Assembled Web And Social Media


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Overview of how social media, social networks, and mobile overlap with or can be understood in terms of the Assembled Web

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Assembled Web And Social Media

  1. 1. The Assembled Web Getting Started with Social 25 August 2009 John Eckman, Sr. Practice Director, Optaros Labs
  2. 2. Agenda <ul><li>Context: The Assembled Web </li></ul><ul><li>Social Media: How to Get Started </li></ul><ul><li>Mobile: The iPhone Effect </li></ul><ul><li>Social Networks: Facebook </li></ul>
  3. 3. Three Previous Eras of Web Evolution <ul><li>Context </li></ul>Era Characteristics Limitations Web of Documents Content-centric Static HTML experiences / lightweight CMS Focus on eyeballs, stickiness “ The web is a giant universal library for information” Results in Brochure-ware Experiences are not engaging Not digitally native Not interactive / immersive Web of Transactions Transaction-centric Focus on conversion rates “ The web is a giant universal marketplace for buying and selling things” No loyalty to merchants No depth of experience No social interaction Transactional focus often resulted in weak content – don’t distract the buyer Web of Communities (aka “Web 2.0”) Community-centric Focus on “engagement” “ The web is a giant universal cocktail party / high school reunion / community” Struggle to find business models Community for community’s sake Herd mentality Cost of community management underestimated
  4. 4. The Assembled Web <ul><li>The Assembled Web incorporates those eras: </li></ul><ul><ul><li>From the “web of documents” it inherits </li></ul></ul><ul><ul><ul><li>The core innovation of the hyperlink </li></ul></ul></ul><ul><ul><ul><li>The importance of SEO and findability </li></ul></ul></ul><ul><ul><ul><li>The ability to present rich, multimedia experiences (video, audio, graphics) </li></ul></ul></ul><ul><ul><li>From the “web of transactions” it takes </li></ul></ul><ul><ul><ul><li>The ability to manage complex transactional workflows </li></ul></ul></ul><ul><ul><ul><li>The core innovations of SSL, commerce, forms </li></ul></ul></ul><ul><ul><ul><li>The requirements of usability, accessibility </li></ul></ul></ul><ul><ul><li>From the “web of communities” it has learned </li></ul></ul><ul><ul><ul><li>The importance of social connections </li></ul></ul></ul><ul><ul><ul><li>The desire for two communication </li></ul></ul></ul><ul><ul><ul><li>The key notions of “social objects” and “the social graph” </li></ul></ul></ul><ul><li>And introduces two major differences: </li></ul><ul><ul><li>The Three C’s </li></ul></ul><ul><ul><ul><li>The integration or convergence of the three previously separate domains: content, commerce, and community </li></ul></ul></ul><ul><ul><ul><li>Neither of the three by itself is ever enough, though in most applications one of the three is most prominent </li></ul></ul></ul><ul><ul><li>The Digital Footprint </li></ul></ul><ul><ul><ul><li>What’s important ultimately isn’t your site or sites, but the distribution of content, commerce, and community to your audience(s) pervasively throughout the web </li></ul></ul></ul><ul><ul><ul><li>Customers expect to be met where they spend time, and have a great degree of flexibility in how they interact with you </li></ul></ul></ul>
  5. 5. The Assembled Web
  6. 6. The Assembled Web
  7. 7. Agenda <ul><li>Context: The Assembled Web </li></ul><ul><li>Social Media: How to Get Started </li></ul><ul><li>Mobile: The iPhone Effect </li></ul><ul><li>Social Network Applications: Facebook, Open Social </li></ul>
  8. 8. What is Social Media?
