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Przyszłość Social Media at SFARMA (12 stycznia 2010) San Francisco)

Przyszłość Social Media at SFARMA (12 stycznia 2010) San Francisco)

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  • The more you fill in, the more context to your customers.
  • The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.

Sfama1 12 10 100113005615 Phpapp01 Sfama1 12 10 100113005615 Phpapp01 Presentation Transcript

  • The Future Of Social Networks
    Charlene Li
    Altimeter Group
    January 12, 2010
    1
    San Francisco AMA
  • 2
    Agenda
    How to think about the future
    What you should do about it
  • Social networks will be like air.
  • Universal sign-in
    5
  • 6
    Facebook Connect extends
    See what friends read/comment on
  • Import friends into the experience
    7
  • Social moves into enterprise apps
    Salesforce Chatter
    LinkedIn in Lotus Notes
    8
  • Share updates back and forth
    9
  • Social on TV and television sets
    10
    Conversation around news events
    Verizon FiOS integrates Facebook & Twitter
  • Mobile making in-roads
    11
    And sends an ad
    Foursquare “gestures” to friends
    Gowalla gestures to everyone
  • Using social context to create relevance
    12
    Place
    Data
    Ideas
    Items
    Location & Objects
    Asynchronous
    Real-time
    Intention
    Time
    Facebook
    OpenSocial
    People
  • 13
  • Socialgraphics
    14
    Demographic
    Geographic
    Psychographic
    Behavioral
    Socialgraphics
  • Engagement Pyramid
    15
  • 16
    There’s now a culture of sharing
  • Define Goals by Objective
    17
  • How To Prepare
  • #1 Focus on relationships, not technologies
    What kind of relationship do you want?
    Transactional
    Occasional
    Impersonal
    Short-term
    Passionate
    Constant
    Intimate
    Loyal
  • Obama redefined political campaigns
    20
  • #2 Measure the right things
    Your goals determine your metrics
    Use the same metrics as your strategic goals
  • Example “micro” metrics
  • Measuring lifetime value in a new way
    23
    • Percent that refer
    • Size of their networks
    • Percent of referred people who purchase
    • Value of purchases
    + Value of purchases
    - Cost of acquisition
    + Value of new customers from referrals
    + Value of insights
    + Value of support
    + Value of ideas
    = Customer lifetime value
    • Percent that provide support
    • Frequency and value of the support
  • #3 Create new workflows
    Social technologies will disrupt traditional organization structures
  • Social pressures traditional orgs
  • 26
    Ties these comments back to customers
  • 27
    #4 Be Ready To Give Up Control
  • Openness requires accountability
    The Sandbox Covenant
    28
  • The Red Cross handbook/policies help keep order
    http://sites.google.com/site/wharman/social-media-strategy-handbook
    29
  • #5 Fail fast, fail smart
    30
    Identify the top 5-10 worst case scenarios.
    Develop mitigation and contingency plans.
    Encourage risk taking and forgive failures.
  • Wal-mart failed many, many times
    31
  • Buyer blog hit the right note
  • 33
    Summary
    Social networks will be like air.
    Use social context to create relevancy.
    Be ready to give up control – you have no choice.
  • 34
    34
    Thank you
    Charlene Li
    charlene@altimetergroup.com
    blog.altimetergroup.com
    Twitter: charleneli