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OpenSocial South America Tour 2008
   OpenSocial is Open for Business
Google APIs Evangelist: Patrick Chanezon

  Paris - San Francisco
  API Evangelist - OpenSocial
  Checkout, AdWords
  Software plumber
  Java geek… in scripting rehab: Ruby,
  JavaScript, PHP, Python
  Open Source: ROME, AdWords (Java, C#,
  Ruby)
  Sun: Blogs, Portals, eCommerce
  Netscape/AOL: LDAP, Calendar, App
  Servers, CMS, MyNetscape (RSS)
  More on my blog http://wordpress.
  chanezon.com




  Links and slides at http://del.icio.us/chanezon/
Google APIs              (Circa November 2006, Mainz)



  Why are we doing do it?
      Our mission: “Organize the world’s information and make it universally accessible and useful”
           We can’t organize it all ourselves
  14 Google APIs on http://code.google.com… and counting!




                    Google Data                          Enterprise
                    API                                  APIs
                        Calendar                         Homepage
                        API                              API
                    Maps API                             Related
                    AdWords API                          Links
                    Blogger API                          Sitemaps
                    Data APIs                            Talk (XMPP)
                    Desktop SDK                          Toolbar API
                    Earth (KML)                          Web Search
                                                         API
Google APIs            (Circa May 2007, Buenos Aires)




   Why are we doing do it?
       Our mission: “Organize the world’s information and make it universally accessible and useful”
            We can’t organize it all ourselves
   32 Google APIs on http://code.google.com… and counting!



                  Checkout API                         Enterprise APIs
                  Data API                             Homepage API
                      8 services                       YouTube API
                  Maps API                             Sitemaps
                  AdWords API                          Talk (XMPP)
                  Ajax Search API                      Toolbar API
                  Ajax Feed API                        Google Web
                  Desktop SDK                          Toolkit
                                                       …
Google APIs            (Circa September 2007, San
                       Francisco)




   Why are we doing do it?
       Our mission: “Organize the world’s information and make it universally accessible and useful”
            We can’t organize it all ourselves
   37 Google APIs on http://code.google.com/apis… and counting!



                  Checkout API                         Enterprise APIs
                  Data API                             Homepage API
                      8 services                       YouTube API
                  Maps API                             Sitemaps
                  AdWords API                          Talk (XMPP)
                  Ajax Search API                      Toolbar API
                  Ajax Feed API                        Google Web
                  Desktop SDK                          Toolkit
                                                       …
Google APIs Today                        (Circa April 2008, Redwood City)


   Why are we doing do it?
       Our mission (it has not changed): “Organize the world’s information and make it universally
       accessible and useful”
            We can’t organize it all ourselves
   N Google APIs on http://code.google.com/apis… and counting!
   Let’s script it so that I can reuse this slide



   wget http://code.google.com/more/ -q -O - | grep
   products-short-desc | wc -l
   55

                              Including 3 Platforms
Making the web better
 by making it social

        Why?
What does Social mean?




      Eliette what do you do with your friends?
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
Raoul: a social object for Charlotte (3 year old)
South America 2008: Open Social For Brand Advertising and Media
South America 2008: Open Social For Brand Advertising and Media
Jaiku’s Jyri Engeström's 5 rules for social
 networks: social objects
1. What is your object?
2. What are your verbs?
3. How can people share the objects?
4. What is the gift in the invitation?
5. Are you charging the publishers or the spectators?
http://tinyurl.com/yus8gw
How do we socialize objects
           online
without having to create yet
  another social network?
Brands are Social Objects
South America 2008: Open Social For Brand Advertising and Media
South America 2008: Open Social For Brand Advertising and Media
South America 2008: Open Social For Brand Advertising and Media
South America 2008: Open Social For Brand Advertising and Media
South America 2008: Open Social For Brand Advertising and Media
Borges on Walled Gardens

quot;To enclose an orchard or a garden is
common, but not an empirequot;
About Chinese emperor Shih Huang Ti and the great Wall of
China
Jorge Luis Borges, quot;The Wall and the Booksquot;, Selected Non
Fictions
Google APIs Guide: Hal Varian




