Emerce eDay 2008 Marc Canter


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  • Intro rap – why did I write the book, what are the conditions and market factors which forced me to play my hand?
  • Emerce eDay 2008 Marc Canter

    1. How to build the Open Mesh Emerce 08
    2. My name is Marc…. <ul><li>Happy to be back in Holland </li></ul><ul><li>Our platform is called PeopleAggregator </li></ul><ul><li>I’ve written this book “How to build the Open Mesh” </li></ul><ul><li>And we’re planning on building some new kind of tools </li></ul>
    3. Two constituents for this treatise <ul><li>Practitioners build systems, portals, web sites, applications, dashboards, web services </li></ul><ul><ul><li>Creating their own solution </li></ul></ul><ul><ul><li>Want to be a compatible puzzle piece in the mesh </li></ul></ul><ul><li>Marketers need to describe what’s going on </li></ul><ul><ul><li>Educate, facilitate conversations, proselytize </li></ul></ul><ul><ul><li>Digitize their brand, market their product or services </li></ul></ul><ul><ul><li>Form alliances, find revenue streams </li></ul></ul>
    4. Open is the New Black <ul><li>Do you think MySpace would have opened up – if Facebook didn’t do it first? </li></ul><ul><li>Who would have thought that Microsoft would open up – or produce Live Mesh? </li></ul><ul><li>Y! OS is actually very well architected, now they just have to execute! </li></ul><ul><li>Google needs the web to stay open </li></ul>
    5. Act pragmatic, but dream like a visionary
    6. All of life is a compromise <ul><li>Who’d have thought we’d be this far along? </li></ul><ul><li>Proprietary formats versus Open standards </li></ul><ul><li>Centralized versus Distributed </li></ul><ul><li>Keeping up with the Joneses </li></ul><ul><li>BigCos versus small Independents </li></ul>
    8. We’ll be living in a distributed world <ul><li>Widgets, OpenSocial and Facebook apps </li></ul><ul><li>International, not just English </li></ul><ul><li>Everything in the Cloud </li></ul><ul><li>Long Tail publishing and sales </li></ul><ul><li>Work at Home, virtual offices, outsourcing </li></ul><ul><li>Global economy </li></ul>
    10. Everything is a URL in the Cloud <ul><li>A Person is a URL </li></ul><ul><li>A Group is a URL </li></ul><ul><li>A Conversation is a URL </li></ul><ul><li>A Media item is a URL </li></ul><ul><li>An Event is a URL </li></ul><ul><li>A Post (of every kind) is a URL </li></ul><ul><li>Meta-data and structured content make things smart </li></ul>
    11. Two-way APIs are key <ul><li>Take data out as easy as put it back in </li></ul>
    12. Access controls and privacy <ul><li>What if I don’t WANT to be part of the mesh? </li></ul><ul><li>Control who sees: </li></ul><ul><ul><li>My profile </li></ul></ul><ul><ul><li>My social graph </li></ul></ul><ul><ul><li>My content </li></ul></ul><ul><ul><li>What I am doing </li></ul></ul><ul><ul><li>Where I am </li></ul></ul><ul><li>Establish trust </li></ul>
    14. Open Standards are our Infrastructure <ul><li>RSS = subscription format </li></ul><ul><li>Atom = subscription and publishing protocols </li></ul><ul><li>XMPP = real-time transport </li></ul><ul><li>OpenID = who I am </li></ul><ul><li>oAuth = who gets access to what I have </li></ul><ul><li>OpenSocial = lots of social functions </li></ul><ul><li>Portable Contacts = accessing contact lists </li></ul><ul><li>Microformats = reviews, ID, events, friends, place </li></ul><ul><li>FOAF = rdf schema </li></ul>
    16. Our Infrastructure <ul><li>Redundant – rely upon no one vendor </li></ul><ul><li>Underlying ID layer </li></ul><ul><li>Show Context and State </li></ul><ul><li>Shared Knowledge Bases </li></ul>
    17. Look for common, and standardize <ul><li>LiveWeb = real-time communication </li></ul><ul><li>(Converse, Presence, Microblogging, Streaming): </li></ul><ul><ul><li>Twitter, Meebo, IM, Vid Conf, VoIP, Seesmic, Qik </li></ul></ul><ul><li>Watch = your friends and content sources </li></ul><ul><li>(Activities, Subscriptions): </li></ul><ul><ul><li>Newsfeed, FriendFeed, RSS Readers </li></ul></ul><ul><li>Express = yourself via text, media, links </li></ul><ul><li>(Publish, Upload, Comment, Rate, Bookmark, Review): </li></ul><ul><ul><li>blog, podcast and vlogging tools, IPTV channels </li></ul></ul><ul><li>Media Gallery = your media stored ‘ somewhere ’ (Upload, Share, Tag): </li></ul><ul><ul><li>Flickr, YouTube, Photobucket, Picassa, blip.tv, Metacafe </li></ul></ul>
    18. What every social app needs
    19. Must display <ul><li>Who’s here now and what they’re doing </li></ul><ul><li>Comments and Ratings in this place </li></ul><ul><li>The Content of this place and My Content </li></ul><ul><li>The Activities of this place and My Activities </li></ul><ul><li>My Profile </li></ul><ul><li>My Social Graph </li></ul><ul><li>My Media </li></ul>
