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History of Social Media Platform Growth
 

History of Social Media Platform Growth

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Research on social media milestones, funding, community and more prepared April 2012.

Research on social media milestones, funding, community and more prepared April 2012.

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    History of Social Media Platform Growth History of Social Media Platform Growth Document Transcript

    • Social Media History - GrowthBy: Christy YoungApril 4, 2012
    • Table of ContentsFacebook: ................................................................................................................4Milestones ...................................................................................................................................................................5Financials ....................................................................................................................................................................6Technology Growth: ...............................................................................................................................................7Community Growth: ...............................................................................................................................................9Leadership / Staffing: ......................................................................................................................................... 10Instagram Acquistion .......................................................................................................................................... 11Twitter: ................................................................................................................... 13Milestones ................................................................................................................................................................ 15Financials ................................................................................................................................................................. 15Technology Growth ............................................................................................................................................. 16Community Growth .............................................................................................................................................. 17Leadership / Staffing: ......................................................................................................................................... 18Pinterest: ................................................................................................................ 20Milestones ................................................................................................................................................................ 23Financials ................................................................................................................................................................. 23Technology Growth ............................................................................................................................................. 23Community Growth .............................................................................................................................................. 24Leadership / Staffing: ......................................................................................................................................... 24Why it‘s the fastest growing: ........................................................................................................................... 24Google+:................................................................................................................. 26Milestones ................................................................................................................................................................ 28Financials ................................................................................................................................................................. 28Technology Growth ............................................................................................................................................. 29Community Growth .............................................................................................................................................. 30Leadership / Staffing: ......................................................................................................................................... 30Linkedin: ................................................................................................................ 31Milestones ................................................................................................................................................................ 32Financials ................................................................................................................................................................. 32Technology Growth ............................................................................................................................................. 33Community Growth .............................................................................................................................................. 34Leadership / Staffing: ......................................................................................................................................... 34Myspace ................................................................................................................. 35Milestones ................................................................................................................................................................ 35Financials ................................................................................................................................................................. 35Technology Growth ............................................................................................................................................. 36Community Growth: ............................................................................................................................................ 37Leadership / Staffing: ......................................................................................................................................... 37Tumblr: ................................................................................................................... 38Milestones ................................................................................................................................................................ 40Financials ................................................................................................................................................................. 40Technology Growth ............................................................................................................................................. 42Community Growth .............................................................................................................................................. 42Leadership / Staffing: ......................................................................................................................................... 42 2