 OpenSocial is a straightforward application of chapters 8 and 9 of his
 1998 book quot;Information Rulesquot;
 “Standards change competition for a market to competition within a
 market”
     Network Effects
     Lock-In and Switching Costs
     Standards
OpenSocial

 A common open set of APIs for
building social applications across
           multiple sites
Standards-based

  html+javascript
Open: OpenSocial Foundation

                   OpenSocial Foundation
                   http://opensocial.org/
                   Keep the specification Open




Specifications discussed on Public Google Group
Will probably use the IETF process
South America 2008: Open Social For Brand Advertising and Media
South America 2008: Open Social For Brand Advertising and Media
South America 2008: Open Social For Brand Advertising and Media
Why should you care about OpenSocial?

  Developers/Brands: Distribution >200
  Million users
  Social Sites: Features
  Users: More applications
Gartner Technology Hype Cycle
OpenSocial Hype Cycle
OpenSocial Trends: Yahoo!
Creating a Standard like OpenSocial is
a Social endeavor




    This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
South America 2008: Open Social For Brand Advertising and Media
Integrating Community Feedback




  This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
South America 2008: Open Social For Brand Advertising and Media
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
South America 2008: Open Social For Brand Advertising and Media
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
South America 2008: Open Social For Brand Advertising and Media
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
South America 2008: Open Social For Brand Advertising and Media
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
A standard for everyone




   This work by Eliette Chanezon is licensed under a   Creative Commons Attribution-
How does it work?

10 minutes to an OpenSocial app
One API, Many Websites
One API
  client-side JavaScript - version 0.7 ready for production
      standard Web development tools: HTML + Javascript
      server optional
  server-side REST (initial proposal under review)
      Google proposal based on Atom Publishing Protocol
      AtomPub and JSON

Many Websites
  every OpenSocial website exposes the same API

         ==> more users for every app
         ==> more apps for every user
Core Services

 People (quot;who I amquot;, quot;who are my friendsquot;)
 Activities (quot;what I'm doingquot;)

 Persistence (state without a server)
Demo

OpenSocial Online Resources
Specification
http://opensocial.org
Technical demo
http://code.google.com/p/opensocial-resources/

OpenSocial Applications
On Orkut, hi5, MySpace
Social Applications Monetization

Several business models possible (cf Dave McClure Web 2.0
Expo 2008 presentation)
   AdSense
   Brand the App (brand advertising)
   Free -> Freemium
   Refferals
   Sell virtual or real goods (ex: MixBook)

Brand Advertising on Social Applications
(See RockYou's Ro Choy Web 2.0 Expo 2008 presentation)
OpenSocial for Brand Advertising

Has started on Facebook already

Many brands planning for OpenSocial now

Leverage viral channels offered by Social Platforms

Companies that can help agencies create these apps
  RockYou: leader on US market
  Mentez
  Globant
Bling Bling: Marketing and
Monetizing Through Social
Applications              April 2008


Slides from Ro Choy, RockYou

Presented at Web 2.0 Expo
Marketing Opportunities with Social Applications

Successful marketing for social media should focus on social applications:
 1. Application content integration
            Integrating brand or product as part of user experience
            Example: Likeness quiz, virtual gifts, greeting cards, virtual actions, etc
 1. Sponsorships or branding of applications
            App takeover or skinning w/ possible promotion
            Example: Skin application w/ sweepstakes or contest
 1. Custom social application building & distribution
            Build a social app for advertiser and/or distribute it through social
            network specific ad networks
            Example: Build, viral tune, launch, and seed an app recruiting users
            from RockYou’s leading ad network jumpstarting viral spread of app
 1. Rich Media
Application Integration & Application Takeovers

                                             Click-Through Rate




                       Social Networks (1)      Web (1)    Average       Best
                                                           RockYou     RockYou
                                                             Ads     Ad Campaigns

(1) Business Week (2/7/2008)
Application Development and Promotion
Some rules of thumb from Context Optional.

