The Social Reef  An Industry Perspective Storyboard #2 By Jeremiah Owyang Image used with Attribution as directed by Creat...
The social web industry is a lot like a living reef.  Both are complex ecosystems that undergo constant change. Let’s expl...
The Key Players
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/aj-clicks/2861...
Fish : People <ul><li>Fish are like people, users, or consumers. </li></ul><ul><li>They come in many different colors, siz...
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/23045224@N04/2...
Fishermen : Brands <ul><li>Brands are like fishermen, they are constantly seeking fish. </li></ul><ul><li>They try many di...
The Incumbents
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/nattarbox/2281...
CMS : Rocks <ul><li>Content Management Systems (CMS) are like rocks, a stable web publishing system powering brand website...
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/selvaggiovener...
CRM : Octopus <ul><li>Customer Relationship Systems (CRM) are like octopuses, they’re reaching to multiple systems to grab...
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/hodgers/140155...
Brand Monitoring : Jellyfish <ul><li>Brand monitoring firms are like jellyfish, they rapidly absorb information. </li></ul...
Image used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/nugunslinger/1243598783/   Agenc...
Agencies : Starfish <ul><li>Agencies and consultants are like starfish, close to the customers and vendors on the reef. </...
The Challengers
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/bobrpics/31786...
Social Networks : Kelp Forest <ul><li>Social Networks are like kelp forests, a rapidly changing haven for communities to a...
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/leonardlow/340...
Community Platforms : Coral <ul><li>Community Platforms are like coral, which allow any brand to have their own social net...
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/orcmid/2892448...
Applications : Anemones  <ul><li>Applications are like anemones, ever-moving with limitless varieties. </li></ul><ul><li>T...
External Factors
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/htjems/3196627...
Venture Capital : Algae  <ul><li>Venture Capital is like algae, injecting needed resources into the ecosystem for growth. ...
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/gambier20/3208...
Detractors : Pollution <ul><li>Detractors are like water pollution, they clog up the system and someone has to clean it up...
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/cmoi/265574575...
A-Listers : Blowfish <ul><li>A-Listers are like blowfish, as they vie for others attention, yet inflate when defensive. </...
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/brentbat/45588...
Recession : Low Tide <ul><li>The recession is like a low tide, forcing innovation and bringing the ecosystem closer. </li>...
Image taken by aj-click used with Attribution as directed by Creative Commons  http://www.flickr.com/photos/brentbat/45588...
Industry Analyst : Marine Biologist <ul><li>Industry analysts are like marine biologists, who examine, identify, and analy...
Summary <ul><li>The social reef impacts personal, business, and family lives as it’s the first global, multi-directional, ...
Come swim with me. <ul><li>Jeremiah Owyang </li></ul><ul><li>web-strategist.com/blog </li></ul><ul><li>@jowyang </li></ul>...
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Social Reef: An Industry Perspective

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The social web industry is a lot like living reef. Both are complex ecosystems that undergo constant change.

Let’s explore the ecosystem…

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  • Amazingly creatively presentation on the entire ecosystem of Social Networks. Simple to follow and truly creative. Wish more of presentations are like this.
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  • Interesting presentation. But I would disagree with one point: 'brands as fishermen' means that brands are living outside the social world and that their behavior is aggressive and distracting this environment. I would rather call them divers: they try to discover the exotic world of social media and enter in interaction with fishes living on the reef.

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Social Reef: An Industry Perspective

