eComm2008 Have You Got Something to Say? Providing Online Social Networks With a Voice.

Silent, Social Networks?! Why? Humans are social animals People need to talk Spoken communication is most natural Online verbal communication inevitable

Why?

Humans are social animals

People need to talk

Spoken communication is most natural

Online verbal communication inevitable

Lessons Learnt

1. Fit the Environment Piggyback on existing brands Use APIs to add service Seamlessly integrated Fit snugly with existing behavior with current expectation Clear user proposition

Piggyback on existing brands

Use APIs to add service

Seamlessly integrated

Fit snugly

with existing behavior

with current expectation

Clear user proposition

Example: MySpace group conversations

group conversations

Example: LinkedIn peer-to-peer discussion

peer-to-peer discussion

2. Call Triggers Calling no longer an isolated event Call triggers increasingly on screen social network email calendar alert Calls and online activity intrinsically linked

Calling no longer an isolated event

Call triggers increasingly on screen

social network

email

calendar alert

Calls and online activity intrinsically linked

3. Reduce the Impact Making calls can be disruptive move away from the on screen context find a phone, a number and dial Receiving calls can be disruptive interrupt current activity distraction from on screen context Can the impact of a call equate to a ‘Poke’?

Making calls can be disruptive

move away from the on screen context

find a phone, a number and dial

Receiving calls can be disruptive

interrupt current activity

distraction from on screen context

Can the impact of a call equate to a ‘Poke’?

4. Motivators Average audio page residency 150secs People will pay for the service bespoke integration advertising revenue membership and subscription revenue competitive differentiation

Average audio page residency 150secs

People will pay for the service

bespoke integration

advertising revenue

membership and subscription revenue

competitive differentiation

Beyond the Computer Context based calls move to other platforms Android 1.4 iPhone 2

Context based calls move to other platforms

Android 1.4

iPhone 2

Cozy Conversations Calls move from isolated wilderness Calls snuggle with context

Calls move from isolated wilderness

Calls snuggle with context

Questions? Tim Panton [email_address]

An eComm 2008 presentation – http://eCommMedia.com for more