1. KONFERENCE „INTERNET JE SEXY“ SOCIÁLNÍ SÍTĚ Jaromír Chaloupek & Zuzana Jankovská, Millward Brown

2. 1. Fakta o sociálních sítích

3. Co jsou sociální sítě ? www.facebook.com www.myspace.com Především on-line komunity lidí, kteří sdílí své zájmy a aktivity NEBO kteří chtějí objevit zájmy a aktivity druhých

6. A jaké jsou oblíbené sociální sítě v SR a ČR?

9. Jak může značka participovat?

10. Facebook Groups Facebook | Carling Group Facebook | The battle for the UK's favourite university www.facebook.com

11. Facebook applications Facebook | Red Bull Roshambull Facebook | Flowers & Fun www.facebook.com

14. 2. OBECNÉ POZNATKY MILLWARD BROWN

15. POZNATKY MILLWARD BROWN Source: Millward Brown - Dynamic Logic’s AdReaction Study, October 2007; n=484 U.S. respondents who have visited social networking sites Většině návštěvníků (71%) reklamy na sociálních sítích nevadí

21. 3. CASE STUDY MILLWARD BROWN

25. Přidání reklam na MySpace a/nebo Facebook zvýšilo líbivost celé kampaně Learnings by Millward Brown How much would you enjoy interacting with these advertising materials each time you see them? A lot Quite Wouldn’t mind Not much Not at all Seen website & ads % Seen website & ads AND MySpace OR Facebook % Seen website & ads AND MySpace AND Facebook % Mean score Base: 2.83 (92) 3.24 (161) 3.4 (83)

26. Zároveň pomohlo zvýšit i branding You couldn’t fail to remember the advertising materials are for BRAND Seen website & ads % Seen website & ads AND MySpace OR Facebook % Seen website & ads AND MySpace AND Facebook % Mean score Base: 3.51 (92) 4.14 (161) 4.16 (83) The advertising materials are quite good at making you remember it is for BRAND The advertising materials are not all that good at making you remember it is for BRAND The advertising materials could have been for any brand of alcohol The advertising materials could have been for almost anything Which one of the phrases below applies to all of the advertising materials? Learnings by Millward Brown

27. Také přitažlivost značky vzrostla, když byly diváci vystaveni zároveň kampani na sociálních sítích Much more appealing Seen website & ads % Seen website & ads AND MySpace OR Facebook % Seen website & ads AND MySpace AND Facebook % Mean score Base: 3.46 (92) 3.7 (161) 3.77 (83) A little more appealing It didn’t change my feelings about BRAND A little less appealing Much less appealing How did the advertising materials make you feel about BRAND? Learnings by Millward Brown

28. Nicméně, celá kampaň trochu postrádala relevanci pro konzumenty. Tento nedostatek nepomohlo rozšíření na sociální sítě vyřešit If you were buying CATEGORY, how relevant would the points made in the advertising materials be to you? Very Relevant Quite Relevant Not very Relevant Seen Website & ads % Seen Website & ads AND MySpace OR Facebook % Seen Website & ads AND MySpace AND Facebook % Not at all relevant Mean: Base: 2.38 (92) 2.65 (161) 2.71 (83) Learnings by Millward Brown

29. Celkově však kampaň na MySpace a Facebook zvýšila zájem spotřebitelů a také jejich motivaci ke koupi Seen Website & Ads Seen Website & ads AND MySpace OR Facebook Seen Website & ads AND MySpace AND Facebook Relevance Interest New News Difference Persuasion 2.38 2.50 2.59 3.47 2.4 2.65 2.71 2.63 3.71 2.63 2.71 2.71 2.66 3.7 2.78 Learnings by Millward Brown

32. DĚKUJEME