110516_adtech_SF_Social_Media_hoso
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The document summarizes presentations from a marketing conference on social media. It includes summaries of talks by Brian Solis on the new laws of creativity in social media and gathering intelligence through best practices. It also lists presenters such as Aaron Mann from Socialarc and David Smith from Mediasmith who discussed social listening platforms. Max Heilbron from Goodby, Silverstein & Partners presented a case study on the "Tostitos Reunite America" campaign.
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110516_adtech_SF_Social_Media_hoso
- 1. ＡＤ：Ｔｅｃｈ ＳＦ Ｒｅｐｏｒｔ （２０１１０４１１～０４１３） ２０１1０５１６ Ａｔｓｕｓｈｉ ｈｏｓｏｋａｗａ
- 2. Ｓｏｃｉａｌ Ｍｅｄｉａ Ｔｈｅ Ｎｅｗ Ｌａｗｓ ｏｆ Ｃｒｅａｔｉｖｉｔｙ クリエイテブの新たな法則
- 3. ＭＡＲＫＥＴＩＮＧ ＭＡＳＴＥＲ Ｂｒｉａｎ Ｓｏｌｉｓ Ｐｒｉｎｃｉｐａｌ, Ａｌｔｉｍｅｔｅｒ Ｇｒｏｕｐ http://www.briansolis.com/ 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.
- 6. 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
- 7. 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。
- 8. 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 Ｐｅｏｐｌｅの 『Ｐ』は のステップ ５つの『Ｉ』 ５番目の要素 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）
- 9. ファンを数えることをやめ 体験を作り上げること 体験 の共有 報酬 知人友人 （ﾘﾜｰﾄﾞ） 専門家 ｲﾝﾌﾙｴﾝｻｰ 意図 目的
- 10. 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
- 11. 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
- 13. 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！ 対象外顧客 潜在 購入 ターゲット 顧客 顧客 顧客
- 14. 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！ 意図 本質 物語 価値 文化 エンゲージメント ソーシャルなコンテンツや取組み 最後の1マイル が未来のマーケティングを創る
- 15. バランスを見つけ大事な共有を維持する Ｆｉｎｅ ｔｈｅ Ｂａｌａｎｃｅ
- 16. Ｂｒｉａｎ Ｓｏｌｉｓの ソーシャルクリエイティブフレーム 目標の設定（設計） かけ合わせの定石
- 17. 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
- 19. ＳＰＥＡＫＥＲ （Sponsor Presentation） Ｊａｙ Ｓａｍｉｔ ＳｏｃｉａｌＶｉｂｅ , ＣＥＯ http://www.socialvibe.com/ 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).
- 21. 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
- 22. 購入を介し消費者をドライブする。
- 23. ＣａｓｅＳｔｕｄｙ：ＦａｒｍＶｉｌｌｅ Ｍｉｃｒｏｓｏｆｔ
- 25. Ｓｏｃｉａｌ Ｍｅｄｉａ Ｇａｔｈｅｒｉｎｇ Ｉｎｔｅｌｌｉｇｅｎｃｅ ｔｈｒｏｕｇｈ Ｂｅｓｔ Ｐｒａｃｔｉｃｅｓ ａｎｄ 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
- 26. ＭＡＲＫＥＴＩＮＧ ＭＡＳＴＥＲ Ｂｒｉａｎ Ｓｏｌｉｓ Ｐｒｉｎｃｉｐａｌ, 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.
- 27. ＰＲＥＳＥＮＴＥＲＳ Ａａｒｏｎ Ｍａｎｎ 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 ＣＥＯ, Ｓｏｃｉａｌａｒｃ 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/ Ｄａｖｉｄ Ｌ. Ｓｍｉｔｈ 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 ＣＥＯ, Ｍｅｄｉａｓｍｉｔｈ 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 http://www.mediasmith.com/ and consistent outstanding service to the digital marketing industry.
- 28. 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 ﾋﾞｼﾞﾈｽ 収集 整理 ｱﾌﾟﾘ ﾀﾞｯｼｭ 施策 ﾎﾞｰﾄﾞ 分析 知見
- 30. 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 データ取得 計測・測定 ユーザーへのアクセス
- 31. 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 目標 × ツール × 人 リーチ拡大 → 顧客開発 → ＲＯＩ向上
- 33. Ａｕｄｉｅｎｃｅ Ｄｅｖｅｌｏｐｍｅｎｔ 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。
- 35. ＳＰＥＡＫＥＲ （Sponsor Presentation） Ｍａｘ Ｈｅｉｌｂｒｏｎ Ｂｒａｎｄ Ｓｔｒａｔｅｇｙ Ｄｉｒｅｃｔｏｒ, Ｇｏｏｄｂｙ, Ｓｉｌｖｅｒｓｔｅｉｎ & Ｐａｒｔｎｅｒｓ http://modmengsp.com/max-heilbron/ 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 http://www.goodbysilverstein.com/ 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.
- 37. ＣａｓｅＳｔｕｄｙ 『Ｔｏｓｔｉｔｏｓ Ｒｅｕｎｉｔｅ Ａｍｅｒｉｃａ』 http://www.facebook.com/Tostitos?sk=app_158498747530557
- 38. ＣａｓｅＳｔｕｄｙ 『Ｔｏｓｔｉｔｏｓ Ｒｅｕｎｉｔｅ Ａｍｅｒｉｃａ』 １ ２ 投稿 投票 ３ 再会 ＆商品 ４ 公開
- 39. 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。