    Frictionless: simple, less is more
    Audience: on Facebook for their friends
    Communication: integrate into the viral channels
    Engagement: hook users to return regularly
    Business model: design with monetization in mind
    Objective: establish goals and success metrics
    Obvious: make each page’s purpose clear
    Keep working: develop, test, repeat
Online Advertising Growing
Social Advertising Growing 3x Faster


    Global Online Media Advertising   Global Social Networking Advertising
                       ($Bn)                            ($MM)




               CAGR: 22%
                                            CAGR: 65%




Source: eMarketer
Context is the key to social application monetization


                                                       High context
                                                       High virality
                                                      Apps add context to
                                                       social networks.

                                                      Social apps are viral
                                Social
                              Applications




                                                      Low context
                                                      High virality
                                                      Low context from
 High context                                          photo browsing
 Low virality
Search is not viral   Contextual         Virality /
                       targeting          Hyper-
                                        targeting
Monetizing Social Media

  Application Cross-promotion
     CPI (Cost per Installation) = $0.30-$0.50
     Selected Customers:

  Agency-sourced Branded Advertising
     CPM (Cost per Impression) = $2.00 - $10.00
     Type of Ads Using CPM: Branded Ads, Takeovers, App Integration
     Selected Customers:

  Direct Response and Lead Generation
     CPA (Cost per Action)
     Type of Ads Using CPA: Mobile Offering, Education, Finance
     Selected Customers:
  Virtual Goods, Micro-transactions & Subscription
Agency-Sourced Branded Advertising
Agency-Sourced Branded Advertising

    Direct selling is required - work with ad rep companies to help source agency
    relationships
        Alloy Media & Marketing
        Clearspring
        Appsavvy
    Agencies are looking for new, materially impactful experiences for their clients
    (same as the regular web)
        Application takeovers
        Niche demographic reach or custom content
        Performance
    Productize the offerings of your application/site
    Agency-sourced campaigns range from $30K to $150K spend
    International brand marketing can be significant
        UK/Europe
        Canada
        South America
    Internal resources are needed to support agency work
        Ad operations
        Reporting
OpenSocial for Publishers/Media

Socializing Content: Problem and Opportunities

Problem
email + password protected urls -> Hard to socialize around
content

Opportunity
Tribune de Geneve example: viral adoption, fun, branding
OpenSocial for Publishers: Distribution

Distribute your content to 200+M users
Move your content to where users spend their time

Get users more engaged with your content

Leverage the viral channels while staying in control
OpenSocial for Publishers: Monetization

Social sites determine the monetization policy

Hi5, MySpace, you can monetize on canvas page

A lot of experimentation needs to happen in the next
6 months: YOU should experiment!
OpenSocial for Publishers: Socialize
your site
Leverage Social Networks directly from your site
You need a REST API for that

Proposal in public Forum: comment on it

You can leverage MySpace proprietary REST API
now to experiment
Conclusion: OpenSocial is a great
opportunity for Publishers
OpenSocial is an open standard to make the web
more social

The whole web
  Different types of sites: mainstream, professional,
  enterprise
  International

Publishers should leverage this new opportunity to
distribute their content, make it more engaging, and
monetize it.
Google OpenSocial Platforms
    Orkut and iGoogle
2nd social network in the world
>60M users
Big in Brazil and India
Use case: self expression, communication
Status:
  OpenSocial available for users in India
  since last week
  Directory limited to 19 applications for
  now
Orkut Stats
http://www.orkut.com/MembersAll.aspx
Orkut Policies
Viral Channels
  Only ActivityStream for now

