MySpace
Tapping The Influencers: How Brands Can Leverage Social Networks To Create The Momentum Effect
Jay Stevens, VP Sales & Operations, EMEA - Fox Interactive Media
Social networks are rapidly shaping the entire online user experience. Far from being a fad, they are the driving force of web 2.0 - often superseding the established online portals in terms of delivering both an audience and a unique environment for marketing communications. Whilst the behaviours and trends of social network users (currently 534 million worldwide) are becoming better understood, the value of social networks to advertisers is largely unquantified. To address this, MySpace commissioned MySpace08, the largest study into social networks outside the US, and is pleased to present these findings, and those from a sister study run in the US, exclusively at Cannes Lions 2008. This workshop is a must for delegates from agencies and forward thinking advertisers keen to understand the role social networks play in driving brand value and how they can tap into this highly influential audience. The research illustrates how traditional marketing models transferred online must now be adapted to the new landscape of social networks. Different rules of engagement exist, which with the right combination of targeting, viral elements and resonance amongst key influencers can prove incredibly rewarding.
The workshop will also look at how the web is becoming more collaborative. With its recently launched Developer Platform, MySpace is now one of the world’s most open communities, and as a founding partner of OpenSocial it is enabling consumer -focused applications to be created simultaneously across all social networks. These consumers are extremely brand savvy with high expectations, but the rewards are high - as one user in the study put it: “I don’t want companies to advertise to me. I want them to be my friend.”
Tapping The Influencers: How Brands Can Leverage Social Networks To Create The Momentum Effect
Jay Stevens, VP Sales & Operations, EMEA - Fox Interactive Media
Social networks are rapidly shaping the entire online user experience. Far from being a fad, they are the driving force of web 2.0 - often superseding the established online portals in terms of delivering both an audience and a unique environment for marketing communications. Whilst the behaviours and trends of social network users (currently 534 million worldwide) are becoming better understood, the value of social networks to advertisers is largely unquantified. To address this, MySpace commissioned MySpace08, the largest study into social networks outside the US, and is pleased to present these findings, and those from a sister study run in the US, exclusively at Cannes Lions 2008. This workshop is a must for delegates from agencies and forward thinking advertisers keen to understand the role social networks play in driving brand value and how they can tap into this highly influential audience. The research illustrates how traditional marketing models transferred online must now be adapted to the new landscape of social networks. Different rules of engagement exist, which with the right combination of targeting, viral elements and resonance amongst key influencers can prove incredibly rewarding.
The workshop will also look at how the web is becoming more collaborative. With its recently launched Developer Platform, MySpace is now one of the world’s most open communities, and as a founding partner of OpenSocial it is enabling consumer -focused applications to be created simultaneously across all social networks. These consumers are extremely brand savvy with high expectations, but the rewards are high - as one user in the study put it: “I don’t want companies to advertise to me. I want them to be my friend.”
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