WITI: Groundswell, the Future Of Social Networks
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Groundswell: The Future Of Social Networks Charlene Li Altimeter Group June 16, 2009 If you would like a copy of the slides, please leave a business card with me.
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Presentation on how to use social technologies, now and in the future, at the WITI conference, June 16, 2009 in Santa Clara, CA
Transcript of WITI: Groundswell, the Future Of Social Networks
Groundswell: The Future Of Social Networks
Charlene LiAltimeter GroupJune 16, 2009
If you would like a copy of the slides, please leave a business card with me.
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Welcome to the Groundswell
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Where social technologies enable people to get what they need from each other
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What company engagement looks like
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What kind of relationship do you want?
Transactional
OccasionalImpersonalShort-term
Transactional
OccasionalImpersonalShort-term
Passionate
ConstantIntimate
Loyal
Passionate
ConstantIntimate
Loyal
Focus on relationships, not technologies
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Four strategies, start with Learn
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Learn with monitoring tools
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At Southwest, a planner talks
Post has received 98 comments over 10 days
Post has received 98 comments over 10 days
In the future, everyone is a marketer
In the future, everyone is a marketer
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Cable problems? Who do you call?
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BlueShirtNation.com supports Best Buy’s front line employees
Starbucks innovates across the organization
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Social networks will be like air
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Reviews from people I know
Source: RazorfishNote: This is a mock-up, not an actual product
Three things are needed to make social networks like air
1. Identity – who you are2. Contacts - who you know 3. Activities – what you do
And it’s still very early, so patience is needed
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My identity, in context
Author, researcher, strategist Chauffeur, cook, play date organizer
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Social aggregators can map your relationships
Source: 33Across
Map explicit relationships
Identify “Influencers” who are connected AND share
Vendors:- 33Across- Lotame- Rapleaf
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Implicit social data fills in the relationship gaps
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Aggregators can build rich profiles
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Who I email the mostWho I email the most
Who I meet withWho I meet with
Who I callWho I call
What I read and shareWhat I read and share
What sites I visitWhat sites I visit
What I buyWhat I buy
Who I know, what I didWho I know, what I did
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Sharing activities to networks
Publish reviews from CitySearch to Facebook
Publish reviews from CitySearch to Facebook
Both CitySearch and Facebook get behavior and sharing data
Both CitySearch and Facebook get behavior and sharing data
Bring friends to CitySearchBring friends to CitySearch
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“Birds of a feather shop together”
“Lisa” buys on NineWest.comMedia6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved)
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NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa
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#1 Get the right people on the bus
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Find your revolutionaries
Lionel MenchacaDell
Ed TerpeningWells Fargo
Paula DrumH&R Block
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Tactics
Audience
#2 Start small, but start now
Goal
Revolutionary
#3 Evaluate where and how social you will be
Identify where social network data and content can/should be integrated into your business
Leverage existing identity and social graphs where your audience already is, e.g. Facebook Connect, Google Connect, LinkedIn
Personally, organize your friends and figure out your personal social strategy
Find your trust agents and partners◦“In Google I trust”, or someone else?
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#4 Prepare for a new organization
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New forms of leadership will be needed
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#5 Measure the right things
Your goals determine your metrics
Your goals determine your metrics
Use the same metrics as your marketing goals
Use the same metrics as your marketing goals
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Example “micro” metrics
Goal Metric Value
Learn # of customer feedback
Impact of faster, better insights
Dialog # of people reached # of interactions
AwarenessFaster, more sales
Help # of issues addressed
Customer satisfaction
Innovate # of implemented ideas
Faster, better development
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Higher order metrics to consider
How likely are you to recommend this to someone you know?
Net Promoter Score
Lifetime revenueCost of acquisitionCost of retentionCustomer referral value (CRV)
Lifetime Value
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#6) Embrace the loss of control
30Photo: Kantor, http://www.flickr.com/photos/kantor
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An essential tool to have
Thank You
Charlene LiAltimeter Group
Twitter: @charleneli
If you would like a copy of the slides, please leave a business card with me.
Copyright © 2009 Altimeter Group32
