1. Social networks will become ubiquitous and integrated into many online services and activities, with people's social graphs and identities portable across different platforms. 2. Relationships and social influence will be automatically mapped based on people's permissions, and social networks will compete to provide the best user experiences rather than locking users into isolated social graphs. 3. Marketers will pay more to reach and influence individuals based on their social authority and the interests of their social networks, with people having personalized rates reflecting their influence.

1. The Future Of Social Networks Charlene Li Vice President & Principal Analyst Co-author of Groundswell Forrester Research March 4, 2008

3. They are online with their social networks

5. Theme Social networks will be like air.

7. My multiple identities

11. My Facebook social graph Missing Colleagues Parents Extended family School parents Neighbors Babysitter Walking group

12. My real social graph is much more complex

13. Let’s end the insanity

14. Relationships today are explicit – and a pain Twitter Facebook LinkedIn Plaxo

15. New “entrants” will challenge the incumbents Millions of regular users Search & deep content Ad and content networks Relationship maps

16. Relationship mapping will be automatic and permission-based

17. What people do today on social networks

18. Dave has a nice book review on Facebook

19. But it would be more helpful on Amazon “ See friends’ reviews”

20. How Yahoo! could incorporate social networks Search based on what my friends finds relevant See which of my friends owns a Focus – and what they think of it Compare daily portfolio performance to friends’ Elevate stories tagged by friends – anywhere

21. The under-rated value of networks

24. Evolution of open platforms Walled garden services Portal aggregators 1993 1999 2003 2008-9 2013 Search freedom Data portability Ubiquitous social networks

26. Thank you Charlene Li +1 650.581.3833 [email_address] www.forrester.com groundswell.forrester.com