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“For a long time, consumers have been coming to advertising spaces. But now, advertisers are coming to a consumer-created space. What does this mean?” Note: this is like 5 years old now. This is a briefing I gave to 100 financial analytics at UBS financial in NYC advising Rupert Murdoch and NewsCorp on whether or not to buy MySpace.
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© 2005 ORGANIC, INC. ALL RIGHTS RESERVED.
Advertising and Social Networking
The Marketing LandscapeFriday, May 26th, 2006
John Manoogian IIIDirector, Experience Design
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Social Networksare the new malls.
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But these malls are built by users. Without any rules.• Users are connecting with each other, goofing around, and sounding off
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People are putting their real lives + personas online.
• baring their souls online in exchange for human connections• Movies, Books, Friends – profiles are people’s lives on public display. This is
the stuff they pin up inside their lockers.
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for a long time, consumers have been coming to advertising spaces.
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but now,advertisers arecoming to aconsumer-createdspace
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how can advertising remain relevant in this space?
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“The spirit of social computing is the spirit of leaving value in your wake”
> Bradley Horowitz, Technical Director - Yahoo
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Companies who do this will take the prize.
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let’s see howmarketers areusing the space
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Allowing users to play with brand identities: Axe - GameKillers
• Make the characters more real by creating custom personas and fictional MySpace profiles for each of them, which users can add as friends
• The profiles “auto-approve” your friend requests
• Plus video trailers
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Viral Comedy - Dodge Caliber – Pig and Bear
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What’s viral?
Simple. Marketing consumers transport for you.Why?
> It’s unique content or functionality they can’t get elsewhere> Exploits the natural desire to be the first on your block with something cool
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A user-powered place to play: Fox + X-Men
• X-Men: expanding the functionality of the network, empowering users to do things they couldn’t do before they became friends with the X-Men
> X-Men MySpace skins> Portable viral movies – add the
movie trailer to your page> New functionality – users get 16
“Top friends” instead of a “top 8” if they add the X-men as a
> http://myspace.com/xmenthelaststand
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Fear, Uncertainty, and Doubt
• This is about brand-building + loyalty building – NOT direct response.> DM approach is boring for users.
• Media and production budgets become messily co-mingled • It’s scary to “open-source” your brand –
> to succeed on a social network, you have to allow users to comment on you, to actually control your brand a bit online – this is a scary thing. Anyone can (and will) say anything about you.
• Rejection is painful.> Advertisers and marketers are late to the social networking party
• The waters move quickly> one misstep and you’ll drown
• Horror stories for users of transparency gone wrong / too far• Will people really buy products they see on social networks?• Metrics are pretty soft
> Tagworld can do this – will MySpace catch up?
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The Future / Further Reading
• MySpace is just the beginning:> Social networking sites are multiplying rapidly> Users flit between sites> Filling out profiles again and again is a drag> User-owned, merged profiles that can be plugged into any new site will emerge
• For more on social networks and emerging media, check out our blog
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Thank you!
Questions?