Comments on: Flip Fails. Condé Nast Reverses Strategy. http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/ Startup and Technology News Wed, 09 Jul 2008 05:00:51 +0000 http://wordpress.org/?v=2.5.1 By: Nate http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915449 Nate Fri, 11 Jan 2008 17:19:23 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915449 I’m not sure I really agree with idea that it’s a good move for all businesses to abandon niche social network building. I’d say that Conde’ Nast’s “niche” market was actually too big a market segment to succeed. Long tail niche sites that I’ve seen be successful tend to target seemingly smaller communities, ones that are only large in internet aggregate rather than in initial market segmentation. (Young girls in the US alone is probably a 5-15 million person market segment) Successful niche social networks need more cohesive culture & connection than a target audience that size is likely to have. If anything I’d think niche community sites haven’t yet been fully realized, Conde Nast’s strategy was perhaps unsuccessful due to their unwillingness to truly embrace a niche, a desire to homogenize a group that is too diverse and vast to banner together under one site such as flip. I’d say that Conde Nast’s new strategy of trying to leverage “other” social networking sites proves the point that their real problem was in identifying their niche, rather than with the strategy, as they’re hoping to tap into their demographic in each larger pool, which in some sense is a continuation of their original strategy of market segmentation with the added twist of recognizing that they are targeting too broad a group to offer them a single message or service that unifies or compels the whole audience. I.E. their long tail is their group within each larger group. I’d imagine they still won’t see much success without really chopping up their focus into even tighter, more unified market segments though. I think rather than the day of the niche social network being over, it’s a sign that big companies who are trying to market to large, unfocused market segments can’t build cost effective social networks, which leaves an opportunity for smaller companies to create effective, focused networks. Businesses that do have a more easily identifiable, more cohesive audience would be a good fit for targeted social networks, and there is still a large desire for content publishing and sharing functionality that lives behind a user defined private fence. The trick here is all in the targeting, and all on the ROI you can expect from actually reaching your exact audience. I’m not sure I really agree with idea that it’s a good move for all businesses to abandon niche social network building. I’d say that Conde’ Nast’s “niche” market was actually too big a market segment to succeed. Long tail niche sites that I’ve seen be successful tend to target seemingly smaller communities, ones that are only large in internet aggregate rather than in initial market segmentation. (Young girls in the US alone is probably a 5-15 million person market segment) Successful niche social networks need more cohesive culture & connection than a target audience that size is likely to have.

If anything I’d think niche community sites haven’t yet been fully realized, Conde Nast’s strategy was perhaps unsuccessful due to their unwillingness to truly embrace a niche, a desire to homogenize a group that is too diverse and vast to banner together under one site such as flip. I’d say that Conde Nast’s new strategy of trying to leverage “other” social networking sites proves the point that their real problem was in identifying their niche, rather than with the strategy, as they’re hoping to tap into their demographic in each larger pool, which in some sense is a continuation of their original strategy of market segmentation with the added twist of recognizing that they are targeting too broad a group to offer them a single message or service that unifies or compels the whole audience. I.E. their long tail is their group within each larger group. I’d imagine they still won’t see much success without really chopping up their focus into even tighter, more unified market segments though.

I think rather than the day of the niche social network being over, it’s a sign that big companies who are trying to market to large, unfocused market segments can’t build cost effective social networks, which leaves an opportunity for smaller companies to create effective, focused networks. Businesses that do have a more easily identifiable, more cohesive audience would be a good fit for targeted social networks, and there is still a large desire for content publishing and sharing functionality that lives behind a user defined private fence. The trick here is all in the targeting, and all on the ROI you can expect from actually reaching your exact audience.

]]> By: micfo.com http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915353 micfo.com Fri, 11 Jan 2008 15:58:38 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915353 They might be planning to beat Piczo! They might be planning to beat Piczo!

]]> By: I Am Not Posting To Spam My Blog http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915350 I Am Not Posting To Spam My Blog Fri, 11 Jan 2008 15:56:06 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915350 It failed to stand out in a market with dozens of competitors (social networks), so it's gone into a market with thousands of competitors (social network apps). Fail. Sorry, I know that word's overused - but then, the damage is already done, so here it is again. Fail. Fail fail fail fail fail. What's that coming over the hill? Is it fail? Yes. It failed to stand out in a market with dozens of competitors (social networks), so it’s gone into a market with thousands of competitors (social network apps). Fail. Sorry, I know that word’s overused - but then, the damage is already done, so here it is again. Fail. Fail fail fail fail fail. What’s that coming over the hill? Is it fail? Yes.

]]> By: Conde Nast's Flip.com gets an extreme makeover | Uncategorized | Online dating tips anf trics. Articles and tutorials on succesfull internet matchmaking. http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915326 Conde Nast's Flip.com gets an extreme makeover | Uncategorized | Online dating tips anf trics. Articles and tutorials on succesfull internet matchmaking. Fri, 11 Jan 2008 15:37:39 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915326 [...] it didn’t gain a whole lot of momentum. Currently, it has only 300,000 registered users, and TechCrunch noted that traffic measured by ComScore has been [...] [...] it didn’t gain a whole lot of momentum. Currently, it has only 300,000 registered users, and TechCrunch noted that traffic measured by ComScore has been [...]

]]> By: Larry Larrikin http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915278 Larry Larrikin Fri, 11 Jan 2008 14:39:54 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915278 Oh 100 million monthly visits. Oh 100 million monthly visits.

