Developing Social Networks

Developing Social Networks Polo Tecnológico Rosario – June ‘09

Sebastián Esponda • IT Engineer • Focused on software development since 1998 • Recently: managed several social networks projects at Globant • Contact information: – sebastian.esponda@globant.com – http://www.linkedin.com/in/sebastianesponda

Objectives - What’s in for you Introduction to Social Networks Globant • Concepts • Top networks • Successful • Importance projects • Success factors • Contribution OpenSocial Trends • Specification Intro • Google’s • Developing Social view Apps • OS Integration • Nielsen project report

What is a Social Network? • Online community • People of similar interest shares something. • Web based services: – Create public / semi-public profile – Add and search friends – Browse friend's connections – Share activities, ideas, values, …

Why are they important? • Trusted decisions are made on social communities and networks (=we trust our friends) …make people recommend and rate your products / services • Business presence can be leveraged by pre-existing communities. …you don’t need to build an audience from scratch.

Social networks are being highly adopted

How can a social network succeed? Jyri Engeström’s 5 rules for social networks Source: http://www.consumingexperience.com/2007/06/5-principles-for-web-20-success-jyri.html

Rules for social networks (1/5) Define the object round which your service is built LinkedIn (jobs) Last.fm (music) Twitter (tweets) Delicious (bookmarks) Flickr (photos)

Rules for social networks (2/5) Define the key verbs for that object Buy Sell Review Upload Research

Rules for social networks (3/5) Make the object shareable Permalink Gadget Push spreading Source: http://www.consumingexperience.com/2007/06/5-principles-for-web-20-success-jyri.html

Rules for social networks (4/5) What is the gift users can provide to their peers? Monetary value Exclusivity Fun

Rules for social networks (5/5) Work out a business model Spectator Publisher Freemiun Advertisements

Objectives - Roadmap Introduction to Social Networks Globant • Concepts • Top networks • Successful • Importance projects • Success factors • Contribution OpenSocial Trends • Specification Intro • Google’s • Developing Social view Apps • OS Integration • Nielsen project report

Introduction to… http://code.google.com/apis/opensocial/

We want to be there… (Images courtesy of Google)

There are several other networks…

Do we need to code from scratch?

A common set of API for building social applications… …across multiples sites

OpenSocial – Strengths • Single programming model – Developers: broad distribution network (write once, run everywhere) – Websites: larger pool of third party developers & gadgets • Low learning curve: JavaScript, HTML, and XML • Licensing: Apache 2.0 & Creative Commons

Who is using it?

Who is using it? • 600 million: are the number of users if you add up the various social networks that are now live with OpenSocial. • 350 million: are the times users have installed the 7,500 different apps created so far. • $1.8 Billion: is the sum brands are expected to spend on Social Networking sites by 2010. • 20+ Containers • Business is social too…

Who is using it? (source: Google)

Developing with…

OpenSocial Development Projects Two different types of projects: 1. Application (Slides, Trippit,…) 2. Container Integration (MySpace, Orkut,…)

OpenSocial Application Project – How?

OpenSocial Application Project - 6 Steps 1. Find a place to host files (XML & images) – No need for more infrastructure 2. Select one target social network (e.g.: MySpace) 3. Get frontend developers (Javascript & HTML) 4. Coach them on OpenSocial API and best practices 5. Start coding 6. Avoid pitfalls! – XSS exploits, performance, X-container compatibility,…

Container Integration Project – How?

Container Integration Project – Step 1 Develop your user base: person, friends, activities, objects

Container Integration Project– Step 2 Export this information following the OpenSocial API

Container Integration Project– Step 3 Develop a system capable to render a Gadget to HTML

Container Integration Project Problem: steps 2 & 3 are complex!!

Container Integration Project Solution: leverage using Open Source reusable components

Container Integration Project– Redux Integrate Shindig to easy Steps 2 & 3

Container Integration Project– Redux Build a bridge between Shindig and your backend

Using Shindig • Apache Incubator Project • http://incubator.apache.org/shindig/ • Under active development … but production ready! • PHP and Java versions • Small development effort (~ 320 MH for small networks)

Container Projects - go the extra mile • How we can make our social site more attractive to Users? – Directory, Tagging, Voting, Ranking,… – Include interesting applications! • How we can make our network more attractive to application developers? – Templates, Sandbox, Issue Tracking, QC (XSS exploits, performance …)

Objectives - Roadmap Introduction to Social Networks • Concepts Globant • Top networks • Successful • Importance projects • Success factors • Contribution OpenSocial Trends • Specification Intro • Google’s view • Developing Social • Nielsen report Apps • OS Integration project

Globant – Successful projects

Globant - activities • Hackathons (Hacking Marathons) and DevFests in America and Asia with partners like Google, Hi5, MySpace, Friendster, JoyEnt to engage the community in this new movement. • OpenSocial: involved with Google in the evolution of OpenSocial since it was a confidential Beta back in September 2007. • Shindig PHP development

Objectives - Roadmap Introduction to Social Networks Globant • Concepts • Top networks • Successful • Importance projects • Success factors • Contribution OpenSocial Trends • Specification Intro • Google’s • Developing Social view Apps • OS Integration • Nielsen project report

Trends – Google’s view – Joe Kraus http://news.cnet.com/8301-17939_109-9970053-2.html

Trends – Google’s view Discovery is becoming social ….we trust in our friends

Trends – Google’s view How we share is changing …Don’t push, let others catch up in their own terms

Trends – Google’s view Social sites? No, Social Web …We will expect all sites to be social ….Traffic will be distributed …Cross-site sharing

Trends – Nielsen’s report “Global Faces and Networked Places” A Nielsen Report on Social Networking’s New Global Footprint (Europe and US, Dec ’07-’08) http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/

Trends – Nielsen’s report Audience becoming broader and older

Trends – Nielsen’s report • Going Mobile – Mobile is a natural fit for social networks, as consumers are used to connecting with friends via mobile calls and text.

Thank you!!

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Developing Social Networks

by Centro de Calidad e Innovación Polo Tecnológico de Rosario

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