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Monetizing Networks and Communities

Web 2.0: Beyond the HypeSSP Pre-Meeting SeminarMay 28, 2008

Leigh Watson HealyChief Analyst, Outsell, Inc.

22© 2008 Outsell, Inc. All rights reserved.

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 Attensa Online BeanRocket Bebo Big Idea Group BioMedNet BlackPlanet.com Blinkx Blip.tv BlogLines 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

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

Exchange Inc eSPIN Expert Witness Network ExpertVillage Facebook Faceparty Faculty of 1000 Faniq FeedBucket

FeedFeeds FeedLounge FeedReader.net FeedShow.com FeedZilla Fidg't 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 Grabline.com Graduates.com Grono.net GuildCafe Guru.com Haystack hi5 Hoover’s Hyves Ideastorm iFilm

imeem IndiaNews InfoPlease.com Inkling Markets Inmobile InnoCentive Intota IRC-Galleria

iStockphoto ITToolbox iWiW Jaiku Jambo Jobster Joga Bonito Kaneva Kinja Kiva.org KnowledgeStorm

Last.fm Lego LibraryThing LinkedIn LiveJournal LiveLeak LookSmart.com LunarStorm Manta Marketocracy

MEETin Meetup.com MetaCafe metaRSS MiGente.com MINICLIP.COM Mixi mnemomap Mochila 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 Net Promoter NetInformer Netlog Netscape Netvibes Neurona NewAssignment.Net NewsAlloy NewsBurst

NewsGator NewsIsFree NewsNow NewsOnFeeds Newsvine Nexopia NineSigma Ning NowPublic Nuance

OhMyNews OkCupid One World TV Open Directory Project orkut Our Media OUTeverywhere Oxford Analytica

Pajamas Media Passado Pearson Education PeekVid Pickheads Pickspal Piczo Playahead Plazes Pluck

Pownce Pressrank Primary Insight ProfileHeaven Protopage PutFile QubeTV RateItAll RealArcade Reddit Reunion.com

Revver Rezzibo Rocket Rojo Round Table Group RssPress.it Rummble Ryze Salesforce.com

Science Navigation Group Scintilla Sconex Searchles SecondLife Sermo sevenload sexi Shared Insights, Inc.

Sharkle Shelfari Shockwave.com slashgeo SmartPlanet.com So You Wanna Sofomo Soundpedia Sportsvite 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 YouTube YRUHRN Zaads

Zillow.com Zoints ZoomInfo Zooomr Zopa Zylom

advertising aggregators ajax annotation attention behavioral blogs

blogosphere books boomers business models citizen journalism Usability click

fraud commons Community consumer cool cooperation copying copyright

Participation culture cyberlaw design digital cocooning digital natives

distraction DRM Sharing e-books enterprise 2.0 environment epaper flat

folksonomy free fun games Conversation gaming global internet ipod

library2.0 local location-aware long tail maps marketing millennials Innovation

MMOG mobility music net neutrality networking news online open access

Web 2.0

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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…

44© 2008 Outsell, Inc. All rights reserved.

Individual users, consumers, business pros, enterprises

The Web 2.0 Environment

Web 1.0 Open Web Portals/Sites - Enterprise 1.0 Portals

Search &Access

Social Networks * Mashups * User-Generated Content

Community/Sharing * Professional Networking

Expert Networks * Crowdsourcing

Blogging * Wikis * RSS * Widgets

Ruby * SOAP * XML * Open Source Software

Mobile * Ajax * CSS * SaaS * Ontologies

Web 2.0 technologies…

Manifest in web 2.0 as…

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Consumer Social Networks

Networks Evolving

Collegiate Social Networks

Sharing

Conversing

Problem Solving

Crowdsourcing

Professional Social Networks

Enterprise Networks

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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”

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Emerging Business Models Around Community

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Business Models RecapAd-Based/Sponsored Blended Subscription Transactional

Professional Networks

Facebook

Doostang

ecademy

Jobster

LinkedIn

Ryze

Spoke

XING

inmobile

Knowledge Sharing

Advogato

BullPoo

Covestor

eHow

GlobalSpec CR4

ITToolbox

MyVing

Scintilla

ThomasNet Forums

TechTarget

Vistage International

Community of Science

Corporate Executive Board

SERMO

The Well

Expert Networks

ALM experts.com

Experts Direct

eMindsource

Expert Witness Network

Gerson Lehrman Group

LECG

Your Encore

Oxford Analytica

UpToDate

Primary Insight

Round Table Group

Intota

NineSigma

Crowd-sourcing

AllExperts

Answers.com

Del.icio.us

Digg

Newsvine

My-Currency

Stumbleupon

Work.com

Yahoo! Answers

Yelp

Wikipedia

Marketocracy

Guru.com

AnswerBag

Swivel Preview

Faculty of 1000

Swarm of Angels

Amazon Mechanical Turk

Big Idea Group

Cambrian House

Idea Connection

InnoCentive

iStockphoto

NowPublic

Yet2

Zopa

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Work Processes Redesigned by Community-Based Innovation

New ways to gather customer input

Tribal marketing & product development

Reinventing R&D

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Open Innovation Rewriting Rules of R&D

kluster

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Community By and For Physicians

Source: www.sermo.com

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Open Forums Redesigning Scholarly Communications

Source: network.nature.com

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Ten Communities to Watch

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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

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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

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Discussion

What Are You Seeing?

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