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

They are online with their social networks

Theme Social networks will be like air.

My multiple identities

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

My real social graph is much more complex

Let’s end the insanity

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

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

Relationship mapping will be automatic and permission-based

What people do today on social networks

Dave has a nice book review on Facebook

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

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

The under-rated value of networks

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

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