• Games 60%: 
  • 遊戲類的app：Puzzle/Strategy 36%; Card/Casino 25%; Classic/Arcade 22%; Trivia/Word/Number 18%; Board Games 13%。
• News/Weather 52%
• Maps/Search 51%
• Social Networking 47%
• Music 43%
• Entertainment/Food 34%
• Banking/Finance 28%
• Sports 27%
• Productivity 26%
• Shopping/Retail 24%

“I just don’t have anything to say.”
“I don’t need to update people on my life.”
“It’s for people with followings and something to promote, not for me.”

• 「一個問句」：facebook也有用問句"What's on your mind?"
• 「一堆動詞」：plurk則是一堆動詞。

• Pre-purchase: awareness → knowledge → consideration
• Purchase: selection
• Post-purchase: satisfaction → loyalty → advocacy

1. What data can be gleaned from the listening posts/touchpoints? What web analytics are critical at each point?
2. What numbers of touchpoints have been expanded to conversion points?
3. Which points are resulting in lasting relationships?
4. What marketing inputs are required to effect different actions?
5. What is the cost of these inputs?

• 80%中國的富有人是在18~45歲，相較於美國只有30%。
• 中國有將近五成的受訪者回答他們不會受全球經濟下滑的影響而減少買奢侈品。
• 有89.3%的受訪者回答他們會對所喜歡的品牌很忠誠。
• LV跟Cartier是最受喜歡的品牌。
• 近九成受訪者是透過網路才了解這些奢侈品品牌跟產品。

麥肯錫根據對數十家公司的研究，找出在網路行銷上，要專注管理哪四塊，可以增加營收

• First, they coordinate their activities to engage the consumer throughout an increasingly digital purchase journey.
  在一個逐漸數位化的購買旅程中，這些數位行銷公司(digital marketers)統整所有的活動，跟消費者保持交流，讓消費者參與。
• Second, they harness interest in their brands by syndicating content that empowers the consumer to build his or her own marketing identity and, in the process, to serve as a brand ambassador.
  這些數位行銷公司(digital marketers)藉由聯播內容（讓消費者可以當品牌大使，建立他們本身的行銷識別），來激發運用消費者對某品牌的熱愛。
• Third, they recognize the need to think like a large-scale multimedia publisher as they manage a staggering increase in the content they create to support products, segments, channels, and promotions.
  數位行銷公司辨認出需要將自己想成一個大規模的多媒體出版商，來管理這些數目驚人並還在成長的數位內容，這些內容可能是支援產品、市場區隔、通路以及促銷。
• Finally, these marketers strategically plot how to gather and use the plethora of digital data now available.
  最後，這些數位行銷人有策略地收集以及使用目前可能的龐大數位資料。

• 前者選擇並且控制溝通的管道，而後者加入別人的溝通管道。
• 前者決定參與的遊戲規則，後者跟隨別人的遊戲規則。
• 前者假定人們會走向你的組織，後者則是組織走向社區/社群或是團體。

• 消費者在大量廣告的曝光，藉由五感的刺激，產生了trigger，開始了這一個購買的旅程。
• 在第一個階段是「初期考慮」階段，人們通常心中只有幾個有限的品牌清單，推估原因可能是因為忙碌的生活型態和廣告的大量轟炸，所以消費者一開始能夠想起來的品牌名稱有限。
• 但是當消費者決定要買某一個產品時，會進入第二個階段叫「積極的評估」，這時候他們所考慮的品牌數目增加了，會非常積極的研究，很有意識的注意電視廣告或上網。
• 在第三個階段叫「closure成交結束」，指的就是購買的時候。很多人進去商店時，其實還沒有決定好要購買哪一個品牌，而是在店裡做出決定的。因此，品牌忠誠度有了新解，一種是「積極的忠誠度」，就是我們傳統所知的死忠消費者，如果再度購買，還是會買該品牌。另一種是「消極的忠誠度」，如果要再度購買，他們可能會買，但是其他品牌也一樣有平等機會，會被消費者納入考慮。

• Interactive: The consumer decision journey—an interactive
  消費者的選擇旅程是互動的。
• Exhibit 1: In the traditional funnel metaphor, consumers start with a set of potential brands and methodically reduce that number to make a purchase.
  證據1：傳統的直線模式，消費者是從一些潛在的品牌清單慢慢篩選減少，然後剩下要購買的品牌。
• Exhibit 2: The decision-making process is now a circular journey with four phases.
  證據2：購買決策過程現在是一個圓形的四個階段。
• Exhibit 3: The number of brands added for consideration in different stages differs by industry.
  證據3：在考慮的四個過程中，品牌的數目會隨著產業的不同而增加(也可能減少)。
• Exhibit 4: Two-thirds of the touch points during the active-evaluation phase involve consumer-driven activities such as Internet reviews and word-of-mouth recommendations from friends and family.
  證據4：而廣告是在一開始的初期考慮階段能使上力。但是在積極評估期，三分之二的接觸點是消費者自身發起的活動，像是瀏覽網頁以及詢問家人或朋友的意見，也就是客觀第三者的意見。

