The latest on digital design trends and consumer behavior from Avenue A | RazorfishConsumer 2.0: How Web 2.0 is Changing Moods, Metrics, & Monetization
April 22nd, 2008 by Garrick SchmittTags: Advertising, Analytics, behavior, cnet, comscore, consumer, design, digital, forrester, peanut labs, quantcast, san francisco, statistics, tag clouds, Web 2.0, web 2.0 expo
The Web 2.0 Expo is kicking into high gear tomorrow in San Francisco. I’ll be participating on the Consumer 2.0: How Web 2.0 is Changing Moods, Metrics, & Monetization panel. Rafe Needleman from CNET will moderate and I’ll be joined by Konrad Feldman from Quantcast, Murtaza Hussain from Peanut Labs and Erin Hunter from ComScore.
The discussion will focus around changes in online user behavior and how it affects Internet marketing techniques. And, most importantly, just how much do real consumers actually use Web 2.0 features and functions.
From the Web 2.0 Expo abstract:
Consumers are rapidly adopting new behaviors powered by Web 2.0 technologies including social networks, blogs, tags, ratings, user-generated content, news feeds, shared bookmarks, online photos, and videos.
Who are the early Web 2.0 tech adopters and who are the late bloomers? How do users differ in online consumer behavior, from each other and compared to the past? What can demographics, metrics, and market research tell us about users, usage, and monetization?
Find out more from this panel of consumer research experts about changes in online user behavior and how it affects internet marketing techniques. Learn how the “New-New Consumer 2.0” interacts with today’s web sites and social networks.
I’ll be referencing much of the work that I published in this presentation: Do Real People Really Use Tag Clouds: Research To Help Separate Web 2.0’s Hits From Hype. Save for the following chart, which I prepared for the conference:
And here are a number of links, for those of you seeing this for the first time, that will let you dig a bit deeper:
Consumer Behavior Study – The full study with questions, answers and quantitative breakouts.
AARF Digital Design Outlook — Our book, published last fall, that previews digital design trends.
AARF Digital Outlook Report – Our recently released book on digital media and advertising trends.
In addition, we’ll also be attending the session by Charlene Li and Josh Bernoff of Forrester Research who will preview their new book, Groundswell, which looks at the new social media explosion and offers strategies to help companies use social technologies to transform their futures. And, yes, some of our own work made it into their book: Avenue A / Razorfish’s own Wiki gets a really nice write-up. As does some of the work we are doing for Ford Motor Company.
2 Responses to “Consumer 2.0: How Web 2.0 is Changing Moods, Metrics, & Monetization”
Good session today. I like your feature adoption slide and will reference it at work. I\’m working with the Razorfish team in Austin on a very innovative Community site and they are doing some great work. One thing I would have been interested in hearing about today was what evidence there is that shows social media advertising as a more effective channel than traditional ad buys. If a brand spends media buy money on a Facebook sponsored group instead of a traditional banner buy, is that a better return on investment.
Thanks, Marty. Advertising via Social Media is a hot topic these days. Unfortunately, it’s too early too tell what works and what doesn’t. We look social media playing an integral role when we plan advertising campaigns across the digital channel — but not one element at the expense of another. Shiv Singh covers the social media space for us at http://www.goingsocialnow.com/