FLIP/// LA UNIVERSITY OF CALIFORNIA, LOS ANGELES
THIS IS NOT WHAT YOU'RE EXPECTING
THIS IS NOT WHAT YOU'RE EXPECTING. AIM ASKED US TO increase their usage by 15%, and we believe this goal can only be achieved by going beyond the traditional notion of advertising. This is about total brand behavior. The design. The product. The features. The media experiences. Everything and anything that involves AIM must be a reflection of the brand itself. We’re going to increase usage by 15% and we’re going to do it by stepping back and looking at AIM as a whole.
THIS IS NOT WHAT YOU'RE EXPECTING
THIS IS NOT WHAT YOU'RE EXPECTING. AIM ASKED US TO increase their usage by 15%, and we believe this goal can only be achieved by going beyond the traditional notion of advertising. This is about total brand behavior. The design. The product. The features. The media experiences. Everything and anything that involves AIM must be a reflection of the brand itself. We’re going to increase usage by 15% and we’re going to do it by stepping back and looking at AIM as a whole.
2
DARWINISM
EVOLUTION
AIM MUST EVOLVE AS A PRODUCT. If we just advertised and left the product as is, here’s what would happen. AIM would see a jump in users. But after a while, if AIM stayed the same, users would leave. We know this because it already happened. Our research showed that a significant amount of non-AIM users were once AIM users. They left for one main reason: the product did not evolve with them. Look at Google, Facebook, and Apple. These innovative tech companies continually update their products, making significant additions on a regular basis. AIM must follow suit and keep up with its users, or its users will leave it behind.
IN ITS ADVERTISING. We’re modeling our advertising perspective after one of the industry leaders, TBWA/Media Arts Lab, the ad agency responsible for all things Apple. The agency shapes the Apple brand experience by playing a role in all brand touch points, whether it’s packaging, product, store design, or advertising. We will play this same role in creating the AIM brand experience. Every aspect of our advertising will embody our brand, with each media experience unquestionably screaming AIM. We’re confident that our message will be heard loudly and clearly.
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2
DARWINISM
EVOLUTION
AIM MUST EVOLVE AS A PRODUCT. If we just advertised and left the product as is, here’s what would happen. AIM would see a jump in users. But after a while, if AIM stayed the same, users would leave. We know this because it already happened. Our research showed that a significant amount of non-AIM users were once AIM users. They left for one main reason: the product did not evolve with them. Look at Google, Facebook, and Apple. These innovative tech companies continually update their products, making significant additions on a regular basis. AIM must follow suit and keep up with its users, or its users will leave it behind.
IN ITS ADVERTISING. We’re modeling our advertising perspective after one of the industry leaders, TBWA/Media Arts Lab, the ad agency responsible for all things Apple. The agency shapes the Apple brand experience by playing a role in all brand touch points, whether it’s packaging, product, store design, or advertising. We will play this same role in creating the AIM brand experience. Every aspect of our advertising will embody our brand, with each media experience unquestionably screaming AIM. We’re confident that our message will be heard loudly and clearly.
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RESEARCH & STRATEGY
RESEARCH Next, we looked at the College portion of the demo. Why don’t they use AIM?
DEMOGRAPHIC RESEARCH To explain our thought process as clearly as possible, we’re going to tell our story. No percentages or statistics or charts. Only what’s actually important. Think of this as a narrative. Ahem. So, here we are at the beginning. AIM asked us to “increase trial and grow usage of AIM products by 15%” among “men and women, ages 18-24.” Naturally, the first thing we asked was, “What is AIM’s relation with 1824 year olds?”
To discover the answer, we made a strategic decision to conduct all of our research by using a very traditional method – crazy huh? We considered using some out-there research methods, but we decided that we wanted to do research that embodied our product. Since AIM is all about talking, we learned everything we know through 14 focus groups involving over 300 people. We cultivated a relaxed and easy-going atmosphere to reflect the mindset of an AIM conversation. We traveled around Southern California to ensure that all different lifestyles of our demographic were equally represented in our research. We talked and talked and talked. Here’s what happened.
Through our focus groups, we found an interesting problem: Most college students have stopped using AIM, while most non-college students continue to use it frequently.
So we decided to look more closely at these two groups those who stayed at home and those who left for college - to find out what the difference was.
We started with the Home focus group, who use AIM all the time. Why did they use AIM? “Yeah, the [AIM] buddies I mostly chat with are the people I kick it with all the time.” – Most of their AIM buddies are good friends who they see on a regular basis. These buddies are all part of a social network of friends—they all know each other.
“I don’t really talk to my old friends on AIM anymore, it’s hard cause we don’t really have anything to talk about.” – The College portion has a hard time talking to Home friends because they don’t really know what’s going on with them anymore “I used to use AIM all the time, but no one here [at college] really does” – None of their college friends are on AIM “Yeah, everyone just uses Facebook here [at college]. Like, every single person you meet is on it, no joke.” – Almost everyone in the College group said that they’ve replaced AIM with Facebook because that’s what their college network is using “I still use AIM [in college], but I mostly talk to people from my dance team at home. I guess some of my college friends might be AIM users, but I wouldn’t know.” – There is still a fraction of heavy AIM users at college (about 1/8 according to our focus groups), but they don’t even know if their college friends are on AIM
Social Context is personal and socially relevant information about someone (i.e. Tiffany’s been hanging out a lot with Aidan and Justin lately. Jesse just got into law school but he’s not sure if he wants to go. Natalie’s been into The Beatles these days, cause of this guy she’s dating). •Home users kept using AIM because they had strong Social Context with each other by hanging out with their AIM buddies in real life, living in the same area, and taking part in what was going on together. They still had relevant things to talk about and continued using AIM. •College users stopped using AIM because they lost Social Context with their old friends. By leaving for college, they never got to see their old friends anymore. They slowly ran out of relevant things to talk about and stopped using AIM.
By contrasting the two groups, we realized that there was one factor that led to the difference in AIM use: Social Context.
BIG FINDING:
Social Context is necessary to use AIM.
Most people who use AIM talk to people with whom they share Social Context (i.e. people that they hang out with, see frequently, etc.). But with buddies they don’t share Social Context with, they have nothing relevant to talk about. Conversations begin to die out and they stop conversing on AIM, because AIM does not provide Social Context about your buddies.
5
4
RESEARCH & STRATEGY
RESEARCH Next, we looked at the College portion of the demo. Why don’t they use AIM?
DEMOGRAPHIC RESEARCH To explain our thought process as clearly as possible, we’re going to tell our story. No percentages or statistics or charts. Only what’s actually important. Think of this as a narrative. Ahem. So, here we are at the beginning. AIM asked us to “increase trial and grow usage of AIM products by 15%” among “men and women, ages 18-24.” Naturally, the first thing we asked was, “What is AIM’s relation with 1824 year olds?”
To discover the answer, we made a strategic decision to conduct all of our research by using a very traditional method – crazy huh? We considered using some out-there research methods, but we decided that we wanted to do research that embodied our product. Since AIM is all about talking, we learned everything we know through 14 focus groups involving over 300 people. We cultivated a relaxed and easy-going atmosphere to reflect the mindset of an AIM conversation. We traveled around Southern California to ensure that all different lifestyles of our demographic were equally represented in our research. We talked and talked and talked. Here’s what happened.
Through our focus groups, we found an interesting problem: Most college students have stopped using AIM, while most non-college students continue to use it frequently.
So we decided to look more closely at these two groups those who stayed at home and those who left for college - to find out what the difference was.
We started with the Home focus group, who use AIM all the time. Why did they use AIM? “Yeah, the [AIM] buddies I mostly chat with are the people I kick it with all the time.” – Most of their AIM buddies are good friends who they see on a regular basis. These buddies are all part of a social network of friends—they all know each other.
“I don’t really talk to my old friends on AIM anymore, it’s hard cause we don’t really have anything to talk about.” – The College portion has a hard time talking to Home friends because they don’t really know what’s going on with them anymore “I used to use AIM all the time, but no one here [at college] really does” – None of their college friends are on AIM “Yeah, everyone just uses Facebook here [at college]. Like, every single person you meet is on it, no joke.” – Almost everyone in the College group said that they’ve replaced AIM with Facebook because that’s what their college network is using “I still use AIM [in college], but I mostly talk to people from my dance team at home. I guess some of my college friends might be AIM users, but I wouldn’t know.” – There is still a fraction of heavy AIM users at college (about 1/8 according to our focus groups), but they don’t even know if their college friends are on AIM
Social Context is personal and socially relevant information about someone (i.e. Tiffany’s been hanging out a lot with Aidan and Justin lately. Jesse just got into law school but he’s not sure if he wants to go. Natalie’s been into The Beatles these days, cause of this guy she’s dating). •Home users kept using AIM because they had strong Social Context with each other by hanging out with their AIM buddies in real life, living in the same area, and taking part in what was going on together. They still had relevant things to talk about and continued using AIM. •College users stopped using AIM because they lost Social Context with their old friends. By leaving for college, they never got to see their old friends anymore. They slowly ran out of relevant things to talk about and stopped using AIM.
