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growth

Growing your social network for digital marketing enthusiasts
The white paper is for marketers interested in digital marketing and growing their brand’s social network. The paper contains real case studies of successful social networks, which gives you a perspective of how others did it.

Learn how sites like Facebook, Twitter, MySpace, YouTube, Flixster, RockYou, Slide and Plaxo grew their Social Networks

Out now on Amazon
Aug 2010

“Essential Social Media knowledge to grow your business...”

Categories
Import Data Export Data Building external Applications Building API 3s

Tips for growing online social network

3 6 9 12 15

Paper developed in collaboration with Raj Anand, Digital Consultancy and Midnight, Media Consultancy

Henderson Kite Midnight

Raj Anand: +44 (0) 208 1333 676| raj.anand@hendersonkite.com Midnight: +44 (0) 870 0844144 | enquiries@midnight.co.uk

May 2009. Noncommercial creative commons licence: You can copy, distribute, display, and perform our work - and derivative works based upon it - but for non-commercial purposes only. For commercial purpose please contact Raj Anand on raj.anand@hendersonkite.com

What can I expect from this paper?

Introduction
Background
Growing a social network without an existing user base can be difficult. This document looks at how significant growth was achieved by existing social networks. including Facebook, Twitter, MySpace, YouTube, Flixster, RockYou, Slide and Plaxo. The document discusses how these tactics can be implemented to the benefit of new social networks.

Is this paper for me?
This document is aimed at marketers with an interest in digital media and online communities. The paper is also useful for technologists who want to understand the implications of online applications on their business.

A jargon buster is provided on page 17 to explain any technical language used.

Source: Khalid Almasoud

growth
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Trenz Pruca Aliquam de Mantis Leo Praesen Mauris Vitaequam Diam Nobis Senmaris Calla Ipsum Eget Toque Aliquam de Manti

Fringilla Viverr Seargente de Fermentum Urna Semper Chauncey de Billuptus Orci Aliquam Vivamus Nunc Nobis Eget Sed accumsan Libero

Fermen Pede Vestibulum Bibendum Uam Scelerisque Maecenas Interdum Cras Maecenas Curabitur Leo Tortor Rasellus Quisque Porta

Import Data

MySpace and Facebook are good examples of sites that allow users to build applications and bring their own information from other websites. This allows these websites to constantly grow and evolve according to the changing demands of their users.

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Myspace facts
Things you probably didn’t know about MySpace
1. 76 million unique users By the end of 2008, MySpace had 76 million unique users as reported by comScore, growing at 10% per year. 2. MySpace larger than Facebook MySpace is still the most used social network in the US. It sees 76 million unique users as opposed to Facebook’s 54.5 million users per month. 3. MySpace made $1bn in 2008 Last we heard, MySpace was on target to hit $1bn in revenue in 2008. MySpace has certainly had some help from Google for a guaranteed revenue deal, which provides search for MySpace. 4. MySpaceId 6 and Open Social After successfully releasing MySpace applications made on Google’s Open Social platform. MySpace is now set to launch MySpaceID which allows users' activities to be exported to any external site. Developers can then stream feeds like photos, events and music.

Source: Joits slideshow widgets, videos etc) were seen as an acceptable way to export data. This allowed musicians to bring their MP3 4s, slide shows etc from external sources.Now HTML embeds have been replaced by API 3s (Application Programming Interface).

MySpace evolution
Many social media commentators described MySpace, an online social network with over 100 million users, as the open evolution of Friendster 1. The latter was very restrictive as it, limited user selfexpression.. Members of the site reacted by moving to MySpace, creating detailed profiles complete with large amounts of multimedia. Users hacked their profiles using HTML 2 to make them more expressive. MySpace didn't stop them and welcomed this exploration of its- platform . As a result, the cultural enthusiasm was nurtured and it grew and grew...

