1. charles.chen@isobar.com xxc.chen@gmail.com clavenke@ntnu.edu.tw1

2. FacebookFacebookFacebookFB2 3. Kaplan, A. M., & Haenlein, M. (2010).Users of the world, unite! The Challenges and opportunities of social media.Business Horizons (2010), 53, 59-68. 3 4. (Social Media)Web 2.0(UserGenerated Content) 4 5. (social presence)(interpersonal vs. mediated) (synchronous vs. asynchronous) (media richness) 5 6. ( ) 6 7. / /(Facebook) (Second Life) (Wikipedia) (Youtube)(World of Warcraft) 7 8. 8 9. in YouTubehttp://www.youtube.com/watch?v=2hjNPdLQkMY 9 10. @--(10 11. LibraryThinghttp://www.librarything.com/ 11 12. http://www.ireading.cc/iReading 12 13. Show Your Library in Amazon13 14. AquaBrowser in Queens Library14 15. Virtual Library in Second Life 15 16. SG@NCTU16 17. 17 18. Facebook 18 19. Facebook 19 20. FacebookMark Zuckerberg20042201259 (personal profile) 20 21. FaceBook 2828 10066 1007 6862150 1716944375 2415634375 9 9 10011 100 8810011 100 12758 32 67 20 0 00 =28=6(2010)Facebook21 22. Facebook(2010) 1309811660.170.3811.428 0.932.1685.548 3 18 38 40.39 1.474 1.330.11 0.158 0 15 19 00.27 1.526 00.73 0.368 22 23. Facebook(2010) 1 10 7 3 21 4 6 39 52 5 4 8 4 97Facebook 7 Facebook 5 1 42 13 24 5 6 6 5 FacebookFacebook23 24. http://www.facebook.com/pages/create.php?ref_type=sitefooter 24 25. Facebook 25 26. 26 27. Facebook 27 28. Facebook 28 29. Facebook () (Build) (Amplify) FB(Ads) Social Plugin Graph API (Sponsored Stories) Apps on FB (Engage) 29 30. FBFB FB FBGraph APISocial Plugins 30 31. (Like) () LikeGraph APISocial PluginsFB AdsSponsored Stories Page InsightsCampaign Reporting 31 32. Wiki (2006)Wiki3243(3): 285-307 33. FB(Insights) 33 34. (Total Likes)(Friends of Fans) (People Talking about This) (Total Reach) 34 35. () (Reach) (Engaged Users) (Talking about This) (Virality) (Talking about this) / (Reach) (Viral Reach) 35 36. 36 37. 37 38. 38 39. 39 40. 40 41. /Web2.0 41 42. 42 43. (Marketing)Market: , 1. 2. 3. 43 44. Marketing = Make Market = (Kotler, 2008)(need) (want) (marketing) / / / Google/(marketing) (want), (need)(market)45 Kotler, P., et. al. (2008). Principles of marketing (5th ed.). 45. : (need): ()(want): 46 46. 2007 9 14 13755855 47 47. 48 48. (Philip Kotler) (Peter Drucker)50 49. .. 51 50. (marketing mix)4P4C Product (offering)Customer value Price Cost Place Convenience Promotion Communication/ 52 51. 53 52. 1 Design house 2 Production Studio 3 .. 4 5 54 53. Media, Landing & ConversionClickClick Through Rate50%Conversion Rate 25%12.5%Goal55 54. (Key Performance Indicators) KPI (Return On Investment)ROI 56 55. : ImpressionClicks (Cost Per MilleCPMCPM Click through rate CTR Click / Impression Cost Per ClickCost Per Thousand Click-Through) CPC 57 56. : VisitsPage Views Members (/)Leads/Time spent ()Conversion Rate CPLCost per lead CPACost per action 58 57. 59 58. PRACTICE (2010-05-25 18:05) 60 59. Celebrity READ poster campaignPRACTICE61 60. 62 61. Facebook Size mattersThe medium is the messageSocial media gurus really do existSocial media is new mediaSocial media can be effectively outsourced to a PR firm http://www.entrepreneur.com/blog/22007263 62. 64 63. = Blog = FB = Plurk = Facebook = Facebook = Google analytics = = 65 64. .BlogBlog. PlurkPlurk PlurkFacebook 66 65. = SNS The effort of CONVERSATIONSeeding >> Feeding>> Weeding>> 67 66. WEB2.0 , 68 67. 89818 . 69 68. FacebookYouTubeYouTubeFacebook(profile pic)(Kit-Kat):-- 70 69. DELL999 facebook Twitterflickr DELLFacebook PTTSN Youtube 71 70. / 72 71. Owned Media Bought Media Earned Media(,,) ()From Aegis Media 73 72. FBYouTubeTwitter 74 73. 75 74. 76 75. (29) 7-11 OR Open () 100 (9) () 77 76. Plurk78 77. 79 78. 80