User Generated Content and Approaching Advertising in Social Networks Search

User Generated Content and Approaching Advertising in Social Networks Search OMD International Caroline Vogt Head of International Research: EMEA & Americas Web 2.0 A Bigger Bang The second internet goldrush is in full swing, and this time it’s all about real people, creating, editing and showcasing their own lives and opinions Page 2 | Source: The Guardian 4th Nov 2006 The rise of social networking sites Page 3 | A shift from authority to openness and collaboration Source: Spannerworks.com, 2006 Page 4 | What characterises social media? • PARTICIPATION • OPENNESS • CONVERSATION • CONNECTEDNESS • COMMUNITY Source: Spannerworks.com, 2006 Page 5 | Different levels of involvement with social media CREATION SHARING VIEWING Page 6 | Creating content is still in the minority – but they are still significant numbers • 29% have built their own website • 16% have started their own blog • 11% have edited existing online content European Markets Frequent Internet Users – “We are all media owners now” March 2006 Page 7 | European Markets Frequent Internet Users – “We are all media owners now” March 2006 And content creation will grow “Which of these do you plan to do in the future?” Build my own website 40 Start my own Blog / Weblog 34 Edit existing online content (e.g entry on Wikipedia) 33 0 10 20 30 40 50 European Markets Frequent Internet Users – “We are all media owners now” March 2006 European Markets Frequent Internet Users – “We are all media owners now” March 2006 Page 8 | Sharing content and opinions is more common – photo sharing is the most popular activity “Which of the following have you done online?” Shared photos on the Internet 57 Posted a comment on a news site 49 Submitted a story / article to a website Sent a picture taken with a mobile phone to a website 31 24 0 Page 9 | 20 40 60 80 100 European Markets Frequent Internet Users – “We are all media owners now” March 2006 Viewing and reading social media even more common – in particular personal content “What kind of blogs do you read” Personal Blogs (diary sites) Photo Blogs (Blogs containing peoples photos) Family or friend Blogs News / Current Affairs Music Computing Film / TV Technology Gaming Travel Shopping Sport Science Video Blogs (Blogs containing amateur videos) Business Corporate / Company Blogs 0% 10% 20% 30% 40% 50% 60% 70% 80% European Markets Frequent Internet Users – “We are all media owners now” March 2006 Blog Page 10 |European Average Regular Internet Users – “We are all media owners now” March 2006 Users: Technology is enabling “Internet users” to become participants • Content creators “The spaces thing is still in its infancy. Once everyone has it, it will change communication much more” Male 35+, London • Community creators • Conversation creators • Newness of behaviour recognised “There’s been such a big change in internet use recently” Female 18-34, Manchester Source:Essential Research, 2006 Page 11 | Implications for traditional media owners “Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control. “We’re looking at the ultimate opportunity,” Murdoch says. “The Internet is media’s golden age.” Rupert Murdoch, Wired Magazine July 2006 Page 12 | Implications for Marketing • It takes 6 months to create a TV ad – and 2 hours to create an online viral • It takes 3 weeks to create and write a press release – but blogs are written and posted in seconds • It takes a month to get focus group feedback – but global online audiences shape opinion 24/7 Technology has democratised what was once Technology has democratised what was once the world of "the few" – now we all have one voice the world of "the few" – now we all have one voice Page 13 | Understanding how advertisers can engage in social networks Page 14 | Research Overview 183 participants • Objectives – To provide an understanding of the personal spaces market and the positioning of WL Spaces To explain the motivations for using WL Spaces and the role it plays for members To provide insight for advertising partners on commercial guidelines A multi-faceted qualitative approach was designed, mixing in depth interviews, friendship triads, home visits and online journals and Messenger chats Chicago, Philadelphia, San Diego 7 Triads, 7 depths [10 home visits] 12 online journals Toronto, Montreal 9 triads, 6 depths [9 home visits] 14 online journals Shanghai 5 Triads [5 home visits] 21 online journals London, Cheshire 4 triads, 5 depths [5 home visits] 6 online journals Sao Paulo 4 triads, 4 depths [6 home visits] 4 online journals Paris 4 triads, 4 depths [6 home visits] 1 online journal – – • Research Approach – • Timing: Summer 2006 • Sample: 18-34 (friendship triads); 35+ (depth interviews) • Conducted by Essential Research Page 15 | Culture