Building Awesome Social Products!<br />© image: flickr.com/ marfis75<br />04, September 2011<br />pj   |  pj@beingpractica...
#1  There are Social Graphs around us!<br />Facebook – Social networking for friends & family!<br />                      ...
#2  Social Platforms have Social Mindsets & Product Norms<br />Social Platforms – no matter how big, users have own strong...
  Social Mindset – Informal, Between Friends, Close group communication
  Follow like minded people, domain experts & celebrities
  Social Mindset – Open Conversations & thoughts expected by followers
  Strictly Business & Professional
  Social Mindset – Professional or Company updates; Industry news & views
  Private Communication Channel
  Social Mindset – Communication with people you know or may not know.</li></ul>Building Awesome Social Products – PJ     ...
#3  It is extremely difficult to break such Mindsets<br /><ul><li>  Facebook has 750Mn+ users but not able to scale up Pla...
  Questions (Polls) not making any impact.
  Twitter has 200Mn+ users, not able to find usability behind lists.
  Users added people to lists; but not following them.
  LinkedIn has 115Mn+ users
  Struggled to find adoption for LinkedIn Answers – while Quora scaled.
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Building Awesome Social Products

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How to do about building awesome social products. Full blog post available on www.beingpractical.com

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Building Awesome Social Products

  1. 1. Building Awesome Social Products!<br />© image: flickr.com/ marfis75<br />04, September 2011<br />pj | pj@beingpractical.com | www.beingpractical.com<br />
  2. 2. #1 There are Social Graphs around us!<br />Facebook – Social networking for friends & family!<br /> Users with whom you have interacted in real life.<br />Twitter – Loose connections; people you know or are acquaintances. Typically a celebrity; subject matter or domain expertise; known professional<br />LinkedIn – Professional & Business contacts<br />Contacts – People with whom you have/had conversations<br />And others….<br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  3. 3. #2 Social Platforms have Social Mindsets & Product Norms<br />Social Platforms – no matter how big, users have own strong mindsets.<br /><ul><li> Can share status, updates, photos, videos with “known friends”.
  4. 4. Social Mindset – Informal, Between Friends, Close group communication
  5. 5. Follow like minded people, domain experts & celebrities
  6. 6. Social Mindset – Open Conversations & thoughts expected by followers
  7. 7. Strictly Business & Professional
  8. 8. Social Mindset – Professional or Company updates; Industry news & views
  9. 9. Private Communication Channel
  10. 10. Social Mindset – Communication with people you know or may not know.</li></ul>Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  11. 11. #3 It is extremely difficult to break such Mindsets<br /><ul><li> Facebook has 750Mn+ users but not able to scale up Places; while 4SQ did
  12. 12. Questions (Polls) not making any impact.
  13. 13. Twitter has 200Mn+ users, not able to find usability behind lists.
  14. 14. Users added people to lists; but not following them.
  15. 15. LinkedIn has 115Mn+ users
  16. 16. Struggled to find adoption for LinkedIn Answers – while Quora scaled.
  17. 17. Google launched Google+ through Gmail
  18. 18. Struggling with keep continued engagement & adoption of Google+</li></ul>Because Social Mindsets & Product Norms are so difficult to break<br />Products that leverage Social Graphs outside them become Successful!<br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  19. 19. #4 Some Perfect Examples of Social Products<br />social graph on<br />Facebook<br />Social Gaming<br />social graph on<br />Facebook & Twitter<br />Location based Check-ins<br />social graph on<br />Facebook & Twitter<br />Asking Questions<br />So how to get right approach for building such Social Products?<br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  20. 20. #5 The 6 Basic Principles of Building Social Products<br />1<br />Social Graphs are already established.<br />Do not reinvent and try to build social graphs again from scratch on your product.<br />2<br />Social Graphs get built over a period of time.<br />a. Over years - Users have made friends on Facebook; added professional contacts on LinkedIn or followed people over Twitter.<br />b. It will take loads of time, effort & patience if you try to build them again. Google+ is attempting this – we can wait and watch.<br />3<br />Don’t build Social Products for sharing content & additional traffic.<br />a. Most social products are built with this intention – sharing content & more traffic.<br />b. Existing Social Graphs are powerful & already allow sharing of content to drive viral traffic. <br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  21. 21. #5 The 6 Basic Principles of Building Social Products<br />4<br />Build Social Products that add value to Users.<br />While existing Social Graphs are established, users have a “Usage Mindset” about them.<br />There are many tasks or products that can be built outside them which can add value to end users.<br />5<br />Don’t arbitrage value through your product.