social portal: the targeted way
Facebook.com for those of you who don’t know it is a similar social portal like myspace.com; except Facebook decided to target (what started to be) niche markets, and have now expanded. Their growth has been very healthy since it’s launch on mid-2004. On the google trend graph you can see the growth this year.
Instead of having open registration they decided to create “networks”, where people from the same network can interact freely, and outsiders must first be granted access to be able to join in the conversation.
The great idea the facebook team had was to target students and newish-workers. By doing this they guaranteed themselves a market that is 1) extremely open to new stuff, 2) happy sneezers (those who spread ideas), 3) renewable and 4) with the urge to keep contact and in communication between themselves.
They are of course using a social marketing tactic which ‘uses’ current users to spread the word towards facebook outsiders and lure them in. By offering great services and of course the stay-in-touch emotional benefit, they have been able to bring in more and more users. In a way, they have positioned themselves as the myspace.com for those who think they are more mature than myspace.com users (although we know college students can be pretty immature), but of course their perception is what makes the difference.
If you have never used Facebook.com before, I do recommend you to try it out. It’s a pretty nifty tool that will manage your social life in a very cool, but decent and mature way. Search for me as “Rodolfo Elizondo” (networks: ITESM, Pepsi, and Mexico) Cheers!
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POSTED IN: blog, brand loyalty, consumer, engagement
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