Security
  makeRequest uses RSA
  See PHP sample to validate signature

Monetization
  Advertise on Canvas Pages
  Use any Advertising Network
  Keep proceeds for yourself
  Respect the T&Cs
  http://code.google.com/apis/orkut/docs/orkutdevguidelines.
  html#monetization
iGoogle Users
 iGoogle was the fastest growing Google product
 in 2006 and 2007
 iGoogle has tens of millions of users worldwide.
 More than 20% of visits to the Google homepage
 in the U.S. are to iGoogle.
 iGoogle is available in 42 languages and over 70
 countries.
 Approximately 50% of iGoogle users are in the U.
 S., with large user bases in the U.K., France,
 Japan, Germany, Canada, Spain, Italy and the
 Netherlands.
iGoogle Developers
 Users have added more than 100,000 unique
 gadgets to their iGoogle pages.
 Currently there are over 47,000 gadgets (up from
 9,000 in Q3 2007) and 200,000 feeds available in
 our public directory for users to add to their own
 webpage, in addition to their iGoogle page. All
 gadgets are free.
 http://www.google.com/ig/directory?synd=open
 Our top developers include a Database Specialist
 from the University of Southern Maine, a stay-at-
 home mom from Utah, and a computer science
 major from Puerto Rico.
iGoogle Social
 Sandbox launched yesterday 4/21
 For developers, Friends manager gadget
 Social Content Platform as opposed to a social
 network
 Helping you filter your information consumption:
 using friends to help you discover and filter as
 opposed to communicate and self express
 Use Cases: media, commerce, games
 games and twitter should work well, throwing
 sheep won't work
iGoogle Social
In iGoogle Viewer=Owner, main difference
with Orkut

quot;I talk about social networks as performance
spaces- Orkut is Karaoke, iGoogle is
watching a concert. You want it to be clear
which one you are doing.quot;

Kevin Marks, OpenSocial Developer
Advocate
iGoogle Policies

Viewer = Owner
   Key difference between iGoogle and Orkut

AppData
  10Kb

Viral Channels
   sendMessage soon

Monetization
  Ads on the Canvas pages
  Home/Dashboard view is private
Conclusion: OpenSocial is open for
Business
OpenSocial is making the web more social

The current version 0.7 is in production

Developers can start creating social applications today
  Orkut, Myspace, Hi5 open to consumers now

Orkut in India now: Brazil real soon!

Social sites: implement OpenSocial
   get Shindig and start planning

Advertisers: create brand advertising Apps now

Media: get your content more social
Hackathons

  Hacker’s Marathons: Pizza, Beer and Code
  Worldwide: Bangalore, Mexico, Buenos Aires, London, Mountain View,
  …
  With partners: OpenSocial hackathons with MySpace, Hi5,SixApart, …
  Hackathon in Buenos Aires in May - Mentez contest in Brazil
A two day developer gathering focused on
       pushing the boundaries of web applications.

                     May 28-29, 2008
                      San Francisco



Learn more and register at http://code.google.com/events/io
Globant and OpenSocial

    Globant worked on Google Checkout: excellent tech work, we
    became friends
    Involved in OpenSocial Trusted Testers: created cool apps
    Created an OpenSocial practice: build apps and containers for
    social sites
Questions

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South America 2008: Open Social For Brand Advertising and Media