Results
MySpace is a fantastic example of the organic growth of a social network. The graph below shows the rate at which MySpace grew its users, with both its members and unique visitors increasing over time. Impressively, comScore 5 data shows that MySpace had 37 million unique visitors in February 2006, up five-fold from the previous year. In conclusion, MySpace showcased that users want to personalise their profiles and import data from all around the web

Power of HTML

2

For many, MySpace was a step up from the existing social networks available at the time. Due to the primitive nature of those social networks , HTML 2 embeds (like

Members (in million) on MySpace V/S Month - Year 150 120 90 60 30 0 05/04 10/04 02/05 06/05 10/05 02/06 06/06 10/06
Source: Mychurch.org MySpace is a fantastic example of users demonstrating a strong desire to import their private multimedia and content from other sites. Even a basic HTML 2 editor for personalisation, which is difficult to digest for an average user, makes the site compelling enough for people to adopt it.

Summary

Registered members (in million)
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Facebook Applications

Facebook facts
Things you probably didn’t know about Facebook
1. 25 million users joined in 5 weeks Mid-February 2009 Facebook hit 175 million registered users, just five weeks after it hit 150 million users in January. At this rate, Facebook has been growing by well over 600,000 users per day .

Source: Robelto apps continued to grow steadily to over 32,000. To make the applications a reality, Facebook developed an entire platform to provide a framework for third-party developers to create applications that interact with core Facebook features and a Mark-up Language (FBML 9), a variant of HTML 2, for developers to customise look and feel of applications.

Facebook evolution
Mark Zuckerberg founded Facebook with fellow computer science major students at Harvard University. Website membership was initially limited to Harvard students, but was expanded to other colleges in the Boston area and then the Ivy League. It was later extended further to include any university student, then high school students, and, finally, to anyone aged 13 and over.

2. Quick growth from 35-49 year olds Facebook’s greatest growth in global audience numbers has come from people aged 35-49 says Nielsen Online. 34.4% of Facebook’s users between December 2007 to December 2008 were from this age group. 3. Facebook on mobile phone Facebook is one of the most popular social networks in Europe and the US. Mobile applications for handsets, such as Apple’s iPhone, are playing a substantial role in expanding Facebook’s usage. In April 2009 Facebook had 6.4 million active iPhone users. 4. 3.1 million Facebook Developers Currently Facebook has over 3,098,000 (March 2009) users registered as developers. Although only a small proportion of these users have developed the 33,000+ applications (July 2008).

Facebook Apps
Facebook’s first major growth as a social network has been attributed to the introduction of Facebook Applications. Compete 8’s data shows (below) that Facebook activity grew 32% from May to August, 2007, with more than a third of the growth coming from its new applications. Applications had a big buy in from users and application developers alike. During the middle of 2007, the number of published

Results
Facebook has been constantly evolving its user base and platform. It now has 57,514 apps with over 200,000 active developers. Typically, applications are used 34 million times every day and have a combined valuation of approximately $269.3 million (April 2009).

Summary
Making a proprietary platform which allows developers to build on your infrastructure is an investment worth making. Facebook’s example shows that a good platform can both increase the site’s usage, and also expand the community of developers. This allows the website to constantly develop and evolve.

Launch of Facebook Platform Source: Compete.com (US audience only)

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Trenz Pruca Aliquam de Mantis Leo Praesen Mauris Vitaequam Diam Nobis Senmaris Calla Ipsum Eget Toque Aliquam de Manti

Fringilla Viverr Seargente de Fermentum Urna Semper Chauncey de Billuptus Orci Aliquam Vivamus Nunc Nobis Eget Sed accumsan Libero

Fermen Pede Vestibulum Bibendum Uam Scelerisque Maecenas Interdum Cras Maecenas Curabitur Leo Tortor Rasellus Quisque Porta

Export Data

YouTube and Slide demonstrate the ability to export technology to other websites. Certainly a tried and tested way to grow a social network .

