Two out of three online consumers have visited a social networking site
Fastest growing online category: 109% growth in people, 414% growth in usage (pages viewed) since January 2004
Social networking motivations Meet people Be entertained Learn something Influence others 78% join to communicate with existing colleagues or develop new acquaintances 47% join in order to find entertaining content such as photos, music or videos 38% join to get information from other people about topics that hold particular interest to them 23% join to express their opinions in a forum where their ideas could be discussed or acted upon
“When it comes to beer, sharing is caring.” Miller Lite becomes the voice of men In concert with a new television campaign, Miller Lite launched ManLaws.com to develop a new code of conduct by men for men. Customers that go to the site can view each ad as well as contribute and vote on new entries to the Manlawpedia – the official book of laws that governs all men.
Adoption: 50,000 visitors spend over 10 minutes interacting with the microsite each month
Engagement: Customers submit video auditions to appear alongside “men of the square table”
Influence: Over 50,000 new laws have been submitted to the Manlawpedia by customers
Positioning: 750+ daily blog posts containing ManLaws enhances Miller Lite’s brand among male beer drinkers
“What security software do I need?” Dell Online Forum Unique Visitors Dell forum helps customers help each other Dell’s active community forum consists of threaded discussions among Dell employees and community members. Participants create profiles to personalize their posts and add credibility. Dell rewards participants with exclusive promotions & offers for community members.
Community: 52% of visitors surveyed said they feel like a part of a Dell community
Service: 75% trust the content within the community and do not require support from Dell
Loyalty: 68% of members are likely to purchase their next computer through Dell
Advocacy: 90% of members will recommend the online forum to friends and/or family
Other examples of online customer forums to study:
Cingular, Samsung, Microsoft
“ Getting out of two mortgage payments after condo fire.” Borrowers bond with lenders at Prosper
Other examples of peer-to-peer sites to study:
Zopa, Lala, Peerflix
Inspired by eBay, Prosper is building a new social-financial marketplace. Borrowers use Prosper’s online platform to create loan listings; lenders then bid down the interest rate to compete for the loan. Borrower profiles, bid histories and “groups” make the process straightforward, transparent and safe.
Adoption: 145,000 visitors each month, 50% are registered Prosper users
Engagement: Users visit the site 3.6 times each month and view nearly over 65 pages per visit
Community: Approximately 3,800 active loans totaling $18.1 million (loans in default: 4)
Affinity: 3,250 borrower groups have formed to pool like people, mitigate risk and lower the interest rates offered by lenders
Prosper Unique Visitors
“California-style burger joints in Boston?” Yelp Unique Visitors Local businesses & opinionated reviews at Yelp
Other examples of product-focused forums to study:
Woot, Insiderpages, Judy’sBook
Yelp is quickly becoming the definitive city guide by offering community-generated reviews on local businesses from restaurants to dentists. Consumers post reviews to Yelp, and can collect and organize recommendations from peers. Advertisers participate via email ads, enhanced business listings and sponsored search results.
Adoption: 500,000 monthly users: 15% submit at least one review each month
Community: Yelp members are very active contributors; in San Francisco, the average Mexican restaurant has 50 reviews, and the average member has contributed over 100 posts
Influential: 80% of Yelp members consider community reviews as trustworthy as advice from family member or friend
Launching compete.com as a consumer service on November 1
Consumers benefit directly from sharing their clicks with each other, Compete and marketers
compete.com – clickstreams as consumer-generated content Trust : Detects dangerous phishing sites and spyware offenders Deals : Promotions and discount codes across more than 2,000 online retailers Site profiles : Timely, accurate website analytics including visitors, rank, pageviews, time spent, etc.