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1




   Preparing For The Future
   Of Social Media


SFAMA
February 8, 2012


Charlene Li
Founder and Partner
2



       How Time Flies


         iPhone                      Facebook                  Nexus One                    Facebook
          Debut                       Connect                 Android Debut                  Timeline
        Jan 2007                     July 2008                January 2010                  Sept 2011




                         Facebook                iPhone App                   iPad Debut
                          Platform                  Store                      April 2010
                         May 2007                 July 2008




© 2012 Altimeter Group
3



       Social media is a daily habit for most
                         Frequency of visits to Facebook




                                                 Visit at least daily


                                                 Visit less than daily




                                               Source: Facebook From S-1 Registration Statement

© 2012 Altimeter Group
4


       Boom and bust cycle keeps repeating
                                Number of US venture capital deals
                                        1995Q1-2011Q3
        2500

        2000

        1500                                                 Google IPO   Facebook IPO
                    Netscape IPO
        1000

          500

              0




           Source: PricewaterhouseCoopers MoneyTree Report
© 2012 Altimeter Group
What the Future Will Bring




© 2012 Altimeter Group
Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309




                    Social Media Will Be Like Air




© 2012 Altimeter Group
It’s about RELATIONSHIPS




© 2012 Altimeter Group
  2011
8



       #1 Consumers will reward transparent
       companies with their loyalty




© 2012 Altimeter Group
9




© 2012 Altimeter Group
10



       Is your company ready to be authentic
       and transparent?




             Opportunity: Build trust with every day transparency
© 2012 Altimeter Group
11



       #2 People want to be known
                         25-55 years old, married, kids, working,
                         graduate degree, travels a lot




© 2012 Altimeter Group
12



       Ways you can know me




                         I walk into my local grocery store
© 2012 Altimeter Group
13



       The store knows it’s me




               • Social check-ins (Four Square, Yelp, Facebook Places)
               • Near Field Communications
© 2012 Altimeter Group
14



       I get coupons to use right away




© 2012 Altimeter Group
15



       And connect my phone to in-store GPS
       shopping cart




© 2012 Altimeter Group
16



       Mobile is a tool, not a strategy




       From “Make An App For That: Mobile Strategies For Retailers, Feb 2012

                 Opportunity: Use data from trusted relationships
                           to build unique experiences
© 2012 Altimeter Group
17



       #3 Connected employees will create a
       culture of sharing




                    Opportunity: Meet the groundswell of customers
                       with your own groundswell of employees

© 2012 Altimeter Group
Enterprise social networks use relationships to
       create a social business



                                                                         Transformation
                                                                         • C-suite led
                                                      Optimization
                                                                         • Predictive
                                                      • Department led
                                                      • Proactive
                                    Collaboration
                                    • Centrally managed
                                    • Reactive
                         Connection
                         • Decentralized
                         • Ad-hoc


© 2012 Altimeter Group
19



       Leaderships means having followers




                         “Leadership is a relationship between those who
                          aspire to lead and those who choose to follow.”
                                - From “The Leadership Challenge”
© 2012 Altimeter Group
Redefine what it means to be a leader




© 2012 Altimeter Group
  2010
“You can imagine the Chatterati creating as
                         much value as an SVP in the organization by
                         sharing their institutional knowledge and
                         expertise - and we should look at
                         compensation structures with that in mind.”

                               - Marc Benioff, CEO of Salesforce.com




© 2012 Altimeter Group
  2010
Creating Coherent Plans




© 2012 Altimeter Group
23


       The Takeaway – it’s time to get serious




           Strategy


                         Discipline



                                        Capabilities
© 2012 Altimeter Group
24



       Define Your Strategy With Goals

                                  Dialog


                         Learn   Support


                                 Innovate


© 2012 Altimeter Group
25



       Strategy Project And Deliverables
                                                             3.
                   1.              2. Strategy
                                                        Organizational
               Discovery          Development
                                                        Development
                A. Establish
                                  A. Strategic Vision    A. Social Readiness
            Business Objectives
                                      Statement               Roadmap
                and Metrics


                                                                  B.
                B. Opportunity       B. Initiative
                                                         Monitoring/Analytics
                   Analysis         Development
                                                             Roadmap


                C. Customer          C. Strategy            C. Executive
              Segment Analysis       Roadmap                 Education



© 2012 Altimeter Group
26


       What kind of relationship do you want?




