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The Social Network Compass

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A functional tool for choosing which Internet social networks in which to engage and to what degree.

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The Social Network Compass

  1. 1. Connect with Mike
  2. 2. The Social Network Compass Ebook February, 2010 By Mike Hanbery, MBA Navigate your course through Internet Social Networks.
  3. 3. The Social Network Compass Navigating Your Course Through Internet Social Networking Mike Hanbery, M.B.A .
  4. 4. Goals that Make Sense <ul><li>Brand development </li></ul><ul><li>Thought leadership </li></ul><ul><li>Information acquisition </li></ul><ul><li>Relationship development </li></ul><ul><li>Customer retention </li></ul>
  5. 5. Goals that Don’t Make Sense <ul><li>Instant gratification </li></ul><ul><li>Near term customer acquisition </li></ul><ul><li>A quick buck </li></ul>
  6. 6. Goals of the Compass <ul><li>To help the user: </li></ul><ul><li>Choose which Internet social networks in which to participate. </li></ul><ul><li>Determine degree of engagement within them </li></ul>
  7. 7. Steps for Using the Compass <ul><li>Plot the network </li></ul><ul><li>Plot the user </li></ul>
  8. 8. Elements of the Premise <ul><li>Culture </li></ul><ul><li>Social Capital </li></ul>
  9. 9. The Social Network Compass
  10. 10. Steps for Using the Compass <ul><li>Plot the network </li></ul><ul><li>Plot the user </li></ul>
  11. 11. Network Examples <ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Meetup and Ning </li></ul><ul><li>Three niche networks </li></ul>
  12. 12. Network Plot Criteria <ul><li>Culture </li></ul><ul><li>Barrier to Entry </li></ul><ul><li>Size </li></ul>
  13. 13. LinkedIn <ul><li>Culture: Overtly business </li></ul><ul><li>Barrier to Entry: None </li></ul><ul><li>40 Million Users </li></ul>
  14. 14. The Social Network Compass
  15. 15. Facebook <ul><li>Culture: Casual, Personal + Professional </li></ul><ul><li>Barrier to Entry: None </li></ul><ul><li>300 Million Users </li></ul>
  16. 16. The Social Network Compass
  17. 17. Meetup and Ning <ul><li>Culture: Defined by Group/Network </li></ul><ul><li>Barrier to Entry: None </li></ul><ul><li>Group sizes: Very small </li></ul>
  18. 18. The Social Network Compass
  19. 19. Niche Network: Affluence <ul><li>www.affluence.org </li></ul><ul><li>Culture: Exclusive </li></ul><ul><li>Barrier to Entry: High </li></ul><ul><li>Group size: Small </li></ul>
  20. 20. Niche Network: Sermo <ul><li>www.sermo.com </li></ul><ul><li>Culture: Exclusive </li></ul><ul><li>Barrier to Entry: High </li></ul><ul><li>Group size: Small </li></ul>
  21. 21. Niche Network: Stracka <ul><li>www.stracka.com </li></ul><ul><li>Culture: Fun </li></ul><ul><li>Barrier to Entry: None </li></ul><ul><li>Group size: Small </li></ul>
  22. 22. The Social Network Compass
  23. 23. Steps for Using the Compass <ul><li>Plot the network </li></ul><ul><li>Plot the user </li></ul>
  24. 24. User Plot Criteria <ul><li>Three Key Personas </li></ul><ul><li>Degree of Engagement </li></ul><ul><li>Connect Goals/Philosophy </li></ul>
  25. 25. Sample User Example <ul><li>Three Key Personas </li></ul><ul><li>Thought leader in Marketing </li></ul><ul><li>Business Networker </li></ul><ul><li>Family Man/Regular Guy </li></ul>
  26. 26. Sample User Example <ul><li>Degree of Engagement </li></ul><ul><li>High volume of content </li></ul><ul><li>Professional + Personal </li></ul><ul><li>Philosophy: Mostly Selective </li></ul>
  27. 27. The Social Network Compass
  28. 28. Reading the Compass <ul><li>Juxtaposition </li></ul><ul><li>Which networks fit </li></ul><ul><li>Optimal connections </li></ul>
  29. 29. The Social Network Compass
  30. 30. Changing the Marketing Mix <ul><li>Consider: Time </li></ul>
  31. 31. Option: Move User Plot
  32. 32. Option: Expand User Plot
  33. 33. The Social Network Compass Ebook February, 2010 By Mike Hanbery, MBA Navigate your course through Internet Social Networks.
  34. 34. Connect with Mike

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