F5DIGITAL DigiGen09 workshop_part1

Social networking space analyze
DigiGen 2009 Workshop
Part 1

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Gregory.birge@f5dc.com +65 9111 6849

AGENDA
0900 – 0930 : Introduction
0930 – 1030 : Current social networking market Place
1030 – 1100 : BREAK
1100 – 1200 : Optimizing Audience Engagement
1200 – 1300 : LUNCH
1300 – 1400 : Revenue generation, goals
1400 – 1430 : Legal aspects
1430 – 1500 : BREAK
1500 – 1600 : Future Trend

Welcome to the new battle

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Affinity Engines, Appiir*, Business Parc, BusinessPartnerships.ca*, Contact Network, Doostang*, ecademy, eConozco, Eliyon, EntreMate, eXtremeNetworking.biz*, Friendly
Favors, GoingProfessional, Growth Company, I'm Not From Here, InterAction, ITmob, ItsNotWhatYouKnow, Join Network PLUS, LLC, Kickstart-Connect*, Konnects, LinkedIn,
Link Silicon Valley, matcheroo, Mediabistro, Monster Networking, NetMiner, Netmodular Community, Networking For Professionals, Online Business Networking Resource, Open
Business Club (openBC), OrderGenerator, PeopleThatClick*, Point Relevance, Polypol, PowerMingle, RealContacts, ReferNet, Reunion, Ryze, SelectMinds, Senior
Management Network*, Shortcut, Silicon Valley Pipeline, Spoke Software, Sullivan Executive Networking Community, Tacit - ActiveNet, TENG, Viaduc*, Visible Path,
WisdomBuilder, Zerendipity Networks, Zerodegrees, Pingsta, XING50 Something.com, 50Yearsplus.com, ANTfriender, ArtistNow!, AveMariaSingles, Bigcampus.net,
BookCrossing, Buzznet, CampusNetwork*, Classmates, Collegester, Community Zero, Company of Friends, ConnectU*, DeanSpace, Delphi Forums, Digital Squeeze,
Downelink, FilmTrust*, Foodsters, FunHi, GamersGlue, Globe Alive, gradFinder, HRTS - Hollywood Radio & Television Society, Jewster*, LDS Circle*, Mediabuddies, Meet Me at
HOT or NOT?, naboe*, Netplaya Burning Man CommunityNeurona, PayDemocracy, quad5, Schoolster, SongBuddy, Talk City, TheSquare, threedegrees, TimeBucks*,
UpMyStreet, UrScouted*, UUSwap*, Wealink*, Xfire*, Yelp!*, aSmallWorld, Athlinks, Boo, AdultFriendFinder, mj.com, CafeMom, Cake Financial, Care2, College Tonight,
DeviantART, DontStayin, Elftown, Eons.com, Espinthebottle, Experience Project, Fetlife, Flixter, Gaia Online, MyAnimeList, Geni.com, Gossipreport.com, Anonil, GamerDNA,
Iltaki, kaioo, LibraryThing, Livemocha, Muxlim, MyChurch, MyHeritage, Ohioh, OUTeverywhere, Playahead, PlayboyU, StudiVZ, ProfileHeaven, quarterlife, Revelry,
ResearchGATE, scispace.net, Shelfari, Skyrock, Student.com, Taltopia, Trombi.com, Vampirefreaks, WebBiographies, Wis.dm, Xt3, Yelp, Inc., YoumeoAfroRomance,
ajewishdatingsite, americansingles, Amigos, AsiaFriendFinder, Berkzter, BlackPlanet, BUZZSession, Cherish, collegeluv.com, ChristiansTogether , Country Singles, Cupid,
Cupids Database, Date.com, Date the UK, Dating.dk, Dating Jewish Singles, eHarmony, Equally Yoked, FriendFinder, Gay Christian Dating, Gay Jewish Dating, Gay Military
M4M, GermanFriendFinder, HookUP*, hotsaints, IndianFriendFinder, InterMingle, Introducing, It'sJustCoffee*, jdate.com, JewishCafe, JewishFriendfinder, JewishLoveMatch,