                         Transactional     Loyal
                          Occasional      Constant
                          Impersonal      Authentic
                          Short-Term     Long-Term




© 2012 Altimeter Group
Be disciplined about addressing your                              27


       Hierarchy of Needs


                                            Holistic,
                                           Real-time
      Enlightenment                        Predictive

                                        Empowerment,
                                        Cross-Learning,
     Enablement                          Measurement

                             Asset Inventory, Best Practice Sharing,
     Formation                        Center of Excellence


                         Dedicated Team, Workflow, Crises Preparedness
     Safety


                             Objectives, Policies, Education, Access
     Foundation


© 2012 Altimeter Group
Most companies still don’t do this
                                                                                                                                  28




                                                                                                             Take reasonable
                                                                                                            action to fix issue
                                                                                                             and let customer
                                                                                                            know action taken

                                   Positive                Negative                                             Yes
                                                                                      Yes
                 No      Do you want          Assess the         Evaluate the                                 Does customer
                         to respond?           message             purpose                                  need/deserve more
                                                                                                                  info?



          No                    Yes                                Unhappy      Yes   Are the facts   No    Gently correct the
       Response                                                   Customer?             correct?                  facts

                                                                      No

                 Yes      Can you       No                        Dedicated     Yes   Are the facts   No
                         add value?                              Complainer?            correct?

                                                                      No              Yes
                                                                                                              Explain what is
      Respond in                              Thank the           Comedian               Is the       Yes     being done to
      kind & share                             person            Want-to-Be?            problem              correct the issue.
                                                                                      being fixed?
                                                                                                      No

           Adapted from US Air Force Comment Policy               Yes
                                                                                                            Let post stand and
                                                                                                                 monitor.


© 2012 Altimeter Group
  2011
29



       Creating capabilities is a priority…




       But most organizations will spend less than
            $25,000 on social media training
© 2012 Altimeter Group
3


       Offer training at all levels of the organization


                                       Center of
                         Executives
                                      Excellence




                         Business
                                      Employees
                          Units




  2012
© 2011 Altimeter Group
31



      Make sure you use the right metrics
                         The Social Media Measurement Compass




© 2012 Altimeter Group
Key capability:
       The ability to
   give up the need to
       be in control




© 2012 Altimeter Group
  2011
Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309




                    Social Media Will Be Like Air




© 2012 Altimeter Group
THANK YOU
                         Charlene Li
                         charlene@altimetergroup.com
                         charleneli.com
                         Twitter: charleneli
                         For slides, email slides@altimetergroup.com




© 2012 Altimeter Group

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Preparing For The Future Of Social Media

