SOCIAL NETWORK SMACKDOWN June 22, 2007 Laura Halsch & Qui Diaz

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 . . .

“ 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 . . .

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

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

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

Equitably facilitated (user-to-user contact, not just response)

Focused on identity & relationships , not just topic (profile)

An opportunity for image management

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

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

Conversation Map (Laura Halsch) (Qui Diaz) VS

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 * compete.com USERS 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+”

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+”

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

The Smackdown …

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

Profiles

Friends

Messaging

Photo/video

“ Wall”

Events

Profiles

Friends

Messaging

Photo/videos

Comments

Events

Blog

Music

Bulletins

Groups

Feeds

Applications

Cuter

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. “ STICKINESS” Facebook MySpace 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.

Over 71% of early “power users” were using Facebook in May 2007, and visiting the site an average of 27 times a month.

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

Feeds

Online to offline activities

Group membership/updates

Invitations

Blogs/feeds

Online to offline activities

Group membership/updates

Invitations

Marketplace

Toolbar thing

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 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.

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

Entrenched users – are they reachable & actionable?

Niche networks on the rise

Innovation waning

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

With regards to

Design

Media

Community

Ease of Use . . .

+1 for MySpace for “usefulness”

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) 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)

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

Where we are now From: xkcd webncomics

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

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”

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

Omidyar.net

Idealist.org

Care2

Treehugger

“ 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 Care2.com Traffic: 745,854 unique visitors/month Links: 276,000 Members: 7,300,000 +

“ 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

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

MOMS Club Mom iVillage Connect Parents Connect Mothers Click BlogHer Parent Center/ Baby Center 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 Cafe Mom Traffic: 421,108 unique visitors/month Links: 2,532 links in Members: Thousands of Moms

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

THE FAITHFUL SmartChristian IslamicTube Buddhist Gateway Zaadz Beliefnet ldsplanet

SmartChristian

IslamicTube

Buddhist Gateway

Zaadz

Beliefnet

ldsplanet

“ 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 Beliefnet.com Traffic: 2 million unique visitors/month Links: 97,700 Members: Majority of faiths represented Boards and groups

“ 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

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

“ 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 Black Planet Traffic: 1 million unique visitors/month Links: 2,532 links in Members: Black Community (18- 44)

“ 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

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

The Student Doctor Network

Sermo

Medscape

WebMD

iVillage

Revolution Health

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

“ The fastest Growing community created for physicians, by physicians.”

Posts and Comments

Rating

Groups by Field

Conversations

Anonymous Membership

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

Party Builder

YouTube

TownHall.com

Meet Up/Upcoming

Facebook/Myspace

TuGrito 2008

John Edwards 08

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

Launched in November 2006, this is an online community created specifically for moms.

Profiles

Groups

Events

Campaigns

Fundraising

Blogs

Letters

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

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

Facebook (Laura) v.s.

MySpace (Qui)

R U READY TO RUMBLE?

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

Join 2 social networks TODAY

Make your profile compelling

Connect with others

be your best true self

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

Listen

Know your audience: what matters to them

Determine influencers (volume, discussion, affiliation …)

FLUBLOGIA & FLUBIES Tracking the online pandemic flu community Weekly monitoring of: 20 blogs 6 message boards 1 wiki

Weekly monitoring of:

20 blogs

6 message boards

1 wiki

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?

Engage (online or offline)

Invite influencers to participate offline

Respond to comments/questions online

Revise products/initiatives based on feedback

Aggregate to amplify

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

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

Advertise/Sponsor

Look for opportunities

Brand existing conversations

Host conversations/forums

Blogher is a network of highly connected women bloggers who cover a variety of topics. NHLBI and Blog Her 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

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

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

Create your own

Clear call to action

Focused incentive

Clear timeline

Amex, Omidyar, Trader Joe’s …

Don’t get in their way

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. American Express: The Members Project “ Our Money. Your Ideas. Your Decision.”

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.

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. 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.

Dell RedBull Wendy’s Aquafina Honda Element Verizon MORE EXAMPLES OF BIG BRANDS

Dell

RedBull

Wendy’s

Aquafina

Honda Element

Verizon

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?

Traffic

Number of inbound links

Number of Members

Breadth (groups/forums)

Number & quality of comments

Street cred – what are external sources saying?

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

Wikipedia (“List of Social Networks”)

Mashable

danah boyd (danah.org)

Compete.com

360°Digital Influence

Questions? Concerns?

"Float like a butterfly, sting like a bee.” (Muhammad Ali) "It's just a job. Grass grows, birds fly, waves pound the sand. I just beat people up.” (Muhammad Ali) "There's more to boxing than hitting. There's not getting hit, for instance.“ (George Foreman) And Remember . . .