the future of social networks
TRANSCRIPT
Social media content appears in other channels
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Current TV added Twitter posts into its coverage of the presidential debates as well as the Inauguration
Eliminates “re-friending”
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TheInsider.com allows users to bring in their Facebook friends
Avoids building yet another siloed social network
Profiles where they are useful
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LinkedIn plug-in for IBM Lotus Notes integrates profiles directly into email
Two sets of rules/standards exist
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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• Google Friend Connect• LinkedIn Applications
How marketing and advertising has evolved
• Content targeting to reach demographics– Sports = young men in their 20’s
• Search marketing to uncover intent• Behavioral targeting to build a rich profile
across sites– You’re a car buyer if you visit multiple car sites– So you’ll see more car ads while reading news– E.g. Tacoda
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How advertising will innovate
• New ad formats within social networking sites• Rich social profiles identifying “Influencers”• Tapping communication patterns to find
“network neighbors”
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New ad formats within social networking sites
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Facebook virtual gift, social, and engagement ads
BuddyMedia social app-vertisement SocialVibe profile sponsorships
The Perfect (Data) Storm feeds rich profiles
• Social graphs and interests– Explicit friends
• Culture of sharing– Content creation, tagging, and lifestreaming
• Behavior– Location, browsing and search history, purchases,
interests
• Basic communications– Email, IM, SMS, Twitter
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Extract social graph data
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- Figure who in a network responds to an offer- Create rich profiles, including demos, interests, behavior- Find others like them in the network- Can also target outside social networks themselves- Also identify “Influencers” who connected AND share- Vendors include:
- 33Across- Lotame- Media6 Degrees- Unbound Technologies
Media6 identifies who is closest to you – your “network neighbor”
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“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
Privacy and permission considerations
• People will demand greater control over when, where, and how their social profiles, contacts, and content can be used
• Detailed permissions – sometimes on a friend-by-friend basis – will be required– A usability nightmare– Need to “retrofit” old friends numbering in the
thousands
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How things will develop in 2009-10
• Experiments in social media advertising, waiting for turnaround
• Yahoo!, Google, Microsoft/Hotmail will test social media integration with Webmail products
• Facebook Connect gains traction w/media cos and begins to monetize with an ad network
• Social shopping experiments start (retailers integrating social network data)
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How to prepare
• Identify where social network data and content can/should be integrated on your site
• 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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Summary
• Social networks will be like air• Open networks will be the new norm, so
consider how you will open your business
Charlene LiAltimeter Group
Slides available at slideshare.net/charleneli
Copyright © 2008 Altimeter Group