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SOCIAL NETWORK SMACKDOWN June 22, 2007

Laura Halsch & Qui Diaz. SOCIAL NETWORK SMACKDOWN June 22, 2007. An Online Community Is …. “A group of people that primarily or initially communicate or interact via the Internet, rather than face to face”

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SOCIAL NETWORK SMACKDOWN June 22, 2007

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  1. Laura Halsch & Qui Diaz SOCIAL NETWORK SMACKDOWNJune 22, 2007

  2. An Online Community Is … • “A group of people that primarily or initially communicate or interact via the Internet, rather than face to face” • Listserv, bulletin boards, message boards, chat rooms, media-sharing sites, consumer review/sales, social bookmarking, social networks • eBay, Craigslist, Amazon.com, Epinions, Del.icio.us, Wikipedia, DIGG . . .

  3. Some History • Where did online communities come from? • Shift from information gathering to relationship building online • Steps taken (the well, message boards, listserves, AOL) • Built on foundations of social interaction • Participation in a group • Membership in a community with common interests/goals/etc. • Trust

  4. A Social Network Is . . . • Equitably facilitated (user-to-user contact, not just response) • Focused on identity & relationships, not just topic (profile) • An opportunity for image management

  5. Why should you pay attention? • 61% of people trust other people like themselves when forming an opinion about a company. • Marketing is dependant on listening to those people and engaging them in promotion and development. • Online communities provide a place to do just that. • “focus groups” of consumers

  6. Conversation Map (Laura Halsch) (Qui Diaz) VS

  7. USERS • Launched in 2004 • 20,284,357 members • 15,000 new members a day • Up 14.8% in the past month, 88.3% in the past year. • Users in MA, NY, RI, and CT, NJ are the heaviest users of the site • Launched in 2004 • 167 million registered members • 208,000 new members a day • 57% of Social Networking Market Share • “86.5% of members are 18+” * compete.com

  8. AUDIENCE Facebook – Mostly college students MySpace – No one really knows for sure, but . . .

  9. The Smackdown …

  10. FUNCTIONALITY Facebook MySpace • Profiles • Friends • Messaging • Photo/video • “Wall” • Events • Profiles • Friends • Messaging • Photo/videos • Comments • Events • Blog • Music • Bulletins • Groups • Feeds • Applications • Cuter

  11. “STICKINESS” Facebook MySpace Conversation Map Over 71% of early “power users” were using Facebook in May 2007, and visiting the site an average of 27 times a month. Nearly 2/3rds of early MySpace “power users” were using MySpace in May 2007, and visiting the site an average of 30 times a month.

  12. CONNECTIVITY Facebook MySpace Conversation Map • Feeds • Online to offline activities • Group membership/updates • Invitations • Blogs/feeds • Online to offline activities • Group membership/updates • Invitations • Marketplace • Toolbar thing

  13. THE FUTURE • On May 27, Facebook announced their new platform which allows users to add third party applications (widgets) into their profiles. • There are currently 900 applications available for categories like business, food/drink, politics, travel, music, and videos. • This is an opportunity for brands to get involved. * compete.com

  14. THE FUTURE • Entrenched users – are they reachable & actionable? • Niche networks on the rise • Innovation waning

  15. Users: Facebook With regards to • Design • Media • Community • Ease of Use . . . +1 for MySpace for “usefulness” “Facebook Hammers MySpace on Almost All Key Features”Mashable, June 2007

  16. WHERE ARE WE NOW? • The arena is growing • Social networks are getting bigger (MySpace) • Gaining in numbers/popularity/membership • Mainstream within popular sites (USA Today) • The arena is increasingly segmented • Niche groups forming (Flubies) • Corporations and brands becoming involved (Mini Cooper)

  17. Top 20 Social Networks(Ranked by Attention, April 2007, Compete.com)

  18. Where we are now From:xkcd webncomics

  19. THE WORKING PROFESSIONAL LinkedIn PartnerUp Visible Path Monster.com

  20. LinkedIn.com Create your own network of direct & indirect professional connections • “Find potential clients, service providers, subject experts, and partners who come recommended • Be found for business opportunities • Search for great jobs • Discover inside connections that can help you land jobs and close deals • Post and distribute job listings • Find high-quality passive candidates • Get introduced to other professionals through the people you know” Traffic: 1.2 million unique visitors/month Links: 322,000 Members: Over 11million members in 150 industries Free (Paid accounts = more tools to reach people outside your network) OPR LinkedIn for Good

  21. THE SOCIALLY CONSCIOUS /ADVOCACY-ORIENTED • Omidyar.net • Idealist.org • Care2 • Treehugger

  22. Care2.com “the largest online community for people who want to make a difference” • Groups • Petitions • Donation portal • News network • e-cards • Photos • Personal email and web page Traffic: 745,854 unique visitors/month Links: 276,000 Members: 7,300,000 +

  23. THE DATING SCENE Match.com eHarmony J Date Chemistry.com, PerfectMatch.com, True.com . . . Friendster, Orkut, Bebo, FaceParty, Facebook, MySpace . . .

