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30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)22011.05.21MBA Report Competition Analysis Part: 1?

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)3Speaker Introduction1st.Semester2nd. Semester3rd.Semester4th. Semester2009. 2??2010. 1??2010. 2??2011. 1????????????MIS?????????????????????????????????? ?????????????????? ???(SMM)???????CRM??? ????????? ????

??? ??? ?? ????(???, ???? ?)? ???? ?? ?? ????? ?? ???? ???? ?? ?????? ??? ???? ??. ??? ?? ???? ??? ?? ????? ?????? ??? ???? ‘? ??? ??’? ?????.30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)4Competition SubjectSocial Media isBuzz Word?Not Organized, Not ControlledSocial Media? ??? ???? Tool? ??? ????

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)5Executive Summary 1/3???? 3.5G??? ??? 4G??? ???? ?? Mobile Device(Smart Phone ??)?? ???? ???? ???, ??? ??? ?? ?? ①????? ??? ?? ??? ??? ????? ???②?? ????? ??? ?? ???? ??? ???? ??? ???? ??.? Report? New Generation(??? ?? ??)? ?? ???? ??? Focus? ??? ??? ???.?? ???????(Social Network Service, ?? SNS? ??) ?????? ????? ??? ???? ??? ??? ? ?? ?? Business Model? ???.???? ???? ?? ??? ??? ??? ??? ???? ????? ????. ????? ???? ???? ???? ????? ??? ?? Fixed Cost? ????, SNS? ???? ?? ???? ???? ?????? ?? ??????. SNS ?? ? ???? ??? Twitter? ?? ? ????? ?? ???? ???? ??, ???? ?? SNS??, ???? ?? ???? 2010??? ?? ??? ???? ?? ?? BM? ??? ??.??? SNS?? 4G? ??? Mobile Device? ???? ???? ?? ???? ??? ?? ??? ???? ????? ?? ???? Facebook, Twitter, Youtube? ?? Worldwide SNS?? ???? ????, ????? Platform? ?? ???? ????? ??? ??? ??? ???. (Cyworld? ?? Domestic Service?)????,???? ??? ?? ???? SNS? Moblie Device? ???? ?????? ?? ??? ?????SNS? Commerce? ??? M-Commerce? ?????.? ?, LBS(?? ?? ???)? NFC(??? ?? ??)? ??? Mobile Commerce? ?? Commerce? Paradigm???? ?????, Commerce 3.0? ??? ??? ? ?? ???.

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)6Executive Summary 2/3Market1.0Market 2.0Market 3.0Business1.0Business 2.0Business 3.0DivisionParadigmShift?? ????? ???? ????? ????? ????? ??CoreConcept?? ??????????? ??????????, ??, ???Goal?? ?????? ? ??? ?? ?? ???Catch-upBusinessCreatingBusinessCommerce 2.0(E-Commerce)Commerce 3.0(Smart Commerce)REAL Shopping?? ????Commerce1.0??????WEB 2.0 ??Smart PhoneSocial Media ??Platform,???????? ??, ???? ??Social media,?? ??Real Time,O2O Cross ??RelationSmart Phone(GPS,???)Long-tail, Push?? ???,PullSocial ShoppingEachMarketingApplication(AR, QR??)AnytimeAnywhereSocial media Platform(ex. Facebook, Twitter)???, ??????,???????? ??,?? ???????Wi-fi Zone ??3G ??????On-lineOn-line + Off-line????,Cross ????Local??? ??

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)7Executive Summary 3/31. Smart Phone? Social Media? ??? ???? ??? ?? Smart Phone?? ?? ???? ????? ?? ??? ?? ?? ????, ?? ????? ???? ?? ???? ???? ?? ??? ???? ??

E-???????? ??, ???? ???? Commerce 2.0? ??? ?????, ??????? ??? ??? ??? ???????? ??, ????? ???? Commerce 3.0? ??? ??? ??

??? ???? ?? ?? ?????? ??? ? ??? ??? ?? ‘09? 1,500? -> ‘15? 2.65? ??? E-??? ??? 8%? ??? ??? ??? (※’15? E-???33??, ???? ?????328?)2. Smart Commerce? ??? ?? ??? ?? , ?? ??? ?? , ???? ????? ??? ????? “REAL ??”?? ??? ????? ??? ???? ???? ?? ??? ????? ??, ?????????? ?? ???? ?? ?? ??? ????, ????? ????? ???? ??? ??? ??? ???? ?? Viral Marketing? ??? ??

