289 leigh watson healy outsell ssp community and innovation 28may2008 ppt1

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  • 1. Monetizing Networks and CommunitiesWeb 2.0: Beyond the HypeSSP Pre-Meeting SeminarMay 28, 2008Leigh Watson HealyChief Analyst, Outsell, Inc. © 2008 Outsell, Inc. All rights reserved.
  • 2. 24eyes 24x7 News 43 Things 4INFO About.com ADDICTINGGAMES.CO AdGabber Advogato Aggregato Alesti Feed ReaderAllBusiness Alta Vista Babel Fish AmazonMechanical Turk Amobee AnswerBag Answers.com Applied Marketing Science, Inc. aSmallWorld Assignment Zero advertising aggregators ajax annotation attention behavioralBlogLines Attensa OnlineBeanRocket Bebo Big Idea Group BioMedNet BlackPlanet.com Blinkx Blip.tv blogs BlueDot Break BrightCove Broadcaster.com BullPoo Business.com Buzznet Cambrian House CarDomain Care2 CareerBuilder City-data.com Classmates.com Clip Syndicate Community of Science Consumating Covestor Crackle craigslistblogosphere books boomers business models citizen journalism Usability click Crowdfunding.com Cyworld DailyMotion Dandelife Daum Del.ciou.us Dell Demand Media Dictionary.com Digg Dodgeball.com DontStayIn Doostang Douban Ducati EA Online ecademy eConozco Editaste eFunda eHow EI Village eMindsource Encarta Enchanted Learning EngageMedia Entopia EntreMate ePALS Classroom Community FeedZilla Exchange Inc eSPIN Expert Witness Network ExpertVillage Facebook Faceparty Faculty of 1000 Faniq FeedBucket fraud commons FeedReader.net FeedShow.com consumerFidgt cooperation copying copyright FeedFeeds FeedLounge cool Findarticles.com Flickr Flirtomatic Flock Flurl Fotki Fotolog Free Translation FREEONLINEGAMES.COM Friends Reunited Friendster Frühstückstreff Gaia Online GatherGenerate Geni.com GlobalSpec GodTube GoFish Goldcorp Challenge Google Google Reader Google Scholar Google Video Participation culture cyberlaw design digital cocooning digital natives Grabline.com Graduates.com Grono.net GuildCafe Guru.com Haystack hi5 Hoover’s Hyves Ideastorm iFilm iStockphotoMEETin imeem ITToolbox IndiaNews iWiW InfoPlease.com Jaiku distraction DRM Sharing e-books enterprise 2.0 environment epaper flat Last.fm Meetup.com MetaCafe metaRSS Lego MiGente.com LibraryThing MINICLIP.COM Mixi mnemomap Jambo LinkedIn Mochila Web 2.0 Inkling Markets Inmobile Jobster LiveJournal InnoCentive Joga Bonito Intota IRC-Galleria Kaneva Kinja Kiva.org KnowledgeStorm LiveLeak LookSmart.com LunarStorm Manta Marketocracy MOG Monster Moreover Technologies Mososo Mozilla MSN Games MSN Soapbox Multiply Multiverse Network My Opera Community My Yahoo! MyChances.net MyChurch My-Currency MyNewsbot MySpace myYearbook Nature Publishing Group NBX NewsGator Net Promoter NetInformer Netlog Conversation gaming global internet ipodNewsBurst folksonomy free fun gamesNetscape Netvibes Neurona NewsIsFree NewsNow NewsOnFeeds Newsvine NewAssignment.Net NewsAlloy Nexopia NineSigma Ning NowPublic Nuance OhMyNews OkCupid One World TV Open Directory Project orkut Our Media OUTeverywhere Oxford Analytica millennials Innovation Pajamas Media Passado Pearson Education PeekVid Pickheads Pickspal Piczo Playahead Plazes Pluck library2.0 Primary Insight ProfileHeaven Protopage tail maps marketingRateItAll Pownce Pressrank local location-aware long PutFile QubeTV RealArcade Reddit Reunion.com Revver Rezzibo Rocket Rojo Round Table Group RssPress.it Rummble Ryze Salesforce.com MMOGShelfari Shockwave.com slashgeo neutrality networking news online open access Sharkle mobility music net Science Navigation Group Scintilla Sconex Searchles SmartPlanet.com So You Wanna SecondLife Sofomo Soundpedia Sermo Sportsvite sevenload sexi Shared Insights, Inc. Stage6 Steve Jackson Games StudioDell Studivz Stumbleupon Sunday Strategy Swarm of Angels Swicki Beta Swivel Tabber TagWorld TakingITGlobal Techquila Shots TechTarget The Student Center The Well Third Screen Media ThomasNet ForumsThreadless Todou TopCoder Topix TravBuddy.com Travellerspoint Tribe.net Twango Twitter Umbria UpToDate uVu Veoh Vimeo Visible Path Vistage International Vizu Vmix Vox Voxant Vuze Wagerline WAYN We Are Smarter than Me WebBiographies WebEx WikipediaWildTangent Network Windows Live Spaces Woophy Work.com Xanga XING XpertUniverse Yahoo Buzz Game Yahoo HotJobs Yahoo Video Yahoo! Yahoo! 360° Yahoo! Answers Yahoo! Games Yahoo! MyWeb Yahoo_mash Yelp Yet2 YodPod Yoqoo You Are TV Your Encore 2008 Outsell, Inc. All rights reserved. © YouTube YRUHRN Zaads 2 Zillow.com Zoints ZoomInfo Zooomr Zopa Zylom
  • 3. Web 2.0 Definition• A web of relationships• A web of empowerment• A platform for application development.It is where the power of information, application, andpeer-to-peer collective intelligence meet to dosomething – whether communing, purchasing, orpracticing medicine… © 2008 Outsell, Inc. All rights reserved. 3
  • 4. The Web 2.0 Environment Individual users, consumers, business pros, enterprisesSearch &Access Web 1.0 Open Web Portals/Sites - Enterprise 1.0 Portals Web 2.0 technologies… Blogging * Wikis * RSS * Widgets Ruby * SOAP * XML * Open Source Software Mobile * Ajax * CSS * SaaS * Ontologies Manifest in web 2.0 as… Social Networks * Mashups * User-Generated Content Community/Sharing * Professional Networking Expert Networks * Crowdsourcing © 2008 Outsell, Inc. All rights reserved. 4
