The Social, Mobile WebThe Social, Mobile WebBusiness in an Era of Twitter, Facebook, and Unified Communications

Clara Shih

Author, The Facebook Era

CEO, Hearsay LabsCEO, Hearsay Labs

Practice what we preach

@clarashih#e2conf‐16

© thefacebookera.com 2009 @clarashih

Welcome to the Facebook & iPhone Era

Facebook. 300M users (+153%)       ( )8B mins/day

Twitter. 58M users (+1170%)

iPh /iT h 57M ( 166%)iPhone/iTouch. 57M users (+166%)

Is email dead??

© thefacebookera.com 2009 @clarashih

Incredible growth of the social, mobile web

iPhone and iTouch SubscribersSource: Apple Annual Report

50,000,000

60,000,000

Source: Apple Annual Report

30,000,000

40,000,000

10,000,000

20,000,000

0

Jun‐07 Dec‐07 Jun‐08 Dec‐08 Jun‐09

© thefacebookera.com 2009 @clarashih

Winning mainstream audience appeal

Source: Nielsen Online Global Index, Dec 2008

© thefacebookera.com 2009 @clarashih

CXOs are shifting dollars to social mediaCXOs are shifting dollars to social media

CMO Council – March 2009

CIO Executive Board –October 2009

“ The top priorities on the CIO agenda are respond to economic recovery, enhance customer experience, harness unstructured information, and craft a strategy for productivity social media. ”

© thefacebookera.com 2009 @clarashih

Today

Identity

Communication

Application

© thefacebookera.com 2009 @clarashih

Facebook is the template for online identityp y

Socially acceptable to share

Photos and interests

Demographic info

Employer, school, city

Real‐time identity

Where we are

What we’re doing right now

© thefacebookera.com 2009 @clarashih

Employer, school, city g g

Facebook Connect extends trusted identity to any website or devicey

© thefacebookera.com 2009 @clarashih

Perfect targeting

© thefacebookera.com 2009 @clarashih

Facebook targeting

© thefacebookera.com 2009 @clarashih

Perfect targeting

++

“Something you like is nearby and your friends are there already”

© thefacebookera.com 2009 @clarashih

communication

© thefacebookera.com 2009 @clarashih

RSPR

ODUCE

R

everybody‐to‐everybody. always on.

CONTENT P y y y

C

many‐to‐many

1‐1 1‐many

CONTENT CONSUMERS

Facebook and Twitter invented new modes of communicationof communication

Lower cost

Foster weak ties

Bigger social networksgg

© thefacebookera.com 2009 @clarashih

applicationspp

© thefacebookera.com 2009 @clarashih

Sales. Prospect, qualify, navigate, build trust

© thefacebookera.com 2009 @clarashih

Customer Service. Crowdsource to customers

© thefacebookera.com 2009 @clarashih

Marketing. Target, refer, opt‐in

© thefacebookera.com 2009 @clarashih

Location‐based services

Still early

Privacy model, dynamic requirements, critical mass

© thefacebookera.com 2009 @clarashih

Stay in touchy

Clara Shih

CEO, Hearsay Labs

clara@hearsaylabs.comy

http://facebook.com/thefacebookera

© thefacebookera.com 2009 @clarashih

RELEASED APRIL 2009