Ismail Blogtalk 2008

Slide 1: Entrepreneurship & Social Media Salim Ismail Head of Brickhouse, Yahoo! Company Confidential

Slide 2: Background 1996: First early-stage company 2001: First startup (of my own) 2002: 2nd startup 2005: 3rd startup 2006: 4th & 5th startups 2007: Joined Yahoo to build/run Brickhouse 1 year, 3000 ideas and 4 products later…. 2008: Back to Startup land ide 2 Copyright 2007

Slide 5: Overview Map of the internet Business Models Data on the internet Social Hidden Web Media Internet Infrastructure - Context for where we are today - technology underpinning Web 2.0 - product roadmap Event-Driven ide 5 Copyright 2007

Slide 7: 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 Web 2.0: Examples Consumer to – Flickr, Buzznet, Dabble Consumer – Wordpress, Typepad, Drupal – Eventful, Upcoming, Edgeio – YouTube, MySpace, FaceBook ide 7 Copyright 2007

Slide 9: 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 ide 9 Copyright 2007

Slide 13: Web 2.0 = Internet 3.0™ Information Exchange Patterns Evolution of the Internet Publish RSS What’s your 00s Watching Subscribe Aggregator Feed/Blog? Request Web What’s your 90s Searching Response Browser Website? Messaging 80s What’s your Sending Email email address? We are increasingly watching… ide 13 Copyright 2007

Slide 14: 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…) ide 14 Copyright 2007

Slide 15: 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…” ide 15 Copyright 2007

Slide 16: Now that we understand internet infrastructure... Business Models Data on the internet Definition: Rows & Columns Internet Infrastructure e.g. Word vs. XML authoring - Context for where we are today - technology underpinning - product roadmap ide 16 Copyright 2007

Slide 17: 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) ide 17 Copyright 2007

Slide 18: The Internet is largely ‘hidden’ data Unstructured information (Visible Web) VISIBLE WEB – HTML and text oriented – Search-engine crawlable – Difficult to analyze Structured information (Hidden Web) – XML, structured information (auctions, tickets, cars, jobs) The hidden Web is – Lives mostly in walled gardens (eBay, 400-500x larger Monster…) than the visible – Not easily available to search engines one – Much of that can be syndicated HIDDEN WEB Source: Crawling the Hidden Web Sriram Raghavan, Hector Garcia-Molina ide 18 Copyright 2007

Slide 19: Types of Structured Content Web 1.0 Web 2.0 Autotrader eBay Wordpress TripAdvisor Monster Dabble Craigslist “Fire Eagle” Lexis Nexis SkyDeck SafariU Online Media Zillow Tripit Zimbra .. .. .. ide 19 Copyright 2007

Slide 22: Internet Information Flows Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Blogs Open Syndication or Branding Pings RSS Readers RSS Feeds Aggregators Web 2.0 Web 1.0 Web Pages Search Engines Browsers Walled Closed Syndication Garden or Branding DBs ide 22 Copyright 2007

Slide 23: Internet Information Flows Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Blogs Open Syndication or Branding Aggregators RSS Feeds Pings Web 2.0 Web 1.0 Web Pages Search Engines Browsers Closed Syndication Walled or Branding Gardens craigslist ide 23 Copyright 2007

Slide 24: 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, Gov’t Data Enterprise Data Create/Publish/Discover Social Networks Mini Feeds Syndicate/Aggregate Closed Syndication or Branding Read/Consume/Process Social Networks (email) E-commerce Loopt Transactional data (reviews/ratings) (offers for sale) (events) Blogs Open Syndicatio or Branding n Pings Self-publishing RSS Feeds RSS Readers (where am I) Aggregators (what am I doing) SN Profiles Web 2.0 Web 1.0 Web Pages Search Engines Blogs (about me) Browsers Closed Syndication Walled or Branding ide 24 Garden HTML DBs Copyright 2007

Slide 25: Internet Information Flows Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Social Networks Mini Closed Syndication Social Networks Feeds or Branding (email) Blogs Open Syndication or Branding Pings RSS Readers RSS Feeds Aggregators Web 2.0 Web 1.0 Web Pages Search Engines Browsers Closed Syndication Walled or Branding Garden ide 25 craigslist DBs Copyright 2007

