KMWorld 2009 Presentation: Role of Social Technologis In Search and the Organizational Impact
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Presentation by Charlene Li at KMWorld 2009, November 18, 2009. Detailed notes by Bill Ives are available at http://bit.ly/6aXCmq
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KMWorld 2009 Presentation: Role of Social Technologis In Search and the Organizational Impact
- 1. The Role Of Social Technologies In Search & How It Will Impact Your Organization Charlene Li Altimeter Group November 18, 2009 For slides, send an email to [email_address]
- 2. We’ve come a long way from 10 blue links
- 4. The impact on search
- 5. Theme Social networks will be like air
- 6. There’s now a culture of sharing
- 7. The Engagement Pyramid builds on sharing
- 8. People turn increasingly to social technologies to get work done Shared content gets integrated into search results
- 9. Facebook Connect extends See what friend read/comment on
- 10. Your site as you know it
- 11. Your site with Google Sidewiki
- 12. Integrate friends with GetGlue
- 13. Reviews from people I know Source: Razorfish Note: This is a mock-up, not an actual product
- 14. New ways of targeting marketing Demographic Geographic Psychographic Behavioral Socialgraphic
- 15. 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
- 16. How to prepare
- 17. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal #1 Focus on relationships, not technologies
- 18. Obama redefined political campaigns
- 19. #2 Create learning organizations Use new listening platforms Identify in-house & external experts Know influence of key people
- 20. Surface ideas with novel approaches
- 21. Create a culture of sharing Internal blogs Yammer (internal Twitter)
- 22. #3 Create new workflows Social technologies will disrupt traditional organization structures
- 24. Ties these comments back to customers
- 25. Integrating social updates into the enterprise
- 26. #4 Be ready to give up control Photo: Kantor, http:// www.flickr.com/photos/kantor
- 27. 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 Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Encourage risk taking and forgive failures.
- 30. Wal-mart failed many, many times
- 31. Buyer blog hit the right note
- 33. Thank You Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Twitter: @charleneli For slides, send an email to [email_address] Copyright © 2009 Altimeter Group
Notas del editor
- The Role Of Social Technologies In Search And How It Will Impact Your Organization Social technologies are transforming the way that people use the Web, and with it, the way that companies engage with their customers and employees. Search is certainly being affected by the increasingly social nature of online activities. Impacting the socialization of search are the factoring in of the social graph and social activities into search results. Also, online people increasingly turn to their social networks when seeking information, recognizing that these people are likely to lead them to results. In this keynote, you will gain insights into how social technologies are transforming the way people search for and discover information and how you can prepare your organization and create business advantage with this shift.
- 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.
- 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.