אסטרטגיה ומתודולוגיה של מדיה רישתית שיחתית

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    26-May-2015

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<ul><li> 1. 0.2 Intelligence -, " </li></ul> <p> 2. ( ) 3. , .1 01 . "" .2 . , /http://bestbuyideax.com .3., " .4 4. - 5. 6. : 7. Trends of Social MediaForrester ResearchConsumers trust each other first Losing faith in corporate messagesForrester Study Consumers trust in ads plunged 41% in last three years 69% of them are interested in products/services that letsthem avoid ads 92% cite that WOM is the best source for researching newproducts Most people trust discussion boards/forums/wikis/blogsthan ads in the media11 8. Trends of Social Media Juniper ResearchStudy showed that 77% of online shoppers read consumer product reviews andratings before making a purchase $2 Billion of online travel purchases a year are affected bysocial media 24% of online car shoppers have changes their mind about avehicles purchase based on social media 51% of journalists read blogs for story ideas 28% of top search engine results are social media sites 12 9. Social MediaA Shift to Publishing a ConversationTraditional onlinetactics focus onTraditional crafting institutional messages andassets then mass Institutional Voice Audience distributing them to a core audience. Social Media focuseson enabling andpublishing a conversationSocial Media between multipleparties where the community has a steak in the dialogue Blogs Communities 13 10. Forrester ResearchSocial Technographics Latter of Participation 14 11. In the traditional funnel metaphor, consumers start with a set of potential brands and methodically reduce that number to make a purchase. 12. In Conversational metaphor, which is less linear and more complicated than the funnel suggests, two-thirds of the touch points during the active-evaluation phase involve consumer- driven activities such as Internet reviews and word-of-mouth recommendations from friends and family. 13. ? ( : ) ( : ) : , , , , , -: , , , , , , , : , , ' 14. 15. .1 ( ), . .2 .3 : , .4 , .5 - .6 .7ROI .8 16. Google Search Twitter search Google News Google Bloog searchiGoogle.com Delicious.com 17. , )03-02( 18. Conversation Conversation Warehouse Mining' 19. ROI and ConversatioPeoplebrowsr showed a demo in which airlines were ranked by the sentiment expressed about each brand on Twitter, and Virgin America was on top. Peoplebrowsr highlighted the ability to analyze conversational sentiment by industry through the alignment of positive, neutral, and negative conversations and perception by brand. 20. CRM .Faceforce Social network CRM .)) . CRM on-demand salesforce.com AppExchange - : . salesforce.com . APIs . " ", " " , . (https://www.visiblepath.com)Visible CRM ORACLE . ,path .demo ,Visible path CRM on demand CRM .CRM 21. Qualitative Benefits LoyaltyTrustPassionInteraction Brand Awareness 22. , , , 23. 24. 25. %6 , %01 , 51 % 26. BI 27. : 28. Slifter Available on:BlackBerry and iPhone While this app doesn't boast e- commerce capability, it does allow the user to compare prices of 300 million products and see where they're available nearby. Slifter also includes gift guides, product promotions and a share button that allows the user to e-mail info to friends. 29. Amazon Available on: Blackberry and iPhoneThrough Amazon's app the user can access an existing Amazon account to add to a wish list, read customer reviews, view products, compare prices, track shipping and of course, make purchases from Amazon and its hundreds of retail partners. 30. The Mobile iGoogle of Tourism Think Travelocity, OpenTable, Ticketmaster, Boston Coach, UPS, Kinkos and hundreds of other sites all in a single system. 31. Citysense is an mobile application for local nightlife discovery and social navigation, answering the question, Where is everybody?Macrosense is a real-time location data aggregator. At the heart of Macrosense are powerful machine learning algorithms that process time- stamped location data and metadata streams from heterogeneous sources GPS, WiFi positioning, cell tower triangulation, RFID and other sensors and empower companies and investors to better understand and predict human behavior on a macro scale. 32. It's a Saturday afternoon; do you know where yourfriends are? If you and they have Loopt installedon your iPhone, BlackBerry, or any one of about100 different wireless phones, there's a goodchance you can see where they are in relation toyourself, and maybe meet up for lunch. Loopt uses your phone's GPS capabilities to show yourlocation to others you select on a map displayed on the phone. Carriers that support Loopt includeSprint Nextel (S), Boost Mobile, Verizon Wireless,AT&amp;T (T), and T-Mobile (DT). 33. http://www.youtube.com/watch?v=b64_16K2e08&amp;eurl=h </p>