Social Networks: Hype Vs Reality

Slide 1: Social Networks: Hype vs Reality Piero Rivizzigno p.rivizzigno@glossom.com

Slide 2: Social Networks Defined • Web-based services that allow individual to: – Define public or semi-public profile – Articulate a list other users with whom the share the connection – View and traverse their list of connections and those made by others within the system source: danah boyd

Slide 3: Some Reality Check source: mary meeker, alexa.com

Slide 4: Bubble vs Boom Bubble vs Boom The 2000 bubble was driven by IPOs Today the cost for running an Internet company is less than 1/10 compared with 2000 Online Advertising, e-Commerce and Brodband usage are steadily increasingover the last 6 years

Slide 5: SNs: Hyped but Not so New source: danah boyd

Slide 6: Wired and the Hype Mashu-up Generator http://coolmel.zaadz.com/blog/2006/9/the_present_future_and_beyond_zaadz

Slide 7: Personal Self-Interest Precedes Network or Social Value

Slide 8: Money in the “click economy” is made by access to Communities

Slide 9: Some Conversations are Going On Platform vs Applications White Label Social Networking vs Custom Solution Open Graph vs Walled Garden SNs Ego-Centric vs Social Object SNs

Slide 10: Platform vs Application Most of times platforms win in the proprietary world Innovators and Entrepenuers in the long run strikeback

Slide 11: Open Graph vs Walled Garden Who owns the data of the Social Graph ? How do I port my social graph data across different SNs? One Social Graph or Multiple Social Graph?

Slide 12: Ego-Centric vs Social Object Photo Video … Self-expression Communication

Slide 13: White Label vs Custom Solution Complex effort Expensive Full blown capabilities Simple to Start Very cheap Constraints on customization

Slide 14: The Hype Risk is Always There

Slide 15: CREDITS PHOTOS IDEAS http://www.flickr.com/photos/pkdouyk/288790 chris anderson 384/in/set-72157594281373515/ danah boyd http://www.flickr.com/photos/rob_goodspeed/ 158808736/ stowe boyd http://www.flickr.com/photos/kubina/4944606 2/in/photostream/ jiry engestrom http://www.flickr.com/photos/truthlying/30486 286/ reid hoffman http://www.flickr.com/photos/pingnews/30063 8740/ joshua porter http://www.flickr.com/photos/8945297@N03/5 51902264/ david recordon http://www.flickr.com/photos/fine- cars/50789396/ cristine wodtke http://www.flickr.com/photos/iamthelaw/19264 8955/