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Web 2.0 Expo Berlin: Open Platforms and the Social Graph
 

Web 2.0 Expo Berlin: Open Platforms and the Social Graph

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David Recordon's presentation at Web 2.0 Expo Berlin on creating open platforms and discussing the social graph.

David Recordon's presentation at Web 2.0 Expo Berlin on creating open platforms and discussing the social graph.

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    Web 2.0 Expo Berlin: Open Platforms and the Social Graph Web 2.0 Expo Berlin: Open Platforms and the Social Graph Presentation Transcript

    • Open Platforms (with portable social networks) David Recordon Open Platforms Tech Lead Six Apart david@sixapart.com Web 2.0 Expo Berlin 2007
    • Who am I? • Live in San Francisco • Workthe largest independent blogging company! for Six Apart We're • OpenID Foundation Vice-Chair • Recipient of a 2007 Google-O'Reilly Open Source award
    • so what's the problem?
    • My 20+ Social Networks - Balancing many services online already - Having to re-enter the same information and make the same connections
    • My 20+ Social Networks - Dopplr, great idea, wanted to use it, asked to re-define friends again - So sick of doing this! - Broke the camel's back
    • - Dopplr, great idea, wanted to use it, asked to re-define friends again - So sick of doing this! - Broke the camel's back
    • why is this?
    • Social Networks • Generally mammoths • Lots of 80% complete features • Lock-in business models • Strong competition with each other • A long tail of social networks is evolving
    • Social Applications • Each with a few great features (UNIX philosophy) • Data portability - mashups (RSS, Atom, OpenID, Microformats) • Creating combined value Combined value as they don't compete to do everything, rather compete within their area of expertise
    • social networks have your friends - You've spent time defining them in each one you use
    • social applications need your friends - Their mini social networks
    • social applications - But it isn't Dopplr's fault - Hacks such as scraping address books - No current way to get the social graph without asking for it, choosing a proprietary platform, or only riding on the back of these social networks
    • social applications - But it isn't Dopplr's fault - Hacks such as scraping address books - No current way to get the social graph without asking for it, choosing a proprietary platform, or only riding on the back of these social networks
    • social applications - But it isn't Dopplr's fault - Hacks such as scraping address books - No current way to get the social graph without asking for it, choosing a proprietary platform, or only riding on the back of these social networks
    • social applications OpenSocial - But it isn't Dopplr's fault - Hacks such as scraping address books - No current way to get the social graph without asking for it, choosing a proprietary platform, or only riding on the back of these social networks
    • So what about platforms? OpenSocial - None of these services interoperate (with rare exceptions of RSS support) - Not a new problem - OpenSocial is promising, though both Facebook and Netvibes UWA are successful
    • So what about platforms? Facebook OpenSocial Lots of talk of Facebook vs OpenSocial this past week Bill Tancer (hitwise) - Weekly market share - Adding MySpace and Six Apart
    • So what about platforms? Facebook OpenSocial Lots of talk of Facebook vs OpenSocial this past week Bill Tancer (hitwise) - Weekly market share - Adding MySpace and Six Apart
    • So what about platforms? Facebook OpenSocial Lots of talk of Facebook vs OpenSocial this past week Bill Tancer (hitwise) - Weekly market share - Adding MySpace and Six Apart
    • open platforms shouldn't be about big company political battles - This isn't about Facebook <em>or</em Google, it is about the web itself
    • quot;IM Warsquot; - Their IM networks couldn't interoperate either - People were forced to pick one - Hacky solutions such as Trillian and Adium -- not real interoperability - Going where their friends are
    • Jabber / XMPP - Still evolving, but providing true interoperability between walled gardens - Even the Dude in his garage can participate
    • Jabber / XMPP - Still evolving, but providing true interoperability between walled gardens - Even the Dude in his garage can participate
    • Jabber / XMPP - Still evolving, but providing true interoperability between walled gardens - Even the Dude in his garage can participate
