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Sanoma Magazines Belgium recently re-launched Zappybaby.be and changed it from an online community into a social network.
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Zappybabysocial network for young parents
Kortrijk, 23 May 2008
Getting pregnant
Pregnancy
Giving birth
Babies
http://www.zappybaby.be/zappy/blogs/CloW/34248/De_lachende_vierling.html
Toddlers
http://www.zappybaby.be/zappy/blogs/CloW/32478/De_Beatles-baby_uit_Korea.html
Reality
Reality (1)
http://www.zappybaby.be/zappy/blogs/CloW/34243/Baby-gooien_populair_in_India.html
Reality (2)
Reality (3)
Zappybaby
ZappyBaby is an online community for young parents. It capitalizes social media tools (e.g. blogs, photo sharing, video sharing) to help young parents,
•create their own content, •communicate & share information•connect with each other on a local level
The Zappybaby profile pages and groups allow users to grow their own, powerful social network.
Profile:young women (60% less than 34 year old) high level of
educationactive (70% of
them are working)
Key definitions
An online community is a group of people with a common interest along with an online infrastructure that allows its members to create value for themselves and the group as a whole.
What connects the Zappybaby users is a particular phase in life: pregnancy, childbirth and raising small children up until their first day at school.
Social media are the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.
Short for "weblogs," blogs are online journals that readers can follow and comment on.
Other examples of photo and video sharing are Flickr and YouTube
Social networking services give users the tools to connect with each other and communicate.
Registered users are able to create a profile page, containing a.o. their zip code. The profile will use zip code to link profiles together who live in the same area, thus helping in bringing people together in real life as well
Other examples of social networks are Myspace, Facebook, and LinkedIn
Zappybaby
Zappybaby 2.0 : new concept and structure
Zappybaby has been refocused: Focus on child wish, pregnancy, birth and age-scope 0 to 36
months Focus mainly on mother without forgetting her world (partner,
family, friends, work, …)
Zappybaby has been redefined: Being pregnant, being a parent is trendy (like in: dynamic,
energetic, positive, progressive, …) Sustainability is a core value: caring for your world (= you and
your baby, you and your loved ones, the world around you, minimal impact, quality, …)
A genuine community feeling is the main USP of Zappy today
Concept Zappybaby 2.0: the brand
Concept Zappybaby 2.0: the concept (1)
Create Profile
Blogs Pictures Videos Groups Forum
ZappyCommunity
Zappybaby 2.0: levels of participation
Zappybaby 2.0: a strong community
Zappybaby has. a strong, compelling user purpose communication tools that make it easy to connect and a user
interface that supports connection content/events to draw users back and give them opportunities
to mingle: Mother’s Day, end of year, etc… history, or backstory, that creates an affective bond identity through profile pages - facilitate creating and displaying
who a member is special groups or levels for members of different status trust - embedded within the structure of the site and interactions
with and between members.
Homepage Zappybaby is built around a number of
sections (definitions to be decided): Home Zappypedia (all ‘editorial’ content) Zappy Member Lounge (overview
overall member activity) Zappy blogs Zappy Photo Albums Zappy Video’s Zappy groups or clubs Zappy forums Zappy tools and tricks Zappy classifieds About zappy, FAQ, sitemap, ..
A Zappybaby user accesses the homepage ‘as is’ with personalised accents and spends most of his/her time in his own profile environment and in the members’ environment.
Mobile services will be added in the months to come
Zappybaby 2.0 : main sections
Revenue model: advertising (1/3)
1. Audience Engagement
Within an online community, the audience engagement factor is incredibly high.
Members of online communities not only consume information, but they also take part in creating it through tools such as blogs, groups, and photo and video galleries.
Depending on the life stage a profile is going through (being pregnant, having a baby, ..) editorial content will be slightly personalized.
Community members are highly engaged and focused on content they help create and modify (comments, voting, etc).
This audience engagement creates a trusting and powerful audience for advertisers to interact with.
The succes of advertizing in online communities is based on branding and brand awareness (=quality), not on volume (= quantity)
Revenue model: advertising (2/3)
2. Targeting Capability
On a given day, online communities like Zappybaby create significant volumes of content through tools like profile pages, blogs, photo and video galleries. This content is tagged with keywords by the users and interlocks automatically with the editorial content.
Profile x with a blog on a cry-baby will find a section ‘related content’ in her/his profile and blog
The editorial content on cry-babies will refer to the blog on the same subject by profile x
Advertisers have the ability to get extremely granular with their targeting. E.g. all
women/Flanders/6 to 9 months pregnant have the ability to enter a discussion or a blog posting using a highly relevant
message. Users creating or consuming content in the network are presented with the ads
most relevant to them.
The result is a higher ROI for advertisers and a higher level of satisfaction from the user community..
Revenue model: advertising (3/3)
3. Outside-the-box Opportunities
Online communities offer opportunities to extend the brand beyond existing online advertising opportunities.
Example: create new or supports existing tools & tricks like calculate date of birth, calculate fertility periods, financial planning, shop finder, …
A successful campaign on an online community can allow an advertiser to effectively brand, generate sales leads, and/or create buzz by integrating their message into the community.
Example: deep content integration: creating new or supporting existing content sections on Zappybaby, like mobility, safety in the car, health, ...
The viral nature of communities allows advertisers to leverage their budget into a much greater return.
