Post on 20-Aug-2015
⠿Unpack the history and identity of niche social networks and
show how they’re fragmenting the social media landscape
⠿Reveal the opportunity presented by niche social networks
⠿ Identify action that can be taken to immediately leverage niche
social networks
⠿Social behavior oscillates between the
desires for individuality and belonging
⠿Similarly, social platforms oscillate between
specialized and generic or niche and mass
⠿This pattern can be tracked from early
forums and chat rooms to the latest crop of
niche networks
⠿Online artist community
for artists to exhibit and
discuss their work
⠿10 million members
⠿100 million submissions
⠿Community for people
obsessed with their pets
⠿Users share photos,
connect with people who
have the same breed of dog
and share information
⠿700,000 pets
⠿Simple, mobile social network to share
content, activities and updates with
close family and friends
⠿Over 2 million users
Niche Mass (Facebook)
Not cluttered
Cluttered
Focused Unfocused
Deep Broad
Relevant to passion Seldom relevant to passion
Quality consumer interactions Quantity of audience interactions
⠿Target by passion
⠕ More relevant audience interactions
⠕ Ability to gain community-driven insights
⠕ Connect with influencers of mass networks
⠿Potential to stand out in a crowded landscape
⠿Tap into leaders/trendsetters within a community
⠿Diversify Social Media platform strategy
⠿Let your audience be your compass and follow passion
⠿Evaluate platforms by behavior/passion, not numbers
⠿Tap into audience passion
⠿Have a global perspective
⠿Listen - Monitor online conversations not only for
mentions, but passion
⠿Be obsessed with your audience’s passion
⠿Evaluate existing audience to inform future audience
⠿Are current users customers, potential customers and/or your
customer’s influencers?
⠿What type of content is shared? How are users exposed to it?
⠿Use niche networks to:
⠕ Focus on relevant conversation—don’t advertise, participate
⠸ Be a trusted resource within a passionate community
⠕ Go deep into product offerings (no need to appeal to lowest common
denominator)
⠕ Mobilize and leverage existing passion
⠸ Allow the counter culture (the experts) to spread your message to common culture
⠿Using social networks should be driven by brand message and
audience mindset
⠿Consider the entire the social universe
⠿ Identify and pursue based on insight
⠕ Upcoming trends presentation
⠸ October 24 @ 2:00 PM
⠕ Questions?
⠸ Contact webinar@powerhousefactories.com
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