By contrasting the two groups, we realized that there was one factor that led to the difference in AIM use: Social Context.
BIG FINDING:
Social Context is necessary to use AIM.
Most people who use AIM talk to people with whom they share Social Context (i.e. people that they hang out with, see frequently, etc.). But with buddies they don’t share Social Context with, they have nothing relevant to talk about. Conversations begin to die out and they stop conversing on AIM, because AIM does not provide Social Context about your buddies.
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Once we found that Social Context is necessary to use AIM, we realized there was another reason College kids stopped using AIM.
Let’s start with
They had no Social Context with new college friends. When these people arrived at college, they were meeting a new network of people for the first time, so of course there was no Social Context established. With no Social Context, they couldn’t use AIM to communicate with these new people, so they didn’t do it.
Their new network had no Social Context and their old network was losing Social Context, so AIM ceased to become useful for both of the College kids’ social networks. And by the time they became close enough to their college friends and built Social Context, it was too late. Most college users had stopped using AIM so they wouldn’t even think to ask for someone’s screenname in the first place.
THE PRODUCT Now we want to provide Social Context to AIM users so they
RESEARCH
can maintain and build friendships. How do we do this?
*
we looked at examples of Social Context on online networks > Facebook/Myspace
BIG FINDING:
>Facebook/Myspace are Social Context based networks. >The reason you log onto Facebook is to share Social Context with your friends, from reading information on their profiles to looking through their photo albums.
The drop in AIM usage comes from people who are transitioning from one social network to another.
>This sharing of Social Context is what ties Facebook users together. Even if you moved far and away, the Social Context let’s you stay in touch and lets you maintain your friendships.
And once we realized that last point, we found our target demographic
The difference lies in HOW the Social Context is being shared.
*When Facebook says it’s “sharing” Social Context, this is misuse of the word “share.” You are not sharing Social Context if you just leave a bunch of information on your profile and let people stumble onto it later- that’s “displaying.”
THE TRANSITIONALS
To share, by it’s very definition, you have to actively interact with another person. Sharing isn’t leaving something to be found later. Sharing is right now. Sharing is a live interaction.
Between the ages 18-24, you are making the most transitions between social networks. Before 18, your life consists of your hometown and little else, and after 24, you begin to settle down and follow your career path. Transitionals are people who left one network and are transitioning to a new one (Examples: from high school to college, from the dorms to the apartments, moving from one job to the next.) They are leaving their current network and struggling to maintain those friendships. They are Transitioning into a new network and trying to build new friendships.
There we go. There’s that Social Context we were looking for. Let’s just slap on Facebook-like features to AIM then, right? Not so fast. The way Facebook shares Social Context only helps maintain your friendships. It gives you enough info to know what your friends have been up to, but that’s about it. So how come Social Context shared in the real world (like with our Home focus group) doesn’t just maintain, but builds friendships?
And then the
In order to continue using AIM, Transitionals needed Social Context to maintain their old network, as well as to form their new one.
OVERALL STRATEGY So we need to accomplish two things simultaneously: 1.
We need to get the Transitionals to sign back onto AIM
Advertising
2.
To keep them, AIM needs to provide them with Social Context so they can MAINTAIN their old network and BUILD their new network
Product
And the only way to build and strengthen a friendship is by actively sharing. Sharing experiences together, sharing stories about your day, sharing how you feel – all while being in the same moment.
PRODUCT STRATEGY
To help users maintain friendships and build on them, AIM needs to provide its users with
Live Social Context •Information won’t be displayed in a static way, but instead will be shared live with your friends. •It’s the difference between leaving pictures on your profile for your friends to maybe stumble upon, or just saying to your friends, “Hey, here are some pictures I want to share with you guys” •As with sharing in real-life, it prompts a response and will make it easier to start conversations •Conversations will be more relevant and up-to-date •A greater number of more relevant conversations will lead to building stronger friendships. And all this fits perfectly with AIM. Any changes that AIM makes needs to enhance, not distract from, its core feature: live conversation. Live Social Context does exactly that. It takes what’s always made AIM special - live interactions and friendship-building conversations – and pushes it to the next level.
And now that we have our Product, let’s go back to 1. : how can we get Transitionals to sign back on again? Through Advertising. And not just regular old advertising, but advertising that’s geared to build a social network through social networking. But we’re getting ahead of ourselves. You’ll hear more about that in a few pages. How ‘bout right now we hear some more about what we’ve done to the Product…
7
6
Once we found that Social Context is necessary to use AIM, we realized there was another reason College kids stopped using AIM.
Let’s start with
They had no Social Context with new college friends. When these people arrived at college, they were meeting a new network of people for the first time, so of course there was no Social Context established. With no Social Context, they couldn’t use AIM to communicate with these new people, so they didn’t do it.
Their new network had no Social Context and their old network was losing Social Context, so AIM ceased to become useful for both of the College kids’ social networks. And by the time they became close enough to their college friends and built Social Context, it was too late. Most college users had stopped using AIM so they wouldn’t even think to ask for someone’s screenname in the first place.
THE PRODUCT Now we want to provide Social Context to AIM users so they
RESEARCH
can maintain and build friendships. How do we do this?
*
we looked at examples of Social Context on online networks > Facebook/Myspace
BIG FINDING:
>Facebook/Myspace are Social Context based networks. >The reason you log onto Facebook is to share Social Context with your friends, from reading information on their profiles to looking through their photo albums.
The drop in AIM usage comes from people who are transitioning from one social network to another.
>This sharing of Social Context is what ties Facebook users together. Even if you moved far and away, the Social Context let’s you stay in touch and lets you maintain your friendships.
And once we realized that last point, we found our target demographic
The difference lies in HOW the Social Context is being shared.
*When Facebook says it’s “sharing” Social Context, this is misuse of the word “share.” You are not sharing Social Context if you just leave a bunch of information on your profile and let people stumble onto it later- that’s “displaying.”
THE TRANSITIONALS
To share, by it’s very definition, you have to actively interact with another person. Sharing isn’t leaving something to be found later. Sharing is right now. Sharing is a live interaction.
Between the ages 18-24, you are making the most transitions between social networks. Before 18, your life consists of your hometown and little else, and after 24, you begin to settle down and follow your career path. Transitionals are people who left one network and are transitioning to a new one (Examples: from high school to college, from the dorms to the apartments, moving from one job to the next.) They are leaving their current network and struggling to maintain those friendships. They are Transitioning into a new network and trying to build new friendships.
There we go. There’s that Social Context we were looking for. Let’s just slap on Facebook-like features to AIM then, right? Not so fast. The way Facebook shares Social Context only helps maintain your friendships. It gives you enough info to know what your friends have been up to, but that’s about it. So how come Social Context shared in the real world (like with our Home focus group) doesn’t just maintain, but builds friendships?
And then the
In order to continue using AIM, Transitionals needed Social Context to maintain their old network, as well as to form their new one.
OVERALL STRATEGY So we need to accomplish two things simultaneously: 1.
We need to get the Transitionals to sign back onto AIM
Advertising
2.
To keep them, AIM needs to provide them with Social Context so they can MAINTAIN their old network and BUILD their new network
Product
And the only way to build and strengthen a friendship is by actively sharing. Sharing experiences together, sharing stories about your day, sharing how you feel – all while being in the same moment.
PRODUCT STRATEGY
To help users maintain friendships and build on them, AIM needs to provide its users with
Live Social Context •Information won’t be displayed in a static way, but instead will be shared live with your friends. •It’s the difference between leaving pictures on your profile for your friends to maybe stumble upon, or just saying to your friends, “Hey, here are some pictures I want to share with you guys” •As with sharing in real-life, it prompts a response and will make it easier to start conversations •Conversations will be more relevant and up-to-date •A greater number of more relevant conversations will lead to building stronger friendships. And all this fits perfectly with AIM. Any changes that AIM makes needs to enhance, not distract from, its core feature: live conversation. Live Social Context does exactly that. It takes what’s always made AIM special - live interactions and friendship-building conversations – and pushes it to the next level.
And now that we have our Product, let’s go back to 1. : how can we get Transitionals to sign back on again? Through Advertising. And not just regular old advertising, but advertising that’s geared to build a social network through social networking. But we’re getting ahead of ourselves. You’ll hear more about that in a few pages. How ‘bout right now we hear some more about what we’ve done to the Product…
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8
PRODUCT
PRODUCT
Now Introducing...
The New AIM
AIM is all about live conversation to build and strengthen relationships with our “Buddies.” Our new product stays true to the heart of AIM, but now introduces Live Social Context directly into the AIM experience. To help you experience this new feature, we added two new ways of viewing the Buddy List. It’s the same Buddy List, but now just viewed from three different perspectives – by buddies, by time, and by space.
