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Monetizing Networks and Communities

Web 2.0: Beyond the Hype
SSP Pre-Meeting Seminar
May 28, 2008

Leigh Watson Healy
Chief Analyst, Outsell, Inc.



                               © 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              advertising aggregators ajax annotation attention behavioralBlogLines
                    Attensa OnlineBeanRocket Bebo Big Idea Group BioMedNet BlackPlanet.com Blinkx Blip.tv blogs                                                                               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

blogosphere books boomers business models citizen journalism Usability click
 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


                        Community FeedZilla
   Exchange Inc        eSPIN                 Expert Witness Network ExpertVillage     Facebook             Faceparty              Faculty of 1000      Faniq              FeedBucket
      fraud commons FeedReader.net FeedShow.com consumerFidg't cooperation copying copyright
 FeedFeeds   FeedLounge                                   cool    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
            Participation culture cyberlaw design digital cocooning digital natives
                    Grabline.com           Graduates.com        Grono.net GuildCafe                      Guru.com            Haystack                hi5 Hoover’s       Hyves Ideastorm      iFilm


  iStockphoto


MEETin
                       imeem
                      ITToolbox
                                             IndiaNews
                                            iWiW
                                                                  InfoPlease.com
                                                                 Jaiku


           distraction DRM Sharing e-books enterprise 2.0 environment epaper flat
                      Last.fm
                 Meetup.com MetaCafe metaRSS
                                            Lego
                                             MiGente.com
                                                                 LibraryThing
                                                         MINICLIP.COM Mixi mnemomap
                                                                                      Jambo
                                                                                      LinkedIn
                                                                                    Mochila
                                                                                                 Web 2.0
                                                                                      Inkling Markets      Inmobile
                                                                                                           Jobster
                                                                                                           LiveJournal
                                                                                                                                  InnoCentive
                                                                                                                                 Joga Bonito
                                                                                                                                                       Intota             IRC-Galleria
                                                                                                                                                      Kaneva Kinja Kiva.org KnowledgeStorm
                                                                                                                                 LiveLeak LookSmart.com LunarStorm Manta Marketocracy
                                                                                                                                                                                             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
   NewsGator
                 Net Promoter NetInformer Netlog
                                                 Conversation gaming global internet ipodNewsBurst
           folksonomy free fun gamesNetscape Netvibes    Neurona
                       NewsIsFree NewsNow NewsOnFeeds Newsvine
                                                                 NewAssignment.Net NewsAlloy
                                                                                      Nexopia              NineSigma              Ning                 NowPublic          Nuance
   OhMyNews            OkCupid               One World TV         Open Directory Project                   orkut                  Our Media            OUTeverywhere      Oxford Analytica


                                                                         millennials Innovation
   Pajamas Media       Passado       Pearson Education            PeekVid             Pickheads            Pickspal               Piczo                Playahead          Plazes Pluck
  library2.0 Primary Insight ProfileHeaven Protopage tail maps marketingRateItAll
   Pownce Pressrank local location-aware long          PutFile QubeTV             RealArcade Reddit Reunion.com
                       Revver Rezzibo        Rocket               Rojo                Round Table Group RssPress.it               Rummble              Ryze               Salesforce.com

             MMOGShelfari Shockwave.com slashgeo neutrality networking news online open access
               Sharkle
                       mobility music net
   Science Navigation Group Scintilla       Sconex                Searchles
                                                     SmartPlanet.com So You Wanna
                                                                                      SecondLife
                                                                                  Sofomo Soundpedia
                                                                                                           Sermo
                                                                                                    Sportsvite
                                                                                                                                 sevenload             sexi               Shared Insights, Inc.
                                                                                                                                                                                             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 2008 Outsell, Inc. All rights reserved.
                                                                                                                     ©    YouTube       YRUHRN          Zaads                              2
                                          Zillow.com           Zoints              ZoomInfo              Zooomr             Zopa                    Zylom
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…




                                  © 2008 Outsell, Inc. All rights reserved.   3
The Web 2.0 Environment
                      Individual users, consumers, business pros, enterprises
Search &
Access
                     Web 1.0 Open Web Portals/Sites - Enterprise 1.0 Portals

