Social Media Communicatioins for Social Enterprise

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    14-Dec-2014

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다음세대재단에서 추진하고 있는 인터넷 리더십 프로그램의 이로한으로 진행된 교육과정에서 사회적 기업 실무자 및 리더들을 대상으로 소셜 미디어 활용에 대한 교육을 진행

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1. A Guide to Corporate Social Media 2009 6 25 () , PR | | | PR | * Blog URL : http://www.junycap.com, http://edelmandigital.kr 2. 2.0 CSR 3. , - PR 2.0, PR, , (www.junycap.com) / (edelmandigital.kr) (practice) IT , IT , / , , PR , PR , , , , , , , 4. 2.0 5. 1.0 TV one-way comm. Radio 2.0 . 6. 1.0 - ! X ( ) 7. 2.0 Web2.0 is linking People ... ...People sharing, trading and collaborating ... http://www.junycap.com/blog/26 We will need to rethink copyright, identity, ethics, aesthetics, rhetoric, governance, privacy, commerce, love, family and ourselves 8. NGO 9. 6 77.1%, 35,360 10 30 : 2008 , , 2008 9 10. ( , 2008) : 1996 69.3% 2008 36.8% : (3.46) > TV(3.38) > (3.20) > TV/(3.18), (3.05) > (2.89) : TV(3.39) > (3.35) > (3.19) > TV/(3.14), > (3.11) , HP, GM 11. (Big Bang) , (social media universe) 12. (Social Media) , , , Wikipedia( ) MySpace( ) YouTube( ) Second Life( ) Digg( ) Flickr( ) Miniclip( ) , , , 13. 1992 - 2002: 2002 : , 14. ( ) , . 2.0 , , . 15. 2.0 & . . , . (Astroturfing) (Fake blog) (Ghost blogging) 16. ADVERTISING (X) Public Relations (X) (Conversation) (O) AD PR Pay for Pray for Space Conversation Space AD PR 17. ? . . ? 18. CSR 19. " CSR (Corporate Social Responsibility, ) . , , , , ." 20. , , : (globalization) 21. (Paradigm Shift) 20 21 NGO/NPO (1 Sector) (2 Sector) (3 Sector) 1970, NGO/NPO ( ) 22. (Corporate citizenship) = (Corporate Social Responsibility) = (Sustainable Business). / (Corporate responsibility/ sustainability) , 9/11 . . , , . . 23. , CSR: 1) CSR ; 2) CSR , , , ; 3) , , , , , , , 24. 4 : 4 : : (Philanthropic Responsibility) 3 : (Ethical Responsibility) 2 : (Legal Responsibility) , 1 : (Economic Responsibility) [: Carrol , 1979] 25. CSR CSR CSR , , 26. CSR : ; , ; , ; ; 27. CSR CSR , CSR CSR CSR CSR , & 28. ? , , . . , , . , 4 : marketplace, workplace, community environment. 29. ? Marketplace Audiences Community Audiences , , , : : ; ; ; ; ; (e.g. , , ; . ); ; NGO . Workplace Audiences Environment Audiences , , : : ; ( ; ; NGO ; ; ); ; . . 30. ? Marketplace Content . : ; ; ; ; ; , ; ; ; ; ; 31. ? Workplace Content , , . : ; ; ; ; ( , , ). 32. ? Community Content - , . : ( ); ; (/); ; . 33. ? Environment Content . : ; ; ; . 34. CSR ? . : , , , , , , , , , , . , , . , , . 2.0 . 35. 36. 37. 1. 2. 3. , , 4. , 5. 6. 7. 8. 9. 10. 38. Zappos Blogs http://blogs.zappos.com 12 Zappos.TV Zappos.tv (VIDEO) , , 70 Twitter Twitter.zappos.com 438 Facebook http://www.facebook.com/pages/Zapposcom/7172307686 9869 39. 1999: Almost nothing => 2000: $ 1.6 mm => 2001: $ 8.6 mm => 2002: $ 32 mm => 2003: $ 70 mm => 2004: $184 mm => 2005: $370 mm => 2006: $597 mm => 2007: $840 mm => 2008: Over $1 billion (goal) 40. 1991 NGO UN (General Consultative Status) , , , , 23 , 41. (www.goodneighbors.kr) ' ' (blo g.goodneighbors.kr) (www.givestart.org) 'NOW' (http://www.goodneighbors.k r/www/webmail/2009/0603/letter_090619.html) : 1 , 170 . UCC (brand.pandora.tv/7944) (happylog.naver.com /goodneighbors) 42. 1 , e- , , , , ' ' 7 1() , , ' ' 43. , : 6 9 'Daum tv' , 51,587 (2009 6 24 ) , , : 113,937 (6/9-10 ) : 2,470,000 , 9,300,000 '' : 3,575 4, 181 Analog(http://analogblog.tistory.com/40) , 44. ' ' . , , , . . , . ' ' . NOW (170) . , , . . '' , . ( ) , . 45. 46. (Pitching) (Contacting) (The Push Model) (Moving towards Pull) VS. 47. : David Wilcox, The Social Reporter(http://socialreporter.com) : 48. One Way Media Home base Media Social Media : 49. l 49 : 50. : ! ! ! : . . 51. Social Media Model Proposed AB 52. ! (Engagement) : 2009 100 , . (Education) : . (Awareness) : 1,000 , . (Knowledge) : . (Areas of interest) : / / . 53. & 5 10 15 20 Less Time More time : Beth Kanter (http://beth.typepad.com/) 54. ! ? ? , ? , , , ? ? , , , ? ? 55. (Ladder of Engagement) 4,775 6 RSS SNS (41%), (39%), (38%), (36%), (27%), (14%) : 2007 , 56. , ! RSS feed , . , . . 57. RSS : http://www.youtube.com/watch?v=0klgLsSxGsU 58. , , ! , ? , , , // ? , ? ? , RSS, . , . 59. ! , , . . , . . . 60. , ! : - , , . - , . [http://www.sun.com/communities/guidelines.jsp] : - . [http://blogcouncil.org/disclosure/content] 61. . , . , . . , , . . , . 62. REACTION MATRIX [http://junycap.com/blog/466] 63. ! , . 3 , . . = , , , . , , . , , , 64. ROI - , - - - - - - - - - - - - () - - - - 65. , , . , , . 3( 6) ( , , ) , . , , . . 66. ! . 42.195 km , 2 ~3 . . 67. MVP Conversation Audit Online Monitoring Establishing an Engaging Enriching Embracing online online content community Presence influencers 68. ITS YOUR TURN! 69. 1. ? 2. ? 3. ? ? ? 4. ? 5. ? 6. ? 1. ? 2. ? 3. ? 1. & ? ( ) 2. ? 3. ? 70. 1. (, ) ? ( PR !) 2. / ? 3. ? ( , , , , , , , ) 4. ? ( ) 6. ? ( SEO , , ) 1. 2. ? 3. ?