National and pan-National and pan-European Social NetworksEuropean Social Networks

National social networks, with a focus on post-National social networks, with a focus on post-2004 EU members and Scandinavia, plus 2004 EU members and Scandinavia, plus

insights of pan-European Social Network as insights of pan-European Social Network as MyPacis.EuMyPacis.Eu

What we discussed What we discussed aboutabout

Pan-European social networksPan-European social networks Bulding partnerships among Bulding partnerships among Europeans 2.0Europeans 2.0 Key data about usage in top Key data about usage in top areasareas Local social networks (Pre and Local social networks (Pre and post 2004 EU Members)post 2004 EU Members) Case studies from Sweden and Case studies from Sweden and FinlandFinland Business models 2.0Business models 2.0 Insights about users’ motivation Insights about users’ motivation and behaviour by Country and behaviour by Country

P.S.: The usual suspects are P.S.: The usual suspects are mentioned only if necessarymentioned only if necessary

Being a pan-Being a pan-EuropeanEuropean

For global social networksFor global social networks Economy of scope: critical massEconomy of scope: critical mass Economy of scale? No, because IT Economy of scale? No, because IT platform can now be developed using OSplatform can now be developed using OS Diseconomy of scale? It may be that Diseconomy of scale? It may be that Company structure does not allow the Company structure does not allow the necessary flexibilitynecessary flexibility

Being a pan-Being a pan-EuropeanEuropean

For smaller networksFor smaller networks Critical mass: only in one countryCritical mass: only in one country Economy of scale? No, because IT Economy of scale? No, because IT platform can now be developed using OSplatform can now be developed using OS Diseconomy of scale? Company Diseconomy of scale? Company structure is flexible, but are additional structure is flexible, but are additional costs justified?costs justified?

MyPacis.euMyPacis.eu

Smilevich.comSmilevich.com

Pre-2004 EU Pre-2004 EU MembersMembers

Highlights:Highlights: Where is Facebook outside Where is Facebook outside UK? (77.000 German visitors, UK? (77.000 German visitors, 1.2%; 1.2%; 331.000 French 331.000 French visitors, less than 3%visitors, less than 3%)) MySpace has local MySpace has local languageslanguages

Grono.netGrono.net

Rate.eeRate.ee

Finland: Habbo Finland: Habbo HotelHotel virtual community owned and operated by Sulake virtual community owned and operated by Sulake

Corporation. Habbo Hotel Corporation. Habbo Hotel aimed at teenagersaimed at teenagers combines the two concepts of a chat room and an combines the two concepts of a chat room and an online game. online game. 32 local communities 32 local communities 90% of its players are between the age of 13 and 18 90% of its players are between the age of 13 and 18 "Hotel Manager", or Content Manager, "Hotel Manager", or Content Manager, communicating with the players through newsletters, communicating with the players through newsletters, creating competitions, and managing the content of the creating competitions, and managing the content of the websitewebsite Community Manager, who is responsible for Community Manager, who is responsible for moderation and guidance throughout the virtual moderation and guidance throughout the virtual community by managing community by managing Country Manager, who manages the business side of Country Manager, who manages the business side of the community such as sales, finance and the community such as sales, finance and administration. administration.

Finland: Habbo Finland: Habbo HotelHotel

selling in-game creditsselling in-game credits website advertisement website advertisement sponsorship sponsorship Habbo-related merchandiseHabbo-related merchandise

Finland: IRC Finland: IRC GalleriaGalleria

founded in December 2000 founded in December 2000 photo gallery for the Finnish users of photo gallery for the Finnish users of IRDIRD over 400,000 registered users and 6 over 400,000 registered users and 6 million imagesmillion images localized versions for Russia, Estonia, localized versions for Russia, Estonia, Lithuania and Germany Lithuania and Germany 850,000 users850,000 users 415,000 of whom are considered active415,000 of whom are considered active Average age: 19.5 Average age: 19.5 Sold to Habbo Hotel Sold to Habbo Hotel

Finland: Habbo Finland: Habbo HotelHotel

Finland: Finland: acquisitionacquisition

Age continuityAge continuity Taking IRC international Taking IRC international

NetlogNetlog

XingXing