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

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