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Top 5 Tips for Building Viral Social Web Applications and Sites

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  • 1. Top 5 Tips for Building Viral Social Web Applications and Sites
    Jonathan LeBlanc
    Developer Evangelist
    Email: jleblanc@x.com
    Twitter: @jcleblanc
  • 2. Programming Social Applications Building Viral Experiences with OpenSocial, OAuth, OpenID, and Distributed Web Frameworks
    http://shop.oreilly.com/product/0636920014201.do
    Foundation for socializing applications and websites.
    Open Source foundation.
  • 3. Using Open Source Solutions The foundation for “Programming Social Applications”
    Open source is not the be all end all, it’s simply a solid foundation.
  • 4. The Core Principals
    Build for the relevant social & interest graphs
    Understand your sharing model and integrate early
    Use the work that other companies have invested in
    Build for all available outlets
    Use emerging social technologies
  • 5. The Core Principals
    Build for the relevant social & interest graphs
    Understand your sharing model and integrate early
    Use the work that other companies have invested in
    Build for all available outlets
    Use emerging social technologies
  • 6. Build for relevant graphs A Poll
    When do you integrate social outreach channels in your products?
  • 7. Build for relevant graphs What do social and interest graphs consist of?
  • 8. Build for relevant graphs Understanding Relationship Models
    Follower Model
    Connection Model
    Group Model
  • 9. Build for relevant graphs Integration Success and Failure of Zynga
    • First round of “Mafia Wars” as an initial game partner for YAP in 2009. Failed to produce high install rates and difficult to integrate.
    • 10. Second integration of “Mafia Wars” and “FishVille” in late 2010. Higher install rates, new viral channels and little integration pain.
  • Build for relevant graphs Example Technology: WebFinger
    http://code.google.com/p/webfinger/
  • 11. Build for relevant graphs WebFinger: Origin through the finger protocol
    finger jleblanc@x.com
    Login name: jleblanc
    In real life: Jonathan LeBlanc
    Home phone: 123-4567
    Office: San Jose, CA
    Last Login: Tue Oct 4 12:41 on ttys000
    jleblanc@x.com
    http://www.jcleblanc.com
  • 12. Build for relevant graphs WebFinger: How it Works
  • 13. Build for relevant graphs WebFinger: How it Works
  • 14. Build for relevant graphs WebFinger: How it Works
  • 15. Build for relevant graphs WebFinger: Performing WebFinger Discovery
    curl http://gmail.com/.well-known/host-meta
    <XRD xmlns='http://docs.oasis-open.org/ns/xri/xrd-1.0'
    xmlns:hm='http://host-meta.net/xrd/1.0'>
    <hm:Hostxmlns='http://host-meta.net/xrd/1.0'>
    gmail.com</hm:Host>
    <Link rel='lrdd' template=
    'http://www.google.com/s2/webfinger/?q={uri}'>
    <Title>Resource Descriptor</Title>
    </Link>
    </XRD>
  • 16. Build for relevant graphs WebFinger: Performing WebFinger Discovery
    curl http://www.google.com/s2/webfinger/?q=nakedtechnologist@gmail.com
    The User Profile: http://www.google.com/profiles/nakedtechnologist
    The portable contacts link: http://www-opensocial.googleusercontent.com/api/people/118167121283215553793/
    The public Google Buzz feed: https://www.googleapis.com/buzz/v1/activities/118167121283215553793/@public
  • 17. The Core Principals
    Build for the relevant social & interest graphs
    Understand your sharing model and integrate early
    Use the work that other companies have invested in
    Build for all available outlets
    Use emerging social technologies
  • 18. Understanding your sharing model The real life versus online social graph
  • 19. Understanding your sharing model Sharing Models
    The Opt-in Model
    The Opt-out Model
  • 20. Understanding your sharing model Case study: The oversharing application
  • 21. Understanding your sharing model Example Technology: PubSubHubbub
    http://code.google.com/p/pubsubhubbub/
  • 22. Understanding your sharing model PubSubHubbub: How it Works
  • 23. Understanding your sharing model PubSubHubbub: How it Works
  • 24. Understanding your sharing model PubSubHubbub: How it Works
  • 25. Understanding your sharing model PubSubHubbub: How it Works
  • 26. Understanding your sharing model PubSubHubbub: How it Works
  • 27. Understanding your sharing model Example Technology: The Salmon Protocol
    www.salmon-protocol.org
  • 28. Understanding your sharing model The Salmon Protocol: How it Works
  • 29. Understanding your sharing model The Salmon Protocol: How it Works
  • 30. Understanding your sharing model The Salmon Protocol: How it Works
  • 31. Understanding your sharing model The Salmon Protocol: Things to Consider
    • Is the content coming from a trusted source?