    • Jabber / XMPP - Still evolving, but providing true interoperability between walled gardens - Even the Dude in his garage can participate
    • Identity Silos - Have to create a new account everywhere you go - Poor security using the same password everywhere, hack one account get them all - Overwhelming
    • Identity Silos - Have to create a new account everywhere you go - Poor security using the same password everywhere, hack one account get them all - Overwhelming
    • - Decentralized identity - Reduce the number of accounts - Strongly protect your OpenIDs - Session dedicated to OpenID Wednesday afternoon
    • HOSTS - Examples of non-emerging technologies - Had to FTP a single quot;HOSTSquot; file around to resolve all names - Couldn't get to new sites until they were in the file and you fetched the updated file - Didn't scale
    • DNS - Changes automatically propagate - Made sysadmins happy - More complicated than a white-space line-break separated file, but it scales
    • Segregated Messaging - Most successful example of centralization -> decentralization - 1960s demonstrated at MIT, required all users be on the same server
    • Email SMTP as you know it today - Took until the 1980s for SMTP to become popular - Couldn't imagine a World without interoperable email
    • Centralization - Social networks today are generally centralized - Remember the business model of quot;lock-inquot; - By making open platforms via open technologies, the social networks can become decentralized
    • Centralization (Why can't a LiveJournal user friend an Orkut user?) - Social networks today are generally centralized - Remember the business model of quot;lock-inquot; - By making open platforms via open technologies, the social networks can become decentralized
    • Centralization (Why can't a LiveJournal user friend an Orkut user?) (If Orkut supported OpenID and RSS they could!) - Social networks today are generally centralized - Remember the business model of quot;lock-inquot; - By making open platforms via open technologies, the social networks can become decentralized
    • Decentralization - But as history shows, technology becomes decentralized
    • it's harder (but we always get there) - Scale - Data duplication / re-entry - Business decisions (geeks want to do the right thing) - Interoperability standards
    • quot;Either social networks will keep their walls up to force individuals to choose, or they will open up in the hope that they'll get the customer even if their competitor does, too.quot; O'Reilly Radar - Dopplr, don't go there for everything - Not trying to steal users, let them go there - This is not a zero-sum game - Traditional network eects
    • quot;A lot that you have heard here is about platforms and who is going to win. That is Paleolithic thinking. The Web has already won. The web is the Platform.quot; Jeff Huber - Google (Web 2.0 Summit '07) - There won't be just one walled platform, interop is a must - This battle was tried in the 1990s and was lost - HTML, CSS, JavaScript, XML - There will be many social networks and social applications
    • quot;As long as people feel that if they don't like what we're doing they can just switch, then that keeps us honest and keeps everybody else honest as well.quot; Eric Schmidt (Web 2.0 Summit '06) - This year has had a trend reinforcing decentralization - With the move toward services in the cloud, data import/export is increasingly important - Good to see the large services understand this
    • Open Data is increasingly important as services move online Tim O'Reilly (OSCON '07) - Hosted services change the quot;openquot; game - Data is as important as source
    • quot;Proprietary platforms based on the web are ice cubes. They can, for a time, suspend themselves above the web at large. But over time, they only ever melt into the water. And maybe they make it better when they do.quot; Anil Dash - Six Apart (Dashes.com 2007) - Embracing open technologies earlier will get you more later when others catch up - Proprietary platforms, like tried in the 1990s, don't survive forever
    • So to Recap... • I like social networks and social applications • I like my friends • I hate finding my friends again • Decentralized technologies end up winning • The web is the platform • OpenSocial allows light-weight applications to run on potentially thousands of social networks (more detailed talk at 15:50)
    • social graph (another type of user generated/owned data) - Social graph already exists as Zuckerberg said - Everyone is having to map it out - Every user is declaring their own maps - The user maps are THEIR data, not the services they're giving it to
