狠狠撸

Vol.10 No.3

?? ??? ?????? ???(SNS)
??? ????? ???
2011? 1?
?????? ????

[? ?]

I. ?? ??? ?????? ??? ?? ??

Ⅱ. ?????? ???? ??? ?????? ?? ? ??

Ⅲ. ?? ??? ?????? ??? ??? ????

Ⅳ. ???

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Ⅰ. ?? ??? ?????? ??? ?? ?? ······ 1
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· ·· ·
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Ⅱ . ?????? ???? ??? ?????? ?? ? ?? ·· 2
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1. ? ? ························· 2
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2. ?
. ? ··························4
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Ⅲ . ?? ??? ?????? ??? ??? ???? ·· 5
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·

1. JCPenney ······················· 5
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2. Chase ?? ·······················6
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3. Zappos ························· 6
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4. Joe's Shanghai restaurant ··············· 7
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5. Sephora ························8
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· ·· ·· ·· ·· ·· ··· ·· ·· ·· ·· ·

6. M&M's ························· 8
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7. Data Vision ······················· 9
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Ⅳ. ??? ·····························10
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I. ?? ??? ?????? ??? ?? ??

□ ?? ???? ? ?????? ???(S NS )* ? ???? ???
??? ??? ???? ??

* ?????? ???? ???? ????? ?? ????? ??? ?
?? ??? ????? Facebook, Twitter ?? ????

o 2007 ? 11 ??? ?????? ??? ?? ??? ??? ?? ??? ??
????, ? 7??? ?????? ??? ???? ?? ??? ????
2009

?? ??

- ?????? ???? ?? ? ??? ???? ??? ??????
??? ??? ???

- ?????? ??? ???? ????? ???? ?? ??????
???? ??? ??? ??? ?? ????? ??? ??

< ?? ?? ?????? ??? ??> < ?????? ???? ??? ?? ??>

??? ? ???
? ? ???? ?? ??
(???) (%)

Facebook 2004 430 137 ? ??

Twitter 2006 58 1,238 ? ??
MySpace 2003 110 -14 ? ??
Orkut 2004 54 20 ??
QQ 2009 68 138 ??
CyWorld 1999 21 4 ??

Mixi 2000 14 4 ??
Vkontakte 2006 23 22 ???

Skyrock 2007 21 10 ??
?: ??? ?? ? ??, ????
2010 ? ??
2008~2009

??: Morgan Stanley (2009. 12. 15.) ??: Morgan Stanley (2010. 6. 7.)

- 1 -

II. ?????? ???? ??? ?????? ?? ? ??

[? ?]

① ???? ?? ???? ?? ??? ??
o ???? ??? ???? ?? ?? ?????? ???? ???
??? ??? ?? ???? ?????? ???? ???? ??
???? ?? ?? ???? ??

o ???? ?? ??? ?? ???? ? ? ??? ?????? ????
???? ?? ??? ??? ? ?? ????

② ??? ???? ??? ??
o ???? ???? ??? ??? ??? ???

( 例 ) ??? ?? ???? (Ted Williams) ? ???? ??? ????
???? ?? ???(Golden Voice)?? ??? ?? ?? ????
????? ?? ??

o ?????? ???? ?? 知人?? ??? ??? ?? ?? ?? ? ??
- ??? ???? ????? ??? ??? ? ?? ???
Facebook

????? ???? ???? ?? ??

- ?? ??? ??? ???? ?? ?? ?? ???? ???? ??
???? ??? ??

o ????? ?? ????? ??? ?? ???? ???? ???
?????? ???? ???? ????? ??? ?? ??

- 2 -

③ ?? ????? ?? ?? ???? 至大
o ??? ????? ?? ?? ??? ?????? ?????? ???
???? ?????? ???? ???? ?? ?? ??? ?????
???

o ?? ? ????? 6?? ??? ? ???? ????? ??
Facebook

??? ??

o ???? ???? ???? ?? ???? ?? ???? ?????
??? ??? ??? ??

- ???? ?????? ? ?? ?? ??? ?????? ?????
1)

???? ???

<???? ??????? ?? ??>
??: %

?: 2010? ???? ??????? ?? ??? ??? ??
??: nielsenwire (2010)

1) ?????? ???? ????? ??? ?

- 3 -

[? ?]

①???? ??? ?? ?? ??
o ??? ??? ??? ?? ? ?????? ??? ?????? ???
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o ?? ??? ?????? ???? ??? ???? ???? ???
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② ?? ? ??? ???? ??
o ?? ???? ??? ?? ?? ??? ?????? ???? ??
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- ?? ??? ????? ??? ??? ?? ???? ??? ? ??
??? ?? ???? ??? ??? ? ??

- 4 -

III. ?? ??? ?????? ??? ??? ????

1. J CPenney

?? ? ??? ??>
<

□ JCPenney? ??? 1,106? ???? ???? ??
??????, ???? ?? ? ????? ??
Facebook? ?? ??

□ JCPenney ? Facebook ? ?? ? ?? ??? ?? ?? ?? , ??
?? ???? ?? ??

□ ?? JCPenney ? ?? ??? ??? ?? ?????
12 Facebook ?
???? ???? ??

o ?? ? ?? ??? ?? Facebook ? ???? ???? ????
??? , ?? ??? ? ?????? ???? ????? ??
??? ?? JCPenney ? ??? .

o JCPenney ????? ???? ??? ????, ??? ?? ??
? ???? ????? ?? ??,
(Log-in) ? ??? ?????
Facebook

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

o Facebook ? ?? ???? ??? ??, ??? ? ?? ??? ??
?? ?? ????, ?? ?? ????, ?? ???? ?? ???
??? ? ??

