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Microsoft - Web marketing and the network effect
- 1. Web marketing and the network effect
- 2. Digital natives Used to receiving info really fast Parallel process and multi-task Prefer random access (hypertext) They function best when networked
- 3. scaling and power laws emerge in networks
- 5. links, links, links Small world network (Scale-free) network effect Incremental growth Preferential attachment
- 6. Network Effects – Background The phenomenon whereby the value of a network increases as a function of the number of participants and the value of the participations Common Examples : Telephones / IM / Email / wikis
- 7. All networks are not created equal It’s not only about nodes, it’s also about ties
- 8. Friends are thieves of time (F. Bacon)
- 9. IM generation: “My mates are my media” Media (content) consumption is random and unstructured They claim that they are not influenced by advertising and that they trust their peers more than the opinion leaders IM’s appeal is rooted in connection and not in content Connections tend to be with people they know At the very most, might extend to friends of friends But very little interest in talking to strangers (unless they have specific profiles)
- 10. Even on Facebook 90.6% of messages are sent to “friends” 50% of messages to friends are sent to schoolmates For reciprocal messages partners, it raises to 71%
- 11. Network effect and advertising Advertise here!
- 12. There is nothing like word of mouth
- 15. “ Snakes on a Plane quickly became an Internet meme soon after Josh Friedman's blog entry and mentions on several Internet portals. The title inspired bloggers to create songs, apparel, poster art, pages of fan fiction, parody films, mock trailers, and even a poker game.” “ In recognition of the unprecedented Internet buzz for what had been a minor movie in their 2006 line-up, New Line Cinema ordered five days of additional shooting ”
- 16. Context We are in a world of “everything is media” Interconnected people And connected devices It’s all about being relevant… In an infinite and non hierarchical media landscape Without losing control
- 17. After 3 months, Visa saw some of their strongest engagement and brand results Visa: Improving brand perception with 18-24 year olds 7 million consumers visited 19,000 submitted ideas 250,000 users voted for the winner
- 18. Getting brands into the heart of a conversation Page | Windows Live Messenger users have been expressing their personnalities by downloading over 6 million custom display pictures, emoticons and backgrounds this year
- 19. And in the heart of the game – PUMA Messenger League
- 20. Lancé le 17 avril 2007 ! Objectif : prendre la vie du bon côté ! Talk to niches
- 21. But don’t forget to monitor
- 22. To read Read, read, read Comment... where it makes sense Track your comments http://co.mments.com http://www.cocomment.com
- 23. And to engage Bloggers can feed the media narrative over time, don’t ignore the bloggers Traffic alone does not equal influence Don’t punish negative posts Outing a blog yourself helps but is not necessary – commenting is also part of the conversation
- 24. Take aways Use specific monitoring tools, it will help you in your communication strategy Keep the critical mass you need in mind There are niche networks and mass networks Know you target group’s network(s) Use existing networks instead of trying to create new ones Think user inititiated Page |
- 25. Thank you. Philippe Deltenre Microsoft Online Services Group [email_address] [email_address]