1   Preparing For The Future   Of Social MediaSFAMAFebruary 8, 2012Charlene LiFounder and Partner
2       How Time Flies         iPhone                      Facebook                  Nexus One                    Facebook...
3       Social media is a daily habit for most                         Frequency of visits to Facebook                    ...
4       Boom and bust cycle keeps repeating                                Number of US venture capital deals             ...
What the Future Will Bring© 2012 Altimeter Group
Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309       ...
It’s about RELATIONSHIPS© 2012 Altimeter Group  2011
8       #1 Consumers will reward transparent       companies with their loyalty© 2012 Altimeter Group
9© 2012 Altimeter Group
10       Is your company ready to be authentic       and transparent?             Opportunity: Build trust with every day ...
11       #2 People want to be known                         25-55 years old, married, kids, working,                      ...
12       Ways you can know me                         I walk into my local grocery store© 2012 Altimeter Group
13       The store knows it’s me               • Social check-ins (Four Square, Yelp, Facebook Places)               • Nea...
14       I get coupons to use right away© 2012 Altimeter Group
15       And connect my phone to in-store GPS       shopping cart© 2012 Altimeter Group
16       Mobile is a tool, not a strategy       From “Make An App For That: Mobile Strategies For Retailers, Feb 2012     ...
17       #3 Connected employees will create a       culture of sharing                    Opportunity: Meet the groundswel...
Enterprise social networks use relationships to       create a social business                                            ...
19       Leaderships means having followers                         “Leadership is a relationship between those who       ...
Redefine what it means to be a leader© 2012 Altimeter Group  2010
“You can imagine the Chatterati creating as                         much value as an SVP in the organization by           ...
Creating Coherent Plans© 2012 Altimeter Group
23       The Takeaway – it’s time to get serious           Strategy                         Discipline                    ...
24       Define Your Strategy With Goals                                  Dialog                         Learn   Support  ...
25       Strategy Project And Deliverables                                                             3.                 ...
26       What kind of relationship do you want?                         Transactional     Loyal                          O...
Be disciplined about addressing your                              27       Hierarchy of Needs                             ...
Most companies still don’t do this                                                                                        ...
29       Creating capabilities is a priority…       But most organizations will spend less than            $25,000 on soci...
3       Offer training at all levels of the organization                                       Center of                  ...
31      Make sure you use the right metrics                         The Social Media Measurement Compass© 2012 Altimeter G...
Key capability:       The ability to   give up the need to       be in control© 2012 Altimeter Group  2011
Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309       ...
THANK YOU                         Charlene Li                         charlene@altimetergroup.com                         ...
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Preparing For The Future Of Social Media

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  • Preparing For The Future Of Social MediaThe hotly anticipated Facebook IPO marks a watershed moment for social media -- no longer the bright shiny objective, it's time to stop dabbling and get serious. Yet most organizations look at social media as a check list -- got a presence on Facebook, Twitter, YouTube, Google+ and LinkedIn? Check it off the list. But unbeknownst to these leaders, much of the hard work still lies ahead. Charlene Li share what the future of social media looks like from our perch here in 2012 -- and what we need to do today to get ready. We'll discuss the detailed process of how to create a robust social business strategy that is holistic and integrated, as well as the core capabilities your organization must have in 2012 to be competitive.
  • Where we have come from, timeline of how quickly things change.
  • Social and especially Facebook is dominant
  • How much do you really know about me? If we are going to be in a relationship, then I expect that you’ve taken the time to get to know me before we even meet. Trust becomes a significant issue. Relationship between privacy and permission
  • Have a plan for everyday triage – as well as the crisis.
