The Open, Social Web

The open, social Chris Messina web Twiiste.be May 15, 2009 Leuven, Belgium Friday, May 15, 2009

45 minutes Friday, May 15, 2009 now, i have 45 minutes to talk to you today. and there are a couple subjects that i hope to cover with, ideally a bit of time left over for questions at the end. I struggled with how to put this talk together, as it’s a totally new format for me. But there are a couple metaphors that I’m going to introduce, and then use to describe a concept or idea or tell a story. This could go short, or go long. I don’t know which. But let’s see how it goes.

Web 2.0 Friday, May 15, 2009 The ﬁrst topic is Web 2.0.

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an “architecture of participation,” and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.” — Tim O’Reilly, Web 2.0: Compact Deﬁnition? Photo credit: Adam Tinworth Friday, May 15, 2009 “Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network eects through an “architecture of participation,” and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.”

“Web 2.0 is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects to get better the more people use them. (This is what I’ve elsewhere called ‘harnessing collective intelligence.’)” — Tim O’Reilly Photo credit: Adam Tinworth Friday, May 15, 2009 Web 2.0 is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network eects to get better the more people use them. (This is what I’ve elsewhere called “harnessing collective intelligence.”)

Five rules • The perpetual beta becomes a process for engaging customers. • Share and share-alike data, reusing others’ and providing APIs to your own. • Ignore the distinction between client and server. • On the net, open APIs and standard protocols win. • Lock-in comes from data accrual, owning a namespace or non-standard formats. Friday, May 15, 2009 Tim also laid out ﬁve rules that accompanied his deﬁnition from back in Dec 2006. The perpetual beta becomes a process for engaging customers. Share and share-alike data, reusing others’ and providing APIs to your own. Ignore the distinction between client and server. On the net, open APIs and standard protocols win. Lock-in comes from data accrual, owning a namespace or non-standard formats. and this was all aimed at speaking to open source developers who saw the world through the lense of Linux and hardware — and weren’t yet taking the network as a platform seriously.

Open source Friday, May 15, 2009 and so if we consider the last 10 years of open source, it’s really been about a slow, grudging migration from a hardware-based perspective to the cloud.

Friday, May 15, 2009 most people know of open source because of the public battle between mozilla’s ﬁrefox and internet explorer. sure, maybe some people have heard of linux, but few people actually use it in day-to-day computing.

Friday, May 15, 2009 but there has also been something of a religious fervor in the open source community, rejecting all that which is not 100% open and free. however, gone is the time when open source software ALONE is enough to have freedom. richard stallman has been a staunch advocate of open source, outlining the contours of ONE vision of “open”, but I believe that the in the era of the social web, we need a new narrative...

“The price of freedom is eternal vigilance.” —Thomas Jefferson Friday, May 15, 2009 we can learn from stallman’s example, AND we must not forget that the “the price of freedom is eternal vigilance”.

Friday, May 15, 2009 and so when we see things like this, where camel is using the open brand to advertise their cigarettes, we must call them out. this is not “open” as we think of it. this is an example of what i call “open washing”. it’s a wolf in sheep’s clothing.

What does open mean? Friday, May 15, 2009 but i think that camel’s use of the term “open” shows how little “open” really means to people. it’s a catch all phrase that’s simply less nerdy than “web 2.0”. so for ourselves, we must deﬁne what open really means.

Competition & freedom of choice Friday, May 15, 2009 for me, openness is about competition and freedom of choice

Social networks & monopolies • data portability lowering switching costs • multi-homing increasing reliability • roaming incurring off-network costs • disaggregation service substitutibility Friday, May 15, 2009 Bertil Hatt in Paris, working on his Ph D in economics... talked to me about social network monopolies. gave some good ways to think about this. data portabilility -> lowering switching costs. multi-homing -> increasing reliability of service by parallelizing access roaming -> the ability to access your service from someone else’s network disaggregation -> the ability to substitute services

Photo by Mary Beth Griffo Rigby Friday, May 15, 2009 phone number portability — concept of being able to switch providers without incurring a switching fee. we don’t have the concept of social network switching. furthermore, when the industry was left to its own means, it didn’t make this possible for free... and so governments had to step in a regulate the industry to ensure this kind of freedom.

