110516_adtech_SF_Social_Media_hoso

ＡＤ：Ｔｅｃｈ ＳＦ Ｒｅｐｏｒｔ

２０１1０５１６Ａｔｓｕｓｈｉ ｈｏｓｏｋａｗａ

（２０１１０４１１～０４１３）

Ｓｏｃｉａｌ Ｍｅｄｉａ

Ｔｈｅ Ｎｅｗ Ｌａｗｓｏｆ Ｃｒｅａｔｉｖｉｔｙ

クリエイテブの新たな法則

ＭＡＲＫＥＴＩＮＧ ＭＡＳＴＥＲ

Ｂｒｉａｎ ＳｏｌｉｓＰｒｉｎｃｉｐａｌ, Ａｌｔｉｍｅｔｅｒ Ｇｒｏｕｐ

Brian Solis is the author of "Engage", the complete guide to build, cultivate, and measure success in the social Web. Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on the convergence of marketing, communications and publishing. He is Principal of Altimeter Group and has led interactive and social programs for Fortune 500 companies, notable celebrities, and Web 2.0 startups. BrianSolis.com is among the world's leading business and marketing online resources.

http://www.briansolis.com/

人々はソーシャルメディアを嫌いになり始めている？

ソーシャルＷｅｂの利用理由

多くのソーシャルメディアマーケティングは表面的？消費者のＮｅｅｄｓ 企業の認識

顧客と企業の認識ギャップ

継続的な価値提供の必要

企業は顧客の時間や注意、ログと引換えに具体的価値と経験提供のデザインを！

価値を提供できず、時間経過しかないブランドから、人は離れだしている。

影響をあたえる↑

相互作用↑

アイデアだし↑

顧客インサイト↑

知識（ｲﾝﾃﾘｼﾞｪﾝｽ）

Ｂｒｉａｎ Ｓｏｌｉｓのソーシャル

マーケティングフレーム

ソーシャルマーケティングのステップ ５つの『Ｉ』

Ｐｅｏｐｌｅの 『Ｐ』は５番目の要素

体験の共有

報酬（ﾘﾜｰﾄﾞ）

意図目的

知人友人

専門家 ｲﾝﾌﾙｴﾝｻｰ

ファンを数えることをやめ

体験を作り上げること

ソーシャルメディアの中にいる

人々の本当の価値は見えてる所より見えないところ

に多くある

Engagement is defined by how a brand and consumer connect and interact within their networks of relevance

Engagement is measured by takeaway value, sentiment, and resulting actions

following the exchange.

Meaningful engagement is now a market differentiator. It steers experiences

ソーシャルメディアが

体験の共有を創り出す！

購入顧客

潜在顧客

ターゲット顧客

対象外顧客

ソーシャルクリエイティブは潜在顧客

に大きな役割を持つ！

意図

本質

物語

価値

文化

エンゲージメント

最後の1マイル

ソーシャルなコンテンツや取組み

が未来のマーケティングを創る

顧客が没頭するような物語でエントリーポイントを開く！

Ｆｉｎｅ ｔｈｅ Ｂａｌａｎｃｅ

バランスを見つけ大事な共有を維持する

目標の設定（設計） かけ合わせの定石

Ｂｒｉａｎ Ｓｏｌｉｓのソーシャルクリエイティブフレーム

ソーシャルＷｅｂはコンテンツ・商取引の主要通貨へ

繰り返しが信憑性を高める

Ｏｌｄ Ｓｐｉｃｅは高コストで短命 !?

ＳＰＥＡＫＥＲ （Sponsor Presentation）

Ｊａｙ ＳａｍｉｔＳｏｃｉａｌＶｉｂｅ , ＣＥＯ

A 25-year digital media veteran, Jay has held senior management positions at Sony, EMI, and Universal Studios with the responsibility for the development of new digital media businesses.

Jay pioneered social media in the 1990s by developing one of the first million member online communities for college students.

Prior to joining corporate America, Jay founded Jasmine Multimedia Publishing, creating more than 300 software titles, and developing key advances in music and video technologies for Microsoft, Apple, Intel, and IBM. Committed to giving back to the community, Jay was invited by President Clinton to lead the White House’s Initiative for Education & Technology, and spearheaded the effort to create Internet access for America’s schools.

Jay ‘s other charity work ranges from the first Internet Charity Auction to Tsunami Aid (with NBC) and the Concert for Hurricane Relief (with MTV).

http://www.socialvibe.com/

ソーシャルプラットフォーム

パフォーマンスブランド広告リーダー企業

9100万人の米国消費者

購入を介し消費者をドライブする。

ＣａｓｅＳｔｕｄｙ：ＦａｒｍＶｉｌｌｅＭｉｃｒｏｓｏｆｔ

Ｓｏｃｉａｌ Ｍｅｄｉａ

Ｇａｔｈｅｒｉｎｇ Ｉｎｔｅｌｌｉｇｅｎｃｅｔｈｒｏｕｇｈ Ｂｅｓｔ Ｐｒａｃｔｉｃｅｓａｎｄ ＲｅａｌｰＷｏｒｌｄ Ｅｘａｍｐｌｅｓ

ベストプラクティスと実例を通じたインテリジェンス収集

ＭＡＲＫＥＴＩＮＧ ＭＡＳＴＥＲ

Ｂｒｉａｎ ＳｏｌｉｓＰｒｉｎｃｉｐａｌ, Ａｌｔｉｍｅｔｅｒ Ｇｒｏｕｐｄ

Brian Solis is the author of "Engage", the complete guide to build, cultivate, and measure success in the social Web. Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on the convergence of marketing, communications and publishing. He is Principal of Altimeter Group and has led interactive and social programs for Fortune 500 companies, notable celebrities, and Web 2.0 startups. BrianSolis.com is among the world's leading business and marketing online resources.