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YouTube facts
Things you probably didn’t know about YouTube
1. Second most used search engine Video search on YouTube accounts for a quarter of all Google search queries in the US, according to the latest search engine numbers from comScore 5. 2. Totally customise the video player Wordia’s YouTube video (below) looks like Vimeo. This is possible using YouTube’s Player API 3’s. For details

Source: http://www.flickr.com/photos/sko11ie/

YouTube evolution
For the first nine months (February November 2005) of YouTube’s existence, it didn't see significant user growth and was focused on product development. The Californian based company was spending colossal amounts of money on servers already and wasn’t prepared to spend a lot on PR. That left them with little to no money to market the product. Then a decision was made to allow users to spread the word on their behalf. They allowed users to embed videos to blogs, websites and especially MySpace pages. That's when the exponential growth actually began.

given that Google had a competing product in the market, Google Video. YouTube used a technology called Flash, which isn’t fantastic for search engine rankings but does easily embed. Google stayed away from Flash , making it more tricky to embed videos on various sites. Google ended up acquiring YouTube for a reported $1.65 billion.

see : Youtube Player APIs 3. Widget view v/s YouTube Youtube recently unveiled that 44 per cent of its videos are watched through players embedded on other sites. Given that 5.3 billion videos were watched in February 2009, embedded video accounts for 2.3 billion videos. 4. YouTube’s revenue In 2008 YouTube will generate about $100 million in the US (with 100 million users),compared to about $70 million at Hulu (with 34.7 million users). Next year both sites will generate about $180 million in the US.

Results
YouTube now has the largest share of the US online video market, accounting for 41per cent of online videos viewed and just under 100 million unique viewers. Google’s acquisition of YouTube allowed it to continue to rank as the top US video property with 5.3 billion videos viewed in just one month. Google now has a huge market share, with YouTube accounting for more than 99 per cent of all videos viewed at the property.

Google acquires YouTube
Google’s acquisition of YouTube, for $1.65 billion, came as a surprise for many

Visitors (in million) on YouTube V/S Months (in business) 20 16 12 8 4 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
User’s allowed to embed videos

Summary
The ability to embed a product like videos on a personal website or profile is a powerful way to get more people to know about your product. This is a fantastic example of a phenomenon called the ‘Widgetization of the web’. Which is deconstruction of the Web into small, single-purpose applications called widgets or gadgets.

Source: Compete Blog (US audience only)

Visitors on YouTube (in million)
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Slide.com facts
Things you probably didn’t know about Slide
1. Million widgets per day Slide serves more than one million widgets per day. This does not include the Facebook widgets, which contribute to the majority of its usership. 2. Slide’s Facebook apps Two of Slides Facebook widgets are in the top 10 most visited applications on Facebook. These two applications, Top Friends and Super poke, attracted up to 4.4 million users per day in 2008. 3. Slide top ten most popular web In May 2008 comScore 5 reported Slide Network, which includes its Facebook applications, to be the ninth most visited site on the planet serving 155 million unique users per year. 4. Slide.com buys app for $60K Apart from expanding its market via its own Facebook applications, Slide also acquired application Favourite Peeps for a reported $60,000. Favourite Peeps was the 14th most popular application on Facebook with approximately 1.3 million users and was growing at about 2.3 per cent (30,000 users) per day. The reported acquisition price values each user of the Facebook app at about $0.046.

Slide evolution
Slide.com, as the name suggests, is aimed at users looking to build a picture slideshow. Users can quickly upload images and get customised players for their images. The majority of the site’s users build slideshows for their MySpace profiles and other social networking pages. Customisation of these players and their social networking pages was key for these users.

of the applications and slide.com’s first movers advantage (i.e.Slide.com was one of the first application developers on Facebook). Slide’s presence on this large social network has no doubt aided in its popularity. With other networks like Hi5 and Bebo supporting Slide for easy picture imports, it continues to become a staple in the social networking widget world.

Results
The San Francisco based company had more than 134 million unique viewers of its widgets per month in September 2008 (up from 117 million in March 2008), giving it a lead over rival widget-makers like RockYou. In April 2007 Slide.com received 13.8% of all worldwide online audience.