  • 1. OpenSocial South America Tour 2008 OpenSocial is Open for Business
  • 2. Google APIs Evangelist: Patrick Chanezon Paris - San Francisco API Evangelist - OpenSocial Checkout, AdWords Software plumber Java geek… in scripting rehab: Ruby, JavaScript, PHP, Python Open Source: ROME, AdWords (Java, C#, Ruby) Sun: Blogs, Portals, eCommerce Netscape/AOL: LDAP, Calendar, App Servers, CMS, MyNetscape (RSS) More on my blog http://wordpress. chanezon.com Links and slides at http://del.icio.us/chanezon/
  • 3. Google APIs (Circa November 2006, Mainz) Why are we doing do it? Our mission: “Organize the world’s information and make it universally accessible and useful” We can’t organize it all ourselves 14 Google APIs on http://code.google.com… and counting! Google Data Enterprise API APIs Calendar Homepage API API Maps API Related AdWords API Links Blogger API Sitemaps Data APIs Talk (XMPP) Desktop SDK Toolbar API Earth (KML) Web Search API
  • 4. Google APIs (Circa May 2007, Buenos Aires) Why are we doing do it? Our mission: “Organize the world’s information and make it universally accessible and useful” We can’t organize it all ourselves 32 Google APIs on http://code.google.com… and counting! Checkout API Enterprise APIs Data API Homepage API 8 services YouTube API Maps API Sitemaps AdWords API Talk (XMPP) Ajax Search API Toolbar API Ajax Feed API Google Web Desktop SDK Toolkit …
  • 5. Google APIs (Circa September 2007, San Francisco) Why are we doing do it? Our mission: “Organize the world’s information and make it universally accessible and useful” We can’t organize it all ourselves 37 Google APIs on http://code.google.com/apis… and counting! Checkout API Enterprise APIs Data API Homepage API 8 services YouTube API Maps API Sitemaps AdWords API Talk (XMPP) Ajax Search API Toolbar API Ajax Feed API Google Web Desktop SDK Toolkit …
  • 6. Google APIs Today (Circa April 2008, Redwood City) Why are we doing do it? Our mission (it has not changed): “Organize the world’s information and make it universally accessible and useful” We can’t organize it all ourselves N Google APIs on http://code.google.com/apis… and counting! Let’s script it so that I can reuse this slide wget http://code.google.com/more/ -q -O - | grep products-short-desc | wc -l 55 Including 3 Platforms
  • 7. Making the web better by making it social Why?
  • 8. What does Social mean? Eliette what do you do with your friends?
  • 9. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 10. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 11. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 12. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 13. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 14. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 15. Raoul: a social object for Charlotte (3 year old)
  • 18. Jaiku’s Jyri Engeström's 5 rules for social networks: social objects 1. What is your object? 2. What are your verbs? 3. How can people share the objects? 4. What is the gift in the invitation? 5. Are you charging the publishers or the spectators? http://tinyurl.com/yus8gw
  • 19. How do we socialize objects online without having to create yet another social network?
  • 26. Borges on Walled Gardens quot;To enclose an orchard or a garden is common, but not an empirequot; About Chinese emperor Shih Huang Ti and the great Wall of China Jorge Luis Borges, quot;The Wall and the Booksquot;, Selected Non Fictions
  • 27. Google APIs Guide: Hal Varian OpenSocial is a straightforward application of chapters 8 and 9 of his 1998 book quot;Information Rulesquot; “Standards change competition for a market to competition within a market” Network Effects Lock-In and Switching Costs Standards
  • 28. OpenSocial A common open set of APIs for building social applications across multiple sites
  • 30. Open: OpenSocial Foundation OpenSocial Foundation http://opensocial.org/ Keep the specification Open Specifications discussed on Public Google Group Will probably use the IETF process
  • 34. Why should you care about OpenSocial? Developers/Brands: Distribution >200 Million users Social Sites: Features Users: More applications
  • 38. Creating a Standard like OpenSocial is a Social endeavor This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 40. Integrating Community Feedback This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 42. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 44. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 46. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 47. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 49. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 50. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 51. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 52. A standard for everyone This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  • 53. How does it work? 10 minutes to an OpenSocial app
