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Lessons from Building world's largest social music platform

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Talk by Matt Ogle from Last.fm at FOWA

Talk by Matt Ogle from Last.fm at FOWA

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    Lessons from Building world's largest social music platform Lessons from Building world's largest social music platform Presentation Transcript

    • Lessons from Building The World’s Largest Social Music Platform Matthew Ogle & Anil Bawa Cavia FoWA 2007
    • How does it work?
    • How does it work? Listen - to your own music - to Last.fm radio
    • How does it work? Listen - to your own music - to Last.fm radio Share -your taste instead of files - automatic, via “scrobbling”
    • How does it work? Listen - to your own music - to Last.fm radio Share Discover -your taste - via your friends instead of files - via people with - automatic, via similar taste “scrobbling”
    • How does it work? Listen - to your own music - to Last.fm radio Share Discover -your taste - via your friends instead of files - via people with - automatic, via similar taste “scrobbling”
    • 15 million tracks scrobbled / day
    • 15 million tracks scrobbled / day (175 scrobbles per second)
    • 15 million tracks scrobbled / day (175 scrobbles per second) Over 6 billion tracks scrobbled since 2003
    • 15 million tracks scrobbled / day (175 scrobbles per second) Over 6 billion tracks scrobbled since 2003 10 million artists
    • 15 million tracks scrobbled / day (175 scrobbles per second) Over 6 billion tracks scrobbled since 2003 10 million artists 70 million tracks
    • 15 million tracks scrobbled / day (175 scrobbles per second) Over 6 billion tracks scrobbled since 2003 10 million artists 70 million tracks 700k tracks streamable on Last.fm radio
    • 15 million tracks scrobbled / day (175 scrobbles per second) Over 6 billion tracks scrobbled since 2003 10 million artists 70 million tracks 700k tracks streamable on Last.fm radio 17 million items tagged
    • 15 million tracks scrobbled / day (175 scrobbles per second) Over 6 billion tracks scrobbled since 2003 10 million artists 70 million tracks 700k tracks streamable on Last.fm radio 17 million items tagged 145k artist wikis
    • Last.fm World Domination Headquarters Whitechapel, London, 2004
    • Early Growth Lessons
    • Early Growth Lessons Don’t overextend – scale with your growth, not before
    • Early Growth Lessons Don’t overextend – scale with your growth, not before Make sure revenue sources scale with increased usage
    • Early Growth Lessons Don’t overextend – scale with your growth, not before Make sure revenue sources scale with increased usage Google ads
    • Early Growth Lessons Don’t overextend – scale with your growth, not before Make sure revenue sources scale with increased usage Google ads User subscriptions
    • Early Growth Lessons Don’t overextend – scale with your growth, not before Make sure revenue sources scale with increased usage Google ads User subscriptions Involve users in your web application’s story
    • Early Growth Lessons Don’t overextend – scale with your growth, not before Make sure revenue sources scale with increased usage Google ads User subscriptions Involve users in your web application’s story Make growth a selfish aim for existing users
    • Early Growth Lessons Don’t overextend – scale with your growth, not before Make sure revenue sources scale with increased usage Google ads User subscriptions Involve users in your web application’s story Make growth a selfish aim for existing users Be as open as you can afford
    • Audioscrobbler.com homepage, late 2004
    • Openness and Growth
    • Openness and Growth In 2004, we had a cool service, but needed data
    • Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0
    • Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0 Webservices for accessing users’ music profile data
    • Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0 Webservices for accessing users’ music profile data Together, provided “round trip” incentive for plugin developers
    • Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0 Webservices for accessing users’ music profile data Together, provided “round trip” incentive for plugin developers Winamp, iTunes, WMP, Amarok
    • Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0 Webservices for accessing users’ music profile data Together, provided “round trip” incentive for plugin developers Winamp, iTunes, WMP, Amarok Foobar, QCD, mpd, XMMS, mpg321
    • Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0 Webservices for accessing users’ music profile data Together, provided “round trip” incentive for plugin developers Winamp, iTunes, WMP, Amarok Foobar, QCD, mpd, XMMS, mpg321 Noatun, Quod Libet, Jinzora, Ampache
    • Openness and Growth In 2004, we had a cool service, but needed data Audioscrobbler Protocol 1.0 Webservices for accessing users’ music profile data Together, provided “round trip” incentive for plugin developers Winamp, iTunes, WMP, Amarok Foobar, QCD, mpd, XMMS, mpg321 Noatun, Quod Libet, Jinzora, Ampache (and dozens more)
    • Openness and Users
    • Openness and Users Involve non-technical users as well
    • Openness and Users Involve non-technical users as well Promote a community around your application
    • Openness and Users Involve non-technical users as well Promote a community around your application Talk to your users (bad news > no news)
    • Openness and Users Involve non-technical users as well Promote a community around your application Talk to your users (bad news > no news) More likely to tolerate growing pains…
    • Moving into the new office Old Street, London, May 2006
    • Growing up
    • Growing up process
    • Growing up process product
    • Growing up process product
    • Growing up • process 20 to 40+ employees in 6 months product
    • Growing up • process 20 to 40+ employees in 6 months • “people trump process” product
    • Growing up • process 20 to 40+ employees in 6 months • “people trump process” product • simple tools are effective tools
    • Growing up • process 20 to 40+ employees in 6 months • “people trump process” product • simple tools are effective tools • radiate information across different channels in the company
    • Growing up process excerpt from #last.fm irc channel
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872)
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners'
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid.
