Post on 08-Jan-2016
description
Social Networking
Past, Present, FutureMark SusterCaltech MIT Enterprise ForumOctober 9, 2010
@msuster
www.BothSidesofTheTable.com
Where Did Social Networking Start?
In our debates we tend to focus too much on technology
Its about shared experiences & weve replicated this online
Its about meeting people & communicated with those we know
Online social networks mirror offline lives
Its about the 6 CsCommunicationsConnectednessCommon ExperienceContentCommerceCool Experiences (ok, entertainment ;-)
Its whyBecomes
Its whyBecomes
Pre Internet had social networks
Pre Internet had social networks
Anyone around then will know what one of these was
AOL bridges gap between pre-Internet & Internet
People advertised AOL Keywords not websitesAOL Keyword: Swordfish
Web 1.0 made it easier to have personal pages on the web (e.g. not AOL)
And groups have been around for agesMothers clubsChurch groupsEducation
Social networks have been around for a long time.
Usability is better.
3rd-party platforms. More people are connected.But same old shit.
And then spam-based social networks began
Mostly for professional use / older demo
And it was really about extending your network
Web 2.0 was born and we evolved online social expression
Web 2.0 was born - social contributionBloggingPhotosVideo
Web 2.0 went social - skewed back to youth
TeenageMiddle AmericaScantily DressedDesign chaosAds galoreNot verified
Up marketUniversityExclusiveUrban eliteCleanAd freeVerifiedFacebook launched. Was exclusive
It started as .edu
And they captured the tech elite
They each captured 100m users, who increasingly wanted to share photos / video
MySpace Bought PhotoBucket & Google Bought YouTubeAnd MySpace declared war on developers
And this guy (22)Schooled this guy (75)
He understood software business was different than media business
Within a SINGLE YEAR the game was over
And Facebook went mainstream
And then some !!!
And were back to advertising non-web pagesBrands are spending big & abandoning web pages
Social networking then went openAsymmetricPublic
Twitter really is a totally new conceptMarketing channelRSS readerInstant messagingChat RoomData mineCustomer service Dept
And perhaps open went a bit too farSocial Spending
I think we all know that social is going mobile
And people are building platforms to enable thisBusiness LogicMapping LayerPoints of Interest
OK, OK
But Where are Things Headed Next?
1. Social Graph Becomes Portable
2. We Form Around True NetworksFriendsFamilyBusiness AssociatesAreas of InterestNetworkingDating
2. We Form Around True NetworksFriendsFamilyBusiness AssociatesAreas of InterestNetworkingDating Im coming home for Thanksgiving Check out how wasted we were ;-) Why did you choose MongoDB? I cant believe were working again this weekend I love The Decemberists, too!Im looking for a role as a Director
Its ridiculous that these are all combined today
Example: Quora
Example: HackerNews
3. Privacy becomes a bigger concern3rd Party AppPictures of your KidsPersonal InfoDate of Birth
3. Privacy becomes a bigger concern3rd Party Apps Can Access@ messagesDMs (private)Tweets
4. Social Networking Becoming Pervasive
So advertising & content curation are instantly more targetableBut most websites dont know what to do beyond this
5. Third Party Tools (e.g. Meebo Toolbar) Will Bring Social Networks to WebsitesTwitter / FacebookChat
5. But Also Bring Social Features like sharing
6. Social Networking Will Split into LayersBusiness LogicEC2S3Mgmt ToolsMapping LayersNetwork LayersSocial Graph / FeaturesOpen Source DataTotally New Opportunities
7. Social chaos creates new marketsSocial SupportSocial SFASocial AnalyticsPersonal Relationship MgmtReputation Mgmt / AuthoritySocial Marketing
Fuck Check Ins & Badges Skate Where the Puck is Going
The definition of social networking will cease to exist in the way that we seldom think about Internet companies
And for those who wonder if Facebook now IS the Internet, remember .
Plus a changeApril 2000May 2007
Its why Zuckerberg remains paranoidAnd why theres still a dream for those of you who work hard & innovate
Social Networking
Past, Present, FutureThank you
************************************************************