Posted by: David | Monday, March 17,2008

MSN Impact

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The huge recent growth in ‘personal web spaces’ such as Windows Live Spaces is changing the way for people using internet. Today people build a personal website, which becomes their own ‘territory’, it is their personal page to decorate, blog, update with photos and express a side they wish others to see. As ESOMAR (European Society for Opinion and Marketing Research) writer Vogt and Knapman (2007) states, the growth of social networking today is based on online personal spaces. But why this unique phenomenon is taking place and how we can use these social networks to targeting the new ‘digital consumer’ are becoming the hot issues for the nowadays advertisers.

Personal spaces is the way they offer an individual’s “territory”, and enable users to communicate directly, either one to one, or one to many. Within social networking, it is the combination of the personal nature of the environment with the connectivity to chosen networks that creates an online environment for both users and potential marketers (Vogt and Knapman, 2007).

FIGURE 1: LATAM LEADS THE WAY FOR SOCIAL NETWORKING

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(Source: The World Advertising Research Center)

There are some characteristic for personal spaces which are enable users to share thoughts with friends, detail their life with photos and video, to meet new people or generally browse other people’s lives. And it also provides an outlet for creativity, allowing users to express their individuality and satisfying their need of being part of a community. I would said, online personal spaces has already become a new phenomenon changing the way people communicate, maintain friendships and express themselves.

Microsoft is a main social media player and provider of free social software that delivers advertising opportunities across these applications. When we look at the Windows Live Spaces and today’s social networking environment, Windows Live Spaces was forecast to grow to more users in three years than MSN Messenger had done in seven years.

FIGURE 2: GLOBAL NUMBER OF USERS OF WINDOWS LIVE MESSENGER AND WINDOWS LIVE SPACES IN MILLIONS

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(Source: The World Advertising Research Center)

Windows Live Spaces offers Messenger users the opportunity to find out more about their contact to extend and deepen their relationship. For younger people, they use Windows Live Messenger to organize their social life, and using Windows Live Spaces to document and share their social life. On the other hand, older members use Windows Live Messenger and Windows Live Spaces to keep in touch and share their lives with friends and family.

“  Social networks need to have social relevance, otherwise they will eventually die. The open networks such as MySpace quickly lose social and critically, personal relevance as they are trying to serve the needs of too many people. A network works in the long term when it focuses on the individual, and the network develops based on contact-centric experiences that are completely focused on that individual, and are broadened out to people who matter to the individual the most”

(Moz Hussain, Global Group Product Manager, Windows Live Spaces).

Even Windows Live Spaces is “open” social software; it seems to operating in a “closed” social network, although there was demand for a degree of openness. People are expected in the future Windows Live Spaces can allow for safer searching of contacts to offer more online networking opportunities and offering a long term personal networking environment.

Additional information:

FIGURE 3: KEY BEHAVIOURAL DIFFERENCES BY COUNTRY-2007

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FIGURE 4: REASONS FOR USING SOCIAL NETWORKS-2007  

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FIGURE 5: PREFERRED CONTENT ON FRIENDS’ PAGES-2007

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(Source: European Society for Opinion and Marketing Research)

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Responses

  1. Microsoft does not give anything free! It’s rather a big monopoly and will cash anytime and anywhere. You have rightly reported the new social phenomenon, though I am sorry I will have to disagree about Microsoft and its role in social media. Nothing in Microsoft is social, it’s all transactional!

  2. Dear prwirelessch

    Thanks for your comment, I know waht you mean, Microsoft does not give anything free that is true. But they do provide some free software for people to use (eg MSN Message, MSN Space) in order to use those channles for advertisement. On the other hand, many people are using MSN Message and Spece to create their own onilne community and increase their bolg share. When people get used to and rely on those free software, Microsoft can gain benefits form it. It is all about business, but we can not deny Microsoft has continuing to provided new free MSN software for people to use, they are providing a convenient and efficiency way for people to communicate with other, and many people are willing to used and download.

  3. hi~David
    Long time no see.
    My English is very poor.
    So I don’t know what are you talking about.
    Haha~~
    https://login.live.com/ppsecure/sha1auth.srf?lc=1028

    Some picture with classmate assemble….

  4. I would say microsoft is not offering any thing free, as it doesn’t do anything much socially but even in this business of offerring free space in the social software, evenwith the help of that it is trying to attract the customer towards microsoft and just doing the marketing

  5. Hey,

    and thanks for your comments and interest on my blog. I will be sure to keep in touch with yours.

    Mark


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