<br />a. With social platforms like Facebook & Twitter – there is immense value in integrating directly.<br />b. Don’t try to arbitrage this value – users (if B2C product) or merchants / publishers (if B2B product) will at some point of time realize this and abandon your product<br />6<br />Don’t build – But Leverage Social Graphs!<br />Rome was not built in one day! And so is the case with Social Graphs. Leverage them.<br />Choose the one that fits most with your product use case.<br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  22. 22. #6 Building your Perfect Social Product<br />Leverage Existing Social Graphs in your Product!<br />Social Gaming<br />LocationCheck-ins<br />Established<br />Social Graphs<br />Asking Questions<br />Social Kiss<br />Such integration makes Product Scale Up Virally<br />a. Viral User Acquisitionb. Introduce your product to already existing social graphs!<br />c. User activity generates updates for Social Graph, contextual marketing.<br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  23. 23. #7 Chicken & Egg problem: The First User’s Experience<br />Every user who will join your Social Product – will have his own social graph<br />First User of this Social Graph<br />User<br />User’s Social Graph<br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  24. 24. #7 Chicken & Egg problem: The First User’s Experience<br />And every Social Graph will have its first user<br />Social Products don’t have not one; but multiple first users!<br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  25. 25. #7 Chicken & Egg problem: The First User’s Experience<br />What did the First User on these platforms / products think?<br />Whom do I add as Friend? Who will see my wall-post?<br />Who will read my Tweet? Whom should I follow?<br />Who will answer my Question?<br />Where should I check-in? Why should I Check-in?<br />Should I play CityVille alone? How will my City grow?<br />Solve the First User Problem – This makes or breaks your Social Product<br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  26. 26. #8 Validation Cycle for Social Products<br />Take example of Quora - <br />Validation is getting answers from people with best knowledge about it.<br />The Question<br />People with <br />best knowledge about this Question<br />Product Managers should define Validation Cycle and work towards reducing it!<br />Have Patience. Validation will be slow and takes time in initial days of adoption.<br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  27. 27. #9 Application on Facebook v/s Destination<br />a. Your product idea or concept or product use case should deliver real value. Not just a feature on Facebook.<br />b. There are Social Graphs outside of Facebook that you want to explore.<br />c. Facebook would want people to interact with people; not with applications.<br />d. Product or Business case qualifies it to be a destination website outside Facebook – like a Quora or Foursquare.<br />Remember of the Social Mindsets & Product Norms on Facebook.<br />If your product requires to explore Social Graph and is outside the Social Norms of Facebook – it can be a destination!<br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  28. 28. #10 Key Questions before getting started<br />a<br />The task your product is planning to solve – do people do it in real world socially?<br />Social Products are reflections of user behavior in real world. If people don’t do such task in real world – they will not do it on a Social Product as well.<br />b<br />Is it a feature on Facebook or Twitter or any Social Platform?<br />Feature products don’t last. Identify if your product can be a feature on Facebook or Twitter.<br />c<br />If B2C product – Is there a value to do this task outside of Facebook?<br />Check and check again on previous slide. Is your product idea meant to be a application or destination.<br />d<br />If B2B product – Is sharing & driving traffic to merchants / publishers key aim?<br />Social platforms by default allow this. Make sure this is not your only value proposition to your clients.<br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  29. 29. #11 Things to keep in Mind!<br />1<br />People drive Social Platforms & Products. Not Features!<br />Features are how you want users to drive your product. But it is always people who drive it!<br />2<br />Engagement should be People to People.<br />People don’t login to Facebook everyday cause it is Facebook. It is cause their friends are there.<br />3<br />Don’t arbitrage on user value.<br />Consumers (B2C) and Businesses (B2B) will eventually figure it out. Don’t do it in first place.<br />4<br />Don’t be Evil.<br />People love their Friends & Social Circle / Connections than then love any product. <br />Don’t mess with them. Don’t spam. Don’t be Evil.<br />Building Awesome Social Products – PJ Read full blog post on www.beingpractical.com Copyright: beingpractical.com<br />
  30. 30. Thank You!<br />Follow me: on twitter.com/beingpractical<br />Write to me: pj@beingpractical.com<br />Note: All thoughts, concepts mentioned and views expressed are made in personal capacity.<br /> All brands mentioned here owned by respective owners.<br />www.beingpractical.com pj@beingpractical.com<br />

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