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Strategy report
TO: Proximity social network team FROM: Montenae B. Fleet DATE: October 27, 2009 SUBJECT: BlackPlanet strategy analysis

Here is my BlackPlanet strategy analysis. BlackPlanet is owed by Radio One, one of the largest radio broadcasting companies in America. Its key demographic is the African American community. 

BlackPlanet is an online niche social networking site targeted especially for the African American community. It was launched September 1, 1999 by Omar Wasow. In December 2007, it was the 4th highest trafficked social-networking site according to the internet monitoring site Hitwise.   In April 2008, Radio One, the media empire begun by media magnate Cathy Hughes, acquired BlackPlanet and its parent company Community Connect Inc. for $38 million, along with partner sites Mi Gente and Asian Avenue (Wikipedia 2009). Now based in New York, New York, BlackPlanet’s current CEO is Alfred Liggins, III. (Mars 2009).
 * Profile **

BlackPlanet’s revenues come from advertising, which include:  ·   Custom Social Networking Experiences  <span style="msoansilanguage: EN; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Symbol; mso-hansi-theme-font: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> Sponsorship <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-hansi-theme-font: minor-latin;"><span style="msoansilanguage: EN; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Symbol; mso-hansi-theme-font: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> Audience Targeting <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-hansi-theme-font: minor-latin;"><span style="msoansilanguage: EN; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Symbol; mso-hansi-theme-font: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> Display Media Programs <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-hansi-theme-font: minor-latin;"><span style="msoansilanguage: EN; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: Symbol; mso-hansi-theme-font: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> Custom promotions and sweepstakes

Currently, BlackPlanet has 15 million users (Interactive One 2009). <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> **<span style="font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Competitive Landscape <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; msoansilanguage: EN; msoasciithemefont: minor-latin; msohansithemefont: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: minor-latin;"> ** <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> The primary force driving competition in social networking marketplace is consumer power. The more users the site pulls in, the more advertisements the users see, which can lead to the users potentially becoming interested in purchasing the product. BlackPlanet faces major competition with other social networking sites such as MySpace, Facebook, Twitter, etc. This landscape is extremely competitive with the rival sites putting out new applications and features almost every month to draw in users. Analyst eMarketer predicts that by 2011, $4.1 billion will be spent worldwide for social network advertising, a dramatic increase from the $480 million spent in 2006. In 2008 alone, global ad spend in the social networking arena is expected to increase 75% year over year, amounting to $2.1 billion (Mars 2009). <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: minor-latin;">

BlackPlanet’s marketing strategy does not seem very structured. The company needs to decide if they want their primary demographic to be African American users <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">. BlackPlanet has decided to team up with different companies to promote their events/products along with the website. One of their new partners is the 2009 Soul Beach Music Festival. “ <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">BlackPlanet, the premiere African American social network will be the presenting sponsor of the 2009 Soul Beach Music Festival, which will take place in Aruba May 20-25, 2009.”(Entrepreneur 2009). Other than sweepstakes, promotions and new applications on the site for members, BlackPlanet must put more effort into attracting the majority of the African American social networking users. <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> <span style="font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">**Gen Y implications** <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: minor-latin;"> <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Although BlackPlanet may one day come back into the social networking market and be on the same level as the other competitive social networking sites, their success depends on a strategy that they are willing to spend money on in order to attract the Gen Y African Americans users.
 * <span style="color: black; font-family: 'Calibri','sans-serif'; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">BlackPlanet’s Strategy **<span style="color: black; font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">

// BlackPlanet - Wikipedia, the free encyclopedia //. (n.d.). Retrieved October 1, 2009, from http://en.wikipedia.org/wiki/Blackplanet
 * __ References __**

// BlackPlanet.com to Be the Presenting Sponsor of the 2009 Soul Beach Music Festival â€“ PRNewswire â€“ Entrepreneur.com //. (2009, April 15). Retrieved October 1, 2009, from http://www.entrepreneur.com/PRNewswire/release/140007.html

// Interactive One | Advertising //. (n.d.). Retrieved October 1, 2009, from http://www.interactiveone.com/advertising.php

Mars, E. (n.d.). //Radio One Buys BlackPlanet: UrbanHustler.com ::: Motivate, inspire, educate and inform.//. Retrieved October 1, 2009, from http://www.urbanhustler.com/news/news-story/archive/2008/april/article/radio-one-buys-blackplanet/

Blog proposal
TO: Proximity social networking team FROM: Montenae B. Fleet SUBJECT: Blog post proposal DATE: October 26, 2009

I propose that we do our proximity blog post on the use of BlackPlanet and advertising. This post can be used to attract a new group of clients who may not view BlackPlanet as their main social networking site of choice and also may be introduced to some new products.