??? ??? ??? Context? ??? ??? ???? ????, ????? ?? ???? ?? ??? ?? ??? ???? ???? ??? ????? ??? ??? ?? ??? Target ?? ? ?? ???? ??? ??????? ????? ???+?????? ???? ?,????? ???? O2O Cross ??? ?????, ????? ???? ??? ???(??/?? ?)? ??? ????? ? ??? ??? ?? ? ??3. Smart Commerce??? ???? “REAL ??”Trend? ??? ??? ?? ???? ???, ??, ??, ?? ??? ???? MobileUX? ???? ?????? ??? Real ?? ??? ???? ???? ??? ? ??

??? ???? ?? ???? ????? ?? ??? ??? ???? Local & Social ??? Commerce Platform ??? ??? ? ??? ???

?, ????? ??? ??? ?? ?? ??? ? N-Screen ?? ???? ?? ???? ??? ?? (Mobile ? Television ? Internet Commerce ??)30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)KEY WordsBandwagon effectProsumingReal ConnectionQRcodeF-CommerceM-CommerceT.G.I.FROImNSCBusiness Model WarLBSViralO2OLong TailNFCSmart PhoneConvergenceSocial WEB[??? ??] http://www.facebook.com/#!/photo.php?fbid=10150150649036729&set=a.376995711728.190761.20531316728&theater8

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)91. Mobile Network? ??2. Social Network Service3. Major SNS4. Social Commerce5. Social Commerce Company Analysis6. Mobile Advertising7. Commerce 3.08.?? ????9. Change of Environment10. Brainstorming & Result Deduction

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)10Chapter 1.Mobile Network? ??1-1. Mobile Network Development1-2. 4G Evolution Road-map1-3. ???? ??? ??? ??1-4. Difference between 3G and 4G1-5. 4G Speed

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)111. Mobile Network? ??1-1. Mobile Network DevelopmentHigh Speed Mobile Multimedia Services19952000200520104GIMT-2000 EnhancementsHigh2Mbps <3.5GIMT-2000 Services64 k ~ 384 kbps,2 Mbps (indoor)3GCellular / PCS9.6 k ~ 64 kbps2G / 2.5G5 GHzW-LAN< 300 bps***Mobility100M-1GbpsHot SpotMobility Service-oriented2.4 GHzW-LAN*BroadbandWLLDataService-orientedWLL**LowLowHighTransmission Speed*W-LAN : Wireless Local Area Network **WLL : Wireless local loop *** bps(bit per second) : ?? ???(?????? ???? ???? ??)(Voice)(Data)(Image/Graphic)(Moving Picture/DTV)(High Quality Video Streaming)

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)121. Mobile Network? ??1-2. 4G Evolution Road-map19952000200520072011(HSDPA)(HSUPA)4GWCDMA 3(2.3/2.3)MbpsWCDMA 5(14.4/2.3)MbpsWCDMA 6(14.4/5.8)MbpsWCDMA 7/830~100MbpsPDC28.8Kbps????(???)GSM10KbpsGPRS171KbpsEDGE474KbpsWibro20MbpsWibrophaseⅡ30~50 Mbps1G2G3G3.1 ~ 3.9G2.5G???(???)CDMA2000 EV-DO A(3.1/1.8)MbpsCDMA2000 EV-DO 0(2.4M/153K)bpsCDMA2000 1X144KbpsCDMA2000 EV-DO B3.1MbpsCDMA(IS-95B)56KbpsCDMA 2000 1X EV-DV(3.1/1.8)MbpsCDMA(IS-95A)14.4Kbps

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)131. Mobile Network? ??1-3. ???? ??? ??(Generation)? ??1G2G3G4GAMPSCDMAIMT-2000BeyondIMT-200037 ↑104 ↑3,900 ↑

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)141. Mobile Network? ??1-4. Difference between 3G and 4G

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)151. Mobile Network? ??1-5. 4G Speed4??(4G) ?????Speed ???? ?? 1Gbps, ?? 100Mbps ??? ??? ???? ?

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)16Chapter 2.Social Network Service2-1. Social Network Service? ??2-2. ??? Social Media Service2-3. Social Media Landscape (1~2)2-4. Social Media Definition (1~2)2-5. Social Media? ?? ? ?? ?? (1~4)2-6. Social Network ???? ?? (1~4)2-7. The world map of social networks2-8. TGIF vs. mNSC (1~2)2-9. On-line ??? ???? ? ????2-10. Social Media ??? ?? ?? (1~3)2-11. Social Site? ??? ????? ?? ??2-12. In 60 Seconds…

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)172. Social Network Service2-1. Social Network Service? ??Open(Social) API3rd. PartiesSocial InteractionPhoto, Music, Movie, Articles,Blogs, News, Small-Talk, Etc.Discovery / SearchObjectFanFriendsRelation(Network)ProfileMe

