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

charlene@altimetergroup.comblog.altimetergroup.com

Twitter: @charleneli

If you would like a copy of the slides, please leave a business card with me.

Copyright © 2009 Altimeter Group32