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Future of the Social Web
Roundtable
Event Summary and Findings
Jeremiah Owyang
Senior Analyst, Social Computing

Forrester Research
Tue, Oct 14th, 2008
Agenda

 • Roundtable purpose
 • Process: group think, vertical breakouts, and
   solution unconference
 • Details of the four predictions, challenges and
   solutions
 • Event summary




 3
Entire contents © 2008 Forrester Research, Inc. All rights reserved.
For the first time, on Oct 14th, 2008, thirty-eight
 representatives from key brands and social media
vendors gathered to discuss the future of the social
                         web.
This presentation is the group findings from this no-
    cost roundtable lead by Forrester Research.
Roundtable Objectives

 1. Generate four predictions, challenges, and
    solutions.
 2. Develop relationships ecosystem for partners,
    vendors, and clients.
 3. Continue to fuel Forrester’s leadership as a
    research firm focused on social computing.




  5
 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
A cross section of industries were present:

 • Brands
 • CMS
 • CRM
 • Web Analytics
 • Applications, Widgets
 • Buzz Monitoring
 • Social Networks
 • Search

  6
 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Leaders from key companies
Brands
                                                                       Widgets/Applications
• Scott Lawley, SAP                                                    •Rooly Eliezerov, Gigya
• Len Devanna, EMC                                                     •Will Price, Widgetbox
• Brian Ellefritz, Cisco                                               •Jeff Nolan, Newsgator

• Faith Legendre, Webex                                                Social Networks
• Bob Duffy, Intel                                                     •Chris Schalk, Google
• Joel Nathanson, Wells Fargo                                          •David Recordon, Six Apart, OpenID
                                                                       •Surya Yalamanchili, LinkedIn
• Joshua-Michéle Ross, O’Reilly
• Karl Long, Nokia                                                     Community Platforms, CMS
                                                                       •John McCormick, Documentum EMC
• Paul Gilliham, Juniper Networks                                      •Adam Weinroth, Pluck
• Tom Diederich, Cadence                                               •Bryan House, Acquia
                                                                       •Cameron Deatsch , Jive
• Justin Kestelyn, Oracle                                              •David Carter, Awareness
                                                                       •Lyle Fong, Lithium
Brand Monitoring, Analytics                                            •Michael Chin, Kickapps
                                                                       •Mike Walsh, Leverage Software
• Brad Brodigan, Biz 360                                               •Rob Howard, Telligent
• Aaron Gray, Web Trends                                               •Rusty Williams, Mzinga
                                                                       •Peter Friedman, LiveWorld
CRM, Enterprise Applications
• Sandy Carter, IBM
• Param Kahlon, SAP
• Oracle
• Eugene Lee, SocialText
 7
Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Attendee Roles and Schedule
 Roles
 •       Common roles from the brand side: Social Media Strategist, Community Manager
 •       Common roles from the vendor Side: VP, C level, Product Manager, Founder, Alliances, Developer Community.
 •       Some attendees flew in from Canada, New York, and Boston.


 Event Schedule
 •       10:00: Welcome Icebreaker (Lead by Kenny Lauer of GPJ)
 •       10:30: Group Introductions
 •       11:15: Event Premise, Guidelines, and Housekeeping
 •       11:30: Dream Session: Future of the Social Web
 •       12:30: Lunch and Networking
 •       1:30: Roadblock Session: Industry Challenges
 •       3:30: Break
 •       3:30: Solution Session: Overcoming Roadblocks
 •       5:00: Findings and Next Steps
 •       6:00: Cocktails
 •       7:30: Optional Dinner at Blue Chalk Grill and Bar, Palo Alto, No-host




     8
 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Recent Highlights of the Social Web
                                                                             Ning funded $60m, Apr 08
                                     Yahoo
                Microsoft’s          acquires
                Channel 9                     Tim O’Reilly                                Telligent funded $20m, Sept 08
                                     Flickr,
                Launches,            Mar 05 defines Web                       Twitter
                Mar 04                        2.0, Aug 05                     grows at    Mzinga acquires
                                                                              SXSW        Prospero, Mar 08


Social Web
Has been
here for              2004                    2005                    2006               2007          2008
many years





                                                          $1.65 Billion in
                                                          Stock.quot;Google
                         State of The                     press release,                    OpenSocial launches, Oct 07
                         Blogosphere,                         Oct 06
                         March 2005,                             Facebook’s F8 launches, May 07
                         Part 1
                                                                  Demand buys Pluck $75M, Apr 08


       9
      Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Yet where do we go from here?