GEO-TAG VIEW– where it’s happening now o
o
BUDDY LIST VIEW – who’s online now
REAL-TIME VIEW– what’s happening now
o
o
o
The traditional Buddy List users have come to know and love hasn’t changed much… it just lost some unneeded baggage. Overall, it has simply had a bit of aesthetic upgrading.
o
•For example, if one of your friends updates their AOL Journal blog, it will be placed at the top of the list in real-time at the moment it occurs. •Real-Time view is constantly changing depending on the happenings within your social network
•Buddy photos to correspond to all contacts. •The rotating prism makes it easy for users to switch between the three Buddy List views. o The new AIM Buddy List is also streamlined and clutter free: No banners and no unnecessary icons and buttons. The new Buddy List is simple, clean, and does not distract from the main function of the program - conversation.
View your buddies according to what’s happening in their lives in Real-Time. This Buddy List view organizes your Buddy List by placing the most recent and relevant information about your friends on the top of the list.
o
o
To accomplish these real-time updates, AIM will become a hub. What does this mean? The new AIM pulls Social Context from any site that you post Social Context to – whether on AOL Social Media Spaces, photo and video sites (Flickr, Youtube), or other online social networks (i.e. Facebook, Myspace) to provide real-time updates to its users. Instead of AIM trying to compete with these other sites, it will work with them and maintain its focus on conversation and live interaction. Real-Time view gives you updates about your friends in real-time so that you can be a part of what your friends are doing now, instead of what they were doing yesterday, last week, or last month… when it’s too late to be a part of the journey.
o
The second view integrated into the new AIM is the Geo-tag view, which allows you to view your Buddy List on an actual map (powered by Mapquest technology). While Real-Time emphasizes time, Geo-tag focuses on space. With Geo-tag view, the barrier between your online world and your physical world has been broken, blurred—in fact, it no longer exists. How it works: •Any Social Context that you share through AIM can be Geo-tagged to a specific location on a map. •For example, you may have a secret crush on the Barista at Starbucks Coffee and you want to share your infatuation with your buddies so that they can go take a look for themselves. •So, you have two options: 1. You can search that specific Starbucks by using the new search bar and write a comment to that location. Your comment may be something like, “The Barista Jay that works in the morning is sooo cute!” 2. Your second option is to write this comment from your mobile AIM while you are at Starbucks, letting AIM (through GPS or cell phone triangulation technology) automatically tag the comment to your location. •In the end, your comment will appear where you tagged it on the Geo-tag map. Now you’re not just sharing what, but also sharing where.
o
Geo-tag Mobile – When you’re mobile and onthe-go is when Geo-tag really takes off. •As you’re walking around, GPS or cell triangulation technology shows you what’s happening around your actual location. •It brings Social Context that’s relevant to where you are •If you’re at the Getty Museum and you see that Jacqui just updated her status live in the area, you can instantly message her to meet up and say hi. •But you can also see other Social Context that your buddies Geo-tagged there pictures of Mike and Josh hanging out by the exhibits, a blog post Michelle wrote about how she had her first kiss in the Getty gardens, comments from buddies discussing whether the Getty is a good place for a first date. •By bringing you Social Context that was relevant to where you was at that moment, AIM revealed connections between you and your friends that you probably would’ve never known about. But since AIM made that connection for you through Geotagging, you can now start a conversation with Josh or Michelle about the Getty – a place you shared together.
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8
PRODUCT
PRODUCT
Now Introducing...
The New AIM
AIM is all about live conversation to build and strengthen relationships with our “Buddies.” Our new product stays true to the heart of AIM, but now introduces Live Social Context directly into the AIM experience. To help you experience this new feature, we added two new ways of viewing the Buddy List. It’s the same Buddy List, but now just viewed from three different perspectives – by buddies, by time, and by space.
GEO-TAG VIEW– where it’s happening now o
o
BUDDY LIST VIEW – who’s online now
REAL-TIME VIEW– what’s happening now
o
o
o
The traditional Buddy List users have come to know and love hasn’t changed much… it just lost some unneeded baggage. Overall, it has simply had a bit of aesthetic upgrading.
o
•For example, if one of your friends updates their AOL Journal blog, it will be placed at the top of the list in real-time at the moment it occurs. •Real-Time view is constantly changing depending on the happenings within your social network
•Buddy photos to correspond to all contacts. •The rotating prism makes it easy for users to switch between the three Buddy List views. o The new AIM Buddy List is also streamlined and clutter free: No banners and no unnecessary icons and buttons. The new Buddy List is simple, clean, and does not distract from the main function of the program - conversation.
View your buddies according to what’s happening in their lives in Real-Time. This Buddy List view organizes your Buddy List by placing the most recent and relevant information about your friends on the top of the list.
o
o
To accomplish these real-time updates, AIM will become a hub. What does this mean? The new AIM pulls Social Context from any site that you post Social Context to – whether on AOL Social Media Spaces, photo and video sites (Flickr, Youtube), or other online social networks (i.e. Facebook, Myspace) to provide real-time updates to its users. Instead of AIM trying to compete with these other sites, it will work with them and maintain its focus on conversation and live interaction. Real-Time view gives you updates about your friends in real-time so that you can be a part of what your friends are doing now, instead of what they were doing yesterday, last week, or last month… when it’s too late to be a part of the journey.
o
The second view integrated into the new AIM is the Geo-tag view, which allows you to view your Buddy List on an actual map (powered by Mapquest technology). While Real-Time emphasizes time, Geo-tag focuses on space. With Geo-tag view, the barrier between your online world and your physical world has been broken, blurred—in fact, it no longer exists. How it works: •Any Social Context that you share through AIM can be Geo-tagged to a specific location on a map. •For example, you may have a secret crush on the Barista at Starbucks Coffee and you want to share your infatuation with your buddies so that they can go take a look for themselves. •So, you have two options: 1. You can search that specific Starbucks by using the new search bar and write a comment to that location. Your comment may be something like, “The Barista Jay that works in the morning is sooo cute!” 2. Your second option is to write this comment from your mobile AIM while you are at Starbucks, letting AIM (through GPS or cell phone triangulation technology) automatically tag the comment to your location. •In the end, your comment will appear where you tagged it on the Geo-tag map. Now you’re not just sharing what, but also sharing where.
o
Geo-tag Mobile – When you’re mobile and onthe-go is when Geo-tag really takes off. •As you’re walking around, GPS or cell triangulation technology shows you what’s happening around your actual location. •It brings Social Context that’s relevant to where you are •If you’re at the Getty Museum and you see that Jacqui just updated her status live in the area, you can instantly message her to meet up and say hi. •But you can also see other Social Context that your buddies Geo-tagged there pictures of Mike and Josh hanging out by the exhibits, a blog post Michelle wrote about how she had her first kiss in the Getty gardens, comments from buddies discussing whether the Getty is a good place for a first date. •By bringing you Social Context that was relevant to where you was at that moment, AIM revealed connections between you and your friends that you probably would’ve never known about. But since AIM made that connection for you through Geotagging, you can now start a conversation with Josh or Michelle about the Getty – a place you shared together.
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Alongside the new Live Social Context features, we have implemented many smaller but equally important changes to AIM. Here are just a few of them:
The New
AIM
o …is mobile: To maximize the Geo-tag features of AIM, we have provided a fully-featured mobile version for smartphones. This allows users to access all of AIM’s features without being tied down. Research shows that online social networks are heading towards the mobile world, and that smartphones will be considered the norm for mobile devices in less than two years. So, we’re already gearing AIM to lead the movement into this new territory. o …is accessible: By using Userplane technology, the new AIM is accessible from any location with an Internet connection. Users can access the client via the AIM website, the downloadable version, and the mobile version—each of which are identical in features and functionality. So there is no reason to refrain from using the product at home or on the go. If you have Internet, you have AIM. o …is clutter free: No banners and no unnecessary icons and buttons. These have been removed, allowing room for the new Buddy List to have some breathing room. The new Buddy List is simple, clean, and only comprised of icons that are conducive to enhancing the chat experience. o …is real: With the new AIM, there are no more screen names, only real names. Years ago, when AIM entered the lives of our demographic, the Internet was a scary place. Back then, people actively refrained from disclosing personal information via the Internet and hid their true identities. Well, times have changed… and so has AIM. Our research has shown that instead of hiding behind confusing screennames, people would rather have their actual identities represented in online social networks. Since AIM is a tool for building relationships, we are removing the anonymity factor and making it that much easier for users to connect with friends. No more asking for screennames, no more memorizing e-mail addresses. We have removed this extra step so that there is nothing between you and your friends connecting online.
