WITI: Groundswell, the Future Of Social Networks


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Presentation on how to use social technologies, now and in the future, at the WITI conference, June 16, 2009 in Santa Clara, CA

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  • WITI: Groundswell, the Future Of Social Networks

    1. Groundswell: The Future Of Social Networks Charlene Li Altimeter Group June 16, 2009 If you would like a copy of the slides, please leave a business card with me.
    2. Welcome to the Groundswell Where social technologies enable people to get what they need from each other
    3. What company engagement looks like
    4. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
    5. Four strategies, start with Learn
    6. Learn with monitoring tools
    7. At Southwest, a planner talks Post has received 98 comments over 10 days In the future, everyone is a marketer
    8. Cable problems? Who do you call?
    9. BlueShirtNation.com supports Best Buy’s front line employees
    10. Starbucks innovates across the organization
    11. Social networks will be like air
    12. Reviews from people I know Source: Razorfish Note: This is a mock-up, not an actual product
    13. Three things are needed to make social networks like air <ul><li>Identity – who you are </li></ul><ul><li>Contacts - who you know </li></ul><ul><li>Activities – what you do </li></ul>And it’s still very early, so patience is needed
    14. My identity, in context Author, researcher, strategist Chauffeur, cook, play date organizer
    15. Social aggregators can map your relationships Source: 33Across <ul><li>Map explicit relationships </li></ul><ul><li>Identify “Influencers” who are connected AND share </li></ul><ul><li>Vendors: </li></ul><ul><li>33Across </li></ul><ul><li>Lotame </li></ul><ul><li>- Rapleaf </li></ul>
    16. Implicit social data fills in the relationship gaps
    17. Aggregators can build rich profiles Who I email the most Who I meet with Who I call What I read and share What sites I visit What I buy Who I know, what I did
    19. Sharing activities to networks Publish reviews from CitySearch to Facebook Both CitySearch and Facebook get behavior and sharing data Bring friends to CitySearch
    20. “ Birds of a feather shop together” “ Lisa” buys on NineWest.com 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
    21. #1 Get the right people on the bus
    22. Find your revolutionaries Lionel Menchaca Dell Ed Terpening Wells Fargo Paula Drum H&R Block
    23. #2 Start small, but start now Tactics Audience Goal Revolutionary
    24. #3 Evaluate where and how social you will be <ul><li>Identify where social network data and content can/should be integrated into your business </li></ul><ul><li>Leverage existing identity and social graphs where your audience already is, e.g. Facebook Connect, Google Connect, LinkedIn </li></ul><ul><li>Personally, organize your friends and figure out your personal social strategy </li></ul><ul><li>Find your trust agents and partners </li></ul><ul><ul><li>“ In Google I trust”, or someone else? </li></ul></ul>
    25. #4 Prepare for a new organization New forms of leadership will be needed
    26. #5 Measure the right things Your goals determine your metrics Use the same metrics as your marketing goals
    27. Example “micro” metrics Goal Metric Value Learn # of customer feedback Impact of faster, better insights Dialog # of people reached # of interactions Awareness Faster, more sales Help # of issues addressed Customer satisfaction Innovate # of implemented ideas Faster, better development
    28. Higher order metrics to consider How likely are you to recommend this to someone you know? Net Promoter Score Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV) Lifetime Value
    29. #6) Embrace the loss of control Photo: Kantor, http://www.flickr.com/photos/kantor
    30. An essential tool to have
    31. Thank You Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Twitter: @charleneli If you would like a copy of the slides, please leave a business card with me. Copyright © 2009 Altimeter Group