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    Matrix Challenges of the Social Technology-industry-july-2010-edition Matrix Challenges of the Social Technology-industry-july-2010-edition Document Transcript

    • Home About Speaking Research Media Contact To search, hit return @marks actually its Social Media Management Systems read here http://bit.ly/ebi2k1 @mortensax @heatherread @notifiedSWE #« Video: State of Social CRM Research and Webinar: Facebook Marketing Criteria for Success » About Jeremiah Owyang Matrix: Challenges of the Social Technology Industry, July 2010 SF, Silicon Valley Edition Industry Analyst Categories: Challenges, Social Media Posted on July 5th, 2010 Altimeter Group Client Disclosure Policy While the opportunities for social technologies to change the world, business, and our individual lives continue to unveil, it’s also key to focus in on the challenges that impact the industry.  For many folks who have decided to invest in social technologies to improve their careers and business, it’s even more important to pay attention to these challenges. First of all, have the right mindset. The savvy person will realize this isn’t a list of gripes, Categories Admin but instead an opportunity list.  Leaders at vendors, agencies, or brands will see these list Advertising of challenges of problems to fix and monetize.   If you’re in this space, you’ll want to send Advocacy this list to your product teams, or strategy teams so they can think about how to solve Aggregation many of these issues –or at a minimum, be prepared for it. Altimeter Analysis Matrix: Challenges of the Social Technology Industry, July 2010 Edition Analyst API Challenge Description Why it’s Painful How it will be Resolved Asia Expect social inbox Augmented Reality aggregators to filter signal Blogger Dinner like Facebook, Google, Book Review A compounding Bing, Salesforce, and Career problem. Finding the eventually social analytics Case Study With over 50mm needle is an incredible and then social insights tweets each day (more challenge as the vendors, We’ve mapped Challenges stats here), and more haystack continues to our a roadmap in our Social Citizen Journalism coming, there’s an grow.  As a result, CRM report, but expect CMAD 1. Noise excess of noise. individuals and companies like Crimson CMO overwhelms Expect this to increase companies will rely on Hexagon, Crowd Factory, Collaboration signal as the ‘Internet of analytics tools to derive to be the filter and Community Manager things’ and inanimate what’s important, conduit for advanced Community Marketing objectives emit meaning they have less listening and analytics.  On Conference signals. time digging in deeper the consumer side we can Content Management System as their viewpoint already see the Facebook becomes larger. news feed pruning the Content Management Systems most relevant information Culture from our average of 150 Curated Social Content contacts. Data Portability
    • Media, journalists, Data Storage The social web is like a photographers, Digest vuvuzela, everyone has videographers, and all New markets are being eCommerce one, blows it, resulting other IP or media based developed that meets the Economy in a pure buzzing industries are impacted needs of both the expert Email sound. Now, this as everyone is on the elite class as well as those means that non- Enterprise Web2. Amateurism game.  The challenge is, of the masses.  We’re experts are Ethicsthreatens with amateurs and seeing experts adopt commenting and Europeexpertise prosumers in, it’s these same tools of the asserting influence in Events created challenges.  For masses, for example, areas where only example see keynote nearly every online Extranet experts had voices. panel at SXSW debating newspaper has integrated Facebook Strategy  Andrew Keen has crowdsourced graphic social technologies. Fansumer explored this topic at design vs the elite FAQ great detail. professionals Feedback Those who use social First Take technologies like Research on trust, such Forbes ratings and reviews are as Edelman’s trust Forrester sapping power from In order to get back trust, barometer indicates Funding those that don’t. these institutions have to that people trust Future of Social Web  Furthermore, voices use the same tools as the3. Power shift others like them, in Generations from those with simple commons.  The challengeto participants almost every situation. tools like blogs, score is developing a significant Geo Tagging  As a result, institutions well in search engine shift in mindset and Global Web and organizations are results pages, a deployment. Groundswell being cut out as an common starting place Hitachi unneeded middleman. for information Hitachi Data Systems seeking. Identity In the end, consumers will Industry Index There are few other The technology is define which technologies Influence industries that move as innovating faster than are adopted and at what Information Architecture quickly as the social companies and rate.  To keep track of4. Fast moving space. A combination institutions can’t keep these trends, a Intelligent Webindustry of low barriers to entry up.  