    • 32. How does the publisher prevent spam or abuse?
    • 33. How does the publisher ensure the quality of the updates?
  • Understanding your sharing model The Salmon Protocol: Determining Source
    Subscriber sends signed request to publisher (e.g. using acct:johndoe@subscriber.example.com).
    Publisher performs discovery on endpoint to verify identity provider.
    • Webfinger
    • 34. LRDD (Link-based Resource Descriptor)
    Provider verifies signature via public keys obtained during discovery.
  • 35. The Core Principals
    Build for the relevant social & interest graphs
    Understand your sharing model and integrate early
    Use the work that other companies have invested in
    Build for all available outlets
    Use emerging social technologies
  • 36. Use Existing Technology Don’t reinvent the wheel!
  • 37. Use Existing Technology Partner Strategies: Failure to Integrate Company “ABC”
    • Third round partner integrating with our social services.
    • 38. They created their own OAuth implementation since we did not have an appropriate SDK.
    • 39. Integration failed near completion of the code.
  • Use Existing Technology Example Technology: The Open Graph Protocol
    http://ogp.me/
  • 40. Use Existing Technology Open Graph Protocol: How Web Semantics Work
  • 41. Use Existing Technology Open Graph Protocol: How Web Semantics Work
    Geo
    <span class="geo">
    <span class="latitude">52.48</span>,
    <span class="longitude">-1.89</span>
    </span>
    vCard
    <div class="vcard">
    <div class="fn">Joe Doe</div>
    <div class="org">The Example Company</div>
    <div class="tel">604-555-1234</div>
    <a class="url" href="http://site.com/">http://site.com/</a>
    </div>
  • 42. Use Existing Technology Open Graph Protocol: Vision of the Semantic Web
  • 43. Use Existing Technology Open Graph Protocol: Reality of the Semantic Web
  • 44. Use Existing Technology Open Graph Protocol: What Changed
  • 45. Use Existing Technology Open Graph Protocol: The Metadata Format
    <html xmlns:og="http://ogp.me/ns#">
    <head>
    <title>Restaurant at Wente Vineyards – Livermore</title>
    <meta property="og:url"
    content="http://www.yelp.com/biz/gATFcG9HTaXJpg">
    <meta property="og:type" content="restaurant">
    <meta property="og:title"
    content="The Restaurant at Wente Vineyards">
    <meta property="og:image"
    content="http://media2.px.yelpcdn.com/iVSnIs">
    ...
    </head>
    ...
    </html>
  • 46. Use Existing Technology Open Graph Protocol: What is Defined?
  • The Core Principals
    Build for the relevant social & interest graphs
    Understand your sharing model and integrate early
    Use the work that other companies have invested in
    Build for all available outlets
    Use emerging social technologies
  • 60. Build for all available outletsBeing Platform Agnostic
    • Facebook was a primary outlet for Zynga when they integrated OpenSocial containers.
    • 61. They built an abstraction layer on top of every platform. One game, multiple endpoints.
  • Build for all available outletsExample Technology: OpenSocial
    Foundation Specification for Social Applications and Containers.
    Shindig is a practical implementation of OpenSocial.
    Partuza is a sample social container.
  • 62. Build for all available outletsOpenSocial View Foundations
    Profile
    Full
    Home
  • 63. Build for all available outletsExample Technology: Activity Streams
    Defines a social activity
    Platform agnostic
    Integrated into OpenSocial
  • 64. The Core Principals
    Build for the relevant social & interest graphs
    Understand your sharing model and integrate early
    Use the work that other companies have invested in
    Build for all available outlets
    Use emerging social technologies
  • 65. Use emerging social technologies The early bird gets the worm
    • By the time a system is popular, your chances of making headway are slim.
    • 66. Dedicate resources to working on and contributing to open systems
  • Use emerging social technologies How lack of innovation lead to failure in YDN
    Failure to move quickly on new technologies.
    Security prevented innovation.
    Not seen as a technology leader.
  • 67. Use emerging social technologies A Poll
    Do you or your companies allot time for emerging technologies?
  • 68. Use emerging social technologies Authorization Systems – OAuth 1
    Authorize applications and sites to do something on your behalf.
    Signing done on side of integrator.
    Lengthy integration process.
  • 69. Use emerging social technologies Authorization Systems – OAuth2
    Significantly improved integration time.
    Communication over HTTPS
  • 70. ?
    Questions
    Jonathan LeBlanc
    Twitter: @jcleblanc
    E-Mail: jleblanc@x.com
    http://www.slideshare.net/jcleblanc