{"id":384,"date":"2012-11-05T09:33:49","date_gmt":"2012-11-05T14:33:49","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter25004_384\/"},"modified":"2020-08-20T16:57:12","modified_gmt":"2020-08-20T16:57:12","slug":"newsletter25004_384","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter25004_384\/","title":{"rendered":"The Next Wave in Social Media"},"content":{"rendered":"<p>By now, we all know that Facebook, Twitter and LinkedIn are the 800-pound<br \/>\ngorillas in the social media space. But if history is any guide, these<br \/>\ncompanies will face continual pressure from upstarts (and even big players)<br \/>\nwith new ideas and unique business models. Consequently, association leaders<br \/>\nare taking notice. Social networking is fast, efficient and economical. Plus,<br \/>\nit\u2019s based on many of the same principles that fostered the creation of<br \/>\nassociations in the first place\u2014bringing like-minded people together to share<br \/>\nexperiences, best practices and referrals.<\/p>\n<table style=\"border-collapse: collapse; width: 100%; margin: 5px; border: 1px solid black; background-color: #dcdcdc;\" width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li>\n<div><span style=\"font-size: 10pt;\">LivingSocial and Groupon are email coupon services that make it easier for people to save money by sharing and earning coupons with friends.<\/span><\/div>\n<\/li>\n<li>\n<div><span style=\"font-size: 10pt;\">Quora is a continually improving collection of questions and answers created, edited and organized by everyone who uses it.<\/span><\/div>\n<\/li>\n<li>\n<div><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Foursquare<\/span> is a location-based mobile platform that makes cities easier to navigate and more interesting to explore. By &#8220;checking in&#8221; via a smart phone app or SMS (short messaging service, or text), users share their location with friends while collecting points and virtual badges.<\/span><\/div>\n<\/li>\n<li>\n<div><span style=\"font-size: 10pt;\">The use of these tools are still in the experimental phase for many associations today, but they will certainly evolve over time. <\/span><\/div>\n<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>As our <span style=\"text-decoration: underline;\">2011 Association Communication Benchmarking study<\/span><br \/>\nrevealed, nearly three in five (58.1 percent) association leaders who responded<br \/>\nto our comprehensive online survey are planning to invest more resources in<br \/>\nsocial media during the next 12 months. By comparison, only 16 percent of<br \/>\nassociation leaders plan to invest more resources in their print media, and<br \/>\nonly 35 percent plan to invest more resources in their live events.<\/p>\n<p>Here are a few of the new social network &#8220;darlings&#8221; on the block and what they<br \/>\ncan offer you:<\/p>\n<ul>\n<li><a href=\"http:\/\/www.groupon.com\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: bold;\">Groupon<\/span><\/a> is an online-based company that offers special deals to consumers in various<br \/>\ncities in the U.S. Groupon works with local businesses<br \/>\nto create discounts that are emailed to subscribers. The discounts are<br \/>\ngenerally greater than 50 percent, and consumers can buy up to two certificates<br \/>\nfor themselves and up to two certificates as gifts for others. Groupon not only<br \/>\nworks with restaurants but with businesses offering everything from beauty treatments<br \/>\nand massages to carpet cleaning, car services, admission to area attractions<br \/>\nand more. Each weekday, Groupon offers one special deal available for purchase for<br \/>\n24 hours. The Groupon purchase is not confirmed until a minimum number of<br \/>\nbuyers have purchased the deal. If, at the end of 24 hours, the minimum buyer number<br \/>\nis not met, buyers\u2019 credit cards are not charged. The theory here is that the<br \/>\ncollective power of multiple buyers helps drive down the cost to consumers<br \/>\nwhile ensuring high volume (making up for the steep discount) for the business.