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Apresentação Tim Lucas - TWRAmericas , New Brand Communication 09

Apresentação Tim Lucas - TWRAmericas , New Brand Communication 09

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  • Apologies if hungover - birthday yesterday Will speak in English to keep it brief 1. Introductions To TWRAmericas and to what we do: London and Sao Paulo / Floripa- but increasingly global The team here today - thanks to them What do we do Should say MR but nobody likes MR - neither do we - so we tend to try and do things a little differently Stuff like this…
  • Manchester - Harriet - lucky to be there for the summer working on project for Microsoft and this… came up Difficult to get to drawn into just one anecdote - but very revealing of a number of interesting themes across some recent projects we’ve been working on Different relationships - postiitves and negatives of social networks but also how our relationships are developing over time
  • This clip comes from a project for MS but also other projects … A few issues that have arisen from some projects in UK and Brasil Looking at issues around technology / social networking / presence based media - for clients such as Nokia Microsoft DFID Yahoo BBC
  • All of which happening at the same time as a number of new stories about social networks in UK and Brasil Old media scare about new media - what is their impact on peoples perceptions of social networks? Staff who were suspended and 3. Globo policy = Clearly some interesting new behaviours and issues in terms of individuals and their social networking lives
  • and a deluge of statistics - And brands and experts talking about how to exploit the new world of social media / even in research – companies promoting their online ethnographies Not that these don’t matter But - What’s missing – deeper understanding of the individual / PEOPLE Behind the screens It seems quite logical - if brands and those of you who work in comm’s want to interact (keep seeing the word dialogue) That we need to get closer to the experiences of consumers and understand what are the RULES of ENGAGEMENT?
  • So… what did we think … well
  • So … We decided to explore in more detail some of these issues Today we want to ask some questions and highlight some interesting observations – not answers – We don’t have much time - focusing on some key findings Work in Progress This is a THINK PIECE - not a manual Questions - generate some thinking and informed decision making we don’t think research works best in this way How did we do it?
  • Like this.. Sorry no questionnaires (we do have a few numbers though … But spending time with people - observing / interacting / collaborating / listening, listening, listening Not just YOUTH - most interesting is perhaps people who have lived through non online lives
  • The Tweets - ill talk more about those later - but we have been posting a series of tweets - in a competition between myself and alberto This was the first one - To get us underway - a few basic clips
  • VIDEO - As we said at the start - people is what this is all about -
  • How do people relate in different ways to different social networks? Although many of the boundaries of our individual identities and behaviours are being blurred – there are still elements of our identity that remain and remain important in defining our on/offline beings and behaviours Different sites mean different things to different people by age / social class / culture / maturity of relationships and needs By context and by needs Also interesting how people are evolving in their usage and adapting and adopting to networks in different ways How much do you think it is possible to separate your on and offline lives? As we will go on to look at there are some interesting new dynamics being created However - In many ways we can use tools to replicate existing structures and behaviours - its another option / form
  • one attempt at doing this … - UK – typologies of social networkers From Ofcom Although a little basic and undertaken 2 years ago Maturing Porcess and rapid evolution …
  • 1. What next? o Already see the changes which have happened - processes and behaviours will continue to evolve O Cultural differences the evolution of different redes in different locations US / Uk and Brasil o bessaliel and the role of government With new changes lets see…
  • One of the most interesting points from the first clip - was this issue of the new ethical considerations -
  • Not just young people – actuall what appears to be more interesting is when we go through those major life changes / processes that we are confronted by having to renegotiate what we let in and out
  • As we said at beginning – this is about about connecting and dialogue and conversations with individuals (for brands) Need to understand what are some of the emerging rules of engagement in this social media space As individuals we are increasingly being confronted by these new negotiations – new opportunities and new ethical negotiations we are making – how and when we choose to engage Links to next point
  • Fakes and what is real Negotiation about I love the debate about Authenticity – obvious implications to brands
  • We’re all doing it We’re all hypocrits
  • Final clip should be the orkut clip Privacy and we were wrong – I was wrong – thinking it was dead No its just an evolving concept Two things going on Negotiated situation of how much we tolerate for what reward - I think this is different for different people in different situations Cognitive dissonance – say one thing but want something else We say we want to be protected but also we want to be voyeurs - Risk management – overcompensate for privacy fears and the network becomes less fun
  • Old model would predict that users see risks as primary, and that they would protect their information by using privacy settings maximally, not disclosing much information, and only friending those they have established trust relationships with Again we can see how our Attitudes and Relationships to sites differ by who we are .
  • Cognitive dissonance – say one thing but want something else We say we want to be protected but also we want to be voyeurs - Risk management – overcompensate for privacy fears and the network becomes less fun
  • - many of these issues are part of broader processes from our celebrity lead culture – where teens take their lead from adults to - changing workplace and experiences of work v leisure – 24 hour office - technologies and what it allows us to do - creating new opportunities and new challenges Claires clip is very revealing we can work outside of our job
  • One of the consequences COLLAPSE of BounDaries - my mistake and the 2 slides
  • This is about bigger trends More choices and more technoloies - TIME is the one constant Adapt and adopt to the new tech’s at our disposal Some of us are at different stages and need more help Again - exposes how we are different as individuals
  • 5. Theme 4 – Implications to brands – we didn’t set out to specifically look at this with any brand in mind / pay us please and we’ll go out and explore for you
  • More brand specific and tech specific examples available here… What’s emerging - Individuals are beginning to become more savvy They’re asking those questions about - when and how they are willing to be engaged with Level playing field - democratisation of media / content Control in consumers hands As we have argued… It all comes back to developing a sensitivity to PEOPLE How and when do we want to connect and how (especially relevant as we move into more mobile based – presence based technologies) Push v’s pull based ad models – where does control lie? as the divides of identity break and mix and get complicated with all the new devices at our disposal ...we react in different ways based on who we are  we are still humans - and good researchers like those fab folk at TWRAmericas are just the people you need to understand them - what goes on behind the screen and their decision making processes The risks of getting it wrong – Jan Moir and Toyota
  • To Finish Conversations or shouting to be heard Respected friend was talking about twitter and said it was … So our little experiment with Twiter to try and generate conversations – how did we do …

