Things I'd Like Social Software Vendors To Focus On

•

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I meet with a lot of social software companies, ranging from startups that have yet to go public to the established large vendors. This presentation highlights three of the areas that I would like to see all of the vendors doing a better job on: 1) Activity Streams, 2) focus on the individual 3) Analytics. These slides were presented at Defrag 2012 in Denver, CO on Nov 15, 2012 www.defragcon.com

Technologie

My Top Three Issues
With Social Software
Nov 2012
Alan Lepofsky
VP and Principal Analyst
@alanlepo

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done

Topics For Discussion

1 Navigating the rapids of activity streams

2 Don't forget the “me” in social media

3 Analytics That Drive Action

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 2

1

Gently down the stream…

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 3

Just
shifting the
burden
from one
email
place social
networks
to another
is not a
solution.
© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 4

Sounds like a good idea

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 5

Until this happens

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 6

One Universal Social Inbox?

I can’t keep up with my
own inbox!!!

http://www.flickr.com/photos/mybloodyself/222578140/

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 7

“Don’t Cross The Streams”

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 8

I actually do like streams

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 9

There Are Many Ways To Slice’n Dice

• Time <---- • My attention
• Person • Urgency
• By Group • Geography
• Word/phrase • Popularity
• Tag/Topic • +/-

http://www.flickr.com/photos/dinnerseries/6032052545

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 10

Intelligent Filtering

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 11

Why Don’t Streams Adjust To The Moment?

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 12

What’s The Next User Experience?

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 13

2

What About Me???

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 14

What Others Are Doing Is Nice, But…

What did I create?

SOCIAL What did I comment on?

What have I liked?

MEDIA
What should I be doing?

What do I need to do next?

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 15

v

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 16

Which Of My Stuff Matters?

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 17

3
"There is a misconception
that tons of data means you
have tons of intelligence.
Data does not speak for itself.”
- Neil Raden

https://secure.flickr.com/photos/tmartin/32010732
© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 18

3
Which Information Can Lead To Actions

Help me make decisions
https://secure.flickr.com/photos/61056899@N06/5751301741/

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 19

Let’s Review

Streams have great potential, but they need
to become more manageable.

People are ego-centric, help them navigate
from their perspective.

Data should help people make decisions.

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
He’s Talking He’s Done 20

Alan Lepofsky
VP and Principal Analyst
@alanlepo

San Francisco |Andalucia| Belfast |Boston |Brussels | Chicago | Colorado Springs | Cupertino | Cyprus | Denver| Geneva | Irvine | London | Los Angeles
Madrid | New York | Pune | Sacramento | Salt Lake City | Santa Fe | Santa Monica | Seattle | Sedona | Sydney | Tokyo | Toronto | Washington, D.C.

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
– 2012 Constellation Research, Inc. All rights reserved. www.ConstellationRG.com

Backup

© 2010 - 2012 Constellation Research, Inc. All rights reserved.

23
© 2010 - 2012 Constellation Research, Inc. All rights reserved.

2
False Sense Of Entitlement

Didn't you read
Didn't you see see my blog post?
my status update?

Why didn’t you
Why aren’t you retweet me?
following me?

© 2010 - 2012 Constellation Research, Inc. All rights reserved.
Until he’s done >>> 24

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Things I'd Like Social Software Vendors To Focus On

2. Topics For Discussion 1 Navigating the rapids of activity streams 2 Don't forget the “me” in social media 3 Analytics That Drive Action © 2010 - 2012 Constellation Research, Inc. All rights reserved. He’s Talking He’s Done 2

7. One Universal Social Inbox? I can’t keep up with my own inbox!!! http://www.flickr.com/photos/mybloodyself/222578140/ © 2010 - 2012 Constellation Research, Inc. All rights reserved. He’s Talking He’s Done 7

10. There Are Many Ways To Slice’n Dice • Time <---- • My attention • Person • Urgency • By Group • Geography • Word/phrase • Popularity • Tag/Topic • +/- http://www.flickr.com/photos/dinnerseries/6032052545 © 2010 - 2012 Constellation Research, Inc. All rights reserved. He’s Talking He’s Done 10

15. What Others Are Doing Is Nice, But… What did I create? SOCIAL What did I comment on? What have I liked? MEDIA What should I be doing? What do I need to do next? © 2010 - 2012 Constellation Research, Inc. All rights reserved. He’s Talking He’s Done 15

18. 3 "There is a misconception that tons of data means you have tons of intelligence. Data does not speak for itself.” - Neil Raden https://secure.flickr.com/photos/tmartin/32010732 © 2010 - 2012 Constellation Research, Inc. All rights reserved. He’s Talking He’s Done 18

19. 3 Which Information Can Lead To Actions Help me make decisions https://secure.flickr.com/photos/61056899@N06/5751301741/ © 2010 - 2012 Constellation Research, Inc. All rights reserved. He’s Talking He’s Done 19

20. Let’s Review Streams have great potential, but they need to become more manageable. People are ego-centric, help them navigate from their perspective. Data should help people make decisions. © 2010 - 2012 Constellation Research, Inc. All rights reserved. He’s Talking He’s Done 20

24. 2 False Sense Of Entitlement Didn't you read Didn't you see see my blog post? my status update? Why didn’t you Why aren’t you retweet me? following me? © 2010 - 2012 Constellation Research, Inc. All rights reserved. Until he’s done >>> 24

Notes de l'éditeur

The image is being used via Creative Commons: http://www.flickr.com/photos/76266195@N08/6976092486/
The image is being used via Creative Commons: http://www.flickr.com/photos/31246066@N04/4377035185
http://www.flickr.com/photos/navonod/1729937274/
http://www.flickr.com/photos/b-tal/482294488/
http://www.flickr.com/photos/navonod/1729937274/
The image is being used via Creative Commons: http://www.flickr.com/photos/mybloodyself/222578140/Universal inbox? !!!!!!!!!!!!I can’t keep up with my own inbox, do you really think I want to read everyone's?Email provides sorting, flagging, colour coding, foldering, etc. Stream are no where near as advanced.
While I'm not worried about total protonic reversal, I am concerned that having status updates, file sharing, Q&A, news links, CRM updates, social media feeds, workflow approvals, ERP orders, support tickets, polls/surveys and a dozen other sources of information all piped into the same stream can make social software almost unusable.
The image is being used via Creative Commons: http://www.flickr.com/photos/dinnerseries/6032052545
Allow users to control the content in the stream by voting for things (posts, people, topics) they like.Does not need to be complex like mail rules.Take a look at Zyte
http://www.flickr.com/photos/badboy69/2333409688/
http://www.flickr.com/photos/auntiep/17135231/
Imagine this for work.Your postsYour file uploadsYour wiki pagesYour blog entriesYour meetings
Photo credit: https://secure.flickr.com/photos/tmartin/32010732
http://www.flickr.com/photos/bullionvault/3591746275
The image is being used via Creative Commons: http://www.flickr.com/photos/aaronknox/5237937436
Unfortunately people can build up a sense of entitlement wrt social networking

Things I'd Like Social Software Vendors To Focus On

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