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Social Networking – Is there Space for the marketer in the user controlled environment?Caroline VogtHead of International ResearchMicrosoft Digital Advertising Solutions: 

Social Networking – Is there Space for the marketer in the user controlled environment? Caroline Vogt Head of International Research Microsoft Digital Advertising Solutions

Social Networking continues to grow globally : 

UM Global: Social Web Tracker – Wave 2 March 2007 Social Networking continues to grow globally

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"Companies are worried about what their ads will be seen next to. It doesn't have to be illegal or insulting, it just may not fit with the image of the brand. Matt Simpson, head of digital, Starcom

Active participants appear to respond differently to advertising: 

Active participants appear to respond differently to advertising Source: Universal McCann – “We are all media owners now” March 2006, European Markets Base: Frequent Internet Users

MDAS’ Social Networking Research: 

Page 7 | MDAS’ Social Networking Research 183 participants 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 EMEA Quant Study 200 “social networkers” per country 1,600 participants Source: Essential Research (Qualitative) Summer 2006; MetrixLab EMEA Quant Study 2007)

Rules of engagement: 

Rules of engagement

Understand Motivations to use: 

Page 9 | Understand Motivations to use Personal achievement / actualization Individualism & creativity Friendship & belonging Discovery & exploration Sex & relation-ships Self expression Communities Extending networks UNDERLYING MOTIVATIONS (NEEDS) All these have distinct motivations, ways of behaving and relating to content and the viewer

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Reasons for using social networks – “close” networks are the primary motivation Which of the following describes the reason why you use social networks? 1. Keep in touch with family/friends (75%) 2. Being ‘nosey’(62%) 3. Express my opinions and views (55%) 4. Meet people with similar interests (49%) 5. Specific reason, documenting a trip/wedding etc (13%) 6. It’s a good way to date (7%) January 2007

The real value of social networks is the facilitation & deepening of relationships: 

The real value of social networks is the facilitation & deepening of relationships Rediscovering Updating Facilitating Extending Deepening “My Space is to let my friends know how I’m doing and what’s going on in my life” UK Source: Essential Research, Microsoft Social Networking Research Summer 2006 “Allows people who've met me while chatting to get to know me better” France “Getting back together with old friends with whom you’ve lost contact’; it’s good to get people together; each one of us went off in a different direction” Brazil

Key Behaviours within Windows Live Spaces: 

Key Behaviours within Windows Live Spaces Keeping in touch Exchanging photos, news, updates. Separated by distance Social Co-ordinating Organising social life, key role of photos to re-live the experience Students, immigrant families, older friends Younger influencers. Documenting the moment Driven by seminal moments Baby’s first year, our wedding, year at uni, etc Generally older, first attempt at personal space Authors create, family & friends visit, normally by invitation Two-way communication between authors and viewers; often all update & maintain dialogue Key authors drive viewing from within social group Source: Essential Research, Microsoft Social Networking Research Summer 2006

Assessing the content opportunityPreferred content on personal page: 

Background Decoration 41% Photos 81% Video 44% Blog/Diary 48% RSS Feeds 25% Music 55% Source: MetrixLab EMEA Quant Study 2007 Assessing the content opportunity Preferred content on personal page What sort of content do you like and put on your personal page?

Social Co-ordinator: Ben, 28, London: 

Social Co-ordinator: Ben, 28, London Source: Essential Research, Microsoft Social Networking Research Summer 2006 “For me, it’s more of a chance to show what I do, I like taking photos. Always liked doing it and never had an outlet before.” Male 18-34

Personal content is most popular when looking at friend’s personal pages: 

Personal content is most popular when looking at friend’s personal pages Which of the following topics do you like to read or discuss on your friends Blogs and personal pages? January 2007

The “Activation” effectActivities after visiting contacts' space: 

70% visited a website 43% searched on the product or service 38% forwarded space, ad or link to a friend 33% Told a friend about ad or product The “Activation” effect Activities after visiting contacts' space Which of the following activities have you done as a result of visiting one of your contact's space? January 2007

Wendys Square 73,000 friends: 

Express yourself as a brand to create conversations Wendys Square 73,000 friends Source: Metrixlab EMEA Quant Study 2007

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600,000 have Joined Red Source: Metrixlab EMEA Quant Study 2007

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Social Networkers will interact with brands 48% have visited a personal space set up by a brand 16% sent a message to a brand’s personal space 21% set up a brand as a contact or friend

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Page 20 | 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? Open up the brand to empower individuals

Five Pillars of Social Media: 

Five Pillars of Social Media PARTICIPATION OPENNESS CONVERSATION CONNECTEDNESS COMMUNITY Source: Spannerworks.com 2006

Conversations are the kingdom: 

Conversations are the kingdom

Different levels of involvement with social media: 

Different levels of involvement with social media CREATION SHARING VIEWING

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Customer Case Study Viral Online Campaign Gains 3 Million Votes for Photography Innovator

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Be creative Prove your individuality Be honest and courteous (permission) Update regularly! Be conscious of your audiences The best Spaces advertisers will behave like the best Spaces participants Source:Essential Research, 2006

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Thank You cavogt@microsoft.com