Greg Sterling writes about online reviews today… lots of good stuff.
Adding to the mounting evidence that online reviews are now critical for both consumers and businesses, comScore and the Kelsey Group released online survey data (n=2,090) last week showing that 24% of consumer-respondents used online reviews in the context of looking for a local service business (during the preceding three-months)…
PQ Media issued a new report that estimated “word-of-mouth marketing” has become a $981 billion business. In addition, the report says that among consumers surveyed, 80% rely on friends and family for recommendations. This phenomenon is now moving quickly online… [lots more]
Taken together, these data all show how significant online reviews are becoming – as an extension of traditional “word of mouth” – for both consumers and local businesses. As the stakes get higher, which all these data suggest they will, the risk is that there’s more gaming and manipulation of reviews. Note that 30% (of the 24%) in the comScore data wrote reviews because they were asked to do so. (And see my recap of the SMX panel on user review content.)
Reviews and recommendations are a large part of the Front Porch Forum postings. Most arrive upon request from a neighbor.
Steve Outing offers his “lessons learned” on the just-dead Enthusiast Group (“experiment in grassroots media and social networking (as applied to niche sports)”). Here’s one of his lessons that caught my eye…
If citizen-content-exclusive destination sites don’t make sense when it comes to hyperlocal content, what else can you do with user-submitted content? Another approach is to focus on micro-targeting the citizen submissions. I’m intrigued by websites like YourStreet.com, which geo-tags local news and information and puts it on a map mash-up. Using a model like YourStreet’s, a news organization might create a map service that presents hyperlocal (geo-tagged) content on neighborhood maps.
While I live in Boulder, Colorado, I couldn’t care less about news from schools or community organizations serving neighborhoods across town. But I care a lot about anything to do with the school near my house that my daughter attends. I care about the announcement from the local fire station about staffing changes. So targeting that sort of news and information to me is a powerful service that a news company can provide. (Of course, I’d want the option to expand the range of micro-news and information that I view.)
If you can gather, slice and dice hyperlocal citizen news and information, think too about disseminating it outside of your own website. Create a customizable widget that a neighborhood blogger, say, can include on his site to offer his readers links to news and information pertinent to his neighborhood. That’ll drive traffic back to your website, or might include ads that you place within the widget. Win-win.
If a news website can filter the minutiae (from a wide variety of sources, internal and external to the news organization) that’s relevant to a specific online user, and present that in context with the professionally produced output of the news organization, then I think you’ve got something valuable.
Front Porch Forum is asked frequently to offer a social networking services for local nonprofits and other groups. Looks like Change.org may be able to help these good folks now (from TechCrunch)…
Change.org uses social networking to help social causes. For the launch, they’ve already partnered with 50 non-profits, like CARE, Greenpeace, and Amnesty International. Any other non-profit can launch their own network as well, as long as you have a government approved tax ID number.
They have modules for all an organization’s main needs: events, fund raising, forums, blogs, members, and posting photos/video. I really like how Change.org is evolving overall. The site is about connecting people passionate about a particular cause and not engaging in a shouting match or symbolic gestures of online support.
Other useful services for non-profit work include Wild Apricot, Idealist.org, Tree Nation, and Kevin Bacon’s Six Degrees.
TechCruch reports today that FatDoor.com just landed $5.5M of funding and a new CEO from Yahoo…
Fatdoor aims to connect you with your neighbors by providing a localized social network for your physical community. Although the site will be in private beta until the spring of 2008, a handful of details have been publicly available since at least June. The website will integrate with Microsoft Virtual Earth to display local business and residential listings on an interactive map. Once users claim their listings, they can add profiles and put down their interests. Users can then plan events and form local interest groups with the site.Fatdoor will also pull in information from other web services such as business reviews from Yelp, events listings, and driving directions. Users will be able to add their own business reviews but they won’t be displayed outside of the network on Yelp’s website. Fatdoor’s homepage will display something akin to the Facebook news feed with information about upcoming events and recently created groups.
So my FatDoor scorecard reads… great space with huge potential, new CEO with impressive credentials, money to burn… this could prove interesting. Or not… time will tell.
Most Silicon Valley successes are made by roping in some small percentage of the population over a huge geographical expanse… e.g., 5% of the United States on board some website would be 15 million people… yipee.
But to succeed at the local or neighborhood level, you need a relatively large percent of the population in a small area (e.g., our Front Porch Forum has 25% of our pilot city registered, but Burlington, VT only contains a fraction of 1% of the U.S. population). This is a very different game and one that most mainstream dot.coms and start-ups aren’t pursuing well or at all… thus the opportunity.
Kirby Winfield offers a good post today, for as far as it goes, about helping people connect to their local communities through the internet…
It’s been said that individuals today are increasingly disconnected from their communities. They are “bowling alone”; i.e., although the number of people who bowl has increased in the last 20 years, the number of people that bowl in leagues has decreased. Since people bowl alone they do not participate in social interaction and civic discussions that might occur in a league environment.
The Internet has been criticized for its isolating impact on society. In many cases increased engagement in online activities results in exacerbation of the “bowling alone” phenomenon.
There is a huge market void in local online media. With the exception of business search/reviews, no one has solved for community connection and conversation at the neighborhood or town level at scale. This brings me to the opportunity of “digitizing local.”
Some of the most passionate and well informed citizens in the country still communicate about their communities through print newsletters, in person meetings, and other offline means. These people thrive on being active locally. If you can somehow harness their knowledge, energy, and networks, you can create a vast forum of local influencers and relevant evergreen local content…
This, of course, is exactly what Front Porch Forum is all about in the 19 Vermont towns that comprise greater Burlington.
He goes one to say that no one has cracked this mystery at scale. Perhaps that’s the wrong way to look at it. Kind of like saying that none of the big box retailers have yet to really feel like a valuable local business. It could be that, when it comes to local, the internet will deliver on its promise of decentralization and small scale and we’ll see thousands of super-valuable local sites rising up, each unique to their own special community… not the one-size-fits-all big box approach emanating from Silicon Valley. Kind of like 100 years ago when every town had its own stand-alone, locally owned, daily newspaper.
Of course, the chains came along and gobbled up those papers eventually and left us with the USAToday model.
Maybe the internet will help usher back true local flavor and thousands of successful local media companies that enliven and enrich their home towns in ways that no clever distant mashup could ever achieve.
Mike Lanza and some friends have created something called Playborhood.com…
As parents of toddlers and babies, we’re concerned about whether we can provide a better life for our children than we had. We’ve certainly done well financially – better than our parents, by and large – so we can provide an abundance of material goods for our children. However, we weren’t hurting at all for material goods when we were kids, but we find that kids of today are sorely lacking in what was the greatest joy of our childhoods: free, unstructured play.
Free, unstructured play (or what we refer to as simply “play”) has virtually vanished from the lives of most children in America. We are committed to doing whatever we can to bring it back for our children and yours.
At Playborhood.com we will to build a community of parents in the United States, if not the world, that will become more aware of this problem, discuss solutions, and implement the best of those solutions.
This issue also motivates me in part to pursue Front Porch Forum. I commented on Mike’s piece here.
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