building a social network waa 1 17 07 v2 draft
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Web Analytics Association (WAA)Web Analytics Association (WAA)
Building a Social NetworkBuilding a Social Network
Presented By:
Marshall Sponder
Elena Haliczer
Jared Freedman
Social Media Committee, WAAFebruary 1st, 2007, Miami
Presented By:
Marshall Sponder
Elena Haliczer
Jared Freedman
Social Media Committee, WAAFebruary 1st, 2007, Miami
Needs Assessments• Audiences (primary/secondary/subsequent)
• Competitive Landscape (Sphinn, Specialty Content networks, and web analytics sources, groups, other reference points)
• USP (Unique Selling Point) / WAA is the only professional association serving Web Analysts
• Services (Mentorship, Networking, Viral Media (KickApps))
• KPI’s (quantitative/qualitative): membership increase to network/, tracking of influence on the web through rss and viral widgets
• Revenue generation
Technical Decisions (Jared/Marshall)
• Open/Closed?
• Domain Masking/ CSS Style Sheets mimicking main site
• SSO (Secure Sign on)? Open ID? (Kickapps had SOAP interface – we have to write code to it) – Jared
• Membership Authentication (Open/Closed?) Unique Situation
(existing user base)
Rollout Process
• Content Strategy
• User Agreements
• Promotion
• Approval Process and Management
• Beta Testing and Training
Content Strategy and User Agreements
• Content channels– Committee content– Vendor content– Consultant content
• Influencers
• User agreements– Existing membership– New members– Site visitors
Promotion• Leverage existing membership and community
connections
• Leverage sponsors and vendor members
• Buy and resell advertising
• Generate revenue
• Manage advertising
Approval Process and Management
• Board of Directors
• Committees and sub-committees
• Volunteer Members
• Operations management company, Virtual
Beta-Testing and Training
• Communicating with vendor
• Training other committees and members in network testing and usage
• Evaluating success
• Deciding on next steps
Dealing with the Unexpected
• Competition
• Internal constraints
• Timing
• Refining process
• Vendor relations
• Refining technical decisions based on internal changes
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