  • 54. One API, Many Websites One API client-side JavaScript - version 0.7 ready for production standard Web development tools: HTML + Javascript server optional server-side REST (initial proposal under review) Google proposal based on Atom Publishing Protocol AtomPub and JSON Many Websites every OpenSocial website exposes the same API ==> more users for every app ==> more apps for every user
  • 55. Core Services People (quot;who I amquot;, quot;who are my friendsquot;) Activities (quot;what I'm doingquot;) Persistence (state without a server)
  • 56. Demo OpenSocial Online Resources Specification http://opensocial.org Technical demo http://code.google.com/p/opensocial-resources/ OpenSocial Applications On Orkut, hi5, MySpace
  • 57. Social Applications Monetization Several business models possible (cf Dave McClure Web 2.0 Expo 2008 presentation) AdSense Brand the App (brand advertising) Free -> Freemium Refferals Sell virtual or real goods (ex: MixBook) Brand Advertising on Social Applications (See RockYou's Ro Choy Web 2.0 Expo 2008 presentation)
  • 58. OpenSocial for Brand Advertising Has started on Facebook already Many brands planning for OpenSocial now Leverage viral channels offered by Social Platforms Companies that can help agencies create these apps RockYou: leader on US market Mentez Globant
  • 59. Bling Bling: Marketing and Monetizing Through Social Applications April 2008 Slides from Ro Choy, RockYou Presented at Web 2.0 Expo
  • 60. Marketing Opportunities with Social Applications Successful marketing for social media should focus on social applications: 1. Application content integration Integrating brand or product as part of user experience Example: Likeness quiz, virtual gifts, greeting cards, virtual actions, etc 1. Sponsorships or branding of applications App takeover or skinning w/ possible promotion Example: Skin application w/ sweepstakes or contest 1. Custom social application building & distribution Build a social app for advertiser and/or distribute it through social network specific ad networks Example: Build, viral tune, launch, and seed an app recruiting users from RockYou’s leading ad network jumpstarting viral spread of app 1. Rich Media
  • 61. Application Integration & Application Takeovers Click-Through Rate Social Networks (1) Web (1) Average Best RockYou RockYou Ads Ad Campaigns (1) Business Week (2/7/2008)
  • 62. Application Development and Promotion Some rules of thumb from Context Optional. Frictionless: simple, less is more Audience: on Facebook for their friends Communication: integrate into the viral channels Engagement: hook users to return regularly Business model: design with monetization in mind Objective: establish goals and success metrics Obvious: make each page’s purpose clear Keep working: develop, test, repeat
  • 63. Online Advertising Growing Social Advertising Growing 3x Faster Global Online Media Advertising Global Social Networking Advertising ($Bn) ($MM) CAGR: 22% CAGR: 65% Source: eMarketer
  • 64. Context is the key to social application monetization High context High virality Apps add context to social networks. Social apps are viral Social Applications Low context High virality Low context from High context photo browsing Low virality Search is not viral Contextual Virality / targeting Hyper- targeting
  • 65. Monetizing Social Media Application Cross-promotion CPI (Cost per Installation) = $0.30-$0.50 Selected Customers: Agency-sourced Branded Advertising CPM (Cost per Impression) = $2.00 - $10.00 Type of Ads Using CPM: Branded Ads, Takeovers, App Integration Selected Customers: Direct Response and Lead Generation CPA (Cost per Action) Type of Ads Using CPA: Mobile Offering, Education, Finance Selected Customers: Virtual Goods, Micro-transactions & Subscription
  • 67. Agency-Sourced Branded Advertising Direct selling is required - work with ad rep companies to help source agency relationships Alloy Media & Marketing Clearspring Appsavvy Agencies are looking for new, materially impactful experiences for their clients (same as the regular web) Application takeovers Niche demographic reach or custom content Performance Productize the offerings of your application/site Agency-sourced campaigns range from $30K to $150K spend International brand marketing can be significant UK/Europe Canada South America Internal resources are needed to support agency work Ad operations Reporting
