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Vol.86 2016-03-28

Innobirds social weekly review vol.86

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Vol.86��2016-03-28�

“�Social�Media�Video�Updates�”�소셜�네트워크의�핵심�콘텐츠로�급성장한�비디오!�

글로벌�대중의�비디오�콘텐츠�수요가�폭발적으로�

늘어나면서�각종�소셜�미디어�채널이�지속해서�

비디오�기능을�개선하고�있습니다.�그래서�이번�

채널의�비디오�업데이트�소식을�담았습니다.�

어떤�내용인지�자세히�살펴보겠습니다.�

위클리�리뷰에서는�페이스북,�스냅챗�등�다양한�

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㈜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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�<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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페이스북�비디오가�하루�동안�어떤�퍼포먼스를�보이는지�궁금하다는�의견이�많아�좀�더�세분화한�일일�비디오�시청�수치가�추가되었습니다.��앞으로�마케터들이�비디오�콘텐츠�전략을�구상할�때�많은�도움이�될�것�같습니다.��

Facebook�Video�Metrics�페이스북�비디오�콘텐츠�수치�추가�소식���

•  Minutes�Viewed:��하루�동안�비디오를�사용자들이�얼마나�시청했는지�총�시간을�분�단위로�알�수�있습니다.�

•  Views:��하루�동안�사용자들이�비디오를�몇�회�시청했는지�알�수�있습니다.�

•  10-second�Views:��하루�동안�사용자들이�비디오를�10초�분량까지�몇�회�시청했는지�알�수�있습니다.��10초가�안�되는�비디오라면�전체�길이의�97%�이상을�시청한�횟수를�보여줍니다.�

3/24/2016�<http://media.fb.com/2016/03/24/video-metrics-update-new-daily-video-breakdowns>��

[페이스북에�추가된�비디오�콘텐츠�수치]�

㈜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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�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]�

Pinterest�Video�Ads�핀터레스트�비디오�광고�테스트�소식���

디지데이(Digiday)에�의하면�핀터레스트가�비디오�광고를�도입하기�위해�테스트를�진행�중이라고�합니다.�핀터레스트가�공식적인�입장을�밝히지�않아�아직�어떤�브랜드가�먼저�적용�대상이�될지,�또�가격은�어떻게�책정될지�정확히�알려진�바는�없습니다.�

3/18/2016�<http://blog.instagram.com/post/141107034797/160315-news>��3/23/2016��<http://bit.ly/pinterest_videoads>��

•  핀터레스트가�시네마틱�핀을�선보인�지�1년이�지났습니다.�시네마틱�핀은�스크롤을�할�때마다�사용자의�눈길을�사로잡아�출시된�후�다양한�캠페인에�활용되었는데요.�핀터레스트에�의하면�지난해�화장품�브랜드�로레알과�초콜릿�브랜드�리즈의�시네마틱�핀�캠페인이�좋은�성과를�보였다고�밝혔습니다.��

•  구체적으로�로레알은�시네마틱�핀을�활용해�신제품�사용법을�알려줌으로써��구매�의도를�37.2%�높였으며�브랜드�인지도는�30.7%�상승시켰다고�합니다.��

•  비디오�광고는�사용자가�스크롤�했을�때만�재생되는�시네마틱�핀의�한계를�보완해줄��것으로�기대됩니다.�

[로레알의�핀터레스트�시네마틱�핀�캠페인]�

㈜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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�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]�

Snapchat�Video�Caption�스냅챗�디스커버(Discover)�비디오의�캡션�기능���

몇�주�전�페이스북은�소리�없이도�비디오�광고의�내용을�더�잘�이해할�수�있도록�도와주는�자동�캡션�툴을�소개한�바�있습니다.�비디오에�캡션을�추가하면�시청�시간이�평균�12%�증가한다는�사실을�스냅챗도�의식했는지�디스커버�퍼블리셔들이�캡션을�추가할�수�있는�기능을�추가했습니다.�

