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
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
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
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.