  • 5. Networks Evolving Consumer Social Networks Collegiate Social Networks Professional Social Networks Enterprise Networks Sharing Conversing Problem Solving Crowdsourcing © 2008 Outsell, Inc. All rights reserved. 5
  • 6. Network Definitions – Primary Goal• Professional Networking – To network for job-seeking, sales prospecting, or other key finding activity• Community/Sharing – To advance and exchange professional knowledge between peers• Expert Network – To advance professional knowledge and/or problem-solve by seeking information and guidance from experts or authoritative individuals versus authoritative content• Crowdsourcing – To source user knowledge / contribution / activity to produce something—part of a contribution to someone or something’s “cost of goods” © 2008 Outsell, Inc. All rights reserved. 6
  • 7. Emerging Business Models AroundCommunity © 2008 Outsell, Inc. All rights reserved. 7
  • 8. Business Models Recap Ad-Based/Sponsored Blended Subscription TransactionalProfessional Facebook ecademy inmobileNetworks Doostang Jobster LinkedIn Ryze Spoke XINGKnowledge Advogato TechTarget Community of ScienceSharing BullPoo Vistage International Corporate Executive Covestor Board eHow SERMO GlobalSpec CR4 The Well ITToolbox MyVing Scintilla ThomasNet ForumsExpert ALM experts.com Expert Witness Network Your Encore Primary InsightNetworks Experts Direct Gerson Lehrman Group Oxford Analytica Round Table Group eMindsource LECG UpToDate Intota NineSigmaCrowd- AllExperts Marketocracy Faculty of 1000 Amazon Mechanical Turksourcing Answers.com Guru.com Swarm of Angels Big Idea Group Del.icio.us AnswerBag Cambrian House Digg Swivel Preview Idea Connection Newsvine InnoCentive My-Currency iStockphoto Stumbleupon NowPublic Work.com Yet2 Yahoo! Answers Zopa Yelp Wikipedia © © 2008 Outsell, Inc. rights reserved. 2008 Outsell, Inc. All All rights reserved. 8
  • 9. Work Processes Redesigned byCommunity-Based Innovation New ways to gather customer input Tribal marketing & product development Reinventing R&D © 2008 Outsell, Inc. All rights reserved. 9
  • 10. Open Innovation Rewriting Rules of R&D kluster © 2008 Outsell, Inc. All rights reserved. 10
  • 11. Community By and For PhysiciansSource: www.sermo.com © 2008 Outsell, Inc. All rights reserved. 11
  • 12. Open Forums Redesigning Scholarly CommunicationsSource: network.nature.com © 2008 Outsell, Inc. All rights reserved. 12
  • 13. Ten Communities to Watch © 2008 Outsell, Inc. All rights reserved. 13
  • 14. Issues & Challenges• Associations are MIA• Member ownership is key• Advertising not the best model• Third-party revenue is golden• Fortunes are not being made• Movement to gated communities © 2008 Outsell, Inc. All rights reserved. 14
  • 15. Who’s Poised to Disrupt• Who can disrupt? • Information users, authors, researchers • Providers who give direct access to users • Those who nurture community• Who will be disrupted? • Market research providers • Images, news, anything users can generate • Closed systems • GLG & LECG vs. Sermo & Nature • Google Facebook • Enterprise work processes © 2008 Outsell, Inc. All rights reserved. 15
  • 16. DiscussionWhat Are You Seeing? © 2008 Outsell, Inc. All rights reserved. 16
  • 17. Outsell is the only worldwide market research and consulting company that delivers must-have intelligence and advice to publishers and information providers. We analyze markets, companies, and trends, and provide fact-based recommendations for high-level executives and product development, marketing, and strategy teams. In addition, we work with information managers to benchmark spending and demonstrate best practices. Outsell invests significantly in original research each year to guide clients in optimizing their strategies, plans, and performance.Clip Art in this document is © Microsoft, Corp. Outsell, Inc. is the sole and exclusive owner of all other copyrights in this document, including but not limited tothe textual and graphic content and the organization, layout, and display of the information and data contained herein. As a user of this document, youacknowledge that you are a licensee of Outsells copyrights and that Outsell, Inc. retains title to all Outsell copyrights in the document. You are not permittedto resell, distribute, disseminate, disclose, copy, or otherwise make use of the information contained in this document unless your organization has obtained acontent license from Outsell. Wherever and whenever the document, or any portion thereof, is disseminated by your organization with the permission ofOutsell, Inc., it must bear the following in a prominent location: “© Outsell, Inc. All rights reserved.”The information, analysis, and opinions (the “Content”) contained herein are based on the qualitative and quantitative research methods of Outsell, Inc. andits staff’s extensive professional expertise in the industry. Outsell has used its best efforts and judgment in the compilation and presentation of the Contentand to ensure to the best of its ability that the content is accurate as of the date published. However, the industry information covered by this report issubject to rapid change. Outsell makes no representations or warranties, express or implied, concerning or relating to the accuracy of the Content in thisreport and Outsell assumes no liability related to claims concerning the Content of this report. © 2008 Outsell, Inc. All rights reserved. 17