Identity is the platform (Netflix)

IDENTITY IS THE PLATFORM Chris Messina • Netflix • Los Gatos, CA • October 26, 2009

W H O I THIN K I AM

My name is Chris Messina. I am a technologist, designer, and consultant from San Francisco.

@chrismessina you can ﬁnd me on twitter as @chrismessina.

i’ve been involved in several communities and efforts online... microformats, barcamp... helped to create hashtags in 2007.

Since 2004, I have worked in the open source and social web communities, beginning with helping to lead the community marketing of Firefox in 2004, launching the Flock browser in 2005, and then subsequently working on a number of open, social web technologies including OAuth, OpenID, and more recently, activity streams.

etc. and so on. i’m still ﬁguring this all out, actually. so i have a question for all of you, and one that i think is of utmost important, and is the subject of this talk today... i told you about who i am, but who are you? and how do you present yourself to the world online?

WH O D O Y O U TH IN K YOU AR E? a proﬁle is a collection of attributes that we present to the world that represents us. but identity is really also about who each us believes ourselves to be, and which collections of attributes we want to present to the world.

but here’s the thing about these online profiles: these profiles — how we present ourselves to the online world — aren’t actually under our control. this, for example, is how Facebook thinks I should look to the world. I can’t change who’s listed here — I can’t add more information to my profile.

What’s so similar between these three? (CLICK) All three have brands that come BEFORE my name. (CLICK) these are what I call “brand mediated identities”. They exist at the whim of these companies. If the companies go away or get acquired, so do I.

In contrast, this is MY homepage. I own factoryjoe.com. Thus, I own my identity. how do we get to the point where MY identity is as widely accepted as my facebook, google or Twitter identities?

it’s worth keeping in mind how you present yourself to the world, and if you’re be presented within the context of someone else’s brand.

“ D A TA C AP IT AL”

Death of a Web App To illustrate the concept of data capital, I want to tell the story of the death of a web app

i want to tell you the story of Pownce. It’s a tale of loss, and of unhappy endings. And it illustrates a broader story about the fragility of the web.

Photo by Mathieu Thouvenin Now, Pownce is a special case in some ways, since I know the people who created it: Leah, Daniel, and Kevin. All friends, all good people. This wasn’t a malicious, evil startup.

Kevin Rose Daniel Burka Leah Culver Photo by Mathieu Thouvenin Now, Pownce is a special case in some ways, since I know the people who created it: Leah, Daniel, and Kevin. All friends, all good people. This wasn’t a malicious, evil startup.

The site itself was kind of a Twitter-like service, but it gave you the ability to share links, ﬁles, and events — and post status messages.

It had also had its own personality and spunk.

And get this: unlike most valley startups — it actually had some semblance of a business model, trying its hand at the “freemium model”. The service was well loved. But, it ultimately wasn’t independently sustainable.

And then, it happened. In December 2008, Six Apart announced that it had acquired Pownce and that it was going to shut it down.

Writing on the Pownce blog, Leah gave people two weeks to export their data for importing to other services like Vox, TypePad and WordPress.

We’ll be closing down the main Pownce website two weeks from today, December 15th. Since we’d like for you to have access to all your Pownce messages, we’ve added an export function. Visit pownce.com/settings/ export/ to generate your export file. You can then import your posts to other blogging services such as Vox, TypePad, or WordPress. Writing on the Pownce blog, Leah gave people two weeks to export their data for importing to other services like Vox, TypePad and WordPress.

The problem with Pownce’s shutdown, however, was not so much the data and the loss of status updates. Of course that was to be lamented, but there were two bigger problems.

1. No export of relationships 2. No way to leave a forwarding address No export of relationships No way to tell my friends where to ﬁnd me

in many ways this was a betrayal — but one that i don’t think a lot of people had counted on. here they’d come to this space to connect with friends and when that space went away, it took their friends with them. and pownce hasn’t been the only one.

In recent time, we’ve seen many more sites fail and shutter. Perhaps you recall Geocities?

Here’s a photosharing community called BubbleShare. Maybe you never heard of it, but in its time, it had plenty of active members sharing their memories and experiences online.

Logo collage by Stabilo Boss but we know that most startups fail. that’s just the nature of the game. this map of web 2.0 company logos was assembled in 2007.

Logo collage by Meg Pickard here’re the ones that are still around, I believe as of May. Not only is all that data gone, but, more importantly, the record of people’s relationships and activities — the things that help deﬁne who they are — have vanished into the ether.