]]> By: Wes Mahler http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915253 Wes Mahler Fri, 11 Jan 2008 14:25:02 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915253 "Facebook has 100 million users? Just yesterday, Ouriel Ohayon wrote on TC that it’s “really easy to fact check that Facebook does not have close to a hundred million users”. Someone in your office is not doing his/her fact-checking!" -- 100 million Monthly Visitors! not 100 million users. “Facebook has 100 million users?

Just yesterday, Ouriel Ohayon wrote on TC that it’s “really easy to fact check that Facebook does not have close to a hundred million users”.

Someone in your office is not doing his/her fact-checking!”

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100 million Monthly Visitors! not 100 million users.

]]> By: Timothy http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915246 Timothy Fri, 11 Jan 2008 14:18:37 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915246 Looks interesting. Evolve or die. I like it ------------ www.xencasino.com Looks interesting. Evolve or die.

I like it

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http://www.xencasino.com

]]> By: anon http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915209 anon Fri, 11 Jan 2008 13:40:34 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915209 18 people work on flip because it is pretty complicated to deliver that functionality we did. Anyone who writes something like that never build a flip.com. 18 people work on flip because it is pretty complicated to deliver that functionality we did. Anyone who writes something like that never build a flip.com.

]]> By: CVOS the seo http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915208 CVOS the seo Fri, 11 Jan 2008 13:35:37 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915208 I guess this was a Flip flop. I guess this was a Flip flop.

]]> By: T.J. http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915124 T.J. Fri, 11 Jan 2008 12:29:38 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1915124 Anyone know what caused the steep descent after hitting their peak? Likely they had a runway to spend on SEM or distribution through Conde that expired and the site couldn't sustain itself without it, but just interested if there is another culprit. Anyone know what caused the steep descent after hitting their peak? Likely they had a runway to spend on SEM or distribution through Conde that expired and the site couldn’t sustain itself without it, but just interested if there is another culprit.

]]> By: collab'log http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914815 collab'log Fri, 11 Jan 2008 08:22:47 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914815 At least they know when to say when, instead of throwing good money after bad. It's a waste of a perfectly fine domain name, though. ;) At least they know when to say when, instead of throwing good money after bad.

It’s a waste of a perfectly fine domain name, though. ;)

]]> By: Squasher98 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914654 Squasher98 Fri, 11 Jan 2008 06:38:01 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914654 I read that they had 18 employees for Flip alone. What the heck were 18 people doing day to day for work on it? Sounds like poor management...the product itself is actually pretty cool http://www.leveragingideas.com I read that they had 18 employees for Flip alone. What the heck were 18 people doing day to day for work on it? Sounds like poor management…the product itself is actually pretty cool

http://www.leveragingideas.com

]]> By: wtalk http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914561 wtalk Fri, 11 Jan 2008 05:40:09 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914561 Deadpool indeed. Its very hard to find space in a crowded market unless you come up with a killer app. Deadpool indeed. Its very hard to find space in a crowded market unless you come up with a killer app.

]]> By: Flip Fails. Condé Nast Reverses Strategy.  »TechAddress http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914551 Flip Fails. Condé Nast Reverses Strategy.  »TechAddress Fri, 11 Jan 2008 05:30:09 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914551 [...] (Bebo’s platform still requires tweaks to port an application over from […]Source:Techcrunch If you can’t beat ‘em, turn into a widget and join ‘em. Condé Nast is changing [...] [...] (Bebo’s platform still requires tweaks to port an application over from […]Source:Techcrunch If you can’t beat ‘em, turn into a widget and join ‘em. Condé Nast is changing [...]

]]> By: rose http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914545 rose Fri, 11 Jan 2008 05:26:07 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914545 I like flip. I have been using flip for two years. --- http://www.bywifi.com -- Mobile Transcoding of Videos and Web Pages for Mobile Phone and PDA I like flip. I have been using flip for two years.

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http://www.bywifi.com — Mobile Transcoding of Videos and Web Pages for Mobile Phone and PDA

]]> By: Condé Nast Social Network, Flip.com Flops, Now Pursuing a Widget Strategy http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914477 Condé Nast Social Network, Flip.com Flops, Now Pursuing a Widget Strategy Fri, 11 Jan 2008 04:51:26 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914477 [...] for teenage girls to showcase their hobbies.  Flip recently debuted as a Facebook application and according to TechCrunch, there are only 9 active users on that application as of right [...] [...] for teenage girls to showcase their hobbies.  Flip recently debuted as a Facebook application and according to TechCrunch, there are only 9 active users on that application as of right [...]

]]> By: Larry Larrikin http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914457 Larry Larrikin Fri, 11 Jan 2008 04:36:09 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914457 Facebook has 100 million users? Just yesterday, Ouriel Ohayon wrote on TC that it's "really easy to fact check that Facebook does not have close to a hundred million users". Someone in your office is not doing his/her fact-checking! Facebook has 100 million users?

Just yesterday, Ouriel Ohayon wrote on TC that it’s “really easy to fact check that Facebook does not have close to a hundred million users”.

Someone in your office is not doing his/her fact-checking!

]]> By: Planet Malaysia http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914278 Planet Malaysia Fri, 11 Jan 2008 02:57:59 +0000 http://www.techcrunch.com/2008/01/10/conde-nast-reverses-strategy-on-flip/#comment-1914278 Another deadpool! Too bad! Another deadpool! Too bad!

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