Bob Tedeschi wrote in the New York Times today about LifeAt, meettheneighbors.org and i-neighbors.org… three services taking aim at online social networking for neighbors. About LifeAt (see my recent post)…
Matthew Goldstein, LifeAt’s chief operating officer, said the company is only now completing its advertising strategy. For now, the company, based in Brooklyn, is surviving on the roughly $6,000 it receives from each building that signs up for the service. It does not charge the buildings yearly fees.
More than 335 buildings have joined since LifeAt began in March. About 600 more buildings are scheduled to introduce LifeAt Web sites by year’s end. The company does not currently share ad revenues with the buildings, but Mr. Goldstein said that could change.
Among buildings with LifeAt Web sites, Mr. Goldstein said, residents of 64 percent of the units have created personal pages. Property managers, who give residents login and password information, also use the sites to post news about maintenance work and vacancies.
And about meettheneighbors.org…
Since late 2004, MeetTheNeighbors.org, a for-profit company based in Manhattan, has operated a social networking service for apartment dwellers.
That site, which is free, has about 15,000 users, and last year began serving residents of Boston, London and Dublin. Jared Nissim, the company’s founder, runs the site as a sidelight.
Mr. Nissim said some buildings have considerably more active Web sites than others, thanks mostly to the efforts of volunteers in the building who are responsible for managing the content of the site. “It may be one of the flaws of our system that it relies on one primary contact to get the ball rolling,” he said.
The meettheneighbors site reports 2,204 buildings set up with 11,621 members… about five people per building.
And i-neighbors.org…
I-Neighbors continues to grow, with 45,000 people now using the free service.
I seem to recall that this service hosts about 5,000 neighborhood groups across North America. That’s a lot of people… although averaging 9 people per group.
About 25% of Front Porch Forum‘s pilot city has subscribed via word of mouth. Our average neighborhood forum has about 50 households.
A new Colorado-based service…
Zwaggle is an online community for parents to share with other parents. Using our points based sharing system, parents spend less money, time and resources providing for their children.
Greg Sterling wrote about online advertising revenue projections this week…
According to the just-released IAB/PwC online ad revenues report, US online ad spending reached $5 billion for the second quarter and $10 billion for the first half of 2007. Year over year growth was just over 26%. Online ad revenues should hit or exceed $20 billion for the full year, 2007.
The distribution of revenues across ad categories is also follows:
- Search remains the largest revenue format, accounting for 41 percent of 2007 first six-month revenues. Search advertising revenues totaled $4.1 billion for the first six months of 2007.
- Display-related advertising revenues totaled $3.2 billion or 32 percent for the first six months of 2007. Display-related advertising includes Display ads (21% of 2007 first six-month revenues or $2.1 billion), Rich Media (7% or $699 million), Broadband Video (1% or $100 million), and Sponsorship (3% or $300 million).
- Classifieds revenues accounted for 17 percent of 2007 first six-month revenues or $1.7 billion.
Lead Generation revenues accounted for 8 percent of 2007 first six-month revenues or $799 million.What’s striking is that:
Online advertising continues to remain concentrated with the ten leading ad-selling companies, which accounted for 70 percent of total revenues in the second quarter of 2007.
Assuming that the projections are fulfilled and US Internet ad revenues reach $20 billion, that will mean that as an ad medium the Internet is larger than:
- Yellow pages
- Radio
- Outdoor
- Most categories of TV (though not in the aggregate)
- Most categories of magazines
But consumers don’t trust online ads vs. traditional media advertising. That’s a problem for marketers that want to shift more of their budgets online to pursue those audiences. Internet ads have to be done much more thoughtfully than traditional advertising.
Peter Krasilovsky reports about CitySquares‘ latest developments…
neighborhood-centric directory of local businesses has got about $1 million in venture funding; almost 400 advertisers paying roughly $600 a year, mostly for “deluxe” business profiles; and an 88 percent renewal rate.
They seem to be getting some traction, and they’re going places…
In mid-October, CitySquares is going to re-launch using new neighborhood slicing-and-dicing capabilities from Urban Mapping and Localeze, all based on an open-source Drupal platform. The site is also confidently planning to expand beyond Boston, with another northeast city set for Q2 2008, and a third one for Q3.
Co-Founder Ben Saren says the site’s re-do reflects a key truism: hyperlocal is about neighborhoods, but the reality is that neighborhoods are often “in-between” other neighborhoods. The new version of the site is going to present searchers with the five closest neighborhoods, as well as proximity options. “They can be five miles or ten blocks,” he says. That’s the Localeze part of it.
They’ll also identify neighborhoods within neighborhoods, such as Observatory Hill, which is a section of Cambridge. That’s the Urban Mapping part of it. The ability to sell across neighborhoods will help sell ads for the many small businesses “in between.”
I think I visited Smalltown.com a year ago and thought it looked interesting. Well, it seems they’ve been busy! They now host sites in five California communities…
Smalltown is the website where you can discover local treasures from the best source: your neighbors. Find a great babysitter, carpenter or stylist. Read reviews of the high school play. Watch a video clip about a new restaurant.