PRODUCT
o …is not a tracking device: Although we have included the Geo-tag view, you are not able to see the live location of your online buddies. Instead, Geo-tag view provides you with geographic information only when your buddies want to reveal it. Geo-tagged information is optional and can be turned on and off according to user preference. o …is private: Privacy consideration will be a top priority for the new AIM. The new Live Social Context features have been carefully considered so as to allay users privacy concerns. Users will have full control of their privacy and on many different levels, from who can see your info to what type of info should be shared. We suggest that AIM staff carefully monitor users privacy concerns and handle any issues as soon as they rise. o …is expressive: Our focus group research has revealed that away messages and statuses are often used for the exact same function, so we have combined the two into the AIM Expression Box. Every user is given a space to express whatever is on their mind by using this new AIM feature. This allows you to tell your friends exactly what you are feeling at the moment. It can be anything from a song lyric or away message to a random idea or an inspirational quote - it’s up to you. o …is searchable: With the introduction of the new search bar within your AIM Buddy List, you are able to perform searches based on things that are relevant to you. In Buddy List view, you are able to search the name of a friend and add them as an AIM buddy. This has become especially easy with the removal of screen names because all you need to know is your friend’s name to find them on the new AIM. In Real-Time view, you are able to search through the Social Context that your buddies have shared recently. In Geo-tag view, you are able to search locations to tag to your Social Context and easily access the information you need about a specific place. o …is a wider network: The new AIM uses your social network to it’s maximum potential. When seeking information about a location, comments will be visible from users that are connected by no more than 2 degrees of separation. This maximizes the information you can receive while keeping it relevant and within your personal network. o …is just an update: Our new AIM isn’t an entirely new overhaul, it’s just one update to a program that will continuously keep updating in the future. That’s why we didn’t rename the product. It’s just the next update to AIM.
Although we have completely revamped AIM, the features that are important to users are still present within the new client—they are just streamlined into one space instead of being separate aspects of the AIM experience. •1. AIM Profiles: The new AIM Profile does not have static information that you would usually “display” on your usual online social network profile. Instead, the new AIM Profile stays consistent with the LIVE aspect of AIM. The new AIM Profile is simply a slide out window with users’ AIM Expression accompanied by their personal RealTime updates. This way, you are able to see what’s been happening in one of your buddy’s lives. •2. Chat, Commenting, Groups: With the new AIM, you no longer have a need to join random chat rooms, join random online groups, or comment on random videos. Now, the world around you is your chat room! With the introduction of Geo-tagging, chat rooms and groups can be defined by geographic locations.
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10
Alongside the new Live Social Context features, we have implemented many smaller but equally important changes to AIM. Here are just a few of them:
The New
AIM
o …is mobile: To maximize the Geo-tag features of AIM, we have provided a fully-featured mobile version for smartphones. This allows users to access all of AIM’s features without being tied down. Research shows that online social networks are heading towards the mobile world, and that smartphones will be considered the norm for mobile devices in less than two years. So, we’re already gearing AIM to lead the movement into this new territory. o …is accessible: By using Userplane technology, the new AIM is accessible from any location with an Internet connection. Users can access the client via the AIM website, the downloadable version, and the mobile version—each of which are identical in features and functionality. So there is no reason to refrain from using the product at home or on the go. If you have Internet, you have AIM. o …is clutter free: No banners and no unnecessary icons and buttons. These have been removed, allowing room for the new Buddy List to have some breathing room. The new Buddy List is simple, clean, and only comprised of icons that are conducive to enhancing the chat experience. o …is real: With the new AIM, there are no more screen names, only real names. Years ago, when AIM entered the lives of our demographic, the Internet was a scary place. Back then, people actively refrained from disclosing personal information via the Internet and hid their true identities. Well, times have changed… and so has AIM. Our research has shown that instead of hiding behind confusing screennames, people would rather have their actual identities represented in online social networks. Since AIM is a tool for building relationships, we are removing the anonymity factor and making it that much easier for users to connect with friends. No more asking for screennames, no more memorizing e-mail addresses. We have removed this extra step so that there is nothing between you and your friends connecting online.
PRODUCT
o …is not a tracking device: Although we have included the Geo-tag view, you are not able to see the live location of your online buddies. Instead, Geo-tag view provides you with geographic information only when your buddies want to reveal it. Geo-tagged information is optional and can be turned on and off according to user preference. o …is private: Privacy consideration will be a top priority for the new AIM. The new Live Social Context features have been carefully considered so as to allay users privacy concerns. Users will have full control of their privacy and on many different levels, from who can see your info to what type of info should be shared. We suggest that AIM staff carefully monitor users privacy concerns and handle any issues as soon as they rise. o …is expressive: Our focus group research has revealed that away messages and statuses are often used for the exact same function, so we have combined the two into the AIM Expression Box. Every user is given a space to express whatever is on their mind by using this new AIM feature. This allows you to tell your friends exactly what you are feeling at the moment. It can be anything from a song lyric or away message to a random idea or an inspirational quote - it’s up to you. o …is searchable: With the introduction of the new search bar within your AIM Buddy List, you are able to perform searches based on things that are relevant to you. In Buddy List view, you are able to search the name of a friend and add them as an AIM buddy. This has become especially easy with the removal of screen names because all you need to know is your friend’s name to find them on the new AIM. In Real-Time view, you are able to search through the Social Context that your buddies have shared recently. In Geo-tag view, you are able to search locations to tag to your Social Context and easily access the information you need about a specific place. o …is a wider network: The new AIM uses your social network to it’s maximum potential. When seeking information about a location, comments will be visible from users that are connected by no more than 2 degrees of separation. This maximizes the information you can receive while keeping it relevant and within your personal network. o …is just an update: Our new AIM isn’t an entirely new overhaul, it’s just one update to a program that will continuously keep updating in the future. That’s why we didn’t rename the product. It’s just the next update to AIM.
Although we have completely revamped AIM, the features that are important to users are still present within the new client—they are just streamlined into one space instead of being separate aspects of the AIM experience. •1. AIM Profiles: The new AIM Profile does not have static information that you would usually “display” on your usual online social network profile. Instead, the new AIM Profile stays consistent with the LIVE aspect of AIM. The new AIM Profile is simply a slide out window with users’ AIM Expression accompanied by their personal RealTime updates. This way, you are able to see what’s been happening in one of your buddy’s lives. •2. Chat, Commenting, Groups: With the new AIM, you no longer have a need to join random chat rooms, join random online groups, or comment on random videos. Now, the world around you is your chat room! With the introduction of Geo-tagging, chat rooms and groups can be defined by geographic locations.
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PLATFORM
PLATFORM
PLAYS WELL WITH OTHERS
A FEW EXAMPLES OF HOW THE NEW AIM COULD BE USED WITHIN CURRENT ADVERTISING CAMPAIGNS OF OTHER BRANDS…
NIKE – CAPTURE THE FLAG Our research shows that our demographic hates intrusive banner ads. Period. Banner ads on AIM were not only seen as intrusive, but as completely contradictory with the innovative and relevant nature of AIM. To remain consistent with AIM’s brand personality and improve usability of the product, we suggest removing all banner ads from the buddy list.
brands can capitalize on and integrate into their own campaigns. By combining your online and offline worlds, Geo-tagging creates a new advertising space that can bring together the ubiquity of the digital with the relevance of the real.
Geo-tagging allows you to leave digital marks on your physical world. This gives brands the power to affect Wait a minute. and be present in the physical locations of all the eyes in AIM’s online community. Geo-tagging gives brands AIM still needs advertising revenue...so if no banner the ability to easily organize large-scale events that ads, where does the money come from? brands physical locations in the real world, while the simultaneous, integrated chat facilitates word of mouth With AIM’s new Geo-tag feature, we provide a surrounding the event. revolutionary new advertising platform that other
To increase awareness of new lines of shoes, Nike could organize a giant urban game of Capture the Flag that is played on the streets of major metropolitan cities. Geo-tagging will be used to mark boundaries, safe-zones, flag location on AIM users’ digital interface, allowing organization on a mass scale that would’ve been nearly impossible before. Nike would provide blue and red Nike-branded shirts for the different teams, and would offer a grand prize of a Nike shopping spree, or the first pairs of their new shoes. The live and active nature of this event embodies Nike’s “Just Do It” spirit.
ARMED FORCES – HOMETOWN HEROES
During Memorial Day weekend, over 200 soldiers currently stationed overseas could be chosen to Geo-tag locations in their hometowns, sharing memories, photos and stories of places like the local park or their favorite restaurant. AIM users will be able to view these Geo-tags and add on to them, interact with them, and even chat with the soldiers directly. Through Geo-tagging these soldiers’ stories onto physical locations that AIM users actually walk by and to which they have their own memories tied, the users will be able to identify with the soldiers. By realizing that these heroes are just like them, the Armed Forces delivers the brand message that “Everyone can be a hero, including me” through AIM.
STA TRAVEL – RIDE & SEEK
STA Travel could host a student scavenger hunt across the United States (a la “Amazing Race”) for a grand prize of free flights for life provided by STA. Contestants will have to prove completion of their scavenger objectives through Geo-tagging, such as Geo-tagging a photo of themselves at the Grand Canyon. AIM users can follow the contestants’ progress on a live map and even chat with them as they continue on their journey. STA will help them get around and increase awareness of its travel services. Geo-tagging allows a new interactive way (sorry TV) for the audience to participate in a nation-wide event and feel as if they are traveling with the contestants themselves. The live aspect of the contest gives the audience immediate access to the experience, further involving them in the journey.
