Martin Krayer Von Krauss Copenhagen April 9, 2008

Dear Doug and colleagues,

another question from me: has anyone began to explore the potential of applying community-based social marketing to virtual communities? See below for some background material on virtual communities.

Martin KvK.

Virtual communities are self-organizing social networks created and sustained through the communication efforts of voluntary participants socially and geographically dispersed. Virtual communities make use of so-called "social networking sites", an increasingly popular online communication, entertainment, and networking tool for users to upload, share and view information, photos, and messages. Examples of such sites include, and While many organisations previously dismissed these communication channels as unserious, many are increasingly recognising their enormous potential, especially in communicating with people under 35. In June 2007, the top six most popular social networking sites attracted a total of almost 274 million global visitors. Ninety percent of South Korean citizens between the ages of twenty-four and twenty-nine are members of one Korean website, attracted more than 114 million global visitors age 15 and older in June 2007, representing a 72-percent increase since 2006. experienced even stronger growth during that same time frame, jumping 270 percent to 52.2 million visitors. With literally hundreds of millions of people from around the world visiting social networking sites each month, it would appear that social networking is not a fad but rather an activity that is being woven into the very fabric of the global Internet. Because of this, a variety of profit and non-profit organizations have begun to explore the potential of social networking sites as channels through witch to communicate with their target groups. For example, in February 2008, the UK Sustainable Development Commission posted a series of presentations on product roadmapping by Allan Knight on it's own website ( as well as on YouTube ( ).