Jewish Matchmaker, Jewish Personals, JMatch, Lavalife, LDS Singles Mingle, LDS Singles Network, LDS Singles SingleSaints, Love, M4M Seniors, Magoori, Match.com,
Mature Dating.org, meetic, MyCountryMatch, MyEMatch, Overweight Date, Passion, POP! PeopleOnPage, PlanetOut Partners, Inc., RateOrDate, RedDate, Relationship
Exchange, RogueConnect*, Senior Dating Exchange, SeniorFriendFinder, SeniorsCircle, SingleJew, Single Seniors, SpeedDating
,
Online-Jewish Dating Spicy Senior Singles, Swappster, Totally Jewish-Dating Channel, TrueBeginnings, uDate, UrbanTraditional, Vegetarian singles, webdate, Yahoo!
Personals, YID - Single Jewish Dating, Fubar8minuteDating, Evite, First Tuesday, Food and Friends*, GeekDinner, HurryDate, The Lunch Club NYC, Lunch Partners, MEETin*,
MeetUp, MixerMixer, Netparty, new-in-town, Social Circles, WhizSpark.Backwash, bobojam*, Breedster, BuddyBridge, Chia Friend, ChosenNet,Christianster, Click2Friends,
easeek, eFriendsnet, enCentra, everyonesconnected, FriendFan, Friendity, Friend MAP, Friendoo, friendsand, friendsbay.de, Friends of Friends, Friends Reunited, Friendset,
Friends of Friends, Friendster, Friend Surfer, Friendsync, Friendzy, Gruuve, HeiYou, hi5, hipstir, Huminity, HummingBoard, The Impersonals, iSocialite, Korea Data House, LDS
LinkUp, LianQu, LinkEstadao*, linkyourfriends, Living Directory, MeineFreunde*, Metails, mrNeighborhood, myfriends, Myspace, NetFriendships, Neurofriends, orkut,
PalJunction, peeps nation, qpengyou, Ringo, saywhatz, Swirve*, The Bomb*, Tickle by Emode, ticqle, Tribe.net, TribungPinoy*, UUFriends, Wallop, WiW, WorldShine, YeeYoo,
YOYO, zenetwork, Badoo, Bahu, Bebo, Facebook, Frühstückstreff, Jaiku, myYearbook, Nasza-loasa.pl, Netlog, ReUnion.com, Sonico.com, Tagged.com, Tuenti.com,
Wasabi,ActiveMatch, AirCQ, asphaltgames, awaRE, BEDD, Beliefnet Mobile, BusyThumbs*, BuZZone, CrowdSurfer, Dodgeball, Earthcomber*, Encounter Bubbles, Flickr,
Fluidtime, Hocman*, IcyPole, ImaHima, Jabberwocky, JAMDAT, Jukola*, Mamjam, MeetingPoint*, Meetup, Mobido*, MobiLuck, mobster, Mooble, modus, MTONE, nTAG*,
PeepsNation, Playtxt.net*, Plink Mobile, Plazes*, Pocketster, Portabible*, proxidating, Proxpro, PurpleAce*, Saw-You, Serendipity, socialight, Socializer, SoundPryer*, Speck,
TagText*, Traces of Fire, tunA, TxtMob*, Urban Plexus*, Wavemarket, weemee, WhoAt, WiFi.Bedouin, Wow Friends*, itsmy, mobikade, MocoSpace, Backwash for Pets, Catster*,
Dogster, HAMSTERster, KissyKat, Neopets, Horseland, Buzznet, Expressions, Findapix, Flickr, FotoAmigo*, Fotolog.net, Fotothing, FriendBlend, MyShoots*, Nokia Lifeblog,
PictureM*, PixParty, smugmug, SocialCanvas, Textamerica, Webshots, Zorpia, Zoto, Blogpod, BuddyZoo, clevercactus*, del.icio.us, dodgeball, Dude Check This Out!, eTwine,
Eurekster!, eventSherpa, fonetango, Funchain.com, Gush, HelloWorld, Home Exchange, HomeLink, InsiderPages*, Intervac, JournURL, KnowMates, LiveJournal,
MixedNutz.net, Mooble, Mosuki*, motime*, M-Tone, Multiply, Nioki, The Opinion Exchange, Palbook, PeopleAggregator, RepCheck, SmallPlanet, Small World Project, Social
Grid, Splinder*, Squiby, StumbleUpon, TXTParty, Upcoming.org, WiredReach, Xanga, Yafro Moblog, Zdarmanet, Zopto, Habbo, Ning, Plaxo, Plurk, Vox