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)182. Social Media Service2-2. ??? Social Media ServiceComment& ReputationSocialBookmarksCrowdsourcedContentPicturesLivecasting-Video & AudioBlog PlatformsBlogs/ConversationsWikiBlog CommunitiesMusicThe ConversationThe ConversationThe Art of listening,Learning & SharingMicromediaEventsLifestreamsDocumentsSpecific to TwitterSMS/VoiceVideo AggregationSocial NetworksVideoNiche NetworksLocation?? : Brian Solis and JESS3CustomerService Networks

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)2. Social Media Service2-3. Social Media Landscape (1)GOOD!OK.BAD!19

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)202. Social Media Service2-3. Social Media Landscape (2)Social Media Landscape in June 2008Social Media Landscape in January 2011Next Landscape ???Social Media Landscape in April 2009

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)212. Social Media Service2-4. Social Media Definition (1)Another Definition….Participatory Online Media where users can shareTechnology & Platforms that facilitateConversationNewsCustomerRelationshipSharingPodcastsPhotosVideosConnectionsInfluence

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)222. Social Media Service2-4. Social Media Definition (2)Social Media vs. Traditional MediaSocial MediaTraditional MediaMarketResearchContinuous, detailed feedback from customers using online communitiesServes of focus groups conducted infrequently with limited customersNew ProductDevelopmentCustomers contributing new product ideas to brand team on regular basisNew Products created by R&D with limited feedback from customersCustomerInteractionsCustomers expect brands to listen and engage with them on a regular basisOne-way marketing from the company : two-way dialogue occurred in the storeBrandPositioningBrand Positioning created and shared with most engaged, loyal customersBrand positioning created with agency and dictated to consumersTargetingDigital campaigns reach consumers in an entirely personalized mannerTV ad created for the masses, some minimal targeting via program selectionCreativeCampaign constantly evaluated and evolved based on real-time dataCampaign created with agency and executed over six-month plan

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)232. Social Media Service2-5. Social Media? ?? ? ?? ?? (1)??: ???, ??? ??, ??????!, HBR, 2009

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)242. Social Media Service2-5. Social Media? ?? ? ?? ?? (2)Social Media? ?? ?? ???? ?? ?? (ContentReader -> Content Publisher)

Broadcasting ??? ?? (Many-to-Many Model)

?? ?? Social Channel (?? ??? ??)? ??

?? ? ??? “??”Social Media is....It isn’t....Consumer-drivenTransparentEngagingInclusiveSincereControlledImpersonalExclusiveFormalOne-sided

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)252. Social Media Service2-5. Social Media? ?? ? ?? ?? (3)MediaDiffusion / ViralRelationshipSocial Web Service SpectrumViral Marketing : ?????? ? ?? Contents? ? ?? ?? ????? ??? ????, ????? ???Social Media Marketing : ??? ???? ??? ????? ???? ?? ??? ??? ????, ?? ??? ???? ?? ???? Marketer? ?? ?? ???? ???? ???

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)262. Social Media Service2-5. Social Media? ?? ? ?? ?? (4)???? ???? ??? ???? ? ?? ??? ??(??)Advertising models 1. ????- ???? ?? ???Commission?? ??(ex. Facebook Sponsorship) 2. ????- SNS ????? ?? ????? ??? ??? ?? ??? ? ??? ??. ??? ?? ??? ???? ?? ??? ???, ???? ?? ??? ?? ?? ?? ?? ???.Subscription models E-commerce? Web 2.0 ???? ?? ? ????? ??User? Contents? ????? ????, ??? ???? ?????? ???? ???? ?????? ??? profile? ?????, ???? Membership Package? ????? ??????? ???.Transaction models ? ??? ???? ?? ?????? ?? ??? ??? ?????? ??? ??. ??? ?? ??? ????? ???? ?????. ????? ??? ??? ??? ?? ????? ????.??Twitter??? ??1. ?? ?? ?? : ?? ??? ??, ?????? ?? ??2. ??? ??? ??3. ?? ???? ??? ?? ???? ??????? ?? (??? ??): ??? ?? ???, ?? ?? ???

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)272. Social Media Service2-6. Social Network ???? ?? (1)‘97Six Degrees.comLaunch Dates of Major Social Network Sites‘98‘99LiveJournalAsianAvenueBlackPlanetLunarStormMiGente‘00CyworldRyze‘01FotologFriendsterSkyblog‘02MySpaceTribe.net, Open BCHi5‘03Orkut, DogsterFlickr, Piczo, MixiFacebook(Harvard only)‘04Yahoo! 360YouTube, XangaFacebook(high school)‘05QQTwitterFacebook(everyone)‘06

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)282. Social Media Service2-6. Social Network ???? ?? (2)*World of Warcraft/MMORPGSMMORPGS(Massively Multiplayer Online Role-Playing Games) have become social networks in their own right.MMORPGS became popular in the 2000s, though there were other online role-playing and other games prior to that.The most famous of these is World of Warcraft, where players interact both in the game world and on related forums and community sites.History ofSocial MediaSocial media has become an integral part of modern society.There are general social networks with user bases larger than the population of most countries.There are niche site for virtually every special interest out there.There are sites to share photos, videos, status updates, site for meeting new people and sites to connect with old friends.There are social solutions to just about every need.

