The Role Of Social Technologies In Search And How It Will Impact Your Organization Social technologies are transforming the way that people use the Web, and with it, the way that companies engage with their customers and employees. Search is certainly being affected by the increasingly social nature of online activities. Impacting the socialization of search are the factoring in of the social graph and social activities into search results. Also, online people increasingly turn to their social networks when seeking information, recognizing that these people are likely to lead them to results. In this keynote, you will gain insights into how social technologies are transforming the way people search for and discover information and how you can prepare your organization and create business advantage with this shift.
I believe that social networks will be like air. I’m not talking about social networking SITES like Facebook or MySpace. I’m talking about the relationships that each one of us has to the people who are important in our lives. I imagine a future where those connections will be anywhere and everywhere when and where you need them. And that they will be essential to our lives, like air. And without it in sufficient supply, we will feel not quite whole. We will look back in 5 years and think, wasn’t it quaint that we had to GO someplace to be social. So I believe that social networks will be like air – everywhere, and essential to your life.
The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate? To help you think about this, I have a simple idea.
KMWorld 2009 Presentation: Role of Social Technologis In Search and the Organizational Impact
The Role Of Social Technologies In Search & How It Will Impact Your Organization Charlene Li Altimeter Group November 18, 2009 For slides, send an email to [email_address]
Reviews from people I know Source: Razorfish Note: This is a mock-up, not an actual product
New ways of targeting marketing Demographic Geographic Psychographic Behavioral Socialgraphic
Media6 identifies who is closest to you – your “network neighbor” “ Lisa” buys on NineWest.com Media6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved) 2 1 3 NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa
Create a culture of sharing Internal blogs Yammer (internal Twitter)
#3 Create new workflows Social technologies will disrupt traditional organization structures
Social pressures traditional orgs Task Strategy Changes Market research Learn <ul><li>Monitor conversations </li></ul><ul><li>All employees listen & learn </li></ul>Marketing/Sales Dialog <ul><li>Any employee can converse </li></ul><ul><li>Bridge the consideration gap </li></ul>Customer support Help <ul><li>Proactively seek out problems </li></ul><ul><li>Enable customers to help </li></ul>Product development Innovate <ul><li>Seek ideas from customers </li></ul><ul><li>Broaden employees involved </li></ul>
Summary <ul><li>Social networks will be like air. </li></ul><ul><li>Social will be integrated into all aspects of search, information, and organizations. </li></ul><ul><li>Be ready to give up control – you have no choice. </li></ul>