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289 leigh watson healy outsell ssp community and innovation 28may2008 ppt1
- 1. Monetizing Networks and Communities
Web 2.0: Beyond the Hype
SSP Pre-Meeting Seminar
May 28, 2008
Leigh Watson Healy
Chief Analyst, Outsell, Inc.
© 2008 Outsell, Inc. All rights reserved.
- 2. 24eyes 24x7 News 43 Things 4INFO About.com ADDICTINGGAMES.CO AdGabber Advogato Aggregato Alesti Feed Reader
AllBusiness Alta Vista Babel Fish AmazonMechanical Turk Amobee AnswerBag Answers.com Applied Marketing Science, Inc. aSmallWorld
Assignment Zero advertising aggregators ajax annotation attention behavioralBlogLines
Attensa OnlineBeanRocket Bebo Big Idea Group BioMedNet BlackPlanet.com Blinkx Blip.tv blogs Blue
Dot Break BrightCove Broadcaster.com BullPoo Business.com Buzznet Cambrian House CarDomain Care2
CareerBuilder City-data.com Classmates.com Clip Syndicate Community of Science Consumating Covestor Crackle craigslist
blogosphere books boomers business models citizen journalism Usability click
Crowdfunding.com Cyworld DailyMotion Dandelife Daum Del.ciou.us Dell Demand Media Dictionary.com Digg Dodgeball.com
DontStayIn Doostang Douban Ducati EA Online ecademy eConozco Editaste eFunda eHow
EI Village eMindsource Encarta Enchanted Learning EngageMedia Entopia EntreMate ePALS Classroom
Community FeedZilla
Exchange Inc eSPIN Expert Witness Network ExpertVillage Facebook Faceparty Faculty of 1000 Faniq FeedBucket
fraud commons FeedReader.net FeedShow.com consumerFidg't cooperation copying copyright
FeedFeeds FeedLounge cool Findarticles.com Flickr Flirtomatic Flock Flurl Fotki
Fotolog Free Translation FREEONLINEGAMES.COM Friends Reunited Friendster Frühstückstreff Gaia Online Gather
Generate Geni.com GlobalSpec GodTube GoFish Goldcorp Challenge Google Google Reader Google Scholar Google
Video
Participation culture cyberlaw design digital cocooning digital natives
Grabline.com Graduates.com Grono.net GuildCafe Guru.com Haystack hi5 Hoover’s Hyves Ideastorm iFilm
iStockphoto
MEETin
imeem
ITToolbox
IndiaNews
iWiW
InfoPlease.com
Jaiku
distraction DRM Sharing e-books enterprise 2.0 environment epaper flat
Last.fm
Meetup.com MetaCafe metaRSS
Lego
MiGente.com
LibraryThing
MINICLIP.COM Mixi mnemomap
Jambo
LinkedIn
Mochila
Web 2.0
Inkling Markets Inmobile
Jobster
LiveJournal
InnoCentive
Joga Bonito
Intota IRC-Galleria
Kaneva Kinja Kiva.org KnowledgeStorm
LiveLeak LookSmart.com LunarStorm Manta Marketocracy
MOG
Monster Moreover Technologies Mososo Mozilla MSN Games MSN Soapbox Multiply Multiverse Network My
Opera Community My Yahoo! MyChances.net MyChurch My-Currency MyNewsbot MySpace myYearbook Nature Publishing Group
NBX
NewsGator
Net Promoter NetInformer Netlog
Conversation gaming global internet ipodNewsBurst
folksonomy free fun gamesNetscape Netvibes Neurona
NewsIsFree NewsNow NewsOnFeeds Newsvine
NewAssignment.Net NewsAlloy
Nexopia NineSigma Ning NowPublic Nuance
OhMyNews OkCupid One World TV Open Directory Project orkut Our Media OUTeverywhere Oxford Analytica
millennials Innovation
Pajamas Media Passado Pearson Education PeekVid Pickheads Pickspal Piczo Playahead Plazes Pluck
library2.0 Primary Insight ProfileHeaven Protopage tail maps marketingRateItAll
Pownce Pressrank local location-aware long PutFile QubeTV RealArcade Reddit Reunion.com
Revver Rezzibo Rocket Rojo Round Table Group RssPress.it Rummble Ryze Salesforce.com
MMOGShelfari Shockwave.com slashgeo neutrality networking news online open access
Sharkle
mobility music net
Science Navigation Group Scintilla Sconex Searchles
SmartPlanet.com So You Wanna
SecondLife
Sofomo Soundpedia
Sermo
Sportsvite
sevenload sexi Shared Insights, Inc.
Stage6
Steve Jackson Games StudioDell Studivz Stumbleupon Sunday Strategy Swarm of Angels Swicki Beta Swivel
Tabber TagWorld TakingITGlobal Techquila Shots TechTarget The Student Center The Well Third Screen Media ThomasNet Forums
Threadless Todou TopCoder Topix TravBuddy.com Travellerspoint Tribe.net Twango Twitter Umbria
UpToDate uVu Veoh Vimeo Visible Path Vistage International Vizu Vmix Vox
Voxant Vuze Wagerline WAYN We Are Smarter than Me WebBiographies WebEx Wikipedia
WildTangent Network Windows Live Spaces Woophy Work.com Xanga XING XpertUniverse Yahoo
Buzz Game Yahoo HotJobs Yahoo Video Yahoo! Yahoo! 360° Yahoo! Answers Yahoo! Games Yahoo! MyWeb Yahoo_mash Yelp
Yet2 YodPod Yoqoo You Are TV Your Encore 2008 Outsell, Inc. All rights reserved.