Friday, May 15, 2009 multi-homing... parallelizing our networks to improve robustness. this is a service called ping.fm — it lets you publish to many networks all at once making sure that people have access to your data. it might not be ideal, but it’s a good example of parallelizing access.

Friday, May 15, 2009 here’s an example of roaming. at&t sent me a text message telling me that they wanted to charge me $20 a megabyte to access their service because i was on someone else’s network. it’s expensive; carriers don’t like it. they don’t want to deal with someone else’s customers. and so this is one of OpenID’s challenges: we have lots of providers, but few relying parties.

Picnik Friday, May 15, 2009 disaggregation: the ability to choose the service that I want to use without having to import EVERYTHING AND without having to even create an account. this is in contrast, for example, to being forced to use a default service, like Photos on Facebook or how Apple refuses to let apps that compete with their own apps enter the AppStore.

cloud computing Friday, May 15, 2009 what does open mean in the era of cloud computing? (CLICK)

c: icon by Seedling Design Friday, May 15, 2009 we’re going from owning our own hard drives with our data... (CLICK)

http:// icon by Seedling Design Friday, May 15, 2009 to relying on someone else to host our data for us. having the ability to move data from place to another — while retaining metadata will be essential.

Open cloud computing? Friday, May 15, 2009 and so the question here is: can we prevent cloud monopolies by applying the principles of open source?

Social web Friday, May 15, 2009 where this all will make the most dierence is in the social web. it’s one thing if you want to move your application from one company’s cloud instance to another. what happens when you want to move your identity and friends?

WWW Friday, May 15, 2009 the reality is, the web was built for sharing documents... (CLICK)

WWW Friday, May 15, 2009 not for connecting people — at least like people connect today.

? ? ? WWW ? ? ? ? ? Friday, May 15, 2009 not for connecting people — at least like people connect today.

Friday, May 15, 2009 I think we can start to see where this is going — in a very basic way — by studying FriendFeed. Already they’re doing a lot of work to minimize the emphasis on services and are instead focused on two things: People and what they’re sharing. (next: feed formats)

Friday, May 15, 2009 But they’re ending up spending all kinds of resources just getting the basics working, since our feed formats like ATOM and RSS were designed with blog posts in mind, but people are doing a lot more on the web today, beyond blogging.

Friday, May 15, 2009 this is really the premise behind the Diso Project: to make it make it easier to build social experiences on the web by deriving standards and formats from popular trends.

Diso Components* 1. identity & profile 2. discovery & access control 3. contacts & friends 4. activity streams 5. messaging 6. groupings & shared spaces *subject to change Friday, May 15, 2009 (DON’T CLICK) identity & proﬁle discovery & access control contacts & friends activity streams messaging groupings & shared spaces

A standard in practice is worth more than a standard in theory Friday, May 15, 2009 but adoption of these technologies is key.

Ubiquity of a standard allows an industry to move the level of competition to a new layer Photo by grendelkhan Friday, May 15, 2009 why take the approach of creating standards when we could instead be building sweet apps? because we don’t want to compete on the level of social apps that exist today. we want to move up to a higher level of competition by commoditizing aspects of the social web that are hard today, but are also basic or fundamental.

creating new opportunities for innovation on user experience Photo by Chris Metcalf Friday, May 15, 2009 in so doing, we create new opportunities to compete on the basis of oering better service and experience without relying on user lock-in.

Identity Friday, May 15, 2009 but all of this is predicated on developing a means for estabishing durable, cross-site identity on the web.

Friday, May 15, 2009 the individual is basic atomic unit of society.

You can’t have “social” without “society” Friday, May 15, 2009 and you can’t get to social without having a society.

Friday, May 15, 2009 and since change happens at the level of the individual a building block technology like openid is critical. the architecture of the social web must have the individual as its cornerstone.

Real identity Friday, May 15, 2009 it’s interesting to look at a current trend people are starting to use their real identity online.

