1. Social Ubiquity –
The Disruption When Mobile
and Social Networks Intersect
Michael Gartenberg
April, 2010
#thinkmobile
2. Context is the Key to Social Ubiquity
Enablement
The PC moved from the desktop to the pocket &
consumers are always connected
Persistence
Consumers now access people & content relative
to them at any given moment
Trusted Ubiquity
Information can now be both real time and trusted
5. People – Trust Matrix
Business Personal Public
High Trust A business contact who A friend who you trust as Public Expert, columnist,
is credible in their space they may be like you analyst, scientist.
Low Trust Someone you may work Someone you don't have Celebrity
with distantly and may a close relationship with,
not know or they are not 'like you'
11. Crossover Matrix
People Activity Time Place
People X Real Time Status Friends Bread Community ratings
Crumbs
Activity X X Historical behavior Real Time Status
Time X X X Personal Bread
Crumbs
Place X X X X
12. Consumers Empowered
• Communication Moves to Collaboration
• A Global Collective Reference Memory is Created
• Communication is One to Many Not One to One
• Social networks & Relationships Reinforce
Behavior
Consumers are empowered to never make mistakes
13. Consumers Influenced Beyond their
Physical Surroundings
Prior: My Decisions Based On -
• Personal historical behavior
• External influences. Ads, Friends
Now: My Decision Process Now Includes -
• Real Time Information
• Contextual Data
• Social Factors Beyond My Physical Sphere of
Influence & Reach
The Result? I Make Better Decisions. Fewer Mistakes
14. Brands, Sellers & Companies Severely
Impacted
Companies trying to reach consumers in their mobile
space must embrace the following changes:
1. Can't rely only on personal history, social
influences must be factored.
2. Experiences both good and bad are exaggerated
and magnified in real time.
3. There are no more secrets - Brands can no longer
sweep bad experiences under the carpet.
15. Brands, Sellers & Companies Severely
Impacted
Companies trying to reach consumers in their mobile
space must embrace the following changes
4. Brands can't focus on individual reviewers.
Collective memory is important.
5. Companies can no longer ignore real time. Must
monitor -- and respond.
6. Reputation inertia is a powerful force. How your
perception initially tracks, will be hard to deviate
from.
7. More data doesn’t make for better information.
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Thank you
Michael Gartenberg
michael@altimetergroup.com
Gartenblog.net
Twitter: gartenberg
For slides, send an email to
slides@altimetergroup.com
17. 17
About Us
Altimeter Group is a strategy consulting firm that provides companies
with a pragmatic approach to disruptive technologies. We have four
areas of focus: Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Design.
Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.
