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The Future Of Social Networks

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Presentation at SFAMA, January 12, 2010. Includes new concepts of social context providing relevancy, how to measure social technology benefit using lifetime value.

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The Future Of Social Networks

  1. The Future Of Social Networks<br />Charlene Li<br />Altimeter Group<br />January 12, 2010<br />1<br />San Francisco AMA<br />
  2. 2<br />Agenda<br />How to think about the future<br />What you should do about it<br />
  3. Social networks will be like air. <br />
  4. Universal sign-in<br />5<br />
  5. 6<br />Facebook Connect extends<br />See what friends read/comment on<br />
  6. Import friends into the experience<br />7<br />
  7. Social moves into enterprise apps<br />Salesforce Chatter<br />LinkedIn in Lotus Notes<br />8<br />
  8. Share updates back and forth<br />9<br />
  9. Social on TV and television sets<br />10<br />Conversation around news events<br />Verizon FiOS integrates Facebook & Twitter<br />
  10. Mobile making in-roads<br />11<br />And sends an ad<br />Foursquare “gestures” to friends<br />Gowalla gestures to everyone<br />
  11. Using social context to create relevance<br />12<br />Place<br />Data<br />Ideas<br />Items<br />Location & Objects<br />Asynchronous<br />Real-time<br />Intention<br />Time<br />Facebook<br />OpenSocial<br />People<br />
  12. 13<br />
  13. Socialgraphics<br />14<br />Demographic<br />Geographic<br />Psychographic<br />Behavioral<br />Socialgraphics<br />
  14. Engagement Pyramid<br />15<br />
  15. 16<br />There’s now a culture of sharing<br />
  16. Define Goals by Objective<br />17<br />
  17. How To Prepare<br />
  18. #1 Focus on relationships, not technologies<br />What kind of relationship do you want?<br />Transactional<br />Occasional<br />Impersonal<br />Short-term<br />Passionate<br />Constant<br />Intimate<br />Loyal<br />
  19. Obama redefined political campaigns<br />20<br />
  20. #2 Measure the right things<br />Your goals determine your metrics<br />Use the same metrics as your strategic goals<br />
  21. Example “micro” metrics<br />
  22. Measuring lifetime value in a new way<br />23<br /><ul><li> Percent that refer
  23. Size of their networks
  24. Percent of referred people who purchase
  25. Value of purchases</li></ul>+ Value of purchases<br />- Cost of acquisition<br />+ Value of new customers from referrals<br />+ Value of insights<br />+ Value of support<br />+ Value of ideas<br />= Customer lifetime value<br /><ul><li> Percent that provide support
  26. Frequency and value of the support</li></li></ul><li>#3 Create new workflows<br />Social technologies will disrupt traditional organization structures<br />
  27. Social pressures traditional orgs<br />
  28. 26<br />Ties these comments back to customers<br />
  29. 27<br />#4 Be Ready To Give Up Control<br />
  30. Openness requires accountability<br />The Sandbox Covenant<br />28<br />
  31. The Red Cross handbook/policies help keep order<br />http://sites.google.com/site/wharman/social-media-strategy-handbook<br />29<br />
  32. #5 Fail fast, fail smart<br />30<br />Identify the top 5-10 worst case scenarios.<br />Develop mitigation and contingency plans.<br />Encourage risk taking and forgive failures.<br />
  33. Wal-mart failed many, many times<br />31<br />
  34. Buyer blog hit the right note<br />
  35. 33<br />Summary<br />Social networks will be like air.<br />Use social context to create relevancy.<br />Be ready to give up control – you have no choice.<br />
  36. 34<br />34<br />Thank you<br />Charlene Li<br />charlene@altimetergroup.com<br />blog.altimetergroup.com<br />Twitter: charleneli<br />

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