Personal web spaces and social networks
Understanding what it means for marketers
Caroline Vogt & Stuart Knapman
Abstract
Our paper discusses the global phenomenon of online personal spaces and social networking, addressing what this means for both the consumer and marketer.
The research challenges some emerging misconceptions surrounding users’ motivations and behaviours whilst raising implications and guidelines for marketers about approaching this user controlled environment.
We look ahead, beyond Web 2.0, to consider the wider implications of a networked world.
Caroline Vogt
Head of International Research EMEA, Microsoft Networks, UK
Working within the Global Sales Research team Caroline is responsible for leading global research projects. Her role is to develop insight projects which help to uncover how consumers interact in the digital landscape as well as evaluate the effectiveness of digital marketing.
Currently, Caroline is running a research project in collaboration with MTV Networks which examines the social impact amongst teens and young adults of viral video, instant messaging, email, online social networks, mobile phones and on-line gaming.
Prior to joining Microsoft Caroline was Research Manager at the BBC where she focussed on delivering large scale research projects commissioned to aid the “future proofing” of BBC services and marketing in the digital environment.
Having worked as a Senior Strategic Planner for News International and as a Research Analyst at the Gallup Organisation, Caroline has over seven years experience in delivering research to aid the development of commercial strategy.
Caroline holds a BSc (Hons) from City University in London, received an ERSC scholarship to complete an MA in Sociology of Contemporary Culture from the University of York and holds an Advanced Diploma in Communication Studies (CAM)
Stuart Knapman
Essential Research, UK
Stuart 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 2004 he was appointed Head of Pan-BBC research, looking after the BBC’s central and corporate research. Last year Stuart left the BBC to become a joint-owner of Essential and has since led a number of strategic projects for clients including Microsoft, Ofcom, Sky and the BBC.
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