The Future Of Social Networks<br />Charlene Li<br />Altimeter Group<br />January 12, 2010<br />1<br />San Francisco AMA<br />
2<br />Agenda<br />How to think about the future<br />What you should do about it<br />
Social networks will be like air. <br />
Universal sign-in<br />5<br />
6<br />Facebook Connect extends<br />See what friends read/comment on<br />
Import friends into the experience<br />7<br />
Social moves into enterprise apps<br />Salesforce Chatter<br />LinkedIn in Lotus Notes<br />8<br />
Share updates back and forth<br />9<br />
Social on TV and television sets<br />10<br />Conversation around news events<br />Verizon FiOS integrates Facebook & Twit...
Mobile making in-roads<br />11<br />And sends an ad<br />Foursquare “gestures” to friends<br />Gowalla gestures to everyon...
Using social context to create relevance<br />12<br />Place<br />Data<br />Ideas<br />Items<br />Location & Objects<br />A...
13<br />
Socialgraphics<br />14<br />Demographic<br />Geographic<br />Psychographic<br />Behavioral<br />Socialgraphics<br />
Engagement Pyramid<br />15<br />
16<br />There’s now a culture of sharing<br />
Define Goals by Objective<br />17<br />
How To Prepare<br />
#1 Focus on relationships, not technologies<br />What kind of relationship do you want?<br />Transactional<br />Occasional...
Obama redefined political campaigns<br />20<br />
#2 Measure the right things<br />Your goals determine your metrics<br />Use the same metrics as your strategic goals<br />
Example “micro” metrics<br />
Measuring lifetime value in a new way<br />23<br /><ul><li> Percent that refer
 Size of their networks
 Percent of referred people who purchase
 Value of purchases</li></ul>+ Value of purchases<br />- Cost of acquisition<br />+ Value of new customers from referrals<...
 Frequency and value of the support</li></li></ul><li>#3 Create new workflows<br />Social technologies will disrupt tradit...
Social pressures traditional orgs<br />
26<br />Ties these comments back to customers<br />
27<br />#4 Be Ready To Give Up Control<br />
Openness requires accountability<br />The Sandbox Covenant<br />28<br />
The Red Cross handbook/policies help keep order<br />http://sites.google.com/site/wharman/social-media-strategy-handbook<b...
#5 Fail fast, fail smart<br />30<br />Identify the top 5-10 worst case scenarios.<br />Develop mitigation and contingency ...
Wal-mart failed many, many times<br />31<br />
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The Future Of Social Networks

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Presentation at SFAMA, January 12, 2010. Includes new concepts of social context providing relevancy, how to measure social technology benefit using lifetime value.

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  • Great Job!
    Check out Taggle Up!-Coming Soon
    www.taggleup.com
    meet.share.tag.-Social Networking with a Twist
    youtube-taggleup
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  • people like to do same thing in social networking site (virtual world) what they were doing in real world. If look at the evolution of social site and features it is quite evident. Normally people’s have their own group they hang out they look at hoarding and walls for information and to put advertisement.
    http://java-pallab.blogspot.com/2011/08/my-wall-is-my-hoarding.html
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  • I love the 'Fail fast, fail smart' slide. I completely agree with that
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  • nice to pursue this conversation :)
    Dell has probably one of the success stories of sales generated through social networks: http://mashable.com/2009/12/08/dell-twitter-sales/.
    Effectively you don't spend your time talking about brand on facebook. But if you are happy of a product you can recommand it and inversely you can condamn it online and share permanently your experience. And even if it is not applicable to all products and brand, it is for many ones. As an example, consider films. If you like or hate a film you will probably share it online and you will have an influence on your friend on going to see it or not (example: http://mashable.com/2009/08/24/twitter-inglourious-basterds/). Then many customers are looking for online opinions or reading commentaries on products before purchasing it or to make a choice between different products.
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  • 'online conversation about its products', 'links with its customers': nice concepts in theory, great Ph.D topics, but extremely scarce in real life. Bear in mind: social networks are flooded with sales offers, not purchase interests. When I 'hang around' with my friends in Facebook, we don't talk about products. Of course, there are business-minded social networks, alas flooded with sellers instead of buyers. My comments stem from many years of social networking: not a single sales lead was generated through it
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  • The more you fill in, the more context to your customers.
  • 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.
  • The Future Of Social Networks

