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The Future Of Social NetworksCharlene LiVice President & Principal AnalystCo-author of GroundswellForrester ResearchMarch ...
2Entire contents © 2008 Forrester Research, Inc. All rights reserved.
They are online with their social networks  3 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
4Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Theme                                              Social networks                                               will be l...
Components of social networks Profile                                                                Universal identity Re...
My multiple identities  7 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Universal identity                                cli@forrester.com                           me@charleneli.com           ...
Universal identity foundations • Federation (OpenID approach) • A few major players will serve as major federation   focal...
Bill of Rights for Users of the Social Web “We publicly assert that all users of the social web are entitled to certain fu...
My Facebook social graph                                                                         Missing                  ...
My real social graph is much more complex12 contents © 2008Entire               Forrester Research, Inc. All rights reserv...
Let’s end the insanity 13 contents © 2008 Entire               Forrester Research, Inc. All rights reserved.
Relationships today are explicit – and a pain                                                                      LinkedI...
New “entrants” will challenge the incumbents                                                                     Millions ...
Relationship mapping will be automatic andpermission-based16 contents © 2008Entire               Forrester Research, Inc. ...
What people do today on social networks17 contents © 2008Entire               Forrester Research, Inc. All rights reserved.
Dave has a nice book review on Facebook18 contents © 2008Entire               Forrester Research, Inc. All rights reserved.
But it would be more helpful on Amazon                                                           “See friends’ reviews”19 ...
How Yahoo! could incorporate social networks Search based on what   my friends finds       relevantElevate stories tagged ...
The under-rated value of networks21 contents © 2008Entire               Forrester Research, Inc. All rights reserved.
Endorsement value depends on your network                                                                     • Your autho...
The future business model for social networks • Marketers will pay to reach and influence valuable • Each person will have...
Evolution of open platforms   Walled   garden                                                                          Ubi...
Recommendations • Create linkages between services based on   individually-controlled identity federation • Compete on cre...
Thank you    Charlene Li    +1 650.581.3833    cli@forrester.com    www.forrester.com    groundswell.forrester.com26 conte...
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The Future of Social Networks

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  • Transcript of "The Future of Social Networks"

    1. 1. The Future Of Social NetworksCharlene LiVice President & Principal AnalystCo-author of GroundswellForrester ResearchMarch 4, 2008
    2. 2. 2Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    3. 3. They are online with their social networks 3 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    4. 4. 4Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    5. 5. Theme Social networks will be like air. 5Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    6. 6. Components of social networks Profile Universal identity Relationships A single social graph Activities Social context for activities Business model Social influence defines marketing value 6 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    7. 7. My multiple identities 7 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    8. 8. Universal identity cli@forrester.com me@charleneli.com Mobile number 8 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    9. 9. Universal identity foundations • Federation (OpenID approach) • A few major players will serve as major federation focal points » Yahoo!, Microsoft, Google, Plaxo, etc. • All players must realize that they can grow the market faster/better by working together » Data Portability Group is the beginning 9 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    10. 10. Bill of Rights for Users of the Social Web “We publicly assert that all users of the social web are entitled to certain fundamental rights, specifically: •Ownership of their own personal information, including: » their own profile data » the list of people they are connected to » the activity stream of content they create; •Control of whether and how such personal information is shared with others; and •Freedom to grant persistent access to their personal information to trusted external sites.” - Authored by Joseph Smarr, Marc Canter, Robert Scoble, and Michael Arrington http://blog.broadbandmechanics.com/2007/09/a-bill-of-rights-for-users-of-the-social-web 10 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
    11. 11. My Facebook social graph Missing Colleagues Parents Extended family School parents Neighbors Babysitter Walking group11 contents © 2008Entire Forrester Research, Inc. All rights reserved.
    12. 12. My real social graph is much more complex12 contents © 2008Entire Forrester Research, Inc. All rights reserved.
    13. 13. Let’s end the insanity 13 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
    14. 14. Relationships today are explicit – and a pain LinkedIn Twitter Facebook Plaxo 14 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
    15. 15. New “entrants” will challenge the incumbents Millions of regular users Search & deep content Ad and content networks Relationship maps15 contents © 2008Entire Forrester Research, Inc. All rights reserved.
    16. 16. Relationship mapping will be automatic andpermission-based16 contents © 2008Entire Forrester Research, Inc. All rights reserved.
    17. 17. What people do today on social networks17 contents © 2008Entire Forrester Research, Inc. All rights reserved.
    18. 18. Dave has a nice book review on Facebook18 contents © 2008Entire Forrester Research, Inc. All rights reserved.
    19. 19. But it would be more helpful on Amazon “See friends’ reviews”19 contents © 2008Entire Forrester Research, Inc. All rights reserved.
    20. 20. How Yahoo! could incorporate social networks Search based on what my friends finds relevantElevate stories tagged by friends – anywhere See which of my friends owns a Focus – and what they think ofCompare daily portfolio itperformance to friends’ 20 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
    21. 21. The under-rated value of networks21 contents © 2008Entire Forrester Research, Inc. All rights reserved.
    22. 22. Endorsement value depends on your network • Your authority on the specific topic • Your network’s interest and authority on the topic • The trust level among your network on the topic22 contents © 2008Entire Forrester Research, Inc. All rights reserved.
    23. 23. The future business model for social networks • Marketers will pay to reach and influence valuable • Each person will have their own “personal CPM”* • Social networks will compete to have the best experience for high-influence individuals * From Marian Salzman, JWT23 contents © 2008Entire Forrester Research, Inc. All rights reserved.
    24. 24. Evolution of open platforms Walled garden Ubiquitous services social networks Search freedom 1993 1999 2003 2008-9 2013 Data portability Portal aggregators24 contents © 2008Entire Forrester Research, Inc. All rights reserved.
    25. 25. Recommendations • Create linkages between services based on individually-controlled identity federation • Compete on creating the most compelling social experience, not social graph lock-in • Develop social applications that have meaning • Integrate social networks into existing activities • Design business models that reflect the value created by people’s social networks25 contents © 2008Entire Forrester Research, Inc. All rights reserved.
    26. 26. Thank you Charlene Li +1 650.581.3833 cli@forrester.com www.forrester.com groundswell.forrester.com26 contents © 2008Entire Forrester Research, Inc. All rights reserved.
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