Furthermore, the combination of research Intention Webcreates of commodity list of choices is from analyst firms and Interactive Marketingconfusion technologies fused staggering, such as the vertical specific media Interview with injections from 145 brand monitoring sites like AdAge and News Intranet venture money there’s vendors and 125 blogs like Techcrunch, IPTV constant innovation. community platforms. Mashable, RWW will IT provide illumination. Job Survey Perspective is lost Legal Fast growth, consumer when we’ve over focus Decision makers should Live Video adoption and celebrity on the disruptions from focus on business needs Mashups adoption of these tools such simple and business goals before Matrix has lead to a media technologies.  If there’s succumbing to the latest Media 2.05. Risk of frenzy.  Yet this space excess hype, then headlines about Facebookoverhype can quickly get there will be a Microformat changes and look at the overhyped as small continued flood of MicroMedia long term aggregate view. changes in Facebook investor money spurring MicroMeme Use data to construct a features yields huge more cloned companies Middle East long term view. news coverage. –exasperating the Mmorpg situation. Mobile Time will slowly give MySpace experience to this budding Non Profit Finding the right talent Companies are ill- industry, it’s not On the move is a challenge. For equipped to take something that can be example, within the advantage of this fast rushed.  Yet professionals Open Leadership corporate space, moving pace.  As a should continue to tap Open Research6. Lack of companies have only result, while those with into education, blogs, OpenSocialqualified been adopting these experience and talent books and conferences to OperationBluewatertalent tools with great will quickly find an stay abreast.  This is an Other fanfare for a few years increase in salary, the opportunity for publishers, Personalization (Scoble, being one of demand for recruitment educators, conference Platform the starting block at will result in a lot of job creators, and existing Podcasts Microsoft in 2006-2007) hopping. experts.  See this list of Podtech those in these roles in corporate now. Politics Pollination All companies and professionals should PR measure their efforts Privacy based on business Process
    • While it’s easy to objectives.  In our latest Publication measure pokes, RTs and report on social analytics, Reading Sampler While engagement (the likes, they don’t tie we’ve categorized this Real Time interaction) of these back to true business into 4 major areas: Rich Media tools and technologies measurements or KPIs. learning, dialog, is high, it’s not an Ruminations7.  Companies want more supporting, and effective form of ScorecardMeasurement fans for their Facebook innovation.   Then, you measurement. Search Strategyelusive page but aren’t sure can work with brand  Secondly, while the Second Life why.  As a result, monitoring vendors, interaction is high, it’s efforts will spin focused insight vendors, and Security been difficult to tie on less meaningful eventually business Silicon Valley Sightings back to commerce. metrics without a clear intelligence software Site Updates impact to business. vendors.  Lastly, we’re Social Analytics hosting a conference on Social CMS social commerce to tackle Social Commerce many of these issues head Social Computing on. Social CRM Although foundations have While the cultural Social Gaming been setup to lead impacts have been Social Graph There are many OpenSocial, there are severe for many Social Inbox Aggregator vendors that are other vendors like Gigya companies, gluing constructing their own and Janrain are starting to Social Insights together ever-changing8. Disparate systems.  Each social provide technology that Social Media data sources createsData and network has their own can manage the multiple Social Media Job confusion.  As a result,Irregular API, and despite identity systems.  Expect Social Media Management Systems data will end up in silosStandards. efforts to bring new tools like Social Inbox that the CTO will have Social Media Measurement standards, the fast Aggregators to start to to glue together later, Social Media Services moving landscape fuse information into one as well as the ever Social Media Stats makes it difficult place, and eventually constant management Social Networking passing to Business of data formats. Social Strategist Intelligence systems. The biggest opportunity is Social Support for internal evangelists and Socialgraphics For nearly every As a result, companies change management teams storyboard institution, this has are struggling to get to lead the charge. Supply Chain Management caused an internal organized internally,  However they won’t do it Support cultures shift.  A few and formerly silo’d alone as analyst firms will Sustainable reasons: Power has groups (like Marketing provide education and shifted to the Syndication9. Culture and Support) must guidance and an participants and Technographicsshift creates come together to emergence of new types companies realize they Technologyan internal rift support the same of consulting agencies like must now participate. Travelinside customer.  Furthermore Dachis Group, Ant’s Eye  The ‘always-on’ mode Trendsinstitutions. companies who stem View,  will enter the fray means that business from command and along with traditional User Experience doesn’t stop at office control must give way agencies like Organic, VCs hours, and now to anarchist Cluetrain Razorfish, Ogilvy, and Venture Capital employees can choose talk in order to stay Edelman.  