  9. 9. Social Activity in Context <ul><li>Understanding the Assembled Web means: </li></ul><ul><ul><li>Not focusing just on content </li></ul></ul><ul><ul><li>(“let’s create a bunch of viral videos”) </li></ul></ul><ul><ul><li>Not believing that community in the abstract is enough </li></ul></ul><ul><ul><li>(“people can’t wait to talk about how much they love us”) </li></ul></ul><ul><ul><li>Not ignoring the transactional elements </li></ul></ul><ul><ul><li>(“we’ll create engagement first and then someday figure out the business model”) </li></ul></ul><ul><li>All three Cs must be in sync for any social media strategy! </li></ul>
  10. 10. Two Models for Getting Started <ul><li>P.O.S.T.: </li></ul><ul><ul><li>People: Assess your customers social activities </li></ul></ul><ul><ul><li>Objectives: Decide what you want to accomplish </li></ul></ul><ul><ul><li>Strategy: Plan for how relationships with customers will change </li></ul></ul><ul><ul><li>Tactics: Decide which social technologies to use </li></ul></ul><ul><li>Forrester Research, in Groundswell </li></ul><ul><li>L.E.A.D.: </li></ul><ul><ul><li>Listen: Understand what’s being said about you across the web in various contexts </li></ul></ul><ul><ul><li>Experiment: Engage with customers in a controlled but real fashion - pilots </li></ul></ul><ul><ul><li>Apply: Make those experiments useful, connect them to your existing web presence </li></ul></ul><ul><ul><li>Develop: Build on existing successes, integrate more over time into core experience of the brand </li></ul></ul><ul><li>McKinsey Quarterly, “Managing Beyond Web 2.0” </li></ul>
  11. 11. Getting Started <ul><li>What kind of listening can you do? </li></ul><ul><ul><li>Real Time Search Engines: Scoopler, One Riot, Social Mention, Topsy, Twitter Search, Radian6, ScoutLabs, dna13 </li></ul></ul><ul><ul><li>Alerts: Tweet Beep, Tweet Later, Google Alerts, Technorati </li></ul></ul><ul><ul><li>Existing Public Communities: Where is the conversation happening? </li></ul></ul><ul><ul><li>Hosted Private Communities: Customer council, advisory board, beta users group </li></ul></ul><ul><li>What audiences are you after? What do they want? </li></ul><ul><ul><li>No longer any rational excuse for guessing </li></ul></ul><ul><ul><li>Decision makers & buyers versus end-users </li></ul></ul><ul><ul><li>Broader community of interest </li></ul></ul><ul><li>What do you hope to accomplish via social media & social networking? </li></ul><ul><ul><li>Better awareness of consumer attitudes, perceptions, feedback on programs? </li></ul></ul><ul><ul><li>Influence over brand awareness? </li></ul></ul><ul><ul><li>Increased enrollment in programs by eligible end users? (More users / more use?) </li></ul></ul><ul><ul><li>Increased pool of eligible users / better market penetration? </li></ul></ul><ul><li>How can you achieve those objectives? </li></ul><ul><ul><li>List of potential platforms is large and growing </li></ul></ul><ul><ul><li>Align target platforms and actions to objectives </li></ul></ul>
  12. 12. Key Social Computing Principles <ul><li>Primary Utility </li></ul><ul><ul><li>The best (and most sustained) social applications first provide value to the individual, even if he’s the only one who ever uses it </li></ul></ul><ul><li>Mutual Benefit </li></ul><ul><ul><li>The user(s) have to see benefit (in their terms) or they won’t return </li></ul></ul><ul><ul><li>The host(s) have to see benefit (in their terms) or they will stop participating </li></ul></ul><ul><li>Social Media is not a Cure-All </li></ul><ul><ul><li>If you have an image problem, social media may be able to help; if you have a reality problem, social media will only make it worse </li></ul></ul><ul><ul><li>If your core business fundamentals are poor, fix those before (or at least in parallel with) focusing on social media </li></ul></ul><ul><li>Social == Two Way </li></ul><ul><ul><li>If you are not as an organization willing to actually engage with users in the broader community, social media may not be for you </li></ul></ul><ul><ul><li>If you intend to use social media purely to broadcast and not to listen, the community will learn (and quickly!) to ignore you </li></ul></ul>
  13. 13. Agenda <ul><li>Context: The Assembled Web </li></ul><ul><li>Strategy: How to Get Started </li></ul><ul><li>Mobile: The iPhone Effect </li></ul><ul><li>Social Network Applications: Facebook, Open Social </li></ul>
  14. 14. The iPhone Effect
  15. 15. The iPhone Effect This slide and previous from:
  16. 16. iPhone Considerations <ul><li>Mobile Web versus Installed Application </li></ul><ul><ul><li>iPhone native applications are developed with Apple SDK, have access to all native APIs (location awareness, push notification, orientation, stored data) </li></ul></ul><ul><ul><li>iPhone mobile applications leverage existing web infrastructure and target Safari mobile browser </li></ul></ul><ul><ul><li>“ Best on this device” = Native; “Most leverage for all devices, lower cost” = Web </li></ul></ul><ul><li>The importance of constrained design </li></ul><ul><ul><li>Don’t make a stripped down version of the web application – focus on key scenarios, activities </li></ul></ul><ul><ul><li>What’s the minimum set of interactions which, if enabled, would make the application a compelling supplement to the web applications, first – then what set would make the application a compelling replacement </li></ul></ul><ul><li>Beware Shiny Object syndrome </li></ul><ul><ul><li>You do not need to have an iPhone application simply because others do </li></ul></ul><ul><ul><li>It’s easy to get lost in the App Store, or on the phone once installed </li></ul></ul><ul><ul><li>Be sure to align mobile strategy to broader business strategy </li></ul></ul><ul><li>Iterate </li></ul><ul><ul><li>Release early and often </li></ul></ul><ul><ul><li>Prove out baseline functionality then build on success </li></ul></ul>
