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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.

Technology
1 of 52
SOCIAL NETWORK SMACKDOWN June 22, 2007 Laura Halsch & Qui Diaz
An Online Community Is … ,[object Object],[object Object],[object Object]
Some History ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Social Network Is . . . ,[object Object],[object Object],[object Object]
Why should you pay attention? ,[object Object],[object Object],[object Object],[object Object]
Conversation Map (Laura Halsch) (Qui Diaz) VS
[object Object],[object Object],[object Object],[object Object],[object Object],* compete.com USERS ,[object Object],[object Object],[object Object],[object Object],[object Object]
AUDIENCE Facebook – Mostly college students MySpace – No one really knows for sure, but . . .
The Smackdown …
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],FUNCTIONALITY Facebook MySpace ,[object Object],[object Object],[object Object]
Conversation Map ,[object Object],“ 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 ,[object Object],[object Object],[object Object],[object Object],CONNECTIVITY Facebook MySpace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],* compete.com THE FUTURE
[object Object],[object Object],[object Object],THE FUTURE
Users: Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Facebook Hammers MySpace on Almost All Key Features” Mashable, June 2007
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],WHERE ARE WE NOW?
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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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
THE SOCIALLY CONSCIOUS / ADVOCACY-ORIENTED ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cafe Mom Traffic: 421,108 unique visitors/month Links: 2,532 links in Members: Thousands of Moms
THE FAITHFUL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Black Planet Traffic: 1 million unique visitors/month Links: 2,532 links in Members: Black Community (18- 44)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],THE HEALTH CARE INDUSTRY
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sermo Traffic: less than 2,000 visitors per month Links: 2,532 links in Members: Medical Professionals
Examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],POLITICS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],That is . . . until you realize the competitive advantage of engaging in conversational marketing.
R U READY TO RUMBLE?
GET IN THE GAME ,[object Object],[object Object],[object Object]
be your best true self
[object Object],[object Object],[object Object],How can you get more involved?
FLUBLOGIA & FLUBIES Tracking the online pandemic flu community ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],How can you get more involved?
The Humane Society of the United States www.myspace.com/thehumanesociety
How can you get more involved? ,[object Object],[object Object],[object Object],[object Object]
[object Object],NHLBI and Blog Her ,[object Object],[object Object]
How can you get more involved? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],American Express: The Members Project “ Our Money. Your Ideas. Your Decision.”
[object Object],[object Object],[object Object],[object Object],[object Object],Toyota Hybrid
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MORE EXAMPLES OF BIG BRANDS
CRITERIA FOR INFLUENCE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Additional Resources ,[object Object],[object Object],[object Object],[object Object],[object Object]
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 . . .

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Social Network Smackdown

  • 1. SOCIAL NETWORK SMACKDOWN June 22, 2007 Laura Halsch & Qui Diaz
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. Conversation Map (Laura Halsch) (Qui Diaz) VS
  • 7.
  • 8. AUDIENCE Facebook – Mostly college students MySpace – No one really knows for sure, but . . .
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 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.
  • 21.
  • 22.
  • 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.
  • 26.
  • 27.
  • 28. Quepasa.com MyGrito Black Planet Asiantown.net MULTI-CULTI
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 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.
  • 36. R U READY TO RUMBLE?
  • 37.
  • 38. be your best true self
  • 39.
  • 40.
  • 41.
  • 42. The Humane Society of the United States www.myspace.com/thehumanesociety
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 52. "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 . . .