1 소셜미디어 구글코리아 염동훈
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1 소셜미디어 구글코리아 염동훈TRANSCRIPT
Google Confidential and Proprietary 1
Social Media: Connected Consumption
염동훈Strategic Partner Developer ManagerGoogle Inc.
25 June 2008
Google Confidential and Proprietary 2
“Using technology to socially interact within communities using words, pictures, videos, and audio to tell/share stories”
Adapted from Wikipedia
Social Media Definition
Google Confidential and Proprietary 3
Social Media Technologies
Wiki
Social Networking
Blogs
Internet Forums
Video Sharing
Photo Sharing
Podcasting
Google Confidential and Proprietary 4
Social Media Brands
Google Confidential and Proprietary 5
“Fundamental shift has taken place in all of our lives about what it means to communicate in the 21st Century"
BusinessWeek June 2, 2008 “Beyond Blogs”
Evolution of Social Communications
Google Confidential and Proprietary 6
“We have moved from an individual consumption experience to a connected consumption experience“
Connected Consumption
Instant “water cooler” experience
Google Confidential and Proprietary 7
Social Media Impact
Users
Service Providers
Publishers
Advertisers
Google Confidential and Proprietary 8
Social Media Impact - Users
Social Capital
Google Confidential and Proprietary 9
Social Media Impact - SP
Google Confidential and Proprietary 10
Social Media Impact - Companies
Fragmented Media
Social Advertising
Google Confidential and Proprietary 11
Fragmented Media
Google Confidential and Proprietary 12
Embracing Social Media
Google Confidential and Proprietary 13
“The rapidly changing tech landscape makes it efficient and easier than ever before to listen, learn and connect with customers. The emergence of social media is a tremendous opportunity to bring the "outside" in to your company.”
Global Neighbourhoods: SAP Global Survey: Michael Dell
Embracing Social Media
Google Confidential and Proprietary 14
Direct2Dell – Blogging
Google Confidential and Proprietary 15
Twitter – micro-blogging
Google Confidential and Proprietary 16
StudioDell - Videos
Google Confidential and Proprietary 17
“Advertising is not anymore just about content distribution. It is about people, connections, and social networks.”
Xtract: Social Advertising Intelligence White Paper
Social Advertising
Google Confidential and Proprietary 18
Shift in Advertising
Static Advertising
Dynamic Advertising
Google Confidential and Proprietary 19
Social Media Flow
Targeting your message
How do you seed your message?
Who will be your messengers?
How can you make your message
more distributable?
Google Confidential and Proprietary 20
Measurement is Everything
Engagement IndexMeasuring the value of the message
Influence IndexMeasuring the value of the messenger
Google Confidential and Proprietary 21
New Attributes to Measure
How engaged were people with my brand?
SHARED
SUBSCRIBED
EMBEDDED
EMAILED
FAVORITED
COMMENTED
UPLOADED
Google Confidential and Proprietary 22
Next Pagerank?
Friendrank?Measuring the importance of friends in my network
Google PagerankMeasuring the importance of webpages
Google Confidential and Proprietary 23
How many Social Networks?
Let’s try not to create any more networks
Metcalfe’s Law – n2
Add value on top of the networks
Google Confidential and Proprietary 24
Developer
Google Confidential and Proprietary 25
No Boundaries With OpenSocial
Users
AdvertisersContent Owners
Application Developers
→Distribute → Reach→ EngageCreate
Google Confidential and Proprietary 26
Making People Lives Better
Productivity Value
Entertainment Value
Social Value
Perceived Value increases when
there is no cost – Free Service
Google Confidential and Proprietary 27
Thank You
염동훈 ([email protected])Strategic Partner Development ManagerGoogle Inc.
25 June 2008