The document discusses the importance of openness in social networking, business communication, and cloud computing, referencing the Cluetrain Manifesto as a guiding principle for organic and personal communication. It highlights the growth of personal communications through web 2.0 and the rising significance of cloud computing services while advocating for individual freedom of expression in the digital age. Additionally, it emphasizes the role of social networking in fostering collaboration, generating revenue, and the ongoing shift towards more open and transparent business practices.

1. Openness and Social Networking Openness in social networking, business communications and cloud computing. by Colin McAllister, (cc) 2009 Lecturing at SWINBURNE (Sarawak Campus) PDF: http://www.scribd.com/doc/14999326/Openness-and-Social-Networking PPT: http://www.slideshare.net/cmcallister/openness-and-social-networking

2. The Components of Openness Philosophy = Cluetrain Manifesto Service = Social Networking Infrastructure = Cloud Computing

3. Contents Openness and Freedom Open Business Communications Growth of Personal Communications Web 2.0 and Cloud Computing Experiment with Social Networking 2009 Developments in Openness Conclusion and Actions Copyright, References and Disclaimer

4. Openness is Not Proprietary Protocols – DECnet, Prodigy Walled Gardens – The old Facebook Invincible Monopoly – The old Microsoft Product Lock-in by licence, DMCA laws, DRM software, or closed source software Draconian Laws – Technology is a frame of mind, not electronic gadgets and industrial processes. Ref. Martin Heidegger 1953, translated 1977

5. Openness and Freedom Internet Protocol is an open specification. Open Source Software is successful. Corporate appeals for openness from: Google, Facebook, Yahoo and Six Apart. The Cluetrain Manifesto exhorts openness in business communications. Open Content and Creative Commons United Nations' Article 19

6. Corporate appeals for openness Google wants to make information "universally accessible and useful." Facebook wants to “make the world more open and connected" Anil Dash, of Six Apart,“With a name like 'Movable Type', we've always been keenly aware of the importance of freedom, as that name echoes both the birth of the printing press and the creation of independent media that an individual can control”

7. United Nations' Article 19 Everyone has the right to freedom of opinion and expression; this right includes freedom to hold opinions without interference and to seek, receive and impart information and ideas through any media and regardless of frontiers. UN http://www.un.org/en/documents/udhr/ U.K. campaign http://www.article19.org/

8. Without Article 19 there is no freedom of opinion, expression, or communication of information and ideas. Bloggers, journalists, activists and others are unjustly imprisoned, tortured or dead because of videos or opinions that they posted on the Internet. Photos of prisoners from various web sites

9. Open Business Communications The Cluetrain Manifesto (Levine et al, 1999) is a list of 95 theses, which define an approach to marketing communications that is open and trusting. It advocates that business messages should be more personal and less “corporate”. In 2009, the Cluetrain Manifesto can guide businesses and individuals in their use of social networking websites. http://www.cluetrain.com/

10. The Cluetrain Manifesto The Cluetrain Manifesto (Levine et al, 1999) is a list of 95 theses on communications. The 1 st thesis, “Markets are conversations” values organic communication networks. 47 th thesis “They [companies] need to resist the urge to "improve" or control these networked conversations” http://www.cluetrain.com/

11. Growth of Personal Communications 1989 Compuserve has 100,000 users 1995 Internet has 16 million users 2007 Internet has 1,300 million users 2007 15 million active bloggers 2009 Internet has 1,600 million users, 24% of the world's population 2009 Facebook has 30 million users 2009 Twitter has 6 million users

12. Web 2.0 Software Web 2.0 encompasses almost any web-based service that doesn't rely on static HTML pages, according to Tim O'Reilly. Web 2.0 has standards for rich communications features Better user interfaces for updating and linking websites Mash-up of data from multiple sources as a single presentation

13. Cloud Computing Cloud computing is a style of computing in which dynamically scalable and often virtualized resources are provided as a service over the Internet. (Wikipedia) Internet companies are reorganising to provide cloud computing as a product Available services are: Amazon’s EC2, Google’s App Engine , Mozilla’s Weave for the Firefox browser and open source EUCALYPTUS

14. The Value of Social Networking Supports personal and professional networking and free exchange of ideas Encourages collaboration at a human level on a global scale Organises an overwhelming volume of information in an interesting way Grows virally via friends of friends Generates over US $ 1 billion advertising revenue annually

15. Experiment with Social Networking Start a personal or professional blog. Join a social networking website Act with caution to protect your privacy. Add friends. Share photos and web links. Join in or create new discussion groups. Post your resume/C.V. on LinkedIn or Xing Create a social network on Ning or a CMS.

16. Facebook Profile

17. Xing Discussion Groups

18. Ning Social Networks

19. Delicious Social Bookmarking

20. Use Friendfeed to merge your social networking streams

21. 2009 Developments in Openness The Open Cloud Manifesto is signed by IBM and other computer companies Microsoft appeals to Apple for openness Oracle buys Sun Microsystems, vendor of an open source software Facebook joins OpenID Foundation Facebook announces Open Stream API Facebook hires ACLU civil liberties lawyer

22. Microsoft's Appeal for Openness 'Openness is central because it's the foundation of choice.' said Steve Ballmer of Microsoft,criticising the closed architecture of Apple's iPhone at the Mobile World Congress, 2009. http://apple.slashdot.org/article.pl?sid=09/02/21/1318253

23. The Open Cloud Manifesto “ This document is intended for CIOs, governments, IT users and business leaders who intend to use cloud computing and to establish a set of core principles for cloud providers.“ co-authored by IBM and rejected by Microsoft. http://www.opencloudmanifesto.org/

24. Conclusion and Actions Evidence of success for open standards Openness is a mission of ICT companies Social networks grow by viral marketing Personal caution can improve privacy Industry standards can improve service Develop a new attitude of openness Join and use a variety of social websites

25. References “ Use the Cloud to Get a Clue.” A discussion of openness in communications that could change the way you use the Internet. Focussing on: The Cluetrain Manifesto, Cloud Computing and Social Networking. Developed at Curtin University (Sarawak). Available on www.scribd.com as UseCloudGetClue.pdf http://www.scribd.com/doc/4998137/UseCloudGetClue

26. Copyright Slide show and images (cc) 2009 by Colin McAllister, lecturer at Swinburne University of Technology, Sarawak, Malaysia. email: [email_address] Except where otherwise noted, this work is licensed under the Creative Commons Attribution-Share Alike 2.5 Malaysia License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/2.5/my/deed.en_GB

27. Disclaimer As well as it can expressed in the time available: This presentation does not endorse any commercial names, trademarks, images, or otherwise that it contains. They are used only to illustrate general technology trends, not the specific attributes of any one company or product. Opinions herein are personal expressions and do not represent an employer or any company or organisation.