© YouTube YRUHRN Zaads 2
Zillow.com Zoints ZoomInfo Zooomr Zopa Zylom
- 3. Web 2.0 Definition
• A web of relationships
• A web of empowerment
• A platform for application development.
It is where the power of information, application, and
peer-to-peer collective intelligence meet to do
something – whether communing, purchasing, or
practicing medicine…
© 2008 Outsell, Inc. All rights reserved. 3
- 4. The Web 2.0 Environment
Individual users, consumers, business pros, enterprises
Search &
Access
Web 1.0 Open Web Portals/Sites - Enterprise 1.0 Portals
Web 2.0 technologies…
Blogging * Wikis * RSS * Widgets
Ruby * SOAP * XML * Open Source Software
Mobile * Ajax * CSS * SaaS * Ontologies
Manifest in web 2.0 as…
Social Networks * Mashups * User-Generated Content
Community/Sharing * Professional Networking
Expert Networks * Crowdsourcing
© 2008 Outsell, Inc. All rights reserved. 4
- 5. Networks Evolving
Consumer Social Networks
Collegiate Social Networks
Professional Social Networks
Enterprise Networks
Sharing
Conversing
Problem Solving
Crowdsourcing
© 2008 Outsell, Inc. All rights reserved. 5
- 6. Network Definitions – Primary Goal
• Professional Networking – To network for job-seeking, sales
prospecting, or other key finding activity
• Community/Sharing – To advance and exchange professional
knowledge between peers
• Expert Network – To advance professional knowledge and/or
problem-solve by seeking information and guidance from
experts or authoritative individuals versus authoritative
content
• Crowdsourcing – To source user knowledge / contribution /
activity to produce something—part of a contribution to
someone or something’s “cost of goods”
© 2008 Outsell, Inc. All rights reserved. 6
- 8. Business Models Recap
Ad-Based/Sponsored Blended Subscription Transactional
Professional Facebook ecademy inmobile
Networks Doostang Jobster
LinkedIn
Ryze
Spoke
XING
Knowledge Advogato TechTarget Community of Science
Sharing BullPoo Vistage International Corporate Executive
Covestor Board
eHow SERMO
GlobalSpec CR4 The Well
ITToolbox
MyVing
Scintilla
ThomasNet Forums
Expert ALM experts.com Expert Witness Network Your Encore Primary Insight
Networks Experts Direct Gerson Lehrman Group Oxford Analytica Round Table Group
eMindsource LECG UpToDate Intota
NineSigma
Crowd- AllExperts Marketocracy Faculty of 1000 Amazon Mechanical Turk
sourcing Answers.com Guru.com Swarm of Angels Big Idea Group
Del.icio.us AnswerBag Cambrian House
Digg Swivel Preview Idea Connection
Newsvine InnoCentive
My-Currency iStockphoto
Stumbleupon NowPublic
Work.com Yet2
Yahoo! Answers Zopa
Yelp
Wikipedia © © 2008 Outsell, Inc. rights reserved.
2008 Outsell, Inc. All All rights reserved. 8
- 9. Work Processes Redesigned by
Community-Based Innovation
New ways to gather
customer input
Tribal marketing & product development
Reinventing R&D
© 2008 Outsell, Inc. All rights reserved. 9
- 11. Community By and For Physicians
Source: www.sermo.com
© 2008 Outsell, Inc. All rights reserved. 11
- 12. Open Forums Redesigning Scholarly
Communications
Source: network.nature.com
© 2008 Outsell, Inc. All rights reserved. 12
- 14. Issues & Challenges
• Associations are MIA
• Member ownership is key
• Advertising not the best model
• Third-party revenue is golden
• Fortunes are not being made
• Movement to gated communities
© 2008 Outsell, Inc. All rights reserved. 14
- 15. Who’s Poised to Disrupt
• Who can disrupt?
• Information users, authors, researchers
• Providers who give direct access to users
• Those who nurture community
• Who will be disrupted?
• Market research providers
• Images, news, anything users can generate
• Closed systems
• GLG & LECG vs. Sermo & Nature
• Google Facebook
• Enterprise work processes
© 2008 Outsell, Inc. All rights reserved. 15
- 17. Outsell is the only worldwide market research and consulting company
that delivers must-have intelligence and advice to publishers and
information providers. We analyze markets, companies, and trends, and
provide fact-based recommendations for high-level executives and
product development, marketing, and strategy teams. In addition, we
work with information managers to benchmark spending and
demonstrate best practices. Outsell invests significantly in original
research each year to guide clients in optimizing their strategies, plans,
and performance.
Clip Art in this document is © Microsoft, Corp. Outsell, Inc. is the sole and exclusive owner of all other copyrights in this document, including but not limited to
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The information, analysis, and opinions (the “Content”) contained herein are based on the qualitative and quantitative research methods of Outsell, Inc. and
its staff’s extensive professional expertise in the industry. Outsell has used its best efforts and judgment in the compilation and presentation of the Content
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subject to rapid change. Outsell makes no representations or warranties, express or implied, concerning or relating to the accuracy of the Content in this
report and Outsell assumes no liability related to claims concerning the Content of this report.
© 2008 Outsell, Inc. All rights reserved. 17