2006 - online social networking
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July 2006 2006 Iconoculture, Inc. Iconoculture is a registered trademark of Iconoculture, Inc. All rights rese rved.
Whos Got Two Million New MarketingFriends? You do if you get the keydrivers behind online social networkingWarning: You are about to enter a danger zone wherein the data is raw
and the youth demo is highly elusive. Proceed with caution. As social
networks continue to gain consumer momentum and marketer interest,
understanding the dos and donts of social networks will make all the
difference in effectively reaching out to and communicating with
Millennials in this thriving yet complex Web space.
Online social sites boom among tech-native MillennialsBelieve the hype, yo. The popularity o social networks continues to escalate:
MySpace.com alone boasts some 85 million users and is growing by a massive
240,000 new users per day (TechCrunch.com 6.14.06).
From nding a hookup to trading pop tunes, users continue to nd reasons to
pour into social networks. As the daily personal connection and creative outlet or
Millennials and an ingrained part o their tech-native DNA, these networks acilitate
interaction, oster tight-knit communities and give Millennials something highly
prized the ability to personalize and control content.
Ads on social networks embraced, ignored or rejected?Investors and advertisers want in on the growing action as well: ad spending on
social-networks is predicted to reach nearly $50 million this year (PQ Media 4.06).
But entering this tangled web Millennials have woven is challenging and complicated
And i its not done well, wading in will leave you networked to nothing.
Theres advertising on Facebook? Yes, its a real question we heard rom
one 20something Net surer. What the question illustrates is the requency o
social-network users who fy past most inormation and ocus only on whats
relevant to them. Todays youth can smell spam rom a page away and are hyper-
selective about where they put that most precious o commodities: their attention.
So the $50 million question is: How can marketers eectively reach and connect
with Millennials in this conusing space?
Their eld, their rulesMillennials choose brands as identity markers that refect who they are. Thus
companies like Verizon, Honda, Wendys and Motorola have promoted their products
on branded social-network prole pages that try to entice consumers with wallpaper,
video and open discussion orums. P&G took it a star-struck step urther by creating
a Hilary Du prole on MySpace.com where visitors could sign up to get more ino
about Secret Sparkle, enter sweepstakes and learn more about the tween icon.
But what branded prole pages dont take into account is the control actor. Invading
spaces where someone else is in control o content means playing by their rules.
Consider enabling users to create a personal scrapbook o their avorite brands.
Throw a link on your corporate site that will allow a product or brand logo to be sent
Point of View
byRob TregenzaSr. Director, Consumer Strategist
Transportation and Sports/Fitness
andJonathan Steuer, PhDVP, Consumer Strategist
Technology/Consumer Electronics/Media
MySpace has 80 million profles
and two million groups. Its site
members are 51% male/49% female,
and 78% report that they are over 18
and under 40.
MySpace VP of marketing JamieKantrowitz, Trendcatching.com 5.06
A bunch of kids in my class
formed a fan club for us.
They, like, worship me.
Ivan, 12, guitarist for Tiny Masters of
Today, on his tween-fronted rock band,which has tallied more than 13,000
listens on MySpace.com and scored a
recording contract, Newsweek 6.19.06
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2 2006 Iconoculture, Inc. Iconoculture is a registered trademark of Iconoculture, Inc. All rights rese rved.
244 First Avenue North
Suite 200
Minneapolis, mn 55401
phone 612.642.2222 fax 612.642.2299
www.iconoculture.com
to someones prole. Bonus points i the product is something the consumer created
on your site (e.g., Nike ID running shoes). Bump the brand stickiness actor up a
notch by enabling consumers to build a prole that can switch or travel with them
to the next site. Dont attach yoursel to the particular sites; attach yoursel to the
consumers heartstrings.
So, you wanna get on the social network in list?Keep the ollowing undamentals in mind to potentially connect with Millennials
o today and tomorrow:
Giving back is in Optimistic Millennials are socially conscious and like to
associate with brands that are active in social causes. Appeal to their giving nature
by aligning with a cause using a grassroots or community-oriented approach. Zaadz,
a social networking site, unites idealists under one mission: changing the world.
Honda Fit oered $2,500 to college marketing teams to create a grassroots campaign.
Dont crash the party Intrusive messaging is as dangerous and unwelcome
as an uninvited guest at a house party. Communication should be relevant and
seamlessly integrated.
Let em drive This generation has an Ill take the wheel attitude and responds
to brands that empower. Ensure consumers that they have chosen you to be part o
their world, not the other way around.
Recognize you are in an eternally noncommittal relationshipMillennials ave products including their avorite social networking site are on
a ast-changing playlist. Know that your brand, product or service might be a part
o someones social-network experience or a day, a month or a year. Users have to
eel like they have the fexibility to add/drop you at any time. Your name may get
slandered, mashed and modded, but your fexibility and savvy wont go unnoticed.
Dont fake the funk Millennials are easily turned o by marketers that try
too hard to be cool. Build street cred by taking the straightorward, honest, real
approach to communicating with them.
Are social networks here to stay?Whats certain is that while youre reading this, todays Millennial consumers are
hanging out, creating content, and sharing belies, thoughts and opinions (maybe
even about your brand) with other like-minded individuals. Understanding the appea
o these networks and the millions o consumers who live behind them is a powerul
tool that mitigates the unpredictable nature o social networks and potentially
means becoming a part o their brand playlist or years to come.
Associate Consumer Strategist Meg Finn also contributed to this brief.
Macrotrends
BeehivingSM
FingerprintingSM
Mash CreativitySM
HyperlifeSM
Get RealSM
Values
access, authenticity, belonging,
collaboration, connectivity,
control, empowerment, honesty,
sharing, trust, self-expression,
philanthropy, relationship
We take a sociological
approach to building MySpace,
and advertisers need to be cultural
anthropologists when theyre thinking
about their communications strategy
on social networks ... MySpace is not
technology. A users profle can be
thought of as a metaphor for their
life or apartment.
Shawn Gold, SVP of marketing
and content for MySpace.com,
Online Media Daily 3.29.06
What [advertisers] struggle with
is the content, the environment
and the right approach pretty much
everything.
Jeff Lanctot, VP of media for Avenue
A-Razorfish, New York Post 4.13.06
Bringing vast knowledge, experience, and tech savvy to Iconoculture, Jonathan Steuer helps clients discern and
synthesize insights regarding consumer technology and the industry at large. As an I T consultant and entrepreneur,
Jonathan managed the development of enterprise solutions, provided strategic guidance, developed business
strategies for start-ups, and founded his own start-up venture.
Iconoculture is the leader in consumer trend research and advisory services that enables innovation and business
growth for clients.
Jonathan SteuerVP, Consumer Strategist
Technology/Consumer Electronics/
Media
Rob TregenzaSr. Director, Consumer Strategist
Transportation and Sports/Fitness
Rob Tregenza provides clients with fnetuned insights on whats driving consumers. His expertise in consumer insights
and strategic market analysis in the sports/ftness and transportation industries provides clients with the knowledge
they need to swiftly navigate the consumer landscape.