sxsw09: the future of social networks
TRANSCRIPT
The Future Of Social Networks
Charlene LiAltimeter GroupMarch 13, 2009
BackchannelMeebo: tinyurl.com/ca2936Twitter: #sxswfsn
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Tim Berners-Lee
On 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 social
Current 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 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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Two sets of rules/standards existFacebook 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 work
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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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NineWest 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 develop
2009 20112010
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1) Evaluate where social makes sense Identify 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
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