• 檢視所有數位媒體，找出目標對象常去的垂直型網站或social medai，裡面有豐富的資訊可以分析出此目標對象常討論的「關鍵字群」，找出他們的個性、購買週期，以及最關心的議題。


• 然後看是要自己做a event site or online sponsorship program(在編輯內容時，就包入這些關鍵字)。


• 以及將這些關鍵字放入search engine的策略中。


• 作者也認為所有的數位媒體可以用同一個指標去衡量，隨時求最佳化，也就是隨時可將預算做轉移，在關鍵字廣告、social media、一般banner ads中移轉。

• 影音廣告的來源主要來自banner，而非在影片中的廣告。
  The first thing you realize about video advertising is that most of the money being generated from video content isn’t derived from in-stream advertising (such as pre-,mid-, or post-roll) but rather by in-banner ads (be they standard display ads or rich media).
• 當發佈一個video時，25%的觀賞者在頭四天就會看到，但是文章卻是相反，因為search engine比較容易搜尋到老文章。
  According to TubeMogul, 25% of views come in the first four days after a video is published and, over time, the average YouTube video is seen 500 times. Articles are the opposite: search engines tend to drive people to older articles.

• 專業美食網店幾乎集中在樂天市場。其次是PChome商店街這兩大網路商城。
• Yahoo!奇摩拍賣是平價流行女裝的天后宮。
• PayEasy是平價美妝及流行配件網路自創品牌的夢工廠。出品的網店水準都相當高，商品開發、攝影、文宣、促銷包裝都是台灣業界最高分。可惜和Yahoo!奇摩拍賣中的平價女裝賣家一樣，都因同商圈族群競爭激烈、店家同質性太高，反而在類似的比賽當中無法跳出來，蠻可惜的。

• 增加遊戲性，設計一個單獨可玩的遊戲，或是像兩張皮卡丘卡片拼在一起可以互打(原文例3: Pokemon - Trading Cards)。
• 使用地點增加：除了電腦的webcam，擴展到手機運用上，代表使用地點的增加；甚至地點延伸到賣場銷售點，像是樂高遊戲盒讓小孩看到搭好的樣子！(見下圖)
  
• 行銷目的也擴展：從品牌形象、栩栩如生的體驗，到成為銷售手冊的一部份環節，到鞏固消費者行為(loyalty program)。
  
  範例：iQ Toyota
  將產品栩栩如生呈現，還讓消費者簡單上手玩車，覺得很可愛。
  
  
  範例：Doritos Sweet Chilli campaign
  利用包裝的一角，消費者可以上網去兌換一個3D怪物，建立自己的農場，我想結合了社交遊戲。
  官網：http://www.doritos.com.br/
  

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這些網站的經營模式很簡單，就是買庫存過多的商品，然後打很低的折扣。譬如消費者在Gilt下單，就會開始十分鐘倒數計時，過了時間，該物就會無法購買。

The business model is simple: the sites buy mostly overstocked clothing and accessories from brand-name designers, then discount them deeply. The sites try to recreate the rush of a warehouse sample sale. After shoppers add an item to their cart at Gilt, for example, they get a 10-minute countdown before they lose the item.

運用每天只有限制的時段進行特賣，刺激購買。

1  Seth Godin's Blog

2  Malcolm Gladwell

3  The Conscience of a Liberal, by Paul Krugman

4  Freakonomics

5  Greg Mankiw's Blog

6  Naked Capitalism

7  Calculated Risk

8  PSFK

9  TechCrunch

10  Seeking Alpha

• Text-based 純文字

• Table-based designs表格化的設計
  <TABLE>代表表格</TABLE>
  <TR>代表表格中的一行</TR>
  <TD>代表表格中的一列</TD>
  
  'TR'与'TD'交成一個單元格
  <TABLE>...</TABLE> 之間有多少個<TR>，就有多少行
  <TR>...</TR>之間有多少個<TD>，就有多少列

• Flash-based web designs
• 3DML(少見)
• CSS-based designs(將影像跟文字區隔開來)。

• 以HTML原始碼而言，css數量可以少很多。因此，減少在網路上傳送的資料量，網路負荷的減輕就等於是成本的節省。而且對使用者而言 還有等待時間縮短。(source)
• 輕易更新：只要對一處CSS 規則進行更新，就可以同時更新眾多或單一網頁版面外觀及配置。
• CSS的設計有助於SEO讓搜尋機器人更加輕易辨識網頁內容。

