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"Harnessing The Implicit Value Of The Social Graph". Looks at how the concept "social networks will be like air" will develop.

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Defrag Keynote Nov. 4, 2008

  1. Harnessing The Implicit Value Of The Social Graph Charlene Li Altimeter Group November 4, 2008
  2. A long, long, time ago… Google OpenSocial November 1, 2007 Facebook Connect May 9, 2008 MySpace Data Availability May 8, 2008 Google FriendConnect May 12, 2008 Facebook Platform May 24, 2007
  3. Social networks will be like air
  4. Agenda <ul><li>Where are we today with the open Web? </li></ul><ul><li>How will things work better? </li></ul><ul><li>What should you be doing to prepare? </li></ul>
  5. The rules are being agreed upon <ul><li>Two standards with Facebook and the “Open Stack” </li></ul><ul><li>Remote sites now starting to access social data </li></ul>
  6. Walled gardens are breaking down Facebook’s Julie Zhuo sharing Facebook Connect’s UI experiences at the OpenID/Oauth UX Summit, October 20, 2008. Source: John McCrea.
  7. 1. Universal identity – Open ID, email, mobile number, gamer tag
  8. 2. Detailed social graph <ul><li>Spouse </li></ul><ul><li>Colleague </li></ul><ul><li>Nice neighbor </li></ul><ul><li>Bunco buddy </li></ul><ul><li>My BFF </li></ul><ul><li>Mother </li></ul><ul><li>Client </li></ul><ul><li>Bad neighbor </li></ul><ul><li>Gym buddy </li></ul><ul><li>Ex-boyfriend </li></ul><ul><li>Child </li></ul><ul><li>Prospect </li></ul><ul><li>New neighbor </li></ul><ul><li>Trainer </li></ul><ul><li>High school rival </li></ul>
  9. 3. Activities and applications TheInsider.com allows users to bring in their Facebook friends Avoids building yet another siloed social network
  10. Obama campaign integrated Facebook Connect two weeks ago
  11. Agenda <ul><li>Where are we today with the open Web? </li></ul><ul><li>How will things work better? </li></ul><ul><li>What should you be doing to prepare? </li></ul>
  12. The Promise <ul><li>“ Anything that you do is better done with friends.” </li></ul>(Just not necessarily with all of them.)
  13. The Perfect (Data) Storm <ul><li>Today, we can capture what was invisible and untrackable because of three trends </li></ul><ul><li>Social relationships </li></ul><ul><ul><li>Explicit friends, profiles, and behavior </li></ul></ul><ul><li>Culture of sharing </li></ul><ul><ul><li>Content creation, tagging, and lifestreaming </li></ul></ul><ul><li>Ambient data generation and capture </li></ul><ul><ul><li>Location, browsing and search history, purchases </li></ul></ul>
  14. Communications can fill in the social graph
  15. Google already tracks who you email the most
  16. As “life devices”, mobile becomes the core of implicit data Web apps like Yahoo! OneConnect pull in social graph data Can tap into location and address book today In the future, will tap into call log, messaging, browsing, and calendar as well
  17. A “social algorithm” will make privacy and permissions easier to manage <ul><li>Context makes content privacy easier </li></ul><ul><ul><li>Social signals provide a shorthand for our mental map of relationships </li></ul></ul><ul><ul><li>Suggests who might want to see it, e.g. photo sharing </li></ul></ul><ul><li>Community based privacy </li></ul><ul><ul><li>Suggests people like you have this type of privacy </li></ul></ul>
  18. Ambient data informs next actions to take <ul><li>Times when contact emails  best time to email him </li></ul><ul><li>Rank among contacts </li></ul><ul><li>Phone number extracted from emails </li></ul><ul><li>Request a meeting </li></ul>Source: Xobni.com
  19. Organizing and sharing your photos Take a photo with your GPS and compass enabled camera (adds metadata to the photo) Face recognition software identifies people in your social graph (leverages existing social graph) Calendar shows I’m on vacation (provides context) Sends it to my mom’s photo frame (sets default permissions)
  20. The future of ITV <ul><li>The fallacy of ITV – that people would want to interact with a television </li></ul><ul><li>Instead, they want to interact with each other </li></ul><ul><li>Smart TV’s will understand your social graph </li></ul>Current TV’s “Hack The Debate” integrating Twitter into the broadcast
  21. Engagement Pyramid Base: Global active Internet users (uses the Internet every day/every other day Note: Percent of active Internet users that do this at least weekly Source: Universal McCann Social Media Tracker Wave 3, March 2008 <ul><li>Edit a wiki </li></ul><ul><li>Moderate a forum </li></ul><ul><li>Write in a blog – 21% </li></ul><ul><li>Upload a video – 18% </li></ul><ul><li>Rate a product or service </li></ul><ul><li>Comment on a blog post </li></ul><ul><li>Write in a discussion forum </li></ul><ul><li>Share online video – 37% </li></ul><ul><li>Update profile – 35% </li></ul><ul><li>Upload photos – 23% </li></ul><ul><li>Watch online video – 59% </li></ul><ul><li>Read blogs – 48% </li></ul><ul><li>Download podcasts – 23% </li></ul>
  22. GetGlue adds a social toolbar in Firefox around objects
  23. The same toolbar appears on IMDb
  24. The toolbar shows Chris’s comments from Wikipedia
  25. Transactions also become easier
  26. Semantic search alone doesn’t work well
  27. Search can improve with social context
  28. Agenda <ul><li>Where are we today with the open Web? </li></ul><ul><li>How will things work better? </li></ul><ul><li>What should you be doing to prepare? </li></ul>
  29. 1) Prepare to open <ul><li>Leverage existing identity and social graphs </li></ul><ul><li>Get your privacy and permission strategy aligned with an open strategy </li></ul><ul><li>Find your trust agents </li></ul><ul><ul><li>“ In Google I trust” </li></ul></ul>
  30. 2) Open up your data and mental firewalls But allow people and employees to create their own “personal” firewalls
  31. 3) Prepare for the demise of the org chart New forms of leadership will be needed
  32. Summary <ul><li>Social networks will be like air </li></ul><ul><li>Open will be the new norm, so consider how you will open your business </li></ul><ul><li>Prepare for a new type of leadership </li></ul>
  33. Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Slides available at slideshare.net/charleneli Copyright © 2008 Altimeter Group
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"Harnessing The Implicit Value Of The Social Graph". Looks at how the concept "social networks will be like air" will develop.

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