kmworld 2009 presentation: role of social technologis in search and the organizational impact

The Role Of Social Technologies In Search & How It Will Impact Your Organization

Charlene LiAltimeter GroupNovember 18, 2009

For slides, send an email [email protected]

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We’ve come a long way

from 10 blue links

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Bing integrates Twitter- Focuses on links- Prioritizes tweets

Social content will move into main search results

The impact on search

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Theme

Social networks will be like air

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There’s now a culture of sharing

The Engagement Pyramid builds on sharing

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People turn increasingly to social technologies to get work doneShared content gets integrated into search results

Facebook Connect extends

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See what friend read/comment

on

Your site as you know it

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Your site with Google Sidewiki

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Integrate friends with GetGlue

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Reviews from people I know

Source: RazorfishNote: This is a mock-up, not an actual product

New ways of targeting marketing

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Demographic

Geographic

Psychographic

Behavioral

Socialgraphic

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

How to prepare

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What kind of relationship do you want?

Transactional

OccasionalImpersonalShort-term

Transactional

OccasionalImpersonalShort-term

Passionate

ConstantIntimate

Loyal

Passionate

ConstantIntimate

Loyal

#1 Focus on relationships, not technologies

Obama redefined political campaigns

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#2 Create learning organizations

Use new listening platforms

Identify in-house & external experts

Know influence of key people

Surface ideas with novel approaches

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Create a culture of sharing

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Internal blogs

Yammer (internal Twitter)

#3 Create new workflows

Social technologies will disrupt traditional organization structures

Social pressures traditional orgs

Task Strategy ChangesMarket research Learn • Monitor conversations

• All employees listen & learn

Marketing/Sales Dialog • Any employee can converse• Bridge the consideration gap

Customer support

Help • Proactively seek out problems• Enable customers to help

Product development

Innovate • Seek ideas from customers• Broaden employees involved

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Ties these comments back to customers

Integrating social updates intothe enterprise

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#4 Be ready to give up control

26 Photo: Kantor, http://www.flickr.com/photos/kantor

The Sandbox Covenant

Openness requires accountability

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The Red Cross handbook/policies help keep order

http://sites.google.com/site/wharman/social-media-strategy-handbook28

#5 Fail fast, fail smart

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Identify the top 5-10 worst case scenarios.

Develop mitigation and contingency plans.

Encourage risk taking and forgive failures.

Wal-mart failed many, many times

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Buyer blog hit the right note

Summary

•Social networks will be like air.

•Social will be integrated into all aspects

of search, information, and organizations.

•Be ready to give up control – you have no

choice.

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kmworld 2009 presentation: role of social technologis in search and the organizational impact

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