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Jay Stevens My Space
 

Jay Stevens My Space

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Jay Stevens My Space Jay Stevens My Space Presentation Transcript

  • Agenda
      • A Brief History
      • What is Social Networking
      • Changes in Online Behaviour Patterns
      • The MySpace Generation
      • Never Ending Friending
      • Permission Branding & Brand Networking
  • MySpace History
    • Site officially launched January 2004
    • A “Next Generation Portal” built on a social networking infrastructure
    • Founded by Chris de Wolfe and Tom Anderson
    • First European employee – February 6, 2006
    • Grown from roughly 1MM uniques throughout Europe to more than 25MM today
    • July 1, 2006: 5 Employees + 3 Consultants in UK only
    • Today: 175 Employees in 10 European Territories
  • Pan European Footprint: Site Localised in 10 Markets
    • UK (April ’06)
    • Ireland (June ’06)
    • France (Sept ’06)
    • Germany (Sept ’06)
    • Spain (Jan ’07)
    • Italy (Jan ’07)
    • Netherlands (April ’07)
    • Sweden (June ’07)
    • Austria (June ’07)
    • Switzerland (July ’07)
    • Denmark - Beta
    • Finland - Beta
    • Norway - Beta
  • Social Networking: By Definition
    • A "social network site" is a category of websites with:
    • Individual profiles
    • Semi-persistent public commentary on the profile
    • A traversable, publicly articulated social network displayed in relation to the profile.
    *Source: apophenia, 11/2006, author: Dana Boyd
  • Online Media Consumption
  • April 2006 *Source: comScore Media Metrix April - 2006 3.6 Billion Pageviews... Items 1 to 500 of 2000 Total Unique Visitors (000) % Reach Average Daily Visitors (000) Total Minutes (MM) Average Minutes per Usage Day Total Pages Viewed (MM) Average Usage Days per Visitor   Total Internet : Total Audience 30,058 100.0 19,075 52,599 91.9 93,972 19.0   1 [E] EBAY.CO.UK 16,204 53.9 3,245 2,712 27.9 5,281 6.0 2 [E] MSN.COM 20,016 66.6 7,285 2,691 12.3 3,010 10.9 3 [E] GOOGLE.CO.UK 20,511 68.2 6,695 915 4.6 2,882 9.8 4 [E] HOTMAIL.COM 15,383 51.2 4,687 2,005 14.3 2,057 9.1 5 [E] YAHOO.CO.UK 12,917 43.0 3,233 888 9.2 1,751 7.5 6 [E] BBC.CO.UK 16,360 54.4 2,846 971 11.4 1,504 5.2 7 [P] MYSPACE.COM 3,570 11.9 641 530 27.6 1,412 5.4 8 [P] PICZO.COM 3,718 12.4 620 342 18.4 1,294 5.0 9 [E] YAHOO.COM 14,126 47.0 3,114 818 8.8 1,284 6.6 10 [P] BEBO.COM 2,899 9.6 459 281 20.4 880 4.8 11 [E] GOOGLE.COM 17,241 57.4 5,205 363 2.3 870 9.1
  • August 2007 ...to 21 Billion Pageviews! *Source: comScore Media Metrix August - 2007 Items 1 to 50 of 14384 Total Unique Visitors (000) % Reach Average Daily Visitors (000) Total Minutes (MM) Total Pages Viewed (MM) Total Visits (000)   Total Internet : Total Audience 31,918 100.0 22,306 66,851 109,741 2,274,043 1 [P] BEBO.COM 10,740 33.7 3,013 3,602 8,602 201,791 2 [E] GOOGLE.CO.UK 26,768 83.9 11,263 1,777 5,231 909,246 3 [E] EBAY.CO.UK 18,910 59.2 3,484 2,780 4,399 211,498 4 [M] MYSPACE.COM 10,175 31.9 2,131 1,779 4,305 140,805 5 [P] FACEBOOK.COM 8,996 28.2 2,166 1,889 4,142 151,155 6 [E] MSN.COM 22,631 70.9 6,711 2,304 2,428 412,578 7 [E] LIVE.COM 21,961 68.8 7,078 766 1,945 437,105 8 [M] YOUTUBE.COM 15,610 48.9 2,550 1,782 1,939 122,578 9 [E] YAHOO.CO.UK 14,757 46.2 3,744 1,074 1,913 254,980 10 [E] HOTMAIL.COM 16,041 50.3 4,558 2,005 1,819 260,103
  • The MySpace Generation
  • The Rise of Social Networking: Filling Needs
      • A User’s Profile Can Be Thought of As a Metaphor to Their Room or Apartment
      • The Profile Has Become A User’s Online Persona
      • This is the First Internet Generation….They Have:
        • Grown Up Sharing Their Lives Online
        • Grown Up With Cell-Phones
        • Grown Up With 100’s of TV Choices
        • Grown Up Owning Their Media Experiences
          • TIVO, Ipod, Pro-Tools, etc.
      • A Place to Connect, Discover, Express
      • Online Self-Expression Has Been Evolving for 10+ Years
        • Personalized Web Pages (GeoCities)
        • Blogs & Wikis (Blogger, Wikipedia)
