Your SlideShare is downloading. ×
0
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Planys Niche Social Network Overview
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Planys Niche Social Network Overview

442

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
442
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. INTERNAL NICHE SOCIAL NETWORK OVERVIEW
  • 2. Internal Niche Social Networks DIGITAL MARKETING Digital Marketing expenditure is growing very rapidly – 9% in 2013 alone. Magazine advertising is shrinking b 3% per year. For every $1Bn of sales $25M is spent on Digital Marketing. 50% of all DM spend is outsourced (Agency) 24.1% of DM spend is digital advertising, content generation and management
  • 3. Internal Niche Social Networks DIGITAL MARKETING Agency sourced creative content generation and Social Media campaigns are the major components of DM spend DM activities focus on viral content sharing and social media engagement (i.e. ‘Likes’ and ‘Sharing’) BUT HOW EFFECTIVE IS THIS AS A METHOD OF CUSTOMER ENGAGEMENT?
  • 4. INTERNAL Niche Social Networks HOW DOES IT WORK? Your Digital Marketing $
  • 5. INTERNAL Niche Social Networks HOW DOES IT WORK? Agencies - extract content generation & campaign management revenue
  • 6. INTERNAL Niche Social Networks HOW DOES IT WORK? Facebook - extracts your customer’s social data which is then used to generate revenue from ‘targeted’ banner ads
  • 7. INTERNAL Niche Social Networks HOW DOES IT WORK? You – return short term increased awareness expressed in anonymous ‘Likes’ and ‘Shares’ – but no customer data.
  • 8. INTERNAL Niche Social Networks HOW DOES IT WORK? The cycle repeats – because your competitors are doing the same thing and you need to create differentiation.
  • 9. INTERNAL Niche Social Networks RECENT REPORTS SAY “Facebook is failing marketeers”..“..the vast majority of Facebook interaction is now almost entirely based on conventional Web 1.0 banner ads…………..less than 15% of display ads make use of Facebook’s social data to target relevant audiences....” (Nate Elliot Forester Research Oct 2013) 1 in 3 companies that do measure ROI report negative ROI Exceptional examples of success are often held up as the rule Campaigns focus on short term awareness based on creative content - rather than genuine customer engagement!
  • 10. INTERNAL Niche Social Networks ITS JUST ADVERTISING Facebook generates ad revenue based on page impressions rather than genuine customer engagement This is really no different from conventional broadcast/publication advertising Does not fulfil the ‘customer engagement’ promise of social media marketing. Fails to exploit the Social Media opportunity But – its even more serious than that!
  • 11. INTERNAL Niche Social Networks Why? There is only one reason – Data! Social Media channels are becoming the new custodian of customer data – demographics wants and aspirations! Brands stand to lose the lifeblood of their business – a deep understanding of their customers. Will Brand Market Cap fall in proportion to Social Media’s overvaluation? Brand Market Cap Social Media market cap is currently $190Bn – more than18 times the predicted value of the Social Media market in 2017. i.e. hugely over valued by conventional measures. (Forbes November 2013) Social Media Market Cap $ MARKET CAP
  • 12. INTERNAL Niche Social Networks AN ALTERNATIVE This might be fine for some Brands - but for others interested in truly engaging with customers there is an alternative approach. Dedicated/Niche/Vertical Social Networks - based on INTERESTS: • More directly relevant - members specific interests • More engaging for members - more frequent interaction • Greater value to both subscribers and Brands Niche Social Networks offer: • Deeper engagement with your community of customers • Peer generated content and self sustained interest • Access to Social Data - you own the data • New revenue opportunities - highly targeted ads & sponsorship • A unique new way to compete
  • 13. INTERNAL Niche Social Networks THE RISE OF NICHE Niche Networks are on the rise • Quora (Interest Focused) – 500,000 members within 1 year • Kaboodle (Shoppers Network) – 800,000 members, 12M visits/ mth • Ravelry (Knitting & Crocheting) – 3.5M members • Flixter (Movies) – 15M/month • RealRider (Motorbiking) – 12,000 UK members since Feb 2013 By Contrast.. The Guardian April 2013 In the last month, the world's largest social network has lost 6m US visitors, a 4% fall, according to analysis firm SocialBakers. In the UK, 1.4m fewer users checked in last month, a fall of 4.5%. The declines are sustained. In the last six months, Facebook has lost nearly 9m monthly visitors in the US and 2m in the UK.
