www.digiredo.nl

To talk about

• Internet use male/female

• Communities

• Companies doing research

Internet usageMale-female

Male Female

Source: USC Annenberg School Centre for the Digital Future, November 2006

Health Topics Search

Online activities

Young Internet UsersWhat are they doing?

Source: Pew Internet & American Life Project Survey of Parents and Teens, October-November 2006.

Do you ever? Online Teens

Go to websites about movies, TV shows, music groups, or sports 81%

Get information about news and current events 77%

Send or receive instant messages (IMs) 68%

Watch video sharing site 57%

Use an online social networking site like MySpace or Facebook 55%

Get information about a college or university 55%

Play computer or console games online 49%

Buy things online, such as books, clothes, and music 38%

Look for health, dieting, or physical fitness information 28%

Download a podcast 19%

Visit chatrooms 18%

Female usersBlogging

Source: PEW Internet & American Life Project “Teens and Social Media” Dec 2007

• Girls have fueled the growth of the blogosphere

• Older teen girls are still far more likely to blog when compared with older boys (38% vs. 18%)

• Younger girl bloggers have grown at such a fast clip that they are now outpacing even the older boys (32% of younger girls blog vs. 18% of older boys)

Female usersOwn their website

Source: PEW Internet & American Life Project “Teens and Social Media” Dec 2007

Female usersSocial Networking

Source: PEW Internet & American Life Project “Teens and Social Media” Dec 2007

Female usersGaming - Owning a Nintende Console

Source: Poll GameVision

Other findings

“The internet is a very expressive medium and you’re looking at times in a girl’s life when they are

very socially expressive; the internet, and social networking particularly, enables that need”

John Horrigan of the Pew Internet Project

Other findings

Almost 55% of all British users of social networking websites were women.

Survey done by Hitwise, January 2008

Other findings

Women aged 18-24 account for 17% of all users of the social sites, while men in the same age group

account for 12%.

Survey done by Nielsen Online

Examples

Slink (BBC) - 1 million hits a day

My Kinda Place

BlogHer

Social Networks

Business CommunitiesVirtual communities where people do business (e.g. LinkedIn)

Common Interest CommunitiesVirtual communities where people share an interest (e.g. Flickr)

Friend Networking & Social CommunitiesVirtual communities where the social element and profiling are important (e.g. MySpace, FaceBook)

Communities are growing

Which Network to choose?

How did we came her?

• Homo Digitalis

• Latent need to communicate with like-minded people can be fullfilled (e.g. collecting stamps)

• Decrease in hardware costs

• Growth internet penetration

• New internet technologies (XML, Ajax)

6 C’s of Social Influence Marketing

ContentCustomizationCommunityConversationCommerceCommitment

Source: Digital Outlook Report, Razorfish, 2008

Content

Customized bite-sized, portable content or experiences for their most prominent target segments - content that their “friends” would be proud to display, share, or support.

Brand badges, coupons, wallpapers, behind-the-scenes movie clips, mashable video, updated stock quotes, recipes, sweepstakes, mobile downloads, charity donations, or plain information.

CustomizationProfiling important for users

Users want to customize content, post it, share it, and make it their own.

Marketers need to understand where their brands intersect with the passion points of their

consumers..

.. and empower consumers to express themselves via their connection to the brand

Community

Understand the community you are convening with, what holds them together.

Think carefully how to personify and express your brand.

Build it and they will come is NOT applicable here

ConversationUsers conversate the most about the brands they admire or despite.

It’s open in the public.

Tap into the positive buzz, but also accept negative conversation

Conversations with community needs to be transparent

CommerceHow to measure? Metrics not well defined yet.

Return on Investment > Return on Influence?

Marketers should tread lightly when trying to establish social influence marketing as a direct driver of commerce.

The community has not come together to help companies sell products.

Commitment

Any company can enter, or experiment

But those who can actually make a commitment to building a presence, a community of friends, and a steady amount of new content to keep their communities engaged will benefit most.

W3 Model

Why ... does this community exists?

Who ... is using it?

What .. is being shared?

Source: Broekman Marketing Advies

Why...does this community exists?

• How did it start? (bottom-up, top-down)

• What is the distinctive power?

Why...does this community exists?

• Distinctive power

• MSNS (Multiple Social Network Syndrome)

• People are active on ‘only’ three networks

• Service must benefit:

• Individual

• His/her group family, friends

• General use

Who...is using the community?

• User

• Administrator

• Advertiser

• User

• Who am I? (profile)

• Who do I know? (number and names)

• Where am I or where am I going to? (Twitter)

• What am I doing or will be doing? (Twitter)

Who...is using the community?

Who...is using the community?

• Administrator

• Without administrator no good community

• Community first

• Uses tools and communication styles community

• Puts a human face on the community

• Not just a marketing role

• Knows when to get in & get out

Who...is using the community?

• Advertiser

• Adapt message to community and it’s users

• Respect the rules

• Don’t make is a hard sell

• Conversate!

Who...is using the community?

Companies doing online research

Buzzlogic (www.buzzlogic.com)

Cymfony (www.cymfony.com)

Biz360 (www.biz360.com)

Technorati (www.technorati.com)

Integrasco (www.integrasco.com)

Buzzmetrics (www.nielsenbuzzmetrics.com)