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Online-Jewish Dating, Spicy Senior Singles, Swappster, Totally Jewish-Dating Channel, TrueBeginnings, uDate,
UrbanTraditional, Vegetarian singles, webdate, Yahoo! Personals, YID - Single Jewish Dating, Fubar8minuteDating, Evite, First Tuesday, Food and Friends*, GeekDinner,
HurryDate, The Lunch Club NYC, Lunch Partners, MEETin*, MeetUp, MixerMixer, Netparty, new-in-town, Social Circles, WhizSpark.Backwash, bobojam*, Breedster,
BuddyBridge, Chia Friend, ChosenNet,Christianster, Click2Friends, easeek, eFriendsnet, enCentra, everyonesconnected, FriendFan, Friendity, Friend MAP, Friendoo,
friendsand, friendsbay.de, Friends of Friends, Friends Reunited, Friendset, Friends of Friends, Friendster, Friend Surfer, Friendsync, Friendzy, Gruuve, HeiYou, hi5, hipstir,
Huminity, HummingBoard, The Impersonals, iSocialite, Korea Data House, LDS LinkUp, LianQu, LinkEstadao*, linkyourfriends, Living Directory, MeineFreunde*, Metails,
mrNeighborhood, myfriends, Myspace, NetFriendships, Neurofriends, orkut, PalJunction, peeps nation, qpengyou, Ringo, saywhatz, Swirve*, The Bomb*, Tickle by Emode,
ticqle, Tribe.net, TribungPinoy*, UUFriends, Wallop, WiW, WorldShine, YeeYoo, YOYO, zenetwork, Badoo, Bahu, Bebo, Facebook, Frühstückstreff, Jaiku, myYearbook, Nasza-
loasa.pl, Netlog, ReUnion.com, Sonico.com, Tagged.com, Tuenti.com, Wasabi,ActiveMatch, AirCQ, asphaltgames, awaRE, BEDD, Beliefnet Mobile, BusyThumbs*, BuZZone,
CrowdSurfer, Dodgeball, Earthcomber*, Encounter Bubbles, Flickr, Fluidtime, Hocman*, IcyPole, ImaHima, Jabberwocky, JAMDAT, Jukola*, Mamjam, MeetingPoint*, Meetup,
Mobido*, MobiLuck, mobster, Mooble, modus, MTONE, nTAG*, PeepsNation, Playtxt.net*, Plink Mobile, Plazes*, Pocketster, Portabible*, proxidating, Proxpro, PurpleAce*, Saw-
You, Serendipity, socialight, Socializer, SoundPryer*, Speck, TagText*, Traces of Fire, tunA, TxtMob*, Urban Plexus*, Wavemarket, weemee, WhoAt, WiFi.Bedouin, Wow
Friends*, itsmy, mobikade, MocoSpace, Backwash for Pets, Catster*, Dogster, HAMSTERster, KissyKat, Neopets, Horseland, Buzznet, Expressions, Findapix, Flickr,
FotoAmigo*, Fotolog.net, Fotothing, FriendBlend, MyShoots*, Nokia Lifeblog, PictureM*, PixParty, smugmug, SocialCanvas, Textamerica, Webshots, Zorpia, Zoto, Blogpod,
BuddyZoo, clevercactus*, del.icio.us, dodgeball, Dude Check This Out!, eTwine, Eurekster!, eventSherpa, fonetango, Funchain.com, Gush, HelloWorld, Home Exchange,
HomeLink, InsiderPages*, Intervac, JournURL, KnowMates, LiveJournal, MixedNutz.net, Mooble, Mosuki*, motime*, M-Tone, Multiply, Nioki, The Opinion Exchange, Palbook,
PeopleAggregator, RepCheck, SmallPlanet, Small World Project, Social Grid, Splinder*, Squiby, StumbleUpon, TXTParty, Upcoming.org, WiredReach, Xanga, Yafro Moblog,
Zdarmanet, Zopto, Habbo, Ning, Plaxo, Plurk, Vox WWW.F5DC.COM


