Social Network Smackdown


Published on

A deck by Qui Diaz and Laura Halsch of OgilvyPR's 360 Degree Digital Influence group (Summer 2007). The presentation included a "smackdown" between popular sites Facebook and MySpace, as well as a look at smaller niche communities (for health, faith, business, moms and more). The presentation also includes information on how to leverage social networks to promote a brand or issue, and how/why you as an individual can "get in the game" today.

Published in: Technology

    We Are a Global Community of Entrepreneurs Looking for New Leaders to Increase the Synergy of our Qualified Team.

    We are Entrepreneurs Working Together from the Comfort of Home. Come Join Us, Let’s Do this Together!!

    <br /><object type="application/x-shockwave-flash" data=";hl=es_MX&amp;fs=1?rel=0" width="350" height="288"><param name="movie" value=";hl=es_MX&amp;fs=1?rel=0"></param><embed src=";hl=es_MX&amp;fs=1?rel=0" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
    Are you sure you want to  Yes  No
    Your message goes here
  • good stuff!
    Are you sure you want to  Yes  No
    Your message goes here
  • You're most welcome!<br /><br/>
    Are you sure you want to  Yes  No
    Your message goes here
  • Thank you for this wonderful show. These developments are so rapid!<br /><br/>
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Social Network Smackdown