S O C I A L OB JECT S

this is a social object. don’t worry about what it is. i’m using it to illustrate a point. ;)

add notes, tags, comments, favorite, add to galleries, add contact, interact with other members...

rating, add to playlist, favorite, share, copy the URL, ﬂag, play, comment, reply by video

Now the value of this data grows over time — after you’ve saved it up for a long time.

you can see that i’ve uploaded nearly 20,000 photos. but it’s not just the photos that are valuable.

instead it’s the comments and the views and all the meta data that ﬂickr has collected on my photos that determines the real value of these photos that would be lost if i simply moved my photos elsewhere. this is aggregate intelligence data that can be used to help ﬁlter what’s interesting.

All this data that we’re creating has value! All this data that we’re creating has value! But it’s social value — because these data objects are social objects that combine to create what I call “data capital”.

A C TI V I TY S T R EAMS and where else are we seeing this? In the real-time activity streams — which chronicle up to the minute records of the things that you do.

all of this content, regardless of its type, came in the form of RSS feeds

so no matter what, they all look the same.

icons by Fast Icon but people do more than just post blog posts on the web.

which leads to what we call “the friendfeed problem” — how do you differentiate all these different feeds when you only have one basic format? here are the 58 services that friendfeed supports. but surely more services will exist that produce similar content... how do they end up in friendfeed’s list of “supported” types?

Add contact Dave Recordon Add subscriptions Worst username evar. Contact details San Francisco, CA Status updates davidrecordon.com Photos Bookmarks Your message (optional) Blogs Hi there! We met that conference last week. I’ve subscribed to your daveman692 updates on my site. Facebook -Chris Location Music Movies Slide presentations Events Travel Local reviews Books Access requires permission from Dave Inspired by Jyri Engeström in the open social web, i believe that we should follow people, not services. and that we should follow the activities that we’re interested in, not just the ones that facebook thinks we’re interested in.

activitystrea.ms

Identity and data capital matter icon by Seedling Design In the cloud, it’s identity and data capital that matter. Activity streams are a great way to represent both — and something that I believe will change the way that we use social websites.

A NE W P L A TFOR M WAR and the it’s identity and data that are leading us into a new platform war.

from 2004-2007, the battle was largely between internet explorer and ﬁrefox. that battle is now largely over. ﬁrefox didn’t “win” in the traditional sense, but forced the market to respond to microsoft’s dominance over the web. (CLICK) now, we are in the early days of the battle between facebook and openid.

VS Facebook Connect OpenID from 2004-2007, the battle was largely between internet explorer and ﬁrefox. that battle is now largely over. ﬁrefox didn’t “win” in the traditional sense, but forced the market to respond to microsoft’s dominance over the web. (CLICK) now, we are in the early days of the battle between facebook and openid.

“The Internet was built without a way to know who and what you are connecting to.” —Kim Cameron, Problem Statement, The Laws of Identity the fundamental reason why we’re seeing this new battle emerge is because, as Kim Cameron said, “The Internet was built without a way to know who and what you are connecting to.”

in a blog post published yesterday, facebook is endeavoring to make it easier for you to add facebook connect to your site using a simple wizard. in many ways, this is great. it’s getting easier and easier to add “the social” to your website. but at what cost to cut corners? what are we losing in favor of this kind of centralized service?

The Power of Facebook Connect Establishing a presence on the social Web requires fundamental building blocks. Facebook provides these essential tools, including identity for a great registration system, and immediate access to 300 million active global users. in a blog post published yesterday, facebook is endeavoring to make it easier for you to add facebook connect to your site using a simple wizard. in many ways, this is great. it’s getting easier and easier to add “the social” to your website. but at what cost to cut corners? what are we losing in favor of this kind of centralized service?

Photo by Mike Wooldridge as my buddy John McCrea likes to say, we’ve seen this movie before. And it doesn’t end well.

The problem with Facebook Connect is that it eliminates choice and restricts your digital freedom let me break it down for you: The problem with Facebook Connect is that it eliminates choice and restricts your digital freedom

O P E N ID The answer — as far as I’m concerned, is widespread adoption of a technology called OpenID.

Photo by Teresa Stanton OpenID is like a personal skeleton key for all your web accounts. By using an account that you already have to sign up for another website, not only is it more convenient, but you are able to start developing your own universal web identity — that, if you CHOOSE TO, you can own.