Online-Jewish Dating, Spicy Senior Singles , Swappster, Totally Jewish-Dating Channel, TrueBeginnings, uDate, UrbanTraditional, Vegetarian
singles, webdate, Yahoo! Personals, YID - Single Jewish Dating, Fubar8minuteDating, Evite, First Tuesday, Food and Friends*, GeekDinner, HurryDate, The Lunch Club NYC,
Lunch Partners, MEETin*, MeetUp, MixerMixer, Netparty, new-in-town, Social Circles, WhizSpark.Backwash, bobojam*, Breedster, BuddyBridge, Chia Friend,
ChosenNet,Christianster, Click2Friends, easeek, eFriendsnet, enCentra, everyonesconnected, FriendFan, Friendity, Friend MAP, Friendoo, friendsand, friendsbay.de, Friends of
Friends, Friends Reunited, Friendset, Friends of Friends, Friendster, Friend Surfer, Friendsync, Friendzy, Gruuve, HeiYou, hi5, hipstir, Huminity, HummingBoard, The
Impersonals, iSocialite, Korea Data House, LDS LinkUp, LianQu, LinkEstadao*, linkyourfriends, Living Directory, MeineFreunde*, Metails, mrNeighborhood, myfriends, Myspace,
NetFriendships, Neurofriends, orkut, PalJunction, peeps nation, qpengyou, Ringo, saywhatz, Swirve*, The Bomb*, Tickle by Emode, ticqle, Tribe.net, TribungPinoy*, UUFriends,
Wallop, WiW, WorldShine, YeeYoo, YOYO, zenetwork, Badoo, Bahu, Bebo, Facebook, Frühstückstreff, Jaiku, myYearbook, Nasza-loasa.pl, Netlog, ReUnion.com, Sonico.com,
Tagged.com, Tuenti.com, Wasabi,ActiveMatch, AirCQ, asphaltgames, awaRE, BEDD, Beliefnet Mobile, BusyThumbs*, BuZZone, CrowdSurfer, Dodgeball, Earthcomber*,
Encounter Bubbles, Flickr, Fluidtime, Hocman*, IcyPole, ImaHima, Jabberwocky, JAMDAT, Jukola*, Mamjam, MeetingPoint*, Meetup, Mobido*, MobiLuck, mobster, Mooble,
modus, MTONE, nTAG*, PeepsNation, Playtxt.net*, Plink Mobile, Plazes*, Pocketster, Portabible*, proxidating, Proxpro, PurpleAce*, Saw-You, Serendipity, socialight, Socializer,
SoundPryer*, Speck, TagText*, Traces of Fire, tunA, TxtMob*, Urban Plexus*, Wavemarket, weemee, WhoAt, WiFi.Bedouin, Wow Friends*, itsmy, mobikade, MocoSpace,
Backwash for Pets, Catster*, Dogster, HAMSTERster, KissyKat, Neopets, Horseland, Buzznet, Expressions, Findapix, Flickr, FotoAmigo*, Fotolog.net, Fotothing, FriendBlend,
MyShoots*, Nokia Lifeblog, PictureM*, PixParty, smugmug, SocialCanvas, Textamerica, Webshots, Zorpia, Zoto, Blogpod, BuddyZoo, clevercactus*, del.icio.us, dodgeball, Dude
Check This Out!, eTwine, Eurekster!, eventSherpa, fonetango, Funchain.com, Gush, HelloWorld, Home Exchange, HomeLink, InsiderPages*, Intervac, JournURL, KnowMates,
LiveJournal, MixedNutz.net, Mooble, Mosuki*, motime*, M-Tone, Multiply, Nioki, The Opinion Exchange, Palbook, PeopleAggregator, RepCheck, SmallPlanet, Small World
Project, Social Grid, Splinder*, Squiby, StumbleUpon, TXTParty, Upcoming.org, WiredReach, Xanga, Yafro Moblog, Zdarmanet, Zopto, Habbo, Ning, Plaxo, Plurk, Vox

