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영배 필
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1 SNA 기반의 Social Networks 이현정

2 The future of social networks: Social networks will be like air by Charlene Li

1. 소셜네트워크 Social Networking action inter-action actor actor actor Link Love, friends, alliance, trade, collaboration, Node People, object, organization,

3 1. 소셜네트워크 Social Networking action inter-action actor actor actor Link Love, friends, alliance, trade, collaboration, Node People, object, organization, country, department,... actor Social relationship actor actor Social Network a network of people that exists diagnostic How? Social Network Analysis 2/ 33

4 2. 소셜네트워크분석 Social Network Analysis 사회연결망분석 Targeting Technology Core Customer Customer Segmentation User Profile/Transaction data available in almost every industry User-to-User Relationship data available in only selected industries (telecom, internet, SNS...) SNA Engine (=Link Data Mining) Traditional Data Mining Engine (=Node Data Mining) 3/ 33

5 2. 소셜네트워크분석 Simple Examples: Evaluating Customer Value Andy Bob Tom KC Josh e Nod 100$ 70$ 40$ 30$ 50$ A J Link B K T Purchase Value Total Total Rank Referral Value(Q) Rank (P) (P+Q) Rank Andy 100$ 1 0$ 4 100$ 4 Bob 70$ 2 100$ 3 170$ 3 Tom 40$ 4 0$ 4 40$ 5 KC 30$ 5 260$ 1 290$ 1 Josh 50$ 3 140$ 2 190$ 2 4/ 33

6 2. 소셜네트워크분석 SNA: applicable SNA: itself! Source: Gartner HypeCycle for Social Software, / 33

7 3. 소셜네트워크의유형 키워드네트워크 공동연구네트워크 공저네트워크 인용네트워크 Social 통화네트워크상호작용네트워크 고객네트워크지식네트워크 Business 조직네트워크 WWW 기업가네트워크 전력선네트워크 Technological 바이러스 og ca 확산네트워크 범죄네트워크 전염네트워크 단백질상호작용네트워크 대사네트워크 etc Biologic i 생태계네트워크 6/ 33

조직차원에서개인적경험, 이미지, 숙련된기능, 조직문화, KM 풍토System 등의형태로존재 언어나구조를가지고존재제품사양, 문서, 데이터베이스 지식, 등록 매뉴얼지식검색등의형태로표현 암묵지 사회화 (Socialization)

8 4. SNA 기반의지식경영활동 KMS (Online) 개인차원암묵지형식지 부서 ( 집단 ) 차원 조직차원 개인. 집단. 조직차원에서개인적경험, 이미지, 숙련된기능, 조직문화, KM 풍토System 등의형태로존재 언어나구조를가지고존재제품사양, 문서, 데이터베이스 지식, 등록 매뉴얼지식검색등의형태로표현 암묵지 사회화 (Socialization) 외부화 (Externalization) 말로나타내기힘든주관적. 신체적인아날로그지식 서술하기쉽고객관적. 논리적인 지식획득디지털지식지식공급자지식수요자 From Social Network(Offline) 지식요청 형식지 내면화 (Internalization) 종합화 (Combination) Social Network 지식보유자 ( 공급자 ) 탐색 지식수요자 지식제공 지식공급자 암묵지 To 형식지 Source: Nonaka & Takeuchi (1995), The Knowledge-Creating Company, Oxford University Press. 7/ 33

9 4. SNA 기반의지식경영활동 암묵지의사회화추진과외부화를 네트워크추출 개별구성원의지식흐름 지식흐름으로부터네트워크추출 활성화하기위한 Target Point 발견 업무분야별전문가발굴 네트워크분석 병목구간파악허브판별응집그룹발견 지식전문가양성을위한교육기회확대 전문가의퇴직, 이직, 인사이동등으로인한지식의유실을사전에예방가능 지식흐름의병목지점을확인하고조직차원의개입가능 8/ 33

10 4. SNA 기반의지식경영활동 Examples A 社조선업 B 社의료업 C 社석유. 정제업 9/ 33

11 5. SNA 기반 Telecom. Industry Social Netwo ork Ana alysis Social Targeting Social CRM 고객의역할과관심추론 역할에기반한 targeting ( 허브, 중개자, ) 고객들간유사관심에근거한응집그룹분석 시장세분화에활용 Viral 마케팅의디자인 고객들의네트워크가치측정 고객이탈예측 영향력있는고객들의유지 Cross-selling/up-selling 새로운고객획득 Pin-point Targeting Customer Network Management Social Ties and their Relevance to Churn in Mobile Telecom Networks 2008 IBM India Research Lab 10 / 33

12 5. SNA 기반의 Telecom. Industry Examples Step1. Multi-way Multi-level Graph Partitioning 11 / 33

13 5. SNA 기반의 Telecom. Industry Step2. Community Analysis Extract cohesive communities from the separated network Produce individual index of influence scoring Individual index of influence score 12 / 33

14 5. SNA 기반의 Telecom. Industry Step3. Social Group Detection Extract cohesive group Detection social role Coordinator Coordinator Coordinator Coordinator 13 / 33