    • Foursquare: ........................................................................................................... 43Milestones ................................................................................................................................................................ 44Financials ................................................................................................................................................................. 44Technology Growth ............................................................................................................................................. 44Community Growth .............................................................................................................................................. 45Leadership / Staffing: ......................................................................................................................................... 46StumbleUpon: ....................................................................................................... 47Milestones ................................................................................................................................................................ 48Financials ................................................................................................................................................................. 48Technology Growth ............................................................................................................................................. 49Community Growth .............................................................................................................................................. 49Leadership / Staffing: ......................................................................................................................................... 50Reddit: .................................................................................................................... 51Milestones ................................................................................................................................................................ 53Financials ................................................................................................................................................................. 53Technology Growth ............................................................................................................................................. 53Community Growth .............................................................................................................................................. 54Leadership / Staffing: ......................................................................................................................................... 54Sources: ................................................................................................................. 56 3
    • Facebook: 4
    • Facebook is a social networking service and website.MilestonesFeb 2004 Launched, only Harvard students invitedMarch 2004 Ivy league schools and StanfordJune 2004 First Investment from PayPal co cofounder Peter Thiel US$500,000 in exchange for 7% of the companyDec 2004 One million members have created profiles on the site.Sep. 2005 High School version launched on invite basisOct. 2005 Global expansion, 21 English Universitys, 30 Uni. in Mexico, Puerto Rico, US Virgin IslandsDec 2005 Global Expansion bringing its size to 2,000+ colleges and 25,000 + high schools throughout the United States, Canada, Mexico, the United Kingdom, Australia, New Zealand, and Ireland.Sept 2006 Open to 13 and older with valid email addressSept 2006 Facebook launched the news feed and mini feed feature. At the time it was a big step change for Facebook users, who were not used to their every move being tracked in a general stream by all of their Facebook friendsMay 2007 Facebook opened up its API to developers, allowing them to use to platform to launch widgets and games. This development led to a major reinvention of the network as a social games platform, with the advent of popular games such as Farmville.Sept. 2009 The aim of the service was to exploit the power of "word of mouth" marketing. It inserted details of purchases made at participating websites in to the news feed of Facebook users, making it visible to all their friends. But some users complained that that they had not been aware these details would be shared. Zuckerberg, was forced in to a humiliating U-turn, admitting that the service had been a mistake, and changing the rules so that Beacon became opt-in rather than opt-out. Beacon was shut down completely in September 2009, following a class-action lawsuit from disgruntled Facebook users.2010 Began to pro-actively involve its users in running the website by inviting them to become beta testers after passing a question-and- answer-based selection processJuly 2010 Facebook.com was the top social network across eight individual markets in the Southeast Asia/Oceania region (Philippines, Australia, Indonesia, Malaysia, Singapore, New Zealand, Hong Kong and Vietnam Facebook reached 500 million registered members, the equivalent of connecting with eight per cent of the world‘s population.Today Facebook has over 800 million monthly active users according to their own statistics. Over 350 million of these participants are accessing Facebook through their mobile phones. Facebook has 5
    • successfully integrated various mobile platforms that are modelled for iPhones, iPads, androids, blackberries and other forums to provide access to the site at all times. In total, 33% of Facebook traffic comes from mobile phone accessibility.April 2012 Facebook acquires InstagramFinancialsJune 2004 First Investment from PayPal co cofounder Peter Thiel US$500,000 in exchange for 7% of the company 6
    • June 2005 $12.7 million in venture capital from Accel Partners, and then $27.5 million more from Greylock Partners. A leaked cash flow statement showed that during the 2005 fiscal year, Facebook had a net loss of $3.63 million.March 2006 Facebook reportedly declined an offer of $750 million from an unknown bidder, and it was rumored the asking price rose as high as $2 billionSept. 2006 Serious talks between Facebook and Yahoo! took place concerning acquisition of Facebook, with prices reaching as high as $1 billion. Thiel, by then a board member of Facebook, indicated that Facebooks internal valuation was around $8 billion based on their projected revenues of $1 billion by 2015, comparable to Viacoms MTV brand, a company with a shared target demographic audience.Oct 2007 Microsoft announced that it had purchased a 1.6% share of Facebook for $240 million, giving Facebook a total implied value of around $15 billion. Microsofts purchase also included rights to place international ads on Facebook.Nov 2007 Hong Kong billionaire Li Ka-shing invested $60 million in Facebook.Sept 2009 Facebook claimed that it had turned cash flow positive for the first time.Early 2012 Facebook disclosed that its profits had jumped 65% to $1 billion in the previous year as its revenue which is mainly from advertising had jumped almost 90% to $3.71 billion. 56% of its advertising revenue comes from the U.S alone, it also reported that 12% of its revenue comes from Zynga the popular social network game development company. Payments and other fees were $557 million up from $106 million the previous year.IPO info: The New York Post reported that Facebook CEO Mark Zuckerberg has told Morgan Stanley, Goldman Sachs, JP Morgan Chase and other banks that are involved the value of $75 billion to $100 billion IPO in his company, which is use to stop leaking details to the press about the upcoming event.Technology Growth: In August 2009, Facebook acquired social media real-time news aggregator FriendFeed, a startup created by the former Google employee and Gmails first engineer Paul Buchheit who, while at Google, coined the phrase "Dont be evil".In September 2009, Facebook claimed that it had turned cash flow positive for the first time.In February 2010, Facebook acquired Malaysian contact- importing startup Octazen Solutions.On April 2, 2010, Facebook announced acquisition of photo-sharing service called Divvyshot for 7
    • an undisclosed amount.In June 2010, an online marketplace for trading private company stock reflected a valuation of $11.5 billion.Early Years Facebook users were limited to 60 photos per album.Aug 2006 Facebook Notes was introduced, a blogging feature that allowed tags and embeddable images. Users were later able to import blogs from Xanga, LiveJournal, Blogger, and other blogging services.Sept 2006 News Feed was announced, which appears on every users homepage and highlights information including profile changes, upcoming events, and birthdays of the users friends. Initially, the News Feed caused dissatisfaction among Facebook users; some complained it was too cluttered and full of undesired information, others were concerned that it made it too easy for others to track individual activities (such as relationship status changes, events, and conversations with other users). In response, Zuckerberg issued an apology for the sites failure to include appropriate customizable privacy features. Since then, users have been able to control what types of information are shared automatically with friends.Feb 2007 Facebook launched Gifts on which allows users to send virtual gifts to their friends that appear on the recipients profile. Gifts cost $1.00 each to purchase, and a personalized message can be attached to each gift.May 2007 Facebook launched Marketplace, which lets users post free classified adsJuly 2007 Facebook began allowing users to post attachments to the Wall, whereas the Wall was previously limited to textual content only.April 2008 Facebook released a Comet-based instant messaging application called "Chat" to several networks, which allows users to communicate with friends and is similar in functionality to desktop- based instant messengers.July 2008 Facebook introduced "Facebook Beta", a significant redesign of its user interface on selected networks. The Mini-Feed and Wall were consolidated, profiles were separated into tabbed sections, and an effort was made to create a "cleaner" look. Users have choice to switchSept 2008 Facebook began migrating all users to the new version of Minifeed and WallDec 2008 Facebook was testing a simpler signup processMay 2009 Photo limit has been increased to 200 photos per album.June 2009 Facebook introduced a "Usernames" feature, whereby pages can be linked with simpler URLs such as http://www.facebook.com/facebook instead of http://www.facebook.com/profile.php?id=20531316728June 2009 Facebook available on most Smart Phones. More than 425 million active users access Facebook through mobile devices across 200 mobile operators in 60 countries 8