The highlights include: 摘要些值得注意的地方

• Michael Jackson is the most popular page on Facebook, with 10 million fans; he is followed by actor Vin Diesel (7 million) and U.S. president Barack Obama (6.9 million).
  最受歡迎的粉絲專頁是Michael Jackson，有1000萬的粉絲，
• On average, a Facebook Page has 4,596 fans.
  平均來說，一個專頁有4,596粉絲。
• The vast bulk of fan pages have between 10 and 1,000 fans.
• Four percent of pages have more than 10,000 fans, 0.76% of pages have more than 100,000 fans, and 0.05% of pages (or 297 in total) have more than a million fans.
  大部分的粉絲專頁有10到一千個粉絲，4%的專頁有超過1萬個粉絲，0.76% 的專頁有超過10萬個粉絲。
  • 95% of pages have more than 10 fans
  • 65% of pages have more than 100 fans
  • 23% of pages have more than 1,000 fans
  • 4% of pages have more than 10,000 fans
  • 0.76% of pages have more than 100,000 fans
  • 0.047% of pages have more than one million fans (297 in total)
• Overall, the most popular “category” for Facebook pages is “non-profits”, while “celebrities”, “music”, and “products” are the most popular categories among pages with more than one million fans.
  一般來說，最受歡迎的類別是「非營利組織」，而在超過一百萬粉絲的專頁中，「名人」「音樂」跟「產品」最最受歡迎的類別。
• On an average Facebook Page, the administrators create one wall post every 15.7 days. Among pages with more than one million fans, one wall post is created for every 16.1 days. This suggests that wall post frequency does not correlate with a page’s popularity.
  一個典型的粉絲專頁，版主約每15.7天貼文一次，超過一百萬人的粉絲專頁約每16.1天貼文一次。這個表示了貼文的頻率跟專頁的受歡迎程度沒有直接關係。

• And unlike on Twitter, where popularity is correlated with how many times you Tweet, Facebook fan pages tend to be updated only once every 16 days.  And that’s really the big difference between Facebook fans and Twitter followers. On Twitter, you follow someone because you want to hear what they have to say. On Facebook, you fan them just to show your support of affinity.  Too often, it’s a throwaway gesture.  But then, fame is fleeting.
  不像twitter，twitter受歡迎的程度是跟PO文的次數相關。可以說在twitter上follow某個人，是因為你想要聽他們說什麼？在facebook上，你加入粉絲專頁只是要表達你的支持而已。
• People with 100 followers send out an average of 2.4 Tweets per day, while those with 1,800 followers Tweet an average of 10.2 a day. 有100個粉絲的人大約每天發出2,4個Tweets訊息，然而有1,800個粉絲的人則發出10.2個訊息。
• Sysomos looked at 11.5 million Twitter accounts and concluded that the top 10 percent of Twitter users produce 86 percent of the Tweets.
  在1,500萬的twitter帳號中，排名前10%的帳號所發出的訊息約佔twitter總訊息的86%。

• 在美國，除了R/GA這家公司外，沒有其他數位公司可以坐在客戶的董事會會議室。
  With the exception of R/GA, there is no other digital shop or agency that has or can consistently take a seat, and a leadership role, in the client's boardroom.
• 因為網路變化太快，所以數位公司需要跟上，所以要建立一個固定的工作或思考模式比較難，大部分是鬆散的扁型蟲組織(所以每個人都可以跟CEO共事)。
  Digital Media agencies are young (for the most part). Most importantly, I think, is that digital media agencies HAVE TO keep up with changes. There can be no complacency because the digital world is changing so quickly. Establishing practices and procedures is hard to do when there is a new social networking site every few months. It's a lot to stay on top of.
• WPP集團總裁Sorrell批評儘管網路成長快速，但是品牌只有花約13%的行銷預算於網路上。他說：以後WPP不是廣告公司，而是將科technology技放在發展的中心。
  Delivering the opening keynote session at ad:tech New York, Sorrell criticised brands for investing an average of just 13 per cent of their marketing budget online despite the rapid increase in digital media consumption.... Sorrell claimed that WPP is "certainly not an advertising agency any more" and insisted that "technology is at the centre" of its development. "The companies that win are those that innovate successfully," he said. <04 November 2009>

• business processing (advertising, e-commerce and payments processing) software-as-a-service

• systems infrastructure (storage and backup services

Mark Zuckerberg, a sophmore at the time, created the site Facemash in October of 2003. He created a version of the popular site Hot or Not exclusively for Harvard students.

Like Hot or Not, Facemash would show the user two pictures of people (normally young women) and ask the user to rate who was more attractive. In the case of Facemash, the young women displayed were members of Harvard’s nine houses.

In order to get the site to work, Zuckerberg had to hack into Harvard’s private network and grab photos from each house’s dormitory ID pictures. Within a few days, the site was shut down by the Harvard administration. Understandably, Zuckerberg was charged with a breach of security, and was set to be expelled. The charges were eventually dropped, and he was allowed to stay at Harvard.