Growth of Slide
The growth of slide was, in part, due to its popularity on social networks like MySpace and Facebook. Slide managed to place three of its widget offerings in the top 10 spot for Facebook applications, with success largely attributed to the viral nature

Summary
Slide.com showcases the ability to gain a massive increase in users by making its application available in Facebook and MySpace. Slide also demonstrates that joining a platform as an early adopter can increase the visibility of products immensely.

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Building External Applications

Building custom tools for a specific website (in our examples Facebook) can make users quickly adopt your website. The effects of user’s uptake will be felt on your website i.e. outside Facebook.

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Flixster facts
Things you probably didn’t know about Flixster
1. Flixster founders background Flixster’s founders are two relatively young entrepreneurs, Joe Greenstein and Saran Chari. They both worked at Edusoft, a web-based assessment platform for public school districts in the US. 2. Flixster was born from... Joe Greenstein’s frustration: He and his then-girlfriend could never agree on a movie. His and Saran Chari's first effort was a basic operation called WhoSawWhat.com. 3. Big in Philippines and Romania

About Flixster
Flixster is a social network for movie lovers. It allows users to review movies using social networking tools, rate movies, become a fan and leave comments.

It’s rapid rise in user base makes for a promising company future.

Flixster Growth
One of Flixster’s primary traffic drivers is its Facebook Application,Movies, which has consistently been one of the most popular apps on the site. Daily user totals peaked in December 2007, and, as of November 2008, its 6.6 million monthly active users place the Movies app at the number eight spot among most-used applications on Facebook. Apart from the US, Romania and Philippines have the majority of Flixster’s userbase, followed by the UK and Indonesia. 4. Flixster acquires iPhone App Flixster acquired a popular iPhone application called Movies.app in midAugust 2008 and re-released the application within a week. This is perhaps the first acquisition of an iPhone app. The application was bought from a college student at Carnegie Mellon University, Pittsburgh, USA.

User Statistics
Flixster currently has over 50 million registered users with over 1.5 billion movie ratings, and has already outpaced (in total page views) other movie sites such as Fandango. While the site is still dwarfed in terms of total page views by the more information based IMDB 10, its emphasis is on combining social networking with movies.

Total visitors (in 000) on Flixster V/S Month / Year 2,000 1,600 1,200 800 400 0 03/06 05/06 07/06 09/06 11/06 01/07
Growth via Facebook Application

Summary
Flixster is a social network for movies. The network is another early Facebook Application adopter. This helped it get a lot of publicity and visibility. Flixster focused on providing movie reviews to users and used various platforms including iPhone and Facbeook.

Total visitors (in 000)

Source: Compete Blog (US audience only) Digital Consultancy - Media Consultancy

RockYou facts
Things you probably didn’t know about RockYou
1. 30% of users use RockYou RockYou widgets are now used by over 30per cent of users on most social networks. RockYou serves 150 million widgets per day reaching approximately 80 million people per month. 2. Series-C Funding from Japan and Korea Japanese mobile giant SoftBank and Korean telecom investment company SK Telecom Ventures invested $17 million into RockYou to create a new joint venture to build applications for the Asia-Pacific market. To date RockYou has raised three rounds of funding and a total of $68.5 million. 3. Branded social applications for celebrities In April 2009 RockYou announced itsBackstage! application integration platform. The platform allows musicians, actors, celebrities, athletes and other talent to connect with fans and partner with consumer brands across the world. 4. RockYou’s content distribution experiment with Ashton Kutcher RockYou conducted its first big content distribution test with Ashton Kutcher’s Katalyst Media. The site showed 1.8 million impressions in a single day for Katalyst’s special Fashion Week episode of its show Blah Girls. The show was distributed with a mix of autoplaying videos and click-to-play, in ad units and as a featured video within RockYou’s various applications, such as Super Wall

Source: Niallkennedy

RockYou evolution
RockYou (originally named RockMySpace) creates and distributes self-expression widgets. The widgets can be used to enhance the look and feel of blogs, personal websites and personal pages on social networks such as Facebook, MySpace and Bebo.

internationally popular social network, hi5.