ＰＲＥＳＥＮＴＥＲＳ

Ｄａｖｉｄ Ｌ. ＳｍｉｔｈＣＥＯ, Ｍｅｄｉａｓｍｉｔｈ

David Smith is an internationally-recognized expert in the areas of new media application,

media strategy, media planning and metrics. As a veteran in the area of advertising media

management, his experience is drawn from the creation of the first-generation advertising

technology to dealing with today’s issues surrounding metrics in the digital marketplace.

At the forefront of new metrics applications, David’s has deep advisory board and industry

committee involvement where he works to establish and refine standards in metrics, business

practices and financial issues for interactive advertising.

With a number of awards to his name, including an Effie, David was also awarded the first

ever ad:tech Industry Achievement Award. This accolade recognized his long-term dedication

and consistent outstanding service to the digital marketing industry.

Ａａｒｏｎ ＭａｎｎＣＥＯ, Ｓｏｃｉａｌａｒｃ

Aaron leads client strategy and loves the challenge of bringing the rapidly evolving social world to life within an overall brand strategy. His work with clients and agency partners is a constant learning experience and helping make all the parts work together is what he enjoys most. Before founding Socialarc, Aaron started a social media technology company and had led global product development and client service teams for public companies and way too many tech startups.

http://socialarc.com/

http://www.mediasmith.com/

ソーシャルリスニングプラットフォーム活用のプロセス

収集 整理ﾋﾞｼﾞﾈｽｱﾌﾟﾘ

ﾀﾞｯｼｭﾎﾞｰﾄﾞ 分析

施策知見

ソーシャルリスニングプラットフォーム

反比例する料金体系と業務簡便化

ソーシャルリスニングプラットフォーム

提供付加価値と機能チャート

ユーザーへのアクセス

データ取得

計測・測定

ソーシャルリスニングプラットフォーム

リソース最適化と最良の成果に向けて

→ →リーチ拡大 顧客開発 ＲＯＩ向上

目標 ツール 人× ×

Ｅｘｐａｎｄｉｎｇ Ｒｅａｃｈ

新しいチャンネル＋ＣＶの場を見いだす！

ＡｕｄｉｅｎｃｅＤｅｖｅｌｏｐｍｅｎｔ

新ターゲットを見つけ、誰が自分たちの商品や競合について話しているのか見極める。

Ｄｅｍｏｎｓｔｒａｔｉｎｇ ＲＯＩ

計測結果から基礎指標を作りマーケ活動や量、ユーザー意見との相関関係を確認

After graduating from Stanford University in the year 2000, Max began his career in advertising at Publicis & Hal Riney as a spot broadcast buyer, simply because he didn’t know any better. This turned out to be

a horribly boring job, and after getting laid off following the loss of Saturn in 2001, he wound up following that account to Goodby, Silverstein & Partners.

When he arrived at GSP, fresh-faced and bushy-tailed, he started off as a junior media planner, worked his way up to group communication strategy director, and then recently made a lateral transition internally to work on the brand strategy side of the house. He’s worked across

the full spectrum of strategy, from media planning to communications planning to connections planning to account planning, touching almost every account at the agency, including the aforementioned Saturn, Hyundai, Elizabeth Arden, Got Milk, Foster Farms, Häagen-Dazs, Dreyer’s, HP, NBA, Comcast, Kayak.com, eBay, Cheetos, Doritos, Tostitos – most of the –itos, actually - and most recently, Sonic.

Ｍａｘ ＨｅｉｌｂｒｏｎＢｒａｎｄ Ｓｔｒａｔｅｇｙ Ｄｉｒｅｃｔｏｒ,Ｇｏｏｄｂｙ, Ｓｉｌｖｅｒｓｔｅｉｎ & Ｐａｒｔｎｅｒｓ

http://www.goodbysilverstein.com/

http://modmengsp.com/max-heilbron/

ＳＰＥＡＫＥＲ （Sponsor Presentation）

ＣａｓｅＳｔｕｄｙ：Ｔｏｓｔｉｔｏｓ『Ｔｏｓｔｉｔｏｓ Ｒｅｕｎｉｔｅ Ａｍｅｒｉｃａ』

ＣａｓｅＳｔｕｄｙ『Ｔｏｓｔｉｔｏｓ Ｒｅｕｎｉｔｅ Ａｍｅｒｉｃａ』

http://www.facebook.com/Tostitos?sk=app_158498747530557

１投稿

２投票

３再会＆商品

４公開

ＣａｓｅＳｔｕｄｙ『Ｔｏｓｔｉｔｏｓ Ｒｅｕｎｉｔｅ Ａｍｅｒｉｃａ』

ＣａｓｅＳｔｕｄｙ：Ｔｏｓｔｉｔｏｓ『Ｔｏｓｔｉｔｏｓ Ｒｅｕｎｉｔｅ Ａｍｅｒｉｃａ』

テクノロジーは素晴らしい。

友人との繋がりを維持できる。が!?

それはまた私たちを引き離しもする。

感情に訴える要素が人々とブランドとの距離を縮める。