• 2006~2009年百事slogan: 百事我創
• 活動大使五月天
• 百事群音主題曲《放肆》
• 冠軍隊伍可得：20萬培訓基金、價值22萬人民幣的白金級樂器、好萊塢培訓之旅、926廣州演唱會、POLO sporty在內的百萬巨獎，更將獲得價值百萬的新浪媒體宣傳。
• 長達兩個多月的比賽(暑假期間)

百事我創，共鳴中國

• 在QQ輸入創意， 就能讓你祝福新中國60周年生日的聲音被聽到！

• “百事我創我要上罐”網路活動， 超過1.4億人投票後產生的21名上罐英雄和中國之隊的體育選手成為罐身主角。
• 上傳照表現"支持中國體育隊參加盛大國際體育運動比賽為主"、為中國隊加油的照片到pepsi.tom.com參加「百事我創 我要上罐」活動，就有機會成為21名登上百事中隊紀念罐的其中一員，出現在全國超過一億個百事可樂罐上並有機會獲得內含5,000元人民幣消費金的招商銀行百事紀念卡。
• 為了讓更多的人“為中國隊加油”的激情得到釋放，共同支持中國，百事突破“藍色”神話，推出以中國紅為底色的“中國隊百事紀念罐”。

• The best content publishing model is a mix of paid and free content.
  最好的內容策略是兼具「付費」跟「免費」。
• The content you don’t give out for free will be published elsewhere and you will lose traffic.
  如果針對大家很關心的大消息收費，那消費者會找其他免費的管道閱讀，你的讀者就會流失，等於你將顧客送給競爭者。
• Do not charge your audience for the most popular content you have on your site.
  所以針對此塊大家最感興趣的內容，可以吸引traffic，不應該收費。而是可以靠廣告營收。
• Target your paid content to highly-focused niches.
  但是華爾街日報對於商業以及財務報導，具有一定品質，這是我們的核心，也是跟一般general news有區隔的地方。收費的部分可以針對很利基需求，消費者非常希望想要知道，不惜付費觀賞。舉例來說：當地的體育賽事新聞就有人很關心，因為他的小孩有參加比賽。又譬如德州有報導石油業鑽機數量(oil rig counts)的付費服務。
  We’re working on a premium initiative to launch a series of more, as you say, niche or narrower information services that we can sell at a premium to smaller groups of subscribers on subjects that they care most about.
  對於各式各樣很利基的閱讀需求，正在開發這種類型的付費服務。

Currently, more than 60 percent of U.S. Twitter users fail to return the following month, or in other words, Twitter’s audience retention rate, or the percentage of a given month’s users who come back the following month, is currently about 40 percent. For most of the past 12 months, pre-Oprah, Twitter has languished below 30 percent retention.
因為Oprah有帶動twitter使用，在她宣傳之前的12個月，只有30％的保留率，她宣傳之後有40％的保留率。

To understand why this poses a problem for Twitter, check out the chart below. By plotting the minimum retention rates for different Internet audience sizes, it is clear that a retention rate of 40 percent will limit a site’s growth to about a 10 percent reach figure. To be clear, a high retention rate doesn’t guarantee a massive audience, but it is a prerequisite. There simply aren’t enough new users to make up for defecting ones after a certain point.
這個對於Twitter來說，為什麼是一個問題呢？低的保留率會限制網站的成長，reach只到10。雖然高的保留率不保證有很多群眾，但是這是一個不可或缺的前提條件。

(上圖這個表是跑整體social media的資料，所做的迴歸分析。然後拿twitter的retention rate是比對推估internet reach。如果你跟我一樣，問了一個問題就是：如果有一個新的social media網站只有10人，但是retention rate有90%，比對此表豈不會會出現很奇怪的結論？感謝Sean解釋，喚起我對統計的記憶。所謂的regression model是就現有的data算出一個關係公式，然後用r square去評估那個variable有沒有存在意義。所以我剛剛的例子屬於極端案例，算是outlier。)

Compare it to the two heavily-touted behemoths of social networking when they were just starting out. Doing so below, we found that even when Facebook and MySpace were emerging networks like Twitter is now, their retention rates were twice as high. When they went through their explosive growth phases, that retention only went up, and both sit at nearly 70 percent today.
此數字跟Facebook和MySpace當初剛起步時作比較，這兩個前輩網站的保有率都比Twitter高兩倍。當這兩家經過高速成長時其實，保有率數字只有增加，現在這兩個站大約有70%的保有率。

What is Qik Roam?

QiK Roam is a solution to set you free from expensive roaming charges when using your mobile device while traveling. Instead of coming home to a nasty shock in the form of a gigantic bill from your cellular service provider, you can take advantage of Qik Roam's hugely discounted voice and data rates in more than 213 countries. Qik Roam's pre-paid service insures that you never get an unexpected charge while using your mobile device abroad.

Practically speaking, QiK Roam is a global roaming SIM card that you insert into any unlocked, tri-band cellular phone. While using the Qik Roam SIM in your phone to make and receive calls, send and receive SMS text messages, check email, browse the web and live stream video via Qik, you will enjoy discounts of up to 80% over standard global roaming charges.

