More Related Content Similar to Preparing For The Future Of Social Media (20) More from Charlene Li (20) Preparing For The Future Of Social Media1. 1
Preparing For The Future
Of Social Media
SFAMA
February 8, 2012
Charlene Li
Founder and Partner
2. 2
How Time Flies
iPhone Facebook Nexus One Facebook
Debut Connect Android Debut Timeline
Jan 2007 July 2008 January 2010 Sept 2011
Facebook iPhone App iPad Debut
Platform Store April 2010
May 2007 July 2008
© 2012 Altimeter Group
3. 3
Social media is a daily habit for most
Frequency of visits to Facebook
Visit at least daily
Visit less than daily
Source: Facebook From S-1 Registration Statement
© 2012 Altimeter Group
4. 4
Boom and bust cycle keeps repeating
Number of US venture capital deals
1995Q1-2011Q3
2500
2000
1500 Google IPO Facebook IPO
Netscape IPO
1000
500
0
Source: PricewaterhouseCoopers MoneyTree Report
© 2012 Altimeter Group
6. Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309
Social Media Will Be Like Air
© 2012 Altimeter Group
8. 8
#1 Consumers will reward transparent
companies with their loyalty
© 2012 Altimeter Group
10. 10
Is your company ready to be authentic
and transparent?
Opportunity: Build trust with every day transparency
© 2012 Altimeter Group
11. 11
#2 People want to be known
25-55 years old, married, kids, working,
graduate degree, travels a lot
© 2012 Altimeter Group
12. 12
Ways you can know me
I walk into my local grocery store
© 2012 Altimeter Group
13. 13
The store knows it’s me
• Social check-ins (Four Square, Yelp, Facebook Places)
• Near Field Communications
© 2012 Altimeter Group
14. 14
I get coupons to use right away
© 2012 Altimeter Group
15. 15
And connect my phone to in-store GPS
shopping cart
© 2012 Altimeter Group
16. 16
Mobile is a tool, not a strategy
From “Make An App For That: Mobile Strategies For Retailers, Feb 2012
Opportunity: Use data from trusted relationships
to build unique experiences
© 2012 Altimeter Group
17. 17
#3 Connected employees will create a
culture of sharing
Opportunity: Meet the groundswell of customers
with your own groundswell of employees
© 2012 Altimeter Group
18. Enterprise social networks use relationships to
create a social business
Transformation
• C-suite led
Optimization
• Predictive
• Department led
• Proactive
Collaboration
• Centrally managed
• Reactive
Connection
• Decentralized
• Ad-hoc
© 2012 Altimeter Group
19. 19
Leaderships means having followers
“Leadership is a relationship between those who
aspire to lead and those who choose to follow.”
- From “The Leadership Challenge”
© 2012 Altimeter Group
21. “You can imagine the Chatterati creating as
much value as an SVP in the organization by
sharing their institutional knowledge and
expertise - and we should look at
compensation structures with that in mind.”
- Marc Benioff, CEO of Salesforce.com
© 2012 Altimeter Group
2010
23. 23
The Takeaway – it’s time to get serious
Strategy
Discipline
Capabilities
© 2012 Altimeter Group
24. 24
Define Your Strategy With Goals
Dialog
Learn Support
Innovate
© 2012 Altimeter Group
25. 25
Strategy Project And Deliverables
3.
1. 2. Strategy
Organizational
Discovery Development
Development
A. Establish
A. Strategic Vision A. Social Readiness
Business Objectives
Statement Roadmap
and Metrics
B.
B. Opportunity B. Initiative
Monitoring/Analytics
Analysis Development
Roadmap
C. Customer C. Strategy C. Executive
Segment Analysis Roadmap Education
© 2012 Altimeter Group
26. 26
What kind of relationship do you want?
Transactional Loyal
Occasional Constant
Impersonal Authentic
Short-Term Long-Term
© 2012 Altimeter Group
27. Be disciplined about addressing your 27
Hierarchy of Needs
Holistic,
Real-time
Enlightenment Predictive
Empowerment,
Cross-Learning,
Enablement Measurement
Asset Inventory, Best Practice Sharing,
Formation Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Safety
Objectives, Policies, Education, Access
Foundation
© 2012 Altimeter Group
28. Most companies still don’t do this
28
Take reasonable
action to fix issue
and let customer
know action taken
Positive Negative Yes
Yes
No Do you want Assess the Evaluate the Does customer
to respond? message purpose need/deserve more
info?
No Yes Unhappy Yes Are the facts No Gently correct the
Response Customer? correct? facts
No
Yes Can you No Dedicated Yes Are the facts No
add value? Complainer? correct?
No Yes
Explain what is
Respond in Thank the Comedian Is the Yes being done to
kind & share person Want-to-Be? problem correct the issue.
being fixed?
No
Adapted from US Air Force Comment Policy Yes
Let post stand and
monitor.
© 2012 Altimeter Group
2011
29. 29
Creating capabilities is a priority…
But most organizations will spend less than
$25,000 on social media training
© 2012 Altimeter Group
30. 3
Offer training at all levels of the organization
Center of
Executives
Excellence
Business
Employees
Units
2012
© 2011 Altimeter Group
31. 31
Make sure you use the right metrics
The Social Media Measurement Compass
© 2012 Altimeter Group
32. Key capability:
The ability to
give up the need to
be in control
© 2012 Altimeter Group
2011
33. Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309
Social Media Will Be Like Air
© 2012 Altimeter Group
34. THANK YOU
Charlene Li
charlene@altimetergroup.com
charleneli.com
Twitter: charleneli
For slides, email slides@altimetergroup.com
© 2012 Altimeter Group
Editor's Notes Preparing For The Future Of Social MediaThe hotly anticipated Facebook IPO marks a watershed moment for social media -- no longer the bright shiny objective, it's time to stop dabbling and get serious. Yet most organizations look at social media as a check list -- got a presence on Facebook, Twitter, YouTube, Google+ and LinkedIn? Check it off the list. But unbeknownst to these leaders, much of the hard work still lies ahead. Charlene Li share what the future of social media looks like from our perch here in 2012 -- and what we need to do today to get ready. We'll discuss the detailed process of how to create a robust social business strategy that is holistic and integrated, as well as the core capabilities your organization must have in 2012 to be competitive. Where we have come from, timeline of how quickly things change. Social and especially Facebook is dominant How much do you really know about me? If we are going to be in a relationship, then I expect that you’ve taken the time to get to know me before we even meet. Trust becomes a significant issue. Relationship between privacy and permission Have a plan for everyday triage – as well as the crisis.