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KMWorld 2009 Presentation: Role of Social Technologis In Search and the Organizational Impact

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

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  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 slides@altimetergroup.com

  2. We’ve come a long way from 10 blue links 2

  3. Bing integrates Twitter - Focuses on links - Prioritizes tweets Social content will move into main search results 3

  4. The impact on search 4

  5. Theme Social networks will be like air

  6. There’s now a culture of sharing 6

  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 8

  9. Facebook Connect extends See what friend read/comment on 9

  10. Your site as you know it 10

  11. Your site with Google Sidewiki 11

  12. Integrate friends with GetGlue 12

  13. Reviews from people I know Note: This is a mock-up, not an actual product Source: Razorfish

  14. New ways of targeting marketing Demographic Geographic Psychographic Behavioral Socialgraphic 14

  15. Media6 identifies who is closest to you – your “network neighbor” 2 1 “Lisa” buys on NineWest.com Media6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved) 3 NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa

  16. How to prepare 16

  17. #1 Focus on relationships, not technologies What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal

  18. Obama redefined political campaigns 18

  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 20

  21. Create a culture of sharing Internal blogs Yammer (internal Twitter) 21

  22. #3 Create new workflows Social technologies will disrupt traditional organization structures

  23. Social pressures traditional orgs Task Strategy Changes • Monitor conversations • All employees listen & learn Market research Learn • Any employee can converse • Bridge the consideration gap Marketing/Sales Dialog • Proactively seek out problems • Enable customers to help Customer support Help • Seek ideas from customers • Broaden employees involved Product development Innovate

  24. Ties these comments back to customers 24

  25. Integrating social updates into the enterprise 25

  26. #4 Be ready to give up control 26 Photo: Kantor, http://www.flickr.com/photos/kantor

  27. Openness requires accountability The Sandbox Covenant 27

  28. The Red Cross handbook/policies help keep order 28 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. 29

  30. Wal-mart failed many, many times 30

  31. Buyer blog hit the right note

  32. Summary • Social networks will be like air. • Social will be integrated into all aspects of search, information, and organizations. • Be ready to give up control – you have no choice. 32

  33. Thank You Charlene Li Altimeter Group charlene@altimetergroup.com blog.altimetergroup.com Twitter: @charleneli For slides, send an email to slides@altimetergroup.com 33 Copyright © 2009 Altimeter Group

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