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...
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 ≠ flock...
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 provide...
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
:...
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 r...
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 r...
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 ...
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 ...
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 ...
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 alw...
We have tools:
:: Cheap / Open source tools
:: (or platforms like Ning and Vox)
:: OpenID, OAuth, Open Social
:: Many serv...
We are learning how to do it:
:: Identify your social objects
:: Define your verbs
:: Design for emergence
:: Build connect...
small is the new big
Niche Online    Thank you for listening!
Social Networks
FTW!!           more information:
                      slideshar...
Niche Social Networks FTW!
Niche Social Networks FTW!
Niche Social Networks FTW!
Niche Social Networks FTW!
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Niche Social Networks FTW!

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This is a talk I gave to Web 2.0 Expo Berlin in October 2008. It repeats a small version of a longer talk (also on slideshare) about Kozarac - so if you want a longer version of that story please check my slideshare page.

Published in: Technology

Niche Social Networks FTW!

  1. 1. Niche Online Social Networks FTW!! Web2.0 Expo Berlin, October 2008 www.headshift.com Lee Bryant
  2. 2. Bye bye bubble. Hello real world :-(
  3. 3. d y! Pa ro Bye bye bubble. Hello real world :-(
  4. 4. d y! Pa ro Bye bye bubble. Hello real world :-(
  5. 5. d y! Pa ro Bye bye bubble. Hello real world :-(
  6. 6. This is a good thing
  7. 7. So... what’s our mission now, Tim?
  8. 8. #1: Work on stuff that matters
  9. 9. #2: Create more value than you capture
  10. 10. I think that intimate, niche social networks create more value than mass market advertising-funded build-to-flip Web 2.0 startups
  11. 11. Larger niche networks are doing well
  12. 12. Larger niche networks are doing well
  13. 13. In all other areas of life, we look for intimacy, exclusivity, common culture and a sense of belonging.
  14. 14. Why should online social networks be any different?
  15. 15. Here are some examples of how low-cost / free tools can be used to create social value for groups (where groups ≠ flocks of geeks)
  16. 16. A mentoring and learning network for people who can’t meet face to face
  17. 17. Wiki-based business mentoring network
  18. 18. 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. quot;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.quot; 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. quot;The results are amazing, we are seeing demonstrated evidence
  19. 19. Elements: :: Confluence wiki platform :: Delicious for link sharing :: Flickr for photos :: Webex for online meetings
  20. 20. Design Challenges: :: Danger of complexity :: Overcoming wiki disorientation :: Support ‘dip in’ and ‘deep dive’
  21. 21. A private members’ network for 1,400 specialist international media workers
  22. 22. Frontline club - wonderful content
  23. 23. New intimate private net for members
  24. 24. Elements: :: Movable Type 4.2 / OSS :: Twitter for messaging :: Dopplr for presence sharing :: Magnolia for link sharing :: Freeway for e-commerce
  25. 25. Design Challenges: :: Non-tech, ageing members :: Highly itinerant group :: Exclusivity vs openness
  26. 26. A creative social network dedicated to changing basic behaviours
  27. 27. We helped with the original site
  28. 28. New site launched by in-house team
  29. 29. Elements: :: Ruby on Rails :: Consumer video hosting :: Facebook application :: Twitter, Friendfeed & Flickr
  30. 30. Design Challenges: :: Patina: making it look lived in :: UGC vs Curated content :: Playful but meaningful
  31. 31. A (g)local social network to support returnees in a Bosnian town
  32. 32. kozarac 27k people pre-war. Destroyed and ‘cleansed’ in 1992. Return began 1999
  33. 33. Can ‘virtual’ repair ‘real’ community?
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. Blog as presence sharing tool
  40. 40. 6,900 forum posts by person Very tightly bound social network
  41. 41. 6,468 private messages Healthy centre/periphery balance
  42. 42. discussion > needs > funding > reality
  43. 43. Elements: :: PHPNuke :: Private forums :: Paypal
  44. 44. Design Challenges: :: Lack of resources locally :: Geographically dispersed users :: Balance between open / closed
  45. 45. Why am I showing you these?
  46. 46. Because this is the internet, not Facebook or MySpace
  47. 47. Innovation is about finding good problems to solve. Identify real human needs and find connected solutions - that is always a source of value
  48. 48. We have tools: :: Cheap / Open source tools :: (or platforms like Ning and Vox) :: OpenID, OAuth, Open Social :: Many services with open APIs
  49. 49. We are learning how to do it: :: Identify your social objects :: Define your verbs :: Design for emergence :: Build connected places, not sites
  50. 50. small is the new big
  51. 51. 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
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