The document discusses the rapid growth of social media platforms like Facebook and Twitter, highlighting their extensive user base and the shift of corporate spending towards social media for enhancing customer experience and communication. It emphasizes Facebook as a model for online identity and effective targeting through real-time data on user demographics and interests. The text also outlines various applications of social media in sales, customer service, and marketing, while addressing early challenges in location-based services.

1. The Social, Mobile Web
The Social, Mobile Web
Business in an Era of Twitter, Facebook,
and Unified Communications
Clara Shih
Author, The Facebook Era
CEO, Hearsay Labs
CEO, Hearsay Labs

2. Practice what we preach
@clarashih
#e2conf‐16
© thefacebookera.com 2009 @clarashih

4. Welcome to the Facebook & iPhone Era
Facebook. 300M users (+153%)
( )
8B mins/day
Twitter. 58M users (+1170%)
iPhone/iTouch. 57M users (+166%)
iPh /iT h 57M ( 166%)
Is email dead??
© thefacebookera.com 2009 @clarashih

5. Incredible growth of the social, mobile web
iPhone and iTouch Subscribers
Source: Apple Annual Report
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0
Jun‐07 Dec‐07 Jun‐08 Dec‐08 Jun‐09
© thefacebookera.com 2009 @clarashih

6. Winning mainstream audience appeal
Source: Nielsen Online Global Index, Dec 2008
© thefacebookera.com 2009 @clarashih

7. CXOs are shifting dollars to social media
CXOs are shifting dollars to social media
CMO Council – March 2009
CIO Executive Board –
October 2009
“ The top priorities on the CIO
agenda are respond to
economic recovery, enhance
customer experience, harness
unstructured information, and
craft a strategy for productivity
social media. ”
© thefacebookera.com 2009 @clarashih

8. Today
Identity
Communication
Application
© thefacebookera.com 2009 @clarashih

9. Facebook is the template for online identity
p y
Socially acceptable to share
Photos and interests Real‐time identity
Demographic info Where we are
Employer, school, city
Employer, school, city What we’re doing right now
g g
© thefacebookera.com 2009 @clarashih

10. Facebook Connect extends trusted identity to
y
any website or device
© thefacebookera.com 2009 @clarashih

11. Perfect targeting
© thefacebookera.com 2009 @clarashih

12. Facebook targeting
© thefacebookera.com 2009 @clarashih

13. Perfect targeting
+
“Something you like is nearby and your friends are there already”
© thefacebookera.com 2009 @clarashih

14. communication
© thefacebookera.com 2009 @clarashih

15. RS
PRODUCER
everybody‐to‐
everybody. always on.
y y y
CONTENT P
C
many‐to‐many
1‐1 1‐many
CONTENT CONSUMERS

16. Facebook and Twitter invented new modes
of communication
of communication
Lower cost
Foster weak ties
Bigger social networks
gg
© thefacebookera.com 2009 @clarashih

17. applications
pp
© thefacebookera.com 2009 @clarashih

18. Sales. Prospect, qualify, navigate, build trust
© thefacebookera.com 2009 @clarashih

19. Customer Service. Crowdsource to customers
© thefacebookera.com 2009 @clarashih

20. Marketing. Target, refer, opt‐in
© thefacebookera.com 2009 @clarashih

21. Location‐based services
Still early
Privacy model, dynamic requirements, critical mass
© thefacebookera.com 2009 @clarashih

22. Stay in touch
y
Clara Shih
CEO, Hearsay Labs
clara@hearsaylabs.com
y
http://facebook.com/thefacebookera
RELEASED APRIL 2009
© thefacebookera.com 2009 @clarashih