    • Feb 2010 Facebook was granted a patenton certain aspects of its News Feed.Nov 2010 Facebook announced a new "Facebook Messages" service. Facebook Messages took 15 months to develop.April 2011 Facebook users have had the ability to make live voice calls via Facebook Chat, allowing users to chat with others from all over the world. This feature, which is provided free through T-Mobiles new Bobsled service, lets the user add voice to the current Facebook Chat as well as leave voice messages on FacebookJuly 2011 Facebook launched its video calling services using Skype as its technology partner. It allows one to one calling using a Skype Rest API.Sept 2011 Facebook launched a Subscribe button. The feature allows for users to follow public updates, and these are the people most often broadcasting their ideas.Feb 2012 Facebook is introducing ‗Verified Account‘ concept like that of Twitter & Google+. Though as of 3 March 2012, verified accounts don‘t get any badges or denotations, but such accounts will get more priority in ‗Subscription Suggestions‘ of Facebook.March 2012 Facebook officially launched its Messenger for WindowsApril 2012 Facebook acquires InstagramCommunity Growth: 9
    • April 2008 Facebook is the leading social networking site based on monthly unique visitors, having overtaken main competitor MySpaceMarch 2010 Traffic to Facebook increased steadily after 2009. More people visited Facebook than Google for the week ending March 13, 2010June 2011 Release of statistics by DoubleClick showed that Facebook reached one trillion pageviews in the month, making it the most visited website in the world.Leadership / Staffing:Jan 2004 – 2Mar 2004 – 4Aug 2009 –1000Feb 2010 – 1200May 2011 - 2000July 2011 - 2500March 2012 - 3200This is a particularly tough metric, as Facebook doesnt release that data. Thelatest estimate, from an in-depth profile of chief operating officer Sheryl Sandbergin the current issue of The New Yorker, came in at 2,500 employees. Thats closeto double the estimates reported for early 2010. 10
    • Originally called thefacebook, Facebook was founded by former-Harvard studentMark Zuckerberg (while at Harvard) who ran it as one of his hobby projects withsome financial help from Eduardo Saverin. Within months, Facebook and its coreidea spread across the dorm rooms of Harvard where it was very well received.Soon enough, it was extended to Stanford and Yale where, like Harvard, it waswidely endorsed.Before he knew it, Mark Zuckerberg was joined by two other fellow Harvard-students – Dustin Moskovitz and Chris Hughes – to help him grow the site to thenext level. Only months later when it was officially a national student networkphenomenon, Zuckerberg and Moskovitz dropped out of Harvard to pursue theirdreams and run Facebook full time. In August 2005, thefacebook was officiallycalled Facebook and the domain facebook.com was purchased for a reported$200,000.Instagram AcquistionWhat: Instagram is a free photo sharing application that allows users to take aphoto, apply a digital filter to it, and then share it on a variety of social networkingservices, including Instagrams own. A distinctive feature confines photos to asquare shape, similar to Kodak Instamatic and Polaroid images, in contrast to the4:3 aspect ratio typically used by mobile device cameras.History of Acquisition:Instagram was initially supported on iPhone, iPad, andiPod Touch; in April 2012, the company added support for Android cameraphones running 2.2 (Froyo) or higher. It is distributed via the iTunes App Storeand Google Play.On April 9, 2012, Facebook announced it would acquire the company (and its 13employees) for approximately $1 billion in cash and stock, with plans to keep itindependently managed.That same week, Instagram raised $50 million from venture capitalists for ashare of the company that valued it at $500 million. On April 9th, it wasannounced that Instagram would be acquired by Facebook for approximately $1billion in cash and stock. The deal, which was made just before Facebook wasscheduled to go public, cost Facebook about a quarter of the cash-on-hand theyhad as of the end of 2011; the deal was for a company characterized as having"lots of buzz but no business model" and the price was contrasted with the $35million Yahoo! paid for Flickr in 2007, a website which has since become amongthe 50 most popular in the world. Mark Zuckerberg noted that Facebook was"committed to building and growing Instagram independently", in contrast to itscommon practice of, as CNNMoney.com put it, buying "hot startups, kill[ing] theirproducts, and redeploy[ing] their staff on other projects." 11
    • Community: By December 2010, Instagram had one million registered users. InJune 2011 Instagram announced five million users, passing ten million inSeptember the same year.Instagram announced that 100 million photos had been uploaded to its service asof July 2011. The total reached 150 million in Augus. In April 2012, it wasannounced that over 30 million accounts were set up on Instagram.Instagrams new Android version in Google Play crossed more than one milliondownloads within 12 hours. 12
    • Twitter: 13
    • 14
    • Twitter is an online social networking service and microbloggingservice that enables its users to send and read text-based postsof up to 140 characters, known as "tweets".MilestonesMarch 2006 Twitter, founded by Jack Dorsey, Biz Stone, and Evan Williams (launched publicly in July 2006) The first Twitter prototype was used as an internal service for Odeo employees andJuly 2006 The full version was introduced publiclyOct 2006 In October 2006, Biz Stone, Evan Williams, Dorsey, and other members of Odeo formed Obvious Corporation and acquired Odeo and all of its assets – including Odeo.com and Twitter.com – from the investors and shareholdersFeb 2007 The 140 character limit to messages is introduced. ―One could change the world with 140 characters‖April 2007 Twitter spun off into its own companyDec 2007 500,000 tweets posted per quarterDec 2008 100 million tweets posted per quarter2008 – 2009 Twitter had annual growth of 1,382 percent, increasing from 475,000 unique visitors in February 2008 to 7 million in February 2009Jan 2009 Twitter moved up to the third-highest-ranking social networking site in from its previous rank of twenty-second.March 2009 A Nielsen.com blog ranked Twitter as the fastest-growing website in the Member CommunitiesApril 2009 Twitter adjusted its web interface, adding a search bar and a sidebar of "trending topics" — the most common phrases appearing in messages. Biz Stone explains that all messages are instantly indexed and that "with this newly launched feature, Twitter has become something unexpectedly important – a discovery engine for finding out what is happening right now.Dec 2009 2 billion tweets are posted per quarterJune 2010 65 million tweets posted each day (750 tweets/second)Sept 2010 Twitter launched a redesigned siteincluding a new logo.March 2011 140 million tweets posted per dayMarch 2012 Twitter celebrated its sixth birthday while also announcing that it has 140 million users and sees 340 million tweets per day. The number of users is up 40% from their September 2011 number, which was said to have been at 100 million at the timeMarch 2012, Twitter became available in Arabic, Farsi, Hebrew and Urdu, the first right-to-left language versions of the site. About 13,000 volunteers helped with translating the menu options.Financials 15
