This is the first public presentation I gave on social media. To IPREX, in 2006.

1. ! ""!
1

2. 2

3. 3

4. 4

5. 4 5,
# $% & '(
#) *% """ + &
, - .
# & &
/ - ! (
# 0 *
1( ( &
2 & $" 3
'6 7
5

6. 6

7. 8 & 0
7

8. 8 & - &
5( + 9 &
:
- + ; ; (
( &
(
<( = (
$( > -
& + (
8

9. & 2 - 3 +& 9
9

10. = 9
8 1 =), 6 + - &
+ ? @ + A ',
B + &
C
B + & C
B - D - D 9
& // + C
B - 9 9 C
+ + 9 + DA 9 C
7 - + + C
B - + - C
B & 9
+ 7 - & C
B - & D / D
+ C
B + 9 ;
9 & C
' & & 8 B &
10

11. 4 ,
2 3
11

12. 12

13. 4 <,
13

14. 8
E F G
(
B
H (
(
= ,
>
I 9
8 9
6
)
14

15. B C
5
& + 9
+ - &
(
J
) +
E
15

16. 4 $, F H
" - & H
& & & 1 ;
J .E E E
) + 2 - 9 H (3
> - & & + &
16

17. 17

18. 4 %,
18

19. 4 !, B 9
19

20. 4 *, ) + 9
2% 5 3
F & 9 25$ 3
) 2K (% 3
J < ! " 2$ (K 3
G- 2< (" 3
20

21. ) + 9
21

22. + 9
22

23. 4 L, M N
23

24. G 7 /
5( 9 : 7 +
(
( B & +
D & + (
<( L ;
(
$( B 7 A &
(
24

25. 6 7 F (
FG .
25

26. F
G
+
26

27. F
27

28. G
28

29. 29

30. +
30

31. E
5( 8 (
( & (
<( G + + 9 0 (
$( & (
%( 9 9 & + D
9 + & (
!( 8 O
(
*( > 9+ (
L( &O 0 (
?6 - & C@
K( 8 - - & 9;
(
5" ( 9
(
31

32. 32

33. ? F
8 @ F
-
& (
33

34. 34

35. +
,HH+ + + ( ( H D
P & ( 9 & & + O 9 9 (
,HH ( ( H Q& HD 9 E P
& ( + & 9
(
,HH& ( ( H HD8 G F
0 & (
,HH+ + + (O O ( HD 7 & ( > 7
& 9 ?G <"; (@
,HH+ + + ( ( HD - & 7 & ( - & &
& (
35

36. 8 &
9B + 8 = & &
& (
&G / - E : G /7 & F & //
& + ; 0 -
& (
- 9 8 : 7 &
7 ; ; & 9 ;
(
) + B 9, ,HH+ + + ( + ( H+ 9 H + 9(
F %"" B 9 2 ,HH+ + + ( 0 ( H& /& H 0( 3
8 & & 2+ 9 0 & - 3(
8 B & + & & &
& & (
36

37. 8 & (
> - G +, ,HH& ( +( - ( H H ; ;
, ,HH+ + + ;" < ( & ( H - + 9 H& H HO C R& Q&
J , ,HHO (/ + ( H H ;& ; (
I6 7 , ,HH9 (& ( H
E , ,HH+ + + ( ( H Q H
8 / , ,HH / & ( ( H + H
9, ,HHO 9(& ( HO 9H
G , ,HH+ + + ( ( H Q Q H
,HH - ( H H& ; H (% H
37

38. &
Phase I Phase II Phase III
-
! ! # ! !
$! ' #
" # (
# ! ! # !
$! % # &! )
! !
&! *! '
# ! !
+! , #
!
38

39. M (
- & 7 & ?< % B 1 @,
,HH+ + + ( ( H "" ! H" !H< % Q + Q Q (
F & 7 - ,
,HH ( ( H C R ,HH (+ ( H "" ! H" %H< "H ; ;
; ; ; H
J 7 ,
,HH ( ( H8 Q Q H6 QF H GQ Q & Q 9 QG
QH H Q Q Q H
39

40. + + & =
> - & + & & ,
8 - 9 ( B ;
C = & C C B - E
9 + C 8 & & (
> + = 2 + 9 & 3C 8 &
+ & - & (
9& & ?8 , B > C@
L<S + & B & ( F
O & 2 3 <%S & (
8 7 - M6 ( 8 - A -
7 + + & ( G E= %"
- + ; G E= ; ( G E=
0 + + ( G E= 5" " " " + + 9
7 + + 9 ( 9 & + &
( N 9& 9 + 7 7 +
- 7 9 + + 7 (
> + - C F + C
- C & - ( & -
- 9A ( + 0 -
2 I &9 9 3(
9 - 9 - ( 7 + (
- ; - + & ( 8E
8 & 1 - - % 5S O - + & (
9& - %KS & & &
O ( O & & (
40

41. =
,HH+ + + ( 9/( H 0 H H & Q H (
H< % 5* % $ !
,HH& ( ( H H " " $ H5" H & Q Q& Q(
,HH ( ( H H " " $ H5" H Q Q
(
,HH+ + + ( 9/( H 0 H H & Q H (
H< % 5* % $ !
,HHO + & (& ( H " " ! H" < H +; ;
;- ; ; (
41

42. F- F -
42

43. 4 5,
- + …
US Internet Penetration
Broadband
Not Online Users
108 Million; 105 million;
38.1% 37.1%
Dialup Users
70 million;
24.8%
Ad Age from eMarketer data, 2005
43

44. … “ + ”
Internet Users
(millions)
Broadband Users Dial-up Users
180
160 157
142
140 124
120
105
100 93 87 84
72 70
80
56
60
43
40 31
20
0
2003 2004 2005 2006* 2007* 2008*
Ad Age from eMarketer data, 2005
44

45. 4 , - +
45

46. 4 <, ) +
-The Annual Report on American Journalism
46

47. 4 $, - -
47

48. 4 %, G
9
0
' /
. /
48

49. G 0
Amazon Sales
Total Inventory (books)
Long-tail,
29%
2,300,000
130,000
Hits, 71%
Amazon Barnes & Noble
- Chris Anderson, editor in chief, Wired
49

50. ,HH (& (
O T & (
2L 5! 3 % 5 ;K % *
50