Application Popularity
RockYou achieved a top Alexa reach of 0.49per cent up 112per cent within three months. RockYou's Super Wall became the top application on the Facebook platform with over three million daily active users. RockYou holds the number one position on Facebook slideshows with over five times the engagement versus its nearest competition: 42,294 to 7,315. On the MySpace Platform, RockYou owns three of the top 10 applications: Truth Box, the first application to reach a million users, Kiss Me, and Name Meaning. RockYou's applications on launching on hi5 quickly became favourites amongst users. For instance, the SuperFive application has grown from 1.4 million user installs as of April 7 2008, to over two million installs on April 15.

Explosive Growth
Since Facebook opened its platform for developers, RockYou has stormed in and become the network's most prolific and popular developer of social applications. The company also created Facebook's first ad network, helping to give other applications the initial traction they need and offering a potent new way for brands and advertisers to reach their audiences. Furthermore, it has embraced Google's OpenSocial standard and has taken the lead among OpenSocial 7 applications on the

Unique visitors (in millions) v/s Month - Year 30 24 18 12 6 0 04/08 06/08 08/08 10/08 12/08 02/09
Source: Compete Blog (US audience only)

Summary
RockYou’s growth has been partially the result of building for the Facebook platform and developing the first advertising network. RockYou managed to constantly increase its users by opening its platform to Google’s OpenSocial 7.

RockYou

Slide.com

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Building API s
3

Creating a social network or environment which can accept tools built by others, can dramatically increase the uptake of your network.

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Twitter facts
Things you probably didn’t know about Twitter
1. Web most common twitter client Although 10 times the traffic comes from Twitter API 3s. 28.25% of users still prefer Twitter.com to tweet messages according to twitstat.com 2. Tweetdeck encourages tweeting Tweetdeck is a UK based Twitter product which recently secured angel funding from The Accelerator Group. It is the most used Twitter product (not including Twitter.com) and statistics show that users tweet 193% more when using Tweetdeck as opposed to its nearest competitor.

Twitter Introduction
Twitter is a social networking and microblogging 11 service that enables its users to send and read other users' updates, known as tweets. Tweets are text-based posts of up to 140 characters in length. Updates are displayed on the user's profile page and delivered to other users who have signed up to receive them

10 times more traffic than the website.

Results
The latest numbers are in, and Twitter is growing at a torrid pace. According to statistics just released from Nielsen Online, Twitter recorded 2.3 million unique visitors in August 2008 (US-only), an increase of 422per cent from the same period the previous year. Moreover, visitors to Twitter spent 55per cent more time on the site on average – a total of more than seven minutes per user. Those numbers point to rather robust growth for the site, especially considering many of its most rabid users access it through a third-party client like Twhirl or Tweetdeck.

3. Twitter business model Twitter’s venture capitalists say they are not worried about when the micro-blogging 11 start-up will start making money. And why should they be? The techies in the blogosphere are taking care of that for them. 4. Twitter suggestion slot worth $250k When newbies sign up to Twitter now, they are presented with a list of 100 suggested users to start following. Simply being on that list can boost your followers well above 100,000. Several people and organisations on the list (such as Al Gore, Lance Armstrong, Kevin Rose, the New York Times, and CNN) now have more than 250,000 followers each.

Power of API

3

API 3 has been arguably the most important thing Twitter has done. It allowed Twitter to keep the service very simple. So that developers can build on top of Twitters’ infrastructure. Users then came up with ideas and built applications which have made Twitter elegant, something a start-up of Twitter’s size couldn’t have achieved it’s resources otherwise. So, the API 3 easily has

Summary
Twitter’s success story is mainly based on opening its platform and allowing programmers to build applications for its API 3. Twitter’s growth and innovation is driven by the programmers who are constantly innovating to make Twitter applications.