They won’t be Video the technologies to be relevant. alone as consulting firms used over the CTO. Virtual Events like Deloitte and McKinsey Virtual World will quickly come on board. Voice of the Customer Facebook is the most As more individuals Over time, society will VoIP telling example, as share information the start to normalize (look at Walkthrough information that was greater the risk that Generation Y’s openness) Web Advertising first promised to be this content can cause and sharing will often be a Web Analytics10. Privacy ‘just for your friends’ harm by malicious default norm.  ExpectWoes scare continues to be more Web Design parties.  Furthermore services to emerge thatcompanies and open. As they slowly Web Industry the more brands use will remove and hideconsumers. shift towards a more Web Law this data to do information from the open model, you can Web Marketing accurate marketing, internet in order to keep see the reactions from the fear of ‘big consumers safely tucked Web Strategy consumer, press and brother’ will increase. away. Web Strategy Show media. Web TeamHow to Overcome These Challenges Web TheoryTaking on issues head on is a powerful way to take control over your own destiny. Use this Web Toolslist and develop strategies to hurdle over them.  Send this list to your leads at your Web Usagecompany who focus on the future direction. If you work at a social technology startup or Webinaragency, send this to your executives now.  Secondly, print out this list and identify which White Label Social Networkchallenges you’ve already taken on, and which ones that haven’t.  The savvy corporate Widget Strategysocial strategist or the smart entrepreneur will recognize the many business opportunities Wirelessand models this list offers.  The truly smart folks will figure out how to improve their Word of Mouthcareers, add more value, and even profit by taking these challenges on directly. Word of Mouth MarketingThis is just a partial list, and you can feel free to leave a comment with what you see as thebiggest challenges in this space, I’ve kicked off a discussion in Twitter, and you can see Archivesmore folks add to the list of challenges, see the tag #SocialChallenge.  Disclosure, some of March 2011the companies listed above are Altimeter clients. February 2011
    • January 2011 Like 89 people like this. December 2010 November 2010 October 2010 This entry was posted on Monday, July 5th, 2010 at 9:25 am and is filed under Challenges, Social Media. September 2010 You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or August 2010 trackback from your own site. July 2010 June 2010l http://www.fsuama.com/?p=2601 Matrix: Challenges of the Social Technology Industry, July 2010 May 2010 Edition « Savvyhua April 2010 [...] View full post on Top Social Media Minds [...] March 2010l http://www.marketing20-network.de/pligg/story/380/ pligg.com February 2010 Matrix: Challenges of the Social Technology Industry, July 2010 Edition… January 2010 While the opportunities for social technologies to change the world, business, and December 2009 our individual lives continue to unveil, it’s also key to focus in on the challenges November 2009 that impact the industry. For many folks who have decided to invest in social October 2009 techno… September 2009l http://www.digitalpodcast.com/podcastnews/2010/07/05/10-challenges-for-social-tech/ 10 August 2009 Challenges for Social Tech July 2009 [...] Click here to see the post. [...] June 2009l http://twitter.com/AMauiBlog Liza at A Maui Blog May 2009 I was recently hired to be a “full time” social media strategist by a leading realtor April 2009 here on Maui. I started last week. I had been in the midst of “Maui Social Media” March 2009 since 2006 and very much agree to your comprehensive analysis/matrix (ok, who February 2009 am I not to agree to @Jowyang – but thought I want to emphasize that I agree – January 2009 Bottomline, this post is very helpful and will guide us as we plan and strategize out December 2008 social media involvement. Thanks again. November 2008l http://twitter.com/AMauiBlog Liza at A Maui Blog October 2008 I was recently hired to be a “full time” social media strategist by a leading realtor September 2008 here on Maui. I started last week. I had been in the midst of “Maui Social Media” August 2008 since 2006 and very much agree to your comprehensive analysis/matrix (ok, who July 2008 am I not to agree to @Jowyang – but thought I want to emphasize that I agree – June 2008 Bottomline, this post is very helpful and will guide us as we plan and strategize out May 2008 social media involvement. Thanks again. April 2008l http://twitter.com/AMauiBlog Liza at A Maui Blog March 2008 I was recently hired to be a “full time” social media strategist by a leading realtor February 2008 here on Maui. I started last week. I had been in the midst of “Maui Social Media” January 2008 since 2006 and very much agree to your comprehensive analysis/matrix (ok, who December 2007 am I not to agree to @Jowyang – but thought I want to emphasize that I agree – November 2007 Bottomline, this post is very helpful and will guide us as we plan and strategize out October 2007 social media involvement. Thanks again. September 2007l http://twitter.com/AMauiBlog Liza at A Maui Blog August 2007 I was recently hired to be a “full time” social media strategist by a leading realtor July 2007 here on Maui. I started last week. I had been in the midst of “Maui Social Media” June 2007 since 2006 and very much agree to your comprehensive analysis/matrix (ok, who May 2007 am I not to agree to @Jowyang – but