花多少錢的廣告預算？Discovery在"Deadliest Catch"播出當日，包下一整天90%的微軟線上廣告，花了七位數字。
On the day of the premiere, Discovery bought up more than 90 percent of Microsoft’s online and mobile advertising inventory, as interactive Deadliest Catch creative appeared on MSN, Windows Live Hotmail, the MSN Mobile home page and Xbox Live. While Discovery did not disclose the cost of its 24-hour takeover, the company confirmed that the deal ate up the show’s entire seven-figure online marketing budget. (source)

• 傳統方式是建一個活動網站，然後買banner導流量過去；當我看到addidas走入facebook，持續經營會員，並設定一個「your area」頁面，讓不同國家的fans方便觀看。我找了台灣addidas的官網，會員部分只有很單純留下email以便收到新消息。我看到企業放下身段，在各主要的social media跟消費者互動，不會強求消費者一定要上企業網站。Nick 回應說：in the digital age... old programs were based on a push strategy; however, company's are now shifting gears and adopting pull strategies to engage consumers on a deeper level.
• 我另一個思考網路行銷的問題是：網路強調互動、比其他媒體更可以追蹤成效，既然如此美好，為什麼廣告主不見得很勇敢的投資呢？我觀察到的是比較講感性成分的品牌，比較願意在網路上跟消費者持續溝通；其他的很容易流入「打帶跑」的模式，也就是沒有延續性。

• 今天下午閱讀到一篇文章講傳統廣告公司。If you asked me where traditional agencies have the most digital credibility today, I would point to the areas of campaign-specific microsites and banner ads. That's not terribly surprising, because these things are the closest to what we've always called "advertising" and the least complex from a development perspective
  ....While our agency does plenty of microsites and banners, the digital space offers many other incredible possibilities to build brands and businesses: product and company Web sites, e-commerce, CRM programs, SEO, gaming, paid search, social media, apps, widgets, etc.
  如果你問我傳統廣告公司在數位哪一個方面作得最好？我會說以某特定campaing為主的活動網站以及banner。這不令人驚訝，因為這些東西看起來跟我們老是叫「廣告」的東西很像，而且從製作觀點來看，比較不複雜。但是數位空間其實還有很多種無限可能，可以幫忙建立品牌，像是產品企業網站、電子商務、CRM顧客管理、SEO搜尋最優化、遊戲、付費搜尋、社交媒體、應用程式、網站小元件等等。
• While traditional agencies often bring formidable strategic and creative resources to the table, they're just as often lacking when it comes to essential disciplines like user-experience design, digital production and optimization.
  當傳統廣告代理商帶著神聖不可侵犯的策略以及創意資源到會議桌，他們其實是很缺乏瞭解一些重要原則，譬如使用者體驗設計、數位製作以及關鍵字搜尋最優化。這些很重要的東西，需要放進去策略中思考，不是最後執行的一個環節而已。
• 心得：網路這個工具強大，但是方法要用得好、用得巧，才能發揮之。如果用傳統思維想網路行銷內容，投資獲益可能不容易。一旦客戶投資不如預期，就會害怕。

• 由以下數字可以推算出網路佔所有廣告媒體市場12.4%。
• 根據台灣尼爾森公司媒體研究最新的媒體廣告量監播服務調查顯示，2008年電視、報紙、雜誌、廣播、戶外媒體之五大媒體廣告量為新台幣423.7億元，較2007年453.8億元大幅減少了30億元，降幅達6.6％，衰退幅度僅次於2005年的10.1％。(source: http://tw.nielsen.com/site/news20080128.htm)
• 根據IAMA所提供的研究數據顯示，2008年台灣整體網路廣告市場規模達到59.76億新台幣左右的規模，較2007年成長20.72，其中網站廣告部分為38.94億新台幣，成長16.00，佔整體網路廣告市場總額的65.15，關鍵字廣告部分則成長30.64，達到新台幣20.82億元的規模，佔整體網路廣告總額的34.95。(source: http://blog.sina.com.tw/kikimai/article.php?pbgid=4453&entryid=581515)

• 2008年美國網路廣告 VS 其他媒體，可以推算出網路佔所有廣告媒體市場12.5%
  
• 2008年美國網路廣告有成長10.6%
  
• 2008年網路廣告類型format: Search佔最大(45%)
  

• Real-Time mode: 當你打一個字，對方會馬上看到；有別於現在即時通你打完之後送出。如果你不想這麼即時，也可以改用draft模式。
• Playback：可以將書寫歷程播放出來。
• 結合上述功能，當團體想要共同完成一個文件時，如果A君正在進行，其名字會被明顯標示，你就知道有人在進行。由於訊息可以做到一個字一個字的即時，所以你可以不用擔心會重複到別人已經進行的部分。甚至團體的編輯過程也可以playback，讓你知道剛剛發生了什麼事情？
  You can also edit things wiki-style with concurrent group collaboration. As anyone who has ever tried to group-edit a document on something like Google Docs knows, this can get tricky fast. But Wave offers a nice UI and real-time edit updates to ensure that even a few people editing something in a wave don’t step all over each other. When someone is editing something, you see their name outlined by a brightly colored box next to the edits they are making in real-time. If you get confused, you can just use the Playback feature I described above to jump around and see the edits.
• 上傳照片，只要拖曳到視窗就好。google wave很多功能，都可用拖曳。
  Say you want to share some recent photos on Wave, if you have a browser with Gears installed, all you have to do is drag and drop the pictures right into the Wave window.

