How brands can get intimate with their existing and potential customers in a media cluttered World

It’s Not Business, It’s Personal

We all know about media fragmentation, but what we don’t talk about is how people are so continually bombarded with messages, they have evolved so they can mentally filter them out.

The fundamental problem is that media targets media channels, not peoples lives.[We are required to be able to quantify what we have spent our money on, even though what we may be quantifying is potential, not reality]

Media landscape: daily consumption

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121110987

TV Radio Print Outdoor Online

PM

AM

The digital conundrum….

THE GAPPeople are

spending 30% of their time

online

Yet 2% of marketing

budgets are spent on Digital

(People go online to actually LOOK FOR what they want to buy – it is the least interruptive medium ever. Build it and they come ….use it to search for what they actually want)

People are using online for their personal productivity, not just business productivity.

Life is demanding.[Incredible pressure to achieve in life and at work, linked to the Asian value system]

Japanese places

•

Allows us new ways to form and maintain relationships ...[More contact with less meaning about less subjects. We now have ‘friend groups’ rather than friends]

Allows us to continually communicate ... [It’s about control of their situation – not missing out on things of importance and not letting in things of inconsequence]

Allows us to behave in new ways …[The ability to tell the World how you feel and what you think – with unprecedented power, freedom and social impact]

Technology is keeping us human.[The first truly networked generation in history that is allowing us to be in constant contact with those who are important to us]

Microsoft creates tools that encourages people’s private side to come out and play

People are using technology at work to fulfill their personal needs/wants so the line between social and professional are blurring.

The next phase of Microsoft Live …

Social Networking

10%

Microsoft Confidential1

Content & Communications is 65% of time Content & Communications is 65% of time onlineonlineSocial Networking penetration is growing, but Social Networking penetration is growing, but E-mail and IM remain primary communication E-mail and IM remain primary communication vehiclesvehicles

460 Million Active Users

11% of all time online

#1 Instant Messaging Service with 8.2Billion messages a day

#1 Mail Service with 271 Million Hotmail Messages sent per day

Leading rich client applications

AppE-mail

(Work, Yahoo, Gmail,

Windows Live Hotmail)

Social Networks

(LinkedIn, MySpace, Facebook)

Photos(SnapFish,

Ofoto, Flickr,

SmugMug)

IM(Windows Live

Messenger)

Text(SMS)

PeopleFriends, Service

Members Buddie

s

Phone Numbers

Friends

Contacts

Messages

Tags, Subtitles

IMs TextsPostsE-mail

Stuff PhotosShared Folders

Photos, Videos

Photos, Files

DevicePC,

MobilePC,

MobileMobile,

PCPC,

MobilePC,

Mobile

2Microsoft Confidential

One List of Friends: Auto-synchronized, contextually available, groups…One List of Friends: Auto-synchronized, contextually available, groups…

Integrated Communications: People-centric, multiple accounts, feeds…Integrated Communications: People-centric, multiple accounts, feeds…

My Info, Available Everywhere: Auto-sync, hosted, integrated with My Info, Available Everywhere: Auto-sync, hosted, integrated with apps…apps…

Access From Any Device: And contextual to each device…Access From Any Device: And contextual to each device…

Platform: Rich experiences from many service providers, take my data Platform: Rich experiences from many service providers, take my data with me. . . with me. . .

Windows Live helps me discover and share.

App

People

Messages

Stuff

Device

One List of Friends: Auto-synchronized, contextually One List of Friends: Auto-synchronized, contextually available, groups…available, groups…

Integrated Communications: People-centric, multiple Integrated Communications: People-centric, multiple accounts, feeds…accounts, feeds…

My Info, Available Everywhere: Auto-sync, hosted, integrated My Info, Available Everywhere: Auto-sync, hosted, integrated with apps…with apps…

Access From Any Device: And contextual to each device…Access From Any Device: And contextual to each device…

AppAppA Platform for Web ServicesA Platform for Web Services

Device Access from Any DeviceAccess from Any Device

Stuff My Info, Available EverywhereMy Info, Available Everywhere

Messages Integrated CommunicationsIntegrated Communications

People One List of FriendsOne List of Friends

Platform: Rich experiences from many service providers, Platform: Rich experiences from many service providers, take my data with metake my data with me

3Microsoft Confidential

Faster, more flexible Faster, more flexible ways to communicate ways to communicate

and shareand share

Easier to integrate and Easier to integrate and manage all your digital manage all your digital

stuffstuff

Optimized experiences Optimized experiences for the PC, Mobile and for the PC, Mobile and

WebWeb

Rich apps that light-up Windows - Essentials

5

MailPhoto GalleryMovie MakerMessengerToolbarFamily SafetyWriter

Microsoft Confidential

Leading Services

HotmailHome.live.co

mGroupsPhotos

CalendarEvents

SyncSkyDrive

Spaces

Demo

Online may be the most quantifiable media channel around … but Microsoft Advertising has tools that not only attracts people, but are not viewed as online at all*, they are just part and parcel of how they live their life.

Which explains why …

* Email/Messenger/Facebook

Microsoft tools have moved from online …

… to onlife

Microsoft Advertising: From online to onlife

Thank you

geertd@microsoft.com

Credits for pictures and presentation go to Rob Campbell from Sunshine