thought I want to emphasize that I agree – April 2007 Bottomline, this post is very helpful and will guide us as we plan and strategize out March 2007 social media involvement. Thanks again. February 2007l http://twitter.com/AMauiBlog Liza at A Maui Blog January 2007 I was recently hired to be a “full time” social media strategist by a leading realtor December 2006 here on Maui. I started last week. I had been in the midst of “Maui Social Media” November 2006 since 2006 and very much agree to your comprehensive analysis/matrix (ok, who October 2006 am I not to agree to @Jowyang – but thought I want to emphasize that I agree – September 2006 Bottomline, this post is very helpful and will guide us as we plan and strategize out August 2006 social media involvement. Thanks again. July 2006l http://twitter.com/AMauiBlog Liza at A Maui Blog June 2006 I was recently hired to be a “full time” social media strategist by a leading realtor here on Maui. I started last week. I had been in the midst of “Maui Social Media” since 2006 and very much agree to your comprehensive analysis/matrix (ok, who Subscribe Via Email: am I not to agree to @Jowyang – but thought I want to emphasize that I agree – Subscribe Bottomline, this post is very helpful and will guide us as we plan and strategize out Subscribe and receive email posts of this blog social media involvement. Thanks again. by entering your email addressl http://www.xuropa.com/ James Colgan Excellent summary of the “State of the Social Nation”. Thanks Jeremiah! Challenges = Opportunities, and those challenges are still huge! So we know were Jobs for the Web Strategist still investing our time in the right place. Interactive Producer at PTC (Massachusetts)l http://www.xuropa.com/ James Colgan Excellent summary of the “State of the Social Nation”. Thanks Jeremiah! Social Media Senior Specialist at Sony Electronics Challenges = Opportunities, and those challenges are still huge! So we know were (San Diego, California) still investing our time in the right place. Social Media Marketing Coordinator at Legacyl http://www.xuropa.com/ James Colgan (District of Columbia)
    • Excellent summary of the “State of the Social Nation”. Thanks Jeremiah! Digital Marketing Specialist at Carrington College Challenges = Opportunities, and those challenges are still huge! So we know were (Phoenix, Arizona) still investing our time in the right place. Director, Social Media at Razorfish (New York,l http://www.xuropa.com/ James Colgan New York) Excellent summary of the “State of the Social Nation”. Thanks Jeremiah! Challenges = Opportunities, and those challenges are still huge! So we know were Job Title: Director, Social Media and Content at still investing our time in the right place. Lexisnexis Risk Solutions (Alpharetta, Georgia)l http://www.xuropa.com/ James Colgan Fees from these job postings pay for web hosting Excellent summary of the “State of the Social Nation”. Thanks Jeremiah! Challenges = Opportunities, and those challenges are still huge! So we know were still investing our time in the right place. My Flickr Photosl http://www.xuropa.com/ James Colgan Excellent summary of the “State of the Social Nation”. Thanks Jeremiah! Challenges = Opportunities, and those challenges are still huge! So we know were still investing our time in the right place.l http://www.adityarao.name/ Aditya Rao Very well put.l http://web-strategist.com/blog Jeremiah Owyang Thanks James, theres a lot of opportunities for investments and new companies to take advantage of solving these pains.l http://web-strategist.com/blog Jeremiah Owyang Thanks James, theres a lot of opportunities for investments and new companies to take advantage of solving these pains.l http://web-strategist.com/blog Jeremiah Owyang Thanks James, theres a lot of opportunities for investments and new companies to take advantage of solving these pains.l http://web-strategist.com/blog Jeremiah Owyang Thanks James, theres a lot of opportunities for investments and new companies to take advantage of solving these pains.l http://web-strategist.com/blog Jeremiah Owyang Thanks James, theres a lot of opportunities for investments and new companies to take advantage of solving these pains.l http://web-strategist.com/blog Jeremiah Owyang Thanks James, theres a lot of opportunities for investments and new companies to take advantage of solving these pains.l http://www.yourmindandbodyhealth.com/social-phobia-and-agoraphobia-treatments-for- overcoming-your-fears.php Social Phobia And Agoraphobia Treatments For Overcoming Your Fears | Mind and Body Health [...] Matrix: Challenges of the Social Technology Industry, July 2010 … [...]l http://essenceofbeing.me/2010/07/power-shift-cmon-people-now-smile-on-your-brother/ SSilver Freelance » Blog Archive » Power Shift- C’mon People Now Smile on Your Brother [...] blog comes from the top of the Social Media Chain Jeremiah Owyang [@jowyang] . In his post “Matrix: Challenges of the Social Technology Industry, July 2010 Edition” Owyang discusses what he sees institutions will have to do to compete with blogs and other [...]l http://twitter.com/ggheorghiu Gabriel Gheorghiu Hi Jeremiah, Do you think legislation can be used to address some of these challenges? You mention standards, but each major social media player will probably create and use its own rules.l http://twitter.com/ggheorghiu Gabriel Gheorghiu Hi Jeremiah, Do you think legislation can be used to address some of these challenges? You