Chapter 7： 社交网路商务Social Commerce.pptVIP

中央大學。范錚強 Chapter 7: 社交網路商務Social Commerce 國立中央大學、資訊管理系 范錚強 Tel: (03)426-7250 .tw/~ckfarn 2014.04 Web 2.0 Characteristics of Web 2.0 Collaboration among users New usage of content In originally unintended ways Easy tools, e.g. Wiki No software upgrade cycle Perpetual Beta Network as platform, access through browsers Users control over data Digital democracy, encourage uses to add value Emphasis on social networks The Web 2.0 and Social Media Revolutions User-generated content (UGC) Various kinds of media content that are produced by end users and are publicly available New Business Models 搭便車現象 User-generated content 最精彩的車禍、災難等影片是誰拍的？ 新聞記者？ 他們無法在將會發生事件的地點預先埋伏 道路上、公司裏的錄影設備 很多有取得的困難 其他專業人士 ＋ 民眾的行車記錄器、錄影機！！ Youtube 和其他公開的地點 龍捲風 、車禍、意外等 Social Media 社交媒體 Online platforms and tools Share opinions, experiences, insights, perceptions, and various media, including photos, videos, and music, with each other Facebook Youtube 相對於傳統的大眾媒體 電視、報章雜誌 Social Capital 社會資本 A sociological concept Connections within and between social networks Core idea: Social networks have value Just like as physical capital or human capital Can increase productivity Both individual and collective Social contacts affect the productivity of individuals and groups Social Marketing 社交行銷 Social marketing A combination of social policy and marketing practices to achieve a set of social behavioral goals within a target audience Social media marketing (SMM) Use of social media platforms for marketing Advertising, market research, sales, CRM, and customer service Incorporate ideas and concepts from social capital, Web 2.0, social media, and social marketing Social Networking The Social Networking Space Social graph Originally referred to the social network of relationships between users of the social networking service, e.g. Facebook 書上認為這是 FB 首創的字，其實不然 社會學中老早就有這個觀念 Social Graph Social Commerce (SC) The delivery of e-commerce activities and transactions through social networks and/or via Web 2.0 soft