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Social Media Revolution And Evolution<br />Charlene Li<br />Altimeter Group<br />April 27, 2011<br />Twitter: @charleneli<...
2<br />
How time flies<br />3<br /><ul><li>Facebook Platform
May 2007
Facebook Connect
July 2008
Iphone App Store
July 2008
Nexus One Android
January 2010</li></li></ul><li>Past: Coherent Strategies<br />© 2010 Altimeter Group<br />
5<br />© 2011 Altimeter Group<br />
6<br />© 2011 Altimeter Group<br />
It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
8<br />Four goals define your SocialStrategy<br />
Allow all employees to Learn<br />9<br />What would happen if every employee could learn from customers?<br />
How DellOutlet drives sales with Dialog<br />10<br />
Support can be strategic<br />11<br />
12<br />Starbucks involved 50 People<br />to drive Innovation<br />© 2011 Altimeter Group<br />
Actio: Create a Culture of Sharing<br />13<br />
Present: Rethinking Leadership<br />© 2010 Altimeter Group<br />
How to give up CONTROL<br />But still be in<br />COMMAND<br />© 2011 Altimeter Group<br />
Open Leadership<br />16<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring...
Traits of Open Leaders<br />17<br />Authenticity<br />Transparency<br />
Transparency as an imperative<br />18<br />
How Best Buy created Open Leaders<br />19<br />© 2011 Altimeter Group<br />
20<br />© 2011 Altimeter Group<br />
21<br />© 2011 Altimeter Group<br />
Salesforce.com redefines leaders<br />Designated the top 25 users as “Chatterati” and invited to leadership offsite<br />©...
“You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowle...
No relationships are perfect<br />Google’s mantra:“Fail fast, fail smart”<br />Action: Prepare for Failure<br />24<br />© ...
25<br />Create <br />Sandbox <br />Covenants<br />© 2011 Altimeter Group<br />
Future: Building Resilience<br />© 2010 Altimeter Group<br />
27<br />Identify and prioritizing disruptions that matter<br />User Experience<br /><ul><li>Is it easy for people to use?
Does it enable people to connect in new ways?</li></ul>Business Model<br /><ul><li>Does it tap new revenue streams?
Is it done at a lower cost?</li></ul>Ecosystem Value<br /><ul><li>Does it change the flow of value?
Does it shift power from one player to another?</li></li></ul><li>“How personal relationships, individual opinions, powerf...
Likenomics evaluation<br />29<br />User experience impact - moderate<br />People with high social currency will enjoy bene...
30<br />2) Social Search – Beyond Friends to Interests<br />Social sharing rises as a search ranking signal, esp in the en...
Social Search evaluation<br />31<br />User experience impact - Moderate<br />Search becomes more useful, relevant to peopl...
Social monitoring merges with Web analytics<br />HOT: Omniture, Coremetrics/IBM, Webtrends<br />Technology like Hadoop mak...
Big Data evaluation<br />33<br />User experience impact - Low<br />Most users won’t directly experience Big Data.<br />Bus...
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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.

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

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  • Transcript of "Social Media Revolution And Evolution"

