Harnessing The Implicit Value Of The Social Graph Charlene Li Altimeter Group November 4, 2008

A long, long, time ago… Google OpenSocial November 1, 2007 Facebook Connect May 9, 2008 MySpace Data Availability May 8, 2008 Google FriendConnect May 12, 2008 Facebook Platform May 24, 2007

Social networks will be like air

Agenda Where are we today with the open Web? How will things work better? What should you be doing to prepare?

Where are we today with the open Web?

How will things work better?

What should you be doing to prepare?

The rules are being agreed upon Two standards with Facebook and the “Open Stack” Remote sites now starting to access social data

Two standards with Facebook and the “Open Stack”

Remote sites now starting to access social data

Walled gardens are breaking down Facebook’s Julie Zhuo sharing Facebook Connect’s UI experiences at the OpenID/Oauth UX Summit, October 20, 2008. Source: John McCrea.

1. Universal identity – Open ID, email, mobile number, gamer tag

2. Detailed social graph Spouse Colleague Nice neighbor Bunco buddy My BFF Mother Client Bad neighbor Gym buddy Ex-boyfriend Child Prospect New neighbor Trainer High school rival

Spouse

Colleague

Nice neighbor

Bunco buddy

My BFF

Mother

Client

Bad neighbor

Gym buddy

Ex-boyfriend

Child

Prospect

New neighbor

Trainer

High school rival

3. Activities and applications TheInsider.com allows users to bring in their Facebook friends Avoids building yet another siloed social network

Obama campaign integrated Facebook Connect two weeks ago

Agenda Where are we today with the open Web? How will things work better? What should you be doing to prepare?

Where are we today with the open Web?

How will things work better?

What should you be doing to prepare?

The Promise “ Anything that you do is better done with friends.” (Just not necessarily with all of them.)

“ Anything that you do is better done with friends.”

The Perfect (Data) Storm Today, we can capture what was invisible and untrackable because of three trends Social relationships Explicit friends, profiles, and behavior Culture of sharing Content creation, tagging, and lifestreaming Ambient data generation and capture Location, browsing and search history, purchases

Today, we can capture what was invisible and untrackable because of three trends

Social relationships

Explicit friends, profiles, and behavior

Culture of sharing

Content creation, tagging, and lifestreaming

Ambient data generation and capture

Location, browsing and search history, purchases

Communications can fill in the social graph

Google already tracks who you email the most

As “life devices”, mobile becomes the core of implicit data Web apps like Yahoo! OneConnect pull in social graph data Can tap into location and address book today In the future, will tap into call log, messaging, browsing, and calendar as well

A “social algorithm” will make privacy and permissions easier to manage Context makes content privacy easier Social signals provide a shorthand for our mental map of relationships Suggests who might want to see it, e.g. photo sharing Community based privacy Suggests people like you have this type of privacy

Context makes content privacy easier

Social signals provide a shorthand for our mental map of relationships

Suggests who might want to see it, e.g. photo sharing

Community based privacy

Suggests people like you have this type of privacy

Ambient data informs next actions to take Times when contact emails  best time to email him Rank among contacts Phone number extracted from emails Request a meeting Source: Xobni.com

Times when contact emails  best time to email him

Rank among contacts

Phone number extracted from emails

Request a meeting

Organizing and sharing your photos Take a photo with your GPS and compass enabled camera (adds metadata to the photo) Face recognition software identifies people in your social graph (leverages existing social graph) Calendar shows I’m on vacation (provides context) Sends it to my mom’s photo frame (sets default permissions)

The future of ITV The fallacy of ITV – that people would want to interact with a television Instead, they want to interact with each other Smart TV’s will understand your social graph Current TV’s “Hack The Debate” integrating Twitter into the broadcast

The fallacy of ITV – that people would want to interact with a television

Instead, they want to interact with each other

Smart TV’s will understand your social graph

Engagement Pyramid Base: Global active Internet users (uses the Internet every day/every other day Note: Percent of active Internet users that do this at least weekly Source: Universal McCann Social Media Tracker Wave 3, March 2008 Edit a wiki Moderate a forum Write in a blog – 21% Upload a video – 18% Rate a product or service Comment on a blog post Write in a discussion forum Share online video – 37% Update profile – 35% Upload photos – 23% Watch online video – 59% Read blogs – 48% Download podcasts – 23%

Edit a wiki

Moderate a forum

Write in a blog – 21%

Upload a video – 18%

Rate a product or service

Comment on a blog post

Write in a discussion forum

Share online video – 37%

Update profile – 35%

Upload photos – 23%

Watch online video – 59%

Read blogs – 48%

Download podcasts – 23%

GetGlue adds a social toolbar in Firefox around objects

The same toolbar appears on IMDb

The toolbar shows Chris’s comments from Wikipedia

Transactions also become easier

Semantic search alone doesn’t work well

Search can improve with social context

Agenda Where are we today with the open Web? How will things work better? What should you be doing to prepare?

Where are we today with the open Web?

How will things work better?

What should you be doing to prepare?

1) Prepare to open Leverage existing identity and social graphs Get your privacy and permission strategy aligned with an open strategy Find your trust agents “ In Google I trust”

Leverage existing identity and social graphs

Get your privacy and permission strategy aligned with an open strategy

Find your trust agents

“ In Google I trust”

2) Open up your data and mental firewalls But allow people and employees to create their own “personal” firewalls

3) Prepare for the demise of the org chart New forms of leadership will be needed

Summary Social networks will be like air Open will be the new norm, so consider how you will open your business Prepare for a new type of leadership

Social networks will be like air

Open will be the new norm, so consider how you will open your business

Prepare for a new type of leadership

Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Slides available at slideshare.net/charleneli Copyright © 2008 Altimeter Group