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Platform Target Clustering: Economies of Meaning Drive Audience Engagement
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강정수 연세대학교 커뮤니케이션연구소 연구원 (전) 한겨레 21 베를린 통신원 독일 비텐대학교 (미디어) 경영학 박사
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Platform Target Clustering: Economies of Meaning Drive Audience Engagement
1.
, @npool 1
2.
• Google
! 2
3.
•
: • : Pla0orm Target Clustering • : • , : 3
4.
, 4
5.
= + (reason to pay): (meaning to pay): 5
6.
6
7.
• Pla0orm Target Clustering: 7
8.
! / ! 8
9.
=
= 9
10.
(tsd.) 10
11.
11
12.
= 12
13.
= • = (informa@on needs) • = 13
14.
,
? 14
15.
:
! 15
16.
1:
(commodity) ‘ ’ • / • = • → 16
17.
2:
Target Cluster 17
18.
1 • Pla0orm Target Clustering • , → (reason to pay) • → 18
19.
2 • 1: Learnig English With The New York Times • 2: Spiegel Wissen ( ; ) • 3: Hyperlocal Journalism → 5 ? • 4( ): / • 5( ): 19
20.
• (Belonging): → ??? • (? Feeling Important) • (Social Distribu@on) 20
21.
Pla0orm Target Clustering •
= = coverage waste • accurate audience iden@fica@on 21
22.
22
23.
•
+ • • + (transac@on cost) ? 23
24.
(Economies of meaning) 1 •“ / ” (From Great to Good Businesses by Umair Haque) • Good Business ≠ Don’t be evil! → 24
25.
2 • ← , , , • (trust) . • • (= ) 25
26.
3 •‘ / ’ (= , ) ‘ (economies of scale)’ , •‘ ’ ‘ ’, ‘ ’, ‘ ’ . • , ‘ (culture of meaning)‘ . 26
27.
• • : + • : (meaning to pay) • 27
28.
1 • : (Flafr), (Fraxion) • , • → ? 28
29.
• hfp://www.youtube.com/watch?v=kwvExIWf_Uc
29
30.
• hfp://www.youtube.com/watch?v=kwvExIWf_Uc
30
31.
• Peter Sunde: hfp://en.wikipedia.org/wiki/Peter_Sunde • The Pirate Bay: BitTorrent • ‘ ’ •“ ‘ ’ ” • → 31
32.
2 •‘ ’ • : • ‘ ’ • → : / • Going from Great to Good! • • Open innova@on demands good behaviour first! 32
33.
/ 33
34.
1 •
‘ (linear)’ • 1: ‐ ‐ • / • 2: ‐ • : ‘ ’ ? • 34
35.
35
36.
2 •
• / , • : • : ‘ (afen@on)’ • : (Linking Value) 36
37.
3 •
•‘ ’ , • , , → ! 37
38.
! 38
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