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  1. 1. The Future Of Social Networks<br />Charlene Li<br />Altimeter Group<br />January 12, 2010<br />1<br />San Francisco AMA<br />
  2. 2. 2<br />Agenda<br />How to think about the future<br />What you should do about it<br />
  3. 3.
  4. 4. Social networks will be like air. <br />
  5. 5. Universal sign-in<br />5<br />
  6. 6. 6<br />Facebook Connect extends<br />See what friends read/comment on<br />
  7. 7. Import friends into the experience<br />7<br />
  8. 8. Social moves into enterprise apps<br />Salesforce Chatter<br />LinkedIn in Lotus Notes<br />8<br />
  9. 9. Share updates back and forth<br />9<br />
  10. 10. Social on TV and television sets<br />10<br />Conversation around news events<br />Verizon FiOS integrates Facebook & Twitter<br />
  11. 11. Mobile making in-roads<br />11<br />And sends an ad<br />Foursquare “gestures” to friends<br />Gowalla gestures to everyone<br />
  12. 12. Using social context to create relevance<br />12<br />Place<br />Data<br />Ideas<br />Items<br />Location & Objects<br />Asynchronous<br />Real-time<br />Intention<br />Time<br />Facebook<br />OpenSocial<br />People<br />
  13. 13. 13<br />
  14. 14. Socialgraphics<br />14<br />Demographic<br />Geographic<br />Psychographic<br />Behavioral<br />Socialgraphics<br />
  15. 15. Engagement Pyramid<br />15<br />
  16. 16. 16<br />There’s now a culture of sharing<br />
  17. 17. Define Goals by Objective<br />17<br />
  18. 18. How To Prepare<br />
  19. 19. #1 Focus on relationships, not technologies<br />What kind of relationship do you want?<br />Transactional<br />Occasional<br />Impersonal<br />Short-term<br />Passionate<br />Constant<br />Intimate<br />Loyal<br />
  20. 20. Obama redefined political campaigns<br />20<br />
  21. 21. #2 Measure the right things<br />Your goals determine your metrics<br />Use the same metrics as your strategic goals<br />
  22. 22. Example “micro” metrics<br />
  23. 23. Measuring lifetime value in a new way<br />23<br /><ul><li> Percent that refer
  24. 24. Size of their networks
  25. 25. Percent of referred people who purchase
  26. 26. Value of purchases</li></ul>+ Value of purchases<br />- Cost of acquisition<br />+ Value of new customers from referrals<br />+ Value of insights<br />+ Value of support<br />+ Value of ideas<br />= Customer lifetime value<br /><ul><li> Percent that provide support
  27. 27. Frequency and value of the support</li></li></ul><li>#3 Create new workflows<br />Social technologies will disrupt traditional organization structures<br />
  28. 28. Social pressures traditional orgs<br />
  29. 29. 26<br />Ties these comments back to customers<br />
  30. 30. 27<br />#4 Be Ready To Give Up Control<br />
  31. 31. Openness requires accountability<br />The Sandbox Covenant<br />28<br />
  32. 32. The Red Cross handbook/policies help keep order<br />http://sites.google.com/site/wharman/social-media-strategy-handbook<br />29<br />
  33. 33. #5 Fail fast, fail smart<br />30<br />Identify the top 5-10 worst case scenarios.<br />Develop mitigation and contingency plans.<br />Encourage risk taking and forgive failures.<br />
  34. 34. Wal-mart failed many, many times<br />31<br />
  35. 35. Buyer blog hit the right note<br />
  36. 36. 33<br />Summary<br />Social networks will be like air.<br />Use social context to create relevancy.<br />Be ready to give up control – you have no choice.<br />
  37. 37. 34<br />34<br />Thank you<br />Charlene Li<br />charlene@altimetergroup.com<br />blog.altimetergroup.com<br />Twitter: charleneli<br />

Hinweis der Redaktion

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

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