Ismail Blogtalk 2008
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Ismail Blogtalk 2008

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Ismail Blogtalk 2008 Ismail Blogtalk 2008 Presentation Transcript

  • Entrepreneurship & Social Media Salim Ismail Head of Brickhouse, Yahoo! Ex-
  • Background
    • 1996: First early-stage company
    • 2001: First startup (of my own)
    • 2002: 2 nd startup
    • 2005: 3 rd startup
    • 2006: 4 th & 5 th startups
    • 2007: Joined Yahoo to build/run Brickhouse
    • 1 year, 3000 ideas and 4 products later….
    • 2008: Back to Startup land
  • Cork – 1996-2008
  • Cork – 1996-2008
  • Overview
    • Internet Infrastructure
    • Context for where we are today
    • technology underpinning
    • product roadmap
    Data on the internet Hidden Web Event-Driven Business Models Map of the internet Social Media Web 2.0
  • What is Web 2.0
    • According to Tim O’Reilly….
    Fundamentally: user participation (UGC) + XML
  • Other Web 2.0 Descriptors
    • Services (as opposed to data)
    • UGC (User Generated Content).. e.g. blogs
    • Manipulate and ‘use’ data, not just presentation
    • Low latency (real time)
    • Data aggregation
    • Social Networking
    • Examples
      • Flickr, Buzznet, Dabble
      • Wordpress, Typepad, Drupal
      • Eventful, Upcoming, Edgeio
      • YouTube, MySpace, FaceBook
    Web 2.0: Consumer to Consumer
  • Web 2.0 Tag Cloud
  • Web 2.0 – Was led by Blogs
    • Last few years - blogs have exploded in use
      • With the rise of the web in the 90s, we had millions of readers, but relatively few publishers (e.g. CNN, CNet)
      • Now, due to the ease of publishing with blogs and other tools, we now also have millions of publishers
        • 1m in 01/04, 10m in 01/05, 50m in 2006 and over 100m today (that’s just blogs)
    • A Syndication ecosystem has evolved
      • Ping servers, ping aggregators and blogging platforms all collaborate to disseminate RSS and Atom updates
    • Blogs now being ‘overtaken’
      • Top Bloggers: stratifying into self-publishing journalists/pundits
      • MySpace, FaceBook, Twitter, Bebo et al covering the rest
      • Has led to web 2.0 and social media
  • Since then… a few companies are betting on it
  • What makes this all tick? Syndication XML Low Latency Great UX
  • Overview
    • Internet Infrastructure
    • Context for where we are today
    • technology underpinning
    • product roadmap
    Data on the internet Business Models
  • Web 2.0 = Internet 3.0™ We are increasingly watching … 80s Email 90s Web Browser 00s RSS Aggregator Messaging Request Response Publish Subscribe What’s your email address? Sending What’s your Website? Searching What’s your Feed/Blog? Watching Information Exchange Patterns Evolution of the Internet
  • Web 2.0 = Internet 3.0
    • Web 2.0 = Internet 3.0
    • Structured Data (XML) Syndication is starting to take hold
    • Event-based (Publish/Subscribe)
    • Participatory UX = consumer to consumer
      • Latest wave in internet companies (MS, FB, YT…)
  • Internet 3.0 – The Nervous System
    • The internet is evolving into a complex organism
    • Search is the memory
    • Web 2.0 provides the basis for the nervous system
    The key question is: “ Whenever…”
  • Now that we understand internet infrastructure...
    • Internet Infrastructure
    • Context for where we are today
    • technology underpinning
    • product roadmap
    Data on the internet Business Models Definition: Rows & Columns e.g. Word vs. XML authoring
  • Example: Blogs
    • RSS is really just a wrapper for text plus metadata plus a syndication mechanism
      • Atom is another, more evolved syndication spec
    • A typical blog
    • Post contains an
    • opinion or
    • specific
    • Information
    • (in text)
  • The Internet is largely ‘hidden’ data
    • Unstructured information (Visible Web)
      • HTML and text oriented
      • Search-engine crawlable
      • Difficult to analyze
    • Structured information (Hidden Web)
      • XML, structured information (auctions, tickets, cars, jobs)
      • Lives mostly in walled gardens (eBay, Monster…)
      • Not easily available to search engines
      • Much of that can be syndicated
    The hidden Web is 400-500x larger than the visible one VISIBLE WEB HIDDEN WEB Source: Crawling the Hidden Web Sriram Raghavan, Hector Garcia-Molina
  • Types of Structured Content Web 1.0 Autotrader eBay Monster Craigslist Lexis Nexis Online Media Web 2.0 Wordpress TripAdvisor Dabble “ Fire Eagle” SkyDeck SafariU Zillow Tripit Zimbra .. .. ..