  • 68. OpenSocial for Publishers/Media Socializing Content: Problem and Opportunities Problem email + password protected urls -> Hard to socialize around content Opportunity Tribune de Geneve example: viral adoption, fun, branding
  • 69. OpenSocial for Publishers: Distribution Distribute your content to 200+M users Move your content to where users spend their time Get users more engaged with your content Leverage the viral channels while staying in control
  • 70. OpenSocial for Publishers: Monetization Social sites determine the monetization policy Hi5, MySpace, you can monetize on canvas page A lot of experimentation needs to happen in the next 6 months: YOU should experiment!
  • 71. OpenSocial for Publishers: Socialize your site Leverage Social Networks directly from your site You need a REST API for that Proposal in public Forum: comment on it You can leverage MySpace proprietary REST API now to experiment
  • 72. Conclusion: OpenSocial is a great opportunity for Publishers OpenSocial is an open standard to make the web more social The whole web Different types of sites: mainstream, professional, enterprise International Publishers should leverage this new opportunity to distribute their content, make it more engaging, and monetize it.
  • 73. Google OpenSocial Platforms Orkut and iGoogle
  • 74. 2nd social network in the world >60M users Big in Brazil and India Use case: self expression, communication Status: OpenSocial available for users in India since last week Directory limited to 19 applications for now
  • 76. Orkut Policies Viral Channels Only ActivityStream for now Security makeRequest uses RSA See PHP sample to validate signature Monetization Advertise on Canvas Pages Use any Advertising Network Keep proceeds for yourself Respect the T&Cs http://code.google.com/apis/orkut/docs/orkutdevguidelines. html#monetization
  • 77. iGoogle Users iGoogle was the fastest growing Google product in 2006 and 2007 iGoogle has tens of millions of users worldwide. More than 20% of visits to the Google homepage in the U.S. are to iGoogle. iGoogle is available in 42 languages and over 70 countries. Approximately 50% of iGoogle users are in the U. S., with large user bases in the U.K., France, Japan, Germany, Canada, Spain, Italy and the Netherlands.
  • 78. iGoogle Developers Users have added more than 100,000 unique gadgets to their iGoogle pages. Currently there are over 47,000 gadgets (up from 9,000 in Q3 2007) and 200,000 feeds available in our public directory for users to add to their own webpage, in addition to their iGoogle page. All gadgets are free. http://www.google.com/ig/directory?synd=open Our top developers include a Database Specialist from the University of Southern Maine, a stay-at- home mom from Utah, and a computer science major from Puerto Rico.
  • 79. iGoogle Social Sandbox launched yesterday 4/21 For developers, Friends manager gadget Social Content Platform as opposed to a social network Helping you filter your information consumption: using friends to help you discover and filter as opposed to communicate and self express Use Cases: media, commerce, games games and twitter should work well, throwing sheep won't work
  • 80. iGoogle Social In iGoogle Viewer=Owner, main difference with Orkut quot;I talk about social networks as performance spaces- Orkut is Karaoke, iGoogle is watching a concert. You want it to be clear which one you are doing.quot; Kevin Marks, OpenSocial Developer Advocate
  • 81. iGoogle Policies Viewer = Owner Key difference between iGoogle and Orkut AppData 10Kb Viral Channels sendMessage soon Monetization Ads on the Canvas pages Home/Dashboard view is private
  • 82. Conclusion: OpenSocial is open for Business OpenSocial is making the web more social The current version 0.7 is in production Developers can start creating social applications today Orkut, Myspace, Hi5 open to consumers now Orkut in India now: Brazil real soon! Social sites: implement OpenSocial get Shindig and start planning Advertisers: create brand advertising Apps now Media: get your content more social
  • 83. Hackathons Hacker’s Marathons: Pizza, Beer and Code Worldwide: Bangalore, Mexico, Buenos Aires, London, Mountain View, … With partners: OpenSocial hackathons with MySpace, Hi5,SixApart, … Hackathon in Buenos Aires in May - Mentez contest in Brazil
  • 84. A two day developer gathering focused on pushing the boundaries of web applications. May 28-29, 2008 San Francisco Learn more and register at http://code.google.com/events/io
  • 85. Globant and OpenSocial Globant worked on Google Checkout: excellent tech work, we became friends Involved in OpenSocial Trusted Testers: created cool apps Created an OpenSocial practice: build apps and containers for social sites