    • Twitter raised over US$57 million from venture capitalist growth funding, althoughexact numbers are not publicly disclosed.Round A Funding 2006/7 ($1-5 million)As chief executive officer, Dorsey saw the startup through two rounds of capitalfunding by the venture capitalists who backed the company.Twitters first A roundof funding was for an undisclosed amount that is rumored to have been between$1 million and $5 million.Round B Funding 2008 ($22 million)Its second B round of funding in 2008 was for $22 millionRound C Funding 2009 ($35 million)Its third C round of funding in 2009 was for $35 million from Institutional VenturePartners and Benchmark Capital along with an undisclosed amount from otherinvestors including Union Square Ventures, Spark Capital and Insight VenturePartners. Twitter is backed by Union Square Ventures, Digital Garage, SparkCapital, and Bezos Expeditions.August 2010 ($800 million)In August, 2010 Twitter announced a "significant" investment lead by Digital SkyTechnologies that, at $800 million, was reported to be the largest venture roundin historyDec 2010 ($200 million)The company raised $200 million in new venture capital in December 2010, at avaluation of approximately $3.7 billion.March 2011 sold 35,000 shares35,000 Twitter shares sold for $34.50 each on Sharespost, an implied valuationof $7.8 billion.December 2011 Private InvestorThe Saudi prince Alwaleed bin Talal invested $300 million in Twitter. Thecompany was valued at $8.4 billion at the time.Initial Public OfferingTwitter has been identified as a possible candidate for an initial public offering by2013Technology Growth2007-2011 The Twitter Web interface uses the Ruby on Rails framework deployed on a performance enhanced Ruby Enterprise Edition implementation of Ruby. 16
    • March 2007 The messages were handled by a Ruby persistent queue server called StarlingEarly 2009 Messages were gradually replaced with a software server written in Scala. The services application programming interface (API) allows other web services and applications to integrate with Twitter.[April 2010 Twitter acquired application developer Atebits. They had developed the Apple Design Award-winning Twitter client Tweetie for the Mac and iPhone. The application, now called "Twitter" and distributed free of charge, is the official Twitter client for the iPhone, iPad and Mac March 2010 URL Shorterner - Having previously used the services of third parties TinyURL and bit.ly,Twitter began experimenting with its own URL shortening service for direct messages in March 2010 using the twt.tl domain, before it purchased the t.co domain. The service was tested on the main site using the accounts @TwitterAPI, @rsarver and @raffi. On September 2, 2010, an email from Twitter to users said they would be expanding the roll- out of the service to users. On June 7, 2011, Twitter announced that it was rolling out the feature.Sept 2010 The company began rolling out "New Twitter", an entirely revamped edition of twitter.com. Changes included the ability to see pictures and videos without leaving Twitter itself by clicking on individual tweets which contain links to images and clips from a variety of supported websites including YouTube and Flickr, and a complete overhaul of the interface, which shifted links such as @mentions and Retweets above the Twitter stream, while Messages and Log Out became accessible via a black bar at the very top of twitter.comApril 2011 Twitter tested a new homepage and phased out the "Old Twitter."April 2011 Twitter engineers confirmed they had switched away from their Ruby on Rails search-stack, to a Java server they call BlenderDec 2011 Twitter overhauled its website once more to feature the "Fly" design, which the service says is easier for new users to follow and promotes advertising. In addition to the Home button, the Connect and Discover buttons were introduced along with a redesigned profile and timeline of Tweets.Feb 2012 Twitter and Yandex agreed to a partnership. Yandex, a Russian search engine, finds value within the partnership due to Twitter‘s real time news feeds. Twitter‘s director of business development explained that it is important to have Twitter content where Twitter users go.Community Growth 17
    • March 2007 The tipping point for Twitters popularity was the 2007 South by Southwest Interactive (SXSWi) conference. During the event, Twitter usage increased from 20,000 tweets per day to 60,000."The Twitter people cleverly placed two 60-inch plasma screens in the conference hallways, exclusively streaming Twitter messages," remarked Newsweek‘s Steven Levy. "Hundreds of conference- goers kept tabs on each other via constant twitters. Panelists and speakers mentioned the service, and the bloggers in attendance touted it.2007 It had 400,000 tweets posted per quarter in 2007.2008 It had 100 million tweets posted per quarter in 2008Feb 2010 Twitter users were sending 50 million tweets per dayMarch 2010 The company recorded over 70,000 registered applicationsJune 2010 65 million tweets were posted each day, equaling about 750 tweets sent each second, according to Twitter.March 2011 140 million tweets posted daily. Twitter has a user retention rate of forty percent. Twitters usage spikes during prominent events. When American singer Michael Jackson died on June 25, 2009, Twitter servers crashed after users were updating their status to include the words "Michael Jackson" at a rate of 100,000 tweets per hour. Twitter is mainly used by older adults who might not have used other social sites before Twitter, said Jeremiah Owyang, an industry analyst studying social media. "Adults are just catching up to what teens have been doing for years," he said.According to comScore only eleven percent of Twitters users are aged twelve to seventeen Content of Tweets according to Pear Analytics News Spam Self-promotion Pointless babble Conversational Pass-along value Leadership / Staffing:Jan 2009 – 22 18
    • Jan 2010 – 110March 2010 - 140June 2010 - 200Twitter is also increasingly used for making TV more interactive and social. Thiseffect is sometimes referred to as the "virtual watercooler" or social television —the practice has been called "chatterboxing". 19
    • Pinterest: 20
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    • 22
    • Pinterest is a pinboard-style social photo sharing website thatallows users to create and manage theme-based imagecollections such as events, interests, hobbies and more.MilestonesDec 2009- June 2011 Silbermann and a few programmers operated the site out of a small apartment until the summer of 2011.Dec 2009 Development of Pinterest began by co-founders Ben Silbermann and Paul SciarraMarch 2010 Launch closed Beta. it was available to a small group of colleges and family members. Founder Ben Silbermann said he personally wrote to the sites first 5,000 users offering his personal phone number and even meeting with some of its usersDec 2010 Nine months after launch the website had 10,000 usersSept 2011 Pinterest Mobile, launched September 2011, is the version of website for non-iPhone users.Dec 2011 the site became one of the top 10 largest social network services, according to Hitwise data, with 11 million total visits per weekJan 2012 it drove more referral traffic to retailers than LinkedIn, YouTube, and Google+. The site had 11.7 million unique users, making it the fastest site in history to break through the 10 million unique visitor mark.FinancialsEarly 2011 The company secured a $10 million USD Series A financing led by Jeremy Levine of Bessemer Venture Partners.Oct 2011 The company secured $27 million USD in funding from Andreessen Horowitz, which valued the company at $200 million USD.Pinterest has received further funding from Andreessen Horowitz in the form of a Series B investment valued at $37.5 million USD.Since its inception three years ago, it has developed into a well-funded sitefinancially supported by a group of successful entrepreneurs and investorsincluding: Jack Abraham (Milo), Michael Birch (Bebo), Scott Belsky (Behance),Shana Fisher (Highline Venture Partners), Ron Conway (SV Angel), Kevin Hartz(EventBrite), Jeremy Stoppelman (Yelp), Hank Vigil, Fritz Lanman, and Brian S.CohenTechnology Growth 23