Friday, May 15, 2009 No where is this more obvious than on Facebook. Here is a list of three people that Facebook has recommended to me. The second one was suggested because we went to the same high school. Kind of a stretch, right? I mean, what is that in the photo? A pillow? I have no idea WHO SHE IS

Friday, May 15, 2009 So let’s say I actually dive in and ask Facebook to list ALL the people it thinks I might know... this is where it gets interesting. (click) Now, here I see someone I know. I’ve met Eric in person; I could probably add him as a friend... but is it really him? It’s not like I have some shared secret with him to verify that this is actually an online representation of his...

Friday, May 15, 2009 so I decide to do a search — and lo, out of 444 results, he comes up ﬁrst. Sure, but this is the same guy from the previous page. (click) If we have 63 mutual friends, well, that’s starting make this more plausible...

Friday, May 15, 2009 Ok, now I’m feeling pretty conﬁdent. In lieu of a shared secret between us, a familiar social graph is a reasonable substitute. Get that: by revealing one’s social connections I get closer to someone’s real identity.

Friday, May 15, 2009 your social graph is essentially a kind of identity ﬁngerprint for people who know you and know who you know. but this is really only possible because my mutual friends shared their identities ﬁrst.

@factoryjoe Friday, May 15, 2009 so some of you might know that I use “factoryjoe” as my username on the web. But, no one in the real world has any frigging clue who “factoryjoe” is, especially without context. And so people have come up to me and called me “Joe” without even thinking about it. This online identity was becoming better known than me!

@factoryjoe @chrismessina Friday, May 15, 2009 So I killed it. At least on Twitter. And now I’m just @chrismessina. Like I was before, and always have been. But I’ve seen other people do the same thing since I made this change. And it looks like it’s only becoming more common.

Friday, May 15, 2009 Let’s take a look at another example. Compare the chat list on the left with the one on the right. With AIM, you’ve got all these foreign-looking usernames... whereas on the right you have real names. CLICK - focus on pirillo [talk about Facebook’s early decision to swear o usernames]

“l0ckergn0me” vs. Chris Pirillo Friday, May 15, 2009 understand that this DESIGN decision was as important as Flickr’s public-by-default decision. Heck, I don’t even know what a “locker gnome” is. But here’s the change.

Friday, May 15, 2009 We’re moving from these weird (CLICK) computer-driven identities...

Friday, May 15, 2009 ...to using our real names (CLICK) across the web.

Eventbox Friday, May 15, 2009 and you can see this in software like eventbox

Eventbox Friday, May 15, 2009 why does this option even exist? This to me proves that we are in a transitional period, from assumed aliases to one of real, public, transparent identities.

morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts Self-actualization self-esteem, confidence, achievement, respect of others, respect by others Esteem friendship, family, sexual intimacy Love/belonging security of: body, employment, resources, morality, the family, health, property Safety breathing, food, water, sex, sleep, homeostasis, excretion Physiological Mazlow’s Hierarchy of Needs Friday, May 15, 2009 now, I think this what this means is that we’re seeing a shift to using real identity because the social web is becoming a increasingly important piece of many people “self-actualization”. self-actualization is from mazlow’s hierarchy of needs and is at the top of the pyramid here.

• facebook.com/chrismessina • friendfeed.com/chrismessina • google.com/proﬁles/chrismessina • twitter.com/chrismessina Friday, May 15, 2009 You can see this people try to “claim” their identity across the web (CLICK)

• facebook.com/chrismessina • friendfeed.com/chrismessina • google.com/proﬁles/chrismessina • twitter.com/chrismessina Friday, May 15, 2009 and course, companies are jumping over each other to be namespace for people on the web.

Five rules • The perpetual beta becomes a process for engaging customers. • Share and share-alike data, reusing others’ and providing APIs to your own. • Ignore the distinction between client and server. • On the net, open APIs and standard protocols win. • Lock-in comes from data accrual, owning a namespace or non-standard formats. Friday, May 15, 2009 remember Tim O’Reilly’s rules? Yeah, this one.

Five rules • The perpetual beta becomes a process for engaging customers. • Share and share-alike data, reusing others’ and providing APIs to your own. • Ignore the distinction between client and server. • On the net, open APIs and standard protocols win. • Lock-in comes from data accrual, owning a namespace or non-standard formats. Friday, May 15, 2009 remember Tim O’Reilly’s rules? Yeah, this one. let’s look at what these namespaces look like on the web today.

