The document discusses the evolution of social media business strategies post-2010, emphasizing the importance of user-generated content, segmented sales processes, and developing customer relationships over time. It highlights three future trends: the rise of independent agents and brokers in social commerce, the shifting dynamics in education and hiring driven by the internet, and the transformation into a data-driven web that connects individuals and content through related data. The overall message encourages creativity and honesty as key components for success in the rapidly changing online landscape.

1. Social media business
beyond 2010
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2. Who is successful
today?
• Companies that utilize the long tail and
user generated content to increase sales
incentives and segmentation
• People who use social media to
communicate
• Brands are dominant the dominant player -
both for companies as well as for people -
company brands and people brands
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3. Problems companies
are facing today?
• Organizational and internal
• Technical
• Also a problem of perspective
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4. What is business
online?
• Sales
• When you think sales you think conversion
• Conversion is a purchase event of a
product of some kind
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5. Social media conversion
doesn’t work this way!
• The user is not a searcher, she is a browser
• You cannot sell effectively to a browser - banners
have proven this time and time again
• In order to be successful you will have to divide
your sales process into levels where you develop a
customer relationship over time
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6. Value Ladder
Returning
Customer Investment
in
Time
Lead or
Money
Prospect
Suspect
Customer Value

7. Before you do this however you have to
be prepared to do two things
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8. General rules of
success
• Be honest in what you do
• Don’t do things you don’t have time to do
• Don’t try to bend the truth, but tell it as it is
• Never break a promise
• If you said you would be there, then be there
• If you build a product, then let it be that product
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9. Most of you are not even there yet.
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10. What will happen in
the coming years?
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11. Three things
• Emergence of Agent/Broker societies
• Education & Hiring
• The data driven web
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12. 1. Agent/brokers
• Everyone is producing content today
• Few or none are earning any money
• This is not durable
• What the web needs is social commerce
• Emerge: Independent agents and brokers
selling real stuff produced by people
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13. 1. Agent/brokers
• Why do I say this?
• The price of eCommerce is drastically decreasing
• Payment solutions are becoming well known,
trusted and virtually free to use
• What you need is supply and entrepreneurs
• Both of these groups are getting it!! So it is just a
matter of time
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14. 1. Agent/brokers
• What’s your opportunity?
• Give your products legs - split them into smaller
components
• Co-brand your brand with people - not with a
store
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15. 2. Education & Hiring
• The web is becoming language independent
• This gives access to a lot of knowledge
• The price of knowledge goes down
• The price of creativity goes up
• How do we educate and hire creative
people?
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16. 2. Education & Hiring
• What is your opportunity?
• Do not pay for knowledge, pay for
creativity and solutions.
• You can have a specialist at every single
position of your company without prices
sky rocketing
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17. 3. Data driven web
• What is the data driven web?
• Today we have documents that we give a specific
URL so that people can find them online
• The data driven web makes all of the words in
your document linked to related data that
describes them
• Complicated -- YES!!
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18. 3. Data driven web
• Example:
• You want to find all the restaurants in a city that is
liked by people who have similar taste as you
• Components
• City
• Liked restaurants
• Similar tastes
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19. 3. Data driven web
• Today we have a web consisting of content,
people and the links between them
• Tomorrow we will have a web that consist
of people, content and the data that relates
them to each other
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20. 3. Data driven web
• What’s the opportunity?
• What would you use all available
information in the world to create?
• Again -- Creativity...
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21. 3. Data driven web
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