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Social Reef
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Transcript of Social Reef
![Page 1: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/1.jpg)
The Social Reef An Industry PerspectiveStoryboard #2By Jeremiah Owyang
Image used with Attribution as directed by Creative Commons http://www.flickr.com/photos/leonardlow/340763653/ /
![Page 2: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/2.jpg)
The social web industry is a lot like living reef.
Both are complex ecosystems that undergo constant change.
Let’s explore the ecosystem…
![Page 3: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/3.jpg)
Key players
![Page 4: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/4.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/aj-clicks/2861093539/
Fish : People
![Page 5: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/5.jpg)
Fish : People
• Fish are like people, users, or consumers.
• The come in many different colors, sizes and species.
• Collectively, they band together and form communities.
• Species: Over 6.77 billion varieties and counting
![Page 6: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/6.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/23045224@N04/2845087243/
Fishermen : Brands
![Page 7: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/7.jpg)
Fishermen : Brands
• Brands are like fishermen, they are constantly seeking fish.
• They try many different tactics to reach fish, some are successful and many not.
• As brands come, some fish are scared away, while others are attracted.
• Species: Dell, P&G, Wells Fargo, Starbucks, Ford.
![Page 8: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/8.jpg)
The incumbents
![Page 9: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/9.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/nattarbox/2281595865/
CMS : Rocks
![Page 10: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/10.jpg)
CMS : Rocks
• Content Management Systems (CMS) are like rocks, a stable web publishing system powering brand websites.
• These slower moving web systems will struggle with adapting to the social web.
• As a result, these systems are developing social features –or will soon acquire them.
• Species: Vignette, Interwoven, Documentum, Fatwire, Percussion
![Page 11: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/11.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/selvaggiovenerdi/3055436375/
CRM : Octopus
![Page 12: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/12.jpg)
CRM : Octopus
• Customer Relationship Systems (CRM) are like octopuses, they’re reaching to multiple systems to grab data.
• Soon, they will develop features to enable brands to better find prospects, market, and support communities.
• Expect to see more partnership between CRM systems and social networks and community platforms.
• Species: Salesforce, SAP, Oracle, Microsoft, and Rightnow.
![Page 13: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/13.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/hodgers/14015562/
Brand Monitoring : Jellyfish
![Page 14: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/14.jpg)
Brand Monitoring : Jellyfish
• Brand monitoring firms are like jellyfish, they rapidly absorb information.
• These firms are quickly tying with CMS systems, or developing their own features.
• Brands need these firms to find fish.• Species: Nielsen BuzzMetrics, TNS
Cymfony, Dow Jones Insight, J.D. Power & Associates, Visible Technologies, and Radian 6.
![Page 15: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/15.jpg)
The challengers
![Page 16: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/16.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/bobrpics/3178673810/
Social Networks : Kelp Forest
![Page 17: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/17.jpg)
Social Networks : Kelp Forest
• Social Networks are like kelp forests, a rapidly changing haven for communities to assemble.
• These ever-wavering communities are thriving with customers –yet are fragile and young.
• As a result, brands try to fish –often unsuccessfully in these forests.
• Species: Facebook, Twitter, MySpace, LinkedIn
![Page 18: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/18.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/leonardlow/340761832/
Community Platforms : Coral
![Page 19: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/19.jpg)
Community Platforms : Coral
• Community Platforms are like coral, which allow any brand to have their own social network.
• These living organisms attract customers, bringing them closer to brands, soon they will be tightly integrated with CMS systems (rocks).
• A shakeout is due in this overcrowded space of over 100 players.
• Species: Jive, Telligent, Mzinga, Awareness, Liveworld, Lithium, Leverage, Kickapps, Pluck
![Page 20: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/20.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/orcmid/2892448369/
Applications : Anemones
![Page 21: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/21.jpg)
Applications : Anemones
• Applications are like anemones, ever-moving with limitless varieties.
• These applications are depending on social networks (kelp), but will soon extend to community platforms (coral) and cms (rock).
• People and applications are dependent on each other.
• Species: Slide, RockYou, Widgetbox, Gigya, Clearspring, and Newsgator.
![Page 22: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/22.jpg)
External Factors
![Page 23: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/23.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/htjems/3196627434/
Venture Capital : Algae
![Page 24: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/24.jpg)
Venture Capital : Algae
• Venture Capital is like algae, injecting needed resources into the ecosystem for growth.
• Venture capital fuel social networks, applications, community platforms –even during a recession.
• Venture capital influences deals, partnerships, and vendor strategy.
• Species: August, Benchmark, Allegis, Scale, and Garage.
![Page 25: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/25.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gambier20/3208414588/
Detractors: Pollution
![Page 26: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/26.jpg)
Detractors : Pollution
• Detractors are like water pollution, they clog up the system and someone has to clean it up.
• Wherever communities thrive, detractors infiltrate.
• As a result, the system is forever trying to expel the unwanted.
• Species: Trolls, Spammers, Hackers.
![Page 27: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/27.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/cmoi/2655745750/
A-Listers : Blowfish
![Page 28: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/28.jpg)
A-Listers : Blowfish
• A-Listers are like blowfish, as they vie for others attention, yet inflate when defensive.
• These influencers are essential for new technology adoption –yet many tools are never adopted mainstream.
• Approach with caution, many cause indigestion if consumed.
• Species: Although few in numbers, they are easily identified with distinguishable marks
![Page 29: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/29.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/brentbat/455884449/
Recession : Low Tide
![Page 30: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/30.jpg)
Recession : Low Tide
• The recession is like a low tide, forcing innovation and bringing the ecosystem closer.
• Consumers have increased their adoption of social technologies: they connect to each other, learn from one another, and some have…more time.
• As a result, it will force innovation with fewer resources and more competitors.
![Page 31: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/31.jpg)
Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/brentbat/455884449/
Industry Analyst : Marine Biologist
![Page 32: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/32.jpg)
Industry Analyst : Marine Biologist
• Industry analysts are like marine biologists, who examine, identify, and analyze the ecosystem.
• Industry analysts who cover the ever-changing social reef struggle to keep up with this nascent industry.
• As a result, they resort to slideshows filled with colorful pictures to explain what they do to their friends and family.
• Species: Forrester, Gartner, IDC, eMarketer, Compete, and Comscore.
![Page 33: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/33.jpg)
Summary
• The social web is an ever-changing space –perhaps the fastest changing industry the world has ever seen.
• Despite the attention and growth, it struggles with monetization, privacy, and cultural boundaries.
• Expect this space to continue to innovate rapidly over the next few years.
• Eventually, this industry will mature, as these communication tools become ubiquitous
![Page 34: Social Reef](https://reader035.fdocuments.us/reader035/viewer/2022062405/55583a32d8b42acb078b4b02/html5/thumbnails/34.jpg)
Come fish with me.
Jeremiah Owyang
web-strategist.com/blog
@jowyang
Photos used with creative commons attribution license.
Image used with Attribution as directed by Creative Commons by t6mdm :http://www.flickr.com/photos/t6mdm/3363444387/