So, who thinks they have an OpenID?

Usual suspects • Google • Yahoo! • AOL • MySpace • WordPress • etc

Estonia, Japan, france telecom as one might expect — govt is a great identity provider... one of your neighbors is one of the ﬁrst... estonia. other countries people don’t trust the gov’t... beauty of openid is that anyone can be a provider, so here’s what the US G is doing.

Where can you use your OpenID?

*Source: Janrain OpenID adoption across the web continues to grow as it turns out, there are at least over 50K sites that support openid, - almost doubled since the beginning of the year. of course it’s nearly impossible to count openid relying parties since it’s a decentralized technology. that said, one argument for openid is the diversity of user accounts used with openid.

UserVoice Identity Providers Source: Janrain - Why Websites Should Accept Multiple Third Party Identity Account Logins diversity of identity providers on sites that have adopted OpenID... lesson is that you don’t want to NOT support these different users! facebook connect is not enough!

Interscope Identity Providers Source: Janrain - Why Websites Should Accept Multiple Third Party Identity Account Logins

sulit.com.ph Identity Providers Source: Janrain - Why Websites Should Accept Multiple Third Party Identity Account Logins

“We launched OpenID in March 2008 with Highrise. About 15% of the logins are now using OpenID.” — David Heinemeier Hansson, 37Signals

“Deployments for their customers – Twitter and Songbird – are seeing OpenID utilization of 20% or more.” — Eric Eldon, VentureBeat

And it’s not just private industry. The US Government launched a pilot last month that will enable citizens to use their existing accounts to sign in to government websites — a huge boon to citizen-centric identity.

YOU A R E THE P LAT FOR M

the reason why obama won the election last year was because he understood the power of this new platform. he knew that by putting his brand and his name in the hands of his supporters (with proper leadership of course), that they would be much more effective at carrying his message forward, IN THEIR OWN WORDS.

and it would seem that obama’s not the only one to see this. Yahoo recently unveiled their new advertising campaign — and it’s all about YOU.

Mozilla is also talking about this. Of course, they’re taking the perspective of the browser — which, you’ll note is the original “user agent”.

These traits make the browser the logical tool for a user -centric (“you-centric” ??) world. Mozilla is also talking about this. Of course, they’re taking the perspective of the browser — which, you’ll note is the original “user agent”.

I DE N TI TY I S TH E P LAT FOR M all this leads me to believe that identity is the platform for the future of the web — and that it is the central building block of the social web. so, what do i mean by platform? well... to start...

Overview I. Me at the center II. Smarter user agents & filters III. Faceted identity IV. Data is capital

I. Me at the center i am at the center of my experience on the social web.

we’re building these proﬁles all across the web — fragmenting our identities — putting the services at the center, rather than me.

Photo by miss:anthrope these proﬁles are also used to express themselves.

Photo by amanda kelso sometimes these proﬁles leak over into the real world and affect your real identity. this is increasingly true as people ﬁnd themselves connecting with friends on twitter and facebook.

Mazlow’s Hierarchy of Needs morality, creativity, spontaneity, problem solving, lack of prejudice, Self-actualization acceptance of facts self-esteem, confidence, achievement, respect of others, Esteem respect by others friendship, family, sexual intimacy Love/belonging security of: body, employment, resources, Safety morality, the family, health, property breathing, food, water, sex, sleep, homeostasis, excretion Physiological increasingly we see that people are experiencing mazlow’s hiearchy of needs on the social web — that is — they’re ﬁnding friends, connecting, and sharing experiences that are important to them. the difference between the real world and the digital is rapidly fading they are at the center of their own experiences in these cases, except are essentially using leased identities.

Growing comfort with real identity even places like MySpace, where pseudonymity reigns is moving in this direction...

even to the point where sites are allowing you to VERIFY your identity. this is huge.

Identity

“My account has now been held hostage for a week,” another reader wrote. “Some of my friends think that I have deleted (my profile) or even blocked them... None of my friends or family can see my profile or even find it in search. It’s as if I simply deleted my account or blocked all of them from seeing it without even a word.”

Mazlow’s Hierarchy of Needs morality, creativity, spontaneity, problem solving, lack of prejudice, Self-actualization acceptance of facts self-esteem, confidence, achievement, respect of others, Esteem respect by others friendship, family, sexual intimacy Love/belonging security of: body, employment, resources, Safety morality, the family, health, property breathing, food, water, sex, sleep, homeostasis, excretion Physiological and so, as more people are finding real meaning on the web and expressing themselves through these profiles, it becomes much more important for people to be able to reuse these accounts and profiles in their everyday experiences online.

