⠿Taylor Wiegert – Powerhouse Social Media Lead

⠿Emily Worstell – Powerhouse Trends Expert

⠿Unpack the history and identity of niche social networks and

show how they’re fragmenting the social media landscape

⠿Reveal the opportunity presented by niche social networks

⠿ Identify action that can be taken to immediately leverage niche

social networks

⠿Social behavior oscillates between the

desires for individuality and belonging

⠿Similarly, social platforms oscillate between

specialized and generic or niche and mass

⠿This pattern can be tracked from early

forums and chat rooms to the latest crop of

niche networks

⠿Online artist community

for artists to exhibit and

discuss their work

⠿10 million members

⠿100 million submissions

⠿Community for people

obsessed with their pets

⠿Users share photos,

connect with people who

have the same breed of dog

and share information

⠿700,000 pets

⠿Simple, mobile social network to share

content, activities and updates with

close family and friends

⠿Over 2 million users

Niche Mass (Facebook)

Not cluttered

Cluttered

Focused Unfocused

Deep Broad

Relevant to passion Seldom relevant to passion

Quality consumer interactions Quantity of audience interactions

⠿Target by passion

⠕ More relevant audience interactions

⠕ Ability to gain community-driven insights

⠕ Connect with influencers of mass networks

⠿Potential to stand out in a crowded landscape

⠿Tap into leaders/trendsetters within a community

⠿Diversify Social Media platform strategy

⠿Let your audience be your compass and follow passion

⠿Evaluate platforms by behavior/passion, not numbers

⠿Tap into audience passion

⠿Have a global perspective

⠿Listen - Monitor online conversations not only for

mentions, but passion

⠿Be obsessed with your audience’s passion

⠿Evaluate existing audience to inform future audience

⠿Are current users customers, potential customers and/or your

customer’s influencers?

⠿What type of content is shared? How are users exposed to it?

⠿Use niche networks to:

⠕ Focus on relevant conversation—don’t advertise, participate

⠸ Be a trusted resource within a passionate community

⠕ Go deep into product offerings (no need to appeal to lowest common

denominator)

⠕ Mobilize and leverage existing passion

⠸ Allow the counter culture (the experts) to spread your message to common culture

⠿Using social networks should be driven by brand message and

audience mindset

⠿Consider the entire the social universe

⠿ Identify and pursue based on insight

⠕ Upcoming trends presentation

⠸ October 24 @ 2:00 PM

⠕ Questions?

⠸ Contact webinar@powerhousefactories.com

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