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release..
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon flash streams is 1440, number of registered flash streams is 764
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon flash streams is 1440, number of registered flash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live?
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon flash streams is 1440, number of registered flash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon flash streams is 1440, number of registered flash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday 3:45 PM
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon flash streams is 1440, number of registered flash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday 3:45 PM mokele: ? lookup track 11082618
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon flash streams is 1440, number of registered flash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday 3:45 PM mokele: ? lookup track 11082618 irccat: track.id(11082618) Zetan Spore ??? Subspace Distortion http://www.last.fm/music/Zetan+Spore/_/Subspace+Distortion (lastfm=t)
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon flash streams is 1440, number of registered flash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday 3:45 PM mokele: ? lookup track 11082618 irccat: track.id(11082618) Zetan Spore ??? Subspace Distortion http://www.last.fm/music/Zetan+Spore/_/Subspace+Distortion (lastfm=t) pete_bug: jonty, can you please suspend PP campaign 3670?
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon flash streams is 1440, number of registered flash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday 3:45 PM mokele: ? lookup track 11082618 irccat: track.id(11082618) Zetan Spore ??? Subspace Distortion http://www.last.fm/music/Zetan+Spore/_/Subspace+Distortion (lastfm=t) pete_bug: jonty, can you please suspend PP campaign 3670? jonty: pete_bug, sure one sec.
    • Growing up process excerpt from #last.fm irc channel irccat: SVN commit by norman (23872) 'randomSplitter: splits data into train and test sets randomly' (changeset: https://admindev.last.fm/ trac/changeset/23872) 3:40 PM irccat: *** jonty is refreshing webnodes now: 'Fix for group owners' mischa: jonty: memcache key should be set to: java-playlist-10093 where 10093 ==userid. irccat: Trac: ticket #1779 (http://support.last.fm/trac/ticket/1779) changed by julian, Comment: Fixed for the next release.. irccat: number of anon flash streams is 1440, number of registered flash streams is 764 felix: hey abc when did you put the adsense leaderboard on bottom cat pages live? abc: friday 3:45 PM mokele: ? lookup track 11082618 irccat: track.id(11082618) Zetan Spore ??? Subspace Distortion http://www.last.fm/music/Zetan+Spore/_/Subspace+Distortion (lastfm=t) pete_bug: jonty, can you please suspend PP campaign 3670? jonty: pete_bug, sure one sec. irccat: Trac: ticket #1526 (http://support.last.fm/trac/ticket/1526) "group recommendations are slow" created by muz.
