User Generated Content and Approaching Advertising in Social … · 2008. 10. 4. · Sharing content and opinions is more common – photo sharing is the most popular activity 24

Search

User Generated Content and Approaching Advertising in Social Networks

OMD International

Caroline VogtHead of International Research: EMEA & Americas

Page 2 |

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

Source: The Guardian 4th Nov 2006

Web 2.0 A Bigger Bang

Page 3 |

The rise of social networking sites

Page 4 |

A shift from authority to openness and collaboration

Source: Spannerworks.com, 2006

Page 5 |

• PARTICIPATION

• CONNECTED-NESS

• OPENNESS

• COMMUNITY

• CONVERSATION

Source: Spannerworks.com, 2006

What characterises social media?

Page 6 |

Different levels of involvement with social media

CREATION SHARING VIEWING

Page 7 |

Creating content is still in the minority – but they are still significant numbers

• 16% have started their own blog

European Markets Frequent Internet Users – “We are all media owners now” March 2006


• 29% have built their own website

• 11% have edited existing online

content

Page 8 |

And content creation will grow

33

34

40

0 10 20 30 40 50

Edit existing online content (e.gentry on Wikipedia)

Start my own Blog / Weblog

Build my own website


“Which of these do you plan to do in the future?”


Page 9 |

Sharing content and opinions is more common – photo sharing is the most popular activity

24

31

49

57

0 20 40 60 80 100

Sent a picture takenwith a mobile phone

to a website

Submitted a story /article to a website

Posted a commenton a news site

Shared photos onthe Internet

“Which of the following have you done online?”


Page 10 |

Viewing and reading social media even more common – in particular personal content

0% 10% 20% 30% 40% 50% 60% 70% 80%

Corporate / Company Blogs

Business

Video Blogs (Blogs containing amateur videos)

Science

Sport

Shopping

Travel

Gaming

Technology

Film / TV

Computing

Music

News / Current Affairs

Family or friend Blogs

Photo Blogs (Blogs containing peoples photos)

Personal Blogs (diary sites)

Blog Users: European Average Regular Internet Users – “We are all media owners now” March 2006

“What kind of blogs do you read”


Page 11 |

Technology is enabling “Internet users” to become participants

• Content creators

• Community creators

• Conversation creators

• Newness of behaviour recognised

“The spaces thing is still in its infancy. Once everyone has it, it will change communication much more”Male 35+, London

“There’s been such a big change in internet use recently”Female 18-34, Manchester

Source:Essential Research, 2006Source:Essential Research, 2006

Page 12 |

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 13 |

Implications for Marketing

• It takes 6 months to create a TV ad – and 2 hours to create anonline viral

• It takes 3 weeks to create and write a press release – but blogsare 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 oncethe world of "the few" – now we all have one voice

Technology has democratised what was oncethe world of "the few" – now we all have one voice

Page 14 |

Understanding how advertisers can engage in social networks

Page 15 |

Research Overview

183 participants

Chicago, Philadelphia, San Diego7 Triads, 7 depths [10 home visits] 12 online journals

Toronto, Montreal9 triads, 6 depths [9 home visits]14 online journals

Shanghai5 Triads [5 home visits] 21 online journals

London, Cheshire4 triads, 5 depths [5 home visits]6 online journals

Sao Paulo4 triads, 4 depths [6 home visits]4 online journals

Paris4 triads, 4 depths [6 home visits]1 online journal

• 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

• Research Approach

– A multi-faceted qualitative approach was designed, mixing in depth interviews, friendship triads, home visits and online journals and Messenger chats

• Timing: Summer 2006

• Sample: 18-34 (friendship triads); 35+ (depth interviews)

• Conducted by Essential Research

Page 16 |

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 17 |

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 18 |

Advice from social networkers…..

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

No category rejection, acceptance of advertising

But clear advice…

1. Not enough just to be there

2. Need to be relevant

3. Create permission


Page 19 |

Engaging in Social Networks

Create permission

Drive conversation within networks

Drive conversation between brand and network

Participation Openness Community CollaborationConversation

Source: Spannerworks.com, 2006; Essential Research 2006

Characteristics of Social Media

Page 20 |

Create Permission

What are the rules for standard ad formats? Are they acceptable in a personal space?

