www.digiredo.nl

To talk about
• Internet use male/female
• Communities
• Companies doing research

Internet usage
Male-female
Male Female
Source: USC Annenberg School Centre for the Digital Future, November 2006

Health Topics Search

Online activities

Young Internet Users
What are they doing?
Do you ever? Online Teens
Go to websites about movies, TV shows, music groups, or sports 81%
Get information about news and current events 77%
Send or receive instant messages (IMs) 68%
Watch video sharing site 57%
Use an online social networking site like MySpace or Facebook 55%
Get information about a college or university 55%
Play computer or console games online 49%
Buy things online, such as books, clothes, and music 38%
Look for health, dieting, or physical fitness information 28%
Download a podcast 19%
Visit chatrooms 18%
Source: Pew Internet & American Life Project Survey of Parents and Teens, October-November 2006.

Female users
Blogging
• Girls have fueled the growth of the blogosphere
• Older teen girls are still far more likely to blog
when compared with older boys (38% vs. 18%)
• Younger girl bloggers have grown at such a fast
clip that they are now outpacing even the older
boys (32% of younger girls blog vs. 18% of older
boys)
Source: PEW Internet & American Life Project “Teens and Social Media” Dec 2007

Female users
Own their website
Source: PEW Internet & American Life Project “Teens and Social Media” Dec 2007

Female users
Social Networking
Source: PEW Internet & American Life Project “Teens and Social Media” Dec 2007

Female users
Gaming - Owning a Nintende Console
Source: Poll GameVision

Other findings
“The internet is a very expressive medium and
you’re looking at times in a girl’s life when they are
very socially expressive; the internet, and social
networking particularly, enables that need”
John Horrigan of the Pew Internet Project

Other findings
Almost 55% of all British users of social
networking websites were women.
Survey done by Hitwise, January 2008

Other findings
Women aged 18-24 account for 17% of all users of
the social sites, while men in the same age group
account for 12%.
Survey done by Nielsen Online

Examples
Slink (BBC) - 1 million hits a day
My Kinda Place
BlogHer

Social Networks
Business Communities
Virtual communities where people do business (e.g. LinkedIn)
Common Interest Communities
Virtual communities where people share an interest (e.g. Flickr)
Friend Networking & Social Communities
Virtual communities where the social element and profiling are
important (e.g. MySpace, FaceBook)

Communities are growing

Which Network to choose?

How did we came her?
• Homo Digitalis
• Latent need to communicate with like-
minded people can be fullfilled (e.g.
collecting stamps)
• Decrease in hardware costs
• Growth internet penetration
• New internet technologies (XML, Ajax)

6 C’s of Social Influence
Marketing
Content
Customization
Community
Conversation
Commerce
Commitment
Source: Digital Outlook Report, Razorfish, 2008

Content
Customized bite-sized, portable content or
experiences for their most prominent target
segments - content that their “friends” would be
proud to display, share, or support.
Brand badges, coupons, wallpapers, behind-the-scenes
movie clips, mashable video, updated stock quotes,
recipes, sweepstakes, mobile downloads, charity
donations, or plain information.

Customization
Profiling important for users
Users want to customize content, post it, share it,
and make it their own.
Marketers need to understand where their brands
intersect with the passion points of their
consumers..
.. and empower consumers to express themselves
via their connection to the brand

Community
Understand the community you are convening
with, what holds them together.
Think carefully how to personify and express your
brand.
Build it and they will come is NOT applicable here

Conversation
Users conversate the most about the brands they
admire or despite.
It’s open in the public.
Tap into the positive buzz, but also accept negative
conversation
Conversations with community needs to be
transparent

Commerce
How to measure? Metrics not well defined yet.
Return on Investment > Return on Influence?
Marketers should tread lightly when trying to
establish social influence marketing as a direct
driver of commerce.
The community has not come together to help
companies sell products.

Commitment
Any company can enter, or experiment
But those who can actually make a commitment to
building a presence, a community of friends, and a
steady amount of new content to keep their
communities engaged will benefit most.

W3 Model
Why ... does this community exists?
Who ... is using it?
What .. is being shared?
Source: Broekman Marketing Advies

Why
...does this community exists?
• How did it start? (bottom-up, top-down)
• What is the distinctive power?

Why
...does this community exists?
• Distinctive power
• MSNS (Multiple Social Network Syndrome)
• People are active on ‘only’ three networks
• Service must benefit:
• Individual
• His/her group family, friends
• General use

Who
...is using the community?
• User
• Administrator
• Advertiser

Who
...is using the community?
• User
• Who am I? (profile)
• Who do I know? (number and names)
• Where am I or where am I going to? (Twitter)
• What am I doing or will be doing? (Twitter)

Who
...is using the community?

Who
...is using the community?
• Administrator
• Without administrator no good community
• Community first
• Uses tools and communication styles community
• Puts a human face on the community
• Not just a marketing role
• Knows when to get in & get out

Who
...is using the community?
• Advertiser
• Adapt message to community and it’s users
• Respect the rules
• Don’t make is a hard sell
• Conversate!

Companies doing
online research
Buzzlogic (www.buzzlogic.com)
Cymfony (www.cymfony.com)
Biz360 (www.biz360.com)
Technorati (www.technorati.com)
Integrasco (www.integrasco.com)
Buzzmetrics (www.nielsenbuzzmetrics.com)