How brands can get intimate with their existing and potential customers in a media cluttered World It’s Not Business, It’s Personal
We all know about media fragmentation, but what we don’t talk about is how people are so continually bombarded with messages, they have evolved so they can mentally filter them out.
The fundamental problem is that media targets media channels, not peoples lives. [We are required to be able to quantify what we have spent our money on, even though what we may be quantifying is potential, not reality]
Media landscape: daily consumption 12 11 10 9 8 7 6 5 4 3 2 1 12 11 10 9 8 7 TV Radio Print Outdoor Online PM AM
The digital conundrum … . THE GAP People are spending 30% of their time online Yet 2% of marketing budgets are spent on Digital (People go online to actually LOOK FOR what they want to buy – it is the least interruptive medium ever. Build it and they come ….use it to search for what they actually want)
People are using online for their personal productivity, not just business productivity.
Life is demanding. [Incredible pressure to achieve in life and at work, linked to the Asian value system]
Japanese places Allows us new ways to form and maintain relationships ... [More contact with less meaning about less subjects. We now have ‘friend groups’ rather than friends]
Allows us to continually communicate ... [It’s about control of their situation – not missing out on things of importance and not letting in things of inconsequence]
Allows us to behave in new ways … [The ability to tell the World how you feel and what you think – with unprecedented power, freedom and social impact]
Technology is keeping us human. [The first truly networked generation in history that is allowing us to be in constant contact with those who are important to us]
Microsoft creates tools that encourages people’s private side to come out and play People are using technology at work to fulfill their personal needs/wants so the line between social and professional are blurring.
Social Networking 10% Microsoft Confidential 1 <ul><ul><li>460 Million Active Users </li></ul></ul><ul><ul><li>11% of all time online </li></ul></ul><ul><ul><li>#1 Instant Messaging Service with 8.2Billion messages a day </li></ul></ul><ul><ul><li>#1 Mail Service with 271 Million Hotmail Messages sent per day </li></ul></ul><ul><ul><li>Leading rich client applications </li></ul></ul>Content & Communications is 65% of time online Social Networking penetration is growing, but E-mail and IM remain primary communication vehicles
App E-mail (Work, Yahoo, Gmail, Windows Live Hotmail) Social Networks (LinkedIn, MySpace, Facebook) Photos (SnapFish, Ofoto, Flickr, SmugMug) IM (Windows Live Messenger) Text (SMS) People Friends, Service Members Buddies Phone Numbers Friends Contacts Messages Tags, Subtitles IMs Texts Posts E-mail Stuff Photos Shared Folders Photos, Videos Photos, Files Device PC, Mobile PC, Mobile Mobile, PC PC, Mobile PC, Mobile 2 Microsoft Confidential One List of Friends: Auto-synchronized, contextually available, groups… Integrated Communications: People-centric, multiple accounts, feeds… My Info, Available Everywhere: Auto-sync, hosted, integrated with apps… Access From Any Device: And contextual to each device… Platform: Rich experiences from many service providers, take my data with me. . .
Windows Live helps me discover and share. App People Messages Stuff Device 3 Microsoft Confidential One List of Friends: Auto-synchronized, contextually available, groups… Integrated Communications: People-centric, multiple accounts, feeds… My Info, Available Everywhere: Auto-sync, hosted, integrated with apps… Access From Any Device: And contextual to each device… App A Platform for Web Services Device Access from Any Device Stuff My Info, Available Everywhere Messages Integrated Communications People One List of Friends Platform: Rich experiences from many service providers, take my data with me
Rich apps that light-up Windows - Essentials 5 Mail Photo Gallery Movie Maker Messenger Toolbar Family Safety Writer Microsoft Confidential Leading Services Hotmail Home.live.com Groups Photos Calendar Events Sync SkyDrive Spaces Faster, more flexible ways to communicate and share Easier to integrate and manage all your digital stuff Optimized experiences for the PC, Mobile and Web
Online may be the most quantifiable media channel around … but Microsoft Advertising has tools that not only attracts people, but are not viewed as online at all*, they are just part and parcel of how they live their life. Which explains why … * Email/Messenger/Facebook