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)292. Social Media Service2-6. Social Network ???? ?? (3)

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)302. Social Media Service2-6. Social Network ???? ?? (4)1?? ??????????? ?? ??? ??? ???? ??? ? ?? ?. ??? ?? ???? ???? ??2?? ?????????? ???? ??? ??? ‘??’??? ?? ?.??? ??* Source : ?????????;The long tail of social networking

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)312. Social Media Service2-7. The world map of social networks

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)322. Social Media Service2-8. TGIF vs. mNSC (1)

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)332. Social Media Service2-8. TGIF vs. mNSC (2)TGIFmNSCVS.

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)342. Social Media Service2-9. On-line ??? ???? ? ????4.64.4????(h, Weekly)3.93.73.12.92.7722.31.8551.71.6464639372724????(%, Daily)211912SocialE-MailOrganizeAdminShoppingNewsInterestGamingKnowledgeBrowsingMulti-media?? : TNS

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)352. Social Media Service2-10. Social Media ??? ?? ?? (1)????(diversion)??? ??(personal expression)??? ??(collection and connection)????(directory)?? ????? & ?????? ????? ??(herd instinct)Bumgamer, 2007 ???? ??? ?? ??? ?? (?? ???? ?? + ??? ??)

Communication Group ??? ???? ??? ??

?????? ??, ??????? ???, ?? ???? ?? ??

?????? ???? ?? ??? ???????? ??kth????, 2009

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)362. Social Media Service2-10. Social Media ??? ?? ?? (2)TOP 5 Reasons why executives visit Social Networks1. Great way to keep track of peers and colleagues2. Easy access to thought leadership or information that can't be found elsewhere3. Good way to showcase themselves or their companies4. Easy access to learning and professional development5. They wish to find out what others think of products, vendors or approachesExecutives may be hesitant towards Social Media because1. They want controlThe beauty of Social Media lies in the fact that It’s an inherently open and transparent medium of communication. You never know who will be reached and how people will respond.2. Lack of understandingTechnology and digital innovation is rapidly changing and CEOs feel vulnerable when they don’t know exactly how something works – So many of them they stay away altogether.3. They fear it will be just a fadWithout a clear vision of the future direction of Social Media and how it can be strategically and sustainably utilized to benefit the company, CEOs opt not to put energy into such uncharted waters.

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)372. Social Media Service2-10. Social Media ??? ?? ?? (3)

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)2. Social Media Service2-11. Social Site? ??? ???? ?? ??38

3930-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)2. Social Media Service2-12. In 60 Seconds…

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)40Chapter 3.Major SNS3-1. Facebook (1~8)3-2. Twitter (1~6)3-3. Facebook vs. Twitter (1~11)3-4. Facebook ‘Like’ vs. Twitter ‘Follow’ (1~3)3-5. Facebook vs. Twitter Think About3-6. YouTube (1~8)

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)413. Major SNS3-1. Facebook (1)FacebookMarketUser age distribution on FacebookIn South Korea (35th)Total Facebook Users : 3,660,300Max : 4,083,000Total 213 countrieshttp://www.socialbakers.com/facebook-statistics/ ???? :2011.06.27 14:30 ??

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)423. Major SNS3-1. Facebook (2)??? ?????? ????, ?? ??, ? ?? ??,? ?? ???? ????,??? ??? ??New ParadigmPlatform Entrepreneurs and developers from more than 190 countries build with Facebook Platform People on Facebook install 20 million applications every day Every month, more than 250 million people engage with Facebook on external websites Since social pluginslaunched in April 2010, an average of 10,000 new websites integrate with Facebook every day. More than 2.5 million websites have integrated with Facebook, including over 80 of comScore's U.S. Top 100 websites and over half of comScore's Global Top 100 websitesPeople on Facebook More than 500 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on FacebookActivity on Facebook There are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each month More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. ?? 2,000?? ?????? ??, 190? ??? 100?? ???Social Plugins?? ?, ?? 1??? ????, 250?? ??? ????? ????? ?????? ?? 130?? ??, 80? ?? ???, ??, ??? ??, ? 90?? ???? ???? 30?? ?? ???? ????, ?? 7,000? ??? ?????? ???[??] http://www.facebook.com/#!/press/info.php?statistics

