Social Reef: An Industry Perspective
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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.

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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  • Full Name Full Name Comment goes here.
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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 Social Reef: An Industry Perspective Presentation Transcript

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