        ?

                                      ?                                      ?




            2009                     2010                     2012   2013   2014




                                                                        ?

                                                        ?



10 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
…and beyond

        ?

                                      ?                                      ?




            2015                     2016                     2017   2018   2019




                                                                        ?

                                                        ?



11 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
It is not the strongest of the
                               species that survives, nor the
                               most intelligent that survives. It
                                 is the one that is the most
                                     adaptable to change.
                                                                     –Charles Darwin




12 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Disclosure and Intents
 • Group collaboration is the priority
 • Soft NDA:
       » 12 findings will be published in public
       » Publish thoughts at high level –but not companies or individuals
         (without consent)
       » Signal to group if off the record
 • About Forrester’s Methodology Process
       » Analysts will continue to lean on the successful and traditional research
         methodology process
       » The findings from this event are only one element of many of the
         research process




13 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Agenda

 • Roundtable purpose
 • Process: group think, vertical breakouts, and
   solution unconference
 • Details of the four predictions, challenges and
   solutions
 • Event summary




14 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Prediction Generation: As a single group attendees
  were tasked to generate predictions to the social
                        web




15 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Dozens of ideas were generated…




16 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Yet distilled to four key findings…then voted by all




 17 contents © 2008
 Entire               Forrester Research, Inc. All rights reserved.
Groups were split by industry, and tasked to
          determine challenges for each of the four
                        predictions:




18 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Patterns emerged from the ‘Challenge’ findings
Color coding indicates similar findings from each vertical

 Brands (theme: lack of                          Brand Monitoring,            CMS/Community
   standards)                                      Analytics, CRM, ERP         Platforms
                                                 • 1) Organizational          • 1) Brands don’t know
 • 1) Managing the culture                         boundaries
   shift.                                          (physical/cultural) and      how to measure.
                                                   silos prevent adoption.    • 2) Exposure and control
 • 2) Reorientating the
                                                 • 2) Brand stewardship         issues, brands don’t
   organization to deliver                         by monitoring your
   value to the community                                                       want to get “burned”.
                                                   brand wherever they
   first.                                          are.                       • 3) Fear of
 • 3) Complete overhaul of                       • 3) Rules within              repercussions of doing
   the HR (legal) function                         corporate culture            something not culturally
                                                   prevent adoption.            accepted.
   needed.
                                                 • 4) Users may have trust
 • 4) Standards around                             issues with a single ID.   • 4) Brands want to own
   identity                                                                     the data




 19 contents © 2008
 Entire               Forrester Research, Inc. All rights reserved.
Solution Generation

 • In an unconference style workshop, attendees could
   join any of the “challenge” stations to develop
   “solutions” or create their own session.




20 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Agenda

 • Roundtable purpose
 • Process: group think, vertical breakouts, and
   solution unconference
 • Details of the four predictions, challenges and
   solutions
 • Event summary




21 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Prediction 1:
                               Community will participate
                              in all aspects of marketing/
                                     strategy, product
                               development, and support




22 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Finding 1: Overview

 • Prediction: Community will participate in all aspects
   of marketing/strategy, product development, and
   support.
 • Challenge: Yet brands will have difficulty managing
   the culture shift.
 • Solution: Develop a business program to create
   incremental benefits.




23 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Finding 1: Solutions
 • Teams broke out “unconference” style to develop solutions to meet
   challenge, and generated the following suggestions:
       » Develop a program to create incremental benefits.
             – Provide case studies from other companies that have done this is
               successful.
             – Create urgency: develop actual ‘skunk works’ projects that are
               sponsored, as well as bottom-up.
             – Be able to communicate to stakeholders why this matters.
             – Cultures is communicated through Language, story, and cultural
               norms.
       » Vendors –and brands – need to have a common language and
         nomenclature.
       » Case Study
             – One brand had a 1 day training that lasted for 8 weeks internal
               mandatory training, that kicked off pilots. IBM. Also, Cisco, and
               Cadence did this (agreed to be public knowledge)

24 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Prediction 2:
                                Brands to be present and
                                participate where organic
                                 communities exist –not
                                 just corporate created
                                       communities




25 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Finding 2: Overview

 • Prediction: Brands present and participate where
   organic communities exist –not just corporate
   created communities
 • Challenge: Reorientating the organization to deliver
   value to the community first.
 • Solution: Brands require monitoring tools, internal
   training and processes, in order to deliver value to
   communities where they exist.




