SOCIAL NETWORKING
A social structure made of nodes which are generally individuals or (organizations) that are tied by one or more specific types of interdependency. EMERGING ASPECT OF SOCIAL NETWORKING: Direct marketing relying on user’s profile spaces and hours of usage. Ex: The facebook platform
Deep Integration
Mass Distribution
New Opportunity
IMPACT OF MARKETING ON SOCIAL NETWORKING SITES
Social networking sites are now close to eclipsing traffic to the giants - Google and Yahoo Since January 2004, the number of people visiting or taking part in one of the top online social networks has grown by over 109% (primarily driven by MySpace)
IMPACT OF MARKETING ON SOCIAL NETWORKING SITES
BENEFITS Advertisers can take advantage of user profiles - can reach the right target audience Location specific Reasonable cost (on demand marketing) Some social network sites count the number of clicks
EHarmony
Mediabistro
Mediabistro
IMPACT OF MARKETING ON SOCIAL NETWORKING SITES
Legend
Open network/ indirect
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4
TV commercials / newspapers / high traffic internet sites / billboards
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2
4
1
3
4 4 4
3
Blogs / magazines
3
Social networks / street ads / viral marketing
3
4
Telemarketing / email / direct mail /
Closed network / direct
COST COMPARISON OF MARKETING
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TV commercials $400,000 / average exc. production cost Magazines ads $60,000 - / full page 4-color
Social networks (facebook) cost per click (CPC) min $0.01 - (suggested $.30-$.50) + basic cost per day min $5 cost per thousand ad views $10 + $2-5 targeting cost Telemarketing $3000 - /100 hours of calling and script
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$ 0 10,000 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 550,000
$
DIGITAL VS. ANALOG
FRIENDSHIP DIGITAL ANALOG
MySpace Facebook Gaia Online Matchup Bebo Facebox Multiply Fraternities/Sororities High School College Universities
Classmates Media Bistro Yacht clubs Golf clubs Ning Sports club Forums Bars Blogging Yahoo groups MSN groups Filesharing
MMOG’s Dodgeball Flickr Pokemon Magic the gathering Book clubs
LinkedIn Coroflot Designer’s Network
YouTube Meetup
BUSINESS
Stock exchange centersv Grey Advertising network Goldman Sachs Manhattan Chamber of Commerce
COMMON INTEREST
CottonIndia CottonIndia MadeInChina MadeInChina Trade Shows
LOOSE HIERARCHY
TIGHT HIERARCHY
LINEAR FILTER
HIGH COHESION WEB
USER SCENARIO: BILL
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LOOSE HIERARCHY
TIGHT HIERARCHY
LINEAR FILTER
HIGH COHESION WEB
LOOSE HIERARCHY
TIGHT HIERARCHY
LINEAR FILTER
HIGH COHESION WEB
LOOSE HIERARCHY
MEMBER SIDE 2
TIGHT HIERARCHY
NETWORK FILTER MEMBER SIDE 1
LINEAR FILTER
HIGH COHESION WEB
ATTRIBUTE 1
MEMBER
ATTRIBUTE 2 ATTRIBUTE 3 ATTRIBUTE 4
LOOSE HIERARCHY
TIGHT HIERARCHY
LINEAR FILTER
HIGH COHESION WEB
CLASSIFICATIONS OF SOCIAL NETWORKS
Paid Free
Virtual Physical Virtual and Physical
Web
Loose Hierarchy
Linear Filter
Tight Hierarchy
Interest
Business
Friendship
ICONOGRAPHY FOR SOCIAL NETWORKS
Interest Business Friendship Web Loose Hierarchy Linear Filter Tight Hierarchy Virtual Physical Virtual and Physical
E FRE Free
$
Paid
Church Groups
Facebook
Meetup
MMO Games
Media Bistro
E FRE
E FRE
$
$
$
WHAT’S NEXT ?
Genebase (www.genebase.com) Genetic testing to connect people ($119 for DNA test) Connect to other people with shared genetic traits Enables users to access a deep ancestry marker database that allows to trace their family history back 150,000 years. Emerging Market Marginalized marketing of health products due to a more relevant history of geneticially inherited diseases. Ex. An individual with a genetic history of diabetes will be marginalized by the Diabetes Healthcare Professionals.
REFERENCES
The Social Software Weblog. http://socialsoftware.weblogsinc.com/2006/05/17/top-10social-networking-sites-see-47-growth/ * boyd, d. m., & Ellison, N. B. (2007) You Tube: Social Network. http://www.youtube.com/watch?v=6a_KF7TYKVc Wikipedia: Social Network. http://en.wikipedia.org/wiki/Social_network The Economist. http://www.economist.com/daily/chartgallery/displaystory.cfm?story_id=10750408 Meetup Watch. http://press.meetup.com/watch/archives/000696.html Compete.com. www.compete.com The greater bibleway. http://www.greaterbibleway.org/menu.html Catholic Hierarchy. http://www.catholic-hierarchy.org/country/ The Roman Catholic - Diocese of Balanga. http://www.balangadiocese.com/pic/krisma11.jpg Christianity by percentage. http://upload.wikimedia.org/wikipedia/commons/e/e8/ Christianity_percentage_by_country.png http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html Social network sites. Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), article 11. Eharmony. http://www.eharmony.com Online Dating Magazine. http://www.onlinedatingmagazine.com/history/eharmonyhistory.html Facebook Developers. http://developers.facebook.com/