Microsoft Digital Advertising Solutions Caroline Vogt - Head of International Research – EMEA &...
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Transcript of Microsoft Digital Advertising Solutions Caroline Vogt - Head of International Research – EMEA &...
Microsoft Digital Advertising Solutions
Caroline Vogt - Head of International Research – EMEA & Americas
Social Networking
Social Networks are not new, but have only recently experienced explosive growth
80s 90s
CHAT ROOMS
1999 ‘02 ‘03 ‘04 ‘05
BLOGS
Web 1.0 Web 2.0
• Passive consumption of the Internet
• Presentation, logic and data are indistinguishable
• User-generated content/interactive
• User in control
• Internet as a platform of sharing & contributing to the content
Social Networking has always existed online (chat rooms forums, etc) but explodes with
the growth of Web 2.0 as users take control fully and begin to appropriate the language…
Source: Illuminas Research 2007
Social Networks now deliver on more personal and social needs
Early adopter
Mainstream
Social networking
SelfExpression Empowerment EntertainmentBehaviou
r& Needs
Communication
Connection
Source: Microsoft
Social Media?Social Media?
Particip
ation
Openness
Co
nn
ecte
dn
ess
Community
Conversation
Source: E-book from Spannerworks
Peripherals (friends of friends)
How social networking mimics group interaction
Belonging Exchange Support Recognition Expression
Gesture
s
Sentences
Broadcast
1-2-1 private
1-2-1 with audience
Fluidity
Core group Followers/ passives
Audience of strangers
Core group Leaders/ actives
Any one individual could be a different type of member in different groups
Amusement/ distraction
Source: Illuminas Research 2007
LANGUAGE & AUDIENCE
GROUPDYNAMICS
MOTIVATIONS
Networks have a mixture of close and loose connections
Users recognise there is a difference between “contacts” and “friends”
Source: Circuits of Cool – MTV/Microsoft 2007
“What people want is intimacy and friendship not just contacts. Being a name on a contact list is no different from
being a business card in a rolodex. Knowing who you can learn from is what matters and what social networks should
be about”Penny Power, Ecademy
In the UK, 14-24 year olds have an average of 84 contacts on their social
network
And were a member of 3 networks
The influence of the 3rd party audience
Source: Illuminas Research 2007
The presence of these audiences is vital to the success of social networking as a mass market medium
Makes communication less intimate and so makes people more ready to contribute (“safety in numbers”)
Has allowed the conventions of the medium to be learned much more quickly, accelerating the success of SN
Passive audience is the key to the recognition/ self-esteem function of the sites
BUT, there is also a feeling for some that control is being surrendered That others are posting photos of them and comments about them publiclyThough this is sometimes a driver of adoption - people want to hear what’s being
said
Social Networking enables both broadcast and narrowcast communications
Examples of functionality:
All Points Bulletin (APB) Status updatesProfile editing Adding photos Group membership
1-2-1 (or 2 or 3) with audience Wall posts Photo comments
Public gifts
‘give em’ fives/ love’ Group interaction
1-2-1 – two people interacting offline from the main group
Instant messenger Private message
Poke/ nudge
Private gifts
Source: Illuminas Research 2007
Social Networking mimics real life languageSocial networking sites allow users to communicate at a number of points along the
spectrum from simple, non-verbal gestures to full sentences
SentencesGestures
Real world
Social networking equivalents
Tone of voiceRhetoric
Logical argumentsFacial expressions
Body languageRhyme
Rhythm
Nudges
Pokes
Gifts
Status updates
Graffiti
E-mails
Source: Illuminas Research 2007
Exchanges – gossip to information
RationalEmotional GossipExperiences (live or recent)
ArrangementsIdeasDirections
Products and services
Brand advocacyArrangements
There’s no specific thing that we talk about…I’m online pretty much all day so whatever comes to
mind really…? (Female, 23)
I can’t think what we talk about…basically if we had to pay for it, we
wouldn’t say it (Female, 21)
Social networking sites enable the exchange of a range of intangiblesFrom emotional and experiential ‘narratives’To more rational forms of information and advice
Page 11
Photos is the most popular form of content to put
on personal pages amongst 14-24 year olds
Source: Circuits of Cool Microsoft/MTV Research 2007Note: Base=All those with a personal profile
What’s on Their Profile Page?
Social networking is like a night out . . .
. . . stretched in time
. . . and space
Who uses ‘social Who uses ‘social networks’?networks’?
