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Social Media Revolution And Evolution

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Discussion about the journey of social media over the past 10 years, since I started covering it. A look at the past, present, and future of disruptive technology trends. …

Discussion about the journey of social media over the past 10 years, since I started covering it. A look at the past, present, and future of disruptive technology trends.

"Social Media Revolution and Evolution", presentation to Direct Marketing Association, Northern California Chapter, April 27, 2011

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  • Define how open well.
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    • 1. Social Media Revolution And Evolution
      Charlene Li
      Altimeter Group
      April 27, 2011
      Twitter: @charleneli
      Email: charlene@altimetergroup.com
      1
    • 2. 2
    • 3. How time flies
      3
    • Past: Coherent Strategies
      © 2010 Altimeter Group
    • 11. 5
      © 2011 Altimeter Group
    • 12. 6
      © 2011 Altimeter Group
    • 13. It’s about RELATIONSHIPS
      © 2011 Altimeter Group
    • 14. 8
      Four goals define your SocialStrategy
    • 15. Allow all employees to Learn
      9
      What would happen if every employee could learn from customers?
    • 16. How DellOutlet drives sales with Dialog
      10
    • 17. Support can be strategic
      11
    • 18. 12
      Starbucks involved 50 People
      to drive Innovation
      © 2011 Altimeter Group
    • 19. Actio: Create a Culture of Sharing
      13
    • 20. Present: Rethinking Leadership
      © 2010 Altimeter Group
    • 21. How to give up CONTROL
      But still be in
      COMMAND
      © 2011 Altimeter Group
    • 22. Open Leadership
      16
      Having the confidence and humility to give up the need to be in control,
      while inspiring commitment from people to accomplish goals
      © 2011 Altimeter Group
    • 23. Traits of Open Leaders
      17
      Authenticity
      Transparency
    • 24. Transparency as an imperative
      18
    • 25. How Best Buy created Open Leaders
      19
      © 2011 Altimeter Group
    • 26. 20
      © 2011 Altimeter Group
    • 27. 21
      © 2011 Altimeter Group
    • 28. Salesforce.com redefines leaders
      Designated the top 25 users as “Chatterati” and invited to leadership offsite
      © 2010 Altimeter Group
    • 29. “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
      © 2010 Altimeter Group
    • 30. No relationships are perfect
      Google’s mantra:“Fail fast, fail smart”
      Action: Prepare for Failure
      24
      © 2011 Altimeter Group
    • 31. 25
      Create
      Sandbox
      Covenants
      © 2011 Altimeter Group
    • 32. Future: Building Resilience
      © 2010 Altimeter Group
    • 33. 27
      Identify and prioritizing disruptions that matter
      User Experience
      • Is it easy for people to use?
      • 34. Does it enable people to connect in new ways?
      Business Model
      • Does it tap new revenue streams?
      • 35. Is it done at a lower cost?
      Ecosystem Value
      • Does it change the flow of value?
      • 36. Does it shift power from one player to another?
    • “How personal relationships, individual opinions, powerful storytelling and social capital are helping brands…become more believable.”
      1) Likenomics (credit to Rohit Bhargava)
      28
      Understand the supply, demand, and thus, value of Likes as social currency
      See http://bit.ly/rohit-likenomics for Rohit’s take
    • 37. Likenomics evaluation
      29
      User experience impact - moderate
      People with high social currency will enjoy benefits, richer experiences, receive psychic income.
      People with low social currency will find ways to get it.
      Business model impact – moderate
      New economics create opportunity for people who understand Likenomics to leverage gas.
      The cost of accessing social currency will increase, and raise barriers to entry.
      Ecosystem value impact – none
    • 38. 30
      2) Social Search – Beyond Friends to Interests
      Social sharing rises as a search ranking signal, esp in the enterprise
      Create a social content hub to gain traction
      Use microformats to highlight granularity (e.g. hProduct & hReview)
    • 39. Social Search evaluation
      31
      User experience impact - Moderate
      Search becomes more useful, relevant to people.
      Business model impact – Moderate
      SEO takes on a different dimension, rewards companies with social currency, personalized experiences.
      Ecosystem value impact – Moderate
      New power brokers are social data/profile players who capture activity data and profiles.
      Google has little of either.
    • 40. Social monitoring merges with Web analytics
      HOT: Omniture, Coremetrics/IBM, Webtrends
      Technology like Hadoop makes it easy for companies to tap “Big Data”
      E.g. New York Times making its archives public
      Twitter archived by Library of Congress
      Facebook Cassandra, Amazon Dynamo, Google BigTable
      Data visualization tools make it easy to digest
      Balancing privacy and personalization
      3) Big Data
      32
    • 41. Big Data evaluation
      33
      User experience impact - Low
      Most users won’t directly experience Big Data.
      Business model impact – High
      New businesses and initiatives can be started at very low cost.
      Ecosystem value impact – Moderate
      Owners of Big Data repositories can assert control, demand payments for access.
    • 42. 34
      4) Game-ification
    • 43. TurboTax used “games” to encourage sharing and support
      35
      Social design can enter training, collaboration, support, hiring
    • 44. Gamification evaluation
      36
      User experience impact – High
      Experiences get richer, more engaging
      Business model impact – Moderate
      Work gets done faster, cheaper.
      New organizational structures and cultures emerge.
      Ecosystem value impact – Low
      Service providers will remain focused, boutique firms.
    • 45. 37
      5) Curation
    • 46. Curation evaluation
      38
      User experience impact – Moderate
      User authority established from better curation, better content is organized well.
      Business model impact – Moderate
      Easier for businesses to create their content.
      Ecosystem value impact – Moderate
      Individuals challenge media and brands as authorities – and publishers that siphon off ad dollars.
    • 47. Summary of disruptions
      39
    • 48. Action: Ask the Right Questionsabout Value
      40
      “We tend to overvalue the things we can measure, and undervalue the things we cannot.”
      - John Hayes, CMO of American Express
      © 2011 Altimeter Group
    • 49. Charlene Li
      charlene@altimetergroup.com
      charleneli.com/blog
      Twitter: charleneli
      For slides, send an email to slides@altimetergroup.com
      For more information & to buy the book
      visit open-leadership.com
      © 2011 Altimeter Group