defrag keynote nov. 4, 2008
TRANSCRIPT
A long, long, time ago…
2
Google OpenSocialNovember 1, 2007
Facebook ConnectMay 9, 2008
MySpace Data AvailabilityMay 8, 2008
Google FriendConnectMay 12, 2008
Facebook PlatformMay 24, 2007
Agenda
• Where are we today with the open Web?• How will things work better?• What should you be doing to prepare?
4
The rules are being agreed upon
5
• Two standards with Facebook and the “Open Stack”
• Remote sites now starting to access social data
Walled gardens are breaking down
6
Facebook’s Julie Zhuo sharing Facebook Connect’s UI experiences at the OpenID/Oauth UX Summit, October 20, 2008. Source: John McCrea.
2. Detailed social graph
• Spouse• Colleague• Nice neighbor• Bunco buddy• My BFF
8
• Mother• Client• Bad neighbor• Gym buddy• Ex-boyfriend
• Child• Prospect• New neighbor• Trainer• High school
rival
3. Activities and applications
9
TheInsider.com allows users to bring in their Facebook friends
Avoids building yet another siloed social network
Agenda
• Where are we today with the open Web?• How will things work better?• What should you be doing to prepare?
11
The Promise
“Anything that you do is better done with friends.”
12
(Just not necessarily with all of them.)
The Perfect (Data) Storm
Today, we can capture what was invisible and untrackable because of three trends•Social relationships
– Explicit friends, profiles, and behavior
•Culture of sharing– Content creation, tagging, and lifestreaming
•Ambient data generation and capture– Location, browsing and search history, purchases
13
As “life devices”, mobile becomes the core of implicit data
16
Web apps like Yahoo! OneConnect pull in social graph data
Can tap into location and address book today
In the future, will tap into call log, messaging, browsing, and calendar as well
A “social algorithm” will make privacy and permissions easier to manage
• Context makes content privacy easier– Social signals provide a shorthand for our mental
map of relationships– Suggests who might want to see it, e.g. photo
sharing
• Community based privacy– Suggests people like you have this type of privacy
17
Ambient data informs next actions to take
18
•Times when contact emails best time to email him
•Rank among contacts•Phone number extracted from emails
•Request a meeting
Source: Xobni.com
Organizing and sharing your photos
19
Take a photo with your GPS and compass enabled camera(adds metadata to the photo)
Face recognition software identifies people in your social graph(leverages existing social graph)
Calendar shows I’m on vacation(provides context)
Sends it to my mom’s photo frame (sets default permissions)
The future of ITV
• The fallacy of ITV – that people would want to interact with a television
• Instead, they want to interact with each other
• Smart TV’s will understand your social graph
20
Current TV’s “Hack The Debate” integrating Twitter into the broadcast
Engagement Pyramid
Base: Global active Internet users (uses the Internet every day/every other dayNote: Percent of active Internet users that do this at least weeklySource: Universal McCann Social Media Tracker Wave 3, March 2008
• Edit a wiki• Moderate a forum
• Write in a blog – 21% • Upload a video – 18%
• Rate a product or service• Comment on a blog post• Write in a discussion forum
• Share online video – 37%• Update profile – 35%• Upload photos – 23%
• Watch online video – 59%• Read blogs – 48%• Download podcasts – 23%
Agenda
• Where are we today with the open Web?• How will things work better?• What should you be doing to prepare?
28
1) Prepare to open
• Leverage existing identity and social graphs• Get your privacy and permission strategy
aligned with an open strategy• Find your trust agents
– “In Google I trust”
29
2) Open up your data and mental firewalls
30
But allow people and employees to create their own “personal” firewalls
Summary
• Social networks will be like air• Open will be the new norm, so consider how
you will open your business• Prepare for a new type of leadership
Charlene LiAltimeter Group
Slides available at slideshare.net/charleneli
Copyright © 2008 Altimeter Group