< ????>
???? ????

??: Facebook

- 5 -

2. Chase ??
?? ? ??? ??>
<

□ Chase ??? ?? ?? ? ???? ??? 5? ??

??? ????? Facebook? ??? ???? ???
?? ?

□ Chase ??? ?????? ???? ???? ? ???? ??
Facebook

??? ??? ???? ???

o "chase +1" ??? ???? ????? ????? ?? ??? ??
???? ???. ?? Facebook ? ??? ???? ??? ????
???? ? ???, Facebook ??? ???? ??? ???? ??

- ??????? ???? ?? ???? ?? ???? Facebook ?
???? ??? ??? ??? ??? ??? ??

3. Zappos

< ?? ? ??? ??>
□ ? ‘??
Zappos 對
??’ ????? ??? ?? ???
?? ???? ???? ?? ??? ??? ???? ??

□ Zappos ? ???? ??? ? ????? ?????? ???? ??
??
‘ 對 ?? ? ??
’ ??
‘ 對 ?? ? ??? ??
’

o ?? ???? ?? ????? ?? ???? ??? ???? ??? ??
????? ????? ???? ????? ? ?? ???? ???
??? ?? ?? ??? ?? ?????

- Zappos ? ????? ??? ???? ??? Facebook ?? Twitter ?
?????? ???? ??, ???? ?????? ??? ? ??
????? ????? ??

- 6 -

<????>
Chase +1 Zappos ???? Joe's Shanghai restaurant ????

??: Facebook ??: Facebook ??: Joe's Shanghai restaurant ????

4. J oe's S hanghai restaurant

?? ? ??? ??>
<

□ Joe's Shanghai restaurant? ?? ???? ??? ??

???? ?? ?3?? ???? ??? ?? ??????
???? ??? ???? ??

□ Joe's Shanghai restaurant ??????? ???(Youtube)*? ???? ??
??? ?? ??? ?
* ???? ??? ?? ???? ??? ? ?? ?????? ???
??? ?? ?? ??? ??? ???? ?? ? ? ??

o Joe's Shanghai restaurant? ?? ???? ??? ???? ?? ???
????? ???? ??? ??

- ??? ??? ?? ?????? ?????? ?? ??? ?? ???
?? ????? ??? ??

? Joe's Shanghai restaurant ? ?? ? ????? ???? ??? ??
????? ??? ??? ??? ?? ??? ???? ??????
???? ?? ???? ??

- 7 -

5. S ephora

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□ ????? ??? Sephora? ??? ?????? ???
??? ? ??? ??? ??? ?? ?? ??????
???? ???? ???? ??? ????? ???? ?

□ ???? ??? ??? ????? ? ? ?? ????
Sephora ???
25-45

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???

o Facebook ?? ????? ???? ??? ?? ????? ??

- ????? ?? ?? ? ? ??? ???? ?? ???? ???
???? ????? ??, ?? Sephora ??? ?????? ????
??? ??? ??? ????? ?????

6. M& M 's

?? ? ??? ??><

□ M&M's? ??? ?? ??? ?? ???? ???

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

□ ???? M&M's ? Facebook?? ? ????
“Pretzel vending machine”

M&M's Pretzel ? ?? ??? ?
o M&M's ?
Pretzel Facebook ?? ??? ??? ?? ??

- 48?? ?? 120,000 ? ??? ??? ???? ?? ? ??? ??
?????? ???? ???? ????? ????? ??? ????
??

- 8 -

< ????>
Sephora M&M's M&M's Pretzel

??: Facebook

7. D ata V ision

?? ? ??? ??> <

□ Data Vision? ????? ???? ??? ????

? ???? ?????? ???? ???? online
store? ??

□ ?? ???? ??? Data Vision ? ?????? ????? ????
????? ????? ???? ??? ?????? ???? ??
??? ???

o ?? ???? ?? ?????? ??? ???? ??, ?? ????
??? ?? ???? ????? ???? ? ??

- Data Vision ? ??? ?????? ???? ???? ??? ?????
無名 ??? ??? ???? Facebook ? ? ??? ?????
Twitter

?? ????? ??

< ????>

??: Facebook ? Twitter

- 9 -

IV. ???

1. ?????? ???? ?? ?????? ??? ??? ? ????
??? ???? ??? ???? ??? ?? ??? ?? ??? ??

o ??? ????? ??? ‘??’? ???? ‘Open Graph Search'2) ????
??? ??? ?? ?? ??

2. ?????? ???? ??? ??? ??? ???? ??? ?? ???
??? ??? ??? ???

o ???? ???? ???? ?? ??? ?? ??? ????? ?

??? ?? ?? ??? : , Youtube ?
???? ?? ?? : Facebook, Twitter ?

3. ????? ?????? ??? ???? ???? ?? Open Graph

Search ??? ??? ?? ?? ??? ???

o ??????? ?? ????? ?????? ???? ??? ????
???? ?? ?? ?? ??? ????? ?

o ?? ?????? ???? ?? ?? ??? ??? ???, ??
???? ???? ??? ???? ? ?? ?????? ???
???? ????? ??? ??? ? ?? ??

o ?? ???? ??? ?? ?? ??? ???? ??? ????
???? ???? ??? ?? ??? Open Graph Search ???
?????? ??? ???? ?? ??? ??

2) ???? ??? ?? ?? ?? ??? ?? ?? ???? ??? ???? ??

- 10 -

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