26 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Finding 2: Solution
 • Brands require monitoring tools, internal training, in order to deliver value to communities where
   they exist.
       » Identify Benefits
             – Set goals, reward with perks and measure
       » Having monitoring tools: including sentiment
       » Training your employees
       » Provide a voice of authority from company within the community
       » Trust: Community needs to trust brand to be conversational, transparent, and accountable.
       » Enabling and amplifying 3rd party experts and SMEs
       » Community Platform vendors should build technology to extend brand communities to
         organic communities.
 • Brands want to be able:
       » To attach their content to communities where it exists, yet maintain content integrity, as
         well as measure results, then understand what the customers outcomes.
 • Challenge point
       » How is this different than RSS?




27 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Finding 2: Solution (continued)
 • Potential fix?
       » Could there be a contextual ‘ad’ that would be able to pull in content?
       » A widget that could: find the problem, connect, and then deliver content.
       » It’s a learning management system, and finds content and then ties it together
         to need by ‘dropping module’
 • Is there a need to collect customer information on 3rd party communities to tie
   into existing CRM systems?
       » Not a strong demand (from this group, half is B2B)
       » Although some sales folks could be interested.
 • Challenges:
       » Concerns about accuracy over data that’s being collected.




28 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Prediction 3:
                                  Work style evolves as
                                 employees collaborate
                                beyond colleagues to get
                                      work done




29 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Finding 3: Overview

 • Prediction: Work style evolves as employees
   collaborate beyond colleagues to get work done
 • Challenge: Yet rules within corporate culture
   prevent adoption
 • Solution: Develop strategy for internal process
   change




30 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Finding 3: Solution
       » Create evidence and best practice of leadership companies on
         the best in class companies.
       » Update current companies code of conduct
       » Pick a project and pilot a social media project, and measure
         business results.
       » Ensure there’s top down sponsorship
       » Share best practices and education throughout enterprise.
       » Setup a community for internal evangelists.




31 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Prediction 4:
                                   One identity with
                              controllable multiple facets
                              empowers users to control
                                their web experience




32 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Finding 4: Overview

 • Prediction: One identity with controllable multiple
   facets empowers users to control their web
   experience.
 • Challenge: Industry does not agree what should be
   portable, and how it should be, resulting in no trust
 • Solution: Despite this being a prediction, market
   demand doesn’t yet exist to spur adoption and
   innovation




33 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Solution 4: Solution
 This wasn’t a station that was attended during unconference, yet as a group this
   was discussed.
 • Technology adoption that need to happen at user and platform level
 • Brands are prioritizing this as lower, as SSO has greater priority.
 • Most attendees are familiar with OpenID
 • There’s a challenge getting OpenID to be adopted by early adopters.
 • Until we’re losing customers we don’t want to do it.
 • Brands present don’t have the core business need, as they’re still trying to get full
   social media programs.
 • Metadata APIs is more important




 34 contents © 2008
 Entire               Forrester Research, Inc. All rights reserved.
Additional Group Discussions: Measurement
 • Measurement was a recurring theme throughout the breakout teams.
       » Question to brands: “What would you choose to measure to cause you to use social
         media”
             – Brand response: What was the business benefit and outcome of the effort.
             – Optimizing social media mix: “Doing social or traditional alone doesn’t work,
               integrated works, therefore would want to see a scoreboard that measures mix”
             – Brand says they want different attributes: Engagement, loyalty, word of mouth,
               interaction, awareness.
             – Brand says they want to measure movement in the marketing funnel
             – Brand says they want to measure “temperature of conversations” like net promoter,
               or amount of support tickets that are being solved, as what product management is
               getting out of
       » Challenge: Vendors are all different
             – Three types of measurement: Platform (log files), Analytics (tags), Sentiment,
               (spiders)
             – There isn’t consistency among vendors
                     • Operational (page views, posts)
                     • Analytics is looking for
                     • Sentiment is looking for buzz
       » Solution: Suggest a measurement standards board

35 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Agenda

 • Roundtable purpose
 • Process: group think, vertical breakouts, and
   solution unconference
 • Details of the four predictions, challenges and
   solutions
 • Event summary




36 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Summary
• The social web industry was able to collaborate towards a
  single goal.
• Predictions generated weren’t “earth-shattering” yet group
  consensus confirmed industry direction.
• Most challenges indicated culture and change management
  processes within corporations –not a technology issue.
• The social web is still in early stages –standards have not been
  fully been developed nor adopted.
• Measurement continues to be a key issue to determine
  progress and value –as well as a lack of standards.
• Key relationships were developed pan-industry.


