The Year Ahead in Social Media - Rafi Jacoby

The Year Ahead in Social TechnologiesRafi Jacoby

What Is Social?

Do You Need to Know All of This?

You’re Probably Focused on…

Trending Now

Pinterest • More referrals than Twitter • More referrals than Google+, YouTube, and LinkedIn combined • Copyright issues • No API – had one, but took it down • Focused on product dev – not biz dev • Monetization, partnership opportunities unclear

Instagram • Purchased by Facebook, still operating separately • At time of acquisition, 50M users and adding 5M/week • Rich API, with real-time updates • Cross-platform recently with release of Android app – 1M downloads on 1st day

Google+ • ‘Hangouts’ – best group video chat • Google+ brand pages show near top of Google search • Unclear how many are really G+ users • Conventional wisdom says it’s stalled • Small API is read-only for most

Viddy, Socialcam • Explosive growth, via Facebook API • Not heavily differentiated to end- users • Copyright issues • Spammy reputation • API: Socialcam in beta, Viddy none

Harnessing the Networks

Content• All of these tools are heavily focused on sharing content – Images – Videos – And most of all – stories• Focus on creating compelling, shareable content• Make sharing dead easy

Buttons Buttons Buttons • The easy way is not always the best way • Widgets like this simplify sharing – but…

Official Buttons • Simple implementation – completely client-side • User auths direct to service – no add’l perms or dialogs – Uses existing cookies • Fast, lightweight experience – most are just 1 click

The Like Button – You’re Doing It Wrong • Just drop it in, right? • Wrong. Facebook requires robust OpenGraph META tags in your HTML HEAD element • Facebook Debugger can show you what Facebook sees on your page https://developers.facebook.com/tools/debug

Opportunities

Single Sign-on• The massive size of Facebook (nearly 1/6 of all people on Earth) gives us the greatest authentication pool in history• Logging in via Facebook/Twitter/Google speeds user flow, acquisition• Registration plugins give the opportunity to create a local account with additional info pre-populated

OAuth 2.0• Best choice for any auth now; extensible to use social networks for SSO• Used by: – Facebook – Twitter – Google – Microsoft – Netflix – Etc.• Expirable credentials

The Future?

Trends That Will Continue• Continued consolidation/acquisitions in social tools space• Renewed emphasis on page weight/speed – Twitter now outputs more HTML• Social drives mobile progress – Facebook’s RingMark (rng.io) for HTML5/CSS3 standards in mobile – Twitter and Facebook integrated as 1st-class services in iOS – Google+ tightly integrated in Android

API Predictions• Expansion of Google+ API access• Tumblr• Pinterest• Connection between Instagram API and core FB API

Social Will Continue to Drive New Tech• Social networks and tools are built using:

Surprises That We All Expect• Facebook will change UI – Public decries changes, demands return of “old Facebook” (which they hated when it was introduced)• A new social network/tool will “come out of nowhere”• The “next big thing” from ex-Facebook/Twitter/etc. employees will launch with sizeable funding

Technology in the Service of Story

This Is My Info

But This Is My Story

Where Does This Succeed?• Engaging, insightful, something I really want to share• Simple interaction, high payoff• Slick, NBDB• Uses public API and SDKs• Smart usage of permissions• Pushes all the work to the client http://timelinemoviemaker.com/

However, We’re Still Not Quite There• Implemented in Flash – doesn’t work on mobile• Lightweight implementation means that only the meta-info is shareable – not the movie itself

Tell the Story of Your Brand and Your Customers• Leverage social tech knowledge to make sure social is at the core of your experience• Know what you can access and what you can’t (e.g. friends of friends)• Work with a Facebook Preferred Marketing Developer (like Razorfish) to ideate and create

Cited• http://techcrunch.com/2012/03/08/pinterest-now-generates-more-referral-traffic-than-twitter-study/• http://en.wikipedia.org/wiki/Pinterest• http://mashable.com/2012/04/30/instagram-50-million-users/• http://www.cbsnews.com/8301-501465_162-57409197-501465/instagram-for-android-gets-1-million-downloads-in-first-day/• http://www.techadvisory.org/2012/06/6-5m-linkedin-passwords-leaked/

The Year Ahead in Social Media - Rafi Jacoby

by Razorfish on Jun 25, 2012

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