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Plaxo facts
Things you probably didn’t know about Plaxo
1. Plaxo’s ex-Napster13 founder Plaxo was founded by Napster cofounder Sean Parker and two Stanford engineering students, Todd Masonis and Cameron Ring. 2. Plaxo and partnerships Plaxo’s growth strategy is heavily reliant on building on existing third party API 3s. In the last few months alone, Plaxo has built integration for TripIt, new version of OpenID 15, became an OpenID 15 provider and continue to support several other API 3 s. 3. Plaxo premium account

Plaxo evolution
Plaxo is an online address book and social networking service aimed at professional and personal contacts. Once contacts are stored in the central location, it is possible to list connections between contacts and access the address book from anywhere. A Plaxo plug-in supports major address books including Outlook, Mozilla Thunderbird and Address Book on Mac OS X 12.

first “social web aggregator,” pioneering the idea of seeing in a single place what the people you care about are sharing on sites all over the web. Now, of course, there are other such services like FriendFeed, Chi.mp and Naymz.com.

Results
Plaxo has had a steady growth, decline and then another growth phase. Plaxo was acquired by Comcast in May 2008 for between $150 million to $170 million. In May 2008 Plaxo reported 20 million users on its system. A quick look at the graph below indicates that monthly use of the site in the US is increasing constantly. that their monthly usage in the US is increasing constantly.

Power of API

3

Plaxo was one of the first partners to adopt Google’s OpenSocial 7 platform. Plaxo has been a huge supporter of empowering users to regain control of their social data across all the tools they use. This approach of converting users’ address books into a social network and allowing them to move data around is a good example of how to use third party API3s. The launch of Plaxo Pulse in the

For £25.99 users can set-up a premium account which allows users to sync Plaxo with Windows Mobile phones and automate contact book backup and recovery. It also allows users 24/7 VIP phone and emailsupport.

summer of 2007 made thecompany the

Summary
Comcast acquires Plaxo Launch of Pulse Plaxo’s growth has mainly been driven by its innovative approach to make users’ address books portable. Plaxo’s social network is based on openness of data and provides users the ability to aggregate data from various social networks.

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Top tips

7 tips for building and growing your online social network
1. Build APIs3: Allow developers to build applications for your platform. This doesn’t need to be sophisticated, although the simpler you can make it the higher uptake you’ll see. The most common way to open up the platform for developers is by building a APIs3. 2. Build Applications: Apart from opening up your platform, it’s also worth building applications using others’ APIs 3. Examples in this document show the rapid adoption of new social networks based on applications built for platforms. 3. Adopt platform early: To hit critical mass of users quickly, developers are advised to adopt a new platform ASAP. Examples in this document show that early adopters on platforms like Facebook saw maximum success and growth in user numbers. 4. Keep it simple: Make it simple for the user to install your product in blogs, websites or install the applications on third party platforms. For instance, embedding a YouTube video to a user’s blog is a basic copy and paste. The usability is made absolutely simple. 5. Adopt a niche: Define a niche for your product. A good niche like Flixster i.e. social networks for movies, is easier to sell–in to users. 6. Openness of data: The walled garden approach to data doesn't work, even Facebook had to let it go. Let users own their data and they will feel comfortable using your platform. 7. Keep innovation: Innovation is key for development and growth of social networks. Social networks like Facebook keep innovating to provide unique user experience and keep the network fresh.

se7en tips
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Future key players
1. OpenSocial 7 OpenSocial is a set of API 3s developed by Google to make it easier for developers to build applications for third parties. It is already available on sites such as Hi5, MySpace and Ning. As more sites support OpenSocial, it will provide a lucrative opportunity for both application developers and network owners. 2. Facebook Connect 14 A single sign-on service that competes with OpenID 15, the service enables Facebook users to login to affiliated sites using their Facebook account and share information from such sites with their Facebook friends. 3. Third party integrators With the volume of social tools like MySpaceId 6, Facebook Connect 14 etc its hard for web publishers to keep track and continue developing their system. We hence recommend third party integrators like Gigya’s Socialize. They continue to aggregates API 3s, like those from Facebook, MySpace and OpenID 15, into a single API 3. 4. Social Graph Social Graph is a the global mapping of everybody and how they're related. Many organisations are trying to find the most elegant solution to getting everyone’s social graph available openly without any restrictions. The current contenders include: OpenSocial 7, Facebook Connect 14 and perhaps OpenID 15 coupled with Google Contacts API 3. Source: Warmnfuzzy