<\/li>\n<\/ul>\n<ul>\n<li><a href=\"http:\/\/www.livingsocial.com\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: bold;\">LivingSocial<\/span><\/a> is believed to be Groupon\u2019s (and Facebook\u2019s) closest rival in the &#8220;group coupon&#8221; arena. Like<br \/>\nGroupon, consumers sign up for LivingSocial and every morning receive an email<br \/>\nthat features an attractive discount on a product or service from a local<br \/>\nbusiness such as a restaurant, theater, sporting event, spa or salon. The deal<br \/>\nis valid for purchase that day only, though sometimes deals are available for<br \/>\npurchase during the course of a few days. Merchants participating in the program offer<br \/>\na great deal of discounted vouchers<!-- [if gte mso 9]><xml>\n<w:WordDocument>\n<w:View>Normal<\/w:View>\n<w:Zoom>0<\/w:Zoom>\n<w:PunctuationKerning\/>\n<w:ValidateAgainstSchemas\/>\n<w:SaveIfXMLInvalid>false<\/w:SaveIfXMLInvalid>\n<w:IgnoreMixedContent>false<\/w:IgnoreMixedContent>\n<w:AlwaysShowPlaceholderText>false<\/w:AlwaysShowPlaceholderText>\n<w:Compatibility>\n<w:BreakWrappedTables\/>\n<w:SnapToGridInCell\/>\n<w:WrapTextWithPunct\/>\n<w:UseAsianBreakRules\/>\n<w:DontGrowAutofit\/>\n<\/w:Compatibility>\n<w:BrowserLevel>MicrosoftInternetExplorer4<\/w:BrowserLevel>\n<\/w:WordDocument>\n<\/xml><![endif] --><!-- [if gte mso 9]><xml>\n<w:LatentStyles DefLockedState=\"false\" LatentStyleCount=\"156\">\n<\/w:LatentStyles>\n<\/xml><![endif] --><!-- [if gte mso 10]>\n\n\n\n<style>\n \/* Style Definitions *\/<br \/> table.MsoNormalTable<br \/>\t{mso-style-name:\"Table Normal\";<br \/>\tmso-tstyle-rowband-size:0;<br \/>\tmso-tstyle-colband-size:0;<br \/>\tmso-style-noshow:yes;<br \/>\tmso-style-parent:\"\";<br \/>\tmso-padding-alt:0in 5.4pt 0in 5.4pt;<br \/>\tmso-para-margin:0in;<br \/>\tmso-para-margin-bottom:.0001pt;<br \/>\tmso-pagination:widow-orphan;<br \/>\tfont-size:10.0pt;<br \/>\tfont-family:\"Times New Roman\";<br \/>\tmso-ansi-language:#0400;<br \/>\tmso-fareast-language:#0400;<br \/>\tmso-bidi-language:#0400;}<br \/><\/style>\n\n<![endif] --><span style=\"font-size: 10pt; font-family: Arial;\">\u2014<\/span>50 percent off or more.<\/li>\n<\/ul>\n<p>Both LivingSocial and Groupon aim to save people money by<br \/>\nmaking it easy to share and earn coupons with friends. Both are well-funded<br \/>\nfinancially and are busy expanding to new cities. Experts say LivingSocial<br \/>\nand Groupon are making good use of social features and have similar<br \/>\nwebsites and comparable average deal prices. The differences?<\/p>\n<ul>\n<li>Since its founding in 2008, Chicago-based Groupon has always been a<br \/>\n&#8220;group coupon&#8221; company. Washington, DC-based LivingSocial was founded in 2007<br \/>\nas a social discovery and catalogue networking company.<\/li>\n<\/ul>\n<ul>\n<li>Groupon has 40 million subscribers in 35 countries and<br \/>\n335 cities. LivingSocial has 10 million members in five countries and 89<br \/>\ncities.<\/li>\n<\/ul>\n<ul>\n<li><a>Groupon receives nearly 80 percent of <\/a>U.S. group purchasing traffic\u2014about 10 times what LivingSocial<br \/>\nattracts<a id=\"_anchor_1\" href=\"#_msocom_1\" name=\"_msoanchor_1\"><\/a>.<\/li>\n<\/ul>\n<p>Other social-based resources:<\/p>\n<ul>\n<li><a href=\"http:\/\/www.quora.com\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: bold;\">Quora<\/span><\/a> is a continually improving collection of questions and answers created, edited and organized by<br \/>\neveryone who uses it. The network is sort of like Wikipedia but more<br \/>\nfree-flowing. The goal of Quora is to have each question page become the best<br \/>\npossible resource for someone who wants to know about the question. Questions<br \/>\nrange from technical to artistic to sports related, and there are a<br \/>\nnumber of influential people responding. It is quite trendy, with everyone from<br \/>\nAshton Kutcher to Mark Cuban contributing to Quora\u2019s collective body of<br \/>\nknowledge.