User profile is much wider than some may imagine
Used to be / perceived to be:YoungNerdyPossibly introvert Single people trying to find a partnerNiche / weird – why would you do it?Fanatical/ obsessiveToo much information / peeping tom syndrome – invasive to read
Now more mainstream / less stigmaWider (ever widening) age profilePart of normal social life, rather than proxyMaintain memory of good times Method of keeping in touch with friends, old, current and newA ‘healthy’ creative process – developing page is considered a skill by many, rather than a waste of timeReading other peoples sites and info as a valid way to pass time – no peeping tom element to it
Internet users between the ages of 35–54 now account for 40.6% of the MySpace visitor base, an 8.6% increase since
2005 (Source: ComScore Media Matrix, 2006)
Snapshot of Current User Types
ATOMISED
•Use sites to retain fragmenting social
circle
•Very intense type of usage to
communicate, flirt, date, build up a
network
• Supports ‘friends become family’ phenomenon
characteristic of twenties/ early-
thirties/ urbanites, etc
PEER2PEER
•Peer driven - add contacts and friends as fast as they can
•Mainly teenagers
• Share photos of nights out, people
they meet, etc
•Use full range of site functionality
BROADCASTERS
•Primarily one-way ‘bulletins’
documenting personal information relating to
specific places and events they have
been part of
• One-to-one or other 2 way communication
is often secondary driver of use
MATURE NARROW-FOCUSED
•Social networking as a tool for a very
specific purposed rather than completely natural immersion in the Web 2.0 world
•More mature group (over 35)
Made up of sub groups:
• Curious Carers• Hobbyists
• Romance 2.0 • Business networkers
HAPPY EVENTERS
•Usage often driven by need to share
photos of a specific event like a wedding
or of children
•This may then spread to keeping in
touch with people in a similar situation
IMMERSIVE/ AT EASE
Source: Illuminas Research 2007
Page 16 |
Very brand-conscious – multiple images sent of Coke, Pepsi, Nokia, Levi’s
“I love this space, it’s my schoolmate’s. I’ll leave a reply as soon as she has updated it. I come here every day”
“I searched for materials to decorate my space”
Customises everything – her mobile, her landline, her WL Space, her PC desktop, etc
Maowei, 19 Maowei, 19, ShanghaiRegularly visits friends’ spaces to comment and talk. Searches net for additional ‘stuff’ for her own site
Ben, London
Source: Essential Research, Microsoft Social Networking Research Summer 2006
“For me, it’s more of a chance to show what I do, I like taking photos. Always liked doing it and never had an outlet before.”
Male Twentysomething
Connects real friends
Tells real stories
Going forward…
“Social networks need to have social relevance, otherwise they will eventually die. The open networks such as MySpace quickly lose social and critically, personal relevance as they are trying
to serve the needs of too many people. A network works in the long term when it focuses on the individual, and the network
develops based on contact-centric experiences that are completely focused on that individual, and are broadened out
to people who matter to the individual the most”. Moz Hussain, Windows Live Spaces Product Planner
INFORMATION ENTERTAINMENT
INFORMATION ENTERTAINMENT
CONNECTION/COMMUNITY
SELF EXPRESSION
Empowerment
Consumer empowerment will be at the centre
Source: Microsoft
What does this mean for brands?
New Landscape for Media Owners & Marketers
“Technology is shifting power away from the editors, the publishers, the establishment, the media elite.
Now it’s the people who are taking control.
“We’re looking at the ultimate opportunity,” Murdoch says. “The Internet is media’s golden age.” Rupert Murdoch, Wired Magazine July 2006
How brands can make use of the medium
Good Practice
• “Joining in” and using the sites in the way they are used by consumers
• Allowing negative as well as positive comments and inferences
• Giving people a reason to “view your profile” (i.e. letting them have something for nothing)
• Making ‘friends’ (and letting everyone know about them!)
• Co-operating and being inclusive
Bad practice
• Trying to be too controlling or precious with your brand
• Policing the site and attempting to portray only the positives - appears dishonest
• Expecting your brand alone to be enough to pull people in when it does not “communicate”
• Openly competing and try to put others down
• Trying to take charge and being exclusive
Social networking is like a language. Breaking the rules not only frustrates your attempts to be understood but makes you look foolish and out of place.
Branded Content can add to the experienceTo ensure maximum acceptance, ‘go with the flow’
Develop vehicles whichFacilitate/ exploit fluidity across members, how they communicate and
shareTo tap into motivations for involvement in Social Networking
Branded ‘gifts’Free gifts to send to people for particular emotional momentsE.g. enable people to send a to friends who are having a bad dayOr send a to a friend who has had some good news
9% have already added branded content
72% would if it was interesting or relevant
Source: Illuminas Research 2007; MetrixLab 2007
Rules of engagement
1. Understand consumer’s motivations for using social networks
2. Express yourself as a brand
3. Create and maintain good conversations
4. Empower participants
5. Indentify brand advocates
6. Behave like a social networker
Page 26 |
Web 2.0 and Beyond
Who owns the brand?
Authenticity is paramount
Conversational marketing
Things will happen more quickly
Consumers will shape the media plan
Blurring of ‘virtual’ and ‘real’
Thank you