1. 2010 12 10

2. 2010 12 10

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

4. 2010 12 10

5. 2010 12 10

6. 2010 12 10

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

8. 2010 12 10

9. CheckFacebook.com 2010/8
2010 12 10

10. 2010 12 10

11. 2010 12 10

12. 2010 12 10

13. 2010 12 10

14. 2010 12 10

15. 2010 12 10

16. MY IDEA IS
GREAT!!
Mass media
2010 12 10

17. MY IDEA IS I like his idea!
GREAT!! What do you think?
Mass media Social media
2010 12 10

18. MY IDEA IS I like his idea!
GREAT!! What do you think?
Mass media Social media
2010 12 10

19. 2010 12 10

20. 2010 12 10

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

22. 2010 12 10

23. 2010 12 10

24. 2010 12 10

25. 2010 12 10

26. Toru Saito http://www.amazon.co.jp/dp/4900790052/
Lady Gaga
Takeshi Kato
2010 12 10

27. 2010 12 10

28. e
2010 12 10

29. 2010 12 10

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32. 2010 12 10

33. 2010 12 10

34. 2010 12 10

35. 2010 12 10

36. 2010 12 10

37. 2010 12 10

38. 2010 12 10

39. 2010 12 10

40. 2010 12 10

41. ☓
☓
☓
☓
2010 12 10

42. ☓
☓
☓
☓
2010 12 10

43. ☓
☓
☓
☓
2010 12 10

44. 2010 12 10

45. 2010 12 10

46. 2010 12 10

47. 2010 12 10

48. 2010 12 10

49. 2010 12 10

50. 2010 12 10

51. 2010 12 10

52. 2010 12 10

53. 2010 12 10

54. 2010 12 10

55. 2010 12 10

56. 2010 12 10

57. 2010 12 10

58. 2010 12 10

59. Learn → Feel → Buy Feel → Learn → Buy
Buy → Learn → Feel Buy → Feel → Learn
2010 12 10

60. 2010 12 10

61. 2010 12 10

62. 2010 12 10

63. 2010 12 10

64. 2010 12 10

65. 2010 12 10

66. 2010 12 10

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

68. http://www.zappos.com
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

70. 2010 12 10

71. 2010 12 10

72. 2010 12 10

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