<\/li>\n<\/ul>\n<ul>\n<li><a href=\"http:\/\/foursquare.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: bold;\">Foursquare<\/span><\/a> is a location-based mobile platform that makes cities easier to navigate and more<br \/>\ninteresting to explore. By &#8220;checking in&#8221; via a smart phone app or SMS (short messaging service, or text), users share their location with friends while<br \/>\ncollecting points and virtual badges. Foursquare guides real-world experiences<br \/>\nby allowing users to bookmark information about venues they want to visit and<br \/>\nsurfacing relevant suggestions about nearby venues. Merchants and brands<br \/>\nleverage the Foursquare platform by utilizing tools such as <a href=\"http:\/\/aboutfoursquare.com\/category\/specials\/\" target=\"_blank\" rel=\"noopener noreferrer\">giveaways<\/a> or <a href=\"https:\/\/foursquare.com\/historychannel\" target=\"_blank\" rel=\"noopener noreferrer\">trivia<\/a> to obtain, engage and retain customers and audiences.<br \/>\nCurrently, Foursquare is extremely popular with the college-age crowd and other<br \/>\ndemographics that frequent bars and restaurants. However, the application has<br \/>\nthe ability to be very powerful for any small business or organization looking<br \/>\nto attract a crowd at any venue.<\/li>\n<\/ul>\n<p>These underdogs have hit the market with new business models and, understandably, have caught<br \/>\nthe eye of the big guys. Google, Facebook and other large companies have had (or<br \/>\nwill soon have) <a href=\"http:\/\/news.consumerreports.org\/electronics\/2011\/04\/facebook-now-competing-with-groupon-and-livingsocial.html\" target=\"_blank\" rel=\"noopener noreferrer\">competing offerings<\/a>. As<br \/>\nconsumers, we\u2019ll benefit from greater choice and competition, which will<br \/>\ncontinue to drive <a href=\"http:\/\/mashable.com\/2011\/01\/20\/google-offers\/\" target=\"_blank\" rel=\"noopener noreferrer\">innovation<\/a>. These tools are still<br \/>\nin the experimental phase for many associations today, but they will certainly<br \/>\nevolve over time.<\/p>\n<p>Consider: Who would have anticipated just two years ago that Facebook and Twitter would have<br \/>\nevolved so far beyond the one-trick-pony they each started off as? It will be<br \/>\nfun to watch how these new &#8220;media darlings&#8221; handle their evolution.<\/p>\n<p><span style=\"font-style: italic;\">Marcus Underwood <\/span><span style=\"font-style: italic;\">is vice president and general manager of<br \/>\nNaylorNet, the online media solutions division of Naylor, LLC.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Social networking is fast, efficient and economical. Plus, it&rsquo;s based on many of the same principles that fostered the creation of associations. A review of some of the newer social network-based applications and how they bring like-minded people together.<br \/>\n<em>By Marcus Underwood<\/em><\/p>\n","protected":false},"author":30,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[21,22,23,25],"class_list":["post-384","post","type-post","status-publish","format-standard","hentry","category-technology","tag-facebook","tag-linkedin","tag-social-media","tag-twitter"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Next Wave in Social Media - Association Adviser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/newsletter25004_384\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Next Wave in Social Media - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Social networking is fast, efficient and economical. 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