eComm2008Have You Got Something to Say? Providing Online Social Networks With a
Voice.
Silent, Social Networks?!
• Why?• Humans are social animals• People need to talk• Spoken communication is
most natural
• Online verbal communication inevitable
Lessons Learnt
1. Fit the Environment
• Piggyback on existing brands
• Use APIs to add service
• Seamlessly integrated
• Fit snugly – with existing behavior– with current expectation
• Clear user proposition
Example: MySpace
• group conversations
Example: LinkedIn
• peer-to-peerdiscussion
2. Call Triggers
• Calling no longer an isolated event• Call triggers increasingly on screen
– social network– email– calendar alert
• Calls and online activity intrinsically linked
3. Reduce the Impact
• Making calls can be disruptive– move away from the on screen context– find a phone, a number and dial
• Receiving calls can be disruptive– interrupt current activity– distraction from on screen context
• Can the impact of a call equate to a ‘Poke’?
4. Motivators
• Average audio page residency 150secs• People will pay for the service
– bespoke integration– advertising revenue– membership and subscription revenue– competitive differentiation
Beyond the Computer
• Context based calls move to other platforms– Android 1.4– iPhone 2
Cozy Conversations
• Calls move from isolated wilderness
• Calls snuggle with context
An eComm 2008 presentation –
http://eCommMedia.com for more