                                          Web 2.0 technologies…

                                                 Blogging * Wikis * RSS * Widgets

                                            Ruby * SOAP * XML * Open Source Software

                                              Mobile * Ajax * CSS * SaaS * Ontologies
    Manifest in web 2.0 as…


           Social Networks * Mashups * User-Generated Content

               Community/Sharing * Professional Networking

                     Expert Networks * Crowdsourcing



                                                          © 2008 Outsell, Inc. All rights reserved.   4
Networks Evolving
    Consumer Social Networks


        Collegiate Social Networks


                  Professional Social Networks


                               Enterprise Networks


                  Sharing

                        Conversing
                                     Problem Solving
                                             Crowdsourcing




                                           © 2008 Outsell, Inc. All rights reserved.   5
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”




                                      © 2008 Outsell, Inc. All rights reserved.   6
Emerging Business Models Around
Community




                   © 2008 Outsell, Inc. All rights reserved.   7
Business Models Recap
                  Ad-Based/Sponsored              Blended             Subscription                  Transactional

Professional   Facebook                ecademy                  inmobile
Networks       Doostang                Jobster
                                       LinkedIn
                                       Ryze
                                       Spoke
                                       XING

Knowledge      Advogato                TechTarget               Community of Science
Sharing        BullPoo                 Vistage International    Corporate Executive
               Covestor                                         Board
               eHow                                             SERMO
               GlobalSpec CR4                                   The Well
               ITToolbox
               MyVing
               Scintilla
               ThomasNet Forums

Expert         ALM experts.com         Expert Witness Network   Your Encore                  Primary Insight
Networks       Experts Direct          Gerson Lehrman Group     Oxford Analytica             Round Table Group
               eMindsource             LECG                     UpToDate                     Intota
                                                                                             NineSigma

Crowd-         AllExperts              Marketocracy             Faculty of 1000              Amazon Mechanical Turk
sourcing       Answers.com             Guru.com                 Swarm of Angels              Big Idea Group
               Del.icio.us             AnswerBag                                             Cambrian House
               Digg                    Swivel Preview                                        Idea Connection
               Newsvine                                                                      InnoCentive
               My-Currency                                                                   iStockphoto
               Stumbleupon                                                                   NowPublic
               Work.com                                                                      Yet2
               Yahoo! Answers                                                                Zopa
               Yelp
               Wikipedia                                            © © 2008 Outsell, Inc. rights reserved.
                                                                      2008 Outsell, Inc. All All rights reserved.   8
Work Processes Redesigned by
Community-Based Innovation

 New ways to gather
 customer input



              Tribal marketing & product development


    Reinventing R&D


                              © 2008 Outsell, Inc. All rights reserved.   9
Open Innovation Rewriting Rules of R&D




  kluster



                       © 2008 Outsell, Inc. All rights reserved.   10
Community By and For Physicians




Source: www.sermo.com




                        © 2008 Outsell, Inc. All rights reserved.   11
Open Forums Redesigning Scholarly
       Communications




Source: network.nature.com




                             © 2008 Outsell, Inc. All rights reserved.   12
Ten Communities to Watch




                   © 2008 Outsell, Inc. All rights reserved.   13
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



                       © 2008 Outsell, Inc. All rights reserved.   14
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




                                                © 2008 Outsell, Inc. All rights reserved.   15
Discussion

What Are You Seeing?




                       © 2008 Outsell, Inc. All rights reserved.   16
Outsell is the only worldwide market research and consulting company
                                    that delivers must-have intelligence and advice to publishers and
                                    information providers. We analyze markets, companies, and trends, and
                                    provide fact-based recommendations for high-level executives and
                                    product development, marketing, and strategy teams. In addition, we
                                    work with information managers to benchmark spending and
                                    demonstrate best practices. Outsell invests significantly in original
                                    research each year to guide clients in optimizing their strategies, plans,
                                    and performance.




Clip Art in this document is © Microsoft, Corp. Outsell, Inc. is the sole and exclusive owner of all other copyrights in this document, including but not limited to
the textual and graphic content and the organization, layout, and display of the information and data contained herein. As a user of this document, you
acknowledge that you are a licensee of Outsell's copyrights and that Outsell, Inc. retains title to all Outsell copyrights in the document. You are not permitted
to resell, distribute, disseminate, disclose, copy, or otherwise make use of the information contained in this document unless your organization has obtained a
content license from Outsell. Wherever and whenever the document, or any portion thereof, is disseminated by your organization with the permission of
Outsell, Inc., it must bear the following in a prominent location: “© Outsell, Inc. All rights reserved.”



