One more quick link-post.

Sean Carton, in an article for ClickZ states that "models like Friendster, Ryze and Deanlink are milestones on the road to what could be the most powerful online marketing model yet." 

Some of his comments :

"......... DeanLink, Friendster and Ryze combine all the most powerful aspects of viral marketing, affinity marketing, multilevel marketing and brand affinity in one place. They leverage the power of interactive media by allowing those most committed to the brand -- the most loyal users -- to bring others into the fold. Previously, these types of efforts were segregated. Combining them in one place where people with an affinity for a brand (or a need for support) can meet others with similar interests and recruit still more people is a powerful platform for building very strong brands."

"....How can this work? Imagine Amazon.com book clubs, communities built around specific books or book categories. Imagine a Macromedia user hub where Flash aficionados meet, invite others in, display their work, and arrange get-togethers in the analog world. Imagine NFL.com Groups that hook people up with fellow fans by following fan associations through networks of friends. What a great idea for fans of out-of-state teams! Imagine a Friendster site built around Mini Cooper owners who want to hold rallies. You get the idea."

"How are these different from simple online communities? Unlike communities of the past that were more or less message boards, these communities are built one invitation at a time by people-who-know-people. Not forums for flame-wars and lurking, these are true communities of like-minded people who already have real-world connections to one another, and an affinity for the brand supporting the group. Result? Strong brand connections through strong interpersonal connections"

The thoughts aren't new - i like the articulation - and the possibilities his observations throw up.  

Social networks must start thinking 'brand' for themselves too.  

10:22:31 PM    comment []  trackback []