This 1 minute 14 seconds youtube-video produced by Dove drove three times as many visits to the Dove website as did their whole TV campaign over the past two years:
The findings were revealed by Jaap Favier at the Interact conference in Bruxelles today. Jaap Favier is vicepresident at Forrester Research, and the conference is organised by IAB Europe – the european branch of FDIM.
Jaap Favier did a very convincing presention on the task advertisers need to undertake to reach the consumers of the present web 2.0 internet environment. What you need to do, he claimed, is to understand how to influence the group dynamics, that web 2.0 has brought to the forefront. Realize these four different types of consumers and act on them:
Some 10 % are creators, 20 % are critics (commenting what they experience), 20 % are collectors finding good stuff and sharing it with their peers, while the rest are couch potatoes, “passively” receiving.
(Live blogging from Bruxelles – Jaap now just left the scene)
Update june 12th: The presention of Jaap Favier is now online at http://www.iabeuropecongress.eu/downloads/Presentatie_Favier.pdf.
Hi Jon
Again an interesting post. Do you know where Jaap Favier has his figures from as I think they in my experience sound very optimistic. See also Jakob Nielsen’s alertbox on the 90-9-1 divide – where Dr Nielsen argues that about 90% are just passive users:
http://www.useit.com/alertbox/participation_inequality.html
All the best
Jacob
Jacob, I just posted the link to Jaap Faviers slides, which are now online: http://www.iabeuropecongress.eu/downloads/Presentatie_Favier.pdf. In 25 years+ only 2 percent updated or created their own blog but 7 % created or updated their own website, it looks like. For 16-24 years olds the figures are higher.
Best
Jon
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