  • The old world (hidden web)
    • Before
    • User fills form site stores data users search site
    craigslist
  • The new world
    • After
    • User fills form (publish) data is syndicated users get updates
    Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process
  • Aggregators Blogs RSS Readers RSS Feeds Closed Syndication or Branding Browsers Web Pages Search Engines Internet Information Flows Open Syndication or Branding Pings Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0 Walled Garden DBs
  • Blogs Aggregators RSS Feeds Browsers Web Pages Search Engines Internet Information Flows Pings Open Syndication or Branding craigslist Closed Syndication or Branding Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0 Walled Gardens
  • Recent Products
    • Who do I know (Social Networks) :
    • Flickr, Upcoming, FaceBook, MySpace, Bebo
    • What am I doing (status updaters) :
    • Twitter, Pownce, Skype, FB
    • Where am I (location brokers)
    • Fire Eagle, Plazes,
    • Loopt
    Gov’t Data Enterprise Data E-commerce Transactional data (reviews/ratings) (offers for sale) (events) Self-publishing (where am I) (what am I doing) SN Profiles Blogs (about me) HTML Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0 Aggregators Blogs RSS Readers RSS Feeds Closed Syndication or Branding Browsers Web Pages Search Engines Walled Garden DBs Open Syndication or Branding Pings Social Networks Mini Feeds Closed Syndication or Branding Social Networks (email)
  • Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0 Aggregators Blogs RSS Readers RSS Feeds Closed Syndication or Branding Browsers Web Pages Search Engines Internet Information Flows Open Syndication or Branding Pings Social Networks Mini Feeds Closed Syndication or Branding Social Networks (email) Walled Garden DBs craigslist
  • Types of Structured Content Gov’t Data Enterprise Data E-commerce Transactional data (reviews/ratings) (offers for sale) (events) Self-publishing (where am I) (what am I doing) SN Profiles Blogs (about me) HTML Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0 Aggregators Blogs RSS Readers RSS Feeds Closed Syndication or Branding Browsers Web Pages Search Engines Walled Garden DBs Open Syndication or Branding Pings Social Networks Mini Feeds Closed Syndication or Branding Social Networks (email) 80s Email 90s Web Browser 00s RSS Aggregator Messaging Request Response Publish Subscribe What’s your email address? Sending What’s your Website? Searching What’s your Feed/Blog? Watching Information Exchange Patterns Evolution of the Internet
  • Business Models – Internet 3.0 Publish (syndicate) Blogs Photos Video CGM Subscribe RSS readers Cell phones Web Clients Aggregate Search Engines Social Networks Vertical Search Tagging Aggregators
  • Types of Structured Content Gov’t Data Enterprise Data E-commerce Transactional data (reviews/ratings) (offers for sale) (events) Self-publishing (where am I) (what am I doing) SN Profiles Blogs (about me) HTML Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0 Aggregators Blogs RSS Readers RSS Feeds Closed Syndication or Branding Browsers Web Pages Search Engines Walled Garden DBs Open Syndication or Branding Pings Social Networks Mini Feeds Closed Syndication or Branding Social Networks (email)
  • Business Models Users/Advertising Subscriptions Data Mining
  • Internet Entrepreneurship
    • It’s a numbers game
      • “ You have to do everything right, and THEN get very lucky”
    • Market timing
      • Too early is worse than too late
    • Team, Team, Team
    • Focus, then Execute
    • Never give up
      • stick around long enough…
  • Dynamics of starting a company today
    • Low barrier to entry
    • Virality is key
    • Lots of competition
    • Focus on service rather than data
  • Dynamics of Revenue Streams
    • Advertising
      • User base (you need a lot of them)
      • Behavioural targeting
      • Social profiling
    • Data Mining
      • Aggregate information on large sets of users
      • E.g. Rapleaf, Spock, Wink, Google, Fire Eagle
    • Subscriptions
      • Typically for enterprise or prosumer use
  • Tensions to be navigated
    • How dodgy are you willing/able to be… ?
      • Customer acquisition & monetization
      • Spam factor
    • When to take in revenue
    • When to launch
      • Don’t be a perfectionisht
  • Thoughts on Social Media
    • Computers are binary
    • 80/20 rule
    • Leverage with other types of information
  • Types of Structured Content Gov’t Data Enterprise Data E-commerce Transactional data (reviews/ratings) (offers for sale) (events) Self-publishing (where am I) (what am I doing) SN Profiles Blogs (about me) HTML Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0 Aggregators Blogs RSS Readers RSS Feeds Closed Syndication or Branding Browsers Web Pages Search Engines Open Syndication or Branding Pings Social Networks Mini Feeds Closed Syndication or Branding Social Networks (email) Walled Garden DBs
  • Key Drivers of Value Syndication XML Low Latency Great UX Gov’t Data Enterprise Data E-commerce Transactional data (reviews/ratings) (offers for sale) (events) Self-publishing (where am I) (what am I doing) SN Profiles Blogs (about me) HTML
  • Back to blogs
    • RSS is really just a wrapper for text plus metadata plus a syndication mechanism
      • Atom is another, more evolved syndication spec
    • A typical blog
    • post today
    • contains an
    • opinion or
    • specific
    • Information
    • (in text)
  • There’s over a trillion XML documents
    • Unstructured information (Visible Web)
      • HTML and text oriented
      • Search-engine crawlable
      • Difficult to analyze
    • Structured information (Hidden Web)
      • XML, structured information (auctions, tickets, cars, jobs)
      • Lives mostly in walled gardens (eBay, Monster…)
      • Not easily available to search engines
      • Much of that can be syndicated
    The hidden Web is 400-500x larger than the visible one VISIBLE WEB HIDDEN WEB Source: Crawling the Hidden Web Sriram Raghavan, Hector Garcia-Molina
  • Steps for building a business
    • Pick a domain you’re passionate about
        • Travel, sports, entertainment, business….
    • Pick a type of data that can to be leveraged on the internet
        • Location, social information, structured data, live info
    • Select one of the drivers of value creation
    • Position yourself for risk
    • Jump in with both feet
    Gov’t Data Enterprise Data E-commerce Transactional data (reviews/ratings) (offers for sale) (events) Self-publishing (where am I) (what am I doing) SN Profiles Blogs (about me) HTML Syndication XML Low Latency Great UX
  • And if it doesn’t work….
    • Pick yourself up..
    • Dust yourself off…
    • Get a new T-shirt…
    • Start again…
  • Blogs Aggregators RSS Feeds Browsers Web Pages Search Engines Internet Information Flows Closed Syndication or Branding Pings Open Syndication or Branding craigslist Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0 Walled Gardens