Social Network Smackdown
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Transcript of Social Network Smackdown
SOCIAL NETWORK SMACKDOWNJune 22, 2007
Laura Halsch & Qui Diaz
An Online Community Is …
• “A group of people that primarily or initially communicate or interact via the Internet, rather than face to face”
• Listserv, bulletin boards, message boards, chat rooms, media-sharing sites, consumer review/sales, social bookmarking, social networks
• eBay, Craigslist, Amazon.com, Epinions, Del.icio.us, Wikipedia, DIGG . . .
Some History
• Where did online communities come from?– Shift from information gathering to relationship
building online– Steps taken (the well, message boards, listserves,
AOL)
• Built on foundations of social interaction– Participation in a group– Membership in a community with common
interests/goals/etc.– Trust
A Social Network Is . . .
• Equitably facilitated (user-to-user contact, not just response)
• Focused on identity & relationships, not just topic (profile)
• An opportunity for image management
Why should you pay attention?
• 61% of people trust other people like themselves when forming an opinion about a company.
• Marketing is dependant on listening to those people and engaging them in promotion and development.
• Online communities provide a place to do just that.– “focus groups” of consumers
Conversation Map
(Laura Halsch)(Laura Halsch)(Qui Diaz)(Qui Diaz)
VSVS
• Launched in 2004• 20,284,357 members• 15,000 new members a
day• Up 14.8% in the past
month, 88.3% in the past year.
• Users in MA, NY, RI, and CT, NJ are the heaviest users of the site
* compete.com
USERS
• Launched in 2004• 167 million registered
members• 208,000 new members a
day• 57% of Social
Networking Market Share• “86.5% of members are
18+”
AUDIENCE
Facebook –
Mostly college students
MySpace –
No one really knows for sure, but . . .
The Smackdown …
• Profiles• Friends• Messaging• Photo/video• “Wall”• Events
Profiles Friends Messaging Photo/videos Comments Events Blog Music Bulletins Groups
FUNCTIONALITY Facebook MySpace
• Feeds• Applications• Cuter
Conversation Map
Over 71% of early “power users” were using Facebook in May 2007, and visiting the site an average of 27 times a month.
“STICKINESS” Facebook MySpace
Nearly 2/3rds of early MySpace “power users” were using MySpace in May 2007, and visiting the site an average of 30 times a month.
Conversation Map
• Feeds• Online to offline
activities• Group
membership/updates• Invitations
CONNECTIVITY Facebook MySpace
Blogs/feeds Online to offline
activities Group
membership/updates Invitations
• Marketplace• Toolbar thing
* compete.com
THE FUTURE• On May 27, Facebook
announced their new platform which allows users to add third party applications (widgets) into their profiles.
• There are currently 900 applications available for categories like business, food/drink, politics, travel, music, and videos.
• This is an opportunity for brands to get involved.
THE FUTURE
• Entrenched users – are they reachable & actionable?
• Niche networks on the rise
• Innovation waning
Users: Facebook
With regards to• Design• Media• Community• Ease of Use . . .
+1 for MySpace for “usefulness”
“Facebook Hammers MySpace on Almost All Key Features”Mashable, June 2007
• The arena is growing– Social networks are getting bigger (MySpace)– Gaining in numbers/popularity/membership– Mainstream within popular sites (USA Today)
• The arena is increasingly segmented– Niche groups forming (Flubies)– Corporations and brands becoming involved (Mini
Cooper)
WHERE ARE WE NOW?
Top 20 Social Networks(Ranked by Attention, April 2007, Compete.com)
Where we are now
From:xkcd webncomics
THE WORKING PROFESSIONAL
PartnerUp
Visible Path
Monster.com
Create your own network of direct & indirect professional connections
• “Find potential clients, service providers, subject experts, and partners who come recommended
• Be found for business opportunities
• Search for great jobs• Discover inside connections that
can help you land jobs and close deals
• Post and distribute job listings• Find high-quality passive
candidates• Get introduced to other
professionals through the people you know”
LinkedIn.com
Traffic: 1.2 million unique visitors/monthLinks: 322,000Members: Over 11million members in 150 industriesFree(Paid accounts = more tools to reach people outside your network)
OPRLinkedIn for Good
THE SOCIALLY CONSCIOUS /ADVOCACY-ORIENTED
• Omidyar.net• Idealist.org• Care2• Treehugger
“the largest online community for people who want to make a difference”
• Groups• Petitions• Donation portal• News network• e-cards• Photos• Personal email and web
page
Care2.com
Traffic: 745,854 unique visitors/monthLinks: 276,000Members: 7,300,000 +
THE DATING SCENE
Match.com
eHarmony
J DateChemistry.com, PerfectMatch.com, True.com . . .
Friendster, Orkut, Bebo, FaceParty, Facebook, MySpace . . .
MOMSClub Mom
iVillage Connect
Parents Connect
Mothers Click
BlogHer
Parent Center/ Baby Center
Cafe Mom
Launched in November 2006, this is an online community created specifically for moms.