Understand how people use networks

Page 21 |

In general, banner advertising is accepted

Users accept banner advertising – they are not viewed as having to reflect the user’s interests nor intrusive

Source: Essential Research 2006

PUSH

Page 22 |

Ultimately only the most interested user will allow the submission of their space to the advertisement

But, you are entering a personal space –don’t intrude!

Intrudes into users’‘personal

space’

more of a niche

say: Wow!

“quiet”-barely

noticed by many

no sense of purpose or call to action/

direction

“it takes away part of my space. It’s ironic, it’s called Spaces, but here are ads that take away space.”

(Male 35+, London)

Page 23 |

Executional guidelines

CONTROL AND CHOICE IS KEY

• 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

PUSH

Page 24 |

“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

New Outlet for Creativity

“(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

A form of social currency

“People see a side of you they wouldn’t normally. Maybe a more fun, cheeky side of you”Female 18-34, Manchester

Self Expression “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

Deepening Relationships

Understand Motivations to use

Page 25 |

Understand Motivations to use

Networking Self-actualization

New dimensions

Documenting the moment

Friendly curiosity

Innocent voyeurism

Playing the fieldPopularity seeking

Social Co-ordinating

Keeping in touch

Personal achievement

/ actualization

Individualism & creativity

Friendship & belonging

Discovery & exploration

Sex & relation-

ships

Self expression Communities Extending networks

UNDERLYING MOTIVATIONS (NEEDS)

THESE NEEDS IMPACT CHOICE OF SITE AND BEHAVIOUR WITHIN IT

All these have distinct motivations, ways of behaving and relating to content and the viewer

Page 26 |

“Open” vs “Closed” Networks impact on how people view and use

CLOSED(control over networking and viewing – invitation)

1. Perception: Safe

2. Viewer: Known

3. Behaviour: Rational

4. Attitude: Serious/Fun

5. Content: Deeper

NETWORKING/PRIVACY FUNCTIONALITY

1. Perception: Unsafe

2. Viewer: Often unknown

3. Behaviour: Often Addictive

4. Attitude: Fun

5. Content: Shallow

WL Spaces

OPEN(limited control over viewing

and networking)

Page 27 | Source:Essential Research, 2006

More personal content shared on more “closed”networks

Page 28 |

Create conversation within communities/networks

Through use of standard ad formats

Tap into “valuable” networkers

Use branded properties to stimulate conversation

Associate with communities

Page 29 |

Executional variation can stimulate word of mouth

“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

“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


Page 30 |

Popularity Seeking

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) Very brand-

conscious – multiple images sent of Coke, Pepsi, Nokia, Levi’s

“This is the phone I want to buy, it’s a Nokia”

“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”

“I searched for materials to decorate my space”

Customises everything – her mobile, her landline, her WL Space, her PC desktop, etc

Maowei, 19, ShanghaiRegularly visits friends’spaces to comment and talk. Searches net for additional ‘stuff’ for her own site

Page 31 |

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 32 |

Volvo

“What’s your story”

Associate with communities

Page 33 |

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 bloggingexperience, 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 34 |

Page 35 |

Gadgets work:

1. they add real content2. they are entirely user-selected3. they allow individual expression4. they’re free5. 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

Use Branded Properties to stimulate conversation/sharing - Sponsored Gadgets

Page 36 |

Create conversations between network and brand

Create interaction and involvement

“Open” the brand to interaction

Page 37 |

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

Join the Network – Create a Space

Page 38 |

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 39 |

McDonalds

“Express yourselves”

Page 40 |

Positive ResultsResults

Competition entries – 195 uploaded imagesVisits: 44,752 votes submitted

Viral Spread: http://www.sweatdrop.com/forum/showthread.php?p=65339

Page 41 |

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?

An extreme, but interesting example

Page 42 |

Underlying Principles

Express yourself

Create & maintain good conversation

Behave like a good Spaces member

Empower participants

Understand the motivations to use

Page 43 |

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


Documents

User Generated Content and Approaching Advertising in Social … · 2008. 10. 4. · Sharing content and opinions is more common – photo sharing is the most popular activity 24