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TOR

1Bain-Template

농촌진흥청 블로그기자단 교육 2013.10.11

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2Bain-Template

소셜미디어 , SNS 개념

검색환경의 변화

SNS 적극적인 소통

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TOR

3Bain-Template

http://itprobono.tistory.com

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TOR

농업인도 SNS

4

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TOR

5

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

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소셜미디어 4 대 천황

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소셜미디어

• 이슈가 되는 이유 ① 정보를 빠르게 전달 ② 사용자가 만들어 나감 ( 시민공동생산 ) ③ 무한대로 퍼져나가 여론을 형성 -> 언론의 권력이동을 의미

일반인이 주도하는 쌍방향 소통이 가능한 개방된 매체 [ 이동훈 삼성경제연구소 수석연구원 ]

정보의 개방화와 민주화를 촉진

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TOR

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소셜네트워크서비스 (SNS)

SNS (social network service)- 대표적 소셜미디어 . 사람들과 인맥을 쌓고 서로

소통할 수 있도록 도와주는 ‘ 온라인 인맥관리서비스’ 온라인 인맥관리 서비스

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TOR

10Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

11Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

12Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

13Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

14Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

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자신을 알리는 효과적인 수단

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TOR

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

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검색친화적

다양한 컨텐츠 기록 가능

확장이 용이해

소셜미디어 채널의

Basecamp 역할 가능온라인 일기장

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TOR

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가입자형 블로그 중간 형태 설치형 블로그

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어떻게 글을 써야 고객이 검색할 수 있을까 ?

오래 머물까 ?

매출이 일어날까 ?

고객 ( 독자 ) 의 성향 , 요구를 잘 파악한 후

스토리텔링 중요

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TOR

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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

21Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

22Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

23Bain-Template

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검색엔진마케팅의 환경변화

24Bain-Template

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어뷰징이란 ?

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어뷰징 (Abusing) 이란 남용 , 오용 등을 뜻함 . 인터넷 검색 , 마케팅 측면에서는 검색어를 이용해 클릭수를 늘리려는 행위 ,클릭수를 조작하여 검색 결과의 최상위에 노출하는행위 , 특정 콘텐츠를 반복 삽입하여 검색 상위에 노출하는 행위 , 스팸을 이용해 쇼핑몰에 강제로 이동시킴 ,다량의 연관 검색어를 만들어 강제로 홈페이지나 쇼핑몰로 유도하는 행위 등

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TOR

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리브라

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TOR

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좋은 문서좋은 문서

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TOR

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기계적 생성 숨겨놓은 키워드 강제 리다이렉트 복사 : 뉴스 / 블로그 / 게시판 / 트위터 및 기타 웹

페이지의 내용을 단순히 복사도배성 : 동일한 내용을 단일 블로그 또는 여러 블로그에

걸쳐 중복해서 생성하는 경우조작행위 : 여러 ID 를 사용하여 댓글을 작성하거나 방문

조작 신뢰성부족 : 상품이나 서비스에 대한 거짓 경험담으로

사용자를 속이는 문서

나쁜 문서나쁜 문서

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TOR

29Bain-Template

블로그 독자들의 공통된 관심

블로그 독자들의 특징

자연과 환경에 대한 애착 아이들의 교육 안전한 먹거리 고향 , 추억 , 효도에 대한 간절함

• 제목을 보고 선택을 한다 .• 첨부된 사진에 흥미를 느끼고 클릭하게 된다 .• 미괄식 보다는 두괄식 , 결론을 먼저 보고 싶어한다 . • 간결하지만 내용이 있는 글에 신뢰를 가진다 .• 정보와 함께 이야기가 있는 글 , 감성이 묻어나는 글을 좋아한다 .

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TOR

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블로그 소재 찾기 블로그 소재 찾기

- 독자들이 알고 싶고 궁금해 하는 게 뭔지 독자 입장에서 생각

- 질문 , 댓글 , 유입키워드 , SNS 에서의 반응 등을 살피면서 소재를 찾자 .

* 소재 선정 기준

․ 재미있는가 ․ 새로운가 ․ 계절 , 시사성이 있는가 ․ 유익한가 ․ 현장의 생생함을 담을 수 있는가 ․ 대중들이 관심을 가질만할 내용인가

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TOR

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현장 취재시 고려할 점

- 사전 조사를 해서 대략적 취재 초점을 정한다 .

- 초점에 맞춰서 취재하려고 노력한다 .

- 독자들이 뭘 궁금해할지 계속 반문하면서 취재한다 .

- 기사 내용을 뒷받침할 수 있는 객관적인 자료를 확보한다 . ( 기사 자료 , 문서 , 관련 사진 등 )

- 재미와 감동이 있는 이야기를 찾도록 노력한다 .