Social networking sites such as BlackPlanet provide different advertisements to their users. By showing these ads on the sites, the users and the site both benefit in two ways: 1) gaining business to their company, which brings in more revenue. 2) attracting a new demographic to the site and to the product.
 * Rationale **

<span style="font-family: 'Calibri','sans-serif'; font-size: 11pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: 'Times New Roman'; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> [] <span style="color: black; font-family: 'Calibri','sans-serif'; font-size: 11pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: 'Times New Roman'; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin; mso-themecolor: text1; msoansilanguage: EN-US; msoasciithemefont: minor-latin; msobidifontfamily: 'Times New Roman'; msobidilanguage: AR-SA; msofareastfontfamily: Calibri; msofareastlanguage: EN-US; msofareastthemefont: minor-latin; msohansithemefont: minor-latin; msothemecolor: text1;">[]
 * Sources **

Report proposal
<span style="font-family: 'Calibri','sans-serif';">To: Proximity Social Networking Team From: Montenae B. Fleet Date: November 25, 2009 Subject: Proposal for report on Facebook

Facebook is one of the major social networking sites available to many people around the world today. It has even become a big hit in the world of business. It allows businesses to reach people without the cost and expense of regular advertisement. I propose to write a report in how businesses used to advertise, and how they advertise now with the help of Facebook.

<span style="font-family: 'Calibri','sans-serif';"> Facebook allows businesses to freely reach potential customers of their product
 * <span style="font-family: 'Calibri','sans-serif';">Need **

<span style="font-family: 'Calibri','sans-serif';"> Clients of Proximity who wish to reach Gen Y users need this report to understand that businesses have now reached customers and potential clients thru social networking sites such as Facebook.
 * <span style="font-family: 'Calibri','sans-serif';">Facebook allows companies to create groups or fan pages which allow users to continually remain updated about the company’s promotions and products.
 * <span style="font-family: 'Calibri','sans-serif';">Facebook requires no/minimum advertising fees for small and large businesses.
 * <span style="font-family: 'Calibri','sans-serif';">Facebook gives access to direct communication with customers and potential employees

<span style="font-family: 'Calibri','sans-serif';"> My proposed report, “How Businesses Have Become Attracted to Facebook”, will cover the following topics: <span style="font-family: 'Calibri','sans-serif';">
 * <span style="font-family: 'Calibri','sans-serif';">Topics **
 * <span style="font-family: 'Calibri','sans-serif';">What is Facebook
 * <span style="font-family: 'Calibri','sans-serif';">How was the primary focus for Facebook
 * <span style="font-family: 'Calibri','sans-serif';">How businesses have now adopted the sole purpose of Facebook
 * <span style="font-family: 'Calibri','sans-serif';">What businesses now use Facebook to bring in new clientele and new employees
 * <span style="font-family: 'Calibri','sans-serif';">Gains or Losses with promoting on Facebook

<span style="font-family: 'Calibri','sans-serif';"> The following items are key sources for the report.
 * <span style="font-family: 'Calibri','sans-serif';">Sources **

<span style="font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> Doan, M. (2009, March 13). Businesses Befriending Facebook - Kiplinger.com. //Kiplinger.com//. Retrieved November 24, 2009, from []

<span style="font-family: 'Calibri','sans-serif';">Doan discusses how Facebook, once a teen based social networking site, has now attracted the attention of many older adults and now even businesses. He talks about how Facebook makes it much easier for businesses to keep up with connects and gaining potential clientele. He also discusses the downside of using Facebook in your business because some fear that their corporate secrets may slip out along with privacy issues. <span style="font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> Evans, M. (2009, July 21). 32 Ways to Use Facebook for Business. //WebWorkerDaily//. Retrieved November 24, 2009, from http://webworkerdaily.com/2009/07/21/32-ways-to-use-facebook-for-business/ <span style="font-family: 'Calibri','sans-serif';">

Evans discusses the step by step process when using Facebook to promote your business. He discusses how one should manage their page and how to connect with different people and companies through Facebook.