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12
PLATFORM
PLATFORM
PLAYS WELL WITH OTHERS
A FEW EXAMPLES OF HOW THE NEW AIM COULD BE USED WITHIN CURRENT ADVERTISING CAMPAIGNS OF OTHER BRANDS…
NIKE – CAPTURE THE FLAG Our research shows that our demographic hates intrusive banner ads. Period. Banner ads on AIM were not only seen as intrusive, but as completely contradictory with the innovative and relevant nature of AIM. To remain consistent with AIM’s brand personality and improve usability of the product, we suggest removing all banner ads from the buddy list.
brands can capitalize on and integrate into their own campaigns. By combining your online and offline worlds, Geo-tagging creates a new advertising space that can bring together the ubiquity of the digital with the relevance of the real.
Geo-tagging allows you to leave digital marks on your physical world. This gives brands the power to affect Wait a minute. and be present in the physical locations of all the eyes in AIM’s online community. Geo-tagging gives brands AIM still needs advertising revenue...so if no banner the ability to easily organize large-scale events that ads, where does the money come from? brands physical locations in the real world, while the simultaneous, integrated chat facilitates word of mouth With AIM’s new Geo-tag feature, we provide a surrounding the event. revolutionary new advertising platform that other
To increase awareness of new lines of shoes, Nike could organize a giant urban game of Capture the Flag that is played on the streets of major metropolitan cities. Geo-tagging will be used to mark boundaries, safe-zones, flag location on AIM users’ digital interface, allowing organization on a mass scale that would’ve been nearly impossible before. Nike would provide blue and red Nike-branded shirts for the different teams, and would offer a grand prize of a Nike shopping spree, or the first pairs of their new shoes. The live and active nature of this event embodies Nike’s “Just Do It” spirit.
ARMED FORCES – HOMETOWN HEROES
During Memorial Day weekend, over 200 soldiers currently stationed overseas could be chosen to Geo-tag locations in their hometowns, sharing memories, photos and stories of places like the local park or their favorite restaurant. AIM users will be able to view these Geo-tags and add on to them, interact with them, and even chat with the soldiers directly. Through Geo-tagging these soldiers’ stories onto physical locations that AIM users actually walk by and to which they have their own memories tied, the users will be able to identify with the soldiers. By realizing that these heroes are just like them, the Armed Forces delivers the brand message that “Everyone can be a hero, including me” through AIM.
STA TRAVEL – RIDE & SEEK
STA Travel could host a student scavenger hunt across the United States (a la “Amazing Race”) for a grand prize of free flights for life provided by STA. Contestants will have to prove completion of their scavenger objectives through Geo-tagging, such as Geo-tagging a photo of themselves at the Grand Canyon. AIM users can follow the contestants’ progress on a live map and even chat with them as they continue on their journey. STA will help them get around and increase awareness of its travel services. Geo-tagging allows a new interactive way (sorry TV) for the audience to participate in a nation-wide event and feel as if they are traveling with the contestants themselves. The live aspect of the contest gives the audience immediate access to the experience, further involving them in the journey.
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ADVERTISING
THERE ARE REASONS WHY our demographic stopped using AIM...
ADVERTISING
...and we needed to address these reasons before getting to advertising. That’s why we pumped so much time and effort into product development. We’re looking long-term, and we know that the strength of the product is what keeps the users. The strength of the advertising is what will draw them. This combination of product and advertising is essential to continue building the AIM community. After all, you could discover the best social networking product in the world, but if your friends aren’t on it, it’s of no use to you. So we’re going to advertise. But no, not like that. Most traditional advertising tells people about the benefit that a certain product will bring to their life. We go a step further. Instead of telling our demographic about the benefit, they live the benefit through the advertising. Instead of saying, “Let’s share in the moment,” our advertising lets them share in the moment. The medium becomes the message. Every one of our nontraditional concepts is live and interactive, enabling our demographic to actually experience AIM’s benefit through our advertising.
Just like AIM itself, our ads will get them talking.
WORD OF MOUTH WILL BE ESSENTIAL TO OUR CAMPAIGN. Sure, WOM should be essential to all campaigns, but we are placing a special focus on it for two main reasons. First and foremost, with our limited budget, word of mouth advertising will allow us to reach as many people as possible for as cheaply as possible. It’s incredibly cost-effective. By focusing our dollars on creating AIM media experiences that will get people talking, we far exceed the impressions that we would have obtained by buying up standard, pricey ad space. Secondly, WOM dovetails perfectly with the building of a social community like AIM. The best way for a social networking service to grow is through personal recommendations from friends that have experienced the benefit of the product, and this is exactly what our advertising will accomplish.
It’s why we’re not using billboards, or print ads, or television commercials. We know that telling people to sign up for AIM via traditional media will not be effective in driving up usage. They’re not going to listen to us. Instead, our demographic must experience AIM in non-traditional ways and be wowed enough to spread the word themselves. For AIM to truly grow, friends must tell friends, and those friends must tell their friends. So let’s throw traditional media out the window.
Let’s build a social network through social networking. AIM. Let’s Now.
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14
ADVERTISING
THERE ARE REASONS WHY our demographic stopped using AIM...
ADVERTISING
...and we needed to address these reasons before getting to advertising. That’s why we pumped so much time and effort into product development. We’re looking long-term, and we know that the strength of the product is what keeps the users. The strength of the advertising is what will draw them. This combination of product and advertising is essential to continue building the AIM community. After all, you could discover the best social networking product in the world, but if your friends aren’t on it, it’s of no use to you. So we’re going to advertise. But no, not like that. Most traditional advertising tells people about the benefit that a certain product will bring to their life. We go a step further. Instead of telling our demographic about the benefit, they live the benefit through the advertising. Instead of saying, “Let’s share in the moment,” our advertising lets them share in the moment. The medium becomes the message. Every one of our nontraditional concepts is live and interactive, enabling our demographic to actually experience AIM’s benefit through our advertising.
Just like AIM itself, our ads will get them talking.
WORD OF MOUTH WILL BE ESSENTIAL TO OUR CAMPAIGN. Sure, WOM should be essential to all campaigns, but we are placing a special focus on it for two main reasons. First and foremost, with our limited budget, word of mouth advertising will allow us to reach as many people as possible for as cheaply as possible. It’s incredibly cost-effective. By focusing our dollars on creating AIM media experiences that will get people talking, we far exceed the impressions that we would have obtained by buying up standard, pricey ad space. Secondly, WOM dovetails perfectly with the building of a social community like AIM. The best way for a social networking service to grow is through personal recommendations from friends that have experienced the benefit of the product, and this is exactly what our advertising will accomplish.
It’s why we’re not using billboards, or print ads, or television commercials. We know that telling people to sign up for AIM via traditional media will not be effective in driving up usage. They’re not going to listen to us. Instead, our demographic must experience AIM in non-traditional ways and be wowed enough to spread the word themselves. For AIM to truly grow, friends must tell friends, and those friends must tell their friends. So let’s throw traditional media out the window.
Let’s build a social network through social networking. AIM. Let’s Now.
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16
LIVE STREAMING EVENTS
PHONEDROP WHAT IT IS:
WHAT IT IS:
Two weeks before the release of the new AIM, 500 AIM-ready cell phones will be dropped on popular college locations throughout the country. When people pick up these phones, they will see a message saying, “The next revolution of AIM is now in your hands. This is exclusive. How exclusive? You are one of 500 people in the US who have it. No one else will know about the product for another two weeks. Do whatever you want with it – Geo-tag, use the Real-Time feed. And you might want to invite 10 of friends along for the ride.” The initial users will be able to invite 10 of their friends to sign onto the new AIM, and in turn those friends can invite 10 of their friends.
We’ll form a partnership with the CW network to stream a live feed of a television broadcast into AIM. When someone is watching the show, it pops up on the realtime feed so everyone on their buddy list can see, and have the option of joining to watch it together. (Bob is watching soand-so. Watch with him!) The streaming television event opens in a window where all those who are watching can chat together during the show. AIM users can also invite non-AIM users to watch with them, by sending an email or SMS notification to sign up for AIM and join in on the fun.
WHY THEY’LL LIKE IT:
The transitionals will experience firsthand the unidentified, revolutionary new version of a well-known product. There is something inherently exciting about being the first to know, about being the one to break the news to your friends. The exclusivity element of the release will cause word to spread through blog posts, word of mouth, and invites.
LET’S NOT JUST TALK ABOUT WHAT WE SAW, LET’S DISCUSS IT AS WE WATCH TOGETHER.
HOW IT FITS:
Most product releases involve a press release and a big announcement from the company. Instead, AIM will let its users be the ones to introduce this product to the world. The purpose is to not only spread the word and generate buzz, but also to build up a pre-existing online community before the actual release date so that when millions of users sign on to the new AIM, the Geo-tagging and Real-Time features are already actively thriving.
Let’s not hear about the new AIM from the press, let’s be the ones to break the story ourselves.
WHY THEY’LL LIKE IT:
In the past, it was impossible to watch a program with someone without being physically together. With the live streaming events, AIM users are able to chat while they watch with friends, no matter where their friends are. It’s as if they’re hanging out on the couch, watching it together.
HOW IT FITS:
Friendships are about shared experiences, and watching the show together while chatting builds friendships through a realtime connection.
