Web Analytics Association (WAA)Web Analytics Association (WAA)

Building a Social NetworkBuilding a Social Network

Presented By:

Marshall Sponder

Elena Haliczer

Jared Freedman

Social Media Committee, WAAFebruary 1st, 2007, Miami

Presented By:

Marshall Sponder

Elena Haliczer

Jared Freedman

Social Media Committee, WAAFebruary 1st, 2007, Miami

Needs Assessments• Audiences (primary/secondary/subsequent)

• Competitive Landscape (Sphinn, Specialty Content networks, and web analytics sources, groups, other reference points)

• USP (Unique Selling Point) / WAA is the only professional association serving Web Analysts

• Services (Mentorship, Networking, Viral Media (KickApps))

• KPI’s (quantitative/qualitative): membership increase to network/, tracking of influence on the web through rss and viral widgets

• Revenue generation

Technical Decisions (Jared/Marshall)

• Open/Closed?

• Domain Masking/ CSS Style Sheets mimicking main site

• SSO (Secure Sign on)? Open ID? (Kickapps had SOAP interface – we have to write code to it) – Jared

• Membership Authentication (Open/Closed?) Unique Situation

(existing user base)

Rollout Process

• Content Strategy

• User Agreements

• Promotion

• Approval Process and Management

• Beta Testing and Training

Content Strategy and User Agreements

• Content channels– Committee content– Vendor content– Consultant content

• Influencers

• User agreements– Existing membership– New members– Site visitors

Promotion• Leverage existing membership and community

connections

• Leverage sponsors and vendor members

• Buy and resell advertising

• Generate revenue

• Manage advertising

Approval Process and Management

• Board of Directors

• Committees and sub-committees

• Volunteer Members

• Operations management company, Virtual

Beta-Testing and Training

• Communicating with vendor

• Training other committees and members in network testing and usage

• Evaluating success

• Deciding on next steps

Dealing with the Unexpected

• Competition

• Internal constraints

• Timing

• Refining process

• Vendor relations

• Refining technical decisions based on internal changes