At 222do, we believe that the information people share on Lists reveals as much about their tastes, desires, and intentions—to do, to try, to buy—as might be interpreted through complex data analysis.

We also believe that information about people’s future-looking intent is potentially more valuable to effective targeting and selling than assumptions made about past patterns or behavior.

As we watch social platforms like Facebook, the Open Social alliance and others integrate information about online purchase behavior into the social grid, we see validation that this information—and the action stemming from it—is of great value.

If you think of social networks as the new shopping mall, and Lists as the conversation between friends or family members as they push their cart through the door of their favorite retailer, then perhaps you can foresee the power and potential of 222do.

http://www.facebook.com/apps/application.php?id=4079843427

We deliver highly accurate and virally influential content to online merchants within social enviornments. This content can be managed and activated in a number of ways, each with revenue opportunities to 222do. 

"Lists," our first application, allows people to create, share and publish lists declaring intent to buy, do, document or otherwise act on information or goals that are important to them.

This information can be aggregated and mined for predictive analysis, and can be activated for specific promotion and purchase activity.

Wherever 222do replaces or enhances existing online demand generation or advertising functions such as adwords, direct email, banners and so forth, we create a revenue opportunity.

We also create revenue opportunities in the serving, targeting and activation of specific transactional data.

Timing

Critical mass

Aggregation of data within social environments

Partnerships (under negotiation)  

Ellen Leanse, Founder and CEO, has built her career on creating loyalty for technology, consumer and membership enterprises.

During her ten years at Apple, Ellen championed product localization in Apple’s global markets, and—as Apple’s first User Evangelist—pioneered the company’s outreach to customer, enthusiast, and consultant communities. Her work since then has helped technology and consumer companies including Oracle, MCI, Samsung, HP and a range of venture-backed startups mobilize their best customers as advocates, viral marketers, and ambassadors of brand value.  Constantly innovating to build customer loyalty and retention, she has guided numerous membership organizations, including user associations and social networks, in setting and achieving objectives for growth.

Ellen has balanced her work in high tech with Board roles for organizations supporting education and childrens’ mental health, through hands-on work with entrepreneurs in East Africa, and in competitive rowing. She was featured in an Inc. Magazine cover story on successful multitasking entrepreneurs.

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Sajjad Jaffer, Founder, has led marketing and business development success in software and consulting.

Sajjad has held product management and business development roles across a range of leading technology companies. He started in the Office Marketing team at Microsoft followed by stints in the internet infrastructure space at Akamai Technologies and in enterprise apps at Trilogy Software. Most recently, Sajjad was Head of Marketing for Infosys Technologies, the inspiration for Tom Friedman’s best seller “The World is Flat.”

Sajjad has presented at SD Forum, The Wharton School, and The Electronics Supply Chain Association on topics ranging from The Future of Search and Web 2.0 to transforming High Tech companies in a Flat World. Sajjad holds an MBA from The Wharton School and a BA in Computer Science, Government and Economics from Bowdoin College.

• Sajjad Jaffer December 11, 2007

  Dear Friends
  
  Thanks to your overwhelming support, we were selected as the tiniest innovator to present at the SD Forum "Business of New Media Conference" We were fortunate to share the stage with larger and in some cases, well funded startups and leaders from the Venture Capital community.
  
  Slides from our 5 minute pitch can be viewed online at:
  http://socialpoweradvisors.com/slides/
  
  We'll keep you posted as we make further inroads on Lists by 222do!
  
  
• martin munyagia December 01, 2007

  The 222do Lists are fun and you can organise events with people miles away.
  thanks
  Martin
• Olga Grigoryeva November 30, 2007

  222do rocks! :) It has been a lot of fun testing out the lists app!
• Ellen Leanse November 30, 2007

  Want to direct anyone interested to the app page on Facebook:
  
  http://www.facebook.com/apps/application.php?id=407984 3427
  
  People are building amazing Lists. We're loving the content, the creativity and all we're learning from watching our user community grow.
  
  
• Linda Eskin November 30, 2007

  I am "just a regular user" (and a UX pro / interaction designer). I'm very impressed with the app, and even more so with Ellen and 222do. Ellen has been very responsive to user input, and continues to improve the product. This is one of the few apps that make Facebook really useful (while also making it more fun).
  
  Thanks for the great app, 222do, and good luck in the competition!
• Sajjad Jaffer November 28, 2007

  David's point regarding the risks of building a business solely around the Facebook API's is spot on.
  
  At 222do, we see the Facebook API and its social graph as a starting point rather than the end-game. Our macro goal is based on porting our service across multiple social networking plaforms while holding the keys to mission critical user data.
• David Saad November 28, 2007

  John Shinal's comment below is right on the money. Putting it differently, Facebook's API is a double-edged sword as far as I am concerned.
  
  Having said that, you can't but admire Ellen's enthusiasm.
• Ellen Leanse November 28, 2007

  Hey, everyone--we're really looking forward to talking with the Newsroom team at Vator.TV tomorrow. Thanks for all of the support and good feedback...especially from those of you who have used Lists. We'll keep you posted on how things go on Friday. Cheers and much appreciation 'til then...Ellen & Sajjad