mention standards, but each major social media player will probably create and use its own rules.l http://twitter.com/ggheorghiu Gabriel Gheorghiu Hi Jeremiah, Do you think legislation can be used to address some of these challenges? You mention standards, but each major social media player will probably create and use its own rules.l http://twitter.com/ggheorghiu Gabriel Gheorghiu Hi Jeremiah, Do you think legislation can be used to address some of these challenges? You mention standards, but each major social media player will probably create and use its own rules.l http://twitter.com/ggheorghiu Gabriel Gheorghiu Hi Jeremiah, Do you think legislation can be used to address some of these challenges? You mention standards, but each major social media player will probably create and use its own rules.l http://twitter.com/ggheorghiu Gabriel Gheorghiu
    • Hi Jeremiah, Do you think legislation can be used to address some of these challenges? You mention standards, but each major social media player will probably create and use its own rules.l http://web-strategist.com/blog Jeremiah Owyang If anything the government may get involved with privacy, if things continue to be issues. Its tricky however as every government is different and many social networks are globall http://web-strategist.com/blog Jeremiah Owyang If anything the government may get involved with privacy, if things continue to be issues. Its tricky however as every government is different and many social networks are globall http://web-strategist.com/blog Jeremiah Owyang If anything the government may get involved with privacy, if things continue to be issues. Its tricky however as every government is different and many social networks are globall http://web-strategist.com/blog Jeremiah Owyang If anything the government may get involved with privacy, if things continue to be issues. Its tricky however as every government is different and many social networks are globall http://web-strategist.com/blog Jeremiah Owyang If anything the government may get involved with privacy, if things continue to be issues. Its tricky however as every government is different and many social networks are globall http://web-strategist.com/blog Jeremiah Owyang If anything the government may get involved with privacy, if things continue to be issues. Its tricky however as every government is different and many social networks are globall http://www.hrexaminer.com/in-the-know-v1-24 In The Know v1.24 | HR Examiner with John Sumser [...] Challenges of the Social Technology Industry, July 2010 Edition Jerimiah Owyang is one of the leading analysts of the social media phenomenon. This article presents a matrix of the issues and opportunities that the social media tsunami (and the information explosion in general) creates.  From talent shortages to the rise of the amateur, the generational technology shift favors participants over administrators. Owyang crams a year’s worth of insight into a ten by four matrix. [...]l http://www.authenticmomentum.com/?p=252 Challenges of the Social Technology Industry by Jeremiah Owyang | Social Media, Web Marketing – A Creative Social Media Group [...] Challenges of the Social Technology Industry by Jeremiah Owyang | Social Media, Web Marketing Leave a comment » Share33 [...]l briankissel The integration of activity-based social publishing and third party identity management seems to be a great way to drive referral traffic to your website, then register/login the referral visitors who follow links from their friends on Facebook, Twitter, Yahoo, MySpace, LinkedIn, Google, Microsoft, etc. Our clients are experiencing between 6 and 25 referral visits for each social publishing link, and higher conversion of those referral visitors to registered users of 10% to 50% when they offer third party registration and login.l briankissel The integration of activity-based social publishing and third party identity management seems to be a great way to drive referral traffic to your website, then register/login the referral visitors who follow links from their friends on Facebook, Twitter, Yahoo, MySpace, LinkedIn, Google, Microsoft, etc. Our clients are experiencing between 6 and 25 referral visits for each social publishing link, and higher conversion of those referral visitors to registered users of 10% to 50% when they offer third party registration and login.l briankissel The integration of activity-based social publishing and third party identity management seems to be a great way to drive referral traffic to your website, then register/login the referral visitors who follow links from their friends on Facebook, Twitter, Yahoo, MySpace, LinkedIn, Google, Microsoft, etc. Our clients are experiencing between 6 and 25 referral visits for each social publishing link, and higher conversion of those referral visitors to registered users of 10% to 50% when they offer third party registration and login.l briankissel The integration of activity-based social publishing and third party identity management seems to be a great way to drive referral traffic to your website, then register/login the referral visitors who follow links from their friends on Facebook, Twitter, Yahoo, MySpace, LinkedIn, Google, Microsoft, etc. Our clients are experiencing between 6 and 25 referral visits for each social publishing link, and higher conversion of those referral visitors to registered users of 10% to 50% when they offer third party registration and login.