    1. 1. The Future Of Social Networks<br />Charlene Li<br />Altimeter Group<br />January 12, 2010<br />1<br />San Francisco AMA<br />
    2. 2. 2<br />Agenda<br />How to think about the future<br />What you should do about it<br />
    3. 3.
    4. 4. Social networks will be like air. <br />
    5. 5. Universal sign-in<br />5<br />
    6. 6. 6<br />Facebook Connect extends<br />See what friends read/comment on<br />
    7. 7. Import friends into the experience<br />7<br />
    8. 8. Social moves into enterprise apps<br />Salesforce Chatter<br />LinkedIn in Lotus Notes<br />8<br />
    9. 9. Share updates back and forth<br />9<br />
    10. 10. Social on TV and television sets<br />10<br />Conversation around news events<br />Verizon FiOS integrates Facebook & Twitter<br />
    11. 11. Mobile making in-roads<br />11<br />And sends an ad<br />Foursquare “gestures” to friends<br />Gowalla gestures to everyone<br />
    12. 12. Using social context to create relevance<br />12<br />Place<br />Data<br />Ideas<br />Items<br />Location & Objects<br />Asynchronous<br />Real-time<br />Intention<br />Time<br />Facebook<br />OpenSocial<br />People<br />
    13. 13. 13<br />
    14. 14. Socialgraphics<br />14<br />Demographic<br />Geographic<br />Psychographic<br />Behavioral<br />Socialgraphics<br />
    15. 15. Engagement Pyramid<br />15<br />
    16. 16. 16<br />There’s now a culture of sharing<br />
    17. 17. Define Goals by Objective<br />17<br />
    18. 18. How To Prepare<br />
    19. 19. #1 Focus on relationships, not technologies<br />What kind of relationship do you want?<br />Transactional<br />Occasional<br />Impersonal<br />Short-term<br />Passionate<br />Constant<br />Intimate<br />Loyal<br />
    20. 20. Obama redefined political campaigns<br />20<br />
    21. 21. #2 Measure the right things<br />Your goals determine your metrics<br />Use the same metrics as your strategic goals<br />
    22. 22. Example “micro” metrics<br />
    23. 23. Measuring lifetime value in a new way<br />23<br /><ul><li> Percent that refer
    24. 24. Size of their networks
    25. 25. Percent of referred people who purchase
    26. 26. Value of purchases</li></ul>+ Value of purchases<br />- Cost of acquisition<br />+ Value of new customers from referrals<br />+ Value of insights<br />+ Value of support<br />+ Value of ideas<br />= Customer lifetime value<br /><ul><li> Percent that provide support
    27. 27. Frequency and value of the support</li></li></ul><li>#3 Create new workflows<br />Social technologies will disrupt traditional organization structures<br />
    28. 28. Social pressures traditional orgs<br />
    29. 29. 26<br />Ties these comments back to customers<br />
    30. 30. 27<br />#4 Be Ready To Give Up Control<br />
    31. 31. Openness requires accountability<br />The Sandbox Covenant<br />28<br />
    32. 32. The Red Cross handbook/policies help keep order<br />http://sites.google.com/site/wharman/social-media-strategy-handbook<br />29<br />
    33. 33. #5 Fail fast, fail smart<br />30<br />Identify the top 5-10 worst case scenarios.<br />Develop mitigation and contingency plans.<br />Encourage risk taking and forgive failures.<br />
    34. 34. Wal-mart failed many, many times<br />31<br />
    35. 35. Buyer blog hit the right note<br />
    36. 36. 33<br />Summary<br />Social networks will be like air.<br />Use social context to create relevancy.<br />Be ready to give up control – you have no choice.<br />
    37. 37. 34<br />34<br />Thank you<br />Charlene Li<br />charlene@altimetergroup.com<br />blog.altimetergroup.com<br />Twitter: charleneli<br />
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