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)433. Major SNS3-1. Facebook (3)Facebook SNA tool← TouchGraph, ↑ SocialGraphSNA? ?? ??Visualization, MeasuresSNA? ?? ??Density, Centrality

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)443. Major SNS3-1. Facebook (4)200520062007The History of Facebook’sDefault Privacy Settings2009.112009.122010.04

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)453. Major SNS3-1. Facebook (5)

People on Facebook 1. More than 500 million active users 2. 50% of our active users log on to Facebook in any given day 3. Average user has 130 friends 4. People spend over 700 billion minutes per month on FacebookActivity on Facebook 5. There are over 900 million objects that people interact with (pages, groups, events and community pages) 6. Average user is connected to 80 community pages, groups and events 7. Average user creates 90 pieces of content each month 8. More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.Global Reach 9. More than 70 translations of Facebook are available on the site 10. About 70% of Facebook users are outside the United States 11. Over 300,000 users helped translate the site through the translations applicationPlatform 12. More than one million developers and entrepreneurs from more than 180 countries 13. Every month, more than 70% of Facebook users engage with Platform applications\ 14. More than 550,000 active applications currently on Facebook Platform 15. More than one million websites have integrated with Facebook Platform 16. More than 150 million people engage with Facebook on external websites every month 17. Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Facebook30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)463. Major SNS3-1. Facebook (6)Amazing Facebook 40 Statistics

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)473. Major SNS3-1. Facebook (6)Mobile 18. There are more than 200 million active users currently accessing Facebook through their mobile devices. 19. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. 20. There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile productsFacebook Stats from Around the Web 21. Over 80% of businesses today are using facebook today. 22. Facebook has over 1,700 employees 23. Facebook is valued at between 7.9 and 11 billion dollars (and rising). 24. Facebook is an international phenomenon: 70% of Facebook users live outside of the United States. 25. There are over 3 million active Facebook fan pages. 26. There are over 1.5 million local businesses with Facebook pages. 27. More than 20 million people become fans of Facebook fan pages every single day. 28. Facebook fan pages have created more than 5.3 billion fans. 29. The average Facebook user spends over 55 minutes on Facebook per day. 30. Women have 55% more posts on their wall than men. 31. More than 6 billion minutes are spent on Facebook each day. 32. More than 3 billion photos are uploaded to Facebook each month. 33. The United States is the country with the most Facebook users with 143,583,400 users. 34. 26.22% of the internet using world population are currently Facebook users.? 35. More than 250 applications have more than one million monthly active users. 36. Facebook has more than 45 million active user groups. 37. Over 30 billion pieces of content are shared on Facebook every month. 38. Texas Hold’em Poker currently has the most fans with 26,973,501. 39. Static FBML is the most popular Facebook app with over 95,294,450 monthly application users.? (However this app can no longer be downloaded.) 40. If Facebook were a country it would be the third largest country in the world.

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)483. Major SNS3-1. Facebook (7)Platform???(??)? ???? ??? ??? ?? ????Game /SearchF-marketF-commerceF-mail

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)493. Major SNS3-1. Facebook (8)* Organization CultureH4CK4THON20% Project?? ??????? ??? ???? ??? ????? ??? ???? ???? ???? ???, ????? ????? ???? ??/?? ?????????? ????? ?? ????? 20% ?? ?5? ??? ??? ?? ??? ??? ?? ?? ????? ?? ???? ?? ?? ????? ???? ????? ???????? ????. ???????? ??????? ????? ???? "?? ?????' ? ?? ??20% ????? ?? ????? ???? ???? ????? ??? ? ? ?? ??? ????? ?? ???. ??? ?? ?? ?? ???G??, ???? ? ?? ?? 20% ?????? ??? ???? ??? ??? ??? ?? ???? ?? ??.??? ??. ? ?? ??? ??? ?? ???? ????? ?? ??????? ??? ??? ??? ????? ?? ????? ?????. ?? ????? ??? ????, ???? ???? ????? ??????????.???? ???? ??? ???? ???, ?? ???? ‘???(G-mail) ??’? ???. ???? ?? ??? ??? ???? ????.????CEO ?? ????(? ???)? 700?? ? ??? ??? ???? ???? ??? ? ? ?? ‘???’? ???? ??.