    • l briankissel The integration of activity-based social publishing and third party identity management seems to be a great way to drive referral traffic to your website, then register/login the referral visitors who follow links from their friends on Facebook, Twitter, Yahoo, MySpace, LinkedIn, Google, Microsoft, etc. Our clients are experiencing between 6 and 25 referral visits for each social publishing link, and higher conversion of those referral visitors to registered users of 10% to 50% when they offer third party registration and login.l briankissel The integration of activity-based social publishing and third party identity management seems to be a great way to drive referral traffic to your website, then register/login the referral visitors who follow links from their friends on Facebook, Twitter, Yahoo, MySpace, LinkedIn, Google, Microsoft, etc. Our clients are experiencing between 6 and 25 referral visits for each social publishing link, and higher conversion of those referral visitors to registered users of 10% to 50% when they offer third party registration and login.l http://twitter.com/rekhasrivatsan rekhasrivatsan As a social media strategist, I find this post very useful to plan social media involvement! Great post!l Rekha Srivatsan As a social media strategist, I find this post very useful to plan social media involvement! Great post!l http://www.ForeclosureIndustry.com Christine Springer I see #1 and #2 especially as problematic, so I think youve got them in the right place. I write a blog about foreclosure and I see a lot of people with no legal experience commenting on the legal process as if they are experts. How do you think the average person differentiates between who is an expert and who is not in the short term? I think if you build a reputation over time, it helps, but what happens in the short term? Does the noise get reduced as people are weeded out as non-experts?l http://www.ForeclosureIndustry.com Christine Springer I see #1 and #2 especially as problematic, so I think youve got them in the right place. I write a blog about foreclosure and I see a lot of people with no legal experience commenting on the legal process as if they are experts. How do you think the average person differentiates between who is an expert and who is not in the short term? I think if you build a reputation over time, it helps, but what happens in the short term? Does the noise get reduced as people are weeded out as non-experts?l Ron Weinberg Social media pretty much entails everything that is online. The fundamental problem is that is has an identity crisis.l Trish Perry Excellent Summary- I can not thank you enough for how you organized this blog. Putting it into a table makes it an easy read.l http://web-strategist.com/blog Jeremiah Owyang Liza tell me more, would love to shout out to your announcement.l http://web-strategist.com/blog Jeremiah Owyang Liza tell me more, would love to shout out to your announcement.l http://web-strategist.com/blog Jeremiah Owyang Liza tell me more, would love to shout out to your announcement.l http://web-strategist.com/blog Jeremiah Owyang Liza tell me more, would love to shout out to your announcement.l http://web-strategist.com/blog Jeremiah Owyang Liza tell me more, would love to shout out to your announcement.l http://web-strategist.com/blog Jeremiah Owyang Liza tell me more, would love to shout out to your announcement.l Lisa Thayer Excellent matrix. Thank you for your thoughtful presentation. Id be interested in your thoughts on B2B vs. B2C, and what effect target demographics have on the above. I found it challenging to educate clients on the somewhat elusive or nebulous benefits. One book that has helped clarify my position is Social Media Metrics by Jim Sterne.l Lisa Thayer Excellent matrix. Thank you for your thoughtful presentation. Id be interested in your thoughts on B2B vs. B2C, and what effect target demographics have on the above. I found it challenging to educate clients on the somewhat elusive or nebulous benefits. One book that has helped clarify my position is Social Media Metrics by Jim Sterne.l http://www.buy12vwaterpump.com/solar-hot-water-solar-smart-use-of-technology/ Solar Hot Water
    • – Solar Smart Use of Technology | 12v Water Pump [...] Matrix: Challenges of the Social Technology Industry, July 2010 … [...]l http://web-strategist.com/blog Jeremiah Owyang There arent significant differences between B2B and B2C as people in either setting are having the same behaviors: communicating with each other. Previous research done by Forrester actually indicates that B2B business decision makers can sometimes have higher social media adoption behaviors. Rather than focus on B2B and B2C, instead look at the individual behaviors of individuals.l http://web-strategist.com/blog Jeremiah Owyang There arent significant differences between B2B and B2C as people in either setting are having the same behaviors: communicating with each other. Previous research done by Forrester actually indicates that B2B business decision makers can sometimes have higher social media adoption behaviors. Rather than focus on B2B and B2C, instead look at the individual behaviors of individuals.l http://web-strategist.com/blog Jeremiah Owyang Its important people reference their sources and credentials. Its also more important for true experts to use the social web, or their voices get lost in the noise.l http://web-strategist.com/blog Jeremiah Owyang Its important people reference their sources and credentials. Its also more important for true experts to use the social web, or their voices get lost in the noise.l http://www.360salesfocus.com Tobias Bray I see one of the biggest measurement challenges being that relationships are difficult to quantify as data points. Current measurement takes our behavior and processes it using a systems model based on a data processing construct. Relationships are not that easy to quantify. If they were, online dating would be a wild success. We need a different method that is less reliant on the fill-in-the- blank approach of algorithms.l http://www.360salesfocus.com Tobias Bray I see one of the biggest measurement challenges being that relationships are difficult to quantify as data points. Current measurement takes our behavior and processes it using a systems model based on a data processing construct. Relationships are not that easy to quantify. If they were, online dating would be a wild success. We need a different method that is less reliant on the fill-in-the- blank approach of algorithms.l Sean ODriscoll Good list Jeremiah and we at Ants Eye View appreciate the mention. The challenges are indeed fairly substantial, but in each their are tremendous opportunities for all participants. Weve