  1. SOCIAL NETWORK SMACKDOWN June 22, 2007 Laura Halsch & Qui Diaz
  2. An Online Community Is … <ul><li>“ A group of people that primarily or initially communicate or interact via the Internet, rather than face to face” </li></ul><ul><li>Listserv, bulletin boards, message boards, chat rooms, media-sharing sites, consumer review/sales, social bookmarking, social networks </li></ul><ul><li>eBay, Craigslist,, Epinions,, Wikipedia, DIGG . . . </li></ul>
  3. Some History <ul><li>Where did online communities come from? </li></ul><ul><ul><li>Shift from information gathering to relationship building online </li></ul></ul><ul><ul><li>Steps taken (the well, message boards, listserves, AOL) </li></ul></ul><ul><li>Built on foundations of social interaction </li></ul><ul><ul><li>Participation in a group </li></ul></ul><ul><ul><li>Membership in a community with common interests/goals/etc. </li></ul></ul><ul><ul><li>Trust </li></ul></ul>
  4. A Social Network Is . . . <ul><li>Equitably facilitated (user-to-user contact, not just response) </li></ul><ul><li>Focused on identity & relationships , not just topic (profile) </li></ul><ul><li>An opportunity for image management </li></ul>
  5. Why should you pay attention? <ul><li>61% of people trust other people like themselves when forming an opinion about a company. </li></ul><ul><li>Marketing is dependant on listening to those people and engaging them in promotion and development. </li></ul><ul><li>Online communities provide a place to do just that. </li></ul><ul><ul><li>“ focus groups” of consumers </li></ul></ul>
  6. Conversation Map (Laura Halsch) (Qui Diaz) VS
  7. <ul><li>Launched in 2004 </li></ul><ul><li>20,284,357 members </li></ul><ul><li>15,000 new members a day </li></ul><ul><li>Up 14.8% in the past month, 88.3% in the past year. </li></ul><ul><li>Users in MA, NY, RI, and CT, NJ are the heaviest users of the site </li></ul>* USERS <ul><li>Launched in 2004 </li></ul><ul><li>167 million registered members </li></ul><ul><li>208,000 new members a day </li></ul><ul><li>57% of Social Networking Market Share </li></ul><ul><li>“ 86.5% of members are 18+” </li></ul>
  8. AUDIENCE Facebook – Mostly college students MySpace – No one really knows for sure, but . . .
  9. The Smackdown …
  10. <ul><li>Profiles </li></ul><ul><li>Friends </li></ul><ul><li>Messaging </li></ul><ul><li>Photo/video </li></ul><ul><li>“ Wall” </li></ul><ul><li>Events </li></ul><ul><li>Profiles </li></ul><ul><li>Friends </li></ul><ul><li>Messaging </li></ul><ul><li>Photo/videos </li></ul><ul><li>Comments </li></ul><ul><li>Events </li></ul><ul><li>Blog </li></ul><ul><li>Music </li></ul><ul><li>Bulletins </li></ul><ul><li>Groups </li></ul>FUNCTIONALITY Facebook MySpace <ul><li>Feeds </li></ul><ul><li>Applications </li></ul><ul><li>Cuter </li></ul>
  11. Conversation Map <ul><ul><li>Over 71% of early “power users” were using Facebook in May 2007, and visiting the site an average of 27 times a month. </li></ul></ul>“ 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.
  12. Conversation Map <ul><li>Feeds </li></ul><ul><li>Online to offline activities </li></ul><ul><li>Group membership/updates </li></ul><ul><li>Invitations </li></ul>CONNECTIVITY Facebook MySpace <ul><li>Blogs/feeds </li></ul><ul><li>Online to offline activities </li></ul><ul><li>Group membership/updates </li></ul><ul><li>Invitations </li></ul><ul><li>Marketplace </li></ul><ul><li>Toolbar thing </li></ul>
  13. <ul><li>On May 27, Facebook announced their new platform which allows users to add third party applications (widgets) into their profiles. </li></ul><ul><li>There are currently 900 applications available for categories like business, food/drink, politics, travel, music, and videos. </li></ul><ul><li>This is an opportunity for brands to get involved. </li></ul>* THE FUTURE
  14. <ul><li>Entrenched users – are they reachable & actionable? </li></ul><ul><li>Niche networks on the rise </li></ul><ul><li>Innovation waning </li></ul>THE FUTURE
  15. Users: Facebook <ul><li>With regards to </li></ul><ul><li>Design </li></ul><ul><li>Media </li></ul><ul><li>Community </li></ul><ul><li>Ease of Use . . . </li></ul><ul><li>+1 for MySpace for “usefulness” </li></ul>“ Facebook Hammers MySpace on Almost All Key Features” Mashable, June 2007
  16. <ul><li>The arena is growing </li></ul><ul><ul><li>Social networks are getting bigger (MySpace) </li></ul></ul><ul><ul><li>Gaining in numbers/popularity/membership </li></ul></ul><ul><ul><li>Mainstream within popular sites (USA Today) </li></ul></ul><ul><li>The arena is increasingly segmented </li></ul><ul><ul><li>Niche groups forming (Flubies) </li></ul></ul><ul><ul><li>Corporations and brands becoming involved (Mini Cooper) </li></ul></ul>WHERE ARE WE NOW?