37 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Thanks to:

 • SAP event host
 • George P Johnson Events Team
       » Kenny Lauer
       » Molly Weston
       » Misha Andaya

 • Forrester Research




38 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.
Contact information
                         Jeremiah Owyang
                         Senior Analyst
                         Social Computing for the Interactive Marketer
                         Forrester Research
                         Email: jowyang@forrester.com
                         Blog: web-strategist.com/blog
                         Twitter: @jowyang




39 contents © 2008
Entire               Forrester Research, Inc. All rights reserved.

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Minixsmp

  • 2. Future of the Social Web Roundtable Event Summary and Findings Jeremiah Owyang Senior Analyst, Social Computing Forrester Research Tue, Oct 14th, 2008
  • 3. Agenda • Roundtable purpose • Process: group think, vertical breakouts, and solution unconference • Details of the four predictions, challenges and solutions • Event summary 3 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
  • 4. For the first time, on Oct 14th, 2008, thirty-eight representatives from key brands and social media vendors gathered to discuss the future of the social web. This presentation is the group findings from this no- cost roundtable lead by Forrester Research.
  • 5. Roundtable Objectives 1. Generate four predictions, challenges, and solutions. 2. Develop relationships ecosystem for partners, vendors, and clients. 3. Continue to fuel Forrester’s leadership as a research firm focused on social computing. 5 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
  • 6. A cross section of industries were present: • Brands • CMS • CRM • Web Analytics • Applications, Widgets • Buzz Monitoring • Social Networks • Search 6 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
  • 7. Leaders from key companies Brands Widgets/Applications • Scott Lawley, SAP •Rooly Eliezerov, Gigya • Len Devanna, EMC •Will Price, Widgetbox • Brian Ellefritz, Cisco •Jeff Nolan, Newsgator • Faith Legendre, Webex Social Networks • Bob Duffy, Intel •Chris Schalk, Google • Joel Nathanson, Wells Fargo •David Recordon, Six Apart, OpenID •Surya Yalamanchili, LinkedIn • Joshua-Michéle Ross, O’Reilly • Karl Long, Nokia Community Platforms, CMS •John McCormick, Documentum EMC • Paul Gilliham, Juniper Networks •Adam Weinroth, Pluck • Tom Diederich, Cadence •Bryan House, Acquia •Cameron Deatsch , Jive • Justin Kestelyn, Oracle •David Carter, Awareness •Lyle Fong, Lithium Brand Monitoring, Analytics •Michael Chin, Kickapps •Mike Walsh, Leverage Software • Brad Brodigan, Biz 360 •Rob Howard, Telligent • Aaron Gray, Web Trends •Rusty Williams, Mzinga •Peter Friedman, LiveWorld CRM, Enterprise Applications • Sandy Carter, IBM • Param Kahlon, SAP • Oracle • Eugene Lee, SocialText 7 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
  • 8. Attendee Roles and Schedule Roles • Common roles from the brand side: Social Media Strategist, Community Manager • Common roles from the vendor Side: VP, C level, Product Manager, Founder, Alliances, Developer Community. • Some attendees flew in from Canada, New York, and Boston. Event Schedule • 10:00: Welcome Icebreaker (Lead by Kenny Lauer of GPJ) • 10:30: Group Introductions • 11:15: Event Premise, Guidelines, and Housekeeping • 11:30: Dream Session: Future of the Social Web • 12:30: Lunch and Networking • 1:30: Roadblock Session: Industry Challenges • 3:30: Break • 3:30: Solution Session: Overcoming Roadblocks • 5:00: Findings and Next Steps • 6:00: Cocktails • 7:30: Optional Dinner at Blue Chalk Grill and Bar, Palo Alto, No-host 8 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
  • 9. Recent Highlights of the Social Web Ning funded $60m, Apr 08 Yahoo Microsoft’s acquires Channel 9 Tim O’Reilly Telligent funded $20m, Sept 08 Flickr, Launches, Mar 05 defines Web Twitter Mar 04 2.0, Aug 05 grows at Mzinga acquires SXSW Prospero, Mar 08 Social Web Has been here for 2004 2005 2006 2007 2008 many years  $1.65 Billion in Stock.quot;Google State of The press release, OpenSocial launches, Oct 07 Blogosphere, Oct 06 March 2005, Facebook’s F8 launches, May 07 Part 1 Demand buys Pluck $75M, Apr 08 9 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