15 6. SNA 기반의 Social Media Industry Text, Photo, Text, Photo, Text, Photo, Video, Music Video, Music Video, Music Contents Contents Cooperation Collaboration Activity User Value Activity User Value Cooperation Collaboration Activity Contents User Value Identity/Profile Identity/Profile Identity/Profile Relationship Setting Relationship Setting Interaction Interaction Individual Social-ize Individual Social-ize Individual 14 / 33

16 6. SNA 기반의 Social Media Industry History of Social Media Connection Communication Blog Connection Cooperation Social Networking Social Media Portal Media-based Global Korea Connection Social Media Portal SNS Communication Blog Communication Collaboration Applied Functions Blog / 33 Communication Blog

17 6. SNA 기반의 Social Media Industry Community Sell service & product Sell ads to advertiser Advertising Myspace- Hypertargeting Facebook- Social Ads Facebook- Beacon Biz. Model SocialMedia.com Linked In Upgrade account Facebook- Application Live journal- Paid account Informediary Sell information of users Sell service to users Subscription 16 / 33

Headlines of Social Marketing Site Bebo Facebok Friendster hi5 LinkedIn MySpace

How to measure social influence of customers?

Login 100 32 8 3 3 Social Media Fatigue.

18 6. SNA 기반의 Social Media Industry Profile Member Overlap at Social Networks Friends List Profile Friends List (Unique Visitors to start page/login, Sep 07) The News Headlines of Social Marketing Site Bebo Facebok Friendster hi5 LinkedIn MySpace Ning Orkut Plaxo ProfileBebo Friends 100 List Facebook Profile Friends List But, An Explosive Increase in Social Media Marketing interest How to mange fragmented social network? How to measure social influence of customers? Friendster hi Login LinkedIn Login Social Media Fatigue. Login We have too many profiles, too Profile many networks Friends List and too many places to publish our media. We're not sure where we need to be anymore and anxiety is setting in. MySpace 3 20 Login Profile Friends List Ning Orkut Login Login Plaxo Source: compete.com 17 / 33

19 6. SNA 기반의 Social Media Industry Current Status of Social Network Not synchronized! Social Media 1 Social Media 2 Social Media 3 Social Media 4 Portal A Video sharing B Microblog C Social Networking D A A1 Fragmented Networks a Unified Network Unconsolidated A Network Identified A2 Network Unsynchronized Networks a Unified Network A = A1 = A2 But, Unconsolidated! Fragmented! a Unified Network 18 / 33

6. SNA 기반의 Social Media Industry Text, Photo, Video, Music Text, Photo, Video, Music Text, Photo, Video, Music Contents Contents Contents Cooperation Collaboration Cooperation Collaboration Activity

20 6. SNA 기반의 Social Media Industry Text, Photo, Video, Music Text, Photo, Video, Music Text, Photo, Video, Music Contents Contents Contents Cooperation Collaboration Cooperation Collaboration Activity User Value Activity User Value Activity User Value Identity/Profile Identity/Profile Identity/Profile Relationship Setting Relationship Setting Interaction Interaction Individual Social-ize Individual Social-ize Individual Action Identity Relationship Interaction Collaboration Database of Log Data SNA Engine (=Link Data Mining) Traditional Data Mining Engine (=Node Data Mining) 19 / 33 Collective Intelligence Business i Intelligence

21 6. SNA 기반의 Social Media Industry Kaboodle Social Shopping Facebook Social Ads popular items selected by Kaboodle users Related item lists Related wishlists People lists who added item Related People User s Action (in Facebook) My friend s wishlists Feeds User s Action to Friends Attach Ads Related User s Activity on News Feed Showing Ads with Friends Name, Photo, & Story 20 / 33

6. SNA 기반의 Social Media Industry SocialMedia.

22 6. SNA 기반의 Social Media Industry SocialMedia.com Sysomos Define advertisers marketing messages shared between friends Find Brand advocates who are willing to voice advertisers message Capture messages and deliver them to their friends using Friend Rank tech. Get paid when word of mouth is delivered Monitor conversat ions in blogs, social Networks, forums, etc. Access in-depth metrics to track campaigns, brands and products Gather insight and shape business strategies Identify and engage with key influencers and manage relationships 21 / 33

23 사이람은소셜네트워크에기반하여개체들간의관계에숨겨져있는파급력을정확하게평가하여, 타겟을정밀조준할수있도록지원합니다

24 Cyram NetMiner 는현재전세계적으로가장우수한 SNA 용패키지소프트웨어로평가받고있습니다. 사이람은소셜네트워크에기반하여개체들간의관계에숨겨져있는파급력을정확하게평가하여, 타겟을정밀조준할수있도록지원합니다 출처 : Huisman, M. & Van Duijn, M.A.J. (2005). Software for social network analysis. In P.J. Carrington, J. Scott, & S. Wasserman (Eds.), p.311 Models and methods in social network analysis. New York: Cambridge University Press. SNA 분야의대표적인학자들이각분야별로집필하여 2005년에발간한 SNA의새로운 Text book 입니다.

25 Products Social Network Analysis Package Software NetMetrica SNA Engine for Large Network & Practical Applications NetMiner NetViz Link Analysis Software for Investigation NetExplorer Network Visualization Solution

Social Network

Social Network Service, Social Network Service Social Network Social Network Service from Digital Marketing Internet Media : SNS Market report A social network service is a social software specially focused