  17. Top 20 Social Networks (Ranked by Attention, April 2007,
  18. Where we are now From: xkcd webncomics
  19. THE WORKING PROFESSIONAL LinkedIn PartnerUp Visible Path
  20. <ul><li>Create your own network of direct & indirect professional connections </li></ul><ul><li>“ Find potential clients, service providers, subject experts, and partners who come recommended </li></ul><ul><li>Be found for business opportunities </li></ul><ul><li>Search for great jobs </li></ul><ul><li>Discover inside connections that can help you land jobs and close deals </li></ul><ul><li>Post and distribute job listings </li></ul><ul><li>Find high-quality passive candidates </li></ul><ul><li>Get introduced to other professionals through the people you know” </li></ul> 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 <ul><li> </li></ul><ul><li> </li></ul><ul><li>Care2 </li></ul><ul><li>Treehugger </li></ul>
  22. <ul><li>“ the largest online community for people who want to make a difference” </li></ul><ul><li>Groups </li></ul><ul><li>Petitions </li></ul><ul><li>Donation portal </li></ul><ul><li>News network </li></ul><ul><li>e-cards </li></ul><ul><li>Photos </li></ul><ul><li>Personal email and web page </li></ul> Traffic: 745,854 unique visitors/month Links: 276,000 Members: 7,300,000 +
  23. THE DATING SCENE eHarmony J Date,, . . . Friendster, Orkut, Bebo, FaceParty, Facebook, MySpace . . .
  24. MOMS Club Mom iVillage Connect Parents Connect Mothers Click BlogHer Parent Center/ Baby Center Cafe Mom
  25. <ul><li>Launched in November 2006, this is an online community created specifically for moms. </li></ul><ul><li>Profiles </li></ul><ul><li>Public Message boards </li></ul><ul><li>Private Messaging </li></ul><ul><li>Journals </li></ul><ul><li>Photo sharing </li></ul><ul><li>Groups </li></ul><ul><li>Status Messaging </li></ul>Cafe Mom Traffic: 421,108 unique visitors/month Links: 2,532 links in Members: Thousands of Moms
  26. THE FAITHFUL <ul><li>SmartChristian </li></ul><ul><li>IslamicTube </li></ul><ul><li>Buddhist Gateway </li></ul><ul><li>Zaadz </li></ul><ul><li>Beliefnet </li></ul><ul><li>ldsplanet </li></ul>
  27. <ul><li>“ The largest spiritual web site helping you find your spiritual path.” </li></ul><ul><li>Discussion & Dialogue groups </li></ul><ul><li>Prayer circles </li></ul><ul><li>Memorials (online tributes/commemorations) </li></ul><ul><li>Birth announcements </li></ul><ul><li>Wedding albums & vows </li></ul><ul><li>Religious events & misc. celebrations </li></ul><ul><li>Comfort & support </li></ul><ul><li>Blogs, news, videos, resources </li></ul> Traffic: 2 million unique visitors/month Links: 97,700 Members: Majority of faiths represented Boards and groups
  28. MyGrito Black Planet MULTI-CULTI
  29. <ul><li>“ A groundbreaking online community for African Americans. We enable members to cultivate meaningful personal and professional relationships …” </li></ul><ul><li>Profiles </li></ul><ul><li>Public Message boards </li></ul><ul><li>Private Messaging </li></ul><ul><li>Groups/Events </li></ul><ul><li>Photos/Videos </li></ul><ul><li>Professional Groups </li></ul><ul><li>Dating </li></ul><ul><li>Polls </li></ul><ul><li>News aggregator </li></ul>Black Planet Traffic: 1 million unique visitors/month Links: 2,532 links in Members: Black Community (18- 44)
  30. <ul><li>The Student Doctor Network </li></ul><ul><li>Sermo </li></ul><ul><li>Medscape </li></ul><ul><li>WebMD </li></ul><ul><li>iVillage </li></ul><ul><li>Revolution Health </li></ul>THE HEALTH CARE INDUSTRY
  31. <ul><li>“ The fastest Growing community created for physicians, by physicians.” </li></ul><ul><li>Posts and Comments </li></ul><ul><li>Rating </li></ul><ul><li>Groups by Field </li></ul><ul><li>Conversations </li></ul><ul><li>Anonymous Membership </li></ul>Sermo Traffic: less than 2,000 visitors per month Links: 2,532 links in Members: Medical Professionals
  32. Examples <ul><li>Party Builder </li></ul><ul><li>YouTube </li></ul><ul><li> </li></ul><ul><li>Meet Up/Upcoming </li></ul><ul><li>Facebook/Myspace </li></ul><ul><li>TuGrito 2008 </li></ul><ul><li>John Edwards 08 </li></ul>POLITICS