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16
LIVE STREAMING EVENTS
PHONEDROP WHAT IT IS:
WHAT IT IS:
Two weeks before the release of the new AIM, 500 AIM-ready cell phones will be dropped on popular college locations throughout the country. When people pick up these phones, they will see a message saying, “The next revolution of AIM is now in your hands. This is exclusive. How exclusive? You are one of 500 people in the US who have it. No one else will know about the product for another two weeks. Do whatever you want with it – Geo-tag, use the Real-Time feed. And you might want to invite 10 of friends along for the ride.” The initial users will be able to invite 10 of their friends to sign onto the new AIM, and in turn those friends can invite 10 of their friends.
We’ll form a partnership with the CW network to stream a live feed of a television broadcast into AIM. When someone is watching the show, it pops up on the realtime feed so everyone on their buddy list can see, and have the option of joining to watch it together. (Bob is watching soand-so. Watch with him!) The streaming television event opens in a window where all those who are watching can chat together during the show. AIM users can also invite non-AIM users to watch with them, by sending an email or SMS notification to sign up for AIM and join in on the fun.
WHY THEY’LL LIKE IT:
The transitionals will experience firsthand the unidentified, revolutionary new version of a well-known product. There is something inherently exciting about being the first to know, about being the one to break the news to your friends. The exclusivity element of the release will cause word to spread through blog posts, word of mouth, and invites.
LET’S NOT JUST TALK ABOUT WHAT WE SAW, LET’S DISCUSS IT AS WE WATCH TOGETHER.
HOW IT FITS:
Most product releases involve a press release and a big announcement from the company. Instead, AIM will let its users be the ones to introduce this product to the world. The purpose is to not only spread the word and generate buzz, but also to build up a pre-existing online community before the actual release date so that when millions of users sign on to the new AIM, the Geo-tagging and Real-Time features are already actively thriving.
Let’s not hear about the new AIM from the press, let’s be the ones to break the story ourselves.
WHY THEY’LL LIKE IT:
In the past, it was impossible to watch a program with someone without being physically together. With the live streaming events, AIM users are able to chat while they watch with friends, no matter where their friends are. It’s as if they’re hanging out on the couch, watching it together.
HOW IT FITS:
Friendships are about shared experiences, and watching the show together while chatting builds friendships through a realtime connection.
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LIVE COMMERCIAL WHAT IT IS:
We’re going to make a commercial, but not that kind. Our commercial is a live guerilla event that mimics the digital format of television in a physical setting. Actors will go throughout city streets and stage the live commercial – a quick product demo – which is framed in a large cutout of a television screen held up by actors on either side. The spot will all be performed live, from visual effects to sound effects to the AIM logo that zooms in at the end.
WHY THEY’LL LIKE IT: HOW IT FITS: It’s something people haven’t seen before—the physical enactment of a static digital format. By seeing it live, the audience will feel as if they are experiencing the ad as opposed to just passively watching. People will stop and wonder what’s going on, and they’ll definitely share it with their friends or even tape it, leading to a cost-effective viral campaign that will be spread on Youtube and in the blogosphere.
Let’s not just watch a taped commercial, let’s experience it live.
Conventional commercials already happened. They were filmed and edited before being put on the air. But AIM isn’t about what happened, it’s about what’s happening. The live commercial’s content will introduce the new AIM, while its medium and execution will embody what AIM is all about—creating the now.
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18
LIVE COMMERCIAL WHAT IT IS:
We’re going to make a commercial, but not that kind. Our commercial is a live guerilla event that mimics the digital format of television in a physical setting. Actors will go throughout city streets and stage the live commercial – a quick product demo – which is framed in a large cutout of a television screen held up by actors on either side. The spot will all be performed live, from visual effects to sound effects to the AIM logo that zooms in at the end.
WHY THEY’LL LIKE IT: HOW IT FITS: It’s something people haven’t seen before—the physical enactment of a static digital format. By seeing it live, the audience will feel as if they are experiencing the ad as opposed to just passively watching. People will stop and wonder what’s going on, and they’ll definitely share it with their friends or even tape it, leading to a cost-effective viral campaign that will be spread on Youtube and in the blogosphere.
Let’s not just watch a taped commercial, let’s experience it live.
Conventional commercials already happened. They were filmed and edited before being put on the air. But AIM isn’t about what happened, it’s about what’s happening. The live commercial’s content will introduce the new AIM, while its medium and execution will embody what AIM is all about—creating the now.
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LIVE BANNER AD
AIM PORTAL WHAT IT IS:
LET’S NOT JUST BE IN LA AND DREAM OF NEW YORK, LET’S MAKE PROXIMITY AN AFTERTHOUGHT.
Video screens streaming live video from one city to another. These large screens will be put up on building walls in high traffic areas, and passersby will be able to look through this “window” into another city. This technology enables people to stand on a sidewalk in Los Angeles and wave to New Yorkers as they pass by.
WHY THEY’LL LIKE IT:
We’re bringing the digital world into the real world, allowing people to be somewhere they physically can’t be. This has never been done before, and the shock factor of seeing a portal powered by AIM will start conversations and generate a lot of buzz.
HOW IT FITS:
The AIM portal is a perfect analogy for AIM, enabling our audience to interact with people that are in entirely different locations. Through the portal, they’re able to share what’s happening in real time from different cities.
WHAT IT IS:
Yes, we are going to have banner ads. But not what you’re thinking. Our AIM banner ads will be generated in real-time by a team of copywriters working around the clock. The ads will be placed on story-sites, like Digg.com and TMZ, an AOL owned site. Each time a new story comes up, the adjacent banner will have clever copy that addresses the story’s content and involves viewers in an online contest. Viewers will be called upon to IM the copywriter with the answer to a question related to the story, and winners receive a smartphone with the new AIM on it. For instance, a story breaks about Britney and Mel Gibson becoming friends, and a minute later there’s a banner ad next to it that reads, “What is this? The passion of the Spears? The first fifty people to IM me with the name of Gibson’s next new project wins.”
WHY THEY’LL LIKE IT:
Banner ads are usually static, irrelevant and annoying. Not anymore. Our AIM banners flip the standard notion of the banner ad on its head. Having live ads that update along with new stories makes the ads relevant to what users are reading now. The banners are unexpected and fun, and feel almost as if AIM is conversing with the site’s users. And who doesn’t like winning stuff?
HOW IT FITS:
These banners are happening live. They’re relevant. They’re now. Instead of just looking at a banner that’s already been created, our audience gets to experience its conception. AIM is about live updates of what’s new. And so are these banners. Also the contest drives people to use AIM, and puts our new product into the hands of the winners.
LET’S NOT JUST GLOSS OVER STATIC BANNER ADS, LET’S MAKE BANNER ADS RELEVANT.
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LIVE BANNER AD
AIM PORTAL WHAT IT IS:
LET’S NOT JUST BE IN LA AND DREAM OF NEW YORK, LET’S MAKE PROXIMITY AN AFTERTHOUGHT.
Video screens streaming live video from one city to another. These large screens will be put up on building walls in high traffic areas, and passersby will be able to look through this “window” into another city. This technology enables people to stand on a sidewalk in Los Angeles and wave to New Yorkers as they pass by.
WHY THEY’LL LIKE IT:
We’re bringing the digital world into the real world, allowing people to be somewhere they physically can’t be. This has never been done before, and the shock factor of seeing a portal powered by AIM will start conversations and generate a lot of buzz.
HOW IT FITS:
The AIM portal is a perfect analogy for AIM, enabling our audience to interact with people that are in entirely different locations. Through the portal, they’re able to share what’s happening in real time from different cities.
WHAT IT IS:
Yes, we are going to have banner ads. But not what you’re thinking. Our AIM banner ads will be generated in real-time by a team of copywriters working around the clock. The ads will be placed on story-sites, like Digg.com and TMZ, an AOL owned site. Each time a new story comes up, the adjacent banner will have clever copy that addresses the story’s content and involves viewers in an online contest. Viewers will be called upon to IM the copywriter with the answer to a question related to the story, and winners receive a smartphone with the new AIM on it. For instance, a story breaks about Britney and Mel Gibson becoming friends, and a minute later there’s a banner ad next to it that reads, “What is this? The passion of the Spears? The first fifty people to IM me with the name of Gibson’s next new project wins.”
WHY THEY’LL LIKE IT:
Banner ads are usually static, irrelevant and annoying. Not anymore. Our AIM banners flip the standard notion of the banner ad on its head. Having live ads that update along with new stories makes the ads relevant to what users are reading now. The banners are unexpected and fun, and feel almost as if AIM is conversing with the site’s users. And who doesn’t like winning stuff?
HOW IT FITS:
These banners are happening live. They’re relevant. They’re now. Instead of just looking at a banner that’s already been created, our audience gets to experience its conception. AIM is about live updates of what’s new. And so are these banners. Also the contest drives people to use AIM, and puts our new product into the hands of the winners.
LET’S NOT JUST GLOSS OVER STATIC BANNER ADS, LET’S MAKE BANNER ADS RELEVANT.
