A class presentation for a project in Management Information Systems class at Miami University. The client, new to the realm of social networking, was exploring options for family-friendly sites and network ideas. I was presented with the challenge of reviewing a current social network (ExpertVillage) and then making a recommendation of whether the firm should pursue a buy-out, or develop their own network. In the following slides, my team's recommendation's and findings are documented. Our proposed new venture is The Front Porch, a mix of social networking and social video site that seeks to gather families around meaningful activities that encourage growth and learning.

1. A Study In Using Social Networking To Enhance
User Experience and Engage Your Audience

2. “ExpertVillage.com offers the largest choice of
professionally produced and researched videos, to
answer your everyday questions with answers you can
trust.”

4. Pays “Experts” for Videos
=$26.67/video

5. Profits From Advertising

6. Traffic Sources
Strong Focus On:
• Affiliate Links
• Organic Search
• Social Media Channels

7. Users
A large audience, but in comparison to rival services, Expert
Village lacks strong growth and user engagement.

8. Large User Base

9. Engagement & Growth
3 Minutes/Visit
74.5% Year Growth
7 Minutes/Visit 7 Minutes/Visit
136% Year Growth

10. Options for Action
Buy
Vs.
Start Own Social Network

11. Buy

12. Costs
-Too Expensive. Cost won’t justify returns.
-Too Complicated. Through large company, Demand
Media. (Yahoo’s $2 billion dollar attempt failed)

13. Strengths
• Large User Base, 1.2 million visitors/month.
Strong community already exists. Potential for
future growth.
• Save time on development and marketing
efforts.

14. Weaknesses
• Much of content not relevant to Front Porch
Entertainment.
• Crowded space, does not stand out from
competition.
• Costs too high, better option (starting own)
exists.

15. Start Own Social Network

16. Yes.

17. Source: Forrester Research, 2008

19. First Thought?
• Personal Family Social Network: With the
ability to customize your own family pages.
-Share photos, messages, updates, events.

20. Problems
• A much too crowded, competitive space.
…and more

21. Next… A Virtual World for
Families?

22. Problems
…family oriented brands are already
deeply embedded
In this industry.
Bad news for virtual world industry when Google fails….

23. “Where The Family Gathers”

24. • The Front Porch will be a social media channel
focused on family oriented content.
Content will be shared on the Front Porch, and discussions will
be facilitated in the Neighborhood.
….A Media Channel + Social Network Site

25. A Media Channel
• Content will consist of family orientated, and
family friendly videos.
• A focus on “How To” videos and tutorials for
the family.

26. A Social Network
• The Neighborhood will serve as the
networking component.
• Use CGM to support videos, topics, tutorials.
• Interaction between content creators and viewers.
Advice forums and discussions.
• Adds support, value, and interactivity.

27. • Videos For The Parents
- “How To Plan A Great Family Road Trip”
• Videos For The Children
– “How To Win At Hide-N-Go Seek”
• Videos For Both
– “How To Build An Awesome Tree House”

28. Advertising
• Focus on providing family-relevant advertising, that
works to actually enrich user experience.
• Relevant to the message and content on the particular
page.

32. Security
• Family relevant and friendly advertising.
• Monitor comments and discussions
– Built in spam filters and methods
– Human efforts. Ability to “flag” content.
•Strong suite of personal privacy options and features
•Strive for highest ratings with Family Online Safety Institute, SafeSurf, etc.

33. Costs
• Custom Build: $25-50k
• Utilize White Label Social Networks and Video Providers:
-Hundreds of choices.
-Range: Free  $ Millions

34. Strategy
• Use established brands/services to help
support new service. (Affiliate, Alliances)

35. We Asked The Experts…

36. Nick Seguin
• Miami University Graduate
• Head of Business Development, dynamIt Technologies, a
Columbus based Web Engineering + Design Firm.
quot;Front Porch Entertainment has an opportunity to build Social
Networking and Media into not only marketing campaign(s), but
into the foundation of how they communicate with
clients and industry. This networking, implemented and executed
strategically, allows for open and fluid dialogue with the world;
this is truly the only way anyone
with a client or a customer, no matter the industry, will survive.quot;

37. Gary Vaynerchuk
• Grew his family wine business from $4 million in sales
to $50 in sales in 5 years, largely through the use of
social media and internet involvement.
• Featured on Conan O’Brien, Mad Money, Nightline, The
Big Idea, Wall Street Journal.
• Considered to be one of the leading experts on social
media, social networks, and internet strategy.

38. “If Front Porch Entertainment does not leverage social
networking and media , it will be another company that has
positioned itself for failure. The landscape of how
consumers interact with products and content has
fundamentally changed so much that there
are few people who have totally grasped it… make sure
Front Porch Entertainment is one of them”

39. Jeremiah Owyang
•Senior Analyst, Social Computing, Forrester Research
“Front Porch must first find the technographics of the market
they're serving before determining which tools and features to
use (this is actual advice I give each of my clients)”

40. Pete Blackshaw
• Vice President, Digital Strategic
Services, Nielsen Online.
• Brand Manager, Procter & Gamble Interactive
• Author: quot;Satisfied Customers Tell Three
Friends, Angry Customers Tell Three Thousand:
Managing a Business in the Age of Consumer
Control.quot;

41. “What’s important is how you segment within the certain
communities. There is lots of family focus out there today
like iVillage, Mom Blogs, etc. so connect with them. “
“It is also important to know that we are on the cusp of a
major mobile revolution. The ability to view instructions
for parents on their cell phones while on-the-go from The
Front Porch is attractive.”

42. • The Front Porch will be “Where The Family Gathers”
• A positive, useful, family-oriented site that allows
discussions and discovery.
…..Will allow Front Porch Entertainment a useful tool to
provide families with a great experience, while
becoming profitable through smart monetization
efforts and relevant strategic partnerships.