- 좋은 사진 찍기

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TOR

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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

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본문 쓰기

- 사진 등 자료를 챙기면서 이야기 구상- 이야기를 담아 감성적으로 접근하되 , 읽기 편하게 쓴다 .- 본문에 제목을 한번 더 적어주고 , 키워드를 앞에 나오도록 결론을 먼저 적어준다 . - 가독성 : 보기 편한 글씨체와 크기 (11~12P), 줄간격(160%), 문단 띄우기 , 중간제목을 쓰는 게 보기에 편하다 . (필요한 경우 박스를 치거나 번호를 매기면서 내용을 잘 전달하도록 애쓴다 .)- 효과적인 사진 배치 ( 글 - 사진 - 글 - 사진 형식 , 세로사진 스크롤 압박 고려 ) - 사진에 있는 내용은 검색 적용이 안되니 사진에 있는 내용이더라도 꼭 본 문에 글을 다시 써준다 . - 사진 , 동영상에도 태그 적용 - 글의 적당한 길이도 중요 , 내용이 많을 경우 나누어서 쓰고 예고를 한다 .

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TOR

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문장 쓸 때 유의점

- 구어체로 두 줄 안 넘게 짧게 쓴다 .

- 호흡이 안 막히게 쓴다 .

- 수식어는 되도록 하나만 쓴다 .

- 전문용어 , 애매한 단어는 피한다 .

- 주어와 술어 맞춰보기

- 감정표현 줄이고 , 상황을 보여주기

- 맞춤법 검사기사용 (http://speller.cs.pusan.ac.kr)

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TOR

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- 블로그에 기획의도에 맞는 키워드를 집중해서 꾸준히 포스팅하는 게 좋다 .

- 키워드를 제목 , 내용 , 사진 , 태그에 넣어주는 습관을 기른다 .

- 키워드는 글 앞쪽에 위치하는 게 좋고 , 키워드 간격은 좁을수록 , 많이 등장 할수록 좋다 .

- 꾸준한 포스팅과 소통을 통해 블로그 자체 레벨도 함께 올린다 .

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TOR

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CCL 에 대한 이해

크리에이티브 커먼스 라이센스 (CCL) 로 자신의 저작물 사용 허용범위를 표시하는 제도

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

SNS 와의 적극적 소통 , 모바일 최적화

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반응형 홈페이지

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

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• 페이스북 친구 맺기 - 지인네트워크 - 온라인 인맥을 확장시켜줌

• 페이스북의 특징 - 정보의 공유와 참여가 쉽다 . - 입소문의 효과가 크다 . - 친구가 없으면 아무것도 이루어지지 않는

관계망 - 웹사이트 연동 , 무한한 확장성

페이스북

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

공유와 추천을 통한 입소문

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

42Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

43Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

블로그 연동 그 효과는 ?

45Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

46Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

47Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

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1. 많이 들어주고 호응해주면서 따뜻한 공감능력을 키운다 .

2. 생활 현장을 틈나는대로 사진 찍어서 페이스북에 올린다 . 페이스북을 농장 앨범으로 ! ( 자료관리 )

3. 글쓰기의 비법 : 짧게 쓰고 많이 쓰기 -> 페이스북 활용

4. 감성적이고 인간적이면서 정직한 나만의 컨텐츠를 기획한다 . ( 신뢰 + 전문성 )

5. 블로그 : 거론될 만한 이야기를 주제로 쓰고 , 작성한 후 페이스북과 트위터에 효과적으로 알리고 , 방문자들을 열심히 접대한다 .

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

SNS 적극적 소통법

1) 페이스북 설정과 사용법i 기본 정보 충실히 ( 웹사이트에 블로그 소개 필수 , 이메일

표시 )

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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

SNS 적극적 소통법

1) 페이스북 설정과 사용법i 계정 설정 : 사용자이름 (URL) 정하기i 알림 설정

52Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

SNS 적극적 소통법

1) 페이스북 설정과 사용법i 친구 찾기

- PC 에서 [ 친구 찾기 ]: 거주지 , 출신지 이용

- 휴대폰에서 친구 찾기

53Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

SNS 적극적 소통법

1) 페이스북 설정과 사용법i 쌍방향 소통 - ‘ 좋아요’ , 댓글달기 , ‘ 공유하기’

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This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

SNS 적극적 소통법

2) 농촌진흥청 페북페이지 홍보 및 활성화 지원 i 프로필 경력에 넣기 – 농진청 블로그기자단

55Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

SNS 적극적 소통법

2) 농촌진흥청 페북페이지 홍보 및 활성화 지원 i 농진청 페북 페이지– ‘ 좋아요’ ‘알림 받기’

56Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

SNS 적극적 소통법

2) 농촌진흥청 페북페이지 홍보 및 활성화 지원 i 농촌진흥청 행사 참여 사진 농촌진흥청 페이스북에 올리기

57Bain-Template

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

TOR

SNS 적극적 소통법

3) 농촌진흥청 트위터 팔로우 및 리트윗i http://twitter.com/love_rda

4) 홈페이지 , 블로그 홍보 및 활성화 지원 i 홈페이지 ▶ 링크 공유 i 다음 블로그 ▶ 소셜 버튼 사용 공유i 네이버 블로그

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