• 就消息流通這件事情而言，blog是要朋友自己連上來才會閱讀到你的近況，但是fb會自動將朋友在fb的活動通知你，包括其訊息、留言、參與過的遊戲等等。
• blog是一個一個散著，但是fb可以成立團體，有很多美國當紅的媒體、名人、廣告主、議題等，都成立團體，所以如果你從事行銷工作，可以考慮加入各大品牌的fans團體，方便接收最新訊息。
• 另外，它是一個「系統平台」，可以容納很多應用程式applications。fb專門成立一個application diretory。
  這些程式可以適用於fb內或外、電腦桌面、手機，類型上還是遊戲娛樂為大宗，相當具有發展潛力。我現在玩過一些看似很白癡的遊戲，譬如拉Bar, 刮刮樂、黃大仙求籤等等，這些遊戲的目的是藉由流量來賺廣告。另外，心理測驗也很有趣。非常可惜的是語言交換這一個程式設計很差。http://www.facebook.com/apps/directory.php
• fb現在已經有付費機制了，我想會更促進一些新服務產生。
• 另外fb頁面朝「google設計」化了，沒有花落落的背景，整個乾淨清爽；有別一般blog花俏的版面設計。

• Selective Twitter：
  與twitter以及plurk整合，由於這兩個都是大量的短訊息發送，全部貼在fb會有點可怕，有些朋友可能不一定喜歡這種轟炸，安裝此程式，只要想要tweet(貼訊息)時，加打上#fb即可同步發在你的twitter & fb.
  Selective Twitter allows users to share specific information from their Twitter accounts. Just add the app, and punch in #fb to every tweet you want to share to make info automatically show up on both sites.
• MyCalendar:
  行事曆服務就不用多說了，包括生日、會議、考試、各種約會等等。
• Facebook Carpool：
  讓你找人一起汽車共乘，不過只有侷限在U.S., Canada, and England，好環保貼心的服務。
• Marketplace：
  市集，賣舊貨、車子、房子、或是找工作，都可。
• Flixster：
  其實有點像是電影社團，你可以對電影評分、給意見、或玩跟電影相關的測驗。比較好玩的是如果有人看片的興趣跟你相同，他會主動撮和你，讓你多認識一個志同道和好朋友，蠻不錯的。
  Chances are that at least a few of your friends probably already have Flixster on their apps list. It all starts out with a simple test, selecting and rating movies that you’ve seen or have interest in -- or not. Next thing you know, you are matched up with fellow Flixster users on your friends list with similar tastes. Users can keep things fresh by viewing trailers and adding current box office flicks to their running lists. Also, it wouldn’t be a Facebook app without a ton of quizzes to kill more of your free time.
• iLike
  音樂服務，可以讓你挑選喜歡歌手，幫你追蹤他們的演唱會日期、線上聽一些歌手免費但是不完整的mp3，也會出現在你個人fb頁面，告知大家你喜歡的歌手有誰。當然還是會拼不過美國Myspace的音樂服務。
• RSS-Connect
  如果你有使用RSS訂閱服務，fb這個功能把你所有喜歡的RSS feeds整合進來。
  We love applications that kill multiple birds with one stone. Instead of flip-flopping all over the Web to get your news, this app delivers your favorite RSS feeds right to your facebook profile page. Of course, if you’re into shameless self-promotion, you can also add your own. Choose whether you want to view that feed on your wall or in tabs. Decide how often you want it updated, and let the news fly. Users can also select whether to spread that wealth of information or keep it all private. If friends see something interesting, they can opt to subscribe to similar feeds.
• 最後兩個跟遊戲有關，我就綜合介紹。一個是跟美食有關的Restaurant Wars，將你吃過的餐廳評價，然後隨著時間，你會評很多餐廳，如果你的朋友也跟你這樣作，你們可能會重複評到同一家餐廳，可是會有不一樣分數，然後就可以開始趣味「大戰」遊戲。另一個是黑手黨遊戲Mafia Wars，得要呼朋引伴賺各種虛擬物品成為老大。

