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Harnessing The Implicit Value Of The Social Graph Charlene Li Altimeter Group November 4, 2008 1

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Harnessing The Implicit Value Of The Social Graph

Charlene LiAltimeter Group

November 4, 2008

1

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

Social networks will be like air

3

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.

1. Universal identity – Open ID, email, mobile number, gamer tag

7

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

Obama campaign integrated Facebook Connect two weeks ago

10

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

Communications can fill in the social graph

14

Google already tracks who you email the most

15

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%

GetGlue adds a social toolbar in Firefox around objects

The same toolbar appears on IMDb

The toolbar shows Chris’s comments from Wikipedia

24

Transactions also become easier

25

Semantic search alone doesn’t work well

26

Search can improve with social context

27

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

3) Prepare for the demise of the org chart

31

New forms of leadership will be needed

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

[email protected]

Slides available at slideshare.net/charleneli

Copyright © 2008 Altimeter Group