1.1 Preparing For The Future Of Social MediaSFAMAFebruary 8, 2012Charlene LiFounder and Partner

2. 2 How Time Flies iPhoneFacebookNexus OneFacebookDebut Connect Android DebutTimelineJan 2007 July 2008January 2010Sept 2011 FacebookiPhone App iPad DebutPlatformStoreApril 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 repeatingNumber of US venture capital deals1995Q1-2011Q3250020001500 Google IPO Facebook IPONetscape IPO10005000 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/91530309Social Media Will Be Like Air 2012 Altimeter Group 7. Its about RELATIONSHIPS 2012 Altimeter Group2011 8. 8 #1 Consumers will reward transparent companies with their loyalty 2012 Altimeter Group 9. 9 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 its 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 sharingOpportunity: 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 ledOptimization Predictive Department led ProactiveCollaboration Centrally managed Reactive Connection Decentralized Ad-hoc 2012 Altimeter Group 19. 19 Leaderships means having followers Leadership is a relationship between those whoaspire 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 Group2010 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 Group2010 22. Creating Coherent Plans 2012 Altimeter Group 23. 23 The Takeaway its time to get serious Strategy DisciplineCapabilities 2012 Altimeter Group 24. 24 Define Your Strategy With GoalsDialog Learn Support Innovate 2012 Altimeter Group 25. 25 Strategy Project And Deliverables 3. 1.2. StrategyOrganizational DiscoveryDevelopmentDevelopmentA. EstablishA. Strategic VisionA. Social ReadinessBusiness ObjectivesStatement Roadmapand MetricsB.B. Opportunity B. Initiative Monitoring/Analytics Analysis Development RoadmapC. CustomerC. StrategyC. ExecutiveSegment Analysis Roadmap Education 2012 Altimeter Group 26. 26 What kind of relationship do you want? Transactional LoyalOccasionalConstantImpersonalAuthenticShort-Term Long-Term 2012 Altimeter Group 27. Be disciplined about addressing your27 Hierarchy of NeedsHolistic, Real-timeEnlightenmentPredictiveEmpowerment,Cross-Learning, EnablementMeasurement Asset Inventory, Best Practice Sharing, FormationCenter of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation 2012 Altimeter Group 28. Most companies still dont do this28 Take reasonableaction to fix issue and let customerknow action taken PositiveNegative YesYes NoDo you wantAssess the Evaluate the Does customer to respond? message purposeneed/deserve moreinfo?NoYesUnhappyYes Are the facts NoGently correct the Response Customer? correct?factsNo YesCan you NoDedicated Yes Are the facts No add value?Complainer?correct?NoYesExplain what isRespond inThank the Comedian Is the Yes being done tokind & share personWant-to-Be?problemcorrect the issue.being fixed?No Adapted from US Air Force Comment Policy YesLet post stand and monitor. 2012 Altimeter Group2011 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 ExecutivesExcellence BusinessEmployeesUnits2012 2011 Altimeter Group 31. 31Make 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 Group2011 33. Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309Social 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