Niche Online
Social Networks
FTW!!
Web2.0 Expo Berlin,
October 2008
www.headshift.com
Lee Bryant

Bye bye bubble. Hello real world :-(

d y!
Pa ro
Bye bye bubble. Hello real world :-(

d y!
Pa ro
Bye bye bubble. Hello real world :-(

d y!
Pa ro
Bye bye bubble. Hello real world :-(

This is a good thing

So... what’s our mission now, Tim?

#1: Work on stuff that matters

#2: Create more value than you capture

I think that intimate, niche social
networks create more value than
mass market advertising-funded
build-to-flip Web 2.0 startups

Larger niche networks are doing well

Larger niche networks are doing well

In all other areas of life, we look
for intimacy, exclusivity, common
culture and a sense of belonging.

Why should online social
networks be any different?

Here are some examples of how
low-cost / free tools can be used to
create social value for groups
(where groups ≠ flocks of geeks)

A mentoring and learning network for
people who can’t meet face to face

Wiki-based business mentoring network

2008 Submissions MentorNet
Listening
The MentorNet program provides an intimate business social
Talking
network that supports entrepreneurial women to grow their
Energizing
businesses through education, networking, and mentoring
Supporting over a period of six months.
Embracing
MentorNet was the first national mentoring program for
Managing women in business to be launched in Australia and the first to
Social Impact use Web2.0 technologies (blogs, wikis, social networks,
Headshift webinars, photo-sharing and social bookmarking) to provide
2007 Winners education and mentoring in an enriched technology enabled
http://headshift.com/projects/
FAQ 2008/06/mentornet.php experience.
Since January 2007, 6 programs have been successfully
completed by 127 Mentorees, together with 29 Mentors.
\"Today's technologies allow us to tap into the richness of this
country's business thinking and education and delivers that
direct to aspiring businesswomen in all parts of the country to
help them grow their businesses— time and distance are no
longer barriers. The MentorNet program offers something
totally new—using the latest online community and learning
methodologies.\"
MentorNet is designed to put theory into action over a 6
month period. The participants are expected to set outcomes,
attend the webinars in business skills, work with a mentor and
(finalist in Groundswell awards)
small peer group to develop a business plan that they can
action during and after the program. Sustainability of these
businesses is a high priority and focus.
\"The results are amazing, we are seeing demonstrated evidence

Elements:
:: Confluence wiki platform
:: Delicious for link sharing
:: Flickr for photos
:: Webex for online meetings

Design Challenges:
:: Danger of complexity
:: Overcoming wiki disorientation
:: Support ‘dip in’ and ‘deep dive’

A private members’ network for 1,400
specialist international media workers

Frontline club - wonderful content

New intimate private net for members

Elements:
:: Movable Type 4.2 / OSS
:: Twitter for messaging
:: Dopplr for presence sharing
:: Magnolia for link sharing
:: Freeway for e-commerce

Design Challenges:
:: Non-tech, ageing members
:: Highly itinerant group
:: Exclusivity vs openness

A creative social network dedicated
to changing basic behaviours

We helped with the original site

New site launched by in-house team

Elements:
:: Ruby on Rails
:: Consumer video hosting
:: Facebook application
:: Twitter, Friendfeed & Flickr

Design Challenges:
:: Patina: making it look lived in
:: UGC vs Curated content
:: Playful but meaningful

A (g)local social network to support
returnees in a Bosnian town

kozarac
27k people pre-war. Destroyed and
‘cleansed’ in 1992. Return began 1999

Can ‘virtual’ repair ‘real’ community?

1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07
normal odd X --> the war justice? return begins rebuilding reclaiming
Between 1992 and 1999 the town
existed primarily in the virtual realm,
and from 1999, Kozarac web sites
helped support the process of return

1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07
normal odd X --> the war justice? return begins rebuilding reclaiming
first diaspora-led sites

1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07
normal odd X --> the war justice? return begins rebuilding reclaiming
first diaspora-led sites
recovering memory online

1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07
normal odd X --> the war justice? return begins rebuilding reclaiming
first diaspora-led sites
new wave
recovering memory online

1990 91 92 93 94 95 96 97 98 99 2000 01 02 03 04 05 06 07
normal odd X --> the war justice? return begins rebuilding reclaiming
first diaspora-led sites
new wave
recovering memory online
kozarac.ba

Blog as presence sharing tool

6,900 forum posts by person
Very tightly bound social network

6,468 private messages
Healthy centre/periphery balance

discussion > needs > funding > reality

Elements:
:: PHPNuke
:: Private forums
:: Paypal

Design Challenges:
:: Lack of resources locally
:: Geographically dispersed users
:: Balance between open / closed

Why am I showing you these?

Because this is the internet,
not Facebook or MySpace

Innovation is about finding good
problems to solve. Identify real human
needs and find connected solutions -
that is always a source of value

We have tools:
:: Cheap / Open source tools
:: (or platforms like Ning and Vox)
:: OpenID, OAuth, Open Social
:: Many services with open APIs

We are learning how to do it:
:: Identify your social objects
:: Define your verbs
:: Design for emergence
:: Build connected places, not sites

small is the new big

Niche Online Thank you for listening!
Social Networks
FTW!! more information:
slideshare.net/leebryant
Web2.0 Expo Berlin, www.headshift.com
October 2008
www.headshift.com
image credits:
the bbp
dawnzy58
givepeasachance
alvy
the maroon
Jeff Youngstrom
Lee Bryant
Lee Bryant attribution 2.0 generic