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

1. The Future Of Social Networks Charlene Li Altimeter Group January 12, 2010 1 San Francisco AMA

2. 2 Agenda How to think about the future What you should do about it

4. Social networks will be like air.

5. Universal sign-in 5

6. 6 Facebook Connect extends See what friends read/comment on

7. Import friends into the experience 7

8. Social moves into enterprise apps Salesforce Chatter LinkedIn in Lotus Notes 8

9. Share updates back and forth 9

10. Social on TV and television sets 10 Conversation around news events Verizon FiOS integrates Facebook & Twitter

11. Mobile making in-roads 11 And sends an ad Foursquare “gestures” to friends Gowalla gestures to everyone

12. Using social context to create relevance 12 Place Data Ideas Items Location & Objects Asynchronous Real-time Intention Time Facebook OpenSocial People

13. 13

14. Socialgraphics 14 Demographic Geographic Psychographic Behavioral Socialgraphics

15. Engagement Pyramid 15

16. 16 There’s now a culture of sharing

17. Define Goals by Objective 17

18. How To Prepare

19. #1 Focus on relationships, not technologies What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal

20. Obama redefined political campaigns 20

21. #2 Measure the right things Your goals determine your metrics Use the same metrics as your strategic goals

22. Example “micro” metrics

24. Size of their networks

25. Percent of referred people who purchase

28. Social pressures traditional orgs

29. 26 Ties these comments back to customers

30. 27 #4 Be Ready To Give Up Control

31. Openness requires accountability The Sandbox Covenant 28

32. The Red Cross handbook/policies help keep order http://sites.google.com/site/wharman/social-media-strategy-handbook 29

33. #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.

34. Wal-mart failed many, many times 31

35. Buyer blog hit the right note

36. 33 Summary Social networks will be like air. Use social context to create relevancy. Be ready to give up control – you have no choice.

37. 34 34 Thank you Charlene Li charlene@altimetergroup.com blog.altimetergroup.com Twitter: charleneli