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Vol.85 2016-03-21

Innobirds social weekly review vol.85

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Page 1: Innobirds social weekly review vol.85

Vol.85��2016-03-21�

Page 2: Innobirds social weekly review vol.85

“�Instagram’s�Algorithmic�Feed�”�인스타그램�사용자들이�피드�콘텐츠의�평균�70%를�

놓치고�있다고�합니다.�생각했던�것보다�꽤�높은�수치죠?�

실사용자�수가�4억�명이�넘는�플랫폼으로�성장해�엄청난�

양의�사진과�영상이�공유되다�보니�놓치는�부분이�발생하는�

놓치지�않도록�인스타그램에도�페이스북과�같은�뉴스피드��

알고리즘이�조만간�적용된다고�합니다.�

것�같습니다.�앞으로�사용자들이�피드에서�중요한�순간을��

Page 3: Innobirds social weekly review vol.85

㈜이노버즈미디어 www.innobirds.com Email. [email protected] Tel. 02-538-8847

15.�[Facebook]�Facebook�‘Pages�to�Watch’�활용�방법��������-�경쟁사�페이지의�페이스북�활동,�engagement,�audience�growth�등을�비교하기�위한�기능�����������설정�방법.�������

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�<http://www.socialmediaexaminer.com/facebooks-pages-to-watch/>��

�16.�[Infographic]�페이스북�프로모션/이벤트�진행�유의사항�������-�페이스북�개인�프로필�이벤트�진행�금지,�타�페이지�좋아요�요구�등�알아야�하는�유의사항�정리.��

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<http://www.insidefacebook.com/2014/07/16/infographic-is-your-facebook-contest-legal/>�

�17.�[Vine]�Vine의�인기는�과연�어느�정도?��������-�총�4천만�명의�유저가�가입되어�있으며,�매초마다�5개의�Vine�영상이�트윗됨.�

������-�유저�중�57%는�여성이며,�가장�큰�연령대�그룹은�18-20세로,�특히�주말에�활동이�급증하는�편.�����

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<http://mashable.com/2014/07/16/vine-statistics/�>�

Volume�#2��[2014.07.21]�

Instagram�Feed���인스타그램�알고리즘�적용�예정�소식��

인스타그램에�알고리즘을�도입하게�되면�게시�순서가�아닌�사용자의�관심사에�맞춘�피드가�보이게�됩니다.�이에�대해�많은�마케터가�당혹스러워하는데�과연�어떻게�대비해야�할까요?��

3/15/2016�<http://blog.instagram.com/post/141107034797/160315-news>��3/16/2016��<http://bit.ly/Instagram_algorithmic_feed>��

•  알고리즘이�적용되면�사용자들이�‘가장�관심�가질만한’�콘텐츠가�먼저�노출됩니다.�담당�브랜드�콘텐츠와�평소�인게이지를�활발하게�하던�사용자들에게는�더�많이�노출되니�오히려�기회가�될�수�있습니다.��

•  페이스북이�2013년에�알고리즘을�적용했을�때�노골적으로�‘좋아요’를�바라는�페이지의�콘텐츠는�잘�노출되지�않도록�알고리즘을�조정했습니다.�그러므로�앞으로�인스타그램에서도�스팸성�콘텐츠를�게시하지�않는�것이�좋을�것�같습니다.�

•  다른�소셜�네트워크에서도�경험했듯이�광고�전략이�결국�오가닉�도달에도�영향을�미칩니다.�효과적인�광고�전략�기획에�신경을�써야�할�것입니다.�

•  인플루언서들은�비슷한�성향의�사용자�집단과�인게이지하는데�집중합니다.�피드�상위에�노출될�가능성이�크기�때문에�인플루언서�활용�전략에�더욱�집중하는�것이�좋겠습니다.�

[인스타그램�알고리즘�적용�소식에�대한�부정적인�반응]�

Page 4: Innobirds social weekly review vol.85

㈜이노버즈미디어 www.innobirds.com Email. [email protected] Tel. 02-538-8847

15.�[Facebook]�Facebook�‘Pages�to�Watch’�활용�방법��������-�경쟁사�페이지의�페이스북�활동,�engagement,�audience�growth�등을�비교하기�위한�기능�����������설정�방법.�������

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�<http://www.socialmediaexaminer.com/facebooks-pages-to-watch/>��

�16.�[Infographic]�페이스북�프로모션/이벤트�진행�유의사항�������-�페이스북�개인�프로필�이벤트�진행�금지,�타�페이지�좋아요�요구�등�알아야�하는�유의사항�정리.��

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<http://www.insidefacebook.com/2014/07/16/infographic-is-your-facebook-contest-legal/>�

�17.�[Vine]�Vine의�인기는�과연�어느�정도?��������-�총�4천만�명의�유저가�가입되어�있으며,�매초마다�5개의�Vine�영상이�트윗됨.�

������-�유저�중�57%는�여성이며,�가장�큰�연령대�그룹은�18-20세로,�특히�주말에�활동이�급증하는�편.�����

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<http://mashable.com/2014/07/16/vine-statistics/�>�

Volume�#2��[2014.07.21]�

Social�Media�Tool�소셜미디어�이미지�리사이징�툴��

스프라우트�소셜(Sprout�Social)이�아주�유용한�이미지�리사이징�툴을�무료로�출시했습니다.�‘랜드스케이프(Landscape)’라고�불리는�이�툴은�트위터,�페이스북,�인스타그램을�포함한�총�7개�소셜�채널의�이미지�규격에�맞춰�이미지를�조정할�수�있도록�도와줍니다.�사용�방법을�아래에�간단히�정리했습니다.��

①  사이즈를�조정하고자�하는�이미지를�업로드합니다.�

②  트위터,�페이스북,�인스타그램,�링크드인,�구글플러스,�핀터레스트�그리고�유튜브�중�원하는�채널을�고른�후�다음을�누릅니다.�특정�소셜�채널을�고르지�않고�커스텀�제작할�수�있는�기능도�있습니다.��

③  프로필�이미지,�커버�이미지�등�선택한�소셜�채널의�다양한�이미지�유형�중�원하는�유형을�고릅니다.�

④  마지막으로�크롭�기능으로�이미지를�다듬은�후�완성된�이미지를�다운로드�합니다.�

3/15/2016�<http://marketingland.com/sprout-social-landscape-168578>��

[Landscape�by�Sprout�Social:�http://sproutsocial.com/landscape]�

Page 5: Innobirds social weekly review vol.85

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

㈜이노버즈미디어 www.innobirds.com Email. [email protected] Tel. 02-538-8847

Volume�#2��[2014.07.21]�

15.�[Facebook]�Facebook�‘Pages�to�Watch’�활용�방법��������-�경쟁사�페이지의�페이스북�활동,�engagement,�audience�growth�등을�비교하기�위한�기능�����������설정�방법.�������

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�16.�[Infographic]�페이스북�프로모션/이벤트�진행�유의사항�������-�페이스북�개인�프로필�이벤트�진행�금지,�타�페이지�좋아요�요구�등�알아야�하는�유의사항�정리.��

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<http://www.insidefacebook.com/2014/07/16/infographic-is-your-facebook-contest-legal/>�

�17.�[Vine]�Vine의�인기는�과연�어느�정도?��������-�총�4천만�명의�유저가�가입되어�있으며,�매초마다�5개의�Vine�영상이�트윗됨.�

������-�유저�중�57%는�여성이며,�가장�큰�연령대�그룹은�18-20세로,�특히�주말에�활동이�급증하는�편.�����

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<http://mashable.com/2014/07/16/vine-statistics/�>�

작년에�페이스북은�사용자들이�프로필�사진�변경을�통해�특정�사회�이슈에�대한�지지를�표명할�수�있는�기능을�소개했습니다.�이제는�사회�이슈뿐만�아니라�스포츠팀에�대한�지지�성향까지�나타낼�수�있게�되었습니다.���

Facebook�Profile�Picture��페이스북�프로필�사진�프레임�변경�기능���

�•  프로필�사진�프레임을�설정하려면�facebook.com/profilepicframes로�이동�후�프리미어�리그,�분데스리가,�미국�메이저리그�등�다양한�카테고리�중�하나를�고릅니다.�그리고�선택한�스포츠�리그에�속한�다양한�스포츠팀�중�원하는�팀을�선택합니다.��

•  현재�카테고리�종류에는�환경,�보건�등�사회적인�문제�해결을�지지하는�활동과�관련된�코즈(Causes),�영화,�스포츠�리그�및�이벤트가�있습니다.�생일과�같이�내용이�빈�카테고리도�있는데�이는�나중에�페이스북이�계속해서�새로운�항목을�추가할�가능성이�있다는�걸�보여줍니다.�

3/16/2016�<http://bit.ly/fb_profile_pic_frames>��

[레알�마드리드�프레임�적용�모습]� [다양한�카테고리]�

Page 6: Innobirds social weekly review vol.85

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㈜이노버즈미디어 www.innobirds.com Email. [email protected] Tel. 02-538-8847

Dove�#SpeakBeautiful�Campaign�도브의�#SpeakBeautiful�트위터�캠페인���

도브(Dove)가��내재된�아름다움을�강조하는�#�SpeakBeautiful��캠페인을�위해�트윗�내용을�분석하는�툴을�소개했습니다.�이�툴은�사람들이�외형�및�외모와�관련해�어떤�단어들을�사용하는지�분석해줍니다.�

•  사용자들이�도브�트위터�공식�계정의�트윗�중�#SpeakBeautiful�해시태그를�포함한�내용을�리트윗하면�도브가�자동으로�커스텀된�마이크로사이트의�링크가�담긴�답장을�보냅니다.��

•  이�마이크로사이트는�사용자�개개인의�트위터�데이터를�분석해�외형�및�외모에�관해�‘못생겼다,�뚱뚱하다’�등�부정적인�단어를�얼마나�사용했는지�보여줌으로써�몸에�대해�비난하는�행위를�그만하자는�메시지를�전달합니다.�

•  도브의�자체�조사에�따르면�여성의�80%가�소셜미디어에서�외형�및�외모와�관련해�부정적인�내용을�읽는다고�합니다.�

3/12/2016�<http://bit.ly/Dove_Twitter_SpeakBeautiful>��

Page 7: Innobirds social weekly review vol.85

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

㈜이노버즈미디어 www.innobirds.com Email. [email protected] Tel. 02-538-8847

15.�[Facebook]�Facebook�‘Pages�to�Watch’�활용�방법������-�경쟁사�페이지의�페이스북�활동,�engagement,�audience�growth�등을�비교하기�위한�기능���������설정�방법.�������

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<http://www.socialmediaexaminer.com/facebooks-pages-to-watch/>���

�16.�[Infographic]�페이스북�프로모션/이벤트�진행�유의사항������-�페이스북�개인�프로필�이벤트�진행�금지,�타�페이지�좋아요�요구�등�알아야�하는�유의사항�정리.����

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�<http://www.insidefacebook.com/2014/07/16/infographic-is-your-facebook-contest-legal/>�

�17.�[Vine]�Vine의�인기는�과연�어느�정도?�������-�총�4천만�명의�유저가�가입되어�있으며,�매초마다�5개의�Vine�영상이�트윗됨.������-�유저�중�57%는�여성이며,�가장�큰�연령대�그룹은�18-20세로,�특히�주말에�활동이�급증하는�편.��

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<http://mashable.com/2014/07/16/vine-statistics/�>�

Volume�#2��[2014.07.21]�

젊은�세대의�미디어�소비가�점점�늘어나는�추세입니다.�1980년∼1995년에�태어난�‘밀레니얼�세대’와�1996년부터�2010년�사이에�태어난�‘Z�세대’의�비디오�콘텐츠�소비에�대해�정리한�인포그래픽을�살펴보겠습니다.��

Millennials�&�Generation�Z�밀레니얼�세대와�Z세대의�비디오�소비���

3/14/2016�<http://bit.ly/millennial_generationz_video>��

<비디오를�시청하는�이유>��①  지루함을�달래기�위해�(77%)�②  스포츠,�연예인,�패션�등�각종�트렌드를��

따라잡기�위해�(63%)�③  스트레스�해소를�위해�(61%)�④  최신�비디오�또는�최신�행사에�대해�알기��

위해�(60%)�⑤  가족�및�지인과�시간�보내기�위해�(58%)�

<비디오�콘텐츠�광고에�대한�생각>��•  응답자의�63%는�디지털�셀럽들이�생계

를�유지하기�위해�운영하는�채널에�광고를�싣는�게�필요하다고�답했습니다.�

•  응답자의�58%는�좋아하는�디지털�셀럽을�위해서라면�광고를�시청해도�상관없다고�밝혔습니다.��

<선호하는�비디오�제공�사이트>��•  유튜브(67%)가�1위이고�그�뒤를�넷플릭

스(51%)가�차지했습니다.�

Page 8: Innobirds social weekly review vol.85

㈜이노버즈미디어 www.innobirds.com Email. [email protected] Tel. 02-538-8847

15.�[Facebook]�Facebook�‘Pages�to�Watch’�활용�방법������-�경쟁사�페이지의�페이스북�활동,�engagement,�audience�growth�등을�비교하기�위한�기능���������설정�방법.�������

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<http://www.socialmediaexaminer.com/facebooks-pages-to-watch/>���

�16.�[Infographic]�페이스북�프로모션/이벤트�진행�유의사항������-�페이스북�개인�프로필�이벤트�진행�금지,�타�페이지�좋아요�요구�등�알아야�하는�유의사항�정리.����

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�<http://www.insidefacebook.com/2014/07/16/infographic-is-your-facebook-contest-legal/>�

�17.�[Vine]�Vine의�인기는�과연�어느�정도?�������-�총�4천만�명의�유저가�가입되어�있으며,�매초마다�5개의�Vine�영상이�트윗됨.������-�유저�중�57%는�여성이며,�가장�큰�연령대�그룹은�18-20세로,�특히�주말에�활동이�급증하는�편.��

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Volume�#2��[2014.07.21]