certainly experienced all of these issues first hand. Ultimately, the journey we are on is to enable the engaged enterprise. An organization that is anticipatory, trusted, inclusive, nimble and worthy of customer recommendation and preference. As one of our exec client stakeholders says quite nicely “as you serve a customer, the world watches.” The winners in this transformation understand that this is, in fact, a transformation. Its not just about touching customers in new channels, its about creating and embracing a connected customer experience throughout the entire adoption life cycle – from awareness and consideration to purchase and support. Successful brands will participate (in value added ways) throughout this process – END to END, fueling customer to customer, customer to brand, brand to customer, partner to customer (etc) relationships. Those that only succeed in addressing one of these phases of the adoption curve will fail to realize the potential and rewards awaiting the engaged enterprise. Success will require executive involvement, courage and a new set of leaders to emerge to drive execution. As you highlight, a new set of vendors and partners will be critical. You cant transform your enterprise from one functional silo, youll need a partner that understands and can navigate with comfort across all functional silos (sales, service, marketing, comms, product, IT, etc). In our little corner of the world, as we look at our clients and prospects, we look for transformational leaders – leaders with the vision, motivation and empowerment to lead cultural, operational and customer experience change. Thats what makes this an exciting time. Change wont always come this way, at times you need the focus and patience to start small, and continuously build credibility through successful pilots and projects – but we still have to think big – theres still too much celebration around the launch (product or campaign) and not enough discipline around continuous growth in engagement. Thanks for sharing the list, as always, good stuff! Sean ODriscoll CEO Ants Eye View
    • l Sean ODriscoll Good list Jeremiah and we at Ants Eye View appreciate the mention. The challenges are indeed fairly substantial, but in each their are tremendous opportunities for all participants. Weve certainly experienced all of these issues first hand. Ultimately, the journey we are on is to enable the engaged enterprise. An organization that is anticipatory, trusted, inclusive, nimble and worthy of customer recommendation and preference. As one of our exec client stakeholders says quite nicely “as you serve a customer, the world watches.” The winners in this transformation understand that this is, in fact, a transformation. Its not just about touching customers in new channels, its about creating and embracing a connected customer experience throughout the entire adoption life cycle – from awareness and consideration to purchase and support. Successful brands will participate (in value added ways) throughout this process – END to END, fueling customer to customer, customer to brand, brand to customer, partner to customer (etc) relationships. Those that only succeed in addressing one of these phases of the adoption curve will fail to realize the potential and rewards awaiting the engaged enterprise. Success will require executive involvement, courage and a new set of leaders to emerge to drive execution. As you highlight, a new set of vendors and partners will be critical. You cant transform your enterprise from one functional silo, youll need a partner that understands and can navigate with comfort across all functional silos (sales, service, marketing, comms, product, IT, etc). In our little corner of the world, as we look at our clients and prospects, we look for transformational leaders – leaders with the vision, motivation and empowerment to lead cultural, operational and customer experience change. Thats what makes this an exciting time. Change wont always come this way, at times you need the focus and patience to start small, and continuously build credibility through successful pilots and projects – but we still have to think big – theres still too much celebration around the launch (product or campaign) and not enough discipline around continuous growth in engagement. Thanks for sharing the list, as always, good stuff! Sean ODriscoll CEO Ants Eye Viewl http://twitter.com/PRWeekend PRWeekend Your insights need to be definitely taken into consideration by professionals who plan strategic campaigns for building influence within social media. Thanks for sharing!l http://twitter.com/PRWeekend PRWeekend Your insights need to be definitely taken into consideration by professionals who plan strategic campaigns for building influence within social media. Thanks for sharing!l http://expertaccess.cincom.com/2010/07/the-acorn-and-the-challenges-of-the-social-technology- industry/ The Acorn … and the Challenges of the Social Technology Industry : CINCOM EXPERT ACCESS [...] “Matrix: Challenges of the Social Technology Industry,“ July 2010 edition, lays out the challenges of the social technology industry. But it also lays out [...]l http://smartblogs.com/socialmedia/2010/07/09/this-weeks-most-clicked-55/ This week’s most clicked | SmartBlog On Social Media [...] The 10 biggest social challenges (and how to overcome them) [...]l Bernie Brennan This is an excellent overview of the relevant issues.l Bernie Brennan This is an excellent overview of the relevant issues.l http://web-strategist.com/blog Jeremiah Owyang Thanks for the insights Seanl http://web-strategist.com/blog Jeremiah Owyang Thanks for the insights Seanl http://karenfreberg.com/blog/?p=1665 Karen’s Public Relations Blog » What are risks and challenges of social media for public relations professionals to consider in 2010? #SocialChallenge [...] the risks and challenges of social media to bring a balanced perspective on the new medium. Jeremiah Owyang wrote an excellent post on what are currently some of the challenges related to social technology [...]l http://jogosparacelulardegraca.com/ Games For Mobile Thanks for the great post that I really liked the sites content will already put in my favorites, where possible will be visiting the site.l http://geofflivingston.com/2010/07/15/social-media-offers-no-panacea/ Social Media Offers No Panacea | Geoff Livingstons Blog [...] social media sites. Yet, social media is no panacea, and an organization needs to understand some of the barriers it will face before it jumps [...]l http://www.fsuama.com/feeds/?p=5210 Social Media Offers No Panacea « My Blog [...] social media sites. Yet, social media is no panacea, and an organization needs to understand some of the barriers it will face before it jumps [...]