        • Photo Sharing (Snapfish, Ofoto, Shutterfly)
  • MySpace is their space…
  • Never Ending Friending
  • 400 Million social network users worldwide Social networking sites maintain top placements almost every European territory 86% of UK 15-34 year olds are now on social networking sites 4.3 Billion monthly UK page views on MySpace Reasons for quick category growth and heavy usage patterns Is the “media landscape” being effected? What ways, if any, SN usage enhances users’ daily lives? Facts Questions Rationale
  • Key Findings
    • Social network sites build deep emotional connections
      • Breeds sense of ownership unique vs. other sites
      • An online destination demanding constant updating
      • Deepens existing relationships more so than creates new ones
    • Making over life and media
      • SN overtaking TV both in hours and preferences
      • Especially strong in prime time!
      • Video substitution taking place
    • Clear usage evolution
      • Longer tenure = greater commitment, involvement, brand interaction
      • More than just teens and young adults: growing strength among 25+
  • The Rise of Social Networking: Filling Needs Life with MySpace Life without MySpace Briana, 27, New York
  • Enhancing Life Offline Social networking experience “ If you’re not on there, you’re missing out on something in your real life.” “ MySpace is My Life.” I am never bored when using social networking sites There are just so many things to do The site adds fun to going out I’ve been having more fun in life in general I’ve been more plugged into the music scene I’ve felt more on top of trends and what’s new It makes my life more exciting I’ve discovered brands and products that I really like 73% 66% 56% 48% 47% 46% 45% 40% Base: Social networking users, ages 14-34 (2,605)
  • Q: During the past week, approximately how many hours did you spend doing the following activities? Base = SN users 14-40; n=2,605 non-users 14-34; n=431 Social Networking: Altering the Media Mix Weekly hours spent… SN users more engaged
  • Building A Network Within A Network
  • How it Works
  • Brand Networking The Power of A Social Networking Dialogue…. Amplification of Message Direct Brand Interaction
  • MySpace Users Connect and Engage With Brands Permission  Attention Span  High Value Touch Point 9,500+ friends 14,000+ friends 70,000+ friends
  • A New Social Currency Emerges Reward Participation Enrich the Experience
    • The New Value Creation Model Is Captured In Social Media
      • Before, most online evaluation models only looked at the B2C advertising value
      • B2C + C2C = Value Creation
      • The C2C (pass-along effect, consumer to consumer) generated over 70% of the total ROI
    • The ROI From Advertising On MySpace Is Competitive
      • The average cost to influence each person on purchase intent is stronger than most online properties
    Momentum Effect Summary MOMENTUM EFFECT SUMMARY Rex’s Profile – after adidas Rex’s Profile – before adidas Source: NEF study, April 2007, commissioned by myspace, isobar and carat Source: momentum effect research conducted by marketing evolution
  • From broadcast....
  • ...to Viral
  • Implications for Brands and Agencies
    • Social networking = influence
      • Influence greatest among friend groups
      • Only social networking—beyond digital music, cell phones, video gaming, media—is by its nature populated and defined by friends
      • The most powerful potential commercial environment today!
    • Social networking must be in the media mix
      • 86% of the UK’s 15-34 year olds use SN apps, with deep emotional bonds
    • Friending is the new advertising.
      • Want a company to advertise to me? No. Want them to be my friend? YES!
    • Create an ongoing relationship.
      • It’s more than about a single home-page campaign: it’s about being a friend on their page, a constant presence. Maximize this unique environment!
      • Personify your brand or product. Make yourself friendable.
  • Thank You [email_address]