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WITI: Groundswell, the Future Of Social Networks

Presentation on how to use social technologies, now and in the future, at the WITI conference, June 16, 2009 in Santa Clara, CA

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WITI: Groundswell, the Future Of Social Networks

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  1. 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.

  2. Welcome to the Groundswell Where social technologies enable people to get what they need from each other 2 2

  3. What company engagement looks like 3 3

  4. Focus on relationships, not technologies What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal 4

  5. Four strategies, start with Learn 5

  6. Learn with monitoring tools 6

  7. At Southwest, a planner talks Post has received 98 comments over 10 days In the future, everyone is a marketer 7

  8. Cable problems? Who do you call? 8

  9. BlueShirtNation.com supports Best Buy’s front line employees 9

  10. Starbucks innovates across the organization

  11. Social networks will be like air 11

  12. Reviews from people I know Note: This is a mock-up, not an actual product Source: Razorfish 12

  13. Three things are needed to make social networks like air 1. Identity – who you are 2. Contacts - who you know 3. Activities – what you do And it’s still very early, so patience is needed

  14. My identity, in context Author, researcher, strategist Chauffeur, cook, play date organizer 14

  15. Social aggregators can map your relationships Map explicit relationships Identify “Influencers” who are connected AND share Vendors: - 33Across - Lotame - Rapleaf Source: 33Across 15

  16. Implicit social data fills in the relationship gaps 16

  17. 17 Aggregators can build rich profiles What sites I visit Who I email the most Who I meet with What I read and share Who I call What I buy Who I know, what I did 17

  18. 18

  19. Sharing activities to networks Publish reviews from CitySearch to Facebook Bring friends to CitySearch Both CitySearch and Facebook get behavior and sharing data 19

  20. “Birds of a feather shop together” 1 2 “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 20

  21. 21

  22. 22 #1 Get the right people on the bus 22

  23. Find your revolutionaries Lionel Menchaca Dell Paula Drum H&R Block Ed Terpening Wells Fargo 23

  24. #2 Start small, but start now Audience Goal Revolutionary Tactics 24

  25. 25 #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?

  26. #4 Prepare for a new organization New forms of leadership will be needed 26 26

  27. #5 Measure the right things Your goals determine your metrics Use the same metrics as your marketing goals 27

  28. Example “micro” metrics Goal Metric Value Learn # of customer feedback Impact of faster, better insights Dialog # of people reached # of interactions # of issues addressed # of implemented ideas Awareness Faster, more sales Customer satisfaction Faster, better development Help Innovate 28

  29. Higher order metrics to consider Net Promoter Score How likely are you to recommend this to someone you know? Lifetime Value Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV) 29

  30. #6) Embrace the loss of control Photo: Kantor, http://www.flickr.com/photos/kantor 30 30

  31. An essential tool to have 31

  32. Thank You Charlene Li Altimeter Group charlene@altimetergroup.com blog.altimetergroup.com Twitter: @charleneli If you would like a copy of the slides, please leave a business card with me. 32 Copyright © 2009 Altimeter Group

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