Web Analytics Association (WAA)

      Building a Social Network




                                           Presented ...
Needs Assessments
•   Audiences (primary/secondary/subsequent)

•   Competitive Landscape (Sphinn, Specialty Content netwo...
Technical Decisions (Jared/Marshall)

•   Open/Closed?

•   Domain Masking/ CSS Style Sheets mimicking main site

•   SSO ...
Rollout Process
• Content Strategy

• User Agreements

• Promotion

• Approval Process and Management

• Beta Testing and ...
Content Strategy and User Agreements
 • Content channels
   – Committee content
   – Vendor content
   – Consultant conten...
Promotion
• Leverage existing membership and community
  connections

• Leverage sponsors and vendor members

• Buy and re...
Approval Process and Management
 • Board of Directors

 • Committees and sub-committees

 • Volunteer Members

 • Operatio...
Beta-Testing and Training
• Communicating with vendor

• Training other committees and members in
  network testing and us...
Dealing with the Unexpected
• Competition

• Internal constraints

• Timing

• Refining process

• Vendor relations

• Ref...
Building A Social Network   Waa   1 17 07 V2 Draft
Building A Social Network   Waa   1 17 07 V2 Draft
Building A Social Network   Waa   1 17 07 V2 Draft
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Building A Social Network Waa 1 17 07 V2 Draft

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Here\'s some of the work I lead in building a Social Network for the Web Analytics Association

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Building A Social Network Waa 1 17 07 V2 Draft

  1. 1. Web Analytics Association (WAA) Building a Social Network Presented By: Marshall Sponder Elena Haliczer Jared Freedman Social Media Committee, WAA February 1st, 2007, Miami
  2. 2. Needs Assessments • Audiences (primary/secondary/subsequent) • Competitive Landscape (Sphinn, Specialty Content networks, and web analytics sources, groups, other reference points) • USP (Unique Selling Point) / WAA is the only professional association serving Web Analysts • Services (Mentorship, Networking, Viral Media (KickApps)) • KPI’s (quantitative/qualitative): membership increase to network/, tracking of influence on the web through rss and viral widgets • Revenue generation
  3. 3. Technical Decisions (Jared/Marshall) • Open/Closed? • Domain Masking/ CSS Style Sheets mimicking main site • SSO (Secure Sign on)? Open ID? (Kickapps had SOAP interface – we have to write code to it) – Jared • Membership Authentication (Open/Closed?) Unique Situation (existing user base)
  4. 4. Rollout Process • Content Strategy • User Agreements • Promotion • Approval Process and Management • Beta Testing and Training
  5. 5. Content Strategy and User Agreements • Content channels – Committee content – Vendor content – Consultant content • Influencers • User agreements – Existing membership – New members – Site visitors
  6. 6. Promotion • Leverage existing membership and community connections • Leverage sponsors and vendor members • Buy and resell advertising • Generate revenue • Manage advertising
  7. 7. Approval Process and Management • Board of Directors • Committees and sub-committees • Volunteer Members • Operations management company, Virtual
  8. 8. Beta-Testing and Training • Communicating with vendor • Training other committees and members in network testing and usage • Evaluating success • Deciding on next steps
  9. 9. Dealing with the Unexpected • Competition • Internal constraints • Timing • Refining process • Vendor relations • Refining technical decisions based on internal changes

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