Smalltown recieved $3M of Series A investment about a year ago. But what caught my attention was co-founder Hal Rucker’s recent blog posting…
Which makes more sense for local: generate deep and uniquely useful content in a small geography, then replicate that process for hundreds of towns, or launch the whole US with shallow content all at once? (Choose one, because you can’t launch with deep local content everywhere at the same time.) InsiderPages went wide and shallow and it didn’t work out. Backfence tried to go deep in several regions at the same time and it, too, couldn’t get enough traction. Smalltown is going very deep in a very small geography, with plans to replicate that success quickly when we have all the technology and marketing knobs dialed in.
This gets at my previous postings about authentic local sites vs. global giants masquerading as local sites. As the number of web offerings explode, quality of information and genuine local knowledge will become more and more valuable. Sites that tap into that will become gems among the countless “wide and shallow” offerings.
I can foresee each city in the country having its own authentically local site (or sites) in the next few years that clearly dominate their town’s online space. Just like when every city had 1, 2, 3 or more daily newspapers. Just like in the past when you wanted news, sports, weather, debate, advertising, coupons, classifieds, etc… most people reached for the Gazette or Sentinel or whatever dominated the local newspaper scene.
Some sites will be homegrown entrepreneurial efforts (e.g., iBrattleboro), others may be a morphed newspaper that gets online done right, some areas will be covered by a “chain” like Smalltown or Backfence (RIP), and other poor towns will only have soulless cookie cutter sites supplied top-down by a giant dot.com.
So Smalltown appears to be doing the hard work of developing truly local sites based on their proprietary platform and process. I’m impressed with the concept. I’m not familiar with their initial communities, so it’s hard to assess the results to date, and I haven’t focused on the technology they’ve developed. More power to ’em. 🙂
The Kelsey Group reported today…
LiveDeal announced that it will integrate community discussion boards to its classifieds engine.
I’ve been wanting to write about David Weinberger‘s Everything is Miscellaneous vis-a-vis Front Porch Forum since I had the pleasure of meeting him at a Berkman Center-Sunlight Foundation conference at Harvard earlier this year… so today’s the day.
The reason for my delay in writing is that I’ve been hoping to actually read the book(!), but it hasn’t happened yet. However I have digested enough reviews to be in receipt of the gist. From Amazon.com…
Human beings are information omnivores: we are constantly collecting, labeling, and organizing data. But today, the shift from the physical to the digital is mixing, burning, and ripping our lives apart. In the past, everything had its one place–the physical world demanded it–but now everything has its places: multiple categories, multiple shelves. Simply put, everything is suddenly miscellaneous.
In Everything Is Miscellaneous, David Weinberger charts the new principles of digital order that are remaking business, education, politics, science, and culture. In his rollicking tour of the rise of the miscellaneous, he examines why the Dewey decimal system is stretched to the breaking point, how Rand McNally decides what information not to include in a physical map (and why Google Earth is winning that battle), how Staples stores emulate online shopping to increase sales, why your children’s teachers will stop having them memorize facts, and how the shift to digital music stands as the model for the future in virtually every industry. Finally, he shows how by “going miscellaneous,” anyone can reap rewards from the deluge of information in modern work and life.
My take on David’s thesis is that trying to make one order out of “everything” is hopeless and not even especially useful. Better to tag everything and search anew every time you want to get at something. (Brings to mind huge filing projects in the pre-web days… I remember filling out cross-reference cards and placing them throughout the file cabinets… arghhhhh.)
So I’ve seen with Front Porch Forum. In our pilot city, more than 20% subscribe, each person belonging to their neighborhood’s forum. People post messages for their neighbors about babysitters, lost cats, restaurant reviews, plumber referrals, school tax debate, car break-in, moose sightings, school fundraiser, car for sale and on and on.
A few members have expressed frustration that all these messages aren’t neatly ordered into threads. Or that we don’t offer one part of the site focused on contractor reviews, another area on classified ads, another part for political debate.
Instead, each neighborhood forum publishes a single issue every few days with whatever postings the neighborhood has generated. Each message is clearly labeled. Current and past issues, a mishmash of subjects, may be browsed or searched by keyword, author, street, etc.
I don’t think caging this information into various compartments will serve anyone well. It’s all about the conversation… not order. FPF’s aim is to help neighbors connect and foster community within the neighborhood… not create a Dewey Decimal System at the neighborhood level.
Which brings me to much of web 2.0. Whether it’s real estate, reviews, classifieds, directions, discussion… whatever, many FPF members have reported that they would rather just search their neighborhood’s archive for what they need (and come across other interesting tidbits) or post a brief note to a couple hundred nearby households… rather that then go to one of the burgeoning number of these specialty sites.
Put another way, David argues that many web 2.0 sites free information and make it accessible in many ways. But these examples are still in verticals, such as real estate. So the information is constrained, although it’s accessible to everyone.
Front Porch Forum removes all subject constraint and instead limits who can participate… only residents of a given neighborhood.
For what it’s worth.
Ghost of Midnight is an online journal about fostering community within neighborhoods, with a special focus on Front Porch Forum (FPF). My wife, Valerie, and I founded FPF in 2006... read more