    • Pinterest currently uses the Skimlinks server to generate income by modifyingusers affiliate links to commercial sites. This works by replacing the originalaffiliate tracking code with Pinterests tracking code, where any payment ispassed to Pinterest instead of the original affiliate.In other words, Pinterest receives a portion of the sale when a user purchases anitem since Pinterest connects (seamlessly through Skimlinks) users directly tothe company‘s commercial website. Unfortunately the model ―does not seem toadd up to a major amount of money, because a large majority of posts originatefrom Tumblr and Facebook, and are not commercial products.Community GrowthPinterests wide reach helped it achieve an average of 11 million visits each weekin December 2011. Most of the sites users are female, with 97% of the sitesFacebook "likes" being made by women.The site has been popular with American women and, in 2012, it was reportedthat 83% of the US users were women. In Britain, however, 56% of the user weremale and their age profile was different too, being about 10 years younger thanthe US, where the age range was typically 35-44.Leadership / Staffing:March 2012 Small Pinterest staff (last reported at under 20)Why it’s the fastest growing:Pinterest that acts as a clipping service of storing ideas is a fast growing socialnetworking site. Most of the women have become addicted since it is aboutsharing images and ideas alone dissimilar to other online media, which createnegativity to some extent revealing competitive spirit. Sharing the amazing thingsthat you find in your lifespan through Pinterest, it helps you to adorn your livingplace, organize various events, and prepare yummy recipes. It features likesurfing pins of your interest collectively as pin boards from people you follow,repinning, commenting, liking on pins of your choice and pinning your ownunique photographed images.Spending an average of 98 minutes a month on Pinterest in comparison to 150minutes on Tumblr and 420 minutes on Facebook as per the survey taken for sixmonths it is noted that monthly visits by the users to the Pinterest raised to866%. What would be the triggering factors for this popularity in a short time? Letme look into the secrets of this addiction for Pinterest.SimplicityMajor reason for the success is the simpleness in its outward design that lets the 24
    • users to scroll over the images without much dig and deviation of the content.Images that have been finely photographed and look artful are center ofattraction filling most of the space with minimal comments neatly piled underphotographs. Information has been kept free of icon in a sleek manner withaction buttons left concealed unless the users scroll them over. Compilation ofimages fascinates the Pinterest users to get addicted to the site. Are you crazy towatch over teal-shaded guitars? You can find an image board for amazingguitars in teal.Free of personal contentSince Pinterest has evolved primarily as a photo-sharing medium its simple andappealing look is interest-evoked for surfers who are already fatigued withFacebook/Twitter/Orkut and so on. Pinterest allows the users to be more publiconly about what they are interested but not exhibiting personal content orprivacy-related issues.Easily accessiblePinterest can be easily accessed from the app to the browser plug-in. You canaccess without logging into the site unlike Facebook or other sites and make pinboards with the Pin-it browser plug-in. Through repin button images viewed onthe current web site can be tapped into the Pinterest.Becoming popularYou would become popular through Pinterest social catalog of images pinned byyou because your new pins/photos are featured on the front page. Added to this,since you are connected to Facebook/Twitter Pinterest allows your buddies fromFacebook/Twitter to follow your pins and promote repinning.Boosting confidencePinterest boosts the confidence level into the users mind with idea boardsencouraging I too can do that. The users who would like to pin revisits Pinterestoften desirous of creating something new with great fervor. 25
    • Google+: 26
    • 27
    • Google+ (pronounced and sometimes written as Google Plus,sometimes abbreviated as G+) is a social networking andidentity service, operated by Google Inc.MilestonesJune 28 ‗11 The service was launched on June 28, 2011, in an invitation-only "field testing" phase.June 29 ‗11 (The following day) existing users were allowed to invite friends who were over 18 years of age to the service to create their own accounts. This was suspended the next day due to an "insane demand" for accounts.July 14 ‗11 Google announced that Google+ had reached 10 million users just two weeks after the launch of a "limited" trial phase. After four weeks in operation, it had reached 25 million unique visitors.Aug 6 ‗11 Each Google+ member had 150 invitations to give out,Sept 2011 Google+ was opened to everyone 18 years of age or older without the need for an invitation.Oct 2011 The service reached 40 million usersOct 2011 Google announced that Google+ now supports Google Apps users (if the users domain administrator has enabled the service).Oct 2011 Google implements hastagsNov 2011 Google launched Google+ Pages, which will let businesses connect with fans in a manner similar to Facebook Pages. These businesses will receive corporate accounts to start sharing information about themselves and invite others to join in on the conversation.Dec 2011 The site was adding an estimated number of 625,000 new users a day, adding almost a quarter of its total user base joining in December alone which may total 400 million members by the end of 2012Jan 2012 It was opened for a younger age group (13+ years old in US and most countries, 14+ in South Korea and Spain, 16+ in Netherlands)Jan 2012 Google+ had surpassed a user base of 90 million.Feb 2012 Users are only spending 3.3 minutes monthly on Google+ which is a downward trend from 4.8 minutes in December and 5.1 minutes in November compared to Facebook users currently spending 7.5 hours using Facebook monthly.FinancialsIt‘s a well-known fact that Google is a generally wealthy company. This is whyGoogle+ is not making revenue generation on the social platform a priority. 28
    • With money coming in all over the place via AdWords and AdSense, Google+has the potential to remain ad-free for years without needing to tweak theservice. Services like Facebook, on the other hand, need to makeadvertisements a priority as these serve as their main form of income.Google‘s VP of Product Bradley Horowitz has also confirmed our speculationsthat Google+‘s main objective will not be to monetize the social network. ―It‘s notthe highest priority. And it would be premature to come up with that before weunderstand how it‘s used. But if we do a good job of serving users, we can stickto the Google philosophy that ads are a kind of tax on the product. So, forexample, if you and I are talking about where we‘re going for dinner on Sunday,and the system is smart enough to recognize the nature of that discussion andoffer me a 20 percent discount for a local restaurant, that‘s not a nuisance. That‘san incredibly valuable offer.‖Google+ users can rejoice in knowing that future use on the platform won‘t beinundated with several ads pestering them to check out this or that. As Horowitzmentioned, advertisements will instead add value to the conversations we haveon Google+ versus simply spamming us with irrelevant nonsense.Google‘s IPO: Our Initial Public Offering of 19,605,052 shares of Class Acommon stock took place on Wall Street on August 18, 2004.Technology GrowthAccording to Joseph Smarr, technical lead on the Google+ team (former PlaxoCTO) Google+ is a typical Google web application: it uses Java servlets for theserver code and JavaScript for the browser-side of the UI, largely built withGoogles Closure framework, including the JavaScript compiler and the templatesystem. They use the HTML5 History API to maintain good looking URLs inmodern browsers despite it being an AJAX app. To achieve fast response timesGoogle often renders the Closure templates on the server-side to render it beforeany JavaScript is loaded; then the JavaScript finds the right DOM nodes, hooksup event handlers etc. The backends are built mostly on top of BigTable andColossus/GFS, and other common Google technologies such as MapReduce.June 2011 Released with features such as the ―Stream‖ which occupies the middle of three columns on the page, users see updates from those in their Circles; ―Circles‖ enable users to organize people into groups for sharing; ―Hangouts‖ are places used to facilitate group video chat (with a maximum of 10 people participating in a single Hangout at any point in time); ―Messenger‖ ―Instant Upload‖ ―Sparks‖ a front-end to Google Search;Aug 2011 "Games" (social gaming) had 16 games when launched on August 11, 2011, which has since been expanded to 38. 29
