2. What is social media?
“Social media
is people having
conversations online.”
“
”
Reference: Harish Dabasia

4. •
•
•
•

5. Facebook

8. ( : ) mixi Twitter Facebook
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
6 7 8 9 10 11 12 1 2 3 4 5

10. 3,000
Reference: Socialmedia by Veronica Peng

11. 99.9%
1998 1999 2000 2001 2002 2003 2004 2005

12. 90%
70%
70%
62%
61%
59%
55%
41%
33%
0% 20% 40% 60% 80% 100%
The Nielsen Company in Jul. 2009
Global Online Consumer Survey of over 25,000

13. from Flickr Criative Commons, Oscar Berg, www.thecontenteconomy.com

14. from Flickr Criative Commons, Oscar Berg, www.thecontenteconomy.com

15. “Brands Speak with not consumers, but human.” by Leo Burnett
CANNES LIONS INTERNATIONAL
2010 Advertising Festival → 2011 Festibal of Creativity

21. 61%
52%
48%
39%
34%
30%
29%
27%
0% 10% 20% 30% 40% 50% 60% 70%

24. Background Music :

29. 2001 9
■
80

30. 2559
400

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36. e

42. to SO LO MO
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SO LO MO
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48. 1.
Solar Winds
25
2.
3.
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50. 1.
10 200
500 300
2.
Twitter 2
3.

60. 2008/12/20

61. 2008/7/14
2008/12/20

65. King's
Dilemma
from Flickr Criative Commons, by oknovokght

68. PDCA

69. STEP1

70. ( )
1. Grand Design ( )
2. Plan
3. Do Facebook ( )
( )
( )
( )
4. See&Action ( )
5. Educatin

71. STEP2
SS Hub & Spoke

72. STEP3

73. STEP4
140 7,000
ALTIMETER: (2011/2/10)
:
:
:

74. STEP4
ALTIMETER: (2011/2/10)

75. STEP5-1

76. STEP5-2
American Express CMO - John Haze
1.
2. Facebook Ads
3.

77. STEP5-2

78. STEP5-2
LTV LRV
LRV = Life Referral Value

79. ( ) NPS

80. ( )
(Detainee) (Angel Candidates) (Angel)
(Insurgent) Nutral (Missionaries)
0 6 7, 8 9, 10
Net Promoter Score

81. STEP6

82. by Forrester
5 1
Forrester 1000 95

84. 2005 8
12 CEO

85. 2006 11 My Space
400
Blog, Flickr,YouTube, Facebook, Twitter

86. 700

87. CEO 2010 1
Facebook Twitter 3 1000

88. Facebook ( 30 )
Twitter ( 38 ) YouTube ( 558 ) Flickr ( 2417 )

89. © 2010 Altimeter Group
© 2010 Altimeter Group
Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875

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126. N-Academy (NTT ) 0570-09-1172

127. Socialmedia Dynamics
⽴立立 ⽉月
⻫斉 1
⾦金金
⽤用
⽇日
⽇日⽴立立
⽇日
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128. : @toru_saito
: in the looop