Friday, May 15, 2009 this is how facebook presents me to the world. note that i can’t change this. sure i can change my photo... but i can’t alter what’s presented here. this is all left up to facebook’s discretion.

Friday, May 15, 2009 friendfeed present an activity-centric view of me. i can’t change how this looks, but at least it represents parts of what i’m actually doing

Friday, May 15, 2009 Google now lets me have quite a bit of control over my proﬁle, but it makes me look like a google employee. oh, and everyone looks the same.

Friday, May 15, 2009 Meanwhile, Twitter at least lets me customize the colors and background image... but otherwise, that’s about it. and without context, it can be a bit jarring.

Friday, May 15, 2009 So what if I wanted to just do something like this? I’m not saying this is the best webpage evar, but the point is, when I host my own identity, it’s up to ME how I present my identity to the world. And I believe that it’s at the level of the individual that all change and innovation begins and so the web’s architecture should reﬂect that.

Friday, May 15, 2009 and so this is why i use factoryjoe.com as my OpenID. It means that I, as an individual, am in charge of, and own my own identity. and what we need to develop, over time, is a way for people who own their own identities — regardless of whether they delegate to a service or not — to connect to the people and services that matter to them. (next: asshole)

* Friday, May 15, 2009 now, do you know what this is? it’s the asshole of the universe.

* Connect Friday, May 15, 2009 and like assholes, it seems that everyone wants to have a connect API these days.

Photo by Timothy Vogel Friday, May 15, 2009 the result is what we call the “OpenID NASCAR” where everyone wants their brand shown on login forms.... (CLICK)

Friday, May 15, 2009 ...like this.

Friday, May 15, 2009 when people really just want this. their goal is to get access to their account To be fair, this is merely an uncomfortable transitional step along a much longer path towards open identity on the web. it is a means to an end, but not the end that we seek.

• What’s your address? Friday, May 15, 2009 Eventually, I think people will know their OpenID, just like their address, phone number, screennames, email, and so on... until we get to their OpenID. And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to ﬁx that actually. But the primary thing you should take away from this point is that we’re creating a standard to make it possible to have durable, lasting identity on the web.

• What’s your address? • What’s your phone number? Friday, May 15, 2009 Eventually, I think people will know their OpenID, just like their address, phone number, screennames, email, and so on... until we get to their OpenID. And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to ﬁx that actually. But the primary thing you should take away from this point is that we’re creating a standard to make it possible to have durable, lasting identity on the web.

• What’s your address? • What’s your phone number? • What’s your AOL screenname? Friday, May 15, 2009 Eventually, I think people will know their OpenID, just like their address, phone number, screennames, email, and so on... until we get to their OpenID. And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to ﬁx that actually. But the primary thing you should take away from this point is that we’re creating a standard to make it possible to have durable, lasting identity on the web.

• What’s your address? • What’s your phone number? • What’s your AOL screenname? • What’s your email address? Friday, May 15, 2009 Eventually, I think people will know their OpenID, just like their address, phone number, screennames, email, and so on... until we get to their OpenID. And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to ﬁx that actually. But the primary thing you should take away from this point is that we’re creating a standard to make it possible to have durable, lasting identity on the web.

• What’s your address? • What’s your phone number? • What’s your AOL screenname? • What’s your email address? • What’s your MySpace? Friday, May 15, 2009 Eventually, I think people will know their OpenID, just like their address, phone number, screennames, email, and so on... until we get to their OpenID. And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to ﬁx that actually. But the primary thing you should take away from this point is that we’re creating a standard to make it possible to have durable, lasting identity on the web.

• What’s your address? • What’s your phone number? • What’s your AOL screenname? • What’s your email address? • What’s your MySpace? • Twitter? Friday, May 15, 2009 Eventually, I think people will know their OpenID, just like their address, phone number, screennames, email, and so on... until we get to their OpenID. And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to ﬁx that actually. But the primary thing you should take away from this point is that we’re creating a standard to make it possible to have durable, lasting identity on the web.