  • 14. INTERNAL Niche Social Networks P+N+S = INTEREST Social INTEREST is a combination of: Passion - the level of dedication that a user is prepared to apply to the subject matter. Need - to what extent the subject matter is required to perform a professional function or to support family or social life. Spend - the level of expenditure associated with the subject matter may in itself be enough to drive interest - everybody wants value for money and to make the right purchasing decisions.
  • 15. INTERNAL Niche Social Networks P+N+S = INTEREST Niche Social Neworks are more effective when the Social Interest Weighting of your subject matter outweighs that of the average Facebook campaign
  • 16. INTERNAL Niche Social Networks P+N+S = INTEREST Agencies Get – less of your money for incremental creative content generation.
  • 17. INTERNAL Niche Social Networks P+N+S = INTEREST Facebook Gets – less of your money for ads and less of your customers data. Instead it is used to feed potential customers to your Niche Social Network..
  • 18. INTERNAL Niche Social Networks P+N+S = INTEREST You Get – deeper engagement, sustained interest, your own customer data, reduced DM spend, control over features/ functions/relationship rules, new revenue opportunities.
  • 19. INTERNAL Niche Social Networks P+N+S = INTEREST Your Customers Get – higher value social interaction and relevant features & functions, based on subject matter that they are genuinely interested in.
  • 20. INTERNAL Niche Social Networks COMPARISON
  • 21. INTERNAL Niche Social Networks ROI Conventional SM Networks Niche SM Networks
  • 22. INTERNAL Niche Social Networks SYSTEM OVERVIEW
  • 23. INTERNAL Niche Social Networks SYSTEM OVERVIEW Unique functionality and content based on your subject matter and member interests
  • 24. INTERNAL Niche Social Networks SYSTEM OVERVIEW Control over social relationships, content distribution and direct engagement with members
  • 25. INTERNAL Niche Social Networks SYSTEM OVERVIEW Drive membership using conventional social media and ‘must have’ applications
  • 26. INTERNAL Niche Social Networks SYSTEM OVERVIEW New monetization opportunities based on targeted ads/ spons, subscriptions & ecommerce
  • 27. INTERNAL Niche Social Networks EXAMPLE REALRIDER - A dedicated social network for Motorcyclists
  • 28. INTERNAL Niche Social Networks INTEREST WEIGHTING Motorcyclists are extremely passionate about their bikes. There is significant nostalgia, aspiration and recreational activity around the subject. The need is to stay safe. Motorcyclist s are 3 times more likely to be fatally injured in an accident than any other motoring group. Skills, hazards and emergency responses are all significant factors. Clearly motorcycles themselves are a major purchase. However, aftermarket items, insurance and accessories are also expensive contributing to and average cost of ownership of around $8000p.a. Heavy. Motorcycling is a serious hobby featuring significant Passion, Need and Spend for the enthusiast
  • 29. INTERNAL Niche Social Networks KEY FUNCTIONS Real time GPS route tracking allows users to record and share routes. Users also record POI’s such as fueling points, places to stay, places to eat, scenic views and road hazards to share with other users Full range of typical social media message board and relationship tools. Additional social functions such as your ‘GARAGE’ which is a place to store and share information about the bikes you have owned and the bikes that you aspire to own. Events calendar – publishing public and private events
  • 30. INTERNAL Niche Social Networks KEY FUNCTIONS REALSafe – a crash detection Smartphone application that uses motion sensors to detect possible crash events. On detection users have 90s to confirm that they are OK – otherwise a message is sent to emergency services containing: Use ID, blood type, location, incident severity This is the only UK Emergency Services approved application of its type.