Prediction going forwards
The future for social media is bright given the shift of major social networks towards openness and users owning their data. The clear winner of the social media marathon will be a company that can influence the most people with its technologies. The OpenID 15 v/s Facebook Connect 14 saga shows that users are not only interested in functionality but also usability.

Liberate Data
There will be many influencers in the social networking arena in the following months that focus on unifying technology across the board. Two potential key players are Google, in conjunction with the OpenID 15 community, and Facebook teamed up with Microsoft. Exciting times are ahead as these companies innovate to liberate user data and move it around. If both solutions are credible, users and websites will happily accept them but will resist to signing up to new websites.

User Identity
In the coming months the biggest challenge that will be solved will be Identity and the Social Graph. Users will resist signing up to yet another social network andwill instead want to use their existing accounts. Once they sign up to a new social network they will want to befriend their existing contacts. Smaller networks, like Plaxo, third party integrators, like Gigya, and widget suppliers like Clearspring will also play a big role. They will make it easier for publishers to integrate this technology and grow their social networks.

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Jargon Buster
Please note most of these definitions have been extracted from Wikipedia. 1. Friendster: is a social networking website focused on helping people meet new friends, stay in touch with old ones and share online content and media. 2. HTML: is an acronym for HyperText Markup Language and is the predominant markup language for web pages. It provides a means to describe the structure of text-based information in a document. 3. API: is an abbreviation of application program interface, a set of routines, protocols, and tools for building software applications. A good API makes it easier to develop a program by providing all the building blocks. 4. MP3: is a digital audio encoding format. It is a common audio format for consumer audio storage. 5. comScore: is an internet marketing research company providing marketing data and services to many of the Internet's largest businesses. comScore tracks all internet data on its surveyed computers in order to study online behaviour. 6. MySpaceID: enables all MySpace users to be in control of their social identity wherever they travel online. 7. Open Social: is a set of common application programming interfaces (APIs) for web-based social network applications, developed by Google and MySpace and a number of other social networks. 8. Compete: is a United States web traffic analysis service that publishes

Jargon Buster

the approximate number of U.S. visitors for any website. 9. FBML: is a variant-evolved subset of HTML 2 with some elements removed. It allows Facebook Application developers to customise the look and feel of their applications, to a limited extent. 10. The Internet Movie Database (IMDB): is an online database of information related to movies, actors, television shows, production crew personnel, video games, and most recently, fictional characters featured in visual entertainment media. 11. Micro-blogging: is a form of multimedia blogging that allows users to send brief text updates or micromedia such as photos or audio clips and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. 12. Mac OS X: is a line of computer operating systems developed, marketed, and sold by Apple Inc., and since 2002 has been included with all new Macintosh computer systems. 13. Napster: was an online music file sharing service. Its technology allowed people to easily copy and distribute MP3 4 files among each other. Now, Napster provides legal downloads to users through a store similar to iTunes. 14. Facebook Connect: A single sign-on service that competes with OpenID3, the service enables Facebook users to login to affiliated sites using their Facebook account and share information from such sites with their Facebook friends. 15. OpenID: is an open, decentralized standard for user authentication and access control, allowing users to log onto many services with the same digital identity.

