Top 5 Tips for Building Viral Social Web Applications and Sites<br />Jonathan LeBlanc<br />Developer Evangelist<br />Email...
Programming Social Applications Building Viral Experiences with OpenSocial, OAuth, OpenID, and Distributed Web Frameworks<...
Using Open Source Solutions The foundation for “Programming Social Applications”<br />Open source is not the be all end al...
The Core Principals<br />Build for the relevant social & interest graphs<br />Understand your sharing model and integrate ...
The Core Principals<br />Build for the relevant social & interest graphs<br />Understand your sharing model and integrate ...
Build for relevant graphs A Poll<br />When do you integrate social outreach channels in your products?<br />
Build for relevant graphs What do social and interest graphs consist of?<br />
Build for relevant graphs Understanding Relationship Models<br />Follower Model<br />Connection Model<br />Group Model<br />
Build for relevant graphs Integration Success and Failure of Zynga<br /><ul><li>First round of “Mafia Wars” as an initial ...
Second integration of “Mafia Wars” and “FishVille” in late 2010.   Higher install rates, new viral channels and little int...
Build for relevant graphs WebFinger: Origin through the finger protocol<br />finger jleblanc@x.com<br />Login name: jlebla...
Build for relevant graphs WebFinger: How it Works<br />
Build for relevant graphs WebFinger: How it Works<br />
Build for relevant graphs WebFinger: How it Works<br />
Build for relevant graphs WebFinger: Performing WebFinger Discovery<br />curl http://gmail.com/.well-known/host-meta <br /...
Build for relevant graphs WebFinger: Performing WebFinger Discovery<br />curl http://www.google.com/s2/webfinger/?q=nakedt...
The Core Principals<br />Build for the relevant social & interest graphs<br />Understand your sharing model and integrate ...
Understanding your sharing model The real life versus online social graph<br />
Understanding your sharing model Sharing Models<br />The Opt-in Model<br />The Opt-out Model<br />
Understanding your sharing model Case study: The oversharing application<br />
Understanding your sharing model Example Technology: PubSubHubbub<br />http://code.google.com/p/pubsubhubbub/<br />
Understanding your sharing model PubSubHubbub: How it Works<br />
Understanding your sharing model PubSubHubbub: How it Works<br />
Understanding your sharing model PubSubHubbub: How it Works<br />
Understanding your sharing model PubSubHubbub: How it Works<br />
Understanding your sharing model PubSubHubbub: How it Works<br />
Understanding your sharing model Example Technology: The Salmon Protocol<br />www.salmon-protocol.org<br />
Understanding your sharing model The Salmon Protocol: How it Works<br />
Understanding your sharing model The Salmon Protocol: How it Works<br />
Understanding your sharing model The Salmon Protocol: How it Works<br />
Understanding your sharing model The Salmon Protocol: Things to Consider<br /><ul><li>Is the content coming from a trusted...
How does the publisher prevent spam or abuse?
How does the publisher ensure the quality of the updates?</li></li></ul><li>Understanding your sharing model The Salmon Pr...
 LRDD (Link-based Resource Descriptor)</li></ul>Provider verifies signature via public keys obtained during discovery.<br />
The Core Principals<br />Build for the relevant social & interest graphs<br />Understand your sharing model and integrate ...
Use Existing Technology Don’t reinvent the wheel!<br />
Use Existing Technology Partner Strategies: Failure to Integrate Company “ABC”<br /><ul><li>Third round partner integratin...
They created their own OAuth implementation since we did not have an appropriate SDK.
Integration failed near completion of the code.</li></li></ul><li>Use Existing Technology Example Technology: The Open Gra...
Use Existing Technology Open Graph Protocol: How Web Semantics Work<br />
Use Existing Technology Open Graph Protocol: How Web Semantics Work<br />Geo<br /><span class="geo"><br />   <span class="...
Use Existing Technology Open Graph Protocol: Vision of the Semantic Web<br />
Use Existing Technology Open Graph Protocol: Reality of the Semantic Web<br />
Use Existing Technology Open Graph Protocol: What Changed<br />
Use Existing Technology Open Graph Protocol: The Metadata Format<br /><html xmlns:og="http://ogp.me/ns#"><br /><head><br /...
Use Existing Technology Open Graph Protocol: What is Defined?<br /><ul><li> Basic Metadata
 Location
 Contact Information
 Video Data
 Audio Data
 Objects
 Activities
 Businesses
 Groups
 Organizations
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Top 5 Tips for Building Viral Social Web Applications and Sites

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Top 5 Tips for Building Viral Social Web Applications and Sites

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