<span style="font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Now, Any Business Can Tap 53 Million Facebook Users (For Free). (n.d.). //Internet Marketing Blog//. Retrieved November 24, 2009, from http://blog.hubspot.com/blog/tabid/6307/bid/2778/Now-Any-Business-Can-Tap-53-Million-Facebook-Users-For-Free.aspx <span style="font-family: 'Calibri','sans-serif';"> This blog gives insight to people who are just starting to use Facebook with their business or just for their own entertainment. It gives some important facts on the site and goes step by step in how to create a Facebook business page, and how to successfully draw in new customers.

<span style="font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">O'Connor, K. R. (2008, March 18). Should your business be on Facebook? - Mar. 18, 2008. //Business, financial, personal finance news - CNNMoney.com//. Retrieved November 24, 2009, from http://money.cnn.com/2008/03/17/smbusiness/Facebook_marketing.fsb/index.htm <span style="font-family: 'Calibri','sans-serif';"> O’Conner addresses in her question and answer article whether or not Facebook is good for small businesses. She gathers different opinions from several business owners and compiles them into one. There is no clear consensus on what she believes, but the opinions of the people that were interviewed were very valuable.

<span style="font-family: 'Calibri','sans-serif'; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Wee, W. (2009, August 2). 10 Successful Facebook Business Pages | Penn Olson. //Penn Olson//. Retrieved November 24, 2009, from http://www.penn-olson.com/2009/08/02/10-successful-facebook-business-pages/ <span style="font-family: 'Calibri','sans-serif';"> Wee discusses the top ten businesses on Facebook. He examines their strategy and gives some brief information about what each company is bringing to the table with their page.

Team conference presentation proposal
<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· Which social networking sites are most appealing to Gen Y? <span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">·  What preferences does Gen Y have for the use of social networking sites?

Sales letter and report prospectus
<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt;"> <span style="color: black; font-family: Calibri; font-size: 10pt; mso-bidi-font-family: Arial; msobidifontfamily: Arial;">December 8, 2009

Ms. Rebecca Townsend, Director of Marketing Nordstrom, Inc. Towson Town Center 700 Fairmount Avenue Towson, MD 21286 Dear Ms.Townsend:

I enjoyed meeting you yesterday at Proximity’s Next Generation Media seminar regarding Nordstrom’s need to promote its name to Gen Y consumers. Enclosed you will find a prospectus for the report I mentioned describing the need for reaching majority of Gen Y through social networking sites.

As you noted yesterday, Nordstrom feels that it must establish brand identity with Gen Y now in order to sell its products to that cohort when they are making their shopping preferences. I believe Proximity can work with you to devise a comprehensive campaign that social networking to achieve that goal.

I can provide you with customized survey and focus group results to help shape Nordstrom’s image as a progressive, lucrative company. Our consultants can advise your sales team on how to position new products, and our production teams can make several ads that appeal to Gen Y. Also, we have trained student marketers who can promote Nordstrom on Facebook. Our research shows that using student representatives to friend social networkers is a far more effective strategy for reaching Gen Y than purchasing your typical banner ads.

I invite you and your staff to join us at Proximity’s Towson office for a special focus group session on Nordstrom’s Gen Y brand image. After that session, you can meet with several members of our group to discuss how Proximity can help you meet your marketing aspirations.

Sincerely, Montenae B. Fleet Associate Media Analyst

**// PROXIMITY reports //** || || // connecting with Gen Y using on-demand media // ||^   || **<span style="color: maroon; font-family: Arial; font-size: 18pt; mso-ansi-language: EN-US; mso-bidi-font-size: 12.0pt;">Social Networking: How Business use Facebook ** Montenae B. Fleet // Facebook has now become a new found way for businesses to advertise. // || **//__ The problem __//** Gen Y is migrating toward the use of social networking sites rapidly. Facebook, a very popular social networking site, has become a great way for business to reach the Gen Y population. || Proximity focus group results show that Gen Y viewers still value social networking sites that are used to promote their favorite brand of clothing, food, etc. They //will// pay attention to creativity, advertising skill, and sales. This report details how social networking sites are now used by business to advertise their merchandise to a younger crowd, such as Gen Y.      ||
 * //__ Proximity’s on-demand media solution __//**
 * //__ Proximity’s on-demand media solution __//**
 * Available now at www.proximity.edu **