  • 10. Yet where do we go from here? ? ? ? 2009 2010 2012 2013 2014 ? ? 10 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 11. …and beyond ? ? ? 2015 2016 2017 2018 2019 ? ? 11 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 12. It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change. –Charles Darwin 12 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 13. Disclosure and Intents • Group collaboration is the priority • Soft NDA: » 12 findings will be published in public » Publish thoughts at high level –but not companies or individuals (without consent) » Signal to group if off the record • About Forrester’s Methodology Process » Analysts will continue to lean on the successful and traditional research methodology process » The findings from this event are only one element of many of the research process 13 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 14. Agenda • Roundtable purpose • Process: group think, vertical breakouts, and solution unconference • Details of the four predictions, challenges and solutions • Event summary 14 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 15. Prediction Generation: As a single group attendees were tasked to generate predictions to the social web 15 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 16. Dozens of ideas were generated… 16 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 17. Yet distilled to four key findings…then voted by all 17 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 18. Groups were split by industry, and tasked to determine challenges for each of the four predictions: 18 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 19. Patterns emerged from the ‘Challenge’ findings Color coding indicates similar findings from each vertical Brands (theme: lack of Brand Monitoring, CMS/Community standards) Analytics, CRM, ERP Platforms • 1) Organizational • 1) Brands don’t know • 1) Managing the culture boundaries shift. (physical/cultural) and how to measure. silos prevent adoption. • 2) Exposure and control • 2) Reorientating the • 2) Brand stewardship issues, brands don’t organization to deliver by monitoring your value to the community want to get “burned”. brand wherever they first. are. • 3) Fear of • 3) Complete overhaul of • 3) Rules within repercussions of doing the HR (legal) function corporate culture something not culturally prevent adoption. accepted. needed. • 4) Users may have trust • 4) Standards around issues with a single ID. • 4) Brands want to own identity the data 19 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 20. Solution Generation • In an unconference style workshop, attendees could join any of the “challenge” stations to develop “solutions” or create their own session. 20 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 21. Agenda • Roundtable purpose • Process: group think, vertical breakouts, and solution unconference • Details of the four predictions, challenges and solutions • Event summary 21 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 22. Prediction 1: Community will participate in all aspects of marketing/ strategy, product development, and support 22 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 23. Finding 1: Overview • Prediction: Community will participate in all aspects of marketing/strategy, product development, and support. • Challenge: Yet brands will have difficulty managing the culture shift. • Solution: Develop a business program to create incremental benefits. 23 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 24. Finding 1: Solutions • Teams broke out “unconference” style to develop solutions to meet challenge, and generated the following suggestions: » Develop a program to create incremental benefits. – Provide case studies from other companies that have done this is successful. – Create urgency: develop actual ‘skunk works’ projects that are sponsored, as well as bottom-up. – Be able to communicate to stakeholders why this matters. – Cultures is communicated through Language, story, and cultural norms. » Vendors –and brands – need to have a common language and nomenclature. » Case Study – One brand had a 1 day training that lasted for 8 weeks internal mandatory training, that kicked off pilots. IBM. Also, Cisco, and Cadence did this (agreed to be public knowledge) 24 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 25. Prediction 2: Brands to be present and participate where organic communities exist –not just corporate created communities 25 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 26. Finding 2: Overview • Prediction: Brands present and participate where organic communities exist –not just corporate created communities • Challenge: Reorientating the organization to deliver value to the community first. • Solution: Brands require monitoring tools, internal training and processes, in order to deliver value to communities where they exist. 26 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 27. Finding 2: Solution • Brands require monitoring tools, internal training, in order to deliver value to communities where they exist. » Identify Benefits – Set goals, reward with perks and measure » Having monitoring tools: including sentiment » Training your employees » Provide a voice of authority from company within the community » Trust: Community needs to trust brand to be conversational, transparent, and accountable. » Enabling and amplifying 3rd party experts and SMEs » Community Platform vendors should build technology to extend brand communities to organic communities. • Brands want to be able: » To attach their content to communities where it exists, yet maintain content integrity, as well as measure results, then understand what the customers outcomes. • Challenge point » How is this different than RSS? 27 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 28. Finding 2: Solution (continued) • Potential fix? » Could there be a contextual ‘ad’ that would be able to pull in content? » A widget that could: find the problem, connect, and then deliver content. » It’s a learning management system, and finds content and then ties it together to need by ‘dropping module’ • Is there a need to collect customer information on 3rd party communities to tie into existing CRM systems? » Not a strong demand (from this group, half is B2B) » Although some sales folks could be interested. • Challenges: » Concerns about accuracy over data that’s being collected. 