• open source : a program whose source code is made available for use or modification as users or other developers see fit. If a car goes open source, then you're permitting others to copy your engine and body design, improve it, put their improvements back into the pool and share some more.
  程式開放讓人可以任意修改
• open infrastructure: Amazon's cloud is an example of this. You build the pipes and allow people to rent them to build their own systems on.
  這裡的cloud指的是雲端運算 cloud computing，就是Amazon建立一個基礎架構，然後分租給其他人。
• open architecture: A system (hardware or software) where people can learn how it works and then build things to plug in to extend it. The IBM PC had an open architecture, which meant that people could build sound cards or other devices to plug in (without asking IBM's permission).
  軟體或硬體的開放式架構，讓其他配件可以插入。
• open standards: relying on rules that are widely used, consensus based, published and maintained by recognized industry standards organizations. It means that you're not in charge, the standards guys are. Bluetooth is an example of attempting this, so is USB.
  開放式標準是廣泛被運用，譬如藍芽、或是USB。
• open access: APIs that make it easy for people to get at the data on your platform (twitter is a great example, so is Google maps.)
  公開取閱：應用編程介面(API)
• open video: the combination of a p2p platform, open standards, free to share and open canvas.
  這種開放的video，舉youtube就很清楚啦
• open canvas: when your platform permits users to express themselves. Wordpress and Squidoo come to mind.
  Opencanvas是一套非常簡單，容易上手的繪圖工具，可連線多人創作，官網http://www.portalgraphics.net/oc/ja/
• open book: this is a form of management in which all your employees see all the books, thus bridging the gulf between management and labor.
  開卷式管理，彌平管理層與作業層的分歧。
• open sesame: the best way to get into a cave.
  這個是芝麻開門，該不會是原作者要開玩笑吧！
• open mike: when anyone who shows up can be part of the show.  I guess the difference between this and open canvas is that this is more linear. "Who's next?"
  有意思，open mike【美】開懷時間(指酒吧、夜總會中可隨意談笑、歌唱的一段時間).a time when anyone is allowed to tell jokes, sing etc in a bar or club
• open forum: users comment, rate and rank. Digg and Zagat's come to mind. We could probably divide into the approaches that are more social (Chowhound) and those that are less (Yelp).
  開放論壇，像我愛用的Digg就是，Zagat是餐廳評鑑。
• open door: simple method to allow individuals speak truth to power. Getsatisfaction is one example.
  門戶開放，讓個人可以跟當權者對話。Getsatisfaction是搭起消費者跟廣告主的橋樑。
• open engagement: when individuals in power are available to all comers for questions and answers and dialogue.
  其實engagement就是消費者參與啦！
• open bar: the alternative to a cash bar. You pay one fee and then get all you want. In a world where selling is more expensive than delivering (things like bandwidth) this makes more and more sense.
  open bar就是免費供應酒水，這個詞常在美劇出現。
• open borders: your data is portable and you can walk out with it at any time. Amazon has closed borders (your history stays there) but OPML is open borders for RSS.
  開放邊界，有自由遷徙移民感覺，也就是資料可攜。如果不喜歡某個網站，以前可以將自己資料打包帶走，現在網站經營者不一定願意開放。部分RSS閱讀器支援讓使用者自行製作OPML檔案。（OPML 是一個開放的框架）使用的概念很像將Outlook Express的聯絡人資料匯出。有了這功能，朋友間就能互相快速分享自己私房的RSS Feed。
  PS：感謝小莎幫我瞭解。
• open elections: when anyone can vote, not just the elites, or registered users, or those that pay.
  公開選舉投票。
• open house: allowing prospective buyers to walk around inside your product before deciding to buy.
  美國房仲業者，會在賣屋前面插一個open house牌子，歡迎大家來參觀。
• open sauce: a company talks about its business methods publicly to build a brand. For example, Fred Wilson talking about how he invests or DUI blogger talking about how to beat a breathalyzer. (HT to Alex).
  這個sauce故意將source改寫，因為音很類似。open source本來指程式碼公開給人使用，這裡指一公司公開討論其企業決策以建立品牌。像是Twitter投資人Fred Wilson討論他的投資，或是酒後駕車blogger講述自己如何打敗閉掉呼吸測醉器。
• open to all: the opposite of a country club. A trade show or meeting or event that doesn't work to screen out attendees.
  對所有人開放，是採取會員制的鄉村俱樂部的相反。
• open identity: A protocol for carrying your identity from site to site, at your discretion.
  Open ID就是利用一組帳號密碼就可以登遍全球各大網站和部落格，不用再去記一堆繁瑣的帳號跟密碼。這是入口網站的趨勢，其會整合好相關的其他網站服務，讓你只要進入此Open ID頁面，就可以直接通往其他網站。
• open interaction: when previously private conversations (like customer support) are handled in public (via Twitter, for example).
  公開互動，以前是私人的談話，現在公開化了，對呀，我覺得Twitter就是公眾化的MSN。
• open and shut: the kind of answer you rarely get.
  這個又是開玩笑啦，你很少得到一目瞭然(open and shut)的答案。

• Increasing the ability for frequent updates to blogs or web sites or news. 如BBC。對於常發佈新聞或是blog者，將Twitter當作一個發佈平台，有點像新聞快訊。對於某些企業，想要繞過媒體發佈新聞的，也用此服務。如 Apple posts it’s own news (bypassing the media).
• Live updates on events or conferences. 舉辦活動時，將之當作實況快訊廣播。
• Announce specials, deals or sales. Good example: Deals on Dells. Blue-light specials at Amazon. 宣告促銷訊息。
• Building consensus or a community of supporters. Good examples: Presidential candidates Barack Obama.名人如政治人物、演藝人物等，用來聚集fans或支持者，用輕鬆方式保持聯絡。
• 與人氣旺的twitter發文者合作：成功例子如Disney跟Melanie Notkin合作，發送免費的2-disc packages。Over three weeks of the campaign, she tweeted 300 times and went from 6000-7000 followers to 8000 followers. (source)
• Monitor your company / brand on Twitter. Twitter可以讓你監測別人如果討論你的產品或服務。