  17. 17. What about the rest of mobile? <ul><li>Easy to over-focus on the iPhone </li></ul><ul><ul><li>Blackberry, Palm Pre, Google Android, Symbian, MobLin all viable platforms </li></ul></ul><ul><ul><li>Simple mobile web interface may “just work” across many browsers </li></ul></ul><ul><li>SMS and Mobile-Friendly Email also important </li></ul><ul><ul><li>Part of Twitter’s success was that it enabled posting via simple SMS message </li></ul></ul><ul><ul><li>Adoption curve for “send and receive email” well ahead of “browse the web” and “install applications” across most demographics </li></ul></ul><ul><li>Plan for the long term now </li></ul><ul><ul><li>Even if you build only on the iPhone now, ensure that server-side APIs and lightweight SOA approach are used, for later reuse on other platforms </li></ul></ul><ul><ul><li>Don’t assume same uptake rate on other platforms – iPhone uptake will likely be highest by large margin – but that doesn’t mean others can be ignored </li></ul></ul>
  18. 18. Agenda <ul><li>Context: The Assembled Web </li></ul><ul><li>Strategy: How to Get Started </li></ul><ul><li>Mobile: The iPhone Effect </li></ul><ul><li>Social Network Applications: Facebook, Open Social </li></ul>
  19. 19. Facebook
  20. 20. Facebook Demographics <ul><li>Facebook goes mainstream </li></ul><ul><ul><li>Fastest growing segment in most of 2009 has been 55+ </li></ul></ul><ul><ul><li>Increasing prevalence of “my parents friended me on Facebook” </li></ul></ul><ul><li>Major retailers and media companies trying it </li></ul><ul><ul><li>NBC Universal adds Facebook Connect </li></ul></ul><ul><ul><li>Starbucks has over 3.7 million fans of its page, Coca Cola over 3.5 million </li></ul></ul><ul><ul><li>83 of the top 100 advertising spenders in the US use Facebook </li></ul></ul><ul><li>If Facebook were a country it would be the fourth largest in the world </li></ul><ul><ul><li>250 Million active users </li></ul></ul>
  21. 21. Facebook Opportunities <ul><li>Applications on Facebook Platform </li></ul><ul><ul><li>Your custom web-based application running inside Facebook “Frame” </li></ul></ul><ul><ul><li>Barrier is getting app installed, used </li></ul></ul><ul><ul><li>Potential engagement is high, reality is generally much lower </li></ul></ul><ul><ul><li>For users who grant permission, you get quite rich data (except email) </li></ul></ul><ul><li>Facebook Connect </li></ul><ul><ul><li>Facebook JavaScript API running in your web application (Application inside out) </li></ul></ul><ul><ul><li>Leverage Facebook friend relationships, authentication </li></ul></ul><ul><ul><li>Enable publishing out to FB activity stream </li></ul></ul><ul><li>Caveats about Social Media all apply! </li></ul><ul><ul><li>Must offer value to user on her terms </li></ul></ul><ul><ul><li>Must connect to business value for provider </li></ul></ul><ul><ul><li>Don’t let tactics distract from strategy </li></ul></ul><ul><li>Groups </li></ul><ul><ul><li>Enable broadcast communication </li></ul></ul><ul><ul><li>Enable large numbers of users to express and intent or affiliation </li></ul></ul><ul><ul><li>Tend to peak quickly </li></ul></ul><ul><ul><li>Tend to be started by users </li></ul></ul><ul><li>Pages </li></ul><ul><ul><li>Enable users to become “fans” of products </li></ul></ul><ul><ul><li>Enable marketers to communicate to fans </li></ul></ul><ul><ul><li>Tend to be very one-way and static </li></ul></ul><ul><ul><li>Better for spreading awareness than for deepening engagement </li></ul></ul><ul><ul><li>Dipping your toe into social </li></ul></ul>
  22. 22. The World Beyond Facebook <ul><li>Distributed Social Networking </li></ul><ul><ul><li>No single point of failure, no single point of control </li></ul></ul><ul><ul><li>Like email, DNS </li></ul></ul><ul><ul><li>More complicated, takes longer, but we’ll get there eventually </li></ul></ul><ul><ul><li>Simple set of connected open standards – IETF model over W3C model – Open Web Foundation, OpenID Foundation, working groups </li></ul></ul><ul><li>Open Social Application Containers </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>iGoogle </li></ul></ul><ul><ul><li>Yahoo! Application Platform </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>Xing </li></ul></ul><ul><ul><li>Orkut </li></ul></ul><ul><ul><li>Ning </li></ul></ul><ul><ul><li>Hi5 </li></ul></ul><ul><ul><li>etc </li></ul></ul><ul><li>Facebook API containers </li></ul><ul><ul><li>Facebook </li></ul></ul>
  23. 23. Thanks <ul><li>John Eckman </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>