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Social Network Smackdown

Social Network Smackdown



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

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    Social Network Smackdown Social Network Smackdown Presentation Transcript

    • 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 . . .
    • 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
    • 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
    • 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
    • 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+”
    • 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
    • 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.
    • 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
      • 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
      • 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
      • 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
      • 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 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
      • 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
    • 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)
      • 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
    • Examples
      • 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
    • 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.
      • 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?
    • FLUBLOGIA & FLUBIES Tracking the online pandemic flu community
      • 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?
    • 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
      • 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
    • 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
      • 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.”
      • 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
      • Dell
      • RedBull
      • Wendy’s
      • Aquafina
      • Honda Element
      • Verizon
      • 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
    • Questions? Concerns?
    • &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 . . .