comments for myspace

MySpace & Web 2.0 November , 2006 Prepared for Marcel Media Today’s Agenda • • • Evolving Media Landscape Social Networking & Web 2.0 How Does Social Networking Community Sites Fit In with a brand’s objectives? Media Landscape Moves Towards Empowerment • • • • • Fragmented audience Consumers are participants Knowledge is power Content is king & democratized One to many, one to one to many The Net-Generation Is A Driving Force • • • • • • Living lives online “The world according to me” Instant gratification Content defines them Being first Devouring media whenever, wherever Understanding The Fabric Of Web 2.0 • 16-34 year olds have grown up with choice Self-Expression • Today’s technology fuels immediacy • People gather around similar interests Discovery Interaction • Users determine what’s interesting and cool because they create the content “Humans Want To Be Accepted And To Belong…” • • • • • Acceptance and respect Self-respect and recognition Communication platform Collaboration Empowering Status (esteem) Love/belonging Actualization Safety Physiological (biological needs) MySpace provides tools for self expression Source: Maslow Hierarchy of Needs Social Networking Is Booming "Social-networking places are megatrends that are cutting across online everywhere," They are at the heart of where people come together around their passions. It makes sense for the right type of brands to be engaged in that type of communication.“ - Dawn Winchester, EVP of client services R/GA. US Online Social Network Ad Spending (Millions) Social networks will become part of the fabric of the marketing mix • Marketers will accelerate spend on social networking sites 2006 • 2006 - $280 million* • 2010 - $1,860 billion* • This is a critical component of any successful online strategy 2010 0 500 1000 Millions 1500 2000 Source: eMarketer, US Estimates, July 2006 Word Of Mouth Is Key Word of mouth campaigns are the 2nd highest emerging marketing trend sought by US Marketers to achieve campaign objectives Emergent Marketing Techniques US Marketers Currently Use or Plan to Use in Next 6 Months Email Marketing Word of Mouth Search Marketing Blogs Behavioral Marketing Product Placement Branded Entertainment Stealth Marketing Brand Monitoring Technology Use of Celebrities Web Crawlers Negative Influence Via Internet Others 36% 22% 21% 19% 16% 15% 12% 10% 7% 7% 3% 14% 43% Source: PROMO Magazine June, 2005 Marketing Channels Are Shifting Marketers are embracing the changes of media as they follow people’s media habits with their dollars Marketing Channels that US Marketers Are Piloting or Expecting to Pilot within the Next 12 Months, December 2005 (% of respondents) Advergames/In-game Advertising Mobile Marketing RSS Blogs/Social Networks Rich Media Display Ads Rich Media E-mails Contextual Targeting Behavioral Targeting Search Marketing E-Mail Marketing 0 5 10 15 20 25 30 35 40 Note: n=253 Source: Forrester Research, May 2006 Community Sites Is A Viral Marketing Platform Tier 1: Shanda Shanda has 173 friends. She interacts with a brand profile and either adds it as his friend, or adds a compelling branded element to his or friends’ page. Community Is A Viral Marketing Platform Tier 2: 173 Friends Friends of Shanda are enticed to interact with a brand and see that Shanda is friends with it. They continue to either add the brand as their friend, or add a compelling branded element to his or friends’ page. Community Sites Is A Viral Marketing Platform Tier 3: 267,460 in direct network Users continue the cycle at their discretion. Content refreshes and new calls to action through bulletins and other messaging create additional engagement or updated product lifecycle Brand Strategies Approach Shift: “Market To Them Where They Are” Old Value Proposition: 1 to 1 Target User 1 to 1 Media Outlet Social Network Integration Web 2.0 Proposition: Social Network Integration YOUR BRAND / YOUR MICROSITE YOUR MICROSITE • MINIMAL DISTRIBUTION • BASIC FUNCTIONALITY Millions of Users Long Term Brand Strategy Starts With Distribution Web 2.0 Marketing can be: • • • • • • Social networking platform Loyalty program Online extension of offline program CRM tool Market research tool Powerful asset w/ROI Communication For The Next Generation 20MM+ Users Expected Instant Messaging 2.7MM Interests Groups Web 2.0 User Message Boards 15MM Comments/ Day 74 MM Journals Blogs Bulletins 6.3MM Posts 2.3MM Listings Classifieds Mobile 15MM SMS Monthly Events Offline Events How To Market With Social Networking Sites Tools that make up the mix: • High impact media • Targeted media • Custom Content • Sustaining media • Content sponsorships • Offline event sponsorships • ….And more Buzz Marketing Thrives With Influencers And Masses Web 2.0 campaigns can facilitate the Influence the Influencer strategy: • • • • • • Feeding influencers the “inside scoop” Subtle messaging Empowering users Providing something valuable Rewarding Tapping into self-expression Typical Of Millions That Have A MySpace Page How can you engage Kerri, a typical teenager? • • • • • • Multiple visits per day Connects with friends Shares experiences Comments Uploads pictures regularly Discovers new music ‘About Me’ excerpts Life lives me, and I go along with the ride. I am college bound…. I always wish I were better; I think it is important to say what you feel...right then, or else the opportunity will pass you by. I cannot possibly FATHOM that I am going to die I am close to my mom. Nordstrom. The Promise by Tracy Chapman makes me cry. I like plane rides. New York. I wish i had really cute feet. I love company store and jcrew. Hemp jewelry. Toe rings. What Can Kerri Do With Your Community? Kerri can… • • • • • • Add brand as her friend Get cool wallpapers Post in forums Find easily through search Get buddy icons Grab codes for her own profile thx 44the add! i iuse Crest thx the add! use Crest every morning and night! every morning and night! The Evolution of Web 2.0 The Evolution of Social Networking Evolution of Web 2.0 Platform • • • • • • • Self expression tools Vertical communities Communication tools Content aggregation Marketer platform Online safety International communities Thank You Thank You!