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Events |
SPACES – THE FINAL FRONTIERAs everyone knows, the internet has become a powerful social medium, with millions of individuals creating their own personal places, building communities, talking to people they may never see offline and sharing things with wide groups of friends. Social networking is huge!
Companies are excited about social networking, and particularly about ‘personal spaces’ such as Facebook, MySpace or Windows Live Spaces as these not only allow users to create something unique - but they connect users together while they are doing it. This creates an incredibly fertile territory for building and shaping ideas, sharing viral marketing material and – ultimately – allowing brands to enter into a dialogue with consumers. Essential was commissioned by Microsoft Digital Advertising Solutions to help understand the people and the behaviours in personal spaces - and how best to monetise this environment in a way that was beneficial to both the user and the advertiser. Their joint paper, joint winner of the Best Paper at the 2007 Conference Awards, brings users’ needs and behaviours to life and proposes five golden rules for brands entering personal spaces. We also consider the future: where is it all going and what will it mean for brands? Stuart Knapman of Essential will deliver an updated version of the Research 2007 conference presentation and promises not to use the phrases “web 2.0” or “research 2.0” at any point in his presentation. If you are an MRS Member or work for an MRS Company Partner and would like to request a copy of the original paper from our LitSearch Service, please email: info@mrs.org.uk About the presenterStuart began his career at Millward Brown. He joined the BBC In 1998, moving to its New Media division in 2000 to set up a new audience insight team for BBC Online and Interactive. In 2003 he was appointed Head of Pan-BBC research, focusing on the key issues affecting the BBC. Stuart also led the audience work for ‘Creative Future’, a major BBC strategic review led by the Director-General Mark Thompson. Stuart left the BBC to become a joint-owner of Essential Research in March 2006 and has since led major projects for clients including Microsoft, Ofcom, Sky, Nokia and the BBC. Essential is the 2007 winner of the Best New Agency Award. |
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