  1. 1. The Social Reef An Industry Perspective Storyboard #2 By Jeremiah Owyang Image used with Attribution as directed by Creative Commons http://www.flickr.com/photos/leonardlow/340763653/ /
  2. 2. The social web industry is a lot like a living reef. Both are complex ecosystems that undergo constant change. Let’s explore the ecosystem…
  3. 3. The Key Players
  4. 4. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/aj-clicks/2861093539/ Fish : People
  5. 5. Fish : People <ul><li>Fish are like people, users, or consumers. </li></ul><ul><li>They come in many different colors, sizes and species. </li></ul><ul><li>Collectively, they band together and form communities. </li></ul><ul><li>Species: Over 6.77 billion varieties and counting </li></ul>
  6. 6. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/23045224@N04/2845087243/ Fishermen : Brands
  7. 7. Fishermen : Brands <ul><li>Brands are like fishermen, they are constantly seeking fish. </li></ul><ul><li>They try many different tactics to reach fish, some are successful and many not. </li></ul><ul><li>As brands come, some fish are scared away, while others are attracted. </li></ul><ul><li>Species: Dell, P&G, Wells Fargo, Starbucks, Ford. </li></ul>
  8. 8. The Incumbents
  9. 9. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/nattarbox/2281595865/ CMS : Rocks
  10. 10. CMS : Rocks <ul><li>Content Management Systems (CMS) are like rocks, a stable web publishing system powering brand websites. </li></ul><ul><li>These slower moving web systems will struggle with adapting to the social web. </li></ul><ul><li>As a result, these systems are developing social features –or will soon acquire them. </li></ul><ul><li>Species: Vignette, Interwoven, Documentum, Fatwire, Percussion </li></ul>
  11. 11. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/selvaggiovenerdi/3055436375/ CRM : Octopus
  12. 12. CRM : Octopus <ul><li>Customer Relationship Systems (CRM) are like octopuses, they’re reaching to multiple systems to grab data. </li></ul><ul><li>Soon, they will develop features to enable brands to better find prospects, market, and support communities. </li></ul><ul><li>Expect to see more partnership between CRM systems and social networks and community platforms. </li></ul><ul><li>Species: Salesforce, SAP, Oracle, Microsoft, and Rightnow. </li></ul>
  13. 13. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/hodgers/14015562/ Brand Monitoring : Jellyfish
  14. 14. Brand Monitoring : Jellyfish <ul><li>Brand monitoring firms are like jellyfish, they rapidly absorb information. </li></ul><ul><li>These firms are quickly tying with CMS systems, or developing their own features. </li></ul><ul><li>Brands need these firms to find fish. </li></ul><ul><li>Species: Nielsen BuzzMetrics, TNS Cymfony, Dow Jones Insight, J.D. Power & Associates, Visible Technologies, and Radian 6. </li></ul>
  15. 15. Image used with Attribution as directed by Creative Commons http://www.flickr.com/photos/nugunslinger/1243598783/ Agencies : Starfish
  16. 16. Agencies : Starfish <ul><li>Agencies and consultants are like starfish, close to the customers and vendors on the reef. </li></ul><ul><li>Currently, there are armies of individual consultants and a variety of firms appearing both pure play social media services and traditional agencies that are offering social services. </li></ul><ul><li>Expect consultants to band together to create new agencies, with rapid change over the next few years. </li></ul><ul><li>Species: Federated Media, Chris Brogan, see Charlene Li’s list of consultants for a larger list http://wiki.altimetergroup.com </li></ul><ul><li>Credit to Christine Fife for this submission. </li></ul>
  17. 17. The Challengers
  18. 18. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/bobrpics/3178673810/ Social Networks : Kelp Forest
  19. 19. Social Networks : Kelp Forest <ul><li>Social Networks are like kelp forests, a rapidly changing haven for communities to assemble. </li></ul><ul><li>These ever-wavering communities are thriving with customers –yet are fragile and young. </li></ul><ul><li>As a result, brands try to fish –often unsuccessfully in these forests. </li></ul><ul><li>Species: Facebook, Twitter, MySpace, LinkedIn </li></ul>
  20. 20. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/leonardlow/340761832/ Community Platforms : Coral
  21. 21. Community Platforms : Coral <ul><li>Community Platforms are like coral, which allow any brand to have their own social network. </li></ul><ul><li>These living organisms attract customers, bringing them closer to brands, soon they will be tightly integrated with CMS systems (rocks). </li></ul><ul><li>A shakeout is due in this overcrowded space of over 100 players. </li></ul><ul><li>Species: Jive, Telligent, Mzinga, Awareness, Liveworld, Lithium, Leverage, Kickapps, Pluck </li></ul>
