기업의 트위터 활용유형에 따른 도입방안에 관한 연구 = A Study on the Introduction of Twitter According to Its Application Types

다국어 초록 (Multilingual Abstract)

The population of Twitter users in Korea was 2.28 million in late 2010, which were 8.8 times more users than the previous year. It continues to show strong growth, as the number of tweets has increased an additional 34 times since 2010. Domestic companies are paying a lot of attention to the introduction of Twitter, stimulated by the growth and success of Twitter use in overseas companies.
This thesis investigates and analyzes the cases of foreign advanced enterprises that are using Twitter successfully. In order to provide an overview of the birth and growth of Twitter and an understanding of it as a phenomenon, the impact of Twitter on business was investigated. Also, by introducing the essential characteristics of Twitter, its nature and its functions were demonstrated. The main characteristics of Twitter are that it takes place in real time and that it provides quick delivery of information, openness, freedom, and strong individuality. Successful cases from advanced foreign companies were researched, investigated, and categorized by these application types. First, as a type of investigation and marketing, Twitter is used for the purpose of listening to the customers’ opions and exploring market opportunities. Second, as a type of customer relationship management, it is used for maintaining close relationship with customers by exceeding the limitation of already existing call centers. Third, as a type of branding, Twitter is used for the advertisement of the companies’ brand names and management of their loyalty. Fourth, as a type of selling, it is used for generating sales by introducing the product, time sale and releasing coupons. Fifth, as a type of collaboration, Twitter is used to plan and develop products and services by collaborating with customers. At the end of the thesis, the method for introducing Twitter is presented detail. First, clarify the goals for using Twitter, second, strengthen inner competence and organize task forces, third, develop operation instructions and guidelines, and fourth, initiate use of Twitter and give feedback about the results. Introduction of Twitter by its application types depends on for which the companies focus at their management and feedback stages. However, the likelihood of success in the introduction of Twitter is based on the existence of trusting relationships with customers in business management.

국문 초록 (Abstract)

우리나라의 트위터 사용자는 2010년 말 현재 228만 명으로 한 해 동안에 8.8배나 증가하였다. 트윗 건수도 34배나 증가하여 높은 성장을 보이고 있다. 이러한 성장과 해외 트위터 성공사례에 자극받은 국내기업들은 트위터 도입에 많은 관심을 갖고 있다. 본 논문은 트위터를 성공적으로 사용하고 있는 해외선진 기업들의 사례를 조사 분석하여 국내기업에 적용하기 위하여 연구한 것이다. 트위터의 탄생과 성장과정을 조사하며 트위터를 이해하고 그 영향력을 살펴보았다. 그리고 트위터의 주요 특성을 통하여 트위터의 본질과 기능들을 규명하였다. 트위터의 주요특성은 실시간성, 신속한 전달력, 공개성, 자유성, 강한 속인성 등으로 정리하였다. 해외 선진기업의 성공사례를 조사 및 분석하여 활용유형별로 분류하였다. 첫째 조사 및 마케팅, 둘째 고객관계관리, 셋째 브랜딩, 넷째 판매, 다섯째 협업으로 트위터 활용유형들을 분류하였다. 끝으로 활용유형에 따른 도입방법을 구체적으로 제시하였다. 첫째 트위터의 목표를 명확히 하고, 둘째 내부역량을 강화하며 전담조직을 편성해야 한다. 셋째 운영지침 및 가이드라인을 제정해야 하며, 넷째 트위터를 운영하고 그 결과를 피드백 해야 한다. 이러한 논의들은 고객과의 신뢰관계를 기반으로 기업경영에 도입되어야 성공가능성이 높아진다.

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