. 76

88. 1. 17 ,
2. 17 , (
: 79 )
3. 18
4. 18 ,“
”
77

89. 78

90. 3.
79

91. :
RSS Feed, RT, Like, Follow,
etc.
80

92. 81

93. !
82

94. Networked Consumer
:
83

95. ?!
84

96. 1.
2.
3.
85

97. !
!!
86

98. 87

99. 88

100. (linear)
89

101. (nonlinearity)
90

102. ‘ ’
⇓
‘ ’
91

103. 92

104. / ‘ ’
⇓
‘ ’
93

105. 94

106. HOW!!!
95

107. 2
96

108. Q2.
How to Use
facebook
for Business
97

109. A 2-1.
Resonance-Point
98

110. 2010 1 27 , iPad on Twitter
99

111. 2010 1 27 , iPad on Twitter
99

112. 2010 1 27 , iPad on Twitter
99

113. :
,
,
,
!!!
100

114. / (resonance)
(swing)
101

115. Resonance-Point
=
possibility to Swing at any time
102

116. Networked Consumer
=
ready to act
103

117. :
Resonance Point
?
104

118. ,
resonance-point
!!!!
105

119. !!!
106

120. Facebook
Fanpage / Brandpage
107

121. ?
108

122. :
2 !
109

123. 2 ?
110

124. !
111

125. ,
1 ,
resonance-point
112

126. 113

127. 1
,
,
114

128. :
Old Spice &
Mustafa
: http://www.berlinlog.com/?p=335
115

129. 116

130. 116

131. 116

132. 117

133. 117

134. 117

135. 1
118

136. 1
119

137. !
120

138. Social Media Monitoring,
Social Media Analytics,
Sentiment Analysis,
etc.
121

139. 122

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. Positive
Conversation “Biggest General
Fan”
Tones Other Coke
Products
Comments
Advertising
Ideas/
Suggestions
Consumption
Habits/
Addicted
Low Availability
High
Post Post
Volum Volum
e e
Negative Conversation Tones
123

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 Post
Volum Volum
e e
Negative Conversation Tones
123

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 IT'S AT YA'LL!!!! :)”
Addicted
Low Availability
High
Post Post
Volum Volum
e e
Negative Conversation Tones
123

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 IT'S AT YA'LL!!!! :)”
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. 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 IT'S AT YA'LL!!!! :)”
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. 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 IT'S AT YA'LL!!!! :)”
Addicted
Low Availability
High
Post “i am the # 1 fan. just ask anyone who knows me.”Post
Volum Volum
“I adore cola! I can drink it every day :D”
e e
Negative Conversation Tones
123

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 IT'S AT YA'LL!!!! :)”
Addicted
Low Availability
High
Post “i am the # 1 fan. just ask anyone who knows me.”Post
Volum 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. 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 IT'S AT YA'LL!!!! :)”
Addicted
Low Availability
High
Post “i am the # 1 fan. just ask anyone who knows me.”Post
Volum 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. 124

150. 125

151. A 2-2.
targeting the base of the pyramid
126

152. striving to give
the most disadvantaged and
marginalized
a voice!
127

153. 128

154. 128

155. A 2-3.
Offbeat’s 7 C
129

156. 130

157. 131

158. 1. =
132

159. ?
?
133

160. 2.
?
134

161. ?
‘ ’ ?
135

162. ?
?
?
?
?
136

163. 137

164. Owned Content
=
Story-Curation
not to buy other blogger contents
138

165. !
139

166. 140

167. Contact
=
Touchpoint
141

168. Rosonance-Point
142

169. 143

170. Influencer
144

171. 145

172. 146

173. ,
,
147

174. 148

175. !
149

176. ,
!
150

177. ,
,
151

178. ,
,
?
152

179. 153

180. Call to Action:
Fan, Friend, Follower,
Like, Subscription, etc.
154

181. ?
155

182. 1. Resonance-Point
2. Commitment
156

183. 157

184. :
Key Performance Indicators
(KPI)
ROI
158

185. !
159