    20. Open: Source, Data, Standards, Ideas <ul><li>Open Source: make it your own </li></ul><ul><li>Open Data: use the data yourself </li></ul><ul><li>Open Standards: agreeing to work together </li></ul><ul><li>Open Ideas: give it away and benefit in many ways </li></ul>
    21. NEA <ul><li>N obody owns it </li></ul><ul><li>E verybody can use it </li></ul><ul><li>A nyone can improve it </li></ul><ul><li>We stand on the </li></ul><ul><li>shoulders of others </li></ul>Doc Searls Dave Weinberger Doug Engelbart and Mimi
    22. Work with others, form alliances <ul><li>We need to show that open can benefit vendors – as well as end-users </li></ul><ul><li>Alliances of non-overlapping agendi </li></ul><ul><li>Competition means something different – when we live in the shadows of behemoths </li></ul><ul><li>We must live off the crumbs they leave behind, while keeping our heads up high </li></ul>
    23. Figuring out how it’ll unfold <ul><li>Pure chaos </li></ul><ul><li>We’ll be explaining and translating for years to come </li></ul><ul><li>No one set of standards or approach </li></ul><ul><li>Lots of different kinds of platforms </li></ul><ul><li>Early adopters will lead the way </li></ul><ul><li>Adhere to our principles: </li></ul><ul><ul><li>“ Bill of Rights for Users of Social Media” </li></ul></ul>
    24. My back yard fence
    25. The Open Mesh Architecture
    26. #1 – ID, Persona, Groups, Social Graphs <ul><li>It’s all about me, the decentralized me </li></ul><ul><li>And my Friends </li></ul><ul><li>And the Groups I’m a member of </li></ul><ul><li>And the Personas which I go under </li></ul><ul><li>ID Hub - your own underlying ID layer </li></ul><ul><li>Utilize: </li></ul><ul><li>Personal Contacts </li></ul><ul><li> logo here </li></ul>
    28. <ul><li>When all Content is in the Cloud </li></ul><ul><li>Paid, Free and YOUR stuff - too </li></ul>#2 – Persistent Ubiquitous Content
    29. <ul><li>By adding meta-data (tags and info) with content, it makes it smarter </li></ul><ul><li>By storing this content on shared public servers with two-way APIs we can bake this stuff into our apps and services </li></ul><ul><li>The “Our Data Server” effort is an example of this idea </li></ul><ul><li>Just think “semantic web” </li></ul>#3 – Structured Content
    30. Collective “We” is constantly evolving <ul><li>Buzzword du jours : </li></ul><ul><ul><li>Social Networking </li></ul></ul><ul><ul><li>Citizen Journalism </li></ul></ul><ul><ul><li>Shared Galleries </li></ul></ul><ul><li>Crowdsourcing </li></ul><ul><li>UGC </li></ul><ul><li>Twittering </li></ul><ul><li>IPTV channels </li></ul><ul><li>Narrowcast shows </li></ul><ul><li>That’s why we need to invite our friends into new services </li></ul><ul><li>Cause we want to try out these new things </li></ul><ul><li>Be part of the Community Commons </li></ul>
    31. We can all be web celebs <ul><li>Share your profile, social graph, content </li></ul><ul><ul><li>Be part of a shared social graph </li></ul></ul><ul><li>Voice your opinion; post, comment, rate </li></ul><ul><li>Try out new services, move your data around </li></ul><ul><li>Participate in Groups, Communities, Social Media apps, Message boards, Conversations </li></ul><ul><li>Folks like Robert Scoble, Jason Calacanis </li></ul><ul><li>Boris Veldhuijzen van Zanten, Leo LaPorte </li></ul>
    32. So I’m proposing…. <ul><li>The “ Our Data Server ” effort </li></ul><ul><li>Our Data will be a simple service that stores and aggregates one’s social graph in a public place and allows fans to sign up, rate, leave comments, etc. </li></ul><ul><li>Our Data will be used by Celebs to ‘invite’ their social graph into new services </li></ul><ul><li>NOT controlled by a particular platform </li></ul><ul><li>Early example of how the open mesh can evolve and prosper </li></ul>
    33. “ Brad’s Thoughts” can become a reality <ul><li>Start off small, and niche </li></ul><ul><li>Only for public ‘web celebs’ </li></ul><ul><li>State some principles, utilize Open Standards and set some precedent </li></ul><ul><li>The site will be geared towards people who want to help swarm into a new service </li></ul><ul><li>By aggregating the aggregators, and positioning Our Data ‘downstream’ </li></ul>
    34. <ul><li>The real-time is becoming infrastructure for persistent conversations, on-going communication and a real-time transport </li></ul><ul><li>IM, micro-blogging, video confs, streaming </li></ul><ul><li>Presence, context, fun </li></ul><ul><li>XMPP is a standard in place to unite the LiveWeb together </li></ul>#4 – Live Web
