Vertical Social Networks: Bridging Social and Interest Based Communities
VERTICAL SOCIALNETWORKSBRIDGING SOCIAL ANDINTEREST BASEDCOMMUNITIES
Who’s talking?Dan Gill: Co-founder/CEO at HuddlerWe are an online community Platform provider that partners with many of the largestand most influential communities online to grow their sites’ influence, enrich the userexperience, and generate incremental revenue.31 sites24M UV/Mo
TWO MACROTRENDS WE NEED TO BEAWARE OF FOR MONETIZATION:1) SOCIAL2) MEGA-SCALEAS AN INDUSTRY, WE NEED TOSPEAK A COMMON LANGUAGEABOUT THE VALUE OF OURCOMMUNITIES AND CONTENT.
Friday night friends, are great on friday night FRIDAY NIGHT GREAT ON FRIDAY NIGHTwhat’s the visual here? friends partying at a bar?How do we tie it in to “liking” a brand so then on the next slide we establish the lacking substance therein
The Rest of the TimeUNRESPONSIVE: 95% OF BRANDED POSTS ON FACEBOOK GO UNANSWEREDUNDISCRIMINATING: 3.5 BILLION PIECES OF CONTENT SHARED EACH WEEKUNENGAGED: ONLY 13% SAID THEY POST ABOUT BRANDS THEY LIKE May 15 2012 BRAND BASH! Credit: Kyle T. Webster (Article by Gabriel Beltrone)
Interest = InfluenceSo long as it’s Awarenesspaired with Considerationengagement,search engine Preferencetraffic is a very goodthing - search is anexpression of intent Purchase
Interest graph creates a one-way follow= Massive amplificationInterest sites are a one-way follow, whereas social is a two-way. One-way relationshipsmean that USERS become influencers, so not only are they already primed to betalking about product, but the people who are talking about them wield a lot moreinfluence in an interest graph than they do a social graph. As a result, interest allowsmuch more of a broadcast mechanism, where many people are eager to listen to onew/ demonstrated expertise.
Amplification in action 5M ONGOING CONVERSATIONS “Want a great breastpump...Ameda vs. Medela?” 18 replies, 17641 views “Sennheiser HD700 Unveiled at CES 2012” 2079 replies, 204,329+ views “OK - your plasma...Got a new one?” 2027 replies, 606,1 views 12 “Dreams Cancun - Questions for those married there” 6109 replies, 209,228 views “Official Sony HX929 Owner’s Thread” 12,526 replies, 1,370,81 views 1
Interest graph creates Users are likely to return to their interests again and again, information and output related to them will stay relevant much longer then ephemerallasting value social graph updates. As a result, interest site information and output typically “sticks” much longer than social sites: the half-life of a link in StumbleUpon is 400 hours (meaning half of all Stumbles occur after that time) vs approx 3 hours for both Facebook and Twitter. LIFE OF A LINK HOURS 12 24 36 48
Interest graph anoints passionate,knowledgable influencers(and a guaranteed audience)
How to Let Brands inHelp to find and/or createbrand advocatesAmplify their enthusiasmChange brand perception
And Amplify ThemThe enthusiasm of5 testers leveragedto reach 4.5M
Change brand perceptions: V-Moda on Head-Fi.orgThe founder and CEO of headphonebrand V-MODA wanted to demonstratehis love for and credibility in theaudiophile market, so he gave away afew headphones and asked for aprivate conversation on Head-Fi. Sincethat time, buzz about the brand hasincreased and V-MODA has madeactual product modifications based onthe valuable feedback provided by theHead-Fi members.