Category Archives: Future Trends

Social Business is the Collaborative Economy

Here’s a post by my friend Jeremiah Owyang about social business.

When I first saw the tweet about it. I asked “how can you be social without collaboration?”… I had my usual problem with the terms we invent. However, Jeremiah is a real though leader, he defines the trends he sees and I admire how he takes the risk of naming these things.

Social business IS business. Collaboration IS the essence of life. (We make connection and we share stories). Looking past the semantics, I read the article and the chart at the end of his post. He’s got the trend right.

What’s next?

social business
Above Image: Market Opportunities for the Collaborative Economy by Vertical, from Sharable Magazine

Social Business is the Collaborative Economy

What’s the next phase of Social Business?  That’s the question I’m frequently asked.  Without a doubt, the next phase is the Collaborative Economy.

What’s that?  That’s where ands will rent, lend, provide subscriptions to products and services to customers, or even further, allow customers to lend, trade, or gift anded products or services to each other.  This unstoppable trend is fueled by the social web, the specific features include relationships, online profiles, reputations, expressed needs and offerings and ecommerce. Customers are already starting to conduct these behaviors among themselves using TaskRabbit, AirBnb, Lyft, and many others tools –some of these are disruptions and opportunities to ands.

[The next phase of Social Business is the Collaborative Economy; Brands will enable customers to share, trade, lend, gift products and goods using social technologies]

While this movement will have oader global and economic impacts, at Altimeter, we’re focused on disruptions to corporations.  We’re knee deep in interviews for our next report on the Collaborative Economy, and have interviewed startups, VCs, ands, social business software vendors, authors, thought leaders, and are dissecting data of 200 sharing startups, for a oad overview of what it means to business.

Matrix: Phases of Social Business

Caveat: There are many oader impacts inside of the company that also impact HR, recruiting, supply chain, IT, and more, the above is just a sample of the most well discussed impacts.Brands Already On Board: Toyota, Barclays Card, Avis, BMW, WalmartWhat are examples of companies that are already taking advantage of this new social business trend now?  Here’s a few from the Master List of Brands Participating in the Collaborative Economy:  To stay current with car sharing or lending services like Lyft, RelayRide, Zipcar, Uber and more Toyota, OnStar and BMW are allowing cars to be rented.   Barclays Card sponsored and supported bicycle sharing in the city of London, associating their and with the movement.  And retail giant Walmart is considering allowing customers to deliver goods to each other, to compete with Taskrabbit and Amazon.

[The first phase of Social Business impacted anding and PR, it shifted to support and product development.The next phase impacts core business model]

Mindset Change Required in CorporationsSo there you have it, the next phase of Social Business goes beyond marketing and customer support, it changes the fundamental business models and relationships that we will have with our customers. The big change that ands will struggle with, as is it means that ands will have to care about the relationship between customers as they trade and rent your products between themselves.

How the TIME Social Media Editor Does Old Media

When we heard about a TIME social media editor using social media for an old media property, our first thought was “Won’t this just be #oldmediabias talking about what they are doing to get people back to ‘the way things should be”

TIME's Social Media Editor talks about new media for old media

In this Ebyline interview of social media editor Kelly Conniff by Susan Johnson, we see there’s more to it than that. Still, we have the paradox: the better she does at embracing the future, the harder it will be for TIME to pretend they can hold to the past?

Is there a future for magazine? Read this and let’s discuss in the comments below.

When news breaks, readers turn to social media to read and post updates, presenting opportunities for news outlets to engage with them and challenges in keeping up with multiple platforms and a 24/7 news cycle. Ebyline recently discussed these challenges and opportunities with Kelly Conniff, who started as social media editor at TIME in September after working as social media manager at the National Geographic Society since 2009. Excerpts from that interview follow.

What social media platforms does TIME focus on?

Really the number one platform we’re on is definitely Twitter. We actually just hit four million followers today, which was amazing. Beyond that we also are on Facebook, and we just actually hit 600,000 [Facebook likes]. We’re one of the biggest news ands on Google +, and we should be in the neighborhood of hitting two million next week, which is just amazing.

We’re also on Pinterest and Instagram. We actually have two Tumblr’s. One is TIME magazine proper, and it’s very much kind of our behind-the-scenes look at how the magazine is made, how we put together our amazing covers, and basically how we do what we do. We also have one for LightBox, which is our photography blog that is very popular in the industry. That one focuses a little bit more on the photo projects that we feature every day as well as kind of promoting what’s happening in the photography community.