28 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 29. Prediction 3: Work style evolves as employees collaborate beyond colleagues to get work done 29 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 30. Finding 3: Overview • Prediction: Work style evolves as employees collaborate beyond colleagues to get work done • Challenge: Yet rules within corporate culture prevent adoption • Solution: Develop strategy for internal process change 30 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 31. Finding 3: Solution » Create evidence and best practice of leadership companies on the best in class companies. » Update current companies code of conduct » Pick a project and pilot a social media project, and measure business results. » Ensure there’s top down sponsorship » Share best practices and education throughout enterprise. » Setup a community for internal evangelists. 31 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 32. Prediction 4: One identity with controllable multiple facets empowers users to control their web experience 32 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 33. Finding 4: Overview • Prediction: One identity with controllable multiple facets empowers users to control their web experience. • Challenge: Industry does not agree what should be portable, and how it should be, resulting in no trust • Solution: Despite this being a prediction, market demand doesn’t yet exist to spur adoption and innovation 33 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 34. Solution 4: Solution This wasn’t a station that was attended during unconference, yet as a group this was discussed. • Technology adoption that need to happen at user and platform level • Brands are prioritizing this as lower, as SSO has greater priority. • Most attendees are familiar with OpenID • There’s a challenge getting OpenID to be adopted by early adopters. • Until we’re losing customers we don’t want to do it. • Brands present don’t have the core business need, as they’re still trying to get full social media programs. • Metadata APIs is more important 34 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 35. Additional Group Discussions: Measurement • Measurement was a recurring theme throughout the breakout teams. » Question to brands: “What would you choose to measure to cause you to use social media” – Brand response: What was the business benefit and outcome of the effort. – Optimizing social media mix: “Doing social or traditional alone doesn’t work, integrated works, therefore would want to see a scoreboard that measures mix” – Brand says they want different attributes: Engagement, loyalty, word of mouth, interaction, awareness. – Brand says they want to measure movement in the marketing funnel – Brand says they want to measure “temperature of conversations” like net promoter, or amount of support tickets that are being solved, as what product management is getting out of » Challenge: Vendors are all different – Three types of measurement: Platform (log files), Analytics (tags), Sentiment, (spiders) – There isn’t consistency among vendors • Operational (page views, posts) • Analytics is looking for • Sentiment is looking for buzz » Solution: Suggest a measurement standards board 35 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 36. Agenda • Roundtable purpose • Process: group think, vertical breakouts, and solution unconference • Details of the four predictions, challenges and solutions • Event summary 36 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 37. Summary • The social web industry was able to collaborate towards a single goal. • Predictions generated weren’t “earth-shattering” yet group consensus confirmed industry direction. • Most challenges indicated culture and change management processes within corporations –not a technology issue. • The social web is still in early stages –standards have not been fully been developed nor adopted. • Measurement continues to be a key issue to determine progress and value –as well as a lack of standards. • Key relationships were developed pan-industry. 37 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 38. Thanks to: • SAP event host • George P Johnson Events Team » Kenny Lauer » Molly Weston » Misha Andaya • Forrester Research 38 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  • 39. Contact information Jeremiah Owyang Senior Analyst Social Computing for the Interactive Marketer Forrester Research Email: jowyang@forrester.com Blog: web-strategist.com/blog Twitter: @jowyang 39 contents © 2008 Entire Forrester Research, Inc. All rights reserved.