2017년 1월 25일 블로터 컨퍼런스 '2017 소셜미디어 마케팅 & 트렌드 대전망'에서 D.hive 임명재 대표가 발표한 2017년 페이스북의 전망에 대한 강연 자료입니다.

2. [약력]
현 D.hive Co. Ltd. | Senior Consultant / CEO & Founder
전 DOMO Brodeur | Head of Digital / SVP & Partner
전 Vinyl Interactive | Strategy Planning Director / VP
전 Inspot Inc. | Account Director / General Manager
. 6 /

3.
임명재
[주요 이력]
GS Caltex Digital Communication Strategy 2016 Consulting
Coca-Cola Korea Engagement Framework for Social Center 2015, 2016
LG Mobile Global Digital Marketing Master Services 2013, 2014
Kia Motors Worldwide Global Social Media Communication 2012, 2013
GS Caltex “Insight of GS Caltex” 2010 Campaign Director
Diageo Korea “The Influence” 2009, 2010 Head of Digital, PM
패스트캠퍼스 ‘Digital Marketing School’ 디지털 전략 부문 강사 2016 /
IDG_Digital Marketing 2014 Conference 키노트 발표/
CJ 그룹, 메조미디어 ‘디지털 마케팅 트렌드’ 2015 강의 /
한국타이어 2015 디지털 전략 워크숍 /
파고다 교육그룹 ‘Performance Innovation COD' 워크숍 /
서울여대 2014~16 ‘Creative Media Camp’ 디지털-소셜미디어 강의

4. http://newsroom.fb.com/company-info/

10. 모든 콘텐츠와 서비스의 표준은 모바일로!

11. 콘텐츠의 유용함, 관련성, 품질을 높이기 위한 관리
페이지 운영자에게는 곤혹스러운 딜레마의 문제

12. not so simple like this!

13. 다양한 감정의 표현이 가능해 졌다
(esp. 반대, 부정적 의견의 표현)
여전히 선택을 망설이게 하는 순간은 존재한다

14. 실시간-모바일-영상 콘텐츠를 둘러싼 물러설 수 없는 경쟁의 본격화
Facebook users now watch 100 million hours of video every day

15. 페이스북 라이브 동영상을 더 손쉽게 발견하고, 오랫동안 이용하게 하는 인터페이스

17. 그럼에도… 페이스북을 통한 뉴스 소비는 계속 증가할 것으로 보아야

18. 1:1 or 1:소수의 비동기성 실시간 커뮤니케이션을 제공하는 메신저의 약진

19. Facebook Marketplace
(2016년 4개국 도입, US, UK, Australia, and New Zealand)

20. 협업도구로서? or 기업 커뮤니케이션을 혁신하는? or Facebook의 기업영역 확장?

21. Slack과 같은 지능형 협업 플랫폼과 경쟁하기엔 …

22. 지표의 혼란은 불신과 불필요한 논란을 야기시킬수도!

23. 일일 유기적 도달의 월간 합 산출 과정의 데이터 중복 오류

24. 투명하고 객관적인 기준의 정착을 위한 지속적인 협력과 연구 필요
Facebook의 적극적인 개선의지와 투명한 소통 노력
Facebook
“ (Measurement Council)”

25. Social
Graph
News
Feed
Facebook
Login
Connection

26. 논란의 여지는 있지만 이 데이터에 대한 접근권은
페이스북을 그 어떤 시스템보다 경쟁력을 갖게 할 것이다!

27. 경제 체계에서 ‘통화(currency)’를 지배하는 것과 마찬가지!

31. 우리는 사용자 데이터를 둘러싼 거대한 전장의 재편을 겪고 있는 중

34. 좋은 모습만 보이고 싶고, 약간은 과장이라도 … 그러나 현실은 ㅡ.,ㅡ

37. • https://developers.facebook.com/videos/f8-2016/keynote/
• 페이스북 페이지 디렉토리 http://newsroom.fb.com/pages-directory/
• 페이스북 뉴스피드 https://newsfeed.fb.com/?lang=en
• Facebook Product News http://newsroom.fb.com/news/category/product-news/
• Introducing More Ways to Connect and Share Moments http://newsroom.fb.com/news/2016/12/introducing-more-ways-to-connect-and-share-moments/
• An Update on Metrics and Reporting http://newsroom.fb.com/news/2016/11/an-update-on-metrics-and-reporting/
• Accelerating Innovation and Powering New Experiences with AI http://newsroom.fb.com/news/2016/11/accelerating-innovation-and-powering-new-experiences-with-ai/
• Introducing Marketplace: Buy and Sell with Your Local Community http://newsroom.fb.com/news/2016/10/introducing-marketplace-buy-and-sell-with-your-local-community/
• Introducing Workplace by Facebook http://newsroom.fb.com/news/2016/10/introducing-workplace-by-facebook/
• Building a Better News Feed for You http://newsroom.fb.com/news/2016/06/building-a-better-news-feed-for-you/
• More Seamless, More Ways to Share, More Ways to Buy, More Context: Introducing Messenger Platform v1.2 http://newsroom.fb.com/news/2016/09/more-seamless-more-ways-to-share-
more-ways-to-buy-more-context-introducing-messenger-platform-v1-2/
• News Feed FYI: Helping Make Sure You Don’t Miss Stories from Friends http://newsroom.fb.com/news/2016/06/news-feed-fyi-helping-make-sure-you-dont-miss-stories-from-friends/
• Introducing New Ways to Create, Share and Discover Live Video on Facebook http://newsroom.fb.com/news/2016/04/introducing-new-ways-to-create-share-and-discover-live-video-on-
facebook/
• News Feed FYI: Using Qualitative Feedback to Show Relevant Stories http://newsroom.fb.com/news/2016/02/news-feed-fyi-using-qualitative-feedback-to-show-relevant-stories/
• Reactions Now Available Globally http://newsroom.fb.com/news/2016/02/reactions-now-available-globally/
• News Feed FYI: What the Reactions Launch Means for News Feed http://newsroom.fb.com/news/2016/02/news-feed-fyi-what-the-reactions-launch-means-for-news-feed/
• Expanding Live Video to More People http://newsroom.fb.com/news/2016/01/expanding-live-video/