See full story on

Looking Ahead at The Marketing Technology Landscape

If you're the only one saying how awesome your product is, you don't need to yell louder. The marketing technology landscape has changed

Last night on Facebook, Robert Scoble asked if people thought that company reps and fans were cluttering up the marketing technology landscape with too many people saying the same thing.

I said the problem was not consumers, it was the company stuck in the paradigm that they had to be talking about their new products.

I’ve been saying:

If you’re the only one saying how awesome your product is, you don’t need to yell louder. tweet this

It’s a topic I’ve been YELLING about (irony is not lost on me) since we wrote Twitter Revolution.

We recognized that we were leaving the anomaly of the 20th century, the mass media one way blasts, and were having two way conversations. I’ve been saying how we spent the last hundred years getting good at pushing out a message, and that now we needed this Century to teach (or have die off) all the people who assume LOUDER is better.

Since then, I’ve learned that dialog is just one step.

OLD MARKETING  = One Way Blast from the Center


SUCCESS = Two customers talking to each other.

Your Job is Help Customers Talk to Each Other

Its Word of Mouth and Social Graph and the move to LISTENING put together with a huge amount of data.  Working toward knowing the needs of influencers and ALL to anticipate their needs and see that it’s available WHEN THEY ASK FOR IT.

We used to craft marketing messages and announcements. MOST marketers think that’s what social media does: just another media (they are the ones going away over the next 100 years :).

The marketing technology landscape has evolved. The business of the future will have smart relationships, use all the data they can mine, wisdom and insight to design better products and then let the market find them.

Marketing is Seduction

Like any seduction, marketing that looks like marketing is third rate marketing. We don’t chase the one who is chasing us. The ART of this is knowing that people are anxious for your new products, your excellent service and your fresh ideas. More important, they are dying to tell their friends that they found the newest thing.. not parrot what we tell them.

“Likeonomics” and Other Trends for 2011

The world is coming to us all in real time now.. We still value great content, a thoughtful post, an entertaining video or a quiet conversation with friends.. but we get so much none stop 24/7 content, the value of curating and quick help is accelerating

This is one of the 15 trends. Watch the slide show here for more:

Google Add Their LIKE Button.. the +1

Likeonomics is the trend to watch. People want to share, and they want to do it quickly.

Google moves towards instant mini-recommendations with the +1 button

Are you letting your readers and customers share easily?

And please click the LIKE button

The Future of Media is Here

Chris Brogan created a new media post about the future of media using video, text, and social media connections to get a story started and expanded with conversation.

From a tweet, I read the blog, decided to comment, hope to add some thoughts and continue that conversation.

Chris Brogan on the future of media

With the tools we currently call social media we can have micro conversations, two way exchanges and even media independent connections. I can see a person on Facebook, give them a shout on Twitter and pick up the phone if I miss them on a Skype chat. The meaning has gone beyond the channels used.

One sign that this is evolving is forgetting which medium we used. I bumped into a joint venture partner at an event last week, while there, we had a meal together and exchanged several SMS messages. I checked in using Foursquare and told a mutual friend about it on Facebook. When I later sat down to email him, I had to think of which medium we talk on (it was LinkedIn last week Smile)

Sounds like a bit of hassle. It can be frustrating, but profitable.

Using the connections and tools our partners, prospects and customers prefer get the best response. In the future, we’ll have better tools to sort it out. However, I think the real breakthrough has occurred. We can do it now.

Reply with your comments here. Or tweet me that you comment on the Facebook version of Chris’s post. Make a Youtube response if you wish.

Regardless of the media or channel… get into the conversations. (maybe not this conversation about conversations.. but there are many that will be profitable).

People are talking. It’s here if you listen.

Listen and love (respond as you would to a friend).. it’s as simple as that.

Google Catching Up in Social Media

We all know the data is out there.. Google indexes it and helps us find it.

We also know that data is never as meaningful as a recommendation from a friend. That’s why social media is so popular… it’s people talking to people about stuff

Social Search if Profitable Social Media

The old methods and metrics still hold. It’s great to have more friends, more web mentions, more connections and more traffic.

We are all still learning how to measure the engagement value… is a conversation worth more than an ad?

I can’t prove it with numbers yet.. but you know. Talking to a friend is better than reading an ad.