    1. 1. Social Media Revolution And Evolution<br />Charlene Li<br />Altimeter Group<br />April 27, 2011<br />Twitter: @charleneli<br />Email: charlene@altimetergroup.com<br />1<br />
    2. 2. 2<br />
    3. 3. How time flies<br />3<br /><ul><li>Facebook Platform
    4. 4. May 2007
    5. 5. Facebook Connect
    6. 6. July 2008
    7. 7. Iphone App Store
    8. 8. July 2008
    9. 9. Nexus One Android
    10. 10. January 2010</li></li></ul><li>Past: Coherent Strategies<br />© 2010 Altimeter Group<br />
    11. 11. 5<br />© 2011 Altimeter Group<br />
    12. 12. 6<br />© 2011 Altimeter Group<br />
    13. 13. It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
    14. 14. 8<br />Four goals define your SocialStrategy<br />
    15. 15. Allow all employees to Learn<br />9<br />What would happen if every employee could learn from customers?<br />
    16. 16. How DellOutlet drives sales with Dialog<br />10<br />
    17. 17. Support can be strategic<br />11<br />
    18. 18. 12<br />Starbucks involved 50 People<br />to drive Innovation<br />© 2011 Altimeter Group<br />
    19. 19. Actio: Create a Culture of Sharing<br />13<br />
    20. 20. Present: Rethinking Leadership<br />© 2010 Altimeter Group<br />
    21. 21. How to give up CONTROL<br />But still be in<br />COMMAND<br />© 2011 Altimeter Group<br />
    22. 22. Open Leadership<br />16<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring commitment from people to accomplish goals<br />© 2011 Altimeter Group<br />
    23. 23. Traits of Open Leaders<br />17<br />Authenticity<br />Transparency<br />
    24. 24. Transparency as an imperative<br />18<br />
    25. 25. How Best Buy created Open Leaders<br />19<br />© 2011 Altimeter Group<br />
    26. 26. 20<br />© 2011 Altimeter Group<br />
    27. 27. 21<br />© 2011 Altimeter Group<br />
    28. 28. Salesforce.com redefines leaders<br />Designated the top 25 users as “Chatterati” and invited to leadership offsite<br />© 2010 Altimeter Group<br />
    29. 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.”<br /> - Marc Benioff, CEO of Salesforce.com<br />© 2010 Altimeter Group<br />
    30. 30. No relationships are perfect<br />Google’s mantra:“Fail fast, fail smart”<br />Action: Prepare for Failure<br />24<br />© 2011 Altimeter Group<br />
    31. 31. 25<br />Create <br />Sandbox <br />Covenants<br />© 2011 Altimeter Group<br />
    32. 32. Future: Building Resilience<br />© 2010 Altimeter Group<br />
    33. 33. 27<br />Identify and prioritizing disruptions that matter<br />User Experience<br /><ul><li>Is it easy for people to use?
    34. 34. Does it enable people to connect in new ways?</li></ul>Business Model<br /><ul><li>Does it tap new revenue streams?
    35. 35. Is it done at a lower cost?</li></ul>Ecosystem Value<br /><ul><li>Does it change the flow of value?
    36. 36. Does it shift power from one player to another?</li></li></ul><li>“How personal relationships, individual opinions, powerful storytelling and social capital are helping brands…become more believable.”<br />1) Likenomics (credit to Rohit Bhargava)<br />28<br />Understand the supply, demand, and thus, value of Likes as social currency<br />See http://bit.ly/rohit-likenomics for Rohit’s take<br />
    37. 37. Likenomics evaluation<br />29<br />User experience impact - moderate<br />People with high social currency will enjoy benefits, richer experiences, receive psychic income.<br />People with low social currency will find ways to get it.<br />Business model impact – moderate<br />New economics create opportunity for people who understand Likenomics to leverage gas.<br />The cost of accessing social currency will increase, and raise barriers to entry.<br />Ecosystem value impact – none<br />
    38. 38. 30<br />2) Social Search – Beyond Friends to Interests<br />Social sharing rises as a search ranking signal, esp in the enterprise<br />Create a social content hub to gain traction<br />Use microformats to highlight granularity (e.g. hProduct & hReview)<br />
    39. 39. Social Search evaluation<br />31<br />User experience impact - Moderate<br />Search becomes more useful, relevant to people.<br />Business model impact – Moderate<br />SEO takes on a different dimension, rewards companies with social currency, personalized experiences.<br />Ecosystem value impact – Moderate<br />New power brokers are social data/profile players who capture activity data and profiles.<br />Google has little of either.<br />
    40. 40. Social monitoring merges with Web analytics<br />HOT: Omniture, Coremetrics/IBM, Webtrends<br />Technology like Hadoop makes it easy for companies to tap “Big Data”<br />E.g. New York Times making its archives public<br />Twitter archived by Library of Congress<br />Facebook Cassandra, Amazon Dynamo, Google BigTable<br />Data visualization tools make it easy to digest<br />Balancing privacy and personalization<br />3) Big Data<br />32<br />
    41. 41. Big Data evaluation<br />33<br />User experience impact - Low<br />Most users won’t directly experience Big Data.<br />Business model impact – High<br />New businesses and initiatives can be started at very low cost.<br />Ecosystem value impact – Moderate<br />Owners of Big Data repositories can assert control, demand payments for access.<br />
    42. 42. 34<br />4) Game-ification<br />
    43. 43. TurboTax used “games” to encourage sharing and support<br />35<br />Social design can enter training, collaboration, support, hiring<br />
    44. 44. Gamification evaluation<br />36<br />User experience impact – High<br />Experiences get richer, more engaging<br />Business model impact – Moderate<br />Work gets done faster, cheaper.<br />New organizational structures and cultures emerge.<br />Ecosystem value impact – Low<br />Service providers will remain focused, boutique firms.<br />
    45. 45. 37<br />5) Curation<br />
    46. 46. Curation evaluation<br />38<br />User experience impact – Moderate<br />User authority established from better curation, better content is organized well.<br />Business model impact – Moderate<br />Easier for businesses to create their content.<br />Ecosystem value impact – Moderate<br />Individuals challenge media and brands as authorities – and publishers that siphon off ad dollars.<br />
    47. 47. Summary of disruptions<br />39<br />
    48. 48. Action: Ask the Right Questionsabout Value<br />40<br />“We tend to overvalue the things we can measure, and undervalue the things we cannot.” <br /> - John Hayes, CMO of American Express<br />© 2011 Altimeter Group<br />
    49. 49. Charlene Li<br />charlene@altimetergroup.com<br />charleneli.com/blog<br />Twitter: charleneli<br />For slides, send an email to slides@altimetergroup.com<br />For more information & to buy the book<br />visit open-leadership.com<br />© 2011 Altimeter Group<br />
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