16. User intent becomes clearer with geographic, time, & social context Search nearby Search on route Time of day Friends nearby Places with friends’ reviews
17. Reviews from people I know Source: Razorfish Note: This is a mock-up, not an actual product
19. New ways of targeting marketing Demographic Geographic Psychographic Behavioral Social-graphic
20. Media6 identifies who is closest to you – your “network neighbor” “ 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.
22. How Social CRM will work with search Search ads tailored to customers Engagement results in organic links
24. #1 Focus on people, not keywords It’s about the relationships
25. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
http://www.bing.com/search?q=madonna&go=&form=QBLH&qs=n Looks at the relationships between the ten blue links. Table of contents built into the side, completely algorithmically built.
http://www.youtube.com/watch?v=5YGc4zOqozo A disgruntled musician puts to words his frustration with United Airlines’s customer service. This video went viral immediately.
I believe that social networks will be like air. I’m not talking about social networking SITES like Facebook or MySpace. I’m talking about the relationships that each one of us has to the people who are important in our lives. I imagine a future where those connections will be anywhere and everywhere when and where you need them. And that they will be essential to our lives, like air. And without it in sufficient supply, we will feel not quite whole. We will look back in 5 years and think, wasn’t it quaint that we had to GO someplace to be social. So I believe that social networks will be like air – everywhere, and essential to your life.
Track transactions, not even reviews.
The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate? To help you think about this, I have a simple idea.
Source: Screenshot taken from demonstration
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Comcast is a cable provider in the US, and they have a reputation for poor service. They use Twitter to talk with people who are having problems. I used this site and Frank took great care of me. He is changing the face of Comcast, one tweet at a time.
Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.