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What is a social networking site ?

  People

  Talking to other people

?   Having a common interest

  Sharing same values

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What is Social Networking ?
How is it linked to your brand?

Source: Wikipedia, Social Software Weblog, sorting of SNS on a sample of 500 sites

Social networking impact

530M
internet 69%
users on
social
network 1.4M posts/day

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* Source : Future laboratories, eMarketer2007

Are you part of it ?
Do you understand it ?

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Social networking site evolution
Forum

Pre defined structure
Everyone to everyone Me to everyone
Fixed topics Flexible topics
Text only Multimedia

Text centric User centric Multimedia centric

Personalized information
Ownership transfer

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Some success factors

Technology does not matter !
Process / Media does not matter !
Seamless
Designed to answer one objective
User centric evolution
Privacy respect
Exclusive club-like feeling

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The next facebook trend?

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New communication vehicle
Media spent,
Newspaper, 43%
Media
Media spent, TV,
Media exposure /day,
34%
exposure /day, Media Online, 32%
TV, 28% exposure /day,
Radio, 23%
Media
exposure /day, Media
Media spent,
Newspaper, exposure /day,
10% Media spent, Media spent,
Magazines, 7% 6% Media 8%
Others,
Magazines, Radio, 6% Media spent,
exposure /day,
Online, 2%
Others, 0
Media exposure /day Media spent

Source : Synovate Asia, Nielsen Media research

61 HOURS
/DAY
Source : Kaiser Family foundation

Limited audience reach

36%
75%

Source : Nielsen ratings
2006
1987

Learn about your audience values
  Limited attention span
  Multitasking
  Looking for immediate recognition
  No focus, no loyalty
  Go for easy things
  Don’t trust you easily

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Yeah, let’s do it….

But not like this

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Why ?
  YES it is a plane BUT
Old communication   Different technology
  Different speed
  Different pilots
  Different teaching
  Different training

New communication

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New rules comes new weapons
  Social networking
  Widgets
  Mashups
  Online
  UGC
  Videos
  Blogs
  Podcasts

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Podcast and video only if high relevance

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Podcasts, why would YOU listen to it ?
  Content matters to me
  Humor based
  Knowledge based
  Style of delivery needs to match
  Short time (series < 10mn)
  Frequently updated
  Quality
  Audio steering audience target
  Flexibility / time
  Download / streaming
 
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Easy to find

Blogs , why would YOU read it?
  Content matters to me
  Humor based
  Knowledge based
  Provocative
  Style of delivery needs to match
  Short text, multimedia
  Frequently updated
  Quality

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Welcome to acronyms
  Traffic measurement   Action measurement   Online sales
  No sales impact   Try to go to next level   Online promotional code
values

  Limited ROI   Company’s priority
CPL

CPA

CPC

CPV

CPM

Visibility Action Sales engagement

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Space selling on blogger’s space

www.xiaxue.blogspot.com
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Google Dominates Ad Server Market Share
Market Share,
DoubleClick, 31%

