1. resonance point
(@npool)
2011 3 8
1

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

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

4. 1
4

5. Q1.
Why to Use
facebook
for Business
5

6. 6

7. : 1 4900
70%
7

8. : 2800
68%
8

9. : 2100
65%
9

10. : 950
66%
10

11. 11

12. 12

13. 13

14. 14

15. ?
15

16. (SNS)?
16

17. SNS
17

18. ?
: http://www.allfacebook.com/google-facebook-photos-2010-09
18

19. 1. FarmVille & CityVille
19

20. 2. Photos
20

21. 3. Videos
21

22. Contents!
22

23. Social Contents!
Social Experience!
23

24. =
!
24

25. ?
25

26. 1. :
26

27. 2. :
27

28. 28

29. Group A:
29

30. Group B:
http://www.facebook.com/apps/directory.php
2 !
30

31. Group B:
Social Plugins
250 !
31

32. Group B:
(Brand) Pages
32

33. 33

34. Group B:
F-Commerce
34

35. www.sellaround.net
35

36. ⇓
36

37. ?
37

38. &
38

39. ?
39

40. 1.
?
40

41. !
41

42. =
42

43. Gatekeeping
43

44. Content
Content
44

45. 2.
45

46. Cokeʼs “Fans First” Approach in Social
Communities
Michael Donnelly
Group Director, Worldwide Interactive Marketing
46

47. 47

48. !
48

49. turn around:
networked consumer !
49

50. networked consumer
3
50

51. 1.
(network density)
51

52. 1-1. network density
between
people
52

53. 1-2. network density
between
people and objects
53

54. e.g.
Social Graph (Facebook)
54

55. 55

56. Object
=
Node
56

57. Coca-Cola page
fans: 22 288 627 (2011 2 9 )
57

58. Network Density
=
Link Density
58

59. 2.
59

60. 60

61. 61

62. =
digital resident in the network
=
networked consumer
=
social consumer
62

63. :
,
63

64. / ( )
→( )
→( )
/ ( )
64

65. 1987
65

66. 2009
=
66

67. ʻ ʼ ,
67

68. 68

69. Flashmob
69

70. , (Sylt)
70

71. 2009
(SNS)
:
5000 ʻ ʼ
71

72. 72

73. 2009 10 21
/
/
⇓
,
⇓
2009 11 23
98
73

74. 74

75. 75

76. KitKat
76

77. Give rainforests a break
77

78. 2010 3 17
“Have a break?”
78

79. 79

80. 1. 17 ,
2. 17 , (
: 79 )
3. 18
4. 18 ,“
”
5. 18 , !
80

81. 81

82. 3.
82

83. :
RSS Feed, RT, Like, Follow,
etc.
83

84. 84

85. !
85

86. Networked Consumer
:
86

87. ?!
87

88. 1.
2.
3.
88

89. !
!!
89

90. 90

91. 91

92. (linear)
92

93. (nonlinearity)
93

94. ʻ ʼ
⇓
ʻ ʼ
94

95. 95

96. / ʻ ʼ
⇓
ʻ ʼ
96

97. 97

98. HOW!!!
98

99. 2
99

100. Q2.
How to Use
facebook
for Business
100

101. A 2-1.
Resonance-Point
101

102. 2010 1 27 , iPad on Twitter
102

103. :
,
,
,
!!!
103

104. / (resonance)
(swing)
104

105. Resonance-Point
=
possibility to Swing at any time
105

106. Networked Consumer
=
ready to act
106

107. :
Resonance Point
?
107

108. ,
resonance-point
!!!!
108

109. !!!
109

110. Facebook
Fanpage / Brandpage
110

111. ?
111

112. :
2 !
112

113. 2 ?
113

114. !
114

115. ,
1 ,
resonance-point
115

116. 116

117. 1
,
,
117

118. :
Old Spice &
Mustafa
: http://www.berlinlog.com/?p=335
118

119. 119

120. 120

121. 1
121

122. 1
122

123. !
123

124. Social Media Monitoring,
Social Media Analytics,
Sentiment Analysis,
etc.
124

125. 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
125

126. 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
126

127. 127

128. 128

129. A 2-2.
targeting the base of the pyramid
129

130. striving to give
the most disadvantaged and
marginalized
a voice!
130

131. 131

132. !
132