Social ComputingA QuickstartKit SharmaDiisclaimer: “Some of the individuals posting to this site, including the moderators, work for Cisco Systems, Inc. Opinions expressed here and in any corresponding comments are the personal opinions of the original authors, not those of Cisco.” kitsharm@cisco.comhttp://twitter.com/kittosharma1© 2008 Cisco Systems, Inc. All rights reserved.Cisco PublicInnovation – Open/Social Quick Start

Social Computing –AgendaHowWhyWhat

Social Computing YouFriend of a FriendFriendSocial computing is a way to generate value through understanding how we are connected to each other, and then applying knowledge of those connections

Why do we care? We can scale our reach immensely.IBMIndividualGEBusiness RelationshipNetwork MembershipCollegeChildren’s ActivitiesPersonal InterestPersonalRelationshipSocial Network (Facebook, Yahoo, etc)FederatedSocialNetwork Social Network MembershipCisco

How else is social computing different?Social applications are based on relationships and activity. Behaviors that make successful relationships, translate directly to social applications.Concept Source: Social Media Goes Corporate, Joel Postman

Social Network Computing – A TimelineThe market is evolving, and entering the enterprise.2004/55AcrossfacebookCiscoOthersOpenIDAdoptionHi5AcquisitionLotus NotesMySpacefacebookMySpaceLinkedInHi5YahooLaunchOrkutFOXsalesforce.comIBMPartner LaunchAcquisitionsalesforce.comMySpace25 OthersOS AdoptionEbayOrkut(google)OpenSocial GMailforce.comLaunchEosfacebookLotus NotestwitterGMailCiscoLaunchOS AdoptionLaunch<20032006/720082009Partner Launch

Social Networking – Customer ReachSocial networks have immense participation.Open Social taps the cumulative power of networks.# Registered Users1,000,000,000+ Others250,000,0002,000,00 Google YahooFacebookPotentialReachSources: facebook.com, comscore

Social Networking – Typical PageviewsLet’s verify actual engagement in sites.% of global internet traffic daily page views6Google (mail)4FacebookYahoo(mail) 2MySpace+230%/3moTwitter* Twitter: excludes api usageJulOct2009 JanJul2008 AprSo, social networks constitute around around 10% of daily page views. Mail services include social aspects like id, network relationships, etc.Source: alexa.com

Your Social Web - Take a Snapshot People search Group search Do you have a company policy? Registered Users Traffic Search Basic sentiment analysis ( , )How is your company represented?Officially?Unofficially?Sources: twitter,facebook, linkedin

People search

Group search

Do you have a company policy?

Registered Users

Traffic

Search

Basic sentiment analysis ( , )

How is your company represented?

Officially?

Unofficially?

Portal Competency Center – Innovation TrackOpenSocial – Use Case Concept ExamplesCustomer registers product on company websiteCustomer enters OpenIDAuto-complete name, address, using OpenSocial SourceIdentify social communities & tools employees use (Yammer, Twitter, IM)Identify key terms for sentiment analysis (great, bad…..)Search platformDevelop ‘SEO/#Tag’ plan for community & leadersIdentify optimal ‘tweet’ times, and relevant retweets(rt)’Tweet ! Suggested Sources: hashtag.org, twitalyzer, twitterholic…

OpenSocial – What is it?OpenSocial CompliantNon-Compliant with OpenSocial

OpenSocial – How Social Applications are Developed

Social Applications – Before development beginsDeploy and promote your service to targeted networksLearn about the people you’re trying to connect with, use their public profileCreate content and activity connecting people

OpenSocial – Simplified Application Architecture Client: Browser, MobileOpenSocialRPCExternal ServiceApp ServerSocial Network Host

OpenSocial Intro: Application Host EnvironmentOpenSocial Application HostApplication Renditions: ViewsCanvasProfileHomePreviewOpenSocial Container: shindigManage App DataManage AppsApp DirectoryStoring ActivitiesManage Activity StreamsOpenSocial API’s/ServicesManage FriendsSocial Data Repository

OpenSocial – Intro: Social Network Host ExamplesCanvasSocial Network HostCanvasProfilePreviewProfileHomeApplicationCanvasManage App DataApplicationApplicationGoogle Container ViewsMySpace Container ViewsYahoo Container ViewsApp DirectoryStoring ActivitiesManage Activity StreamsOpenSocial API’s/ServicesManage FriendsSocial Data Repository

Final Thoughts“ Open/Social is a way to connect with 1 billion people, in a personalized way.”Are you listening to your customers and partners, and responding when appropriate?Is access to 1,000,000,000 people, with access to personal preferences, interests, and networks, relevant to your business?Would knowing more about your co-workers and partners help you be more effective?Is information about your company on social network’s relevant to you?Do you need to engage people when they’re available, interested, and ready to act?

Supplemental InformationOpen Social GlossarySample Social Data: Customer Identity and Insight

A. Open Social – Glossary

B: Social Data – Customer Identity and InsightConsumerCorporate