• What’s your address? • What’s your phone number? • What’s your AOL screenname? • What’s your email address? • What’s your MySpace? • Twitter? • Are you on Facebook? Friday, May 15, 2009 Eventually, I think people will know their OpenID, just like their address, phone number, screennames, email, and so on... until we get to their OpenID. And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to ﬁx that actually. But the primary thing you should take away from this point is that we’re creating a standard to make it possible to have durable, lasting identity on the web.

• What’s your address? • What’s your phone number? • What’s your AOL screenname? • What’s your email address? • What’s your MySpace? • Twitter? • Are you on Facebook? • What’s your OpenID? Friday, May 15, 2009 Eventually, I think people will know their OpenID, just like their address, phone number, screennames, email, and so on... until we get to their OpenID. And just to be clear, an OpenID shouldn’t have to look like a URL. We’re working to ﬁx that actually. But the primary thing you should take away from this point is that we’re creating a standard to make it possible to have durable, lasting identity on the web.

Why standards? Friday, May 15, 2009

The open, social web will be built on standards that are free to implement and that encourage competition at the layer of service and user experience. Friday, May 15, 2009

Friday, May 15, 2009 so, one example of this is email standards like SMTP and IMAP. These protocols are dinosaurs... (CLICK)

Friday, May 15, 2009 but have allowed services like Gmail to be started relatively recently and widespread adoption by creating the incentive to innovate on top of a basic set of features.

Friday, May 15, 2009 where they’ve created this amazing experience in the iphone version of Gmail. Largely because of standards.

Friday, May 15, 2009 similarly, Twitter has grown in large part because of its use of SMS, a standard feature of phones that has been around for ages — that few had previously taken advantage of. Ironically, you could argue that RSS on Blogger was what lead Ev Williams to his original success. So, he just seems to be at the right moment leveraging standards as they become ubiquitous in the marketplace.

 Friday, May 15, 2009 of course, one of the best examples of my point is Apple.

Friday, May 15, 2009 I’ve shown applications and uses of the iPhone, but it itself is the benefactor of years of open standards development.

IEEE 802.11 (WiFi) vCal International Mobile Telecommunications-2000 (IMT-2000) Bluetooth Short Message Service (SMS) JPEG MPEG-4 Part 14, ISO/IEC 14496-14:2003 (MP4) MPEG-1 Audio Layer 3 (MP3) SQLite, TXT vCard, etc HTTP, CSS, JS, etc SMTP, IMAP Friday, May 15, 2009 I’ve shown applications and uses of the iPhone, but it itself is the benefactor of years of open standards development.

Friday, May 15, 2009 Furthermore, WebKit is the rendering engine that powers the Safari browser. this is an open source project

Friday, May 15, 2009 webkit is also the rendering engine that powers Google’s Chromium/Chrome open source browser project.

Friday, May 15, 2009 the Palm Pre’s applications are also all webkit apps. see how important standards are here?

Friday, May 15, 2009 So, just as WebKit is becoming the new operating level, the underpinings of Mac OS X itself is UNIX, which is open source. Apple leverages open source and community-based peer-production and ostensibly sells an experience on top of it. The value is not in the software, per se, but in the designed experience and vision carried through Apple products.

The open, social web Friday, May 15, 2009 and so, hopefully I’ve given you a clear picture of why OPEN standards are critical to innovation on the SOCIAL web — that really the aim of the Diso Project and similar initiatives are to move the realm of competition to a higher level so that we can actually begin to build social experiences at the level that Apple builds hardware experiences today. SO WHY THE OPEN SOCIAL WEB?

Our challenge is to build technologies that enhance the network and serve people so that they in turn can build better and richer societies. Friday, May 15, 2009 BECAUSE Our fundamental challenge is to build technologies that enhance the network and serve people so that they in turn can build better and richer societies.

The way internet is supposed to be Friday, May 15, 2009 which, if we’re successful, brings us full circle back to what we’ve been talking about today: the way the internet is supposed to be.

ﬁn. chris@citizenagency.com • @chrismessina • factoryjoe.com Color palette: oddend by martin Typeface: FTF Flama™ by Mario Feliciano Friday, May 15, 2009 so that’s it. questions?

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The Open, Social Web

by Chris Messina

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