KMWorld 2009 Presentation: Role of Social Technologis In Search and the Organizational Impact


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Presentation by Charlene Li at KMWorld 2009, November 18, 2009. Detailed notes by Bill Ives are available at

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  • The Role Of Social Technologies In Search And How It Will Impact Your Organization Social technologies are transforming the way that people use the Web, and with it, the way that companies engage with their customers and employees. Search is certainly being affected by the increasingly social nature of online activities. Impacting the socialization of search are the factoring in of the social graph and social activities into search results. Also, online people increasingly turn to their social networks when seeking information, recognizing that these people are likely to lead them to results. In this keynote, you will gain insights into how social technologies are transforming the way people search for and discover information and how you can prepare your organization and create business advantage with this shift.
  • I believe that social networks will be like air. I’m not talking about social networking SITES like Facebook or MySpace. I’m talking about the relationships that each one of us has to the people who are important in our lives. I imagine a future where those connections will be anywhere and everywhere when and where you need them. And that they will be essential to our lives, like air. And without it in sufficient supply, we will feel not quite whole. We will look back in 5 years and think, wasn’t it quaint that we had to GO someplace to be social. So I believe that social networks will be like air – everywhere, and essential to your life.
  • 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.
  • KMWorld 2009 Presentation: Role of Social Technologis In Search and the Organizational Impact

    1. The Role Of Social Technologies In Search & How It Will Impact Your Organization Charlene Li Altimeter Group November 18, 2009 For slides, send an email to [email_address]
    2. We’ve come a long way from 10 blue links
    3. <ul><li>Bing integrates Twitter </li></ul><ul><li>Focuses on links </li></ul><ul><li>Prioritizes tweets </li></ul>Social content will move into main search results
    4. The impact on search
    5. Theme Social networks will be like air
    6. There’s now a culture of sharing
    7. The Engagement Pyramid builds on sharing
    8. People turn increasingly to social technologies to get work done Shared content gets integrated into search results
    9. Facebook Connect extends See what friend read/comment on
    10. Your site as you know it
    11. Your site with Google Sidewiki
    12. Integrate friends with GetGlue
    13. Reviews from people I know Source: Razorfish Note: This is a mock-up, not an actual product
    14. New ways of targeting marketing Demographic Geographic Psychographic Behavioral Socialgraphic
    15. Media6 identifies who is closest to you – your “network neighbor” “ Lisa” buys on Media6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved) 2 1 3 NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa
    16. How to prepare
    17. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal #1 Focus on relationships, not technologies
    18. Obama redefined political campaigns
    19. #2 Create learning organizations Use new listening platforms Identify in-house & external experts Know influence of key people
    20. Surface ideas with novel approaches
    21. Create a culture of sharing Internal blogs Yammer (internal Twitter)
    22. #3 Create new workflows Social technologies will disrupt traditional organization structures
    23. Social pressures traditional orgs Task Strategy Changes Market research Learn <ul><li>Monitor conversations </li></ul><ul><li>All employees listen & learn </li></ul>Marketing/Sales Dialog <ul><li>Any employee can converse </li></ul><ul><li>Bridge the consideration gap </li></ul>Customer support Help <ul><li>Proactively seek out problems </li></ul><ul><li>Enable customers to help </li></ul>Product development Innovate <ul><li>Seek ideas from customers </li></ul><ul><li>Broaden employees involved </li></ul>
    24. Ties these comments back to customers
    25. Integrating social updates into the enterprise
    26. #4 Be ready to give up control Photo: Kantor, http://
    27. Openness requires accountability The Sandbox Covenant
    28. The Red Cross handbook/policies help keep order
    29. #5 Fail fast, fail smart Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Encourage risk taking and forgive failures.
    30. Wal-mart failed many, many times
    31. Buyer blog hit the right note
    32. Summary <ul><li>Social networks will be like air. </li></ul><ul><li>Social will be integrated into all aspects of search, information, and organizations. </li></ul><ul><li>Be ready to give up control – you have no choice. </li></ul>
    33. Thank You Charlene Li Altimeter Group [email_address] Twitter: @charleneli For slides, send an email to [email_address] Copyright © 2009 Altimeter Group