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2010   12   10
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The Time
                     They Are a Changing ...




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30%
                                                  2009/11        2010/11

                              24%
                 20%

                       17%



                 10%

                                           6.4%
                                                                 5.3%
                                    3.4%                4.1%

                 0%
                        Facebook      YouTube               Google




2010   12   10
2010   12   10
CheckFacebook.com 2010/8




2010   12   10
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MY IDEA IS
                           GREAT!!




                 Mass media




2010   12   10
MY IDEA IS             I like his idea!
                           GREAT!!              What do you think?




                 Mass media            Social media




2010   12   10
MY IDEA IS             I like his idea!
                           GREAT!!              What do you think?




                 Mass media            Social media




2010   12   10
2010   12   10
2010   12   10
3

                                Friends
                                 Family
                 Online product reviews
                     Product web sites
                     Discussion forums
                        Search engines
                            SNS
                     Social media sites
                                    TV
                                    TV
                         News sources
                    Influential bloggers
                     None of the above
                        Unknown peers
                                           0%   10%   20%   30%   40%   50%   60%   70%


                                                                                          8
2010   12   10
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Toru Saito   http://www.amazon.co.jp/dp/4900790052/




   Lady Gaga




  Takeshi Kato




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e




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☓
                 ☓
                 ☓
                 ☓




2010   12   10
☓
                 ☓
                 ☓
                 ☓




2010   12   10
☓
                 ☓
                 ☓
                 ☓




2010   12   10
2010   12   10
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2010   12   10
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2010   12   10
Learn → Feel → Buy   Feel → Learn → Buy




                 Buy → Learn → Feel   Buy → Feel → Learn




2010   12   10
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100%         95%         94%                                                               94%                                                     250
                                                                                                88%
                                                      82%       80%                                                                   82%
                                                                                                                                               76%
                  75%                                                                                                                                               188
                                                                                                                           65%
                                                                                                                                                        61%


                  50%                                                                                                                                               125

                                                                              31%

                  25%                                                                                                                                                63




                    0%                                                                                                                                                   0
                            WholeFoods Zappos         Woot      JetBlue         Dell          Threadless     Etsy      Starbucks Southwest Groupon       Pepsi



                              WholeFoods Zappos         Woot        JetBlue            Dell        Threadless       Etsy        Starbucks Southwest Groupon      Pepsi

                 Twitter
                           1,834,533 1,757,453 1,622,227 1,596,404 1,570,437 1,561,636 1,291,025 1,143,668 1,063,282                                 13,218      48,079
                 Followers

                 Tweets              43          35            50          41                 51            33             34         48        28       37         249

                 Positive           95%         94%          82%          80%            31%               88%        94%            65%      82%       76%         61%

                                                                                                                                            by Tweetfeel on 2010/11/29



2010   12   10
http://www.zappos.com




2010   12   10
600,000                                                                                                                2,000,000
                                                                                    522,802


                 450,000                                                                                                                1,500,000




                 300,000                                                                                                                1,000,000




                 150,000                                                                                                                 500,000


                                                                                                                 32,167 25,712
                            2,675 1,823 2,172 1,171 1,738 10,246                               5,228      477
                      0                                                                                                                           0
                           WholeFoods Zappos    Woot     JetBlue   Dell    Threadless   Etsy   Starbucks Southwest Groupon   Pepsi



                            WholeFoods Zappos     Woot       JetBlue      Dell    Threadless   Etsy    Starbucks Southwest Groupon        Pepsi

                 Twitter
                           1,834,533 1,757,453 1,622,227 1,596,404 1,570,437 1,561,636 1,291,025 1,143,668 1,063,282           13,218      48,079
                 Followers
                 Incommin
                               2,675     1,823     2,172     1,171     1,738    10,246 522,802       5,228       477           32,167      25,712
                 g Link

                                                                                                                    by Backtweets on 2010/11/29




2010   12   10
2010   12   10
2010   12   10
2010   12   10
:   @toru_saito
                 :       in the looop




2010   12   10

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変化する企業と生活者のソーシャルコミュニケーションVer1.0

  • 1. 2010 12 10
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  • 7. 30% 2009/11 2010/11 24% 20% 17% 10% 6.4% 5.3% 3.4% 4.1% 0% Facebook YouTube Google 2010 12 10
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  • 21. 3 Friends Family Online product reviews Product web sites Discussion forums Search engines SNS Social media sites TV TV News sources Influential bloggers None of the above Unknown peers 0% 10% 20% 30% 40% 50% 60% 70% 8 2010 12 10
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  • 59. Learn → Feel → Buy Feel → Learn → Buy Buy → Learn → Feel Buy → Feel → Learn 2010 12 10
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  • 67. 100% 95% 94% 94% 250 88% 82% 80% 82% 76% 75% 188 65% 61% 50% 125 31% 25% 63 0% 0 WholeFoods Zappos Woot JetBlue Dell Threadless Etsy Starbucks Southwest Groupon Pepsi WholeFoods Zappos Woot JetBlue Dell Threadless Etsy Starbucks Southwest Groupon Pepsi Twitter 1,834,533 1,757,453 1,622,227 1,596,404 1,570,437 1,561,636 1,291,025 1,143,668 1,063,282 13,218 48,079 Followers Tweets 43 35 50 41 51 33 34 48 28 37 249 Positive 95% 94% 82% 80% 31% 88% 94% 65% 82% 76% 61% by Tweetfeel on 2010/11/29 2010 12 10
  • 69. 600,000 2,000,000 522,802 450,000 1,500,000 300,000 1,000,000 150,000 500,000 32,167 25,712 2,675 1,823 2,172 1,171 1,738 10,246 5,228 477 0 0 WholeFoods Zappos Woot JetBlue Dell Threadless Etsy Starbucks Southwest Groupon Pepsi WholeFoods Zappos Woot JetBlue Dell Threadless Etsy Starbucks Southwest Groupon Pepsi Twitter 1,834,533 1,757,453 1,622,227 1,596,404 1,570,437 1,561,636 1,291,025 1,143,668 1,063,282 13,218 48,079 Followers Incommin 2,675 1,823 2,172 1,171 1,738 10,246 522,802 5,228 477 32,167 25,712 g Link by Backtweets on 2010/11/29 2010 12 10
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  • 73. : @toru_saito : in the looop 2010 12 10