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 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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Social Network Smackdown

  1. 1. SOCIAL NETWORK SMACKDOWN June 22, 2007 Laura Halsch & Qui Diaz
  2. 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. 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. 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. 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. 6. Conversation Map (Laura Halsch) (Qui Diaz) VS
  7. 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. 8. AUDIENCE Facebook – Mostly college students MySpace – No one really knows for sure, but . . .
  9. 9. The Smackdown …
  10. 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. 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. 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. 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. 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. 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. 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. 17. Top 20 Social Networks (Ranked by Attention, April 2007,
  18. 18. Where we are now From: xkcd webncomics
  19. 19. THE WORKING PROFESSIONAL LinkedIn PartnerUp Visible Path
  20. 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. 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. 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. 23. THE DATING SCENE eHarmony J Date,, . . . Friendster, Orkut, Bebo, FaceParty, Facebook, MySpace . . .
  24. 24. MOMS Club Mom iVillage Connect Parents Connect Mothers Click BlogHer Parent Center/ Baby Center Cafe Mom
  25. 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. 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. 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. 28. MyGrito Black Planet MULTI-CULTI
  29. 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. 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. 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. 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. 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. 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. 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.
  36. 36. R U READY TO RUMBLE?
  37. 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. 38. be your best true self
  39. 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. 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. 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. 42. The Humane Society of the United States
  43. 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. 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. 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. 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. 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. 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. 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. 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. 51. Questions? Concerns?
  52. 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 . . .
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