Distributed Marketing and Social Networks Dine In or Take Out? Updated for Google OpenSocial Laurel Papworth Social Network Strategist

3 features of a social network Discover and Share (search) Create and Share (content) Discuss and Share (communicate 2 )

Consumer Generated Content create share discover share discuss share

Menu/Contents Define pre Web to Web 2.0 and then Web 3.0 Web 1.0 Communities + hosted, managed, purpose, subgroups DINE IN RESTAURANT Networks Web 2.0 Communities + little bits everywhere, RSS, widgets, discover TAKE OUT or TAKE AWAY MENUs Web 3.0 + Hub and spoke, mashup on the fly, vertical silos connected to metabus MIXED MENU – DINE IN and TAKE AWAY Last slides: specific to Google OpenSocial

Define pre Web to Web 2.0 and then Web 3.0

Web 1.0 Communities + hosted, managed, purpose, subgroups DINE IN RESTAURANT Networks

Web 2.0 Communities + little bits everywhere, RSS, widgets, discover TAKE OUT or TAKE AWAY MENUs

Web 3.0 + Hub and spoke, mashup on the fly, vertical silos connected to metabus MIXED MENU – DINE IN and TAKE AWAY

Last slides: specific to Google OpenSocial

Suppliers, Resellers, Shops, Business Pre Web 2.0 to Web 2.0 Professional Content Developers (Advertising, Marketing, PR - agencies, studios) Mainstream Media (TV, movies, magazines)

Suppliers, Resellers, Shops, Business

Suppliers, Resellers, Shops, Business Web 2.0 clarified C2C communications

Suppliers, Resellers, Shops, Business

“ We are seeing that manifest in Web 2.0 and 3.0 will be a great extension of that, a true communal medium… the distinction between professional, semi-professional and consumers will get blurred , creating a network effect of business and applications.” Jerry Yang, Yahoo CEO, Nov 2006

Web 3.0 mashed

Dine In - Social Networks Web 1.0 Hosted and managed

Traditional Online Communities Ambience (from look and feel) Specific Defined Resources Particular Purpose Subset of Friends Clear Roles and Leaders Modified Behavior Events & Rituals - Natural & Managed Self forming subgroups ( Gated Community )

Ambience (from look and feel)

Specific Defined Resources

Particular Purpose

Subset of Friends

Clear Roles and Leaders

Modified Behavior

Events & Rituals - Natural & Managed

Self forming subgroups ( Gated Community )

Analogy : Dining In Restaurant ambience Menu - Italian, Chinese or burgers? Behavior – Kids allowed? Purpose – business lunch or picnic? Every aspect is defined by either the host, or the members or both.

Restaurant ambience

Menu - Italian, Chinese or burgers?

Behavior – Kids allowed?

Purpose – business lunch or picnic?

Every aspect is defined by either the host, or the members or both.

MySpace or LinkedIn for dinner?

Consuming Socially 1.0 Restaurants define our experience for us - French cuisine with clients @lunch - Hot dogs @ cricket with mates - Pizza with the kids on weekend Communities define our experience for us - LinkedIn for clients and boss and jobs - TheFanatics for cricket forums - Club Penguin, NeoPets and MMORPGs

Restaurants define our experience for us - French cuisine with clients @lunch - Hot dogs @ cricket with mates - Pizza with the kids on weekend

Communities define our experience for us - LinkedIn for clients and boss and jobs - TheFanatics for cricket forums - Club Penguin, NeoPets and MMORPGs

Which social network for business?

“ We put a lot more thought into our Social Network choices than we cons ciously realise ”

Think about Control and Privacy Synchronous (real time IM, chat, virtual world) vs asynchronous (blogs, wikis, forums) One-to-one (private chat, messaging, email, SMS) One-to-many (blog, broadcast, announce) Many-to-many (forums, virtual worlds) Few-to-many/few (wiki, facebook, gated)

Synchronous (real time IM, chat, virtual world) vs asynchronous (blogs, wikis, forums)

One-to-one (private chat, messaging, email, SMS)

One-to-many (blog, broadcast, announce)

Many-to-many (forums, virtual worlds)

Few-to-many/few (wiki, facebook, gated)

Take Out - Social Networks Web 2.0 Aggregated

Consuming Socially 2.0 Take out – we define our experience Grab the food and go Wear what we like Go home, go to friends, go wherever Community – defined by MY experience RSS readers – limited look and feel Widgets – my choice of information Purpose defined by me Leaders and Events defined by me

Take out – we define our experience Grab the food and go Wear what we like Go home, go to friends, go wherever

Community – defined by MY experience RSS readers – limited look and feel Widgets – my choice of information Purpose defined by me Leaders and Events defined by me

Take Out- RSS Feeds – where’s the ambience? Purpose – member chooses Leaders – member selects Events and Rituals – not really Take a bite and send it on

Feeds – where’s the ambience?

