ADTOFRIENDS

The results of an insightful new study into digital marketing effectiveness and social network brand behaviour has been published by MySpace and Jam, the social media division of digital agency, i-level. This is an introduction to that report.

Key findings reveal the opportunities for brands on social networks, a compendium of tips and tricks to achieve positive engagement and information on how social networks are evolving. Consumers are spending more of their lives online and actively seeking out new products and information while they’re there. As more people look for ways to find out about brands through social network activity, it is fast becoming the perfect environment in which to create brand buzz.

The report was carried out by employing three separate research methodologies:

ADTOFRIENDS / an introduction

Sample size 1,000Age group 16-35 yr old

Sample size 50 Sample size c. 1,500Duration 8 weeks

1 32A quantitative survey of UK MySpace users to:

In-depth qualitative interviews to explore & validate:

Future Laboratory ‘hide’ within MySpace to:

Determine user attitudes to brands on social networks and determine how brands should behave

The value of a friend to an advertiser and the role he or she plays in recommending brands

Assess how users communicate positive and negative encounters with brands and how their actions affect ROI

Social networks are relatively new vehicles for communication, and, more recently, commercial trade and promotion. It’s important to remember that it’s the users who are driving the evolution, not the organisations behind the networks. The brands that have most successfully engaged with this audience…

NEWNETWORK GUISES

…are those who understand what social network users gain from sites such as MySpace: what they find valuable, what they are prepared to share with their friends and how they want advertisers to acknowledge and reward them are key.

Advertisers can learn from brands (from one-off fashion designers to high street mobile networks) who are using social networks as environments for audience building, trendsetting, entertainment and commerce. Whether it is Pepsi enlisting contemporary British musicians to guide MySpace users through new music or Grime emcee, JME selling over 32,000 T-shirts promoting his MySpace profile; social networks represent enormous opportunities for major brands to sell and market themselves.

But importantly it is quality, not quantity that counts. Brands with a diverse online presence risk sending mixed messages so must consolidate their digital efforts to optimise impact within social networks. Time should be spent using search engine options to ensure awareness of profiles; search engine optimisation should be leveraged to ensure prominent search results (ie: the top of the first pages of search results); and, like websites themselves, social network profiles benefit from being consistently managed and maintained.

■ To communicate easily and for free with friends and family

■ To organise social life quickly and efficiently

■ To access entertainment (radio stations, video clips, indie TV channels, music videos, comedy, poetry, blogs etc...)

■ Discover new talent, products, social trends

5ways in which social networks are used

The full report reveals:■ How users feel about brands

being on social networks■ How brands should behave in

this environment■ The value of word of mouth

within social networks■ What makes a successful

branded community■ If there is greater trust of

brands on social networks■ The ROI that brands can expect

from social networks if they get it right

‘16-19-year olds spend longer on social networks than any other age group with 17% spending three to five hours a day on these sites’

“The ultimate teen rebellion. I liked that the lead character had a MySpace profile – it made the campaign more real. We know it’s not but it’s fun to pretend and it was done really well. I thought it was brilliant””Olivia Brady (MySpace user)

An excellent example of a fully integrated, interactive multi-platform campaign featuring quirky narrative. The first four instalments were broadcast on TV and viewers were then invited online to vote for an ending (happy, sad or with a twist – 43% voted for the twist).

Social network users were able to interact with the character (Cactus Girl), offer advice, view snapshots of her and Cactus Boy on the run etc... Oasis created a credible character profile that was central to the campaign and Oasis encouraged users to interact and ultimately direct the activity.

CAMPAIGN: The Cactus Kid BRAND: Oasis

myspace.com/cactusgirl87

CASESTUDY

Social network users are keen to see brands expressing themselves with the same passion, integrity and authenticity they believe they have themselves and some advertisers on social networks have produced shining examples of best practice. It’s crucial that brands understand that this investment is worth the effort…

BRANDEDCOMMUNITIES ONLINE

‘Already, some two thirds (65%) of social network users actively engage with advertisements online’

…because a brand that can truly originate within a social network environment can be king. The potential is enormous for advertisers who show an ability to relate to users in the same way friends share common interests.

The personal touch is vital. Loyalty and positive feeling towards a brand will grow from the creation of a sense of direct (personal) communication with users but it is a process that must never just stop. Starting the dialogue is one thing, keeping it up is arguably of even greater importance. In the same way, campaigns that unfold in stages work best and profiles should, ideally, develop as a real person does, not just cease when the campaign ends. Xbox continued to invest in the community and maintain a buzz by refreshing its presence, cross-promoting its console and forthcoming games in the run-up to Christmas and using it as a test bed for product development.