  • Preparing For The Future Of Social Media

    1. 1. 1 Preparing For The Future Of Social MediaSFAMAFebruary 8, 2012Charlene LiFounder and Partner
    2. 2. 2 How Time Flies iPhone Facebook Nexus One Facebook Debut Connect Android Debut Timeline Jan 2007 July 2008 January 2010 Sept 2011 Facebook iPhone App iPad Debut Platform Store April 2010 May 2007 July 2008© 2012 Altimeter Group
    3. 3. 3 Social media is a daily habit for most Frequency of visits to Facebook Visit at least daily Visit less than daily Source: Facebook From S-1 Registration Statement© 2012 Altimeter Group
    4. 4. 4 Boom and bust cycle keeps repeating Number of US venture capital deals 1995Q1-2011Q3 2500 2000 1500 Google IPO Facebook IPO Netscape IPO 1000 500 0 Source: PricewaterhouseCoopers MoneyTree Report© 2012 Altimeter Group
    5. 5. What the Future Will Bring© 2012 Altimeter Group
    6. 6. Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309 Social Media Will Be Like Air© 2012 Altimeter Group
    7. 7. It’s about RELATIONSHIPS© 2012 Altimeter Group 2011
    8. 8. 8 #1 Consumers will reward transparent companies with their loyalty© 2012 Altimeter Group
    9. 9. 9© 2012 Altimeter Group
    10. 10. 10 Is your company ready to be authentic and transparent? Opportunity: Build trust with every day transparency© 2012 Altimeter Group
    11. 11. 11 #2 People want to be known 25-55 years old, married, kids, working, graduate degree, travels a lot© 2012 Altimeter Group
    12. 12. 12 Ways you can know me I walk into my local grocery store© 2012 Altimeter Group
    13. 13. 13 The store knows it’s me • Social check-ins (Four Square, Yelp, Facebook Places) • Near Field Communications© 2012 Altimeter Group
    14. 14. 14 I get coupons to use right away© 2012 Altimeter Group
    15. 15. 15 And connect my phone to in-store GPS shopping cart© 2012 Altimeter Group
    16. 16. 16 Mobile is a tool, not a strategy From “Make An App For That: Mobile Strategies For Retailers, Feb 2012 Opportunity: Use data from trusted relationships to build unique experiences© 2012 Altimeter Group
    17. 17. 17 #3 Connected employees will create a culture of sharing Opportunity: Meet the groundswell of customers with your own groundswell of employees© 2012 Altimeter Group
    18. 18. Enterprise social networks use relationships to create a social business Transformation • C-suite led Optimization • Predictive • Department led • Proactive Collaboration • Centrally managed • Reactive Connection • Decentralized • Ad-hoc© 2012 Altimeter Group
    19. 19. 19 Leaderships means having followers “Leadership is a relationship between those who aspire to lead and those who choose to follow.” - From “The Leadership Challenge”© 2012 Altimeter Group
    20. 20. Redefine what it means to be a leader© 2012 Altimeter Group 2010
    21. 21. “You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowledge and expertise - and we should look at compensation structures with that in mind.” - Marc Benioff, CEO of Salesforce.com© 2012 Altimeter Group 2010
    22. 22. Creating Coherent Plans© 2012 Altimeter Group
    23. 23. 23 The Takeaway – it’s time to get serious Strategy Discipline Capabilities© 2012 Altimeter Group
    24. 24. 24 Define Your Strategy With Goals Dialog Learn Support Innovate© 2012 Altimeter Group
    25. 25. 25 Strategy Project And Deliverables 3. 1. 2. Strategy Organizational Discovery Development Development A. Establish A. Strategic Vision A. Social Readiness Business Objectives Statement Roadmap and Metrics B. B. Opportunity B. Initiative Monitoring/Analytics Analysis Development Roadmap C. Customer C. Strategy C. Executive Segment Analysis Roadmap Education© 2012 Altimeter Group
    26. 26. 26 What kind of relationship do you want? Transactional Loyal Occasional Constant Impersonal Authentic Short-Term Long-Term© 2012 Altimeter Group
    27. 27. Be disciplined about addressing your 27 Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation© 2012 Altimeter Group
    28. 28. Most companies still don’t do this 28 Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Do you want Assess the Evaluate the Does customer to respond? message purpose need/deserve more info? No Yes Unhappy Yes Are the facts No Gently correct the Response Customer? correct? facts No Yes Can you No Dedicated Yes Are the facts No add value? Complainer? correct? No Yes Explain what is Respond in Thank the Comedian Is the Yes being done to kind & share person Want-to-Be? problem correct the issue. being fixed? No Adapted from US Air Force Comment Policy Yes Let post stand and monitor.© 2012 Altimeter Group 2011
    29. 29. 29 Creating capabilities is a priority… But most organizations will spend less than $25,000 on social media training© 2012 Altimeter Group
    30. 30. 3 Offer training at all levels of the organization Center of Executives Excellence Business Employees Units 2012© 2011 Altimeter Group
    31. 31. 31 Make sure you use the right metrics The Social Media Measurement Compass© 2012 Altimeter Group
    32. 32. Key capability: The ability to give up the need to be in control© 2012 Altimeter Group 2011
    33. 33. Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309 Social Media Will Be Like Air© 2012 Altimeter Group
    34. 34. THANK YOU Charlene Li charlene@altimetergroup.com charleneli.com Twitter: charleneli For slides, email slides@altimetergroup.com© 2012 Altimeter Group
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