38. • 페이스북, 크리에이터 확보 위해 200만 달러 풀었다. http://www.zamong.co.kr/archives/12706?print=print
• Facebook Is Paying Millions to News Outlets and Celebrities to Create Live Video http://fortune.com/2016/06/21/facebook-paying-live-video/
• Facebook의 커머스사업 방향과 전략 – 페이스북 커머스http://digitalretail.co.kr/facebook%EC%9D%98-%EC%BB%A4%EB%A8%B8%EC%8A%A4%EC%82%AC%EC%97%85-
%EB%B0%A9%ED%96%A5%EA%B3%BC-%EC%A0%84%EB%9E%B5-%ED%8E%98%EC%9D%B4%EC%8A%A4%EB%B6%81-%EC%BB%A4%EB%A8%B8%EC%8A%A4-2/
• https://www.bigcommerce.com/facebook/
• 페이스북 샵 섹션 https://www.facebook.com/business/help/846547442125798
• How to Set Up a Shop Section on Your Facebook Page http://www.socialmediaexaminer.com/how-to-set-up-a-shop-section-on-your-facebook-page/
• Facebook 안전센터 https://www.facebook.com/safety
• Top 5 Facebook Video Statistics for 2016 http://www.socialmediatoday.com/marketing/top-5-facebook-video-statistics-2016-infographic
• What the Growth of Video on Facebook Means for Businesses https://www.facebook.com/business/news/video-ads-on-facebook
• Introducing Marketplace: Buy and Sell with Your Local Community http://newsroom.fb.com/news/2016/10/introducing-marketplace-buy-and-sell-with-your-local-community/
• https://www.facebook.com/facebookmedia/get-started/audience-optimization

39. • 페이스북 뉴스피드의 변경 역사 http://blog.naver.com/mogni/220737082957
• https://live.fb.com/
• ‘열린’ 페이스북 인스턴트 아티클, 들어가야 할까 http://www.bloter.net/archives/253017
• https://instantarticles.fb.com/
• ‘완전 개방’ 페북 인스턴트 아티클, 언론사 반응은 ‘미지근’ http://www.the-pr.co.kr/news/articleView.html?idxno=14296
• Libération on Facebook's Instant Articles https://www.linkedin.com/pulse/lib%C3%A9ration-facebooks-instant-articles-xavier-grangier
• Facebook Apologizes for Overstating Video Metrics https://www.nytimes.com/2016/09/24/business/media/facebook-apologizes-for-overstating-video-metrics.html?_r=0
• Facebook Overestimated Key Video Metric for Two Years http://www.wsj.com/articles/facebook-overestimated-key-video-metric-for-two-years-1474586951
• The Media Got It Wrong: What Facebook's Video Ads Issue Tells Us About Big Data Metrics http://www.forbes.com/sites/kalevleetaru/2016/09/24/the-media-got-it-wrong-what-facebooks-
video-ads-issue-tells-us-about-big-data-metrics/#65f481d07d53
• Marketers say Facebook video metrics scandal is overblown https://techcrunch.com/2016/09/23/which-social-media-metrics-matter/
• social graph http://whatis.techtarget.com/definition/social-graph
• The Rise of Social Graphs for Businesses https://hbr.org/2015/02/the-rise-of-social-graphs-for-businesses
• Facebook: Not an Ad Platform but an Ecosystem https://www.millwardbrown.com/docs/default-source/insight-documents/points-of-view/
MillwardBrown_POV_Facebook_Not_an_Ad_Platform_but_an_Ecosystem.pdf
• THE ECOSYSTEM WARS: FACEBOOK, APPLE, GOOGLE https://bitly.com/blog/facebook-apple-google-ecosystem/
• http://www.socialmediatoday.com/marketing/10-facebook-marketing-tips-2017

40. Thanks!
www.dhive.co.kr
https://www.facebook.com/dhive.center
https://www.instagram.com/dhive.center