    35. <ul><li>Tools + Community + Commerce fosters new kinds of creativity and control </li></ul><ul><li>Normalize disparate data from multiple sites </li></ul><ul><li>Reach out to your peers for Help from within the Tool </li></ul><ul><li>Share assets and buy/sell in a marketplace </li></ul><ul><li>Pricing can adjust to context and time </li></ul>#5 – New kinds of Tools
    36. <ul><li>Dashboard + modules </li></ul><ul><li>ID baked in </li></ul><ul><li>4 Inter-changeable tools (multi-vendor): </li></ul><ul><li>Standard UI toolbox ‘components’ </li></ul><ul><li>Customizable environments </li></ul><ul><li>Tied into CMS, LiveWeb and web services </li></ul>#6 – Reusable User Interface objects <ul><ul><li>Gallery </li></ul></ul><ul><ul><li>Express </li></ul></ul><ul><li>Watch </li></ul><ul><li>LiveWeb client </li></ul>
    37. <ul><li>Standard Social Networking verbs </li></ul><ul><li>Two-way APIs, Activity feeds </li></ul><ul><li>Constructs like Events, Places and People </li></ul><ul><li>Persistent, re-entrant Conversations </li></ul>#7 – Infrastructure <ul><ul><li>Send a Message </li></ul></ul><ul><ul><li>ADD as a Friend </li></ul></ul><ul><ul><li>Synchronize </li></ul></ul><ul><ul><li>Bookmark </li></ul></ul><ul><li>Join or Create Group </li></ul><ul><li>Comment or Rate </li></ul><ul><li>Tag or Categorize </li></ul><ul><li>Follow, Subscribe to </li></ul>
    38. #8 – Underlying Constructs <ul><li>People: ID Hub, profile pages (public/private), aggregated Social Graphs, privacy controls </li></ul><ul><li>Media items, Content Posts, Permalinks </li></ul><ul><li>Messages, Persistent Conversations </li></ul><ul><li>Events, Places and Items </li></ul><ul><li>Groups, Entities, Collections and Directories </li></ul><ul><li>Tags and Categories </li></ul><ul><li>Lots of kinds of Pages, with any kind of module </li></ul><ul><li>Widgets: both going out and coming in </li></ul><ul><li>External Accounts: synchronize, point to, update </li></ul>
    40. <ul><li>Everybody has to make a living, so we need APIs and infrastructure to monetize </li></ul><ul><li>Buying and selling all sorts of things </li></ul><ul><li>Matching user profiles to…… </li></ul><ul><li>Auctions, Listings, Transactions </li></ul><ul><li>Monetize our attention </li></ul><ul><li>VRM – vendor relationship marketing </li></ul>#9 – Marketplace
    41. <ul><li>Identity oriented </li></ul><ul><li>Content oriented </li></ul><ul><li>Leverage real-time transport </li></ul><ul><li>Mesh architecture </li></ul><ul><li>Microcontent publish/subscribe </li></ul><ul><li>Route posts to your preferred tool </li></ul><ul><li>Master list of destinations and services </li></ul>#10 – Standards
    42. I’m also proposing 2 new standards <ul><li>ReDirectThis </li></ul><ul><ul><li>Enables a universal ‘BlogThis’ button </li></ul></ul><ul><ul><li>Route the post to your preferred tool </li></ul></ul><ul><li>OutputThis </li></ul><ul><ul><li>Manage a list of all the destinations and endpoints you’d like to publish to, route to, interact with, etc. </li></ul></ul><ul><ul><li>No one owns the list </li></ul></ul><ul><ul><li>Access the list from with your Express and Gallery tools </li></ul></ul>
    43. Routing content & pivoting conversations
    44. Data Sharing Summits
    45. How can we all contribute to help build? <ul><li>Each platform should mesh with all the other meshed platforms (eco-systems) </li></ul><ul><li>The chaos of multiple markets, dimensions and platforms necessitates the open mesh </li></ul><ul><li>We’re all the glue between the colliding BigCo tectonic plates </li></ul><ul><li>This strategy plays well around the world </li></ul><ul><li>Each personal mesh will mesh into all other meshes, have their own knowledge base(s) </li></ul>
    46. Conclusion <ul><li>Compelling User experiences is what it’s all about </li></ul><ul><li>Our Data is for web celebs </li></ul><ul><li>Underlying ID layers is where to connect to </li></ul><ul><li>Persistent Conversations will arise </li></ul><ul><li>Social features will be in all software </li></ul><ul><li>The Cloud , persistent and structured content will enable new experiences </li></ul>
    47. PeopleAggregator is the reference design <ul><li>Source code available </li></ul><ul><li>Free to non-profits and government agencies </li></ul><ul><li>Enterprise license available (with support) </li></ul><ul><li>Also available via a ‘ PayAsYouGo ’ license </li></ul><ul><ul><li>Starting at $2,500 </li></ul></ul><ul><ul><li>No support </li></ul></ul><ul><li>We also offer SaaS packages </li></ul><ul><ul><li>Can move to a license deal at any time </li></ul></ul><ul><li>Consulting, custom work available </li></ul>
    48. BBM is an International company