think mobile april 2010_michael gartenberg
TRANSCRIPT
Social Ubiquity –The Disruption When Mobile
and Social Networks Intersect
Michael GartenbergApril, 2010#thinkmobile
Enablement The PC moved from the desktop to the pocket & consumers are always connected
PersistenceConsumers now access people & content relative to them at any given moment
Trusted Ubiquity Information can now be both real time and trusted
Context is the Key to Social Ubiquity
Four Aspects to Social Ubiquity
People – My Networks
People – Trust Matrix
Business Personal Public
High Trust A business contact who is credible in their space
A friend who you trust as they may be like you
Public Expert, columnist, analyst, scientist.
Low Trust Someone you may work with distantly and may
not know
Someone you don't have a close relationship with, or they are not 'like you'
Celebrity
Time
Time – Trust MatrixHistorical Immediate Intention
Trust Rating Highest High Lowest
Value and Opportunity Rating
Low High Highest
Place
Hierarchy of Mobile Needs
Some Scenarios as a Result
Crossover Matrix
People Activity Time Place
People X Real Time Status Friends Bread Crumbs
Community ratings
Activity X X Historical behavior Real Time Status
Time X X X Personal BreadCrumbs
Place X X X X
Consumers Empowered
• Communication Moves to Collaboration
• A Global Collective Reference Memory is Created
• Communication is One to Many Not One to One
• Social networks & Relationships Reinforce Behavior
Consumers are empowered to never make mistakes
Consumers Influenced Beyond their Physical Surroundings
Prior: My Decisions Based On -• Personal historical behavior• External influences. Ads, Friends
Now: My Decision Process Now Includes -• Real Time Information• Contextual Data• Social Factors Beyond My Physical Sphere of
Influence & Reach
The Result? I Make Better Decisions. Fewer Mistakes
Brands, Sellers & Companies Severely Impacted
Companies trying to reach consumers in their mobile space must embrace the following changes:
1. Can't rely only on personal history, social influences must be factored.
2. Experiences both good and bad are exaggerated and magnified in real time.
3. There are no more secrets - Brands can no longer sweep bad experiences under the carpet.
Brands, Sellers & Companies Severely Impacted
Companies trying to reach consumers in their mobile space must embrace the following changes
4. Brands can't focus on individual reviewers. Collective memory is important.
5. Companies can no longer ignore real time. Must monitor -- and respond.
6. Reputation inertia is a powerful force. How your perception initially tracks, will be hard to deviate from.
7. More data doesn’t make for better information.
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Thank you
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Michael Gartenberg
Gartenblog.net
Twitter: gartenberg
For slides, send an email to
About Us
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Altimeter Group is a strategy consulting firm that provides companies
with a pragmatic approach to disruptive technologies. We have four
areas of focus: Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Design.
Visit us at http://www.altimetergroup.com or contact