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)503. Major SNS3-2. Twitter (1)New Twitter Accounts Created44% of Twitter users joined during Jan ‘09 ~ Aug ‘10Q) Twitter? 140???? ?? ?? ?? ? ??? ? ??A)1. ???? SMS ???? ??? ??? Twitter? ?? ???? Mobile Killer Application2. ??? ?? ?? ??? ? ???, ??? ???? ???? Twitter Tipping Point, ‘600?’???? Twitter ?? ??Monthly United States People07.3.4 ~ 10.5.31

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)513. Major SNS3-2. Twitter (2)

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)523. Major SNS3-2. Twitter (3)Twitter accounts analysed79% not considered True Twitter UsersOf which….40%are followingAt least 10 peopleOnly 21% fall withinThe definition parametersOf True Twitter Users27%have Tweeted10 times or more26%have at least10 followers

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)533. Major SNS3-2. Twitter (4)PCWeb??? ???? ???, Mobile??? ??, Third-partyApplication?? ? ??? ?? ??? ??www.twittercounter.com 2010.06.27 14:30 ??

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)543. Major SNS3-2. Twitter (5)A Guide to Following People on TwitterTwitter Strategy Chart

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)553. Major SNS3-2. Twitter (6)??????? ??? : 140? ??, ???? ??? ??? ????BUTTwitter BM?????? ??? ?? : ????, ??? ??? ??? ??????? ?? : ??? API? ?? ??? ??? ?? ?? ??Facebook Connect? ?? ???? API??? ?? ????????? ??? ??????????? ? 20% ??? ??? ????? ???, Third Party? ??? ????? ??????? ????? ???? ??The Twitterverse v0.9 by @BrianSolis

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)563. Major SNS3-3. Facebook vs. Twitter (1)Twitter incorporates the communication and sharing aspect of social networking but is in many ways easier defined as a microblogging news aggregation site, sort of. Social Network ‘???’? ????? Social Network ‘??’? ??? ??? ??? ?? ???Twitter has a clear business model, but only a dozen people in the universe know exactly what that is, while Facebook has dozens of business models, but nobody in the universe knows exactly what they are. Facebook has nearly 10 times more users, hundreds more features, and thousands more apps. ??? ??? ??? ???? ? Social Infra ???? ?? ??? ?? ???

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)573. Major SNS3-3. Facebook vs. Twitter (2)Facebook Service ModelTwitter Service ModelExternal ServicesExternal ServicesFriendListTimelinesMicroblogPhoto/VideoSocialAppsSocialGamesFollowshipListTimelinesMicroblogPhoto/VideoOpen APIs(Facebook Connect)AuthoringPlatformAppHostingAuthoringPlatformOpen APIsMakes itself global social-infraProvidesContentsStealsTimeMakes itself global social-infraProvidesContentsMy Friends(Self-growing Social Relation Community)Followships(Self-growing Social Relation Community)OfflineFriendsFriend’sFriendsJust NewFriendsOfflineFriendsRetweetedAuthorsCelebrityService Model ?? : ???? ?? ??? ?? ??? ?? ?? ?????, ???? ??? ?? ??? ?? - Facebook:?? ???? ?? ?? ? ? ?? friend ??? ?? - Twitter: ??(subscription) ??? ?? Followship??

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)583. Major SNS3-3. Facebook vs. Twitter (3)http://www.digitalsurgeons.com/blog/design/social-demographics-2010-a-fresh-look-at-facebook-and-twitter/

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)593. Major SNS3-3. Facebook vs. Twitter (4)http://www.testking.com/techking/roundups/everything-you-need-to-know-about-social-networks-infographic/

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)603. Major SNS3-3. Facebook vs. Twitter (5)

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)613. Major SNS3-3. Facebook vs. Twitter (6)Social Media Comparisonhttp://tki.oiko.cc/service/count2011.06.27User age distribution on FacebookIn South Korea (35th)Total Facebook Users : 3,660,300http://www.socialbakers.com/facebook-statistics/

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)623. Major SNS3-3. Facebook vs. Twitter (7)* Source : All RegionSouth KoreaAll RegionSouth Korea

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)633. Major SNS3-3. Facebook vs. Twitter (8)Facebook??? ?? ????(??? ??)??? ??????? , ???, ??? ??, ??? ??? ?? ??. ????? ????? ? ? ?? ?? ??Open API???? ?? - ??? 100???? ????? ??? ?? ??Mobile Web???? ?? 6.8??? ??? 30% ??? ???? ??????(Thread type) ??????? ??? ??? ???? ‘???’? ‘??’ ??? ? ?? ??? ??? (???? ?? reply?? ??? ?? ?? ??? ?? ???. ??? ??? ??, rt?? ? ??? ??. ??? ????? ??? ? ? ??)

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)643. Major SNS3-3. Facebook vs. Twitter (9)Twitter??? ?? ??Easy & simple ???? ??Social Media, ?? Blog? ?? -> ? ? ?? ??? ? ? ? ?? ???? Blog ?? : 3,000??? ???, ? ? ???? ??? ??? 400?? ??(?? ??? 10%?? ??) ??? 90%? ? ??? ??? ? ?????, ? 90%? ???? 140? ???? ?? ??? ? ??.Open API?? ?? ??Mobile Web??????? ??? ?? ?? BM(140???), ??? ??? 40% ??????? ?? ?? ?? ? ??? ??. ?? ???? ??? 1,000? ?? ??? StreamNot Strorage, Only Broadcast ??? ???? : ???(??? ??) vs. ???(???(??) ??)???(rt)? ??

