Social Network Smackdown

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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 …

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.

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  • 1. SOCIAL NETWORK SMACKDOWN June 22, 2007 Laura Halsch & Qui Diaz
  • 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.
    • 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+”
  • 8. AUDIENCE Facebook – Mostly college students MySpace – No one really knows for sure, but . . .
  • 9. The Smackdown …
  • 10.
    • Profiles
    • Friends
    • Messaging
    • Photo/video
    • “ Wall”
    • Events
    • Profiles
    • Friends
    • Messaging
    • Photo/videos
    • Comments
    • Events
    • Blog
    • Music
    • Bulletins
    • Groups
    FUNCTIONALITY Facebook MySpace
    • Feeds
    • Applications
    • Cuter
  • 11. 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.
  • 12. 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
  • 13.
    • 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
  • 14.
    • Entrenched users – are they reachable & actionable?
    • Niche networks on the rise
    • Innovation waning
    THE FUTURE
  • 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.
    • 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?
  • 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.
    • 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
  • 21. THE SOCIALLY CONSCIOUS / ADVOCACY-ORIENTED
    • Omidyar.net
    • Idealist.org
    • Care2
    • Treehugger
  • 22.
    • “ 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 +
  • 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.
    • 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
  • 26. THE FAITHFUL
    • SmartChristian
    • IslamicTube
    • Buddhist Gateway
    • Zaadz
    • Beliefnet
    • ldsplanet
  • 27.
    • “ 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
  • 28. Quepasa.com MyGrito Black Planet Asiantown.net MULTI-CULTI
  • 29.
    • “ 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)
  • 30.
    • The Student Doctor Network
    • Sermo
    • Medscape
    • WebMD
    • iVillage
    • Revolution Health
    THE HEALTH CARE INDUSTRY
  • 31.
    • “ 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
  • 32. Examples
    • Party Builder
    • YouTube
    • TownHall.com
    • Meet Up/Upcoming
    • Facebook/Myspace
    • TuGrito 2008
    • John Edwards 08
    POLITICS
  • 33.
    • 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
  • 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
    • Facebook (Laura) v.s.
    • MySpace (Qui)
    That is . . . until you realize the competitive advantage of engaging in conversational marketing.
  • 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 & FLUBIES Tracking 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.
    • 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 &quot;certain to return&quot; 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.
    • 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.”
  • 47.
    • 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
  • 48.
    • Dell
    • RedBull
    • Wendy’s
    • Aquafina
    • Honda Element
    • Verizon
    MORE EXAMPLES OF BIG BRANDS
  • 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
  • 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 . . .