  24. MOMS Club Mom iVillage Connect Parents Connect Mothers Click BlogHer Parent Center/ Baby Center Cafe Mom

  25. Cafe Mom Launched in November 2006, this is an online community created specifically for moms. • Profiles • Public Message boards • Private Messaging • Journals • Photo sharing • Groups • Status Messaging Traffic: 421,108 unique visitors/month Links: 2,532 links in Members: Thousands of Moms

  26. THE FAITHFUL • SmartChristian • IslamicTube • Buddhist Gateway • Zaadz • Beliefnet • ldsplanet

  27. Beliefnet.com “The largest spiritual web site helping you find your spiritual path.” • Discussion & Dialogue groups • Prayer circles • Memorials (online tributes/commemorations) • Birth announcements • Wedding albums & vows • Religious events & misc. celebrations • Comfort & support • Blogs, news, videos, resources Traffic: 2 million unique visitors/month Links: 97,700 Members: Majority of faiths represented Boards and groups

  28. MULTI-CULTI Quepasa.com MyGrito Black Planet Asiantown.net

  29. Black Planet “A groundbreaking online community for African Americans. We enable members to cultivate meaningful personal and professional relationships …” • Profiles • Public Message boards • Private Messaging • Groups/Events • Photos/Videos • Professional Groups • Dating • Polls • News aggregator Traffic: 1 million unique visitors/month Links: 2,532 links in Members: Black Community (18- 44)

  30. THE HEALTH CARE INDUSTRY • The Student Doctor Network • Sermo • Medscape • WebMD • iVillage • Revolution Health

  31. Sermo “The fastest Growing community created for physicians, by physicians.” • Posts and Comments • Rating • Groups by Field • Conversations • Anonymous Membership Traffic: less than 2,000 visitors per month Links: 2,532 links in Members: Medical Professionals

  32. POLITICS Examples • Party Builder • YouTube • TownHall.com • Meet Up/Upcoming • Facebook/Myspace • TuGrito 2008 • John Edwards 08

  33. Party Builder Launched in November 2006, this is an online community created specifically for moms. • Profiles • Groups • Events • Campaigns • Fundraising • Blogs • Letters Traffic: 115,418 unique visitors/month Links: 21,792 links in Members: Democrats

  34. It’s really about RELATIONSHIPS How do you want to engage with others and where? Boxing = poor metaphor for the purpose of social networks

  35. That is . . . until you realize the competitive advantage of engaging in conversational marketing. Conversation Map • Facebook (Laura)v.s. • MySpace (Qui)

  36. R U READY TO RUMBLE?

  37. GET IN THE GAME • Join 2 social networks TODAY • Make your profile compelling • Connect with others

  38. be your best true self

  39. Listen • Know your audience: what matters to them • Determine influencers (volume, discussion, affiliation …) How can you get more involved?

  40. FLUBLOGIA & FLUBIESTracking the online pandemic flu community Weekly monitoring of: • 20 blogs • 6 message boards • 1 wiki

  41. Engage (online or offline) • Invite influencers to participate offline • Respond to comments/questions online • Revise products/initiatives based on feedback • Aggregate to amplify How can you get more involved?

  42. The Humane Society of the United States www.myspace.com/thehumanesociety

  43. How can you get more involved? • Advertise/Sponsor • Look for opportunities • Brand existing conversations • Host conversations/forums

  44. NHLBI and Blog Her Blogher is a network of highly connected women bloggers who cover a variety of topics. • 77% of the Network's readers visit the blogs at least weekly, and two thirds of those visit daily. • 93% of the Network's readers are "certain to return" to the sites

  45. How can you get more involved? • Create your own • Clear call to action • Focused incentive • Clear timeline • Amex, Omidyar, Trader Joe’s … • Don’t get in their way

  46. American Express: The Members Project Timeline: 5.15 – 8.7 Incentive: American Express donates $1 for every card member that registers Community Building: Card members submit project ideas – proposals for spending the $5 million to “help the world” Card members read, discuss and rate proposals within the community site and eventually vote on the winner. Brand: Card members are “passionate, creative people,” and American Express is able to create a community around the card and the people who use them. “Our Money. Your Ideas. Your Decision.”

  47. Toyota Hybrid Incentive:Hybrid owners are proud of their cars and want to talk about it. Community Building:Toyota gave them a place to do it. Toyota Hybrid owners log in to connect with other owners from across the country. Each owner’s reasons for buying the hybird are posted to and scroll through the site. Brand: Hybrid owners already feel a strong affinity for their cars. Toyota created a place for them to express it. The site tracks numbers of owners and which cars they own.

  48. MORE EXAMPLESOF BIG BRANDS • Dell • RedBull • Wendy’s • Aquafina • Honda Element • Verizon

  49. CRITERIA FOR INFLUENCE • Traffic • Number of inbound links • Number of Members • Breadth (groups/forums) • Number & quality of comments • Street cred – what are external sources saying?

  50. Additional Resources • Wikipedia (“List of Social Networks”) • Mashable • danah boyd (danah.org) • Compete.com • 360°Digital Influence

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