2
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

Source: Markus Angermeier
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Source: Markus Angermeier
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Source: Michael Wesch - Mediatedcultures.net @ Kansas State University
5
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

“Death” of Traditional Media
Transition to Mainstream
Web2.0
Advertising Web1.0
Multi-Directional
Uni-Directional Bi-Directional
Small Worlds
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 6

Source: Global Insights as published in BusinessWeek
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 7

Source: Interactive Advertising Bureau (IAB), PricewaterhouseCoopers (PwC) Estimates, 2007
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Source: Mohan Sawhney, Kellogg School of Management
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10
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

Source: Wikipedia
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Source: Various
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Source: Sandvine
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 15

Source: Casaleggio Associati. 2006,
based on Technorati data, 2006

Source: iMedia as cited in press release, December 17, 2007
according to US Advertising Agency Executives, 2007 (% of respondents)
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 17

Source: http://www.nielsenbuzzmetrics.com/cgm
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22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

http://wonderactive.jp/award/nike/kimewaza/index_e.html
http://nike.msn.co.jp/
21
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Source: UM Wave 3 Data, Active Internet Universe Estimates, 2008

Source: UM Wave 3 Data, 16-54 Active Internet Universe Estimates, 2008
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70%
60%
% Ever Read
Source: UM Wave 3 Data, Active Internet Universe, 2008
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Source: UM Wave 3 Data, 16-54 Active Internet Universe Estimates, 2008
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22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 30

59%
42%
Source: UM Wave 3 Data, 16-54 Active Internet Universe Estimates, 2008
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Source: UM Wave 3 Data, 16-54 Active Internet Universe Estimates, 2008
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Worldwide Growth of Selected* Social Networking Sites
June 2007 vs. June 2006
Total Worldwide Home/Work Locations Among Internet Users Age 15+
Source: comScore World Metrix
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 33

74%
23%
Source: UM Wave 3 Data, % What done with Social Network Page (Social Network Users), 2008
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Source: UM Wave 3 Data, % What done with Social Network Page (Social Network Users), 2008
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22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 36

Base: US online consumers
Source: NACTAS Q2 2007 North American Social
Technographics online survey and NACTAS Q4 2007
Youth online survey (12-17)
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 37

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22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 39

Subject matter
experts in these
affinity groups
Connectors
Prominence
that pass on
and dominance
information
of certain
either within or
topics on the
among affinity
web
groups
Influencers Enthusiasts
who impact the who are looking
affinity group for information
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Center
Periphery
42
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43
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44
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46
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48
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49
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

Source: Nielsen blogpulse live, 2008
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Source: Nielsen BuzzMetrics, 2006
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52
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53
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http://www.flickr.com/photos/grahamstanley/231628852/
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Source: Forrester Research February 9, 2007
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Source: Forrester Research February 9, 2007
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Source: Forrester Research February 9, 2007
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Source: Forrester Research February 9, 2007
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Source: Forrester Research February 9, 2007
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Source: Forrester Research February 9, 2007
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68
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

Source: Facebook, 2007
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 69

Source: Adonomics, January 3, 2008
Ranked by Total Installs, January 3, 2008
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 70

1. Top Friends Slide 23.7 10%
2. Super Wall RockYou! 22 15%
3. FunWall Slide 21.5 19%
4. XMe RockYou! 15.6 3%
5. SuperPoke! Slide 15.2 6%
6. Movies Flixster 14.9 8%
7. Likeness RockYou! 14.2 2%
Jimmy Kittiyachavalit,
8. Causes 14.1 1%
Brad Fultsand others
Nik Gandhy, David Young
9. My Questions 12.9 1%
and Jeremiah Robison
10. iLike iLike Inc. 11.4 4%
Source: Adonomics, January 3, 2008
Ranked by Total Installs, January 3, 2008
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Source: Adonomics, January 3, 2008
Ranked by Active Users, January 3, 2008 (millions)
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 72

Source: eMarketer Calculations (% of respondents), October 16, 2007
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 73

Source: eMarketer, December 2007
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http://apps.facebook.com/officepoke/
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 76

http://apps.facebook.com/framedagain/
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Source: comScore Widget Metrix as cited in press release, January 24
Ranked by Unique Viewers, November 2007(thousands and % of total internet users)
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Source: Jupiter Research and Ipsos Insight
Among US Adult Internet Users, by Age, August 2007 (% of respondents)
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Source: Forrester, US Interactive Marketing Forecast, 2007 to 2012, October 2007
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Sources: Doubleclick, eMarketer, Eyeblaster, ABI Research estimates
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90
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92
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93
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94
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