Here Come the Social-lists

A NEW BREED OF ‘SOCIAL-LISTS’ HAS RECENTLY ENTERED THE DIRECT MARKETING COMMUNITY

They aren’t changing society and they don’t have a political agenda, but they may be helpful if you want to test the responsiveness of social networking enthusiasts. Social-lists are, ironically by name, a product of the free market economy where list managers and other marketing services providers compete with creative data-based solutions to help clients with customer acquisition.

Keep in mind that although activity on social networks is increasing, the spending on display advertising in this area is not. However, these new list products may help you capitalize on social media in a measurable way. The behavioral attributes of online group members could also be an indicator for response in other areas. For example, if you look at the highly correlated lists section on data cards for the social media files, you will see a pattern of photography-related list recommendations. It seems obvious after the fact, since sharing pictures online is one of the top behaviors exhibited on social networking sites. How about including a drawing for a free digital camera as part of your offer?

Social media behavior can provide insight and opportunity for B-to-B marketers as well. There is a group on the Ad Tech Conference Attendees list whose function is related to social media and user-generated content.

The List Popularity Index in the following listings shows each list’s rating on a range from 0 to 100. The scores, from Nextmark, are calculated using an algorithm that analyzes recency and frequency of more than 100,000 outside list recommendations made in the trailing 12 months of the scoring date.

Socialbase – Social Network Masterfile

Universe: 20,000,000
Price: $100/M
List Popularity Index: New to market
Contact: Leon Henry, Inc., Jim Gallagher, [email protected], (914) 285-3456

Hispanic Social Media – Networking Online

Universe: 2,400,000
Price: $95/M
List Popularity Index: 74
Contact: List Connection, Inc., Ken Wood, [email protected], (864) 962-0761

Gen Y Social Network

Universe: 1,842,047
Price: $100/M
List Popularity Index: 88
Contact: Specialists Marketing Services, Randi Morris, [email protected], (201) 865-5800

Band of Mothers – Community Blogs & Social Media

Universe: 930,416
Price: $85/M
List Popularity Index: 90
Contact: Media Source Solutions, Michele Volpe, [email protected], (954) 788-0213

Ad Tech Conference Attendees Postal

Universe: 82,962
Price: $190/M
List Popularity Index: 99
Contact: Specialists Marketing Services, Susan Hanserud, [email protected], (631) 787-3008

Data cards for these are publicly available at http://lists.nextmark.com