  • 31. INTERNAL Niche Social Networks MEMBER AQUISITION Pick up referral codes in motorcycle dealerships Free membership bundled into insurance policy renewals REALSafe application available in Apple & Android stores REALRIDER Facebook page Push links to Facebook & Twitter to share comments & routes
  • 32. INTERNAL Niche Social Networks MANAGEMENT Full range of typical and some custom social media functions. Content collections of images and video generated by users. Sponsored, promotional collections provided by motorcycle brands. Launch hosting and technical support provided by Planys Cloud
  • 33. INTERNAL Niche Social Networks MONETISATION Monthly subscription for REALSafe application Highly targeted demographic for Motorcycle brands Button & banner advertising Real time text sensing returns context based ads Sponsored collections and event publications Data brokering Revenue share - insurance policy referral – Devits Insurance Merchandise sales
  • 34. INTERNAL Niche Social Networks NATURAL HOSTS So should any organisation implement a Niche Social Network? There are some things to bear in mind! Social Interest Weighting should be heavy enough to sustain interest for users. Passion needs to be genuine and not synthetic. Nobody is really actually passionate about Coke – that’s just marketing hyperbole. A perception of independence is important – people do not want to feel that they are being sold to. This may appear to preclude Brands that operate in a competitive environment. But it would not preclude Brands that are in themselves iconic or embody the interest itself.
  • 35. INTERNAL Niche Social Networks PUBLISHERS Newspaper & Magazine ad revenue shrinking at 3% per year – while mobile & social media advertising is growing at 24.5% p.a. (Telegraph Dec 2013)
  • 36. INTERNAL Niche Social Networks PUBLISHERS Newspaper & Magazine ad revenue shrinking at 3% per year – while mobile & social media advertising is growing at 24.5% p.a. (Telegraph Dec 2013) Stem the loss of market share
  • 37. INTERNAL Niche Social Networks PUBLISHERS Newspaper & Magazine ad revenue shrinking at 3% per year – while mobile & social media advertising is growing at 24.5% p.a. (Telegraph Dec 2013) Stem the loss of market share Immediate community based on readership. Leverage members from Social Media channels
  • 38. INTERNAL Niche Social Networks PUBLISHERS Newspaper & Magazine ad revenue shrinking at 3% per year – while mobile & social media advertising is growing at 24.5% p.a. (Telegraph Dec 2013) Stem the loss of market share Immediate community based on readership. Leverage members from Social Media channels Existing advertising relationships & content generation capability
  • 39. INTERNAL Niche Social Networks COLLECTIBLES Provide a social environment for your customers to indulge their passion
  • 40. INTERNAL Niche Social Networks COLLECTIBLES Provide a social environment for your customers to indulge their passion Direct path to purchase & new revenue streams such as advertising, vouchers, sponsorship and secondary market sales
  • 41. INTERNAL Niche Social Networks COLLECTIBLES Provide a social environment for your customers to indulge their passion Direct path to purchase & new revenue streams such as advertising, vouchers, sponsorship and secondary market sales Provide a point of introduction for new enthusiasts by driving traffic from other social networks
  • 42. INTERNAL Niche Social Networks EVENTS & SHOWS Extend the conversation before and after the event
  • 43. INTERNAL Niche Social Networks EVENTS & SHOWS Extend the conversation before and after the event. Maximize participation & booking revenues
  • 44. INTERNAL Niche Social Networks EVENTS & SHOWS Extend the conversation before and after the event. Maximize participation & booking revenues Identify influencers and key figures
  • 45. INTERNAL Niche Social Networks EVENTS & SHOWS Extend the conversation before and after the event. Maximize participation & booking revenues Identify influencers and key figures Become a source of market intelligence by understanding what customers really want
  • 46. INTERNAL Niche Social Networks PROFESSIONAL Trade associations, professional bodies & networks
  • 47. INTERNAL Niche Social Networks PROFESSIONAL Trade associations & professional bodies & networks Provide an online place for professional interaction & exchange
  • 48. INTERNAL Niche Social Networks PROFESSIONAL Trade associations & professional bodies & networks Provide an online place for professional interaction & exchange Publish business & job opportunities. Find collaborative partners
  • 49. INTERNAL Niche Social Networks PROFESSIONAL Trade associations & professional bodies & networks Provide an online place for professional interaction & exchange Publish business & job opportunities. Find collaborative partners Source of peer to peer professional education, training and discussion of industry issues
  • 50. INTERNAL Niche Social Networks FOR MORE INFO Please contact: PLANYS CLOUD LIMITED Carnegie Conference Centre, Halbeath Road Dunfermline, Fife KY11 8DY www.planyscloud.com Joe Henry E-mail: joe@planys.com Mobile: +44 (0) 7970578266

×