Marketers are obsessed with Facebook, and with 900 mil+ users, they have good reason to be. Facebook is the dominant social network, but users are increasingly spending time and attention outside of Facebook as they seek niche, interest-based social networks to set their online lifestyles apart from the crowd. Consumers are looking for something else in their social networking routines, and marketers need to know where consumers are going and why. This presentation speaks to this important social trend. Please pull up slidecast for full webinar with audio.

2. ⠿ Taylor Wiegert – Powerhouse Social Media Lead
⠿ Emily Worstell – Powerhouse Trends Expert

3. ⠿ Unpack the history and identity of niche social networks and
show how they’re fragmenting the social media landscape
⠿ Reveal the opportunity presented by niche social networks
⠿ Identify action that can be taken to immediately leverage niche
social networks

8. ⠿ Social behavior oscillates between the
desires for individuality and belonging
⠿ Similarly, social platforms oscillate between
specialized and generic or niche and mass
⠿ This pattern can be tracked from early
forums and chat rooms to the latest crop of
niche networks

9. ⠿ Online artist community
for artists to exhibit and
discuss their work
⠿ 10 million members
⠿ 100 million submissions

10. ⠿ Community for people
obsessed with their pets
⠿ Users share photos,
connect with people who
have the same breed of dog
and share information
⠿ 700,000 pets

11. ⠿ Simple, mobile social network to share
content, activities and updates with
close family and friends
⠿ Over 2 million users

23. Niche Mass (Facebook)
Not cluttered Cluttered
Focused Unfocused
Deep Broad
Relevant to passion Seldom relevant to passion
Quality consumer interactions Quantity of audience interactions

24. ⠿ Target by passion
⠕ More relevant audience interactions
⠕ Ability to gain community-driven insights
⠕ Connect with influencers of mass networks
⠿ Potential to stand out in a crowded landscape
⠿ Tap into leaders/trendsetters within a community
⠿ Diversify Social Media platform strategy

26. ⠿ Let your audience be your compass and follow passion
⠿ Evaluate platforms by behavior/passion, not numbers
⠿ Tap into audience passion
⠿ Have a global perspective

27. ⠿ Listen - Monitor online conversations not only for
mentions, but passion
⠿ Be obsessed with your audience’s passion

28. ⠿ Evaluate existing audience to inform future audience
⠿ Are current users customers, potential customers and/or your
customer’s influencers?
⠿ What type of content is shared? How are users exposed to it?

29. ⠿ Use niche networks to:
⠕ Focus on relevant conversation—don’t advertise, participate
⠸ Be a trusted resource within a passionate community
⠕ Go deep into product offerings (no need to appeal to lowest common
denominator)
⠕ Mobilize and leverage existing passion
⠸ Allow the counter culture (the experts) to spread your message to common culture

30. ⠿ Using social networks should be driven by brand message and
audience mindset
⠿ Consider the entire the social universe
⠿ Identify and pursue based on insight

32. ⠕ Upcoming trends presentation
⠸ October 24 @ 2:00 PM
⠕ Questions?
⠸ Contact webinar@powerhousefactories.com
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