Kate Worlock - #smib10 presentation

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Social Networking in Action

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Social Media in Business

21 May 2010

Kate Worlock

Director/Lead Analyst

kworlock@outsellinc.com

Social Networking in Action

2 © 2010 Outsell, Inc. All rights reserved.

Our Company• The only worldwide business information firm

serving the media and information industry• Global team of 50+• Track 9 segments in the US, Europe, and

Asia • Provide fact-based analysis of markets,

companies, trends, technology• Deliver actionable advice to CEOs and their

teams in 300+ firms• Offer subscription, membership, and custom

consulting services

3 © 2010 Outsell, Inc. All rights reserved.

The Age Of Experience…

•Users now experience information•And information now shapes

experiences• These, plus the experience of doing

business are becoming the competitive differentiators for 2010 and beyond

4 © 2010 Outsell, Inc. All rights reserved.

...and the Age of Uncertainty

5 © 2010 Outsell, Inc. All rights reserved.

Outsell’s Research

•Annual survey• Panel of c.6000 information users• 20 functional groups, in 40 vertical

segments within corporate, education, government and healthcare•Data that follows is from December 2008

6 © 2010 Outsell, Inc. All rights reserved.

Use of Social Networking

7 © 2010 Outsell, Inc. All rights reserved.

Use of Social Networking by Age

8 © 2010 Outsell, Inc. All rights reserved.

Professional vs. Personal Use

9 © 2010 Outsell, Inc. All rights reserved.

Case Study: Sermo

10 © 2010 Outsell, Inc. All rights reserved.

InnoCentive

11 © 2010 Outsell, Inc. All rights reserved.

Essential Actions

• Think Platform and Network• Think beyond Information to Reinvention• Serve a Legitimate Need, Identify a Champion,

and Nurture Community• Experiment and Be Realistic• Use Social Networks as Marketing Opportunities• Understand the Positioning of the Different

Networks• Drop Generation-Based Stereotypes

http://www.outsellinc.com

Thank you!

Outsell, Inc.

25 Floral StreetLondon, WC2E 9DS

Tel. +44 (0)20 8090 6590

330 Primrose Road, Suite 510Burlingame, CA 94010

Tel. +1 650 342 6060 Fax +1 650 342 7135