  • 1. 1 Preparing For The Future Of Social Media SFAMA February 8, 2012 Charlene Li Founder and Partner
  • 2. 2 How Time Flies iPhone Facebook Nexus One Facebook Debut Connect Android Debut Timeline Jan 2007 July 2008 January 2010 Sept 2011 Facebook iPhone App iPad Debut Platform Store April 2010 May 2007 July 2008 © 2012 Altimeter Group
  • 3. 3 Social media is a daily habit for most Frequency of visits to Facebook Visit at least daily Visit less than daily Source: Facebook From S-1 Registration Statement © 2012 Altimeter Group
  • 4. 4 Boom and bust cycle keeps repeating Number of US venture capital deals 1995Q1-2011Q3 2500 2000 1500 Google IPO Facebook IPO Netscape IPO 1000 500 0 Source: PricewaterhouseCoopers MoneyTree Report © 2012 Altimeter Group
  • 5. What the Future Will Bring © 2012 Altimeter Group
  • 6. Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309 Social Media Will Be Like Air © 2012 Altimeter Group
  • 7. It’s about RELATIONSHIPS © 2012 Altimeter Group 2011
  • 8. 8 #1 Consumers will reward transparent companies with their loyalty © 2012 Altimeter Group
  • 10. 10 Is your company ready to be authentic and transparent? Opportunity: Build trust with every day transparency © 2012 Altimeter Group
  • 11. 11 #2 People want to be known 25-55 years old, married, kids, working, graduate degree, travels a lot © 2012 Altimeter Group
  • 12. 12 Ways you can know me I walk into my local grocery store © 2012 Altimeter Group
  • 13. 13 The store knows it’s me • Social check-ins (Four Square, Yelp, Facebook Places) • Near Field Communications © 2012 Altimeter Group
  • 14. 14 I get coupons to use right away © 2012 Altimeter Group
  • 15. 15 And connect my phone to in-store GPS shopping cart © 2012 Altimeter Group
  • 16. 16 Mobile is a tool, not a strategy From “Make An App For That: Mobile Strategies For Retailers, Feb 2012 Opportunity: Use data from trusted relationships to build unique experiences © 2012 Altimeter Group
  • 17. 17 #3 Connected employees will create a culture of sharing Opportunity: Meet the groundswell of customers with your own groundswell of employees © 2012 Altimeter Group
  • 18. Enterprise social networks use relationships to create a social business Transformation • C-suite led Optimization • Predictive • Department led • Proactive Collaboration • Centrally managed • Reactive Connection • Decentralized • Ad-hoc © 2012 Altimeter Group
  • 19. 19 Leaderships means having followers “Leadership is a relationship between those who aspire to lead and those who choose to follow.” - From “The Leadership Challenge” © 2012 Altimeter Group
  • 20. Redefine what it means to be a leader © 2012 Altimeter Group 2010
  • 21. “You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowledge and expertise - and we should look at compensation structures with that in mind.” - Marc Benioff, CEO of Salesforce.com © 2012 Altimeter Group 2010
  • 22. Creating Coherent Plans © 2012 Altimeter Group
  • 23. 23 The Takeaway – it’s time to get serious Strategy Discipline Capabilities © 2012 Altimeter Group
  • 24. 24 Define Your Strategy With Goals Dialog Learn Support Innovate © 2012 Altimeter Group
  • 25. 25 Strategy Project And Deliverables 3. 1. 2. Strategy Organizational Discovery Development Development A. Establish A. Strategic Vision A. Social Readiness Business Objectives Statement Roadmap and Metrics B. B. Opportunity B. Initiative Monitoring/Analytics Analysis Development Roadmap C. Customer C. Strategy C. Executive Segment Analysis Roadmap Education © 2012 Altimeter Group
  • 26. 26 What kind of relationship do you want? Transactional Loyal Occasional Constant Impersonal Authentic Short-Term Long-Term © 2012 Altimeter Group
  • 27. Be disciplined about addressing your 27 Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation © 2012 Altimeter Group
  • 28. Most companies still don’t do this 28 Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Do you want Assess the Evaluate the Does customer to respond? message purpose need/deserve more info? No Yes Unhappy Yes Are the facts No Gently correct the Response Customer? correct? facts No Yes Can you No Dedicated Yes Are the facts No add value? Complainer? correct? No Yes Explain what is Respond in Thank the Comedian Is the Yes being done to kind & share person Want-to-Be? problem correct the issue. being fixed? No Adapted from US Air Force Comment Policy Yes Let post stand and monitor. © 2012 Altimeter Group 2011
  • 29. 29 Creating capabilities is a priority… But most organizations will spend less than $25,000 on social media training © 2012 Altimeter Group
  • 30. 3 Offer training at all levels of the organization Center of Executives Excellence Business Employees Units 2012 © 2011 Altimeter Group
  • 31. 31 Make sure you use the right metrics The Social Media Measurement Compass © 2012 Altimeter Group
  • 32. Key capability: The ability to give up the need to be in control © 2012 Altimeter Group 2011
  • 33. Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309 Social Media Will Be Like Air © 2012 Altimeter Group
  • 34. THANK YOU Charlene Li charlene@altimetergroup.com charleneli.com Twitter: charleneli For slides, email slides@altimetergroup.com © 2012 Altimeter Group

Notes de l'éditeur

  1. Preparing For The Future Of Social MediaThe hotly anticipated Facebook IPO marks a watershed moment for social media -- no longer the bright shiny objective, it's time to stop dabbling and get serious. Yet most organizations look at social media as a check list -- got a presence on Facebook, Twitter, YouTube, Google+ and LinkedIn? Check it off the list. But unbeknownst to these leaders, much of the hard work still lies ahead. Charlene Li share what the future of social media looks like from our perch here in 2012 -- and what we need to do today to get ready. We'll discuss the detailed process of how to create a robust social business strategy that is holistic and integrated, as well as the core capabilities your organization must have in 2012 to be competitive.
  2. Where we have come from, timeline of how quickly things change.
  3. Social and especially Facebook is dominant
  4. How much do you really know about me? If we are going to be in a relationship, then I expect that you’ve taken the time to get to know me before we even meet. Trust becomes a significant issue. Relationship between privacy and permission
  5. Have a plan for everyday triage – as well as the crisis.