  22. 22. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/orcmid/2892448369/ Applications : Anemones
  23. 23. Applications : Anemones <ul><li>Applications are like anemones, ever-moving with limitless varieties. </li></ul><ul><li>These applications are depending on social networks (kelp), but will soon extend to community platforms (coral) and cms (rock). </li></ul><ul><li>People and applications are dependent on each other. </li></ul><ul><li>Species: Slide, RockYou, Widgetbox, Gigya, Clearspring, and Newsgator. </li></ul>
  24. 24. External Factors
  25. 25. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/htjems/3196627434/ Venture Capital : Algae
  26. 26. Venture Capital : Algae <ul><li>Venture Capital is like algae, injecting needed resources into the ecosystem for growth. </li></ul><ul><li>Venture capital fuel social networks, applications, community platforms –even during a recession. </li></ul><ul><li>Venture capital influences deals, partnerships, and vendor strategy. </li></ul><ul><li>Species: August, Benchmark, Allegis, Scale, and Garage. </li></ul>
  27. 27. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gambier20/3208414588/ Detractors: Pollution
  28. 28. Detractors : Pollution <ul><li>Detractors are like water pollution, they clog up the system and someone has to clean it up. </li></ul><ul><li>Wherever communities thrive, detractors infiltrate. </li></ul><ul><li>As a result, the system is forever trying to expel the unwanted. </li></ul><ul><li>Species: Trolls, Spammers, Hackers. </li></ul>
  29. 29. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/cmoi/2655745750/ A-Listers : Blowfish
  30. 30. A-Listers : Blowfish <ul><li>A-Listers are like blowfish, as they vie for others attention, yet inflate when defensive. </li></ul><ul><li>These influencers are essential for new technology adoption –yet many tools are never adopted by the mainstream. </li></ul><ul><li>Approach with caution, many cause indigestion if consumed. </li></ul><ul><li>Species: Although few in numbers, they are easily identified with distinguishable loud markings. </li></ul>
  31. 31. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/brentbat/455884449/ Recession : Low Tide
  32. 32. Recession : Low Tide <ul><li>The recession is like a low tide, forcing innovation and bringing the ecosystem closer. </li></ul><ul><li>Consumers have increased their adoption of social technologies: they connect to each other, learn from one another, and some have…more time. </li></ul><ul><li>As a result, it will force species to adapt to their environment with fewer resources and more competitors. </li></ul>
  33. 33. Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/brentbat/455884449/ Industry Analyst : Marine Biologist
  34. 34. Industry Analyst : Marine Biologist <ul><li>Industry analysts are like marine biologists, who examine, identify, and analyze the ecosystem. </li></ul><ul><li>We share our findings with our clients, so they can be successful in their decision making. </li></ul><ul><li>Industry analysts who cover the ever-changing social reef struggle to keep up with this nascent industry. </li></ul><ul><li>As a result, they resort to slideshows filled with colorful pictures to explain what they do to their friends and family. </li></ul><ul><li>Species: Forrester, Gartner, IDC, eMarketer, Compete, Redmonk, and Comscore. </li></ul>
  35. 35. Summary <ul><li>The social reef impacts personal, business, and family lives as it’s the first global, multi-directional, yet openly public communication technology. </li></ul><ul><li>The social web is an ever-changing space –perhaps the fastest changing industry the world has ever seen. </li></ul><ul><li>Despite the attention and growth, this reef struggles with monetization, privacy, and cultural boundaries. </li></ul><ul><li>Each of these organisms are starting to connect to each other sharing data, as a result these relationships form even more complex dependencies. </li></ul><ul><li>Expect this space to continue to innovate rapidly over the next few years, eventually, this industry will mature, as these communication tools become ubiquitous. </li></ul>
  36. 36. Come swim with me. <ul><li>Jeremiah Owyang </li></ul><ul><li>web-strategist.com/blog </li></ul><ul><li>@jowyang </li></ul><ul><li>Photos used with creative commons attribution license. </li></ul>Image used with Attribution as directed by Creative Commons by t6mdm : http://www.flickr.com/photos/t6mdm/3363444387/
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