23
22
CLUBBING 2.0
AIM COLLEGE CAFÉ
WHAT IT IS:
Welcome to a whole new club experience fueled by AIM. We’re going to sponsor a series of club events around college campuses across the country, with AIM at the center. People attending will receive AIM mobile devices for the night and sign up for a quick profile when they arrive, including a photo that’ll be snapped upon entering. Club-goers will be able to chat with each other throughout the night, and those with compatible profiles will pop up on the Geotagging view when they get close. The Real-time view of AIM will be displayed on a projector screen at the front of club, where dancers can vote for song requests, upload photos and know what’s going on around the club.
WHY THEY’LL LIKE IT:
By choosing music, sending photos, and sharing info, the demographic is creating the club experience instead of just participating in it. College students already use social networking to enhance their dating lives, and Clubbing 2.0 brings it to the next level, off of the computer and into the real world. AIM makes communication easy in a noisy and intimidating club setting, and turns a room full of strangers into a shared community.
WHAT IT IS:
We’re installing life-size HD screens at select college coffee shops across the country. The screens will sit atop the coffee shop tables and project a live stream of café tables at other universities. Students will be able to select the school that they wish to view from an onscreen list, and share a cup of coffee and a conversation with a friend across the country.
LET’S NOT JUST LIST WHO WE’VE MET, LET’S START MEETING.
WHY THEY’LL LIKE IT: Let’s not update each other on the phone, let’s grab some coffee together.
HOW IT FITS:
Clubbing 2.0 is a live product demo that gets our demographic to use the new features in an actual social setting. It shows that social networking doesn’t have to just happen on the computer, but can happen live and concurrently with your real social life. This the future of social networking. And how about brand image? Like the product itself, this event is cutting-edge and innovative, with plenty of fun to go around.
The AIM College Café bridges physical boundaries by allowing friends who hardly ever get to physically sit down with each other to share a moment and converse. By providing the illusion of physical proximity, friends can share virtual space while they share a real latte.
HOW IT FITS:
With College Café, our demographic can create a new experience with a friend through a live interaction, instead of just catching up on the phone. College Café also highlights video chat, an oft-forgotten feature of AIM, and builds friendships through this real time video conversation.
23
22
CLUBBING 2.0
AIM COLLEGE CAFÉ
WHAT IT IS:
Welcome to a whole new club experience fueled by AIM. We’re going to sponsor a series of club events around college campuses across the country, with AIM at the center. People attending will receive AIM mobile devices for the night and sign up for a quick profile when they arrive, including a photo that’ll be snapped upon entering. Club-goers will be able to chat with each other throughout the night, and those with compatible profiles will pop up on the Geotagging view when they get close. The Real-time view of AIM will be displayed on a projector screen at the front of club, where dancers can vote for song requests, upload photos and know what’s going on around the club.
WHY THEY’LL LIKE IT:
By choosing music, sending photos, and sharing info, the demographic is creating the club experience instead of just participating in it. College students already use social networking to enhance their dating lives, and Clubbing 2.0 brings it to the next level, off of the computer and into the real world. AIM makes communication easy in a noisy and intimidating club setting, and turns a room full of strangers into a shared community.
WHAT IT IS:
We’re installing life-size HD screens at select college coffee shops across the country. The screens will sit atop the coffee shop tables and project a live stream of café tables at other universities. Students will be able to select the school that they wish to view from an onscreen list, and share a cup of coffee and a conversation with a friend across the country.
LET’S NOT JUST LIST WHO WE’VE MET, LET’S START MEETING.
WHY THEY’LL LIKE IT: Let’s not update each other on the phone, let’s grab some coffee together.
HOW IT FITS:
Clubbing 2.0 is a live product demo that gets our demographic to use the new features in an actual social setting. It shows that social networking doesn’t have to just happen on the computer, but can happen live and concurrently with your real social life. This the future of social networking. And how about brand image? Like the product itself, this event is cutting-edge and innovative, with plenty of fun to go around.
The AIM College Café bridges physical boundaries by allowing friends who hardly ever get to physically sit down with each other to share a moment and converse. By providing the illusion of physical proximity, friends can share virtual space while they share a real latte.
HOW IT FITS:
With College Café, our demographic can create a new experience with a friend through a live interaction, instead of just catching up on the phone. College Café also highlights video chat, an oft-forgotten feature of AIM, and builds friendships through this real time video conversation.
25
24
LIVE RECORDING WHAT IT IS:
AIM will sponsor a live recording event held in high traffic areas of 12 popular cities across the U.S. Up-and-coming artists selected from the Warner Music Group will record a song in a large sound booth made of glass so that audience members can see all aspects of the recording. They will also be able to participate in it (singing choruses and creating rhythms as a crowd), engaging them in the actual recording. The event will be Geo-tagged on AIM and attendees will receive an exclusive copy of the new track, which they can then share with their friends.
AIM MALL KIOSKS
WHY THEY’LL LIKE IT?
Music recording is a unique experience that usually happens behind closed doors people never get to take part. Not anymore. The crowd helps create something that’ll be fully produced and heard by millions of people. How cool would it be to say, “I’m on this track!” Also, the share/buzz factor will be enormous and almost completely driven by word-of-mouth.
LET’S NOT SETTLE FOR THE OLD WAY, LET’S USE NEW TECHNOLOGY TO IMPROVE OUR REAL WORLD LIVES.
WHY THEY’LL LIKE IT:
The Mall Directory is a static, boring standard of malls. AIM transforms it into a dynamic directory that uses the new features to actually help mall-goers and provide more useful information than just store listings. They more accurately reflect the true nature of malls – dynamic, alive, constantly changing. The technology is something they haven’t seen before, especially in such a familiar setting.
WHAT IT IS:
Partnering with malls throughout the country (suggested partnership with Westfield Malls)we’ll turn all Mall Directory kiosks into live, updating, AIM powered directories using new Geo-tagging and RealTime features. The new Kiosks will be prism shaped, representing the new AIM buddy list with the 3 different views: o Buddy List: list of stores, as if the stores were buddies (similar to Store Listings) o Real-Time Feed: live updating list of store’s sales, events, fun facts, etc. o Geo-Tag: map of the mall layout with live updating geo-tags
HOW IT FITS:
LET’S NOT JUST LISTEN TO MUSIC THAT WAS RECORDED, LET’S TAKE PART IN THE RECORDING.
This event encapsulates the essence of the new AIM by bringing people together in real-time. The finished song gives people something that they will share with their friends, increasing communication and usage of AIM. In exchange, the artists will benefit from the exposure and publicity generated by the event. They will also bring free advertising to AIM because they want people to listen to their song, forming a symbiotic promotional relationship with AIM.
HOW IT FITS:
This is a product demo in a high traffic, physical, and social setting where our demographic is, effectively enhancing how they shop and hang out. It familiarizes our demographic with the new features of AIM and gets them to experience the benefits without even having to log in. The
showcase of new technology rebrands AIM as “something new” and revolutionary. Also, Westfield Malls benefit by using this cutting edge technology to attract customers to their stores by having live, updating info such as hourly sales and events.
25
24
LIVE RECORDING WHAT IT IS:
AIM will sponsor a live recording event held in high traffic areas of 12 popular cities across the U.S. Up-and-coming artists selected from the Warner Music Group will record a song in a large sound booth made of glass so that audience members can see all aspects of the recording. They will also be able to participate in it (singing choruses and creating rhythms as a crowd), engaging them in the actual recording. The event will be Geo-tagged on AIM and attendees will receive an exclusive copy of the new track, which they can then share with their friends.
AIM MALL KIOSKS
WHY THEY’LL LIKE IT?
Music recording is a unique experience that usually happens behind closed doors people never get to take part. Not anymore. The crowd helps create something that’ll be fully produced and heard by millions of people. How cool would it be to say, “I’m on this track!” Also, the share/buzz factor will be enormous and almost completely driven by word-of-mouth.
LET’S NOT SETTLE FOR THE OLD WAY, LET’S USE NEW TECHNOLOGY TO IMPROVE OUR REAL WORLD LIVES.
WHY THEY’LL LIKE IT:
The Mall Directory is a static, boring standard of malls. AIM transforms it into a dynamic directory that uses the new features to actually help mall-goers and provide more useful information than just store listings. They more accurately reflect the true nature of malls – dynamic, alive, constantly changing. The technology is something they haven’t seen before, especially in such a familiar setting.
WHAT IT IS:
Partnering with malls throughout the country (suggested partnership with Westfield Malls)we’ll turn all Mall Directory kiosks into live, updating, AIM powered directories using new Geo-tagging and RealTime features. The new Kiosks will be prism shaped, representing the new AIM buddy list with the 3 different views: o Buddy List: list of stores, as if the stores were buddies (similar to Store Listings) o Real-Time Feed: live updating list of store’s sales, events, fun facts, etc. o Geo-Tag: map of the mall layout with live updating geo-tags
HOW IT FITS:
LET’S NOT JUST LISTEN TO MUSIC THAT WAS RECORDED, LET’S TAKE PART IN THE RECORDING.
