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The Future Of Social Networks Charlene Li Altimeter Group January 12, 2010 1 San Francisco AMA
2 Agenda How to think about the future What you should do about it
Social networks will be like air.
Universal sign-in 5
6 Facebook Connect extends See what friends read/comment on
Import friends into the experience 7
Social moves into enterprise apps Salesforce Chatter LinkedIn in Lotus Notes 8
Share updates back and forth 9
Social on TV and television sets 10 Conversation around news events Verizon FiOS integrates Facebook & Twitter
Mobile making in-roads 11 And sends an ad Foursquare “gestures” to friends Gowalla gestures to everyone
Using social context to create relevance 12 Place Data Ideas Items Location & Objects Asynchronous Real-time Intention Time Facebook OpenSocial People
13
Socialgraphics 14 Demographic Geographic Psychographic Behavioral Socialgraphics
Engagement Pyramid 15
16 There’s now a culture of sharing
Define Goals by Objective 17
How To Prepare
#1 Focus on relationships, not technologies What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal
Obama redefined political campaigns 20
#2 Measure the right things Your goals determine your metrics Use the same metrics as your strategic goals
Example “micro” metrics
Measuring lifetime value in a new way 23 ,[object Object]
 Size of their networks
 Percent of referred people who purchase
 Value of purchases+ Value of purchases - Cost of acquisition + Value of new customers from referrals + Value of insights + Value of support + Value of ideas = Customer lifetime value ,[object Object]
 Frequency and value of the support,[object Object]
Social pressures traditional orgs
26 Ties these comments back to customers
27 #4 Be Ready To Give Up Control
Openness requires accountability The Sandbox Covenant 28
The Red Cross handbook/policies help keep order http://sites.google.com/site/wharman/social-media-strategy-handbook 29
#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.
Wal-mart failed many, many times 31

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Hinweis der Redaktion

  1. The more you fill in, the more context to your customers.
  2. 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.