    • people
    • relationships
    • people + relationships
    • social graph
    • Isn't it already portable?
    • Not really... • My phone • My address books • My email addresses • My IM accounts • My 20+ social networks
    • They don't really talk to each other!
    • Translators (and many others)
    • Feed Aggregators (and many others) - Aggregating actions versus only content
    • Open Aggregators (and some others)
    • How are they open? • Open standards (RSS, Atom, XFN, FOAF, hCard, OpenID) • Publish, not just aggregate • Manage my friends across networks and republish them for social applications - So via Lifestreams I can comment on a blog and have it published on the blog
    • What about privacy? (Tom may only be my friend on MySpace)
    • quot;Didn't you say privacy was harder?quot;
    • Yes, but still possible!
    • OAuth (emerging standard; quot;your valet key for the webquot;) - Standardized existing duplicate protocols from Google, Yahoo!, AOL, and Microsoft - Remove the need to ask for email provider passwords
    • What is OAuth? • Distributed authorization • Open community specification • Converging proprietary specifications from Flickr, Google,Yahoo!, AOL, and Microsoft • With the involvement of Flickr,Yahoo!, and Google! - Companies had very similar specs - Wouldn't use each others - Would use an open version from the community - Really important for sharing non-public data
    • How does it work?
    • I never gave Keynote my YouTube password
    • let's imagine a world
    • Of portable social networks
    • Of portable social networks
    • Of portable social networks
    • Of portable social networks - Already better today since Dopplr uses Microformats
    • Of portable social networks MyFriends.com - Already better today since Dopplr uses Microformats
    • Of portable social networks OAuth MyFriends.com - Already better today since Dopplr uses Microformats
    • OpenID says who and describes where ...to find my services and data
    • OAuth keeps me in control
    • So how can we all make this happen? - Today you'll be laughed at if you say you're a blog site and have no RSS/Atom - Want to get to the same thing for social networks oering an analogous form of data interop - To make it just as easy to move it, share it, mash it up as it is with blogs
    • markup and share data - Microformats, FOAF, RSS, Atom, etc - Format wars don't benefit users, we don't care where the curly braces go
    • import data - This is common
    • export data - This is not so common but many services do a good job
    • put the people in control - History shown - Network eects as David said - Decentralization
    • privacy is important (As seen on Facebook and others) - Just fully public or fully private doesn't cut it - Share with your friends
    • Email Hashing • david@sixapart.com becomes b448b79a2380daec5578d8df767c7b639c745250 • Protects against SPAM • Doesn't protect against account linking • Six Apart doesn't share your hash if you're not sharing you're email - Have to think about all aspects of privacy when running services
    • provide context outside your walls if users want to link accounts, allow it...they may even link to your service from another profile
    • Who does this right with XFN? • Wordpress • Twitter • Pownce • LiveJournal • Google Profiles • TypePad • Movable Type, LiveJournal, and Vox coming soon - Markup both on the service and outside the service - Context matters for XFN rel-me
    • TypePad
    • make your network more accessible You can't fight it forever...David beats Goliath - As seen with content, services will just scrape you if they want it - Proactively sharing while respecting privacy reduces your own server load - Talk of nasty hacks within the browser for uncooperative services
    • Real-time Stream of Relationship Changes http://updates.elsewhere.im coming soon - As a way to make more accessible - Allows real-time relationship changes to be noted across services - Don't have to quot;pingquot; every news feed service that you're now friends with me
    • We Have the Tools • Identity • Data formats • Distributed authorization OAuth • Distributed applications OpenSocial • Translators • Open aggregators • Realtime data Streams, PubSub
    • Now we all need to weave them together! - Watch for developments in this space - quot;social graphquot; as a tag - O'Reilly Radar, TechCrunch
    • Questions? David Recordon Open Platforms Tech Lead Six Apart david@sixapart.com OpenSocial session today at 15:50 OpenID session tomorrow