sxsw09: the future of social networks

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The Future Of Social Networks Charlene Li Altimeter Group March 13, 2009 Backchannel Meebo: tinyurl.com/ca2936 Twitter: #sxswfsn

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Page 1: SXSW09: The Future Of Social Networks

The Future Of Social Networks

Charlene LiAltimeter GroupMarch 13, 2009

BackchannelMeebo: tinyurl.com/ca2936Twitter: #sxswfsn

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Tim Berners-LeeOn March 13, 1989, he published a paper that laid out the WWW.

“The Web is more a social creation than a technical one. I designed it for a social effect – to help people work together – and not as a technical toy.” - “Weaving The Web”

by Tim Berners-Lee

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Think of a social site

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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

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Advice from people you trust

Source: RazorfishNote: This is a mock-up, not an actual product

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Rethinking events

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Mobile apps become social too

Source: RazorfishNote: This is a mock-up, not an actual product

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Even TV is getting socialCurrent TV integrates Twitter feeds

But I just want to see my friends’ tweets

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Invite your friends to chat on TV

Integra5 inserts chats via set top boxes

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Networks move into the enterprise

LinkedIn plug-in for IBM Lotus Notes integrates profiles directly into email

Salesforce.com pulls Facebook profiles into its CRM tool

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Three things are needed to make social networks like air1. 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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Two sets of rules/standards exist

Facebook Connect includes protocols for sharing identity, contacts, and content

Consortium of players including Google, MySpace, Plaxo, and Yahoo! are following standards, for example:

• MySpace ID and Data Availability• Google Friend Connect• LinkedIn Applications

Standards are still being developed – and they have a long way to go

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My identity, in context

Author, researcher, strategist Chauffeur, cook, play date organizer

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My many, myriad identities

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Friend management is tough today

Filters on make friends and news feeds more manageable and valuable

But it’s still laborious!

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Implicit social data fills in the gaps

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Google/portals provide social data

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Who I email the most

Who I meet with

Who I call

What I read and share

What sites I visit

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A “social algorithm” will make privacy and permissions easier to manage•Context makes content privacy easier

▫Social signals provide a shorthand for our mental map of relationships

▫Suggests who might want to see it, e.g. photo sharing

•Community based privacy▫Suggests people like you have this type of

privacy

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What will get everyone to open?

Most digital activity resides OUTSIDE of the top social networks and portals

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Facebook Connect taps into offsite activities

TheInsider.com allows users to bring in their Facebook friends

Users can share/post items back into Facebook

The Insider gets better targeting data for ads

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Who has gone on an Earthwatch trip?

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Leverage social relationships to target ads and offers

Map explicit relationships

Identify “Influencers” who are connected AND share

Source: 33Across

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Most social ads require explicit action

Facebook virtual gift, social, and engagement ads

BuddyMedia social app-vertisement SocialVibe profile sponsorships

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Why social ads don’t work26

Being a Fan does not imply endorsement

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Media6 identifies who is closest to you – your “network neighbor”

“Lisa” buys on NineWest.comMedia6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved)

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3NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa

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The rise of the personal CPM

Augment page CPM with social data like

- Influence- Number of friends- Influence amoung friends- Number of influential friends

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How things will develop2009 20112010

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1) Evaluate where social makes senseIdentify where social network data and

content can/should be integrated in the experience

Leverage existing identity and social graphs where your audience already is, e.g. Facebook Connect

Get your privacy and permission policies and processes aligned with an open strategy

Find your trust agents◦“In Google I trust”, or will it be Facebook?

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2) Get your backend data in order

Remove multiple sign-ins, registration, and profiles for people

Have a single identity for customers and prospects

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3) Prepare to integrate social networks into your organization

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Social networks will disrupt traditional information flows

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Where are customers in the org?

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Summary•Social networks will be like air•The technologies are still being put in

place to make this a reality, but it is inevitable

•Open networks will be the new norm, so consider how you will open your business

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Charlene LiAltimeter Group

[email protected]

Twitter: @charleneli

Slides available at slideshare.net/charleneli

Join me for a book signing at 5pm in the SXSW Bookstore on the Trade Show Floor

Copyright © 2009 Altimeter Group