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Social Media Revolution And Evolution


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

Published in Business
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  • Define how open well.


  • 1. Social Media Revolution And Evolution
    Charlene Li
    Altimeter Group
    April 27, 2011
    Twitter: @charleneli
  • 2. 2
  • 3. How time flies
  • 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
    What would happen if every employee could learn from customers?
  • 16. How DellOutlet drives sales with Dialog
  • 17. Support can be strategic
  • 18. 12
    Starbucks involved 50 People
    to drive Innovation
    © 2011 Altimeter Group
  • 19. Actio: Create a Culture of Sharing
  • 20. Present: Rethinking Leadership
    © 2010 Altimeter Group
  • 21. How to give up CONTROL
    But still be in
    © 2011 Altimeter Group
  • 22. Open Leadership
    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
  • 24. Transparency as an imperative
  • 25. How Best Buy created Open Leaders
    © 2011 Altimeter Group
  • 26. 20
    © 2011 Altimeter Group
  • 27. 21
    © 2011 Altimeter Group
  • 28. 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
    © 2010 Altimeter Group
  • 30. No relationships are perfect
    Google’s mantra:“Fail fast, fail smart”
    Action: Prepare for Failure
    © 2011 Altimeter Group
  • 31. 25
    © 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)
    Understand the supply, demand, and thus, value of Likes as social currency
    See for Rohit’s take
  • 37. Likenomics evaluation
    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
    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
  • 41. Big Data evaluation
    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
    Social design can enter training, collaboration, support, hiring
  • 44. Gamification evaluation
    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
    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
  • 48. Action: Ask the Right Questionsabout Value
    “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
    Twitter: charleneli
    For slides, send an email to
    For more information & to buy the book
    © 2011 Altimeter Group