Speech "The Future Of Social Networks: Where We Are Today" given on Thursday, Jan. 22, 2008 to the San Francisco American Marketing Association at the offices of Adaptive Path. Focus is primarily on the marketing and advertising opportunities in social media in the future.

1. The Future Of Social Networks: Where We Are Today Charlene Li Altimeter Group January 22, 2008

2. Social networks will be like air

3. This more than just about “social networking sites”

4. Your friends will be where ever you need them Friends’ Reviews

5. Social media content appears in other channels Current TV added Twitter posts into its coverage of the presidential debates as well as the Inauguration

6. Universal identity and sign-in

7. Eliminates “re-friending” TheInsider.com allows users to bring in their Facebook friends Avoids building yet another siloed social network

8. Profiles where they are useful LinkedIn plug-in for IBM Lotus Notes integrates profiles directly into email

9. Your friends’ activities in context around “objects” with GetGlue

10. The same toolbar appears on IMDb

11. The toolbar shows Chris’s comments from Wikipedia

13. But how do you make money?

15. The current state of social networking advertising Traditional ads, standard IAB units

16. Ads tucked in to push “fanning”

18. New ad formats within social networking sites Facebook virtual gift, social, and engagement ads BuddyMedia social app-vertisement SocialVibe profile sponsorships

21. Communications can also fill in the social graph profile

22. Google already tracks who you email the most

23. Media6 identifies who is closest to you – your “network neighbor” “ Lisa” buys on NineWest.com Media6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved) 2 1 3 NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa

28. Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Slides available at slideshare.net/charleneli Copyright © 2008 Altimeter Group