II. Smarter user agents & ﬁlters

Like Tim O'Reilly's Web 2.0, identity agents get better and smarter the mire people use them, together. Indeed, even Clippy was a kind of half-retarded identity agent that simply existed before the network era. As a result, it often suggested inane and stupid things because 1) it's algorithm for understanding what you wanted to do was extremely limited but 2) it didn't beneﬁt from learning from all the other users of Clippy. So it made the same mistakes for *everyone* and never got smarte

iTunes Genius is aided by the sales of music from iTunes -- Apple's "music graph" -- where certain artists are bought by the same people--in aggregate this points to similiarity in taste bettter than genre alone.

spotify is in the same business, but they’re already online and connected — and are doing the same thing that pandora and last.fm are doing.

Firefox 3’s “awesome bar” operates on a similar principle buts lacks in one important way: it really only learns from MY behavior — even though it could, theoretically learn from my friends, or other people that I trust.

Image credit: Mashable yelp augmented reality app... brings my friends, my tastes into an augmented view of reality... using my friends’ reviews as ﬁlters for where I might eat... And who else is doing this now?

Well, just announced TODAY — Google has a new experimental feature that they previewed at Web 2.0 Expo called “Social Search”...

And it works by looking through the data capital that you and your friends have built up on these social websites to provide you with more personalized results.

More easily find relevant blogs, reviews and other public content from your social circle. What is your social circle? It's a combination of your Gmail chat buddies, your Gmail contacts friends, family and co-worker groups, and people you're publicly connected to on other social sites (such as Twitter and FriendFeed). And it works by looking through the data capital that you and your friends have built up on these social websites to provide you with more personalized results.

III. Faceted identity

Attributes, activities, and connections a facet of my identity is essentially a collection of attributes or traits. combined with activities (the things I do when expressing a facet) and connections (the people, services, and social objects with whom I share a relationship), I am able to maintain several personae.

Photo by Johanna MacDonald It’s important to understand that identity is dynamic — and not static. Therefore it is important to understand that I “perform” with several different personalities — each with his own set of attributes, activities, and connections.

1. what makes me who I am is based on evidence over time. it’s my activities, it’s aging, it’s who I know and my friends. 2. It’s my connections to the world...

Here is my Facebook social graph. Up the in top right (click) are my high school friends. Down here — this big clump — these are all my tech friends and everyone I’ve connected with AFTER high school. This is as unique as a my ﬁngerprint. And yet this graph will continue to change over my life.

High school Here is my Facebook social graph. Up the in top right (click) are my high school friends. Down here — this big clump — these are all my tech friends and everyone I’ve connected with AFTER high school. This is as unique as a my ﬁngerprint. And yet this graph will continue to change over my life.

High school After high school Here is my Facebook social graph. Up the in top right (click) are my high school friends. Down here — this big clump — these are all my tech friends and everyone I’ve connected with AFTER high school. This is as unique as a my ﬁngerprint. And yet this graph will continue to change over my life.

Photo by Brian Herzog this isn’t like the yellow pages or phone books of yesteryear. these books are directories, plain and simple.

the social graph, in contrast, is all about the connections between people — and the intensity of those connections.

IV. Data is capital

Photo by Ben Ward here’s a photo of my friend matt biddulph. i’m sure he didn’t realize that this photo would come to have new meaning, but it seems to ﬁt this point perfectly.

of course i’m referring to the acquisition of dopplr by nokia last week.

once again, we have a blog post explaining the acquisition and that friendly reminder that you can always get your data out if you want — something they’ve always offered fortunately. but once again, something that doesn’t reﬂect where the value is for me as an individual in the connections and friendships I’ve made.

the problem with this picture is that i connected to my friends THROUGH Dopplr, and if I just export my data, I lose the value of this — of being able to know where my friends are going next... and because our connections are mediated through dopplr, as with pownce, I can’t just “leave”.

Overview I. Me at the center II. Smarter user agents & filters III. Faceted identity IV. Data is capital

The end. chris@citizenagency.com • @chrismessina • factoryjoe.com Typeface: FTF Flama™ by Mario Feliciano now, let’s open it up for questions / discussions.

Identity is the platform (Netflix)

by Chris Messina

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Identity is the platform (Netflix) Presentation Transcript