Now that we’ve launched mycolts.net, I’m eager to begin gathering an anayzing the data. I want to know who is using the system most / least? What are their demographic profiles? Where are the coming from? What are they using the system for? And ultimately, what kinds of consumers are they?
In other words, can we cobble together a clear profile of mycolts users and uncover their spending power? If we can do that, and if we can develop a strategy to leverage the BIG social net sites which oru members already use, then we should be able to reach both our membership / participation goals and our sponsorship revenue goals.
To gain a clear understanding of the mycolts audience, we’ll also seek to understand which other sites our members are using. Along those lines, Park Associates published a study recently that sheds some light on the multi-site use of social networkers:
Network-hopping, widgets & links connect, cross-pollinate the social networking market
MySpace users are chronically unfaithful, according to Parks Associates’ Web 2.0 & the New Net, a new report that focuses on the social networking market. Nearly 40% percent of MySpace users keep profiles on other social networking sites such as Friendster and Facebook. Loyalty among the smaller social networking sites is even lower, with more than 50% of all users actively maintaining multiple profiles.
These trends highlight a peculiar aspect of the market for social networking services. Nearly half of all social networkers regularly use more than one site; one in six use three or more. The result is an increasingly interlinked environment tied together by links, widgets, and the users themselves. “MySpace is a growing ecosystem and one that ironically now extends beyond MySpace itself,” said John Barrett, the lead author of the report, Web 2.0 & the New Net.
It’s also interesting to see which features of Web 2.0 are most popular. Another Park Research study covers that ground:
One thing is clear from what we’ve gathered so far: no two users are exactly alike. Different people use 2.0 media the same way they use 1.0 media, differently. Because of the distinctly personalized nature of this medium, it is tough to make the kinds of sweeping generalizations about this audience that big advertisers like. At the end of the day, our “audience” is made up of individuals. And our opportunity is to find ways to work individually with each member, tailoring his / her experience in every way possible. It’s one thing providing a platform for such activity, and quite another to develop sponsorship campaigns in this new media channel. I believe there’s gold in them thar hills, but we’ll need to try (and fail) lots of stuff to see what really works. That’s what make this so fun!!
Thanks to Mashable for tipping me of the the Park Associates study.
[...] Survey Finds Social Networking Users Have Little Loyalty - Sports Marketing 2.0 | Pat Coyle Now that we’ve launched mycolts.net, I’m eager to begin gathering an anayzing the data. I want to know who is using the system most / least? (tags: socialnetworking loyalty survey statistics) [...]