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IAB and NeverEnding Friending

by Rachel on June 21st, 2007

Never Ending Friending: A Journey into Social Networking (interesting MySpace design)
The media landscape is constantly evolving and digital media is redefining content creation and consumption. Social networking is accelerating this shift in consumer behavior and advertisers have the opportunity to join the conversation with their brands or forever be left behind. Join us to discuss how MySpace looks at quantifying the “Momentum Effect.” We will discuss the unique value Social Networking sites deliver, and examine the overall impact on your ROI that tap into today’s media consumption patterns.

Judit Nagy, VP Consumer Insights, Fox Interactive Media

This was also picked up in the keynote following it, looking at a bigger picture. So some notes only,

• Social Networking is not an adjunct to media behaviour but is core to it for many. It’s not going away, it becomes a bigger aspect. it needs to be understood as part of behaviour as well as media.
• The winner is not going to be the brand that tells the best stories to customers but the brand whose customers tell the best stories to other customers.
• MySpace and Isobar researched early in the year; 3000+ interviews, ages 14-40. 10 focus groups of MySpace users, 3 age cohorts. (16-18,20-22,25-35) They looked at non-users and users of other SNs Asked them what life would be like without it - sad, lonely boring life without.
• Looking at media, we classed them into 3 types - practical tools, passive watching and passion - SN/connections
• SN alter the media mix; users spend 11 hrs/wk online vs 8.7hrs for non-users. 9.4 hrs TV vs 11.5 hrs for non-users. Usage was similar across all age groups. The evening is the prime time for usage.
• SNs extend into the offline world, adds to personal life, deepens existing relationships. 69% network with offline friends.
• The top 1% of Future Shapers are early SN adopters. They are using online TV, communicate extensively online, have a broad array of interests. They can see brands as friends.
  Tags: fox_interactive, friending, media_consumption, media_landscape, myspace, social_networking_sites

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  POSTED IN: Conferences and Events, Engaging the Customer, Metrics and Research