Social media has changed consumer relationships -how can you take part?

Brands that live on or through the internet achieve a hands-on,

eyes-on, brain-engaged level of intimacy with

consumers that is unparalleled in most of

the offline world

Next Now: Trends for the Future, Marian Salzman & Ira Matathia

Social media: What ‘s the big fuss?

It’s enormous

Broadening Demographic

Everyday routine

Source: Context Matters, Microsoft Advertising, UK, FR, DE, NO, CA, BRSample = 600 16-54 year olds per country. Total global sample = 3,600 respondents

INFORMATION

CONNECTION/COMMUNITY

ENTERTAINMENT

SELF-EXPRESSION

Bringing External World in

My World Facing Out

What is Social Media ?

Sharing and Interaction

1. Content2. Opinions3. Insights4. Photos

Built around communities

It’s an individual’s online neighbourhood

Offers the opportunity for Personalisation

Is this a new phenomenon?

If I think about it I have a standard routine. I always start with reading my mail; then it’s time for Facebook; I catch up with the news for the day; read funny stories; and on my way through every point I get distracted by new pages, advertising and pages that I get recommended.

Female, Norway

So many sites – too little time

Where is your audience?

My social media life

My social media life

And much more.....

Focus GroupsFocus Groups

Customer ResearchCustomer Research

Beta TestingBeta Testing

Diary StudiesDiary Studies

Secondary ResearchSecondary Research

Competitive ResearchCompetitive Research

Talking to PartnersTalking to Partners

Discussing with InfluencersDiscussing with Influencers

Positioning & Messaging researchPositioning & Messaging research

Campaign TestingCampaign Testing Everything starts with the consumer

A single destination for all digital communication, sharing and storage needs across devices

1Extends beyond social sharing and social media because digital activity can be centred into one place

2Windows Live enables advertisers to have an impact on their key audience at the point of influence

3

Does the personal nature of online restrict traditional, display advertising?

Brands can have a presence at the point of influence

Half of 18-24’s have reviewed/offered

opinions about products or services online

One in three 18-24’s discuss things they

are thinking of buying via IM and mobile

20% of 18-24’s share/send links on products in their social network

Source: Young Adults Revealed, Synovate and Microsoft Advertising, 2008.

Online is the point of influence, not just point of purchase Media opportunity, but wider marketing implications of listening to discussion

Brands can extend self-expression

Source: Young Adults Revealed, Synovate and Microsoft Advertising, 2008.

23% have added branded content to their personal profile, blog or homepage in the last month

Youths in particular use personal brand associations to reinforce online persona

Extend branded messages into entertaining content e.g. games/avatars

Can you allow for personalisation?

Source: Iloveindia.com

10 tips for a successful relationship in this intimate online environment!

1. Show love 2. Don’t nag 3. Respect your partner4. Resolve fights 5. Communicate 6. Be faithful7. Compromise 8. Take a break 9. Treat & surprise10. Do not underestimate

The intimacy of online

• Social Media is a personal and connected experience for consumers

• Opportunity for brands to become inter-twined into the fabric of people’s everyday online lives is immense

• Aligning to interests/ communities and facilitating discoverability

• Extending into branded content to encourage content as comms

• Being present at the points of influence

PLAY DEMOWindows Live designed to simplify

life for the social web user…