Source: Jazzmasterson

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Henderson Kite.
understand // implement // adapt to Digital
Can we help?
Digital Consultancy
Henderson Kite is a strategic media consultancy that helps organisations adapt and grow within the digital media economy. We work with our clients to help them develop their understanding, planning and revenue achieved from digital platforms. This could involve running strategy workshops demystifying the market through to review and redeveloping internal processes to developing new applications and products. At the heart of our offering is the desire to directly involve the client so that understanding, passion and skills are transferred across to the business. From experience this ensures that real change happens and companies are able to adapt and meet the challenges and opportunities   thrown up by the digital media market.

Raj Anand
Concept and Writer
Raj was recently awarded as one of the 50 most influential people in Digital alongside the founders of Spotify and Twitter. He is the winner of Europe's Young Entrepreneur 2007

Raj Anand Henderson Kite 42 Circus Street London SE10 8SN raj.anand@hendersonkite.com T +44 (0) 208 1333 676

by BusinessWeek, Courvoisier/ The Observer Future 500 (2008) and Finalist of Sussex Entrepreneur 2008. Raj worked for the European Union, in Shell STEP internships and developed software projects for local Brighton based businesses and Sussex University research laboratory. Raj won many national awards for projects in computer science, leadership skills and his entrepreneurial ambitions; including the Millennium Volunteer award for helping local charities with Web projects, President of the best Society at Sussex University Union and runner up at South East Shell STEP awards.

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What we do at Midnight ?
Who are we?
Midnight is an authentic multiplatform media consultancy using a suite of communication techniques to ensure your story reaches the right people - on paper, online and on air. We're at home in both the digital and analogue worlds and our people are skilled in harnessing new technology platforms to reach and influence increasingly sophisticated and extensively networked audiences.   Digital Media: We were the first UK PR company to specialise in this area and we remain at the cutting edge. Exhibitions: We have handled PR for over 40 exhibitions, both trade and public. Awards: We provide consultancy on managing and promoting award schemes of every type.

Louise Greeves
Head of technology, media and telecoms
A strong communicator, Louise Greeves has in-depth understanding of business and media strategy. She is adept at implementing national and international PR campaigns with client experience spanning major technology leaders, from AOL's Platform-A to Intel, to smaller companies including search marketing company DBD Media and viral marketing distributor, Unruly Media. Her excellent management skills and thirst for everything digital have seen Louise awarded Best Young Communicator at both the CIPR and Fresh Awards.

The Team

Midnight's team of expert PR consultants design creative, proactive and reactive PR campaigns that underpin clients' business goals. We take the time to get to know clients' brands and industries, allowing us to communicate complex business and technology stories in simple and understandable language. We have been working in the internet sector for over 14 years, devising and implementing successful PR campaigns for both challenger and established brands. Midnight understands the rules of social media engagement, resulting in award winning campaigns and tangible client success. We think and act threedimensionally, identifying influential networks that brands should be engaged in and connecting with them both on and offline.

Nina Howse
Consultant
Nina is a social and digital media enthusiast with experience spanning leading online clients. A tenacious communicator, she has built solid relationships with a range of media contacts in the national and trade media, securing extensive positive coverage for clients in their tier one media. Her client portfolio includes search engine optimisation DBD Media, the market leading web analytics provider, Coremetrics and niche online social network, Neighbo.com. Nina also works across consumer and events accounts, developing digital media strategies for shows such as the London International Music Show and the Caravan and Motorhome Show.

Audience engagement
The diversity of our client portfolio from consumer brands to technology companies - helps us bring fresh perspectives to every engagement. Our campaigns are proactive, reactive and - above all - interactive, combining techniques from across the marketing spectrum to deliver results our clients can measure. At Midnight we have a refreshing, willdo attitude to client service which we underpin with a pragmatic, professional approach. Our clients appreciate our attention to detail and at the same time they tell us we're good at seeing the big picture. We never let an established strategy get in the way of a great idea.

MIDNIGHT COMMUNICATIONS 28 FOUNDRY STREET BRIGHTON EAST SUSSEX BN1 4AT TEL: 01273 666 200 FAX: 01273 686 094

Digital Consultancy - Media Consultancy