Trends in online technology, behaviour, and advertising research
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Page 1 Trends in online technology, behaviour, and advertising research Dan Goldstein Assistant Professor of Marketing London Business School
Transcript of Trends in online technology, behaviour, and advertising research
Page 1
Trends in online technology, behaviour, and advertising research
Dan GoldsteinAssistant Professor of MarketingLondon Business School
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Social contagion
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HOW MANY SOCIAL NETWORKS WILL THERE BE?
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Which would you prefer?
My Social Network Of My Customers . com
Vs.
Third-Party Social Network Of My Customers . com
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THE PSYCHOLOGY OF
SOCIAL CONTAGION
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Milgram: Social Network Pioneer
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Meet the social network expert
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From: Bill ____ To: daniel.goldsteinSent: 7/24/02 7:29 PMSubject: Small World Research Project
Hey Dan, Helping our friends at Columbia with a li ttle experiment.Also, thought you might know this person or know so mebody who does. Bill
We request your assistance with a Columbia Universi ty research project.We are a team of sociologists interested in what is known as the "Small World Phenomenon". This is the idea that everyone i n the world can be reached through a short chain of social acquaintanc es.
This claim has led to the famous phrase "Six Degre es of Separation", but after more than thirty years, nobody knows if it's true.
With your help, we intend to find out.
Your target person is:Name: Pavia RosatiCurrently lives in New York, New York, USACurrent Occupation: Writer
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Paths in social networks
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Degrees of Separation
Fre
quen
cy
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Milgram: Social Influence Pioneer
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Percentage of Passers-By Who Look Up
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Crowd Size
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From: Bill [...@...]Sent: 28 May 2003 02:08Subject: Fwd: MOB #1
>Date: Tue, 27 May 2003 17:46:01 -0700 (PDT)>From: The Mob Project <[email protected]>>Subject: MOB #1>To: [email protected]>>You are invited to take part in MOB, the project t hat creates an >inexplicable mob of people in New York City for te n minutes or less. >Please forward this to other people you know who m ight like to join.>>FAQ>>Q. Why would I want to join an inexplicable mob?>>A. Tons of other people are doing it.
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Bill’s experiment
� Communicated by email forwarding only
� No Web site
� Anonymous source
� Explicit instructions
� Bandwagon messaging
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Web Pages on Flash Mobs
020,00040,00060,00080,000
100,000120,000140,000160,000
0 10 20 30 40 50
Day
Mob #4 Mob #5 Mob #6
Mob #7
LastMob
Copycat mobs in Toronto, Zurich, Vienna, Berlin & Rome
Dublin, Amsterdam, London
200th newspaper article
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Result
� One million Web hits
� Every continent but Antarctica
� Oxford English Dictionary: Flash Mob: a public
gathering of complete strangers, organized via the
Internet or mobile phone, who perform a pointless act
and then disperse again
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The best measure of success“Going one step beyond the flashmob –Swatch fans turning up en masse anyplace, anywhere in the world – the brand hit the streets with some really off-the-wall events … Berlin it put up advertising hoardings that sent out soap bubbles; in Brazil, dogs were gathered together to celebrate the Swatch Special watch Gou Lai Su, dedicated to the Chinese New Year, the Year of the Dog.”
“Swatch took the flashmob concept and turned it into the splashmob – artistic improvisations with splashes of paint –backed up by a global multimedia advertising campai gn and a world-wide splashmob competition. It was a phenome nal success and thousands of fans made videos and put t hem on the Swatch website.” -Swatch 2006 annual report
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The Psychology of Influence - Cialdini
– Social proof : We often decide to do what other people like
us are doing
– Scarcity : Opportunities seem more valuable to us when
their availability is limited
– Authority : Deferring individual decision-making to a leader
– The Social Graph
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Publisher
Consumer
The one-way web
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Publisher
Consumer
Publisher
Consumer
The six-way web
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CHANGES IN ADVERTISING
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What are the chances this driver is looking to buy a mobile phone?
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What are the chances this typist is looking to buy a mobile phone?
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Ad Revenue by Format
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Advertising research exploding
Y = 30 mmY = 30 mm
X = -10 mmX = -10 mm
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Not All Exposures Are Good Exposures
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Static Low Animation High Animation
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Recognition
Liking
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CHANGES IN CONTENT CREATION
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UGC is demanding attention
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User-Generated Content
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User-referred content vs. pure content
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User-Referred Content
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Referring to referring to referring …
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TOOLS AS AN ATTENTIONAL FRONTIER
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From tools to advertising platforms
� The physical world had advertising possibilities the Web is monetizing
Pen -> Online docs
File cabinet -> Wiki
Mail -> Web-mail & IM
Telephone -> Voip
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Mashed-up tools
+
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Craigslist + Google Maps = mapskrieg.com
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iTunes + YouTube + Yahoo = YouTunes
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Firefox as a platform
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Facebook & Myspace as platforms
