SNS발전과 마케팅 성공사례

소개글

최근 페이스북 트위터등 SNS가 무섭도록 성장하고 있다
SNS는 어떤 배경으로 성장하게 되었는지
SNS을 활용해 성공적인 마케팅을 이뤄낸 사례는 어떤것이 있는지
SNS는 왜 매력적인 시장인지를 살펴보고자 한다.

목차

제 1장 서론 ···························································································
제 1절 연구 배경····················································································

제 2장 SNS란 무엇인가?
제 1절 소셜미디어····················································································
제 2절 SNS·····························································································


제 3장 SNS의 발전배경···············································································

제 4장 SNS사용현황
제 1절 전세계 SNS사용현황·············································································
제 2절 국내 SNS 사용현황··············································································

제 5장 SNS 활용사례
제 1절 대기업 활용사례····················································································
제 2절 정치인 활용사례····················································································
제 3절 일반인 활용사례····················································································
제 4절 TV미디어와 SNS

제 6장 마케팅 왜 SNS인가?
제 1절 소비자 관점··························································································
제 2절 기업 관점·····························································································

제 7장 결론······································································································

본문내용

SNS(social network service)를 이해하기 위해서 먼저 알아야 할 개념은 바로 소셜미디어(Social Media)라는 개념이다. 소셜 미디어는 사람들이 자신의 생각과 의견, 경험, 관점 등을 서로 공유하고 참여하기 위해 사용하는 개방화된 온라인 툴과 미디어 플랫폼이다. 소셜 미디어는 그 자체가 일종의 유기체처럼 성장하기 때문에 소비와 생산의 일반적인 매커니즘이 동작하지 않으며, 양방향성을 활용하여 사람들이 참여하고 정보를 공유하며 사용자들이 만들어 나가는 미디어를 소셜 미디어라고 부른다.
여기서 우리가 주의 깊게 봐야 할 단어는 바로 양방향성이다. 기존의 미디어는 하나의 방향으로 일반적인 정보전달을 가장 큰 역할로 삼고 있었다. 즉, 정보를 전달하고 나면 기존 미디어의 역할은 거기서 끝이었다. 소셜미디어도 정보를 전달한다는 첫 시작은 기존의 미디어와 다르지 않다. 하지만 소셜미디어는 양방향성이라는 특징을 통해서 그 정보에 대해 토론하고, 공유하며, 발전시키고, 확산시킨다는 장점을 가지고 있다.
이런 소셜미디어에는 블로그, UCC등의 다양한 매체가 있는데 SNS역시 이 소셜미디어의 한 종류에 포함된다.

참고 자료

최재용 등(2010), 모든길은 SNS로 통한다, 비즈콜라
위키백과사전
배성환(2011), SNS 파워마케팅, 소리없이 세상을 지배한다. 명진출판
김대중(2011), SNS시대 새로운 기회를 창조하는 소셜리더라 되라. 다음생각
페이스북 분석전문 사이트, <www.socialbakers.com>
포춘 100대기업 소셜미디어 활용 현황, <http://www.flowtown.com>
유진평 외 4명(2010), 모바일 세상을 삼키다. 매일경제 신문사
Frobes.(2010년 08월 기준), <http://www.forbes.com/forbes/2010/0830/entrepreneurs-groupon-facebook-twitter-next-web-phenom.html>
Forbes (2009년 1월 22일)
<http://www.forbes.com/2009/01/22/influential-media-obama-oped-cx_tv_ee_hra_0122liberal_slide_25.html>
Fast Company. Top10 in 모바일 (2011)
<http://www.fastcompany.com/most-innovative-companies/2011/top-10-mobile.php#foursquare>
김중태(2010), 소셜네트워크가 만드는 비즈니스 미래지도, 한스미디어
김중태(2009), 모바일혁명이 만드는 비즈니스 미래지도, 한스미디어