    • l http://twitter.com/sdholakia Sanjay Dholakia Great post, JO as always — and great discussion. At CrowdFactory, we definitely appreciate the mention as we are passionately pursuing the goal of giving marketers the data and ROI tracking they so desperately need — and deserve. One thing I would point out – and ask JO – is whether the Social Analytics report mentioned in #7 is missing a category My bias is that it is missing a category for what ultimately marketers need/want — Leads & Revenue. Learning, Dialog, Supporting, and Innovation are good, but a 5th category of something along the lines of “Conversion” or “Revenue” would, I think, complete the list. I had one marketer tell me that they were excited about our ability to track revenue and conversion because, “My boss has called bull-s*it on number of fans and share of voice as ROI metrics.” Besides, I think I read somewhere once that the human mind remembers 3s and 5s best . Let me know what you think. I think youve nailed the challenges for the industry and look forward to continuing the conversation. Thanks as always for being the lightning rod! Sanjay Dholakia CEO Crowd Factory @sdholakia @crowdfactoryl http://twitter.com/sdholakia Sanjay Dholakia Great post, JO as always — and great discussion. At CrowdFactory, we definitely appreciate the mention as we are passionately pursuing the goal of giving marketers the data and ROI tracking they so desperately need — and deserve. One thing I would point out – and ask JO – is whether the Social Analytics report mentioned in #7 is missing a category My bias is that it is missing a category for what ultimately marketers need/want — Leads & Revenue. Learning, Dialog, Supporting, and Innovation are good, but a 5th category of something along the lines of “Conversion” or “Revenue” would, I think, complete the list. I had one marketer tell me that they were excited about our ability to track revenue and conversion because, “My boss has called bull-s*it on number of fans and share of voice as ROI metrics.” Besides, I think I read somewhere once that the human mind remembers 3s and 5s best . Let me know what you think. I think youve nailed the challenges for the industry and look forward to continuing the conversation. Thanks as always for being the lightning rod! Sanjay Dholakia CEO Crowd Factory @sdholakia @crowdfactoryl http://twitter.com/m2engage cheryl alpert Brilliant. I only wish I had written this! What a fabulous overview.l http://twitter.com/m2engage cheryl alpert Brilliant. I only wish I had written this! What a fabulous overview.l http://www.podcast-search.com/2010/08/10/10-challenges-for-social-tech/ podcast-search.com » Blog Archive » 10 Challenges for Social Tech [...] Click here to see the post. [...]l http://twitter.com/alumnifutures Andy Shaindlin It took me a while, but I finally wrote some notes connecting your ten challenges to my world: higher education social media, especially in alumni, fundraising and communications/PR. Plenty of relevance for schools, colleges and universities. See the full post here: http://www.alumnifutures.com/2010/08/ten-challe... Much of this will apply to other non-profits as well, I am sure. Thanks for summarizing the list so effectively.l http://twitter.com/alumnifutures Andy Shaindlin It took me a while, but I finally wrote some notes connecting your ten challenges to my world: higher education social media, especially in alumni, fundraising and communications/PR. Plenty of relevance for schools, colleges and universities. See the full post here: http://www.alumnifutures.com/2010/08/ten-challe... Much of this will apply to other non-profits as well, I am sure. Thanks for summarizing the list so effectively.blog comments powered by Disqus HOME POPULAR POSTS ABOUT CONTACT ALL RIGHTS RESERVED BY WEB STRATEGY LLC