impacts on usage More flirtatious; Orkut ultra-addictive. Photos of social life are big. Less networking. Existing friends are key. Heavily etiquette-driven Market heavily friend-driven. Migration has big impact. Social co-ordinating & documenting are common Strong culture of personal expression and blogging; photos as mark of creativity. Far less socially-oriented Spaces as entertainment; important work/external perception factor Photos of social life are big. Spaces as new social currency. Page 16 | There is some hesitancy amongst advertisers about entering this environment Network’s perspective 1. Its my personal space 2. My community has power 3. Don’t intrude Brand’s perspective 1. Unmanaged media environment 2. Potential for brand manipulation 3. Fear of intruding personal environment Source:Essential Research, 2006 Page 17 | Advice from social networkers….. Network’s perspective Brand’s perspective No category rejection, 1. Its my personal acceptance of advertising Unmanaged media 1. space environment But clear advice… 2. My community has 2. Potential for brand 1. Not enough just to be manipulation power there 3. Don’t intrude 3. Fear of intruding 2. Need to be relevant personal 3. Create permission environment Source:Essential Research, 2006 Page 18 | Engaging in Social Networks Create permission Drive conversation within networks Drive conversation between brand and network Characteristics of Social Media Participation Openness Conversation Community Collaboration Page 19 | Source: Spannerworks.com, 2006; Essential Research 2006 Create Permission What are the rules for standard ad formats? Are they acceptable in a personal space? Understand how people use networks Page 20 | In general, banner advertising is accepted PUSH Users accept banner advertising – they are not viewed as having to reflect the user’s interests nor intrusive Page 21 | Source: Essential Research 2006 But, you are entering a personal space – don’t intrude! “it takes away part of my space. It’s ironic, it’s called Spaces, but here are ads that take away space.” no sense “quiet”(Male 35+, London) barely noticed by many more of a niche say: Wow! of purpose or call to action/ direction Intrudes into users’ ‘personal space’ Page 22 | Ultimately only the most interested user will allow the submission of their space to the advertisement Executional guidelines CONTROL AND CHOICE IS KEY PUSH • Users either hate or fear ‘entrapment’ banners promising rewards – some fear clicking over as it may expand/take details etc • Make ads clear in terms of what user is expected to do • Graphics/video sit well in a Space (but don’t clash with user content) • Making audio optional is a virtue Page 23 | Understand Motivations to use New Outlet for Creativity A form of social currency “(Messenger) makes it easier to talk to a girl you’ve just met in a bar. You go to their Space for the more personal stuff. It’s like it’s replacing the first date” Male 18-34, Manchester Deepening Relationships “A colleague told me about his Space. I saw he likes to travel, he likes rock-climbing, he used to be in a band. You find out all these things about people that you wouldn’t otherwise have known” Male 35+, London “It changes how I view things because now with my space I am always thinking of a new idea to talk about; before when I went to see a movie I would just sit there and enjoy it but now I get more reflective of it, in terms of what I can say about it on my Space” Canada Self Expression “People see a side of you they wouldn’t normally. Maybe a more fun, cheeky side of you” Female 18-34, Manchester Page 24 | Understand Motivations to use UNDERLYING MOTIVATIONS (NEEDS) Personal achievement / actualization Individualism & creativity Friendship & belonging Discovery & exploration Sex & relationships Self expression Communities Extending networks THESE NEEDS IMPACT CHOICE OF SITE AND BEHAVIOUR WITHIN IT Documenting the moment Networking Selfactualization New dimensions Popularity seeking Social Coordinating Keeping in touch Playing the field Friendly curiosity Innocent voyeurism All these have distinct motivations, ways of behaving and relating to content and the viewer Page 25 | “Open” vs “Closed” Networks impact on how people view and use NETWORKING/PRIVACY FUNCTIONALITY OPEN (limited control over viewing and networking) CLOSED (control over networking and viewing – invitation) WL Spaces 1. Perception: Unsafe 2. Viewer: 3. Behaviour: 4. Attitude: 5. Content: Often unknown Often Addictive Fun Shallow 1. Perception: Safe 2. Viewer: 3. Behaviour: 4. Attitude: 5. Content: Known Rational Serious/Fun Deeper Page 26 | More personal content shared on more “closed” networks Page 27 | Source:Essential Research, 2006 Create conversation within communities/networks Through use of standard ad formats Tap into “valuable” networkers Associate with communities Use branded properties to stimulate conversation Page 28 | Executional variation can stimulate word of mouth “I’d like go on a friend’s Space and see he had a different clip from mine so I’d definitely message him and ask how he got it” Male 18-34, Philadelphia “It’s important not to put the same ad on everyone’s Space – if you run different ads on different days and different sites it would make people say what have you got on yours?” Male 35+, Toronto Page 29 | Source:Essential Research, 2006 Maowei, 19, Shanghai Regularly visits friends’ spaces to comment and talk. Searches net for additional ‘stuff’ for her own site Popularity Seeking “I love this space, it’s my schoolmate’s. I’ll leave a reply as soon as she has updated it. I come here every day” Chats to friends using Messenger and SMS while studying and downloading TV shows and films. With friends she is engaged in a constant cycle of creation and commenting in WL Spaces (and other sites) “I searched for materials to decorate my space” Very brandconscious – multiple images sent of Coke, Pepsi, Nokia, Levi’s Customises everything – her mobile, her landline, her WL Space, her PC desktop, etc “This is the phone I want to buy, it’s a Nokia” Page 30 | Popularity Seeking Commercial Opportunities Younger: make me look cool(er) Older: make me look sophisticated All: make me look vital to my group I want brands to interact with me, I want to personalise and customise "I wanna decorate my Space as much as I can. Maybe that’s cheesy but I want to make it look great and stand out.“ Female 18-34, USA The decoration of the personal page is actually a driver and point of discussion within this author’s network Page 31 | Associate with communities Volvo “What’s your story” Page 32 | Volvo“What’s Your Story?” (http://whatsyourstory.msn.com/) Campaign Objectives • Create an ongoing platform to engage adults 25-54 with Volvo. • Represent core Volvo brand values: human focus; active attitude • Continue to deliver a breakthrough experience worthy of the Volvo + MSN partnership by connecting with authentic human stories • Associates Volvo with the blogging experience, rather than the content itself. Goals/Results: • Engage consumers with ‘Volvo for Life” • Increased brand favorability and consumer agreement with Volvo brand attributes • Drove purchase consideration for Volvo automobiles • Increased web search for Volvo keywords Page 33 | Page 34 | Use Branded Properties to stimulate conversation/sharing - Sponsored Gadgets Gadgets work: 1. 2. 3. 4. 5. they add real content they are entirely user-selected they allow individual expression they’re free they help cement the role of the Space as the user’s online hub Positively, users made logical and often creative connections between a gadget and the type of sponsor behind it Page 35 | Create conversations between network and brand Create interaction and involvement “Open” the brand to interaction Page 36 | Join the Network – Create a Space Respondents discussed what a sponsored space (rather than ‘standard’ website) might bring to a brand • younger users: gives brand more currency • expectation to leave comments and suggestions – potential for currency and dialogue • tool to project personality of brand e.g. heritage, storytelling, interactive games or quizzes • ‘micro spaces’ could be dedicated to new product launches (use potential of photo gallery) “so with Adidas they could do something on their first ever factory or this is how we made our first ever trainer“ Male 24 Chicago Page 37 | Create interaction and involvement with branded content….but stay authentic Members express their individuality – brands should too. Showcase a side of your character they don’t normally see Page 38 | McDonalds “Express yourselves” Page 39 | Positive Results Results Competition entries – 195 uploaded images Visits: 44,752 votes submitted Viral Spread: http://www.sweatdrop.com/forum/showthread.php?p=65339 Page 40 | An extreme, but interesting example Certain users – the more brand-involved and heavy users – spontaneously suggested examples where the user takes even more control of the commercial property. An example from China: “A white Adidas shoe emerges on my space, and everyone who comes to my space can sign or doodle on it. In the end, it becomes my own shoe.” Should this type of execution reserved only for ‘braver’ brands? Page 41 | Underlying Principles Understand the motivations to use Express yourself Create & maintain good conversation Empower participants Behave like a good Spaces member Page 42 | The best Spaces advertisers will behave like the best Spaces participants Be creative Be honest and courteous (permission) Prove your individuality Be conscious of your audiences Update regularly! Source:Essential Research, 2006 Page 43 |