The information, analysis, and opinions (the “Content”) contained herein are based on the qualitative and quantitative research methods of Outsell, Inc. and
its staff’s extensive professional expertise in the industry. Outsell has used its best efforts and judgment in the compilation and presentation of the Content
and to ensure to the best of its ability that the content is accurate as of the date published. However, the industry information covered by this report is
subject to rapid change. Outsell makes no representations or warranties, express or implied, concerning or relating to the accuracy of the Content in this
report and Outsell assumes no liability related to claims concerning the Content of this report.




                                                                                                           © 2008 Outsell, Inc. All rights reserved.                   17

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289 leigh watson healy outsell ssp community and innovation 28may2008 ppt1

  • 1. Monetizing Networks and Communities Web 2.0: Beyond the Hype SSP Pre-Meeting Seminar May 28, 2008 Leigh Watson Healy Chief Analyst, Outsell, Inc. © 2008 Outsell, Inc. All rights reserved.
  • 2. 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 advertising aggregators ajax annotation attention behavioralBlogLines Attensa OnlineBeanRocket Bebo Big Idea Group BioMedNet BlackPlanet.com Blinkx Blip.tv blogs 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 blogosphere books boomers business models citizen journalism Usability click 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 Community FeedZilla Exchange Inc eSPIN Expert Witness Network ExpertVillage Facebook Faceparty Faculty of 1000 Faniq FeedBucket fraud commons FeedReader.net FeedShow.com consumerFidg't cooperation copying copyright FeedFeeds FeedLounge cool 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 Participation culture cyberlaw design digital cocooning digital natives Grabline.com Graduates.com Grono.net GuildCafe Guru.com Haystack hi5 Hoover’s Hyves Ideastorm iFilm iStockphoto MEETin imeem ITToolbox IndiaNews iWiW InfoPlease.com Jaiku distraction DRM Sharing e-books enterprise 2.0 environment epaper flat Last.fm Meetup.com MetaCafe metaRSS Lego MiGente.com LibraryThing MINICLIP.COM Mixi mnemomap Jambo LinkedIn Mochila Web 2.0 Inkling Markets Inmobile Jobster LiveJournal InnoCentive Joga Bonito Intota IRC-Galleria Kaneva Kinja Kiva.org KnowledgeStorm LiveLeak LookSmart.com LunarStorm Manta Marketocracy 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 NewsGator Net Promoter NetInformer Netlog Conversation gaming global internet ipodNewsBurst folksonomy free fun gamesNetscape Netvibes Neurona NewsIsFree NewsNow NewsOnFeeds Newsvine NewAssignment.Net NewsAlloy Nexopia NineSigma Ning NowPublic Nuance OhMyNews OkCupid One World TV Open Directory Project orkut Our Media OUTeverywhere Oxford Analytica millennials Innovation Pajamas Media Passado Pearson Education PeekVid Pickheads Pickspal Piczo Playahead Plazes Pluck library2.0 Primary Insight ProfileHeaven Protopage tail maps marketingRateItAll Pownce Pressrank local location-aware long PutFile QubeTV RealArcade Reddit Reunion.com Revver Rezzibo Rocket Rojo Round Table Group RssPress.it Rummble Ryze Salesforce.com MMOGShelfari Shockwave.com slashgeo neutrality networking news online open access Sharkle mobility music net Science Navigation Group Scintilla Sconex Searchles SmartPlanet.com So You Wanna SecondLife Sofomo Soundpedia Sermo Sportsvite sevenload sexi Shared Insights, Inc. 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 2008 Outsell, Inc. All rights reserved. © YouTube YRUHRN Zaads 2 Zillow.com Zoints ZoomInfo Zooomr Zopa Zylom
  • 3. 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… © 2008 Outsell, Inc. All rights reserved. 3
  • 4. The Web 2.0 Environment Individual users, consumers, business pros, enterprises Search & Access Web 1.0 Open Web Portals/Sites - Enterprise 1.0 Portals Web 2.0 technologies… Blogging * Wikis * RSS * Widgets Ruby * SOAP * XML * Open Source Software Mobile * Ajax * CSS * SaaS * Ontologies Manifest in web 2.0 as… Social Networks * Mashups * User-Generated Content Community/Sharing * Professional Networking Expert Networks * Crowdsourcing © 2008 Outsell, Inc. All rights reserved. 4