    • Aug 2011 Google added a new addition to "Hangouts" - clicking on the Share button under any YouTube video reveals an icon that suggests watching the video with friends in a Google+ hangout.Sep 2011 Users can share Circles; its a one-time share, so if the creator of the Circle updates the members, peoples shared copies wont be updated.Oct 2011 Google implements hastagsOct 2011 Creative Kit, ―What‘s hot‖ stream and Ripples are introduced. Google + is now available to all Google AppsNov 2011 Google+ launches Pages and Direct ConnectNov 2011 Google+ Badges are officially availableDec 2011 New integrations with Gmail and Contacts are introducedDec 2011 New features: stream slider, more useful notifications, multiple administrators for pages, new lightbox for photosJan 2012 Google released "Search plus Your World", which inserts content shared on Google+ profiles and brand pages under Web Search results. The feature, which is opt-in, was received with controversy over the emphasis of Google+ profiles over other social networking services user profiles (i.e., Facebook and Twitter). The feature builds upon the earlier "Social Search" feature which indexes content shared or published by authors; "Social Search", however, relied partly upon returns from non-Google services, such as Twitter and Flickr.Community Growth Early adopters of Google+ have been mostly male (71.24%). The dominant age bracket (35%) is between 25 and 34 A survey estimates 13% of U.S. adults have joined Google+; it is projected to have 22% of U.S. adults in a yearJune 2011 Google+ introducedJuly 2011 Google+ has 10 million usersAug 2011 All Google+ users receive 150 invitations to give outSept 2011 Google+ open to everyone 18 or older (invites not required)Oct 2011 Google+ has 40 million usersDec 2011 Google+ has 49 million usersDec 2011 Google+ has 62 million usersJan 2012 Google+ has 90 million usersDec 2012 Google+ is expected to reach 400 million usersLeadership / Staffing:Jan 2012 Google added 8,067 employees in 2011, bringing total headcount to 32,467. 30
    • Linkedin: 31
    • LinkedIn is a business-related social networking site.MilestonesDec 2002 Reid Hoffman founded LinkedinMay 5 2003 Launch of Linkedin with its five founders and 350 of their friendsMay 31 2003 By month end, it had 4,500 membersDec 2003 LinkedIn‘s membership had grown to 81,000April 2007 LinkedIn boasted 10 million active user accounts.July 2008 LinkedIn launched its Spanish-language version of the popular website 2010 India and France are the fastest growing countries with a 76 percent and 72 percent growth rate, respectfully, each year and of the sites current 100 million users, 45 million reside in the U.S. and 56 million reside in the rest of the world.July 2010 LinkedIn logged 50 million unique visitors, a 16 percent change from November 2009. 2010 Every fortune 500 company could be found on LinkeinDec 2010 LinkedIn was ranked No. 47 in the 50 Hottest Web properties list with 266,577 unique visitors.Feb 2011 LinkedIn jumped to No. 36 on the Top 50 Hottest Web Properties list with 28,280 visitors, and currently, LinkedIn ranks No. 17 on the Alexa Traffic Rank chart, and is the 12th-most trafficked site in the U.S.FinancialsIt is funded by Sequoia Capital, Greylock, Bain Capital Ventures, BessemerVenture Partners and the European Founders Fund. Through January 2011, thecompany had received a total of $103 million of investment. 2003 Sequoia Capital led the Series A investment in the company. 2004 Its second round of financing, of $10 million, was led by Greylock, an early-stage investor that has a reputation of leading the most number of its investments to IPO statusMarch 2006 LinkedIn reached profitabilityJune 2008 Sequoia Capital, Greylock Partners, and other venture capital firms purchased a 5% stake in the company for $53 million, giving the company a post-money valuation of approximately $1 billion. 2010 LinkedIn opened a European headquarters in Dublin, Ireland, received a $20 million investment from Tiger Global Management LLC at a valuation of approximately $2 billion, and announced its first acquisition, Mspoke and improved its 1% premium subscription ratio. 32
    • Oct 2010 Silicon Valley Insider ranked the company No. 10 on its Top 100 List of most valuable start ups.Dec 2010 The company was valued at $1.575 billion in private markets.Jan 2011 LinkedIn filed for an initial public offering (IPO) on January 27, 2011and the IPO occurred on May 19.May 2011 LinkedIn said it sold its IPO shares at $45. That means LinkedIn will kick off trading at a market value of roughly $4.3 billionIt was reported that LinkedIn earned $154.6 million dollars in advertising revenuealone in 2011. This number was actually higher than that of Twitter who earned$139.5 million dollars respectively.LinkedIn‘s fourth-quarter earnings have recently soared. LinkedIn‘s shares rose9.5% to $83.68 in premarket trading. The increase in value is due to its increasein success in the social media world.Technology GrowthThe Search, Network, and Analytics team at LinkedIn has a web site that hoststhe open source projects built by the group. Notable among these projects isProject Voldemort, a distributed key-value structured storage system with low-latency similar in purpose to Amazon.coms Dynamo and Googles BigTableFeb 2008 A mobile version of the site was launched which gives access to a reduced feature set over a mobile phone. The mobile service is available in six languages: Chinese, English, French, German, Japanese and SpanishJuly 2008 LinkedIn launched LinkedIn DirectAds as a form of sponsored advertisingOct 2008 LinkedIn enabled an "applications platform" that allows other online services to be embedded within a members profile page. Among the initial applications were an Amazon Reading List that allows LinkedIn members to display books they are reading, a connection to Tripit, and a Six Apart, WordPress and TypePad application that allows members to display their latest blog postings within their LinkedIn profileNov 2010 LinkedIn allowed businesses to list products and services on company profile pages; it also permitted LinkedIn members to "recommend" products and services and write reviews.Jan 2011 LinkedIn acquired CardMunch, a mobile app maker that scans business cards and converts into contacts. LinkedIn plans to integrate this functionality into their services in the near futureJuly 2011 LinkedIn launched a new feature allowing companies to include an "Apply with LinkedIn" button on job listing pages.Feb 2012 LinkedIn announced its acquisition of the start-up Rapportive, which created a browser plug-in that takes contact information from 33
    • social networks such as Twitter and Facebook, and places them into Googles Gmail. LinkedIn has not stated yet how they will use the Rapportives technology and talent.Community GrowthThe membership grows by approximately two new members every second. About half of the members are in the United States and 11 million are from Europe. With 3 million users, India has the fastest-growing network of users as of 2009. The Netherlands has the highest adoption rate per capita outside the US at 30%.. LinkedIn recently reached 4 million users in UK,1 million in Spain, and nearly 1 million in Pakistan.Leadership / Staffing:May 2003 5 Founders launch LinkedinDec 2003 Staff of 14 employeesEmployees 2011 1,797 34
    • MyspaceMilestonesAug 2003 Tom Anderson and Chris DeWolf founded MySpace in 2003 with InterMix. MySpaces initial purpose was to cater to the "Hollywood elite," such as actors, musicians and other local artists of Southern California.Aug 2003 Within 10 days, the first version of Myspace was ready for launchApril 2004 It then grew into a "place for friends" eight months later and, now, is geared toward anyone in the 13-to-25-year-old crowd.Nov 2004 MySpace had gained 5 million active users,July 2005 News Corp Fox Interactive bought InterMix and thus MySpace for $580 millionJan 2006 Fox announced plans to launch a UK version of Myspace in a bid to "tap into the UK music scene"April 2006 MySpace was the fifth most trafficked website in the world with more than 80 million active user profiles.June 2006 MySpace had 66,401 million total unique visitors, surpassing June Google as the most visited website in the USAMarch 2007 MySpace had reached 100 million worldwide active user accounts and later launched its developer platform in February 2008.June 2007 MySpace fell to the second place spot behind Facebook, but still grew 3 percent with 117,582 million total unique visitors.July 2007 MySpace had 114,147 million total unique visitors. This placed MySpace in the number one spot of all reported social networking sites that year.April 2008 Myspace was overtaken by Facebook in the number of unique worldwide visitorsMarch 2009 MySpace was No. 38 on the hottest web property list with 68,205 million visitorsMay 2009 Facebook surpassed Myspace in the number of unique U.S. visitorsDec 2010 MySpace fell off the Hottest Web Properties list.Feb 2011 News Corp officially put the site up for sale, which was estimated to be worth $50–200 million.June 2011 Myspace was sold to Specific Media and Justin Timberlake for approximately $35 millionFinancials 2004 eWolfe suggested they charge a fee for the basic Myspace service. Brad Greenspan nixed the idea, believing that keeping Myspace free was necessary to make it a successful community. 35
