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Three Social Thunderstorms

George F. Colony CEO, Forrester Research December 8, 2011

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Thunderstorm One: Death of the Web

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PC

Web/ Cloud

Internet
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App

Apple
Software Entrant Platform Entrant HP Services Entrant Siemens Dell Software AG SAP Oracle Salesforce.com IBM Amazon

Baidu

Cisco Google Deutsche Telecom RIM Orange SAAS Horde Microsoft Yandex Facebook Nokia Renren

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The App Internet Ecosystems War

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Thunderstorm Two: Social Saturation

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Social adoption in Europe and the US

Social adoption (EU7) Social adoption (US)

100%

82%
80%

81%

86% 79%

74%
60%

73%

40%

20%

0%

2009

2010
Base: Online adults

2011

Source: European Technographics Online Benchmark Survey, Q3 2011 and the North American Technographics Online Benchmark Survey, Q3 2011 14
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Social adoption
120% 100%
95% 78% 79% 87% 84% 85% 76% 85%

Urban data only

93% 98% 95% 97% 98% 93% 94%

86% 88%

80%
60%

73% 76%

40%
20% 0%

Base: Online adults 15 Source: Forrester Research

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What saturation means

Yes, we are in a bubblefor social startups We are moving to a post social (POSO) world POSO startups will dominate.

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Thunderstorm Three: Enterprise

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Most companies are moving towards social

What are your firms plans to adopt a social media platform?

Implemented

25%

Planning to implement

72%
22% 5% 0% 5% 10% 15% 20%

25%

Interested but no plans

Not interested

24%

Don't know

25%

30%

Base:2,741 technology decision-makers Source: Forrsights Global Budgets And Priorities Tracker Survey, Q2 2011 18
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Why enterprise social?

Better customer interaction (31%) Customer self-service (19%) Fosters internal and external collaboration (18%)

Base:2,741 technology decision-makers Source: Forrsights Global Budgets And Priorities Tracker Survey, Q2 2011 19
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What enterprise means

Beyond Sharepointlies the next wave of social opportunity A rich and growing professional service market emerges A major test of marketing and BT collaboration

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When the skies clear

A new social platform App Internet New social players POSO New social opportunities Enterprise Social will thrive, but in an evolved form.

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