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)653. Major SNS3-3. Facebook vs. Twitter (10)Twitter vs. Facebook?? ???SNS : 140 ? 420 ???API – ?????? & ????? : ??? ???, ???? ???Mobile ??? : ???????????? Stream : ??? ??? ???? ???? vs. ??? – ?? ? vs. ?? ? : ???? vs. ???: ???? ? ??? ?? vs. ?? ??? ????? ????? ????? Open Graph?? ??? ?? ?3?? ? ? ??? DB??? ??????? ??. ???vs?? – ?? vs. ?? : ?? vs. ?? = ??? vs. ???: ????????? vs. ???– ?? vs. ??: What are you doing? ? ‘What’s happen?’ vs. ‘What’s in your mind?’ ???vs. ???– ?? vs. ??: ???? ??? ??? ? ? ?? ??

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)663. Major SNS3-3. Facebook vs. Twitter (11)Facebook is704,139,4803,660,3000.52%(2011/6/27) Real-Time Communication

Credits (Payment Platform)Twitter is323,807,9084,143,2511.28%(2011/6/25) One-to-Many Real-Time Broadcast

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)673. Major SNS3-4. Facebook ‘Like’ & Twitter ‘Follow’ (1)Top 20 Social Network Stars, Worldwide, Brand / allFacebookFansTwitterFollowersYouTubeViewsFacebookFansTwitterFollowersYouTubeViews2011. 06.27 ?? http://www.famecount.com/all-platforms/Worldwide/all/Brand

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)683. Major SNS3-4. Facebook ‘Like’ & Twitter ‘Follow’ (2)Facebook, Twitter, YouTube Category No.1

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)693. Major SNS3-4. Facebook ‘Like’ & Twitter ‘Follow’ (3)Facebook’s 500MM Users Under-Monetized ‘Like’ Connections Offer Significant New Ad Opportunities~$30~$25~$20Note : Top 20 Brand / product pages ranked by # of people who opted in to ‘like’ the page, excludes ‘people’ (like Vin Diesel / Lady Gaga) and ‘activities’ (like ‘I ? Sleep’). Data as of 6/3/10.*Equivalent TV shows based on # of total viewers during the 2009~2010 season. Source : Facebook, Nielsen Media Research

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)703. Major SNS3-5. Facebook vs. Twitter Think AboutTHINKINGABOUT

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)713. Major SNS3-6. YouTube (1)History2005.02???? ??? ?? ?? ? ????? ?? ??2006.07?? ??? 1?, ?? ??? 65,000? ??103,817,689Monthly unique visitors in May, 20102006.10Google?? 16?5? ??? ??2007.06YouTube Mobile Site ??2008.12720p HD ??47%of the global internetpopulation visited YouTube.com in April, 2010.2009.073D ??2009.10?? ??? 10? ? ?? ??1:12:20Average time spent on YouTube per month in U.S.2009.111080p Full-HD ??2010.03?? 24?? ?? ??? ??? ???2010.05?? ??? 20? ? ??2011.02?????? ?? 5??(?? ? ?? 1??)? ? ??? ??

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)723. Major SNS3-6. YouTube (2)

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)733. Major SNS3-6. YouTube (3)?? 2010? ? ? ?? 1,300? ?? ?? ??? ???? ???????,1??? 35?? ??? ???? Upload?? ??.

???? ???? ?? ?? 15? ? ??? ???? ???? ?? YouTube? ??? ?.

??? 3? ??? ????? 60? ?? ??? ????? YouTube? 60? ?? ????? ???? ? ??.

YouTube Traffic? 70%? ?? ?? ???? ??.

2010? YouTube? ?? ??? 7?? ? ??. ?????? Disney, Turner, Univision, Channel 4 ? Channel 5? ???? ???? 10,000? ??? ???? ??.

YouTube?? 7,000 ?? ??? ?? ??? ???? ??. ???? YouTube? ? ????? ?? 20? ? ??? ??? ???? ??? ??? ???.

AdAge? ?? 100? ??? ??? 94?? YouTube? Google ????? ?????? ?? ??? ??.

YouTube?? ????? ??? ???? ??? ?? ?? ?? 10? ??. 30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)743. Major SNS3-6. YouTube (4)?????????? YouTube?? ?? ??? ??? ????? ?? HD Contents? ??? ?? ? ???? CNET? ?? ??? ??.

YouTube Mobile ???? ?? 1? ? ??.