    • July 2005 News Corp Fox Interactive bought InterMix and thus MySpace for $580 millionFeb 2011 News Corp officially put the site up for sale, which was estimated to be worth $50–200 million.June 2011 Myspace was sold to Specific Media and Justin Timberlake for approximately $35 millionMyspace operates solely on revenues generated by advertising as its revenuemodel possesses no user-paid features.Through its Web site and affiliated adnetworks, Myspace is second only to Yahoo! in its capacity to collect data aboutits users and thus in its ability to use behavioral targeting to select the ads eachvisitor sees.On August 8, 2006, search engine Google signed a $900 million deal to providea Google search facility and advertising on MyspaceTechnology GrowthEarly 2006 Myspace introduced MySpaceIM, an instant messenger that uses ones Myspace account as a screen nameAug 2006 Began offering full service classifieds listingEarly 2007 Myspace introduced MySpaceTV, a service similar to the YouTube video sharing websiteApril 2007 Myspace launched a news service called Myspace News which displays news from RSS feeds that users submit.Late 2007 The site launched The Myspace Transmissions, a series of live-in- studio recordings by well-known artists.Feb 2008 Myspace set up a developer platform which allows developers to share their ideas and write their own Myspace applicationsApril 2008 Ksolo.myspace.com is a combination of Myspace and kSolo, which allows users to upload audio recordings of themselves singing onto their profile page.In 2008 Myspace introduced an API with which users could create applications for other users to post on their profilesIn 2008 Myspace Polls is a feature on Myspace that was brought back in 2008 to enable users to post polls on their profile and share them with other usersIn 2009 Myspace also added a new status update feature. If a Myspace user has a Twitter account, the tweet will also update the Myspace status.March 2010 Myspace had some new features added like recommendation engine for new users which suggests games, music and videos based on their previous search habits.Summer ‘10 The color scene of Myspace changed. The classic blue was replaced by a more white interface, to resemble the look and feel of 36
    • Facebook, and to attract users of Facebook to join or rejoin MyspaceSept. 2010 Myspace continued to work on improving the website. A photos section was added and the Fotoflexer app was added to photosNov 2007 Myspace and Bebo joined the Google-led OpenSocial alliance, which already includes Friendster, Hi5, LinkedIn, Plaxo, Ning and SixApart. OpenSocial was to promote a common set of standards for software developers to write programs for social networks. Facebook remained independent. Community GrowthThe first Myspace users were eUniverse employees. The company held conteststo see who could sign up the most users.While Facebook focused on creating a platform that allowed outside developersto build new applications, Myspace built everything in-house. Shawn Gold,Myspaces former head of marketing and content, said "Myspace went too wideand not deep enough in its product development. We went with a lot of productsthat were shallow and not the best products in the world." The products divisionhad introduced many features (communication tools such as instant messaging,a classifieds program, a video player, a music player, a virtual karaoke machine,a self-serve advertising platform, profile-editing tools, security systems, privacyfilters, and Myspace book lists, among others), however these were often buggyand slow as there was insufficient testing, measuring, and iterating.Community Growth:aLeadership / Staffing:June 2009 Myspace employed approximately 1,600 workersJune 2009 A layoff of 37.5% of its workforce, reducing employees from 1,600 to 1,000.June 2011 Myspace had reduced its staff to around 200Jan 2011 It was announced that the Myspace staff would be reduced by 47%. 37
    • Tumblr: 38
    • 39
    • Tumblr is a microblogging platform and social networkingwebsite.MilestonesApril 2007 Tumblr was launched Beta stage on April 27, 2007 by David KarpMay 2007 Within two weeks of its launch, the service had gained 75,000 users.Nov 2007 Tumblr officially launched on Nov. 1, 2007, after a few months in beta modeJuly 2010 The site receives 25,000 new users each dayJune 2011 Tumblr passed competitor WordPress in number of blogs hosted -- more than 20 millionJuly 2011 Tumblr scored 13.4 million unique visitors in the U.SFeb 2012 Tumblr had over 46.2 million blogsFinancials 40
    • Oct 2007 750,000 K by Union Square and Spark CapitalDec 2008 4.5 million by Union Square Ventures and Spark CapitalApril 2010 10 million by Union Square Ventures and Spark CapitalNov 2010 30 million by Sequoia Capital, Spark Capital, and Union Square VenturesSep 2011 85 million led by Greylock Partners and insight Venture partners, also including The Cherning Group, Sir Richard Branson, Spark Capital, Union Square Ventures and Sequoia CapitalTumblrs original funding came from Karps earnings as a software consultant atparenting site UrbanBaby. Tumblr has raised funding from Union SquareVentures, Spark Capital, Martín Varsavsky, John Borthwick (Betaworks), FredSeibert, and Sequoia Capital(among other investors).The company had a $800 million valuation in August 2011 41
    • September 2011, the company raised $85 million in a round of funding led byGreylock Partners and Insight Venture PartnersTechnology GrowthOn 28 February, 2012, Tumblr launched a redesign of its dashboard iconsCommunity Growth 500million page views go through Tumblr every single day 40krequests added each second at Tumblr‘s peak usage hours; and it‘s growing, too 50GBof posts added each day; follower list updates are roughly another 2.7 terabytes daily 1Mnumber of writes made through the dashboard each second, and 50,000 reads per second sourceThe service is most popular with the teen and college-aged user segments; fiftypercent of Tumblrs visitor base is under the age of 25. As of 2009, Tumblr hadan 85% retention rate, compared with 40% for Twitter.February 27, 2012, Tumblr had over 46.2 million blogs and more than 18 billiontotal postsLeadership / Staffing:April 2007 CEO and COO are only employeesAs of mid-2011, Tumblr has around 10 employeesCurrent employees listed on Linkedin: 51-200 42
    • Foursquare: 43
    • Foursquare is a web and mobile application that allowsregistered users to post their location at a venue ("check-in")and connect with friends.MilestonesMarch 2009 Launched with limited availability in only 100 worldwide metroareas.Jan 2010 Foursquare changed their location model to allow check-ins from any location worldwide.Feb 2011 Foursquare reached 7 million users IDsJune 2011 The company reported it had 10 million registered usersFinancialsFoursquare is principally funded by Union Square Ventures, AndreessenHorowitz, and O‘Reilly AlphaTech Ventures. The company raised $1.35 million inits Series A and $20 million in its Series B round. On June 24, 2011 foursquareraised $50 million on a $600 million valuation.Technology GrowthAugust 26, 2010, foursquare rolled out a new feature which notifies users of thenumber of days left before he or she is crowned "Mayor"September 23, 2010, foursquare announced that users can now earn badges forcompleting tasks as well as checking in.Each time the user checks into a place, he or she receives points. Scores breakdown as follows Checking in to a new place – 5 points Adding a new venue – 5 points Being the first of the users friends to check into a new location - 3 points Checking in to a place the user has been before – 1 point Location multiplier for each place a user goes in a day – 1 point per location Points for checking in with the same friend at multiple locations - BFF bonusFoursquare Brands allows companies to create pages of tips and allows usersto ―follow‖ the company and receive special, expert tips from them when they 44