Slide 26: Types of Structured Content Gov’t Data Enterprise Data Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process E-commerce Mini Social Networks Closed Syndication Social Networks Transactional data Feeds or Branding (email) (reviews/ratings) (offers for sale) Blogs Open Syndication (events) Pings or Branding RSS Readers RSS Feeds Aggregators Self-publishing Web 2.0 (where am I) Web 1.0 Web Pages Search Engines (what am I doing) Browsers Walled Closed Syndication or Branding Garden SN Profiles DBs Evolution of the Internet Blogs Information Exchange Patterns Publish (about me) Subscribe RSS Aggregator What’s your Feed/Blog? Watching 00s HTML Request Response Web Browser What’s your Website? Searching 90s Messaging What’s your Sending Email email address? ide 26 Copyright 2007 80s

Slide 27: Business Models – Internet 3.0 Publish Aggregate Subscribe (syndicate) Search Engines RSS readers Blogs Social Networks Cell phones Photos Vertical Search Web Video Tagging CGM Aggregators Clients ide 27 Copyright 2007

Slide 28: Types of Structured Content Gov’t Data Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Enterprise Data Social Networks Mini Closed Syndication Social Networks Feeds or Branding (email) E-commerce Transactional data (reviews/ratings) (offers for sale) (events) Blogs Open Syndication or Branding Pings Self-publishing RSS Feeds RSS Readers (where am I) Aggregators (what am I doing) Web 2.0 Web 1.0 SN Profiles Web Pages Search Engines Blogs Browsers (about me) Walled Closed Syndication or Branding Garden DBs HTML ide 28 Copyright 2007

Slide 30: 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… ide 30 Copyright 2007

Slide 32: 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 ide 32 Copyright 2007

Slide 33: 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 ide 33 Copyright 2007

Slide 35: Types of Structured Content Gov’t Data Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Enterprise Data Social Networks Mini Closed Syndication Social Networks Feeds or Branding (email) E-commerce Transactional data (reviews/ratings) (offers for sale) (events) Blogs Open Syndication or Branding Pings Self-publishing RSS Feeds RSS Readers (where am I) Aggregators (what am I doing) Web 2.0 Web 1.0 SN Profiles Web Pages Search Engines Blogs Browsers (about me) Walled Closed Syndication or Branding Garden DBs HTML ide 35 Copyright 2007

Slide 36: Key Drivers of Value Gov’t Data XML Enterprise Data E-commerce Transactional data Syndication (reviews/ratings) (offers for sale) (events) Self-publishing (where am I) Low Latency (what am I doing) SN Profiles Blogs Great UX (about me) HTML ide 36 Copyright 2007

Slide 37: 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) ide 37 Copyright 2007

Slide 38: There’s over a trillion XML documents Unstructured information (Visible Web) VISIBLE WEB – HTML and text oriented – Search-engine crawlable – Difficult to analyze Structured information (Hidden Web) – XML, structured information (auctions, tickets, cars, jobs) The hidden Web is – Lives mostly in walled gardens (eBay, 400-500x larger Monster…) than the visible – Not easily available to search engines one – Much of that can be syndicated HIDDEN WEB Source: Crawling the Hidden Web Sriram Raghavan, Hector Garcia-Molina ide 38 Copyright 2007

Slide 39: 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 Gov’t Data XML Enterprise Data E-commerce Transactional data (reviews/ratings) (offers for sale) Syndication (events) • Position yourself for risk Self-publishing (where am I) (what am I doing) Low Latency SN Profiles • Jump in with both feet Blogs (about me) Great UX HTML ide 39 Copyright 2007

Slide 41: Internet Information Flows Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Blogs Open Syndication or Branding Aggregators RSS Feeds Pings Web 2.0 Web 1.0 Web Pages Search Engines Browsers Closed Syndication Walled or Branding Gardens craigslist ide 41 Copyright 2007

Slideshare.net (beta)