Nbc09 Twr Americas Nbc09 Twr Americas Presentation Transcript

  • Digital Behaviours - Connecting with People in Social Media October 2009
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  • Vox - Pops Twitter Comment Deliberative Research Global Multi-Disciplinary Approach Range of Ages & Social Class Video Interview Specialists - marcomms Specialists - academics Interviews Digital Observation
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  • 69% of us want to hide our online profile from someone Microsoft 2009
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  • A new model of privacy in SNS
    • Old definitions of Privacy: risks as primary: protect information by using privacy settings maximally
    • New model predicts: Users see both risks and benefits to disclosure: benefits for many outweigh risks
    • Users erect boundaries to regulate privacy:
      • less likely to limit searchability, and more likely to limit profile’s visibility
      • disclose information that helps them further social relationship goals and less likely to disclose info that jeopardizes their physical safety
    • - unlikely to apply stringent restrictions to whom they befriend
    • Other factors (risk-benefit differential, privacy concern, and sex) also influence boundary management
    • Differences by nationality - UK to Brasil: different concerns
    • Presence based media
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      • 78% of people believe the regular 9 to 5 no longer exists
      • 72% of people use working hours to organise their personal life
      • 72% of people browse the internet at work for personal reasons
        • 64% make and take work related calls from home
        • 61% check work related e-mails from home
    • 80% of us believe that, because we are better connected
    • Microsoft 2009
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  • Identities Personal Lives Working Lives Brands
  • Private & Public Personal Life Family Life Work Employer Brands Government Communications Entertainment Content Intelligence
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