Twitter Author to Speak at CES 2011 Social Media Event in Las Vegas

Warren WhitlockLAS VEGAS: Warren Whitlock, author of Twitter Revolution: How Social Media and Mobile Marketing is Changing the Way We Do Business & Market Online will speak during the Social Media is Action session of the Consumer Electronics Show, January 7th, 2011.

“The social media revolution in business and marketing has just begun.” Said Marketing Strategist Warren Whitlock. “We have seen large changes in technology and media over the past few years, but are only now beginning to see the impact on retail, distribution and manufacturing that will continue in the coming decade”

Social Media in Action is presented by Tweet House. The Tweet House will be at CES in full force in January 2011,  hosting “It Won’t Stay in Vegas” Tweet-up party at the Tweet House, on January 7th, at the Atomic Testing Museum.

During the day on January 7th, from 9am to 1pm, the official Social Media track for CES 2011 takes place in the Las Vegas Convention Center. Registered attendees of CES Vegas can purchase tickets to the Tweet House conference sessions here.

Speaker for Social Media In Action: Philosophies, Strategies and Tactics That Consistently Win session are Jessica Berlin, Warren Whitlock and Christopher Rauschnot

Social Media is More Than New Media

The technologies we refer to as “social media” are more that a new channel to advertise and marketing through.

This revolution is bringing a new way of doing business.

Altimeter has released a survey of top retailer with data and perspective about where this is going and how social media (or might we say social business) is changing the game.

Social Media Players Will Add To Your Profits

Tonight’s Social Media Radio Show will have CEO of companies that can help you share your story better in social media.

We know that a story will stay with a person much better that a list of products and services. People think in stories.. help them learn about your message, your missions and your passion and they will be more likely to share it with many others.

Features guests:

Burt HermanBurt Herman (@Burt Herman) is the CEO of He is an entrepreneurial journalist. 

Storify is in private beta, and can be described a way to create stories using social media. Turn what people post on social media into compelling stories.

@EdLovesSumo and I have been using storify and wondering at the possibilities. Burt will tell us when we all can use it.

Jordan Kretchmer

Jordan Kretchmer (@jkretch), Founder and CEO of Livefyre background is in product development and brand strategy. At 17, he started his full-time career designing web applications for brands ranging from Subaru to to Pepsi to MINI Cooper. He spent nine years in the advertising industry, and where he managed the digital development teams.

Livefyre will turn your comments into LIVE conversations. You can replace your static comment section with a live stream of comments, images, and video. Built on chat technology, Livefyre brings the most engaging live conversations right to your content.

imageEric Goldstein (@eGoldstein) is the CEO and founder of where he says “conversation is king”. He’s been on the show a couple of times and when I talked to the other guys, I realized how these all are working on the same goal.

Eric is a big USER of Amplify and we’ve had many great stories come out of extending the conversations that get started on Twitter.

Tune in to Social Media Radio at 7:00 PM Pacific (10:00 PM Eastern) on Friday 10/22 (that’s tonight)

Log into the chat at

And please TWEET, Share and LIKE this announcement, The more we grow, the more our your grow. Let’s all tell the story of Profitable Social Media together!

Is Social Media a Game or a $2 Billion Market?

Why would anyone waste time playing a silly game on Facebook?

That’s what the majority of users are saying.

But think for a moment about the small part that does play. By “Small” I mean 75,000,000 users on Farmville.

Facebook now has  team working on  marketing with games, developing ways to make the user experience better. Targeted ads, to be sure.. but also connecting people similar interest

People who use Facebook either tend to tell us that they love playing games or hate them, and we haven’t had the right tools to enable developers to grow their games while at the same time providing a great user experience for non-gamers. We’re building more sophisticated tools that will allow us all to be more successful against those goals.

For game players, here are some improvements we’re excited to be launching today:

  • Full stories in News Feed so they won’t miss when a friend shares an action or needs help in a game. The more active a person is in a game, the more prominent the stories will be.
  • Smarter bookmarks on the home page that will automatically appear and reorder based on the games they’re playing. They will no longer need to individually bookmark apps, and it will be easier to get to favorite apps.
  • A clearer, highlighted number for pending requests or tasks alongside bookmarks.
  • Requests in the Games Dashboard, where they can manage all their game activity and discover new games.

Facebook Developers Page

And best of all.. less announcements to the rest of us that aren’t involved in the game?

How will you include this market in your profitable social media plans?