• Profiles• Public Message boards• Private Messaging• Journals• Photo sharing• Groups• Status Messaging
Cafe Mom
Traffic: 421,108 unique visitors/monthLinks: 2,532 links inMembers: Thousands of Moms
THE FAITHFUL • SmartChristian• IslamicTube• Buddhist
Gateway• Zaadz• Beliefnet• ldsplanet
“The largest spiritual web site helping you find your spiritual path.”
• Discussion & Dialogue groups• Prayer circles• Memorials (online
tributes/commemorations)• Birth announcements• Wedding albums & vows• Religious events & misc.
celebrations• Comfort & support• Blogs, news, videos, resources
Beliefnet.com
Traffic: 2 million unique visitors/monthLinks: 97,700Members: Majority of faiths represented
Boards and groups
Quepasa.com
MyGrito
Black Planet
Asiantown.net
MULTI-CULTI
“A groundbreaking online community for African Americans. We enable members to cultivate meaningful personal and professional relationships …”
• Profiles• Public Message boards• Private Messaging• Groups/Events• Photos/Videos• Professional Groups• Dating• Polls• News aggregator
Black Planet
Traffic: 1 million unique visitors/monthLinks: 2,532 links inMembers: Black Community (18- 44)
• The Student Doctor Network• Sermo• Medscape• WebMD• iVillage• Revolution Health
THE HEALTH CARE INDUSTRY
“The fastest Growing community created for physicians, by physicians.”
• Posts and Comments • Rating• Groups by Field• Conversations• Anonymous Membership
Sermo
Traffic: less than 2,000 visitors per monthLinks: 2,532 links inMembers: Medical Professionals
Examples
• Party Builder• YouTube• TownHall.com• Meet Up/Upcoming• Facebook/Myspace• TuGrito 2008• John Edwards 08
POLITICS
Launched in November 2006, this is an online community created specifically for moms.
• Profiles• Groups• Events• Campaigns• Fundraising• Blogs• Letters
Party Builder
Traffic: 115,418 unique visitors/monthLinks: 21,792 links inMembers: Democrats
It’s really about RELATIONSHIPS
How do you want to engage with others and where?
Boxing = poor metaphor for the purpose of social networks
Conversation Map
• Facebook (Laura)v.s.
• MySpace (Qui)
That is . . . until you realize the competitive advantage of engaging in conversational marketing.
R U READY TO RUMBLE?
GET IN THE GAME
• Join 2 social networks TODAY
• Make your profile compelling
• Connect with others
be your best true self
How can you get more involved?
• Listen– Know your audience: what matters to them– Determine influencers (volume, discussion,
affiliation …)
FLUBLOGIA & FLUBIESTracking the online pandemic flu community
Weekly monitoring of:
• 20 blogs• 6 message boards• 1 wiki
How can you get more involved?
• Engage (online or offline)– Invite influencers to participate offline– Respond to comments/questions online– Revise products/initiatives based on feedback– Aggregate to amplify
The Humane Society of the United States
www.myspace.com/thehumanesociety
How can you get more involved?
• Advertise/Sponsor– Look for opportunities– Brand existing conversations– Host conversations/forums
NHLBI and Blog Her
Blogher is a network of highly connected women bloggers who cover a variety of topics.
•77% of the Network's readers visit the blogs at least weekly, and two thirds of those visit daily.
• 93% of the Network's readers are "certain to return" to the sites
How can you get more involved?
• Create your own– Clear call to action– Focused incentive– Clear timeline– Amex, Omidyar, Trader Joe’s …– Don’t get in their way
Timeline: 5.15 – 8.7
Incentive: American Express donates $1 for every card member that registers
Community Building: Card members submit project ideas – proposals for spending the $5 million to “help the world”
Card members read, discuss and rate proposals within the community site and eventually vote on the winner.
Brand:Card members are “passionate, creative people,” and American Express is able to create a community around the card and the people who use them.
American Express: The Members Project
“Our Money. Your Ideas. Your Decision.”
Toyota Hybrid
Incentive: Hybrid owners are proud of their cars and want to talk about it.
Community Building: Toyota gave them a place to do it. Toyota Hybrid owners log in to connect with other owners from across the country.
Each owner’s reasons for buying the hybird are posted to and scroll through the site.
Brand: Hybrid owners already feel a strong affinity for their cars. Toyota created a place for them to express it.
The site tracks numbers of owners and which cars they own.
MORE EXAMPLESOF BIG BRANDS
• Dell• RedBull• Wendy’s• Aquafina• Honda Element• Verizon
CRITERIA FOR INFLUENCE
• Traffic• Number of inbound links• Number of Members• Breadth (groups/forums)• Number & quality of
comments• Street cred – what are
external sources saying?
Additional Resources
• Wikipedia (“List of Social Networks”)
• Mashable• danah boyd
(danah.org)• Compete.com• 360°Digital Influence
Questions? Concerns?
"Float like a butterfly, sting like a bee.” (Muhammad Ali)
"It's just a job. Grass grows, birds fly, waves pound the sand. I just beat people up.” (Muhammad Ali)
"There's more to boxing than hitting. There's not getting hit, for instance.“ (George Foreman)
And Remember . . .