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Social Networking Past, Present, Future Mark Suster Caltech MIT Enterprise Forum October 9, 2010 @msuster www.BothSidesofT...
Where Did Social Networking Start?
In our debates we tend to focus too much on technology
It’s about shared experiences & we’ve replicated this online
It’s about meeting people & communicated with those we know
Online social networks mirror offline lives
It’s about the 6 C’s <ul><li>C ommunications </li></ul><ul><li>C onnectedness </li></ul><ul><li>C ommon Experience </li></...
It’s why Becomes
It’s why Becomes
Pre Internet had social networks
Pre Internet had social networks
Anyone around then will know what one of these was
AOL bridges gap between pre-Internet & Internet
People advertised “AOL Keywords” not websites AOL Keyword: Swordfish
Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL)
And “groups” have been around for ages <ul><li>Mothers’ clubs </li></ul><ul><li>Church groups </li></ul><ul><li>Education ...
Social networks have been around for a long time.  <ul><li>Usability is better. </li></ul><ul><li>3 rd -party platforms. <...
And then spam-based social networks began
Mostly for professional use / older demo
And it was really about extending your network
Web 2.0 was born and we evolved online social expression
Web 2.0 was born - social contribution Blogging Photos Video
Web 2.0 went social - skewed back to youth
Facebook launched. Was exclusive <ul><li>Teenage </li></ul><ul><li>Middle America </li></ul><ul><li>Scantily Dressed </li>...
It started as .edu
And they captured the tech elite
They each captured 100m users, who increasingly wanted to share photos / video
MySpace Bought PhotoBucket & Google Bought YouTube And MySpace declared war on developers
And this guy (22) Schooled this guy (75)
He understood software business was different than media business
Within a SINGLE YEAR the game was over
And Facebook went mainstream
And then some !!!
And we’re back to advertising non-web pages Brands are spending big & abandoning web pages
Social networking then went “open” <ul><li>Asymmetric </li></ul><ul><li>Public </li></ul>
Twitter really is a totally new concept <ul><li>Marketing channel </li></ul><ul><li>RSS reader </li></ul><ul><li>Instant m...
And perhaps “open” went a bit too far Social Spending
I think we all know that social is going mobile
And people are building platforms to enable this Business Logic Mapping Layer Points of Interest
OK, OK But Where are Things Headed Next?
1. Social Graph Becomes Portable
2. We Form Around True Networks Friends Family Business Associates Areas of Interest Networking Dating
2. We Form Around True Networks Friends Family Business Associates Areas of Interest Networking Dating “  I’m coming home ...
It’s ridiculous that these are all combined today
Example: Quora
Example: HackerNews
3. Privacy becomes a bigger concern 3 rd  Party App Pictures of your Kids Personal Info Date of Birth You Your Friend
3. Privacy becomes a bigger concern 3 rd  Party Apps Can Access @ messages DMs  (private) Tweets
4. Social Networking Becoming Pervasive
So advertising & content curation are instantly more targetable But most websites don’t know what to do beyond this
5. Third Party Tools (e.g. Meebo Toolbar) Will Bring Social Networks to Websites Twitter /  Facebook Chat
5. But Also Bring Social “Features” like sharing
6. Social Networking Will Split into Layers Business Logic EC2 S3 Mgmt Tools Mapping Layers Network Layers Social Graph / ...
7. Social chaos creates new markets Social Support Social SFA Social Analytics Personal Relationship Mgmt Reputation Mgmt ...
Fuck “Check Ins & Badges”  Skate Where the Puck is Going
The definition of social networking will cease to exist in the way that we seldom think about Internet companies
And for those who wonder if Facebook now IS the Internet, remember ….
Plus ça change April 2000 May 2007 Jan 1998
It’s why Zuckerberg remains paranoid And why there’s still a dream for those of you who work hard & innovate
Social Networking Past, Present, Future Thank you
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Transcript of "V3+Caltech+Mit+Enterprise+Forum+ +Social+Networking"

  1. 1. Social Networking Past, Present, Future Mark Suster Caltech MIT Enterprise Forum October 9, 2010 @msuster www.BothSidesofTheTable.com
  2. 2. Where Did Social Networking Start?