  • 5. Networks Evolving Consumer Social Networks Collegiate Social Networks Professional Social Networks Enterprise Networks Sharing Conversing Problem Solving Crowdsourcing © 2008 Outsell, Inc. All rights reserved. 5
  • 6. 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” © 2008 Outsell, Inc. All rights reserved. 6
  • 7. Emerging Business Models Around Community © 2008 Outsell, Inc. All rights reserved. 7
  • 8. Business Models Recap Ad-Based/Sponsored Blended Subscription Transactional Professional Facebook ecademy inmobile Networks Doostang Jobster LinkedIn Ryze Spoke XING Knowledge Advogato TechTarget Community of Science Sharing BullPoo Vistage International Corporate Executive Covestor Board eHow SERMO GlobalSpec CR4 The Well ITToolbox MyVing Scintilla ThomasNet Forums Expert ALM experts.com Expert Witness Network Your Encore Primary Insight Networks Experts Direct Gerson Lehrman Group Oxford Analytica Round Table Group eMindsource LECG UpToDate Intota NineSigma Crowd- AllExperts Marketocracy Faculty of 1000 Amazon Mechanical Turk sourcing Answers.com Guru.com Swarm of Angels Big Idea Group Del.icio.us AnswerBag Cambrian House Digg Swivel Preview Idea Connection Newsvine InnoCentive My-Currency iStockphoto Stumbleupon NowPublic Work.com Yet2 Yahoo! Answers Zopa Yelp Wikipedia © © 2008 Outsell, Inc. rights reserved. 2008 Outsell, Inc. All All rights reserved. 8
  • 9. Work Processes Redesigned by Community-Based Innovation New ways to gather customer input Tribal marketing & product development Reinventing R&D © 2008 Outsell, Inc. All rights reserved. 9
  • 10. Open Innovation Rewriting Rules of R&D kluster © 2008 Outsell, Inc. All rights reserved. 10
  • 11. Community By and For Physicians Source: www.sermo.com © 2008 Outsell, Inc. All rights reserved. 11
  • 12. Open Forums Redesigning Scholarly Communications Source: network.nature.com © 2008 Outsell, Inc. All rights reserved. 12
  • 13. Ten Communities to Watch © 2008 Outsell, Inc. All rights reserved. 13
  • 14. 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 © 2008 Outsell, Inc. All rights reserved. 14
  • 15. 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 © 2008 Outsell, Inc. All rights reserved. 15
  • 16. Discussion What Are You Seeing? © 2008 Outsell, Inc. All rights reserved. 16
  • 17. Outsell is the only worldwide market research and consulting company that delivers must-have intelligence and advice to publishers and information providers. We analyze markets, companies, and trends, and provide fact-based recommendations for high-level executives and product development, marketing, and strategy teams. In addition, we work with information managers to benchmark spending and demonstrate best practices. Outsell invests significantly in original research each year to guide clients in optimizing their strategies, plans, and performance. Clip Art in this document is © Microsoft, Corp. Outsell, Inc. is the sole and exclusive owner of all other copyrights in this document, including but not limited to the textual and graphic content and the organization, layout, and display of the information and data contained herein. As a user of this document, you acknowledge that you are a licensee of Outsell's copyrights and that Outsell, Inc. retains title to all Outsell copyrights in the document. You are not permitted to resell, distribute, disseminate, disclose, copy, or otherwise make use of the information contained in this document unless your organization has obtained a content license from Outsell. Wherever and whenever the document, or any portion thereof, is disseminated by your organization with the permission of Outsell, Inc., it must bear the following in a prominent location: “© Outsell, Inc. All rights reserved.” The information, analysis, and opinions (the “Content”) contained herein are based on the qualitative and quantitative research methods of Outsell, Inc. and its staff’s extensive professional expertise in the industry. Outsell has used its best efforts and judgment in the compilation and presentation of the Content and to ensure to the best of its ability that the content is accurate as of the date published. However, the industry information covered by this report is subject to rapid change. Outsell makes no representations or warranties, express or implied, concerning or relating to the accuracy of the Content in this report and Outsell assumes no liability related to claims concerning the Content of this report. © 2008 Outsell, Inc. All rights reserved. 17