The Year Ahead in Social Media - Rafi Jacoby


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  • Hi, I’m Rafi Jacoby and I’m a Technology Director with Razorfish, focused on social technologies.
  • Before we talk about the year ahead, let’s talk about what social is right now.
  • This graphic made its way around a few months ago. I think of this as an “anti-infographic”If you’re plugged in to Mashable, TechCrunch, GigaOm, etc. you’re exposed to this kind of overload
  • Because this is where the users areMany brands use YouTube but don’t take advantage of the brand pages.They are much much cheaper than they used to be, and you can iframe content in now, so the major barriers to adoption are gone
  • So what’s trending now?
  • Twitter thought of as a huge referral machineNo API: had one but took it down, wanting to avoid the “Twitter problem” of cannibalizing 3rd-party apps with later in-house featuresOf course, none of this comes close to search traffic, but making a dent and referred users generally have a higher purchase intentGrowth may be slowing/stalling - Still invite-only (altho not hard to get in)Branded pages? Ads? Sponsored pinners that are associated with a brand?
  • Very shortly after the purchase, Facebook released its own Camera app with simple filters. So this wasn’t nec. About acquiring technology, but userbase (and maybe keeping it away from someone else)Realtime updates are cool, because many APIs require you to poll and pull. FB added subscriptions several years in, but Instagram had it very early
  • Hangouts can be used to bring high-value users closer to the people who represent your brand; technically it’s a pretty cool implementation of a multi-person video chatHow many G+ users, particularly with YouTube accounts force-converting. Lots of ‘profiles’ but not a lot of usage of circles and such.API access: Context Optional, Buddy Media, Hootsuite, etc. have write access to API
  • These are a bit controversial – if you do a search on them you’ll see a lot of complaints about spamminess, but the user adoption has been very quick.
  • So, how do you make all this work for you?
  • You want to leverage these networks without creating extra steps
  • I said make sharing easy, but sometimes the easiest way is not the best.Networks you don’t care about in places you don’t do business.It’s also visually overwhelming and doesn’t help focus your msg.
  • When you click a Like, a FB robot scrapes your page looking for their OG tags.As you can see, the site I ran it against didn’t have the tags, so FB inferred some content into the Open Graph node, which likely is not really representative of what the page is about.You can control this by setting the tags up – and make sure to associate a FB App ID so that you can get access to the FB Insights about your pages!
  • Now let’s talk about some functional and technical opportunities that working with these networks open up.
  • I’m not saying FB is a better form of ID than a driver’s license or even a credit card, but it’s a lot better than your standard per-site email/password combo.They know their social network credentialsDon’t need to make another password (which may be weak)
  • Of course, the elephant In the room is the recent LinkedIn password theft. Any standard can be implemented with bugs.LinkedIn had an exploit in how their mobile app connected that enabled the hackers to get the passwords.This was compounded by the very basic mistake of hashing the passwords without salting them, making brute force cracking much easier.Fundamentally, we’re talking about sloppy or uninformed work and a failure to code review the most critical part of the system.You can bet that in the last week all the credentialling code at Twitter/Facebook/Google has gone under a microscope – in a similar way to how airlines are often safest after a disaster.
  • We’re all here for some predictions, so let’s take a shot.
  • Adobe buys Context Optional/Efficient FrontierSalesforce buys Buddy MediaOracle buys Vitrue…more to come…Time to 1st tweetiOS FB/Twitter pops up as part of the core OS ‘sharing’ functionalityG+ func duplicated by carrier/mfgr efforts
  • Tumblr had job postings for API devsPinterest has talked about doing an API ‘right’ so it will likely come back
  • Even if you aren’t using these technologies directly yet, you’re dependent on a lot of services that are, and you should start embracing them (please check out the Razorfish 5 article Martin and I wrote).Ruby/Rails: Twitter, Vitrue, Context Optional, Involver, AirBnB, GrouponPHP/HipHop: FBPython; Yelp, PinterestMemcached: almost everywhereSo the SDKs tend to favor these languages, and they build on cloud/PaaSBuddyMedia – LAMP, Node.js, MongoDB – fits better in Salesforce’s portfolio (with companies like Heroku) than Vitrue (Rails, MongoDB) into OracleTwitter, Github, Groupon use misc of these as nec for the right job(that swirly one with the lambda in it is Clojure)
  • …no one outside of TechCrunch readers will have heard of itQuora, Color, Path, Airtime
  • This is the sort of thing
  • No rendered movie, so cannot embed content directly into social channels (Timeline/Ticker/Feed/Twitter/YouTube/etc.)I used screencap; post manually to social channelsWould need hundreds of instances rendering, and asynchronously delivering content
  • I want you to walk out of here thinking about more than Like buttons.That app is the sort of experience I, personally, want to build.It’s what we want to work with you to build.So please, talk to your Client Partner, talk to our Social Media team, talk to me – and let’s build something amazing.Thank you.
  • The Year Ahead in Social Media - Rafi Jacoby

    1. 1. The Year Ahead in Social TechnologiesRafi Jacoby
    2. 2. What Is Social?
    3. 3. Do You Need to Know All of This?
    4. 4. You’re Probably Focused on…
    5. 5. Trending Now
    6. 6. 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
    7. 7. 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
    8. 8. 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
    9. 9. Viddy, Socialcam • Explosive growth, via Facebook API • Not heavily differentiated to end- users • Copyright issues • Spammy reputation • API: Socialcam in beta, Viddy none
    10. 10. Harnessing the Networks
    11. 11. 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
    12. 12. Buttons Buttons Buttons • The easy way is not always the best way • Widgets like this simplify sharing – but…
    13. 13. 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
    14. 14. 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
    15. 15. Opportunities
    16. 16. 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
    17. 17. 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
    18. 18. The Future?
    19. 19. 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 ( for HTML5/CSS3 standards in mobile – Twitter and Facebook integrated as 1st-class services in iOS – Google+ tightly integrated in Android
    20. 20. API Predictions• Expansion of Google+ API access• Tumblr• Pinterest• Connection between Instagram API and core FB API
    21. 21. Social Will Continue to Drive New Tech• Social networks and tools are built using:
    22. 22. 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
    23. 23. Technology in the Service of Story
    24. 24. This Is My Info
    25. 25. But This Is My Story
    26. 26. 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
    27. 27. 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
    28. 28. 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
    29. 29. Cited•••••