Social Media Revolution And Evolution


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Discussion about the journey of social media over the past 10 years, since I started covering it. A look at the past, present, and future of disruptive technology trends.

"Social Media Revolution and Evolution", presentation to Direct Marketing Association, Northern California Chapter, April 27, 2011

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  • Social Media Revolution And Evolution

    1. Social Media Revolution And Evolution<br />Charlene Li<br />Altimeter Group<br />April 27, 2011<br />Twitter: @charleneli<br />Email:<br />1<br />
    2. 2<br />
    3. How time flies<br />3<br /><ul><li>Facebook Platform
    4. May 2007
    5. Facebook Connect
    6. July 2008
    7. Iphone App Store
    8. July 2008
    9. Nexus One Android
    10. January 2010</li></li></ul><li>Past: Coherent Strategies<br />© 2010 Altimeter Group<br />
    11. 5<br />© 2011 Altimeter Group<br />
    12. 6<br />© 2011 Altimeter Group<br />
    13. It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
    14. 8<br />Four goals define your SocialStrategy<br />
    15. Allow all employees to Learn<br />9<br />What would happen if every employee could learn from customers?<br />
    16. How DellOutlet drives sales with Dialog<br />10<br />
    17. Support can be strategic<br />11<br />
    18. 12<br />Starbucks involved 50 People<br />to drive Innovation<br />© 2011 Altimeter Group<br />
    19. Actio: Create a Culture of Sharing<br />13<br />
    20. Present: Rethinking Leadership<br />© 2010 Altimeter Group<br />
    21. How to give up CONTROL<br />But still be in<br />COMMAND<br />© 2011 Altimeter Group<br />
    22. Open Leadership<br />16<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring commitment from people to accomplish goals<br />© 2011 Altimeter Group<br />
    23. Traits of Open Leaders<br />17<br />Authenticity<br />Transparency<br />
    24. Transparency as an imperative<br />18<br />
    25. How Best Buy created Open Leaders<br />19<br />© 2011 Altimeter Group<br />
    26. 20<br />© 2011 Altimeter Group<br />
    27. 21<br />© 2011 Altimeter Group<br />
    28. redefines leaders<br />Designated the top 25 users as “Chatterati” and invited to leadership offsite<br />© 2010 Altimeter Group<br />
    29. “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.”<br /> - Marc Benioff, CEO of<br />© 2010 Altimeter Group<br />
    30. No relationships are perfect<br />Google’s mantra:“Fail fast, fail smart”<br />Action: Prepare for Failure<br />24<br />© 2011 Altimeter Group<br />
    31. 25<br />Create <br />Sandbox <br />Covenants<br />© 2011 Altimeter Group<br />
    32. Future: Building Resilience<br />© 2010 Altimeter Group<br />
    33. 27<br />Identify and prioritizing disruptions that matter<br />User Experience<br /><ul><li>Is it easy for people to use?
    34. Does it enable people to connect in new ways?</li></ul>Business Model<br /><ul><li>Does it tap new revenue streams?
    35. Is it done at a lower cost?</li></ul>Ecosystem Value<br /><ul><li>Does it change the flow of value?
    36. Does it shift power from one player to another?</li></li></ul><li>“How personal relationships, individual opinions, powerful storytelling and social capital are helping brands…become more believable.”<br />1) Likenomics (credit to Rohit Bhargava)<br />28<br />Understand the supply, demand, and thus, value of Likes as social currency<br />See for Rohit’s take<br />
    37. Likenomics evaluation<br />29<br />User experience impact - moderate<br />People with high social currency will enjoy benefits, richer experiences, receive psychic income.<br />People with low social currency will find ways to get it.<br />Business model impact – moderate<br />New economics create opportunity for people who understand Likenomics to leverage gas.<br />The cost of accessing social currency will increase, and raise barriers to entry.<br />Ecosystem value impact – none<br />
    38. 30<br />2) Social Search – Beyond Friends to Interests<br />Social sharing rises as a search ranking signal, esp in the enterprise<br />Create a social content hub to gain traction<br />Use microformats to highlight granularity (e.g. hProduct & hReview)<br />
    39. Social Search evaluation<br />31<br />User experience impact - Moderate<br />Search becomes more useful, relevant to people.<br />Business model impact – Moderate<br />SEO takes on a different dimension, rewards companies with social currency, personalized experiences.<br />Ecosystem value impact – Moderate<br />New power brokers are social data/profile players who capture activity data and profiles.<br />Google has little of either.<br />
    40. Social monitoring merges with Web analytics<br />HOT: Omniture, Coremetrics/IBM, Webtrends<br />Technology like Hadoop makes it easy for companies to tap “Big Data”<br />E.g. New York Times making its archives public<br />Twitter archived by Library of Congress<br />Facebook Cassandra, Amazon Dynamo, Google BigTable<br />Data visualization tools make it easy to digest<br />Balancing privacy and personalization<br />3) Big Data<br />32<br />
    41. Big Data evaluation<br />33<br />User experience impact - Low<br />Most users won’t directly experience Big Data.<br />Business model impact – High<br />New businesses and initiatives can be started at very low cost.<br />Ecosystem value impact – Moderate<br />Owners of Big Data repositories can assert control, demand payments for access.<br />
    42. 34<br />4) Game-ification<br />
    43. TurboTax used “games” to encourage sharing and support<br />35<br />Social design can enter training, collaboration, support, hiring<br />
    44. Gamification evaluation<br />36<br />User experience impact – High<br />Experiences get richer, more engaging<br />Business model impact – Moderate<br />Work gets done faster, cheaper.<br />New organizational structures and cultures emerge.<br />Ecosystem value impact – Low<br />Service providers will remain focused, boutique firms.<br />
    45. 37<br />5) Curation<br />
    46. Curation evaluation<br />38<br />User experience impact – Moderate<br />User authority established from better curation, better content is organized well.<br />Business model impact – Moderate<br />Easier for businesses to create their content.<br />Ecosystem value impact – Moderate<br />Individuals challenge media and brands as authorities – and publishers that siphon off ad dollars.<br />
    47. Summary of disruptions<br />39<br />
    48. Action: Ask the Right Questionsabout Value<br />40<br />“We tend to overvalue the things we can measure, and undervalue the things we cannot.” <br /> - John Hayes, CMO of American Express<br />© 2011 Altimeter Group<br />
    49. Charlene Li<br /><br /><br />Twitter: charleneli<br />For slides, send an email to<br />For more information & to buy the book<br />visit<br />© 2011 Altimeter Group<br />