    • Growing up process excerpt from #last.fm irc channel osmotic communication
    • Growing up process product
    • Growing up • process 15 million unique users a month product
    • Growing up • process 15 million unique users a month • product plan for going global
    • Growing up • process 15 million unique users a month • product plan for going global • affiliations should enhance the user experience
    • Growing up • process 15 million unique users a month • product plan for going global • affiliations should enhance the user experience • harness critical mass
    • Growing up • process 15 million unique users a month • product plan for going global • affiliations should enhance the user experience • harness critical mass • embed your service in others
    • Growing up • process 15 million unique users a month • product plan for going global • affiliations should enhance the user experience • harness critical mass • embed your service in others • make the transition from service to platform
    • Growing up product harness critical mass
    • Growing up product harness critical mass
    • Growing up product harness critical mass user-generated content
    • Growing up product harness critical mass network effects of socialization user-generated content
    • Growing up product harness critical mass network effects of socialization affiliate services user-generated content
    • Growing up product harness critical mass network effects of socialization user moderation affiliate services user-generated content
    • Growing up product harness critical mass user-generated content drives feature design
    • Growing up product
    • Growing up product embed your service in others
    • Growing up product embed your service in others quilts
    • Growing up product embed your service in others quilts charts
    • Growing up product embed your service in others quilts charts radio
    • Growing up product embed your service in others allow users to export
    • Growing up product
    • Growing up product transition from service to platform
    • Growing up product transition from service to platform
    • Growing up product transition from service to platform
    • Growing up product transition from service to platform
    • Growing up product transition from service to platform openness is key to web platforms
    • Attention and “Myware”
    • Attention and “Myware”
    • Attention and “Myware” When you pay attention to something (or don’t), data is created
    • Attention and “Myware” When you pay attention to something (or don’t), data is created Myware: spying on yourself
    • Attention and “Myware” When you pay attention to something (or don’t), data is created Myware: spying on yourself Attention economy alters traditional meaning of “active user”
    • Attention and “Myware” When you pay attention to something (or don’t), data is created Myware: spying on yourself Attention economy alters traditional meaning of “active user” Social web + attention aggregators = where the action is
    • Attention data Monetizing attention
    • Attention data Monetizing attention 1 - Microchunk it - Reduce the content to its simplest form.
    • Attention data Monetizing attention 1 - Microchunk it - Reduce the content to its simplest form. 2 - Free it - Put it out there without walls around it or strings on it.
    • Attention data Monetizing attention 1 - Microchunk it - Reduce the content to its simplest form. 2 - Free it - Put it out there without walls around it or strings on it. 3 - Syndicate it - Let anyone take it and run with it.
    • Attention data Monetizing attention 1 - Microchunk it - Reduce the content to its simplest form. 2 - Free it - Put it out there without walls around it or strings on it. 3 - Syndicate it - Let anyone take it and run with it. 4 - Monetize it - Put the monetization and tracking systems into the microchunk.
    • Attention data Monetizing attention 1 - Microchunk it - Reduce the content to its simplest form. 2 - Free it - Put it out there without walls around it or strings on it. 3 - Syndicate it - Let anyone take it and run with it. 4 - Monetize it - Put the monetization and tracking systems into the microchunk. Fred Wilson, The Future of Media, November 2005
    • Attention data Monetizing attention
    • Attention data Monetizing attention Powerplay is sponsored airtime
    • Attention data Monetizing attention Powerplay is sponsored airtime Individualized targeting based on attention history
    • Attention data Monetizing attention Powerplay is sponsored airtime Individualized targeting based on attention history New attention metrics for reporting
    • Attention data Monetizing attention Powerplay is sponsored airtime Individualized targeting based on attention history New attention metrics for reporting No more CPMs - the ‘scrobble’ is our attention unit
    • Attention data Case study: tag cloud moderation
    • Attention data Case study: tag cloud moderation Paris Hilton tag cloud, October 2006
    • Attention data Case study: tag cloud moderation Paris Hilton tag cloud, October 2006 Paris Hilton tag cloud, February 2007
    • Attention data Case study: tag cloud moderation
    • Attention data Case study: tag cloud moderation Censorship is not acceptable in a folksonomy
    • Attention data Case study: tag cloud moderation Censorship is not acceptable in a folksonomy Attention data does not lie
    • Attention data Case study: tag cloud moderation Censorship is not acceptable in a folksonomy Attention data does not lie Weigh user tags by volume of attention user gives to content
    • Attention data Case study: tag cloud moderation Censorship is not acceptable in a folksonomy Attention data does not lie Weigh user tags by volume of attention user gives to content Attention earns trust
    • Future of Last.fm
    • Future of Last.fm more
    • Future of Last.fm more less
    • Future of Last.fm more less
    • Future of Last.fm • more more growth less
    • Future of Last.fm • more more growth • more streamable music less
    • Future of Last.fm • more more growth • more streamable music less • more ambient findability
    • Future of Last.fm • more more growth • more streamable music less • more ambient findability • more personalization / things you can do with your data
    • Future of Last.fm more less
    • Future of Last.fm • more fewer interfaces less
    • Future of Last.fm • more fewer interfaces • fewer barriers to entry less
    • Future of Last.fm • more fewer interfaces • fewer barriers to entry less • fewer gradients?
    • Thank-you. Questions? matt@last.fm anil@last.fm