  3. 3. In our debates we tend to focus too much on technology
  4. 4. It’s about shared experiences & we’ve replicated this online
  5. 5. It’s about meeting people & communicated with those we know
  6. 6. Online social networks mirror offline lives
  7. 7. It’s about the 6 C’s <ul><li>C ommunications </li></ul><ul><li>C onnectedness </li></ul><ul><li>C ommon Experience </li></ul><ul><li>C ontent </li></ul><ul><li>C ommerce </li></ul><ul><li>C ool Experiences (ok, entertainment ;-) </li></ul>
  8. 8. It’s why Becomes
  9. 9. It’s why Becomes
  10. 10. Pre Internet had social networks
  11. 11. Pre Internet had social networks
  12. 12. Anyone around then will know what one of these was
  13. 13. AOL bridges gap between pre-Internet & Internet
  14. 14. People advertised “AOL Keywords” not websites AOL Keyword: Swordfish
  15. 15. Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL)
  16. 16. And “groups” have been around for ages <ul><li>Mothers’ clubs </li></ul><ul><li>Church groups </li></ul><ul><li>Education </li></ul>
  17. 17. Social networks have been around for a long time. <ul><li>Usability is better. </li></ul><ul><li>3 rd -party platforms. </li></ul><ul><li>More people are connected. </li></ul>But same old shit.
  18. 18. And then spam-based social networks began
  19. 19. Mostly for professional use / older demo
  20. 20. And it was really about extending your network
  21. 21. Web 2.0 was born and we evolved online social expression
  22. 22. Web 2.0 was born - social contribution Blogging Photos Video
  23. 23. Web 2.0 went social - skewed back to youth
  24. 24. Facebook launched. Was exclusive <ul><li>Teenage </li></ul><ul><li>Middle America </li></ul><ul><li>Scantily Dressed </li></ul><ul><li>Design chaos </li></ul><ul><li>Ads galore </li></ul><ul><li>Not verified </li></ul><ul><li>Up market </li></ul><ul><li>University </li></ul><ul><li>Exclusive </li></ul><ul><li>Urban elite </li></ul><ul><li>Clean </li></ul><ul><li>Ad free </li></ul><ul><li>Verified </li></ul>
  25. 25. It started as .edu
  26. 26. And they captured the tech elite
  27. 27. They each captured 100m users, who increasingly wanted to share photos / video
  28. 28. MySpace Bought PhotoBucket & Google Bought YouTube And MySpace declared war on developers
  29. 29. And this guy (22) Schooled this guy (75)
  30. 30. He understood software business was different than media business
  31. 31. Within a SINGLE YEAR the game was over
  32. 32. And Facebook went mainstream
  33. 33. And then some !!!
  34. 34. And we’re back to advertising non-web pages Brands are spending big & abandoning web pages
  35. 35. Social networking then went “open” <ul><li>Asymmetric </li></ul><ul><li>Public </li></ul>
  36. 36. Twitter really is a totally new concept <ul><li>Marketing channel </li></ul><ul><li>RSS reader </li></ul><ul><li>Instant messaging </li></ul><ul><li>Chat Room </li></ul><ul><li>Data mine </li></ul><ul><li>Customer service Dept </li></ul>
  37. 37. And perhaps “open” went a bit too far Social Spending
  38. 38. I think we all know that social is going mobile
  39. 39. And people are building platforms to enable this Business Logic Mapping Layer Points of Interest
  40. 40. OK, OK But Where are Things Headed Next?
  41. 41. 1. Social Graph Becomes Portable
  42. 42. 2. We Form Around True Networks Friends Family Business Associates Areas of Interest Networking Dating
  43. 43. 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”
  44. 44. It’s ridiculous that these are all combined today
  45. 45. Example: Quora
  46. 46. Example: HackerNews
  47. 47. 3. Privacy becomes a bigger concern 3 rd Party App Pictures of your Kids Personal Info Date of Birth You Your Friend
  48. 48. 3. Privacy becomes a bigger concern 3 rd Party Apps Can Access @ messages DMs (private) Tweets
  49. 49. 4. Social Networking Becoming Pervasive
  50. 50. So advertising & content curation are instantly more targetable But most websites don’t know what to do beyond this
  51. 51. 5. Third Party Tools (e.g. Meebo Toolbar) Will Bring Social Networks to Websites Twitter / Facebook Chat
  52. 52. 5. But Also Bring Social “Features” like sharing
  53. 53. 6. Social Networking Will Split into Layers Business Logic EC2 S3 Mgmt Tools Mapping Layers Network Layers Social Graph / Features Open Source Data Totally New Opportunities
  54. 54. 7. Social chaos creates new markets Social Support Social SFA Social Analytics Personal Relationship Mgmt Reputation Mgmt / Authority Social Marketing
  55. 55. Fuck “Check Ins & Badges” Skate Where the Puck is Going
  56. 56. The definition of social networking will cease to exist in the way that we seldom think about Internet companies
  57. 57. And for those who wonder if Facebook now IS the Internet, remember ….
  58. 58. Plus ça change April 2000 May 2007 Jan 1998
  59. 59. It’s why Zuckerberg remains paranoid And why there’s still a dream for those of you who work hard & innovate
  60. 60. Social Networking Past, Present, Future Thank you
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