CSN Conference - Jeremiah Owyang

Summary: The Future of the Social Web Jeremiah Owyang Senior Analyst Forrester Research May, 2009

Power continues to shift to communities over brands –ultimately resulting in communities becoming institutions

Creators
Publish a blog.
Publish your own Web pages.
Upload a video you’ve created.
Upload audio or music you’ve created.
Post articles or stories you’ve written.
I blog because I have something important to share.

Critics I either love something or I hate it — there’s no gray area.
Post ratings or reviews.
Comment on someone else’s blog.
Contribute to online forums.
Contribute to or edit articles in a wiki.

Collectors I’m a technology and organization nut — everything has a place, and everything is in its place.
Use RSS feeds.
Add “tags” to Web pages or photos.
“ Vote” for Web sites online.

Joiners My friends are the most important part of my life.
Maintain a profile on a social networking site.
Visit social networking sites.

Spectators All of this new content is a great way to indulge my passion in golf.
Read blogs.
Watch video from other users.
Listen to podcasts.
Read online forums.
Read customer ratings and reviews.

Inactives
Don’t use any social technologies
64% have broadband
51% are technology optimists
My real life is already too full to pursue an online life.

Age is a major driver of adoption Source: European Technographics® Benchmark Survey, Q2 2008 Percent of each age group in each Social Technographics ® category Base: European online consumers 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+ Creators 32% 17% 10% 8% 7% 6% Critics 36% 25% 16% 13% 10% 7% Collectors 11% 9% 5% 4% 4% 3% Joiners 38% 28% 14% 9% 6% 4% Spectators 68% 60% 49% 40% 35% 31% Inactives 22% 31% 31% 55% 60% 65%

European consumer participation is soaring Base: European online consumers Source: European Technographics® Benchmark Survey, Q2 2008

Netherlands, Sweden, and UK have the most joiners Base: European online consumers Source: European Technographics® Benchmark Survey, Q2 2008

The Dutch are the keenest Creators Creators as a percentage of online adults

Recent Highlights of the Social Web State of The Blogosphere, March 2005, Part 1 Yahoo acquires Flickr, Mar 05 2004 2005 2006 2007 2008 Facebook’s F8 launches, May 07 Mzinga acquires Prospero, Mar 08 Demand buys Pluck $75M, Apr 08 OpenSocial launches, Oct 07 Telligent funded $20m, Sept 08 Microsoft’s Channel 9 Launches, Mar 04 Twitter grows at SXSW $1.65 Billion in Stock.YouTubeAcquisition Oct 06 Tim O’Reilly defines Web 2.0, Aug 05 Social Web  Pokes, Throwing Sheep

Mission: Interview the top minds at the top social companies
Interviews of the top minds in social media at the top social media companies:
Appirio
Cisco Eos
Dell
Facebook
Federated Media Publishing
Flock
Gigya
Google
IBM
Intel
KickApps
LinkedIn
Meebo
Microsoft
MySpace
OpenID Foundation
Plaxo
Pluck
Razorfish
ReadWriteWeb
salesforce.com
Six Apart
Twitter

The Five Eras of the Social Web Note: These eras are not sequential, but overlapping Era of Relationships People connect and share Era of Social Functionality Social networks become OS Era of Social Colonization Everyone has an entourage Era of Social Context Content where I want it, when I want it Era of Social Commerce Communities define products

Timing of the five overlapping eras 2006 2013 Era of social relationships Era of social functionality Era of social colonization 2007 Era of social context Era of social commerce 2008 2012 2011 2009 2010 Start: 1995 Maturity: 2003 to 2007 Start: 2010 Maturity: 2012 Start: 20 1 1 Maturity: 2013 Start: 2009 Maturity: 20 1 1 Start: 2007 Maturity: 2010 to 2012 2014 Note: These eras are not sequential but overlapping

Selling To Your Executives
First, understand the difference between leadership and evangelism. You’ll need both, but know when to use which.
Start internally, demonstrate value through internal tools.
Focus on business impacts, use the “C” word frequently. Don’t focus on tools or technologies
Create a competitive matrix demonstrating what others are doing.
Develop a risk plan: List out all the potential risks, the probability of them occurring, them an appropriate response.
Engage legal early and often, they are an ally and threat.
Find an executive champion (they say the “C” word a lot) and get them to evangelize to the other executives.
Finally, use data, demonstrate how social adoption is a growing trend and that it cannot be ignored.

Recommendations
Relationships: Join the conversation where it exists; Fish where the fish are.
Functionality: Shatter your corporate website, let it spread to the community.
Colonization: Focus on advocates, and aggregate the conversation.
Context: Increase your content and advertising inventory.
Commerce. Integrate community in all steps of your product workflow

Thank You
Jeremiah Owyang
Senior Analyst
Social Computing for the Interactive Marketer
Forrester Research
Email: [email_address]
Blog: web-strategist.com/blog
Twitter: @jowyang

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CSN Conference - Jeremiah Owyang

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