    • check-in at certain locations. Some of the companies even allow users to unlockspecial badges with enough check-ins.The service provides three levels of "Superuser status" (which is not to beconfused with the "Super User" badge). Superuser status is conferred on userswho have been selected by foursquare staff for their helpful contributions to thecommunity. All superusers can review a queue of requested changes for a single city,and can select a new city at will. Superuser level 1 can edit venue info (name, address, cross street, phone, Twitter names, map pin location), mark venues as open or closed, request venue merges and deletions, and edit venue tags. Superuser level 2 can additionally merge duplicate venue listings, adjust the latitude and longitude of a venue, add a web address, and add categories. Superuser level 3 adds the ability to create and remove venue aliases, as well as access a "global queue" of pending requests needing superuser attention.Community Growth 45
    • Male/female users are equally represented and also 50 percent of users areoutside the USUsers as of April 2012: 15 millionLeadership / Staffing:Employees as of 2012: approx. 100 (51-200) 46
    • StumbleUpon: 47
    • StumbleUpon is a discovery engine (a form of web searchengine) that finds and recommends web content to its users.MilestonesNov 2001 Founded by Garrett Camp, Geoff Smith, Justin LaFrance and EricBoydMay 2007 StumbleUpon was purchased by eBayApril 2009 Founders Garrett Camp and Geoff Smith and other investors including Ram Shriram bought the company2005 The site caught the interest of angel investors, where it landed $1.2 million in funding and then in 2005, $1.5 million in seed funding.2006 Garrett Camp and Geoff Smith moved to San Francisco and launched StumbleUpon Video2007 StumbleThru launched, allowing stumbling content on specific sites like YouTube and FlickrMay 2007 StumbleUpon was bought by eBay for $75 million (5.5 years after its initial founding)2008 Traffic dropped by around 70% in comparison to the previous year2009 It launches su.pr, bringing in the toolbar and allowing users to stumble directly from the siteMarch 2009 A couple of months later, StumbleUpon raises Series A funding (rumored to be at $29 million), which is folded into buying back the company from eBay. Garrett Camp and Geoff Smith buy back the company (along with various investors) for a rumored $25 millionLate 2009 StumbleUpon introduces the ―New‖ StumbleUpon, which allows stumbling without signing up2010 Marc Leibowitz leaves Google and joins StumbleUpon as the VP of Business Development and Marketing2011 StumbleUpon raises $17 million in Series B funding along with reports of the site generating 800 recommendations a month2011 The site reports 20 million users and 1 billion stumbles a monthOct 2011 StumbleUpon made changes to the site by deleting their user- generated content, HTML blogging, standalone blog posts, and ability to photoblog. All their previous blog posts converted from HTML to plain text and all photos were deleted. This was done to focus their efforts on their recommendation engine rather than expand to include blogging platforms.FinancialsStumbleUpon is now an independent, investor-backed startup once again, withoffices in San Francisco and New York City. 48
    • 2005 The site caught the interest of angel investor, Brad ONeill who took notice of the company and assisted with a move to San Francisco, as well as brought in subsequent fund-raising totaling $1.2 million from other angel investors including Ram Shriram (Google), Mitch Kapor (Mozilla Foundation), First Round Capital, and Ron Conway, and then in 2005, $1.5 million in seed funding.May 2007 StumbleUpon was bought by eBay for $75 million (5.5 years after its initial founding)March 2009 StumbleUpon raises Series A funding (rumored to be at $29 million), which is folded into buying back the company from eBay.April 2009 Garrett Camp and Geoff Smith buy back the company (along with various investors) for a rumored $25 million2011 StumbleUpon raises $17 million in Series B funding along with reports of the site generating 800 recommendations a monthTechnology GrowthThe algorithm behind StumbleUpon uses three data points to determine the typeof new sites that users ―stumble‖ across. The first is based off of the interests thatusers have identified as relevant to them. The second is based off of the sitesthat have been deemed as ―thumbs up‖ and ―thumbs down,‖ which helps thealgorithm identify other users who have exhibited similar voting behavior. Thethird is based off of the types of individuals that users have befriended on thesite.Oct 2011 StumbleUpon deleted years worth of user-generated content, and removed HTML blogging, standalone blog posts, and photoblogging capabilities. Additionally, all previous blog posts were converted from HTML to plain text, and all photos were deleted from previous blog posts.Dec 2006 StumbleUpon launched their StumbleVideo site at http://video.stumbleupon.com/. The new site allows users without a toolbar to "stumble" through all the videos that toolbar users have submitted and rate them using an Ajax interface.Feb 2007 StumbleUpon launched a version of StumbleVideo for the Internet Channel Web browser that runs on the Wii consoleApril 2007 StumbleUpon launched the StumbleThru service, allowing users of the toolbar to stumble within sites such as YouTube, The Onion, Public Broadcasting Service and WikipediaMarch 2009 StumbleUpon launched the Su.pr an URL shortening service Beta.May 2009 The su.pr service is available to all StumbleUpon usersCommunity GrowthDec 2002 StumbleUpon had 1 million users. 49
    • May 2010 StumbleUpon has more than 10 million usersAug 2011 StumbleUpon reached the 25 billion stumble mark, at which point they were adding over 1 billion stumbles per month.Oct 2011 StumbleUpon announced that it had over 20 million registered users of the serviceLeadership / Staffing:Current: 51-200 Employees 50
    • Reddit: 51
    • 52
    • Reddit is a social news website where the registered userssubmit content, in the form of either a link or a text "self" post.MilestonesJune 2005 Reddit was originally founded by Steve Huffman and Alexis Ohanian.June 2005 Received $100 K in fuding from Y Combinator In the beginning Steve and Alexis submitted most of the links from many fake accountsOct 2006 It was acquired by Condé Nast Publications; had 500,000 daily uniqueJan 2008 Added the ability to allow anyone to create their own subreddits visitors for an estimated $20 millionJune 2008 Reddit became an open sourceOct 2009 Steve Huffman left RedditDec 2009 First RedditGift exchange, 4,500 Redditors spent $185,000Dec 2009 Reddit launches Selfserce AdvertisingJuly 2010 Reddit Gold launchedAug 2010 Digg v4 releasedAug 2010 Reddit post‘s took over the homepage of Digg, starting the mass exodus to RedditSept 2010 Restoring Truthiness Campaign started on Reddit; ended up raising $600,000 for Donors ChooseNov 2010 Alexis Ohanian left and joined Steve Huffman to found HipmunkDec 2010 2nd RedditGift exchange with 17,000+ participants spending over $660,000Aug 2011 Reddit acquires RedditGiftsApril 2011 Reddit takes over Digg in rankingFeb 2011 Surpassed 1 billion page views a month; average time on site 15 min 40 secSept 2011 Hits 1.6 billion page views per monthSept 2011 Reddit was split from Condé Nast, and now operates as a subsidiary of Condé Nasts parent company, Advance Publications.FinancialsJune 2005 Reddit was originally founded by Steve Huffman and Alexis Ohanian.June 2005 Received $100 K in fuding from Y CombinatorTechnology Growth 53
    • Reddit was originally written in Common Lisp but was rewritten in Python in2005. The reasons given for the switch were faster performance, wider access tocode libraries, and greater development flexibility. The Python web frameworkthat former Reddit employee Aaron Swartz developed to run the site, web.py, isnow available as an open-source project.Reddit currently uses Pylons as its web framework. As of November 2009,Reddit has decommissioned their physical servers and migrated to Amazon WebServices.Reddit uses PostgreSQL as primary datastore and slowly moving to ApacheCassandra, a column oriented datastore. It uses RabbitMQ for offline processing,HAProxy for load balancing and memcached for caching. In early 2009, Redditstarted using jQuery.On July 21, 2010, Reddit outsourced the Reddit search engine to Flaptor, whoused its search product IndexTankCommunity GrowthThe median U.S. Reddit user is male (72%), 25–34 years of age, has somecollege education, and is in the lowest income bracket of US$0–$24,999. Theanalysis also shows that many of the top ten audience interests are in the techfield, suggesting a computer savvy demographicLeadership / Staffing:July 2010, after explosive traffic growth, reddit introduced Reddit Gold, offeringnew features for a price of US$3.99/month or US$29.99/year. The revenue andattention got them approval to buy more servers and employ more people.Current staff 1-10 employees 54
    • 55
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