Identifying ‘brand soldiers’ who may be willing to promote a brand they feel they have a close affinity with is crucial. Involve them, reward them and the good feeling created will ensure they remain loyal and active as spokespeople for your brand. These social networkers drive word of mouth, which in turn drives affinity and ROI.

■ 34% of users do so by instant message

■ 28% post comments on chat rooms and forums

■ 24% text their friends

■ 20% give an advertiser's space or profile a good ranking

■ 18% write or upload content about the brand on their blog or website

ways in which users engage with a brand5

myspace.com/myspacemarsplanetsradio

“This link-up has been really interesting, a great opportunity to partner with MySpace and connect with 16-24-year olds through music and one we look to build on”Wayne Newton [Senior Brand Manager, Mars Snackfood UK]

This first ever MySpace radio station was taken seriously because it gave users their own platform and was fronted by Alex Zane, a recognised and respected DJ. MySpace users submitted short audition videos each week to win the chance to co-host the show and the community voted on who to keep/replace each week (some 6,500 votes were cast). Profiles of each co-presenter (including his/her audition clip) were uploaded to the space, an overview of previous winners was maintained and an ‘on air’ feature flashed when the show was being recorded, allowing users to contribute to the show via instant messages.

Awareness among the target audience and a desire to align Mars Planets with music and the youth market were primary objectives and MySpace provided a perfect partnership and a ready-made audience. As Rob Khan, Station Manager at Roundhouse Radio acknowledged, it was a “really well executed site” that was “going to attract a decent amount of listeners”.

CAMPAIGN: MySpace Mars Planets Radio BRAND: Mars Planets

CASESTUDY

Social networks are relatively new vehicles for communication, and, more recently, commercial trade and promotion but, importantly, it is users who are driving the evolution, not the organisations behind the networks. Only brands and advertisers who establish themselves within these networksA small sample of the recommendations that will help your brand

gain credibility, relevance and gravitas within a social network environment and…

ADVERTISER TOOLKIT

…guide you through all the right moves to create promotions to delight, entertain and engage social network users.

Don’t underestimate how a successful social network profile can boost the effectiveness of a brand through other channels too. As many as 22% of people spend more money with an advertiser because of their interesting and engaging social network profile; 21% will search for an advertiser on Google as a result of being intrigued by what the brand has to say on its profile; and 32% are likely to click through to a brand’s website after making it a friend and purchase products or services.

‘40% of users who engage with a brand on a social network remember the advertiser when shopping on the high street or online’

Be honest, original, thought-provoking or shocking Social networks are the playgrounds and test centres of cutting-edge innovation and experimentation

Offer digital booty Banners, wallpapers, screensavers: people enjoy being able to download and share well-designed ‘digital booty’

Be stringent about design Social networks are dominated by the creative community and poor design will make a brand look amateur. If general users can make their profiles look beautiful, a leading brand has no excuse

Find your brand soldiers Like rock bands and football teams, brands have fans and it’s up to you to track yours down and reward, involve and thank them

Be picky Nobody makes personal friends with someone unless they share common ground, so why would a brand? Screen requests, build bespoke networks and create tight friend lists that include tastemakers, true fans, celebrities, like-minded organisations, etc...

This is just a selection of the impressive insights we have identified which offer brands behaviour guidelines that resonate with social network users and drive campaign success

5 DOs:

myspace.com/orangeunlit

“Taking Jont’s Unlit tour into the social media space was a great way of demonstrating that ‘together we can do more.’” Tom Dunn [Planning Associate, i-level]

Original, interactive, exclusive and highly personal, the Orange Unlit tour, led by presenters Jont and Dave, gave members who signed-up the chance to host a one-off gig with an up-and-coming band playing in their front room. The campaign aimed to create a genuine, enthusiastic partnership between all parties: Jont and Dave; social networkers; Orange. The presenters enjoyed their exposure to a wider audience, MySpace users were encouraged to get involved by submitting their home as a venue and Orange was able to bring its ‘I am / Together we can do more’ concept to life.

As social networker, Maria Robertson, explains, “I like the fact that they used up-and-coming bands. It was really well researched and from the footage the bands looked to be of a really high standard.”

CAMPAIGN: UnlitBRAND: Orange

CASESTUDY

A brand that develops a personable, entertaining, honest and trustworthy social network profile as part of its marketing mix will spur consumers on to become loyal customers. Collaboration, accessibility and speed-of-response from a brand will empower a target audience to spread passion for that brand, potentially exploding the return on investment and generating an untold buzz.

Alex MillerHead of Jam / i-level

+44 (0)20 7399 7100i-level.com/adtofriends

Nick Reid

+44 (0)203 077 4000myspace.com/adtofriends

Download a digital version of this summary report at myspace.com/adtofriends or for further details contact:

UK Head of Sales