Market Share, Google,
26%

Market Share, Yahoo,
10%
1.7k mil 1.5k mil Market Share, Revenue
Market Share, AOL, 7%
Market Share,
Science, 7%
Micosoft, 4%
560 mil
Market Share, A
390 mil 380 mil
220 mil 180 mil 3%

source: Attributor

Google Dominates in <100k UU Market

MSN, <100k UU's, MSN, > 1MM UU's,
Yahoo, <100k
6.57%
DoubleClick, MSN, 100k - 1MM 12.85%
Yahoo, 100k -
UU's, 4.66%
<100k UU's,
UU's, 6.30%
1MM UU's, Yahoo, > 1MM
9.13% 7.33% UU's, 16.49%

DoubleClick,
100k - 1MM
UU's, 29.92% DoubleClick, >
Google, <100k 1MM UU's,
UU's, 71.38% 48.04%
Google, 100k -
1MM UU's,
41.56%
Google, > 1MM
UU's, 15.85%

source: Attributor

Social networking specificities
67M

New tools evaluation
Social
Widgets UGC Blogs Podcasts Advertising
networking
Engage community Distribute brand Get new content Share brand values Share brand values Push your message
Purpose message for your brand Tap into resources Tap into resources

Implementation

Consumer
benefits
Efforts

Notes   Create your own   Purpose   Take the risk   Informative/Fun   Informative/Fun   …..
  Not new facebook   Update   Share good &   Tap in but be   Tap in but be
  Engage bad honest honest
  Collect data   Include it in your   How to make it   How to make it
  Follow up campaign visible ? visible ?
  Inform
  No censorship

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What to do with new content?

Pros – What to do Cons –What not to do
" Scammers can do it too!
" Brings you inside the community
" Copyright issues (UGC)
" Cheaper (could be)
" Trust relationship
" Opened to anybody
" Disruptive
" Educate , share , engage audience
" Brand damages
" Relationship length
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What to do with new content?

Pros – What to do Cons –What not to do
" Test new things " Use it as regular media
" Go indirect " Don’t spam
" Accept to be wrong " Don’t lie
" Accept negative comments " Don’t overwhelm
" Integrate it in your overall planning " Don’t push
" Way , not a goal " Isolate it
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New Media , podcast blueprint example
Your Brand Customer needs Engagement

Brand objectives Why would Will I listen to it one What is the next
consumer listen ? time ? step ?
Campaign objective
Will I listen to it one What do we expect
Is Podcast a way to multiple times ? as a brand ?
answer this
objective ? Will I forward it to
my friend /
How is podcast recommend ?
integrated in my
plan ?

Style Podcast creation

Technical aspects
Media promotion
Message

Content

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Ignoring Meta-Tags Can
Keyword Cool Design Ignoring Help With
Advertising Is Equals Good Measurement Return on Search Engine
Everything Marketing Investments Optimization

Starting Too
Not Marketing Not Focusing Late
to a Defined on Repeat
Group Business
Inconsistency
in Marketing
Efforts Making a
Change for the
Not Getting Sake of It
Not Having a
Clear Feedback
Forgetting
Marketing That Slow and
Message Going Steady Wins
Overboard the Race
Lack of
Diversification

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Consumer Engagement in Social
Marketing
  Solicit consumer input on your site to track and engage in a one-on-one conversation.

  Create message boards, forums, and wikis to reach out to customers.

  Develop a corporate blog, and post on relevant third-party blogs.

  Advertise on relevant forums to get users to engage with you

  Engage in public forums relevant to your brand

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Group activity

  Brand selection
  Select a problem to solve
  How to use existing SNW ?
  How to integrate into your brand
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Next, more and more
Aggregation level

Numbers
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THANKS

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Gregory.birge@f5dc.com +65 9111 6849

Brand – Consumer – Media - Mapping
+10 Brand values +10 Brand values +10 Brand values +10 Brand values +10

- 10 - 10 - 10 - 10 - 10
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Finding a needle in the haystack

Find the right
consumer

Find the right
information
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