  33. <ul><li>Launched in November 2006, this is an online community created specifically for moms. </li></ul><ul><li>Profiles </li></ul><ul><li>Groups </li></ul><ul><li>Events </li></ul><ul><li>Campaigns </li></ul><ul><li>Fundraising </li></ul><ul><li>Blogs </li></ul><ul><li>Letters </li></ul>Party Builder 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. Conversation Map <ul><li>Facebook (Laura) v.s. </li></ul><ul><li>MySpace (Qui) </li></ul>That is . . . until you realize the competitive advantage of engaging in conversational marketing.
  37. GET IN THE GAME <ul><li>Join 2 social networks TODAY </li></ul><ul><li>Make your profile compelling </li></ul><ul><li>Connect with others </li></ul>
  38. be your best true self
  39. <ul><li>Listen </li></ul><ul><ul><li>Know your audience: what matters to them </li></ul></ul><ul><ul><li>Determine influencers (volume, discussion, affiliation …) </li></ul></ul>How can you get more involved?
  40. FLUBLOGIA & FLUBIES Tracking the online pandemic flu community <ul><li>Weekly monitoring of: </li></ul><ul><li>20 blogs </li></ul><ul><li>6 message boards </li></ul><ul><li>1 wiki </li></ul>
  41. <ul><li>Engage (online or offline) </li></ul><ul><ul><li>Invite influencers to participate offline </li></ul></ul><ul><ul><li>Respond to comments/questions online </li></ul></ul><ul><ul><li>Revise products/initiatives based on feedback </li></ul></ul><ul><ul><li>Aggregate to amplify </li></ul></ul>How can you get more involved?
  42. The Humane Society of the United States
  43. How can you get more involved? <ul><li>Advertise/Sponsor </li></ul><ul><ul><li>Look for opportunities </li></ul></ul><ul><ul><li>Brand existing conversations </li></ul></ul><ul><ul><li>Host conversations/forums </li></ul></ul>
  44. <ul><li>Blogher is a network of highly connected women bloggers who cover a variety of topics. </li></ul>NHLBI and Blog Her <ul><li>77% of the Network's readers visit the blogs at least weekly, and two thirds of those visit daily. </li></ul><ul><li>93% of the Network's readers are &quot;certain to return&quot; to the sites </li></ul>
  45. How can you get more involved? <ul><li>Create your own </li></ul><ul><ul><li>Clear call to action </li></ul></ul><ul><ul><li>Focused incentive </li></ul></ul><ul><ul><li>Clear timeline </li></ul></ul><ul><ul><li>Amex, Omidyar, Trader Joe’s … </li></ul></ul><ul><ul><li>Don’t get in their way </li></ul></ul>
  46. <ul><li>Timeline: </li></ul><ul><li>5.15 – 8.7 </li></ul><ul><li>Incentive: </li></ul><ul><li>American Express donates $1 for every card member that registers </li></ul><ul><li>Community Building: </li></ul><ul><li>Card members submit project ideas – proposals for spending the $5 million to “help the world” </li></ul><ul><li>Card members read, discuss and rate proposals within the community site and eventually vote on the winner. </li></ul><ul><li>Brand: </li></ul><ul><li>Card members are “passionate, creative people,” and American Express is able to create a community around the card and the people who use them. </li></ul>American Express: The Members Project “ Our Money. Your Ideas. Your Decision.”
  47. <ul><li>Incentive: Hybrid owners are proud of their cars and want to talk about it. </li></ul><ul><li>Community Building: Toyota gave them a place to do it. Toyota Hybrid owners log in to connect with other owners from across the country. </li></ul><ul><li>Each owner’s reasons for buying the hybird are posted to and scroll through the site. </li></ul><ul><li>Brand: Hybrid owners already feel a strong affinity for their cars. Toyota created a place for them to express it. </li></ul><ul><li>The site tracks numbers of owners and which cars they own. </li></ul>Toyota Hybrid
  48. <ul><li>Dell </li></ul><ul><li>RedBull </li></ul><ul><li>Wendy’s </li></ul><ul><li>Aquafina </li></ul><ul><li>Honda Element </li></ul><ul><li>Verizon </li></ul>MORE EXAMPLES OF BIG BRANDS
  49. CRITERIA FOR INFLUENCE <ul><li>Traffic </li></ul><ul><li>Number of inbound links </li></ul><ul><li>Number of Members </li></ul><ul><li>Breadth (groups/forums) </li></ul><ul><li>Number & quality of comments </li></ul><ul><li>Street cred – what are external sources saying? </li></ul>
  50. Additional Resources <ul><li>Wikipedia (“List of Social Networks”) </li></ul><ul><li>Mashable </li></ul><ul><li>danah boyd ( </li></ul><ul><li> </li></ul><ul><li>360°Digital Influence </li></ul>
  51. Questions? Concerns?
  52. &quot;Float like a butterfly, sting like a bee.” (Muhammad Ali) &quot;It's just a job. Grass grows, birds fly, waves pound the sand. I just beat people up.” (Muhammad Ali) &quot;There's more to boxing than hitting. There's not getting hit, for instance.“ (George Foreman) And Remember . . .