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The Future Of Social Networks,[object Object],Charlene Li,[object Object],Altimeter Group,[object Object],January 12, 2010,[object Object],1,[object Object],San Francisco AMA,[object Object]
2,[object Object],Agenda,[object Object],How to think about the future,[object Object],What you should do about it,[object Object]
The Future Of Social Networks
Social networks will be like air. ,[object Object]
Universal sign-in,[object Object],5,[object Object]
6,[object Object],Facebook Connect extends,[object Object],See what friends read/comment on,[object Object]
Import friends into the experience,[object Object],7,[object Object]
Social moves into enterprise apps,[object Object],Salesforce Chatter,[object Object],LinkedIn in Lotus Notes,[object Object],8,[object Object]
Share updates back and forth,[object Object],9,[object Object]
Social on TV and television sets,[object Object],10,[object Object],Conversation around news events,[object Object],Verizon FiOS integrates Facebook & Twitter,[object Object]
Mobile making in-roads,[object Object],11,[object Object],And sends an ad,[object Object],Foursquare “gestures” to friends,[object Object],Gowalla gestures to everyone,[object Object]
Using social context to create relevance,[object Object],12,[object Object],Place,[object Object],Data,[object Object],Ideas,[object Object],Items,[object Object],Location & Objects,[object Object],Asynchronous,[object Object],Real-time,[object Object],Intention,[object Object],Time,[object Object],Facebook,[object Object],OpenSocial,[object Object],People,[object Object]
13,[object Object]
Socialgraphics,[object Object],14,[object Object],Demographic,[object Object],Geographic,[object Object],Psychographic,[object Object],Behavioral,[object Object],Socialgraphics,[object Object]
Engagement Pyramid,[object Object],15,[object Object]
16,[object Object],There’s now a culture of sharing,[object Object]
Define Goals by Objective,[object Object],17,[object Object]
How To Prepare,[object Object]
#1 Focus on relationships, not technologies,[object Object],What kind of relationship do you want?,[object Object],Transactional,[object Object],Occasional,[object Object],Impersonal,[object Object],Short-term,[object Object],Passionate,[object Object],Constant,[object Object],Intimate,[object Object],Loyal,[object Object]
Obama redefined political campaigns,[object Object],20,[object Object]
#2 Measure the right things,[object Object],Your goals determine your metrics,[object Object],Use the same metrics as your strategic goals,[object Object]
Example “micro” metrics,[object Object]
Measuring lifetime value in a new way,[object Object],23,[object Object],[object Object]
 Size of their networks
 Percent of referred people who purchase
 Value of purchases+ Value of purchases,[object Object],- Cost of acquisition,[object Object],+ Value of new customers from referrals,[object Object],+ Value of insights,[object Object],+ Value of support,[object Object],+ Value of ideas,[object Object],= Customer lifetime value,[object Object],[object Object]
 Frequency and value of the support,[object Object]
Social pressures traditional orgs,[object Object]
26,[object Object],Ties these comments back to customers,[object Object]
27,[object Object],#4 Be Ready To Give Up Control,[object Object]
Openness requires accountability,[object Object],The Sandbox Covenant,[object Object],28,[object Object]
The Red Cross handbook/policies help keep order,[object Object],http://sites.google.com/site/wharman/social-media-strategy-handbook,[object Object],29,[object Object]
#5 Fail fast, fail smart,[object Object],30,[object Object],Identify the top 5-10 worst case scenarios.,[object Object],Develop mitigation and contingency plans.,[object Object],Encourage risk taking and forgive failures.,[object Object]
Wal-mart failed many, many times,[object Object],31,[object Object]

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The Future Of Social Networks

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  • 25. Percent of referred people who purchase
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Notas del editor

  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.