.comOrganizing Local Groups and Revitalizing Local Communities Jaylynn Farr Munson COMM352 New Media Case Study
What is Meetup.com?“Meetup is the worlds largest network of local groups. Meetupmakes it easy for anyone to organize a local group or find one ofthe thousands already meeting up face-to-face. More than 9,000groups get together in local communities each day, each onewith the goal of improving themselves or their communities”(About, Meetup.com).
Background • Founded in 2002 by Matt Meeker and Scott Heiferman after Heiferman’s experiences in NYC after 9/11 • Experienced immediate success due to an aggressive Yahoo groups and blogs campaign • Now, 13.03 million members in 45,000 cities • More than 34,000 Meetups occur per month“Cocktails and Cupcakes” Girls Night Out Zurich, Switzerland
“Pack Walk in the Park”South Florida Pack Walk Hollywood, Fla.
“A Peak With a View”Peaks Meetup Group Seattle, Wash.
Strengths Opportunities “Real-world, face-to-face” Networking opportunities social media factor Product promotion Minimal fees ($12 per month) Focus groups Expansive community reach Partnerships with Interactive user interface organizations outside of Multiple Meetup categories Meetups Room for continued expansion
Weaknesses Threats Limited target Too business-like demographic approach Not enough publicity Other competitors, Inconsistent users BigTent and Groupspaces
New York Gaming Meetup Case StudyBrad Hargreaves, the founder of the “New York Gaming Meetup”,joined MeetUp.com in 2009. He saw an amazing opportunity in thesocial media site noticing the possibly to gather gaming industryenthusiasts in New York City after heading a gaming company in thecity for six months. Other organizations held regular gaming industryevents, however, these focused more on software developmentrather than the entire gaming community.
Opportunities: ◦ Attract investors, marketers, designers and gamers ◦ Define NYC gaming culture ◦ Cultivate networking and software development opportunities Threats: ◦ Difficulty in finding a venue and sponsors ◦ Minimal budget flexibility ◦ Lack of passionate initial interest
SuccessFor the first year, the New York Gaming Meetup event took place atGallery Bar in the Lower East Side of Manhattan (Hargreaves).Attendance was decent but not overwhelming at first, however, withina year, the New York Gaming Meetup garnered 3,000 members,making it an extremely successful MeetUp.com story (New YorkGaming Meetup). The New York Gaming Meetup is a prime exampleof an organizational strategy using MeetUp.com. Through a bit ofpatience and consistent monthly meetups, Hargreaves was able tocreate a large gaming fan base in New York City using minimalfunding and advertising resources. MeetUp.com allows meetups toform naturally.
Bread for the World could benefit from the use of MeetUp.com for: • Scheduling interest groups for hunger- related issues • Communicating with potential donors and activists • Organizing focus groups for researchMeetups for a Non-Profit
However, the following threats might exist for an organization like Bread: • Potential for group members to feel “pressured” into cause • Lack of interest • Inability to afford to pay Meetup.com dues and/or other expenses associated with group gatheringsMeetups for a Non-Profit
ReferencesBusiness.com. Using Meetup.com to Market Your Business. Retrieved February 21, 2013, fromhttp://www.business.com/guides/using-meetupcom-to-market-your-business-2883/Hargreaves, B. (2010, May 2). New York Gaming Meetup Case Study. Building Things. Retrieved February 19, 2013,from http://bhargreaves.com/2010/05/ny-gaming-meetup-study-hockey-sticks/Jeffries, A. (2011, January 21). The Long and Curious History of Meetup.com. The New York Observer. RetrievedFebruary 19, 2013, from http://observer.com/2011/01/the-long-and-curious-history-of-meetupcom/Marya, R. (2010, October 28). Five Tips for Startup Success from the CEO of Meetup. Mashable. Retrieved February 16,2013, from http://mashable.com/2010/10/28/startup-tips-meetup/McCue, T. Two Social Networks That Will Help You Meet People. American Express OPEN Forum. RetrievedFebruary 16, 2013, from http://www.openforum.com/articles/2-social-networks-that-will-help-you-meet-people/Meetup.com. Find Meetup groups near you - Meetup. Retrieved February 21, 2013, from http://www.meetup.com/New York Gaming Meetup (New York, NY) - Meetup. Find Meetup groups near you - Meetup. Retrieved February 21,2013, from http://www.meetup.com/gaming/Saltzman, D. (2011, July 21). Savvy Agents Use Meetup.com to Build Local Business. Travel Market Report. RetrievedFebruary 20, 2013,fromhttp://www.travelmarketreport.com/Content/publiccontent.aspx?pageID=1364&articleID=6106&LP=1