Distributed Marketing and Social Networks Dine In or Take Out? Updated for  Google OpenSocial Laurel Papworth Social Netwo...
3  features  of a social network Discover  and  Share  (search) Create  and  Share  (content) Discuss  and  Share  (commun...
Consumer Generated Content create share discover share discuss share
Menu/Contents <ul><li>Define  pre Web to Web 2.0 and then Web 3.0 </li></ul><ul><li>Web  1.0  Communities  + hosted, manag...
<ul><li>Suppliers, Resellers, Shops, Business </li></ul>Pre Web 2.0 to Web 2.0 Professional Content Developers  (Advertisi...
<ul><li>Suppliers, Resellers, Shops, Business </li></ul>Web 2.0 clarified C2C communications
“ We are seeing that manifest in Web 2.0 and 3.0 will be a great extension of that, a true communal medium…  the distincti...
Web 3.0 mashed
Dine In - Social Networks Web 1.0 Hosted and managed
Traditional Online Communities <ul><li>Ambience  (from look and feel)  </li></ul><ul><li>Specific Defined  Resources   </l...
Analogy : Dining In <ul><li>Restaurant ambience </li></ul><ul><li>Menu -  Italian, Chinese or burgers? </li></ul><ul><li>B...
MySpace or LinkedIn for dinner?
Consuming  Socially 1.0 <ul><li>Restaurants define our experience for us - French cuisine with clients @lunch - Hot dogs @...
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 <ul><li>Synchronous  (real time IM, chat, virtual world) vs  asynchronous  (blogs, wiki...
Take Out - Social Networks Web 2.0 Aggregated
Consuming  Socially 2.0 <ul><li>Take out  – we define our experience Grab the food and go Wear what we like Go home, go to...
 
Take Out- RSS <ul><li>Feeds – where’s the ambience? </li></ul><ul><li>Purpose – member chooses </li></ul><ul><li>Leaders –...
Take Out - Widgets <ul><li>Bring bits of host site  to the consumer </li></ul><ul><li>Doesn’t  rely on them  coming to you...
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  1,2...
The Spokes are connected to each other
Web 3.0 <ul><li>Closed vertical silos of information become open </li></ul><ul><li>Hosted and Remote is mashed Dine In and...
What we need <ul><li>One ID or one storage place for profiles </li></ul><ul><li>One Friends list – mobile phone and online...
Delivering from one hub/spoke to another
Google OpenSocial <ul><li>No need to build a new hub (host or container) </li></ul><ul><li>Standard to push out from hub t...
Swiped from www.slideshare.net/LendingClub/lending-club-opensocial Member to member banking Get Distribution Retrieve Info...
Final: Example? <ul><li>HR decides to connect past, present and future employees. </li></ul><ul><li>Tells IT to open emplo...
Summary <ul><li>What is Social Network? </li></ul><ul><li>How is Web 2.0 and 3.0 different from before? </li></ul><ul><li>...
SSSHH! Pass it along… [email_address] +61 432 684992 Social Networks Blog:  http://silkcharm.blogspot.com
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Google OpenSocial Distributed Social Networks

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A presentation (Uni of Syd 2006) with a couple of slides added to clarify Google OpenSocial in terms of Hub/Spoke or DineIn/TakeOut social networking. Also my take on Web 3.0.

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  • Google OpenSocial Distributed Social Networks

