Marketing Group Travel to Niche Social Networks

I am not sure if I just have an insanely focussed one track mind or if there is a conspiracy to prove me right. I've been talking to people about marketing events and experiences as a monetization method for social networking sites. All of these sites have ridiculous page views and mind share among their respective demographics. Yet, they serve $0.50 CPM banner ads in order to generate revenue. They've brought internet mediated interaction to a whole new level. But they fail miserably in bringing offline experiences to their members.

David Beisel, on his continuing quest to rationalize an investment in niche social networking sites, pointed to an article lamenting the overplayed bubble-is-back theme 'that most social networking sites are chasing a cash out opportunity'. Instead of building revenue.   

The article highlights some advice that Nate Elliot, a Jupiter Research Analyst, provides to aSmallWorld, another invite only social network that supposedly targets a high-net-worth crowd:

The captive and rich audience has an obvious appeal to advertisers. However, Elliott thinks the site should also seek to create an offline community that could include parties in pricey vacation spots and exclusive clubhouses in places like New York and London. Nirav Tolia, the network's acting president, says the company is looking to expand its offerings.

I spent some time meeting with a local tourism board this past week. The area that they represent produces events that attract visitors for trips from up to 600 miles away. They produce great programming. But, they rely on "group sales" to sell it. So, they work through tour operators and local travel groups to sell these programs. They spend a modest sum with traditional advertising outlets too. But, this doesn't reach people beyone the local area. And they spend modestly because there is no way to determine efficacy.

The next logical step for marketing these 'trips' is to target market to niche networks of people online. Whether that be the primarily NYC audience that Gawker reaches or the dog lovers that dogster reaches, I see a huge opportunity to program niche experiences for niche social networks. And I see a huge opportunity for us to help make it happen. Stay tuned.

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