This event encapsulates the essence of the new AIM by bringing people together in real-time. The finished song gives people something that they will share with their friends, increasing communication and usage of AIM. In exchange, the artists will benefit from the exposure and publicity generated by the event. They will also bring free advertising to AIM because they want people to listen to their song, forming a symbiotic promotional relationship with AIM.
HOW IT FITS:
This is a product demo in a high traffic, physical, and social setting where our demographic is, effectively enhancing how they shop and hang out. It familiarizes our demographic with the new features of AIM and gets them to experience the benefits without even having to log in. The
showcase of new technology rebrands AIM as “something new” and revolutionary. Also, Westfield Malls benefit by using this cutting edge technology to attract customers to their stores by having live, updating info such as hourly sales and events.
How It All Comes Together:
ROLLOUT PLAN
27
RESEARCH
Demographic Research
Social Context is necessary to use AIM
STRATEGY
Target Demographic: The Transitionals Campaign Strategy:
Product
1. We need to get the Transitionals to sign back onto AIM 2. To keep them, AIM needs to provide them with Social Context so they can maintain their old friendships and build their new ones
Provides Live Social Context on AIM
Advertising
Advertise through live, nontraditional medium
effects Current Users
effects Transitionals
Current Users maintain and build their friendships RESULTS
26
Current Users and Transitionals are both on the AIM network now.
Transitionals re-connect with Current Users (old network) Campaign Strategy -
Transitionals sign back onto AIM
Transitionals connect with other Transitionals (new network)
Effective
AIM Objectives Accomplished
How It All Comes Together:
ROLLOUT PLAN
27
RESEARCH
Demographic Research
Social Context is necessary to use AIM
STRATEGY
Target Demographic: The Transitionals Campaign Strategy:
Product
1. We need to get the Transitionals to sign back onto AIM 2. To keep them, AIM needs to provide them with Social Context so they can maintain their old friendships and build their new ones
Provides Live Social Context on AIM
Advertising
Advertise through live, nontraditional medium
effects Current Users
effects Transitionals
Current Users maintain and build their friendships RESULTS
26
Current Users and Transitionals are both on the AIM network now.
Transitionals re-connect with Current Users (old network) Campaign Strategy -
Transitionals sign back onto AIM
Transitionals connect with other Transitionals (new network)
Effective
AIM Objectives Accomplished
28
29
FUTURE
AIM is now revamped, reenergized, and relevant. New users will come and old users will come back.
THIS IS NOT THE END. THIS IS JUST WHERE WE HAVE TO HAND IT OFF.
Increase trial and grow usage of AIM products by 15 percent? Check. Bridge the gap between AIM Messaging and AIM Social Media? Yup. Increase AIM brand awareness? You bet.
To ensure that aim continues evolving, we have some suggestions for the future: LET’S MEASURE OUR PROGRESS
We don’t need a complicated, abstract, overly expensive feedback strategy. Let’s stick to how it’s done in the real world. Our costeffective campaign provides ample room in our budget to hire a professional marketing research company and use them. We must remember, this is a social network and the results will not be instant. Social networks grow exponentially over time. Make sure ample time is given to measure this growth. In addition, AIM should measure not only how many new users sign on, but how much more time they spend with the product, how many more conversations they have, and other relevant statistics.
LET’S CONTINUE TO HELP
AIM is a wonderful social tool, but for some, it can be absolutely essential to communication. The deaf community is one such group that can benefit from AIM in way most people couldn’t. A quote from a deaf student in one of our focus groups summed it up perfectly. “AIM helps me communicate just like any other teenager or young adult would communicate with their friends. It's an equalizer.” According to the National Institutes of Health, more than 32 million American adults have some degree of hearing loss. AIM has taken great strides to help the deaf community in the past, and we suggest that they continue to do so and also implement a campaign targeted towards this group.
LET’S WRITE THE FUTURE OF SOCIAL NETWORKING
Geo-Tagging is just the beginning. It’s the first step into a truly mobile social network. And we don’t mean mobile as in a portable version of AIM or Myspace, we mean mobile as in a social network that exists in your physical world and not in a separate online one. The future of social networking won’t be clicking a mouse in front of a computer screen. Social networking will be with you while you’re out and socializing in-person. Imagine a social network that enhances your actual social life as it’s happening, not after-the-fact. With Geo-Tagging, AIM is already thinking two steps ahead of every social network out there. Continue evolving in the right direction, and AIM will find itself at the forefront of a communication revolution.
LET’S HANDLE SOME BUSINESS
Given that 70% of public IM growth is from small business corporate users, AIM should continue to work on developing their business friendly version for those entering the workforce. The core features of live conversation and ease of communication already has enhanced many work environments. With future business-oriented developments, AIM can become an essential tool for the working world.
Whew! That was fun.
28
29
FUTURE
AIM is now revamped, reenergized, and relevant. New users will come and old users will come back.
THIS IS NOT THE END. THIS IS JUST WHERE WE HAVE TO HAND IT OFF.
Increase trial and grow usage of AIM products by 15 percent? Check. Bridge the gap between AIM Messaging and AIM Social Media? Yup. Increase AIM brand awareness? You bet.
To ensure that aim continues evolving, we have some suggestions for the future: LET’S MEASURE OUR PROGRESS
We don’t need a complicated, abstract, overly expensive feedback strategy. Let’s stick to how it’s done in the real world. Our costeffective campaign provides ample room in our budget to hire a professional marketing research company and use them. We must remember, this is a social network and the results will not be instant. Social networks grow exponentially over time. Make sure ample time is given to measure this growth. In addition, AIM should measure not only how many new users sign on, but how much more time they spend with the product, how many more conversations they have, and other relevant statistics.
LET’S CONTINUE TO HELP
AIM is a wonderful social tool, but for some, it can be absolutely essential to communication. The deaf community is one such group that can benefit from AIM in way most people couldn’t. A quote from a deaf student in one of our focus groups summed it up perfectly. “AIM helps me communicate just like any other teenager or young adult would communicate with their friends. It's an equalizer.” According to the National Institutes of Health, more than 32 million American adults have some degree of hearing loss. AIM has taken great strides to help the deaf community in the past, and we suggest that they continue to do so and also implement a campaign targeted towards this group.
LET’S WRITE THE FUTURE OF SOCIAL NETWORKING
Geo-Tagging is just the beginning. It’s the first step into a truly mobile social network. And we don’t mean mobile as in a portable version of AIM or Myspace, we mean mobile as in a social network that exists in your physical world and not in a separate online one. The future of social networking won’t be clicking a mouse in front of a computer screen. Social networking will be with you while you’re out and socializing in-person. Imagine a social network that enhances your actual social life as it’s happening, not after-the-fact. With Geo-Tagging, AIM is already thinking two steps ahead of every social network out there. Continue evolving in the right direction, and AIM will find itself at the forefront of a communication revolution.
LET’S HANDLE SOME BUSINESS
Given that 70% of public IM growth is from small business corporate users, AIM should continue to work on developing their business friendly version for those entering the workforce. The core features of live conversation and ease of communication already has enhanced many work environments. With future business-oriented developments, AIM can become an essential tool for the working world.
Whew! That was fun.
30
31
ROLL CALL
FLIP///LA 2008 Account Sups Chris Yi Jesse Epstein Natalie Kim
Faculty Advisor John Kochian
Directors
Emerson Taymor Justin Williams Michael Frech Natalie Pirveysian Tiffany Pan
All-Stars
Aidan McDermott Alex Capriotti Alex Goodman Allison Torneros Alok Jethanandani Alyson Jensen Amy Lin Betty Yee Jacqui de Borja Jose Iniguez Josh Walker Karla Sin Liu Kristin Ige Lindsay Steele Matt Murphy Matthew Manos Michael Morillo Michelle Lin Therese Wong Thi Nguyen Tiffany Huang Vanessa Ying Vannga Nguyen Vicki Cheng William Trang
Special Thanks Jane Bitar Bill Swann
This book was designed in 2008 by Aidan McDermott, Tiffany Pan and Justin Williams with a ton of help from the sups and the rest of the team.
30
31
ROLL CALL
FLIP///LA 2008 Account Sups Chris Yi Jesse Epstein Natalie Kim
Faculty Advisor John Kochian
Directors
Emerson Taymor Justin Williams Michael Frech Natalie Pirveysian Tiffany Pan
All-Stars
Aidan McDermott Alex Capriotti Alex Goodman Allison Torneros Alok Jethanandani Alyson Jensen Amy Lin Betty Yee Jacqui de Borja Jose Iniguez Josh Walker Karla Sin Liu Kristin Ige Lindsay Steele Matt Murphy Matthew Manos Michael Morillo Michelle Lin Therese Wong Thi Nguyen Tiffany Huang Vanessa Ying Vannga Nguyen Vicki Cheng William Trang
Special Thanks Jane Bitar Bill Swann
This book was designed in 2008 by Aidan McDermott, Tiffany Pan and Justin Williams with a ton of help from the sups and the rest of the team.
FLIP/// LA UNIVERSITY OF CALIFORNIA, LOS ANGELES