    1. 1. Distributed Marketing and Social Networks Dine In or Take Out? Updated for Google OpenSocial Laurel Papworth Social Network Strategist
    2. 2. 3 features of a social network Discover and Share (search) Create and Share (content) Discuss and Share (communicate 2 )
    3. 3. Consumer Generated Content create share discover share discuss share
    4. 4. Menu/Contents <ul><li>Define pre Web to Web 2.0 and then Web 3.0 </li></ul><ul><li>Web 1.0 Communities + hosted, managed, purpose, subgroups DINE IN RESTAURANT Networks </li></ul><ul><li>Web 2.0 Communities + little bits everywhere, RSS, widgets, discover TAKE OUT or TAKE AWAY MENUs </li></ul><ul><li>Web 3.0 + Hub and spoke, mashup on the fly, vertical silos connected to metabus MIXED MENU – DINE IN and TAKE AWAY </li></ul><ul><li>Last slides: specific to Google OpenSocial </li></ul>
    5. 5. <ul><li>Suppliers, Resellers, Shops, Business </li></ul>Pre Web 2.0 to Web 2.0 Professional Content Developers (Advertising, Marketing, PR - agencies, studios) Mainstream Media (TV, movies, magazines)
    6. 6. <ul><li>Suppliers, Resellers, Shops, Business </li></ul>Web 2.0 clarified C2C communications
    7. 7. “ 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
    8. 8. Web 3.0 mashed
    9. 9. Dine In - Social Networks Web 1.0 Hosted and managed
    10. 10. Traditional Online Communities <ul><li>Ambience (from look and feel) </li></ul><ul><li>Specific Defined Resources </li></ul><ul><li>Particular Purpose </li></ul><ul><li>Subset of Friends </li></ul><ul><li>Clear Roles and Leaders </li></ul><ul><li>Modified Behavior </li></ul><ul><li>Events & Rituals - Natural & Managed </li></ul><ul><li>Self forming subgroups ( Gated Community ) </li></ul>
    11. 11. Analogy : Dining In <ul><li>Restaurant ambience </li></ul><ul><li>Menu - Italian, Chinese or burgers? </li></ul><ul><li>Behavior – Kids allowed? </li></ul><ul><li>Purpose – business lunch or picnic? </li></ul><ul><li>Every aspect is defined by either the host, or the members or both. </li></ul>
    12. 12. MySpace or LinkedIn for dinner?
    13. 13. Consuming Socially 1.0 <ul><li>Restaurants define our experience for us - French cuisine with clients @lunch - Hot dogs @ cricket with mates - Pizza with the kids on weekend </li></ul><ul><li>Communities define our experience for us - LinkedIn for clients and boss and jobs - TheFanatics for cricket forums - Club Penguin, NeoPets and MMORPGs </li></ul>
    14. 14. Which social network for business?
    15. 15. “ We put a lot more thought into our Social Network choices than we cons ciously realise ”
    16. 16. Think about Control and Privacy <ul><li>Synchronous (real time IM, chat, virtual world) vs asynchronous (blogs, wikis, forums) </li></ul><ul><li>One-to-one (private chat, messaging, email, SMS) </li></ul><ul><li>One-to-many (blog, broadcast, announce) </li></ul><ul><li>Many-to-many (forums, virtual worlds) </li></ul><ul><li>Few-to-many/few (wiki, facebook, gated) </li></ul>
    17. 17. Take Out - Social Networks Web 2.0 Aggregated
    18. 18. Consuming Socially 2.0 <ul><li>Take out – we define our experience Grab the food and go Wear what we like Go home, go to friends, go wherever </li></ul><ul><li>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 </li></ul>
    19. 20. Take Out- RSS <ul><li>Feeds – where’s the ambience? </li></ul><ul><li>Purpose – member chooses </li></ul><ul><li>Leaders – member selects </li></ul><ul><li>Events and Rituals – not really </li></ul><ul><li>Take a bite and send it on </li></ul>
    20. 21. Take Out - Widgets <ul><li>Bring bits of host site to the consumer </li></ul><ul><li>Doesn’t rely on them coming to your site </li></ul><ul><li>Distributed marketing campaign – consumer to consumer </li></ul><ul><li>Feed dynamic information directly to them </li></ul><ul><li>Or may be just fun – bobble heads </li></ul><ul><li>Consumers advertise your site on their page </li></ul><ul><li>Consume information remotely in a location of their choice </li></ul>
    21. 22. The Hub feeds out to the Spokes
    22. 23. Hub Spoke But we need spoke to hub , plus spoke to spoke
    23. 24. 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
    24. 25. The Spokes are connected to each other
    25. 26. Web 3.0 <ul><li>Closed vertical silos of information become open </li></ul><ul><li>Hosted and Remote is mashed Dine In and Take Out is blurred </li></ul><ul><li>Think Pizza Delivery to wherever </li></ul><ul><li>“My” page forms and reforms depending on what the bots deliver me. </li></ul>
    26. 27. What we need <ul><li>One ID or one storage place for profiles </li></ul><ul><li>One Friends list – mobile phone and online </li></ul><ul><li>One subscription service – RSS, widgets… </li></ul><ul><li>Ability to mash each resource up – friends with maps, profile with friends </li></ul><ul><li>This is all available now? But it has to be re-mashed up each time. </li></ul>
    27. 28. Delivering from one hub/spoke to another
    28. 29. Google OpenSocial <ul><li>No need to build a new hub (host or container) </li></ul><ul><li>Standard to push out from hub to spoke </li></ul><ul><li>Standards mean no longer hub to spoke but also spoke to spoke. </li></ul><ul><li>Open up vertical silos of business information onto the web 3.0 data bus </li></ul>
    29. 30. 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
    30. 31. Final: Example? <ul><li>HR decides to connect past, present and future employees. </li></ul><ul><li>Tells IT to open employee database onto web (certain information) </li></ul><ul><li>Standards means application auto-finds 31200 in LinkedIn, 52800 in Facebook ex employees </li></ul><ul><li>Connects the profile information together </li></ul><ul><li>Delivers job information into the meta-network </li></ul><ul><li>Members subscribe, introduce acquaintances, do a social job search </li></ul>
    31. 32. Summary <ul><li>What is Social Network? </li></ul><ul><li>How is Web 2.0 and 3.0 different from before? </li></ul><ul><li>What is a dine-in vs take out network? </li></ul><ul><li>What is the relationship between hub and spoke, and spoke and spoke? </li></ul><ul><li>What does Google OpenSocial offer? </li></ul>
    32. 33. SSSHH! Pass it along… [email_address] +61 432 684992 Social Networks Blog: http://silkcharm.blogspot.com

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