IAB and Keynote from Fox
Michael Barrett, Chief Revenue Officer, Fox Interactive Media
The NeverEnding Friending study set out to answer the questions about why people want to share things and what is the impact. With 110 million uniques a month to Social Networks, this is not a fad; two thirds of people online use Social Network sites.
Adidas Case study. A banner ad was created for Adidas, which linked through to a custom profile. Once there the visitor had to choose a side. They could tale elements to skin own profile which could then spread to friends. Got 609182 visitors, with 74455 downloads. 63230 put it on their own pages. There were 37511 passalongs with a further 35k people getting the information. The total momentum effect led to 21.5m people seeing the message across all the pages the message was placed on.
Looking at the impact of this, the ads increased intent to purchase. 475k said would purchase and all other qualitative numbers were positively impacted - through momentum effect rather than direct exposure.
Disney’s Step Up Movie: They use MySpace only for online presence. They gave someone a chance to be a backup dancer, starting 2 months before film. In exit polls, MySpace was mentioned 37% of the time, with 55% of these visiting the profile.
Sierra Mist: you need to give the customer a chance to realise a dream. Siera Mist held a competition for a stand-up comedian with visitors voting to see who would appear on TV. they were then directed back to MySpace to vote for the winner. This was a year long programme. (page is still there, but no sponsored any more)
Looking at the measurement implications, for B2C you look at ad impact and custom community impact. For C2C you look at customer community impact and the momentum impact.
Best practices include leveraging the platform power, engaging the passion of the users, connecting authentically and empowering participation.
Audience Q&A
Q: Are there programmes to let advertisers pay users to be an activator.
A: there are examples. Pontiac had a ‘friends with benefits’ programme, they rewarded people for showing their stuff, with a store value card that got filled when the friend bought a car. There are ways to do it but it could be out of wack with brand affinity.
Q: is MySpace effective for B2B
A: I believe it is. But there is a TOS limitation about commerce. We have a self-serve programme later this year, starting with unsigned bands. Give us your target, we can provide a banner creative, a media buy. Still working on this. The challenge is to harness this and not make it too commercial, still keeping the social network aspect.
Q: How much of the ideas are from an agency and how much does MySpace contribute?
A: It can be highly collaborative. We can help activate or we will work with them to help decisions as many marketers do not know where to start.
Q:Any advice to prevent users taking over?
A: It is occurring. There is little you can do except get involved authentically. Get your story out in a way that others can be involved [why does this question always get asked…there’s enough stuff out there answering it!]
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POSTED IN: Conferences and Events, Engaging the Customer, User Generated Content
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