social networking past, present, future
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Social Networking Past, Present, Future. Mark Suster Caltech MIT Enterprise Forum October 9, 2010 @ msuster www.BothSidesofTheTable.com. Where Did Social Networking Start?. In our debates we tend to focus too much on technology. - PowerPoint PPT PresentationTRANSCRIPT
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Social Networking
Past, Present, Future
Mark SusterCaltech MIT Enterprise ForumOctober 9, 2010
@msuster
www.BothSidesofTheTable.com
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Where Did Social Networking Start?
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In our debates we tend to focus too much on technology
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It’s about shared experiences & we’ve replicated this online
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It’s about meeting people & communicated with those we
know
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Online social networks mirror offline lives
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It’s about the 6 C’s
Communications Connectedness Common Experience Content Commerce Cool Experiences (ok,
entertainment ;-)
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It’s whyBecome
s
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It’s whyBecome
s
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Pre Internet had social networks
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Pre Internet had social networks
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Anyone around then will know what one of these was
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AOL bridges gap between pre-Internet & Internet
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People advertised “AOL Keywords” not websites
AOL Keyword: Swordfish
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Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL)
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And “groups” have been around for ages
Mothers’ clubs Church groups Education
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Social networks have been around for a long time.
Usability is better.
3rd-party platforms.
More people are connected.
But same old shit.
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And then spam-based social networks began
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Mostly for professional use / older demo
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And it was really about extending your network
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Web 2.0 was born and we evolved online social expression
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Web 2.0 was born - social contribution
Blogging Photos Video
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Web 2.0 went social - skewed back to youth
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Teenage Middle America Scantily
Dressed Design chaos Ads galore Not verified
Up market University Exclusive Urban elite Clean Ad free Verified
Facebook launched. Was exclusive
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It started as .edu
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And they captured the tech elite
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They each captured 100m users, who increasingly wanted to share photos / video
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MySpace Bought PhotoBucket & Google Bought YouTube
And MySpace declared war on developers
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And this guy (22)
Schooled this guy (75)
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He understood software business was different than media business
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Within a SINGLE YEAR the game was over
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And Facebook went mainstream
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And then some !!!
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And we’re back to advertising non-web pages
Brands are spending big & abandoning web pages
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Social networking then went “open”
Asymmetric Public
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Twitter really is a totally new concept
Marketing channel RSS reader Instant messaging Chat Room Data mine Customer service
Dept
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And perhaps “open” went a bit too far
Social Spending
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I think we all know that social is going mobile
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And people are building platforms to enable this
Business Logic
Mapping Layer
Points of Interest
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OK, OK
But Where are Things Headed Next?
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1. Social Graph Becomes Portable
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2. We Form Around True Networks
Friends Family
Business Associates
Areas of Interest
Networking Dating
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2. We Form Around True Networks
Friends
Family
Business Associates
Areas of Interest
Networking
Dating
“ I’m coming home for Thanksgiving”
“ Check out how wasted we were ;-)”
“ Why did you choose MongoDB?”
“ I can’t believe we’re working again this weekend ”
“ I love The Decemberists, too!”
“I’m looking for a role as a Director”
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It’s ridiculous that these are all combined today
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Example: Quora
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Example: HackerNews
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3. Privacy becomes a bigger concern
3rd Party App
You
Your FriendPictures of your Kids
Personal Info
Date of Birth
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3. Privacy becomes a bigger concern
3rd Party Apps Can Access
@ messages
DMs (private)
Tweets
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4. Social Networking Becoming Pervasive
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So advertising & content curation are instantly more targetable
But most websites don’t know what to do beyond this
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5. Third Party Tools (e.g. Meebo Toolbar) Will Bring Social Networks to Websites
Twitter / Facebook
Chat
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5. But Also Bring Social “Features” like sharing
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6. Social Networking Will Split into Layers
Business Logic
EC2S3
Mgmt Tools
Mapping LayersNetwork Layers
Social Graph / FeaturesOpen Source Data
Totally New Opportunitie
s
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7. Social chaos creates new markets
Social Support
Social SFA
Social Analytics
Personal Relationshi
p Mgmt
Reputation Mgmt /
Authority
Social Marketin
g
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Fuck “Check Ins & Badges” Skate Where the Puck is Going
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The definition of social networking will cease to exist in the way that we seldom think about Internet companies
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And for those who wonder if Facebook now IS the Internet, remember ….
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Plus ça change
April 2000
Jan 1998
May 2007
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It’s why Zuckerberg remains paranoid
And why there’s still a dream for those of you who work hard & innovate
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Social Networking
Past, Present, Future
Thank you