• microblogging (n) short posts to a personal blog, esp. about happenings of the moment
  • a microblogging site
• tweet (n.c)(vi) 一則訊息(A post on Twitter)或是發訊息的意思，例句如下：
  • Last month Demi’s husband Ashton Kutcher, 31, beat American news giant CNN to become the first user to have a million people following his updates, or 'tweets'.
  • You can tweet from your phone by texting a message to 40404. You can also text commands to Twitter, like “help” or more important, “off.”
  • Last year, Voelz, a pastor, was tweeting at a conference outside Nashville about ways to make the church experience more creative — ways to "make it not suck" — when suddenly it hit him: Twitter.
• Retweeting(縮寫RT) is simply taking a twitter post from someone else and forwarding (rebroadcasting) it to your followers.
  • to R.T. a joke worth retweeting
• DM: direct message
  • to DM a private message to a friend

什麼是social media?怎樣進行市調？
(source: http://www.brandchannel.com/papers.asp 可以下載PDF Using Social Media in Brand Research)

其實自從有網路以來，就是標榜大家可以是內容的創造者，可以互相分享，我也特別再問一個朋友web 1.0 & 2.0最大不同在哪？結論是不需要區分不同點。我想最原始的狀態就是校園BBS，然後早期廠商設立一個大的社群討論區，然後企圖吸引人過來參與此討論區，可以說模仿BBS架構；現在是個人頭頂一片天，他自己就擁有一個web space，然後與fans互動。

另外，值得注意一點，上文有點名的social media，除了MySpace有稍微獲利外，其他都虧錢。

Social Media 的種類？

• Social news: Sites like Digg, Sphinn, Newsvine, and BallHype let you read about news topics and then vote and/or comment on the articles. Articles with more votes get promoted to a more prominent position.
• Social sharing: Sites like Flickr, Snapfish, YouTube, and Jumpcut let you create, upload, and share videos or photos with others.
• Social networks: Sites like Facebook, LinkedIn, MySpace, and Twitter allow you to find and link to other people. Once linked or connected, you can keep up to date with that person's contact info, interests, posts, etc. Many people are connecting to friends and business associates with whom they had fallen out of touch. It's bringing the world together like nothing else has.
• Social bookmarking: Sites like Delicious, Faves, StumbleUpon, BlogMarks and Diigo allow you to find and bookmark sites and information of interest. You can save your bookmarks online and access them from anywhere or share them with others.

 Social Media 哪種機制受歡迎呢？

看影片這件事情還是第一名，由於google search機制很好，就搜尋結果看，影片通常先出現。自從我整個mp3硬碟毀掉，我開始不去收集音樂了，完全在Youtube找。

如何利用social media 進行省錢市調？

通常熱衷於social media者為trend setter。這種屬於word of mouth，可以先瞭解有多少人會對brand發生？然後又有多少人會看？根據國外市調，34%會寫出，75%的人會看。Three out of four Internet users read blogs (Universal Maccan, 2008). It is on blogs that a large part of the brand buzz takes place -- 34% post opinions about producta and brands on their blog (ibid, 2008)

本文中舉三個進行市調例子：

• 在Second Life進行FGD (focus group discussion)，因為此站可以視覺化，所以如果有新設計、新產品、新廣告等等，蠻方便進行。只要像一般付費給FGD參與者的錢就可以進行。
• 利用data mining tools 監測Blog上，品牌被提出多少次，以及提及時周遭的態度形容詞。另一種市調方式是請受訪者寫下對話日記，然後看該品牌被討論到什麼樣的程度？一個正面的word of mouth，可以吸引潛在消費者，並且加速消費者決策時間。的確，我會search我不熟的產品或服務，然後到處看看有哪些人給予評價，再進一步作決定。
• 在Twitter或是plurk觀察消費者每天的生活，以前市調的機制是請消費者寫每日的日記，並且附上照片等等；甚至跟著消費者一起過一天，看他們怎樣做出選購產品的選擇或是怎樣使用產品。如果想要省錢作這個Life style的市調，首先需要瞭解Twitter使用者使用行為，瞭解限制處，市調時才不會發生偏差。大部分users是在週末使用Twitter服務，也多半透過PC發。也就是假設產品訴求week day，那上班族可能會被老闆禁止使用Twitter，透過這個工具，可能難以找出consumer insights.

• 行銷成效指標
  • Improving online sales by measuring referrals from social venues all the way through the transaction process.
  • Increasing any number of strategic actions, such as e-mail newsletter registrations and "contact us" form completions or PDF, brochure, case study, and white paper downloads.
  • Increasing average pages visited to measure the strength of visitors' connections with the content.
  • Improving the amount of time visitors spend on a Web site. If the content is off target, higher bounce rates will likely result.
  • Increasing the percentage of unique and returning visitors to a specific destination over time.
  • Changing the paradigm of top referring sites and keyword referrals.
  • Improving RSS syndication levels and referrals over time.
  • Improving stats in Technorati, Digg, Twitter, and the like.
• Potential KPIs to consider when measuring social media success include:
  • Number of times your widget has been embedded on other sites and blogs
  • Number of followers who have joined your fan- or friend-based community
  • Number of positive user ratings your video has received
  • Number of positive listings for your brand in the search results pages