Integrate Instant Messenger into the communication strategy

MSN Workshop Integrate Instant Messenger into the communication strategy 26th November 2009 Szeder Péter Fastbridge Hungary

Role of instant messaging

MCDC • Chatting or instant messaging among top internet activities • Hungary: – At least weekly 49% – At least monthly 59%

Blogs Social Networks Photo sharing Video sharing Podcast RSS Gaming Instant messengers Microblogs

Social media is BIG Worldwide Hungary Site Reach UU Site Reach UU 1 Google.com 34% 571,421,228 1 Google.hu 91.99% 3,448,375 2 Facebook.com 23% 387,311,444 2 iwiw.hu 68.48% 2,566,932 3 Yahoo.com 26% 429,533,866 3 Youtube.com 62.65% 2,348,567 4 YouTube.com 20% MSN IM in Hungary: 2.400.000 user/month 330,820,181 4 startlap.hu 56.94% 2,134,542 5 Live.com 16% 267,837,012 5 freemail.hu 48.12% 1,803,903 6 MSN.com 12% 194,206,449 6 Blog.hu 42.97% 1,610,829 7 Wikipedia.org 10% 163,399,102 7 origo.hu 41.26% 1,546,666 8 Blogger.com 9% 156,823,752 8 Hu.wikipedia.org 39.40% 1,308,159 9 Baidu.com 6% 94,191,046 9 extra.hu 34.00% 1,274,655 10 Yahoo.co.jp 5% 79,454,920 10 Live.com 33.95% 1,272,468 Alexa top sites, Aug – Sept, 2009 Gemius ipsos Audience - August.2009

4th place in keeping contact Social Network 53 Face to Face 46 Email 44 Instant Messenger 37 Forums/message boards 35 Phone 34 28 Text Personal blogs 24 Post 16 Source: MEDIABRANDS “Power To The People” Social Media Tracker – Wave 4

Consumer influence channels • Increased number of influencing channels Mass market age Social media age Talk face to face Talk face to face Personal blog Comments on blogs Phone call Phone call Social network page Comments on websites Talk to a shop worker Talk to a shop worker Widgets Viral e-mails Consult a professional Consult a professional Video sharing sites Auction websites Readers letters Photo sharing sites Rating on retail sites Readers letters Phone in; TV/Radio Chat rooms Reviews on retail sites Phone in; TV/Radio SMS Message boards Price comparison sites E-mail Social bookmarking Social shopping sites Instant Messenger Forums Wish lists

IM: No. 1. in opinion sharing • 44,5% use IM for opinion sharing Source: MEDIABRANDS “When did we start trusting strangers? – Wave 3 - 2008

IM – No.4 in Looking for info 1. Search 2. E-mail 3. Official website 4. IM conversation with a friend – 69% Source: MEDIABRANDS “When did we start trusting strangers? – Wave 3 - 2008

IM: No. 4. in trust Source: MEDIABRANDS “When did we start trusting strangers? – Wave 3 - 2008

IM role in communication • ATL & display generate interest & awareness • IM is the quickest digital form of changing opinions with people who we trust • Advertising on IM platforms: – Be there when people talk – Interact with them – Involve them into brand communication

MSN is used mostly by the young • Total reach: 2.4 million users/month Source: MSN 2009

MSN vs TV prime time Az MSN Messenger használatára jellemző napszak Bázis: Az MSN Messen g ert haszn áló 15-69 év esek, n = 3000 0 10 20 30 40 50 60 70 80 90 100 reggel 16 % délelőtt 31 kora délután 14-15 óra 31 között késő délután 16-17 óra 49 között kora este 18-20 óra között 72 késő este 21-23 óra között 59 éjszaka 22 MSN peak is parallel like TV prime-time Cross media opportunity Source: MSN NRC study 2008

People of trust Beszélgetőpartnerek az MSN Messenger-en Bázis: Az MSN Messen g ert haszn áló 15-69 év esek, n = 3000 0 10 20 30 40 50 60 70 80 90 100 barátok, akiket jól ismer 93 % családtagok 53 iskolatársak 39 barátok, akiket kevésbé 31 ismer távoli ismerősök, idegenek 24 munkatársak 21 közösségi oldalakon 21 megismert emberek Friends and relatives are the most reliable source of information Word of mouth effect Trust Source: MSN NRC study 2008

Garnier Pure Summer promotion

Expandable

Emoticons & Personal Exressions

Emoticons Hangulatjelek használata az MSN Messenger-ben Bázis: Az MSN Messen g ert haszn áló 15-69 év esek, n = 3000 0 10 20 30 40 50 60 70 80 90 1 00 % beépített hangulatjeleket 67 25 küld gyakran ritkábban tölt le hangulatjeleket 44 26 Emoticons: beloved and used Source: MSN NRC study 2008

OB case study • Objectives – Increase brand of o.b., awareness for 14-18 aged girls – Promote O.B.’s volleyball site • Why did we choose MSN? – MSN is very popular medium – Engagement – Special solutions, stand-out of the crowd • Solutions: – Personal Expression—downloadable content collection for Windows Live Messenger consisting of beach volleyball themed • emoticons, winks, backgrounds, and display picture

Emoticons & Display pictures

Display pictures & background

Video is getting more popular

Gagdet ad - OB • Video ad • Product info & menu bar at the and • Multiple landing pages

Landing page 1

Landing page 2

Carefree

Carefree – Summer activity • Objectives: – Communicate the product benefits and claims – Interact with the target group – Sampling • Barriers – No landing page

Carefree – Expandable video ad • Interactive video • Sampling registration in the ad • Refreshing tips for the summer • Menu bar – always visible

Pedigree Adoption Drive

Key objectives • Use viral marketing • People should be aware of the issue of homeless dogs and feel empowered to help • Bring people attention for presponsible dog ownership

Video-sharing

Video sharing Video start rate above 95% Learnings: use different film, than on TV

Future of IM?

Convergence: IM on all screens Talk and share, everywhere 

Contact us! Szeder Péter Fastbridge Hungary T +361 802 5139 F +361 802 5101 E peter.szeder@fastbridge.hu M 1138 Budapest, Váci út 141. Skype peter.szeder-Fastbridge MSN peter.szeder@hotmail.com Web www.fastbridge.hu

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Integrate Instant Messenger into the communication strategy

by Ingrid Ihasz on Dec 06, 2009

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Integrate Instant Messenger into the communication strategy — Presentation Transcript