Defrag Keynote Nov. 4, 2008

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?

The rules are being agreed upon
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

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

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

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

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

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

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

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%

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

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”

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

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Defrag Keynote Nov. 4, 2008

by Charlene Li

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Defrag Keynote Nov. 4, 2008 Presentation Transcript