Nabo is modelled on a similar community-based social network in the US and aims to also connect local services providers with individual users
A new social network that aims to connects individuals with their neighbours and local community has launched in Australia today.
Nabo is a free social media platform created by former CEO of LivingSocial and co-founder of JumpOnIt, Adam Rigby. The platform aims to bring communities together to share tips and recommendations, interact with neighbours and community groups, and provide a local classifieds service.
Users are required to login using their street address and real name and have the ability to check out the site while Nabo verifies their details. Once approved, individuals and community groups will be able to connect with people, events and services in their local area as well as create their own community group, the company said.
The site has conducted a pilot program over the past two months across 19 suburbs in Sydney, Brisbane, Melbourne and Newcastle and said neighbours connected on a range of issues such as a fruit and vegetable co-op, garage sales and a local street clean up.
Rigby said research undertaken by Nabo of 1000 Australians showed a significant gap between individuals and their community. It found 58 per cent are not connected with their neighbours beyond chatting over the fence, and more than 80 per cent are unaware of community initiatives that could better connect them in their suburb.
In addition, less than 30 per cent were not connect with neighbours by phone or email, the report found.
“Up to now, it’s clear community initiatives and social media platforms have not succeeded in connecting people with their neighbourhoods: Less than 8 per cent of our respondents are connected with their neighbours on Facebook, for instance,” Rigby said.
Nabo has set a target of reaching a million users by the end of 2015, and to have 60 councils and 6000 local community groups and local authorities partnering with the site.
“We are working with local councils to enable them to use the platform to communicate with their constituents and we currently have some in Brisbane and Sydney piloting the program before we launch nationally,” Rigby said.
Much like its social media forebears, the Nabo site has not launched with a revenue model initially, raising questions around what its long-term commercial plans are.
Rigby told CMO Nabo has chosen to focus first on building its profile with local communities and residents.
“Following this, different commercial models will be investigated to determine which is the most appropriate for the site and enriching for the user,” he said. “It is likely the model will revolve around helping local businesses communicate with local customers.”
The company, which officially launched on 1 December, has modelled itself on a similar business in the US called Nextdoor.com, which was founded in 2010 and counts a number of Silicon Valley investors as backers, including Benchmark Capital, Shasta Ventures and Greylock Partners.
The US site is now operating across 45,000 neighbourhoods, or roughly one in four American communities, with at least 10 active users. It also has yet to introduce a commercial revenue model.
In a statement, Nabo said the US social network was recently credited by one US town for triggering a double-digit decrease in local crime.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