Purpose – member chooses

Leaders – member selects

Events and Rituals – not really

Take a bite and send it on

Take Out - Widgets Bring bits of host site to the consumer Doesn’t rely on them coming to your site Distributed marketing campaign – consumer to consumer Feed dynamic information directly to them Or may be just fun – bobble heads Consumers advertise your site on their page Consume information remotely in a location of their choice

Bring bits of host site to the consumer

Doesn’t rely on them coming to your site

Distributed marketing campaign – consumer to consumer

Feed dynamic information directly to them

Or may be just fun – bobble heads

Consumers advertise your site on their page

Consume information remotely in a location of their choice

The Hub feeds out to the Spokes

Hub Spoke But we need spoke to hub , plus spoke to spoke

World of Warcraft Virtual World (10 million paying subs) WoW economy Thottbot.com 391 allakhazam.com 798 WowWiki 1,299 blog blog blog blog blog blog blog blog blog Figures: Alexa Ratings Laurel Papworth Core business ” marketing” WoW site 291 incl. Forums World of Warcraft – typical hub/spoke

The Spokes are connected to each other

Web 3.0 Closed vertical silos of information become open Hosted and Remote is mashed Dine In and Take Out is blurred Think Pizza Delivery to wherever “My” page forms and reforms depending on what the bots deliver me.

Closed vertical silos of information become open

Hosted and Remote is mashed Dine In and Take Out is blurred

Think Pizza Delivery to wherever

“My” page forms and reforms depending on what the bots deliver me.

What we need One ID or one storage place for profiles One Friends list – mobile phone and online One subscription service – RSS, widgets… Ability to mash each resource up – friends with maps, profile with friends This is all available now? But it has to be re-mashed up each time.

One ID or one storage place for profiles

One Friends list – mobile phone and online

One subscription service – RSS, widgets…

Ability to mash each resource up – friends with maps, profile with friends

This is all available now? But it has to be re-mashed up each time.

Delivering from one hub/spoke to another

Google OpenSocial No need to build a new hub (host or container) Standard to push out from hub to spoke Standards mean no longer hub to spoke but also spoke to spoke. Open up vertical silos of business information onto the web 3.0 data bus

No need to build a new hub (host or container)

Standard to push out from hub to spoke

Standards mean no longer hub to spoke but also spoke to spoke.

Open up vertical silos of business information onto the web 3.0 data bus

Swiped from www.slideshare.net/LendingClub/lending-club-opensocial Member to member banking Get Distribution Retrieve Information User Benefits 1. Borrowers leverage their network of relationships to finance new projects 2. Lenders lend to borrowers they trust from their community 3. Distribution across networks helps matching lenders with borrowers Lending Club Social Finance Application Leveraging OpenSocial Hub (bank) to spoke (member) banking - uhoh

Final: Example? HR decides to connect past, present and future employees. Tells IT to open employee database onto web (certain information) Standards means application auto-finds 31200 in LinkedIn, 52800 in Facebook ex employees Connects the profile information together Delivers job information into the meta-network Members subscribe, introduce acquaintances, do a social job search

HR decides to connect past, present and future employees.

Tells IT to open employee database onto web (certain information)

Standards means application auto-finds 31200 in LinkedIn, 52800 in Facebook ex employees

Connects the profile information together

Delivers job information into the meta-network

Members subscribe, introduce acquaintances, do a social job search

Summary What is Social Network? How is Web 2.0 and 3.0 different from before? What is a dine-in vs take out network? What is the relationship between hub and spoke, and spoke and spoke? What does Google OpenSocial offer?

What is Social Network?

How is Web 2.0 and 3.0 different from before?

What is a dine-in vs take out network?

What is the relationship between hub and spoke, and spoke and spoke?

What does Google OpenSocial offer?

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