A Social Networking Success Story
BY Lynne d JohnsFri Nonov 10, 2006
On Wednesday at the Web 2.0 Summit, Hyun-Oh Yoo, a CEO of SK Communications based in Korea, spoke about his company's social network, Cyworld, which he said was the largest social networking site in the world. Started in Korea, the site has attracted many first time Internet users who are in their 20s.
As reported by GigaOm, Yoo stated that "Cyworld2 has 20 million subscribers in Korea, which is 40 percent of the total Korean population, as well as more than 3 million users in non-Korean countries."
"The site has 22 million unique visitors per month, 20 billion page views per month, and $300,000 in daily sales of digital items. He also said the site sells 6 million songs per month and has 100,000 videos uploads daily (bigger than the publicly reported YouTube numbers)."
What's fascinating about Cyworld, is that it's a little bit MySpace, a little bit iTunes, as well as a little bit YouTube. It might even be said that it's a little Second Life, and even Sims, as users set up a virtual room where their avatar lives. Users exchange real money for acorns to purchase wallpapers, clothes for their avatars, furnishings, background music, banners, fonts, and other decorations.
Because of this, the social network's business model is not only an ad-driven one, as many other social sites in the US are, but it also incorporates the selling of digital tools that enable users to enhance their personal spaces. This is something that Wallop, a beta social network and spinout company from Microsoft, has embraced as a business model also.
The corporate world has also embraced Cyworld, setting up worlds there to accompany product launches. For critics asking where's the successful business model in social networking, Cyworld might be the answer.
http://www.fastcompany.com/blog/lynne-d-johnson/digital-media-diva/social-networking-success-story
Create super users
Glogster is a social network where users can create interactive posters, or “glogs.” Glogs are very personal, and the Glogster team gets to know a lot about its users. Realizing that some of their users are more avid and opinionated than others, Glogster decided to build a deeper connection with those users by creating a group of super users, or Glogster Commandos, explained Andrew Connelly, Glogster’s Director of Business Development.
http://mashable.com/2009/04/28/grow-social-network/
A social-networking success story
The Voices for the Library story demonstrates how effective social media can be for promotion on a massive scale, collaboration between geographically diverse team members, and giving a voice to people who would otherwise go unheard
CC-AT Flickr: Margaret StranksVoices for the Library is a campaign group promoting the value of public libraries. The team behind the group live in different places. They have only met face-to-face once. Despite this, they have worked together for the past five months to create one of the most well-known library campaign groups in the country. The group owe its existence and its success to social media tools.
The group began on Twitter. During the summer of 2010, a media narrative developed claiming that libraries were failing and that the internet was replacing the need for libraries and trained library staff: these assertions are not true. This reached a nadir when BBC’s Newsnight mistakenly reported that the total number of loans from the UK’s public libraries in 2006-2007 was 314,000: the actual number is approximately 314 million.
The library community has a very active presence on Twitter—over 400 library workers use Twitter regularly—and soon, a small group of librarians began to share ideas about how to counteract traditional media’s misrepresentation of libraries. By September, Voices for the Library was set up: a platform to spread information about libraries and let users share their stories about the value of libraries.
As a team of volunteers spread across the UK with no budget, we relied on our technical knowledge and expertise to promote ourselves using free and functional social media tools. Within three weeks, we were using Twitter, Facebook, Flickr, YouTube, Delicious, and a website built on WordPress to spread the word and gather supporters. We now regularly use these as platforms for spreading information about local campaigns, events across the country, the latest library news, and even recruiting new team members. To these, we have added a paper.li webpage to collate library news everyday and a Google Maps API to show which libraries are under threat. Our online presence requires a great deal of commitment and effort from the team members maintaining the profiles—particularly on Facebook and Twitter which require updates 7 days a week—but it is necessary to keep the campaign strong and build on momentum.
Behind the scenes, we use a variety of tools to co-ordinate efforts: a PBworks wiki, Doodle, Chatzy, email. These allow us to hold team meetings, share materials sent to us by supporters, work together on promotional materials, and formulate effective strategies for developing the campaign. Our team communication through social media tools has been so effective that we’ve only had to meet face-to-face once so far.
WIth over 400 libraries now under threat, it's even more important for the team to react quickly and spread the word as far as possible. The power of social media for promotion was demonstrated on 16 January when library user, mardixon, asked Twitter users why libraries were important. Within a few hours and some supporting tweets from Voices for the Library, the #savelibraries hashtag got over 5000 tweets and became a trending topic first in the UK and then worldwide. Thousands of people heard about the threat to libraries that day, many of whom would never have heard about it via traditional media.
Social media has allowed us not only to set up a national campaign group that otherwise could not have existed but also to spread the word effectively and cheaply and to reach people we would otherwise not have reached – politicians, journalists, celebrities, and most importantly, library users. Voices for the Library will continue to use social media and experiment with new tools so that we can give voices to people who value the UK’s public library service.
http://zine.openrightsgroup.org/comment/2011/a-social-networking-success-story
One of my first experiences with this technique was when Andy Sernovitz, author of “Word of Mouth Marketing” sent me a luggage tag that had my business card laminated inside. I had met Sernovitz a few weeks earlier at an event and had handed him my card. I assumed he would just keep it. I didn’t expect him to send it back. On the other side of the luggage tag (the backside of my business card) was an ad for his book and some advice that explained what he just did: “Word of Mouth Tip #33: Do something special and surprising.”
Another great example of personalized customization was what Dr. David Klein, a San Diego chiropractor did at a WordCamp conference in San Francisco. He had a representative photograph people holding up a sign of their dream profession along with their Web address. In turn, a cartoonist drew a caricature of that person in that profession. Here’s mine: (While I thought this was a great idea, since his business was local, he should have done it in San Diego, not San Francisco.)
Give something away that’s customized for the user
.One of my first experiences with this technique was when Andy Sernovitz, author of “Word of Mouth Marketing” sent me a luggage tag that had my business card laminated inside. I had met Sernovitz a few weeks earlier at an event and had handed him my card. I assumed he would just keep it. I didn’t expect him to send it back. On the other side of the luggage tag (the backside of my business card) was an ad for his book and some advice that explained what he just did: “Word of Mouth Tip #33: Do something special and surprising.”
Another great example of personalized customization was what Dr. David Klein, a San Diego chiropractor did at a WordCamp conference in San Francisco. He had a representative photograph people holding up a sign of their dream profession along with their Web address. In turn, a cartoonist drew a caricature of that person in that profession. Here’s mine: (While I thought this was a great idea, since his business was local, he should have done it in San Diego, not San Francisco.)
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