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Archive for December 6th, 2005

Mr. Friendster: An interview with a dying breed

Mr. Friendster is a male, mid-20s currently in graduate school. He is one of the only people my age I know who still uses Friendster. I wanted to take the opportunity to speak with him about why.

Zach: When did you first hear about Friendster?

Mr. Friendster: I’d guess around early 2003

Zach: How’d you hear about it?

Mr. Friendster: it was my friend Sarah who invited me, late 2003, after I moved to philly. Sarah’s a friend, very social. i joined because i had just moved to a different city and it seemed like a nice way to stay in touch with people and meet others

Zach: did you immediately find it useful?

Mr. Friendster: useful isn’t the right word. enjoyable.

Zach: how so?

Mr. Friendster: well, it didn’t really seem useful in the sense of an efficient use of time, but I liked writing testimonials and stuff.

Zach: would you say that’s the activity that you most enjoyed on the site?

Mr. Friendster: yes

Zach: at what point in your life was Friendster most important?

Mr. Friendster: I can’t think of any time when it was really important per se, but it did help fill the time whenever I had a lot of down time.

Zach: did it make you feel popular in any ways? or important?
Mr. Friendster: it’s also been useful when I want to know more about someone I met once and briefly.

Zach: how so?

Mr. Friendster: well, most recently, I meet a girl a couple of weeks ago and asked her out. We talked briefly by phone to set up a date. I checked her Friendster profile before going on it before the date

Zach: did it tell you anything helpful?

Mr. Friendster: I suppose it’s one part research one part stalking but in the past it’s been helpful to know how a person presents herself/himself on the internet. You can more quickly pick up on common interests or major points of disagreement.

Zach: Is that socially acceptable?

Mr. Friendster: it’s definitely acceptable to do and to discuss with one’s close friends, but I’ve never admitted to anyone that I’ve looked at their profile in that context

Zach: you’ve invested a lot into Friendster, will you ever leave?

Mr. Friendster: I don’t see myself leaving in the near term. I hope that there will be some mergers in the personal networking world and I’ll be able to have one account for Friendster, Myspace, Facebook, orkut, linkedin, asmallworld, etc. that would benefit everyone.

Zach: do you think there’s a need for a universal profile?

Mr. Friendster: I think there’s demand for these services and that the fragmentation of the market squanders some of that demand. If these services all got together to form a universal profile, I think they’d have huge positive externalities (yes, Mr. Friendster is a ‘grad student’). Also, my laptop battery appears to be dying.

December 6th, 2005 written by admin
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Marketing Topics

I prepared an introduction to online marketing topics for a prospective client. This may be useful and provides an excellent overview into online marketing and internet radio as well.

+Viral marketing
Relevance: Technique used to energize listeners to share message with
their friends and family.
Implementation: Use on emails and media content to enhance cume to web site rating.
Links:
1. Seth Godin
2. Clear Channel viral piece:

http://www.radiomarketingnexus.com/2005/06/clear_channel_k.html

3. Overview: http://en.wikipedia.org/wiki/Viral_marketing

+Consumer Generated Media
Relevance: Consumer media is challenging traditional forms; how will
radio respond?
Implementation: Blogs for on-air personalities; personalization for listeners; photo exchange.
Links:
1. Metrics: http://www.intelliseek.com/cgm.asp
2. Blog: http://www.consumergeneratedmedia.com/
3. Overview: http://www.clickz.com/experts/brand/cmo/article.php/3515576

+Radio / Internet research
Relevance: Useful insight on Internet radio and traditional stations.
Implementation: Use to value sites and prospect trends.
Links:
1. See attached market overviews from Borrell Associates
2. Internet radio trends
3. Internet radio metrics:

http://www.comscore.com/press/release.asp?press=524

+Email marketing
Relevance: How to build relationships through emails benefiting listeners and advertisers.
Implementation: Lets improve email: open and conversion rates and deliverability.
Links:
1. Overview of terms:

http://www.grokdotcom.com/emailmarketingmetrics.htm

2. Benchmarks: http://www.emaillabs.com/resources.html
3. Best Email Benchmarks:

+Online Communities
Relevance: How to incorporate what makes My Space successful on your sites.
Implementation: Allow users to personalize sites and connect through your station.
Links:
1. Myspace: http://www.clickz.com/features/article.php/3565776
2. Theory behind it: http://en.wikipedia.org/wiki/Social_networking
3. Metrics: http://www.imediaconnection.com/content/7416.asp

+Online Advertising
Relevance: Better understand online marketplace to best prepare sales team
Implementation: 1 hour session to clarify and present with your team
Links:
1. News: http://www.internetadsales.com/modules/news/
2. Glossary of terms: http://www.internetadsales.com/modules/glossaire/
3. Trends:

http://www.emarketer.com/SearchBrowse.aspx?arg=online+advertising

+Online Reading
Relevance: Things worth reading daily
Implementation: Visit sites, or create Blogline account
Links:
1. Relevant online articles: www.clickz.com
2. Newsletters worth reading: www.marketingsherpa.com
3. Mediapost Commucations: www.mediapost.com

December 6th, 2005 written by admin
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Zach Braiker

This blog analyzes where social media culture and business converge. Zach Braiker is the CEO of Refine & Focus a social media agency and an adjunct professor of social media at Emerson College.

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