YouTube Player? ??? ?? ????? ???? ??. ???ID???ID? ?? 100? ??? ??? ???? ???? ??.

??? ?? ???? ???, ??? ? ?? ???? ???? 1,000? ??? ???? ???ID? ??.

YouTube? ? ?? ??? ??? ? 3?? 1? ??? ID? ??. ?? 4?? ? ??? ???? ?? ??? ?? ????? ???? ???? ??.

AutoShared Tweet? ???? ?? 6?? ? youtube.com ??? ??.

5?? ? ??? ???? ?? ?? ??? ???? YouTube?? ? ? ??? ??? ?? ??.

YouTube ???? 50% ??? ?????? ???? ??? ??.

?? ??? ?? ???? ????? ???. 30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)753. Major SNS3-6. YouTube (5)Key YouTube StatsExceeds 2 billion views a day24 hours of video uploaded every minuteAverage person spends 15 minutes a day on YouTubeMore video is uploaded to YouTube in 60 days than all 3 major US networks created in 60 years70% of YouTube’s traffic comes from outside the U.S.Partner and Advertising StatsPartner ad revenue more than tripled in 2009There are over 7,000 hours of full-length movies and shows on YouTubeYouTube is monetizing over a billion video views per week globally (that’s more monthly views than our closest competitor)94 of Advertising Age’s 100 top advertisers have run campaigns on YouTube and the Google Content NetworkThe number of advertisers using display ads on YouTube increased 10-fold in the past year

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)763. Major SNS3-6. YouTube (6)Interesting Facts19 seconds : The length of the first video uploaded to YouTube1.96 million : The number of times the first video has been played185.39 million : The number of times the most popular video on YouTube, Lady Gaga’s “Bad Romance”, has been played6.6 : The factor by which YouTube’s number of monthly video streams served (4.67 billion) exceeds that of the second-place site in that category, according to Nielsen$1.65 billion : In dollars worth of stock, the amount Google paid to acquire YouTube in November 200651 : The number of languages into which Google’s automatic speech recognition technology can translate YouTube videos and create captions

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)773. Major SNS3-6. YouTube (7)??????? SOA ??? ??? YouTube Paid contentAdvertisingTransactionTrafficRevenue sourcesOnetimeSub.PPUCPMCPCCPOVideoTV ProgramsMoviesUGCContent/ServicesLiveVODCatchUpLiveVODCatchUpSyndicationDestinationWhite-labelOriginalCapturedPCTV / ConsoleMobile PhoneOtherMobile DevicesDevicesFixed broadbandWireless broadbandCellularBroadcastingDistribution????????

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)783. Major SNS3-6. YouTube (8)2011? 3? Site? Page View, Time Spend, Unique Visitor? ??? ? ??. ??? ???? ??? Site? Facebook...???? 150M unique visitor? ??? ?????? ??? ?? ??? ?? ???, YouTube? time spent ???? 133%?? ???? ??? ??, ?? ????? ???? ???????????? ?? ??? ??.??? ??? Facebook, YouTube? ??? ??? ????? ?? ??? ??.

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)79Chapter 4.Social Commerce4-1. Social Commerce Definition (1~2)4-2. Social Commerce…A Trend? When?4-3. Social Media Next Step4-4. Social Marketing Maturity Model4-5. The Six Dimensions of Social Commerce4-6. Mobile, Social & Local Commerce4-7. ROI Issue (1~2)4-8. Social Commerce ?? ? ??4-9. ?????Social Commerce? ?? ???4-10. Social Commerce ???? - Groupon (1~2)4-11. Social Commerce ???? - Eventbrite(1~2)4-12. F-Commerce4-13. ?? Social Commerce ??? ? ???? ??

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)804. Social Commerce4-1. Social Commerce Definition (1)Social CommerceSocial Media + e-Commerce???? ??? ? ?????? ??? ? ?? BM???? ??(Bandwagon effect) : ?? ???? ?? ????? ?? ????? ?? ?? ?? ?? ????? ??? ??

30-June-11MBA Academic Competition - ??? (facebook.com/luxurypooh)814. Social Commerce4-1. Social Commerce Definition (2)Social Commerce? Social Shopping? ?? ?? Business Model? ?? ???? ??? ??? ???????? ????????? ???? ? ? ??. ???? ??? ?? ????, ?? e-commerce site? Twitter? Facebook?? ???? ??? ???? ? ???, Facebook? Open Graph? ???? ??? ? ?? ??? ??? ???, SNS?? ??? ?? ??? ?? ? ??? Social Commerce?. ?? ??? ?? ??? ??? ?? ?? ???? ?? ????? ?? ??? ?? ??.

??? ?? ??? ?? ???? ?? ??? ??? ?? ??.

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