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They are online with their social networks

Explore the components, relationships, and activities within social networks in an evolving digital landscape. Learn about the business potential, universal identity, data portability, and the importance of network influence. Discover the future business model and the value of endorsement in social networks. Join the movement towards integrating social networks into everyday activities and creating meaningful social experiences.

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They are online with their social networks

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  1. They are online with their social networks

  2. Theme Social networks will be like air.

  3. Components of social networks Profile Relationships Activities Business model Universal identity A single social graph Social context for activities Social influence defines marketing value

  4. My multiple identities

  5. Universal identity cli@forrester.com me@charleneli.com Mobile number

  6. Universal identity foundations • Federation (OpenID approach) • A few major players will serve as major federation focal points • Yahoo!, Microsoft, Google, Plaxo, etc. • All players must realize that they can grow the market faster/better by working together • Data Portability Group is the beginning

  7. Bill of Rights for Users of the Social Web “We publicly assert that all users of the social web are entitled to certain fundamental rights, specifically: • Ownership of their own personal information, including: • their own profile data • the list of people they are connected to • the activity stream of content they create; • Control of whether and how such personal information is shared with others; and • Freedom to grant persistent access to their personal information to trusted external sites.” - Authored by Joseph Smarr, Marc Canter, Robert Scoble, and Michael Arrington http://blog.broadbandmechanics.com/2007/09/a-bill-of-rights-for-users-of-the-social-web

  8. My Facebook social graph Missing Colleagues Parents Extended family School parents Neighbors Babysitter Walking group

  9. My real social graph is much more complex

  10. Let’s end the insanity

  11. Relationships today are explicit – and a pain LinkedIn Twitter Facebook Plaxo

  12. New “entrants” will challenge the incumbents Millions of regular users Search & deep content Ad and content networks Relationship maps

  13. Relationship mapping will be automatic and permission-based

  14. What people do today on social networks

  15. Dave has a nice book review on Facebook

  16. But it would be more helpful on Amazon “See friends’ reviews”

  17. How Yahoo! could incorporate social networks Search based on what my friends finds relevant Elevate stories tagged by friends – anywhere See which of my friends owns a Focus – and what they think of it Compare daily portfolio performance to friends’

  18. The under-rated value of networks

  19. Endorsement value depends on your network • Your authority on the specific topic • Your network’s interest and authority on the topic • The trust level among your network on the topic

  20. The future business model for social networks • Marketers will pay to reach and influence valuable • Each person will have their own “personal CPM”* • Social networks will compete to have the best experience for high-influence individuals * From Marian Salzman, JWT

  21. Evolution of open platforms Ubiquitous social networks Walled garden services Search freedom 1993 1999 2003 2008-9 2013 Data portability Portal aggregators

  22. Recommendations • Create linkages between services based on individually-controlled identity federation • Compete on creating the most compelling social experience, not social graph lock-in • Develop social applications that have meaning • Integrate social networks into existing activities • Design business models that reflect the value created by people’s social networks

  23. Thank you Charlene Li +1 650.581.3833 cli@forrester.com www.forrester.com groundswell.forrester.com

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