•  스냅챗�관계자에�의하면�디스커버�퍼블리셔들을�위한�캡션�기능은�약�한�달�전에�추가되었다고�합니다.�현재�매셔블(Mashable),�테이스트메이드(Tastemade)�등�다양한��퍼블리셔들이�캡션�기능을�사용하고�있습니다.�하지만�라이브�스토리나�개인�스냅챗��사용자를�위한�캡션�툴에�대해서는�아직�밝혀진�바가�없습니다.�

•  퍼블리셔가�직접�캡션을�업로드하면�비디오에�추가되며,�스냅�아래에�있는�말�풍선�버튼을�누르면�캡션을�활성화�또는�비활성화시킬�수�있습니다.��

[디스커버�콘텐츠의�캡션�적용�사례]�

3/24/2016�<http://bit.ly/snapchat_caption_tool>��

㈜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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�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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�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]�

Instagram’s�New�Algorithm�인스타그램�알고리즘�대응�전략���

인스타그램이�발표한�뉴스피드�알고리즘�적용으로�인해�담당�계정의�게시물�노출이�전보다�떨어질�수�있습니다.�이와�같은�부정적인�영향을�어떻게�하면�최소화할�수�있을지�알아보겠습니다.��

①  알고리즘이�적용되면�과도한�포스팅은�자제해야�합니다.�페이스북�알고리즘을�통해��알�수�있듯�너무�빈번한�포스팅은�게시물의�뉴스피드�랭킹을�낮춥니다.��

②  인게이지먼트가�급락했을�때를�대비하기�위해�인게이지먼트�네트워크를�구성해야�합니다.�내부�직원�뿐만�아니라�다른�소셜�네트워크�그룹,�트위터�리스트�등�인게이지먼트를��높여줄�그룹을�활성화해야�합니다.�

③  캐드버리나�아디다스처럼�사용자들이�바로�알아볼�수�있는�고유의�비주얼�스타일을��만드는�것이�좋습니다.��

④  돈을�주고�팔로워를�사면�인게이지먼트�평균을�오히려�낮출�수�있으니�조심해야�합니다.�

3/18/2016�<http://bit.ly/minimize_algorithm_effects>��

[캐드버리�인스타그램]� [아디다스�인스타그램]�

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

Audi�Free�Wifi�Campaign�아우디의�무료�와이파이�제공�전략�����

아우디가�올해�열린�뉴욕�국제�오토쇼에서�A4�모델을�홍보하기�위해�아주�재치�있는�마케팅�전략을�펼쳤습니다.�BMW가�진땀�좀�흘렸겠는데요?�

•  아우디는�오토쇼에�참석한�사람들에게�편의를�제공하기�위해�다수의�무료�와이파이를��제공했습니다.�위�이미지에서�볼�수�있듯�경쟁사�BMW의�328i를�견제하기�위해�네트워크�이름을�아주�재미있게�설정했습니다.�

•  아우디�A4의�마력과�다양한�성능이�BMW의�328i를�뛰어넘는다는�내용의�네트워크��이름을�설정해�A4의�장점을�재치�있게�홍보했습니다.�

3/23/2016�<http://bit.ly/audi_free_wifi_campaign>��

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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�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]�

요즘은�전화�통화보다는�메시지로�소통하는�걸�선호하는�추세입니다.�그렇다면�사람들은�지인�또는�직장�동료가�아닌�기업과의�메시지�대화에도�관심�있어�할까요?��

Consumers�Want�to�Message�Businesses��기업과�메시지로�소통하고�싶어하는�소비자�트렌드��

3/23/2016�<http://bit.ly/consumer_message_infographic>��

<기업과�메시지로�소통하고�싶은�이유>��

•  65%의�소비자들이�빠르고�편리한�서비스를�위해�메시지로�기업과�소통하고�싶어�한다고�답했습니다.��

•  특히�고객�서비스�요청,�제품�또는�서비스�정보�문의를�위해�메시지를�활용하고�싶다고��합니다.��

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소비자들이�메시지로�소통하고�싶어�하는��기업�분야�순위는�아래와�같습니다.��

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