Successfully reported this slideshow.
Surviving (and Thriving in)
the Online Identity Wars
        Joseph Smarr
        April 1, 2009
One year ago
Web 2.0 Expo, SF
I introduced two concepts
The “Social Web Ecosystem”
The “Social Web Ecosystem”
and its “Virtuous Cycle”
and its “Virtuous Cycle”
Together, these are now the
 blueprint for the industry
Together, these are now the
 blueprint for the industry
Together, these are now the
 blueprint for the industry
Together, these are now the
 blueprint for the industry
Together, these are now the
 blueprint for the industry
Together, these are now the
 blueprint for the industry
Together, these are now the
 blueprint for the industry
Six months ago
Web 2.0 Expo, NYC
I coined a new term
The new “Open Stack”
The new “Open Stack”
The phrase has been adopted by
    the industry and media.
The phrase has been adopted by
    the industry and media.
The phrase has been adopted by
    the industry and media.
The phrase has been adopted by
    the industry and media.
Last month
SXSW, Austin
I floated the term
The “Slippery Salamander”
The “Slippery Salamander”
The “Slippery Salamander”
Despite that stumble...
My other predictions have
   been pretty good:
What’s really going on here?
A sea change
is underway.
The web is
going social.
The Social Web
 is going open
at a
quickening
 pace, as
Facebook
MySpace
 Google
  Yahoo
Microsoft
   AOL
race each
 other to
 open up
and vie to
 become
    your
preferred
  Identity
 Provider.
What’s a site to do
to survive in this phase of the
Online Identity Wars?
Let’s start with what not to do.
DON’T
DON’T




Ask your users to create yet-another-
  account/password/photo/profile
DON’T




Ask your users to create yet-another-
  account/password/photo/profile
DON’T
DON’T




Build proprietary APIs where standards
    exist or are under development
DON’T




Build proprietary APIs where standards
    exist or are under development
DON’T
DON’T




Try to win through data “scraping”
DON’T




Try to win through data “scraping”
DON’T
DON’T




Choose a “data lock-in” business model
DON’T




Choose a “data lock-in” business model
DON’T




Choose a “data lock-in” business model
                                  Image credit: Naomi Bennett
DON’T
DON’T




Assume Facebook is now and will always
        be a “walled garden”
DON’T




Assume Facebook is now and will always
        be a “walled garden”
DON’T
DON’T




Assume Facebook is the entire Social Web
DON’T




Assume Facebook is the entire Social Web
Okay. That can help you survive.
What about thriving?
DO
DO




 Customize your UX for the Identity
Providers that best serve your business
DO




 Customize your UX for the Identity
Providers that best serve your business
DO




Anyone want a demo?
DO
DO




   Implement FB Connect and Open Stack
or outsource it (RPX, Google FriendConnect)
DO




   Implement FB Connect and Open Stack
or outsource it (RPX, Google FriendConnect)
DO
DO




Focus on generating Activity Streams to
       ride the Virtuous Cycle
DO




Focus on generating Activity Streams to
       ride the Virtuous Cycle
DO
DO




Go for maximum distribution; work with
       all webwide aggregators
DO




Go for maximum distribution; work with
       all webwide aggregators
DO




Go for maximum distribution; work with
       all webwide aggregators
DO




Go for maximum distribution; work with
       all webwide aggregators
DO




Go for maximum distribution; work with
       all webwide aggregators
DO




Go for maximum distribution; work with
       all webwide aggregators
DO




Go for maximum distribution; work with
       all webwide aggregators
DO




Go for maximum distribution; work with
       all webwide aggregators
DO
DO




 Build APIs around your unique content
and services, and do so in standard ways
DO




 Build APIs around your unique content
and services, and do so in standard ways
DO




 Build APIs around your unique content
and services, and do so in standard ways
DO
DO




Pay attention to this rapidly-evolving space
DO




Pay attention to this rapidly-evolving space
DO




Pay attention to this rapidly-evolving space
DO




Pay attention to this rapidly-evolving space
in conclusion...
In this time of
massive, rapid
  sea change
the greatest
  opportunity
  comes from
aligning with it.
Let’s open it up for Q&A.
Surviving (and Thriving in) the Online Identity Wars
Surviving (and Thriving in) the Online Identity Wars
Surviving (and Thriving in) the Online Identity Wars
Surviving (and Thriving in) the Online Identity Wars
Surviving (and Thriving in) the Online Identity Wars
Surviving (and Thriving in) the Online Identity Wars
Surviving (and Thriving in) the Online Identity Wars
Surviving (and Thriving in) the Online Identity Wars
Surviving (and Thriving in) the Online Identity Wars
Surviving (and Thriving in) the Online Identity Wars
Upcoming SlideShare
Loading in …5
×

Surviving (and Thriving in) the Online Identity Wars

2,277 views

Published on

On April 1, 2009, Plaxo's Joseph Smarr presented at the Web 2.0 Expo in San Francisco

Published in: Technology, News & Politics

Surviving (and Thriving in) the Online Identity Wars

  1. 1. Surviving (and Thriving in) the Online Identity Wars Joseph Smarr April 1, 2009
  2. 2. One year ago
  3. 3. Web 2.0 Expo, SF
  4. 4. I introduced two concepts
  5. 5. The “Social Web Ecosystem”
  6. 6. The “Social Web Ecosystem”
  7. 7. and its “Virtuous Cycle”
  8. 8. and its “Virtuous Cycle”
  9. 9. Together, these are now the blueprint for the industry
  10. 10. Together, these are now the blueprint for the industry
  11. 11. Together, these are now the blueprint for the industry
  12. 12. Together, these are now the blueprint for the industry
  13. 13. Together, these are now the blueprint for the industry
  14. 14. Together, these are now the blueprint for the industry
  15. 15. Together, these are now the blueprint for the industry
  16. 16. Six months ago
  17. 17. Web 2.0 Expo, NYC
  18. 18. I coined a new term
  19. 19. The new “Open Stack”
  20. 20. The new “Open Stack”
  21. 21. The phrase has been adopted by the industry and media.
  22. 22. The phrase has been adopted by the industry and media.
  23. 23. The phrase has been adopted by the industry and media.
  24. 24. The phrase has been adopted by the industry and media.
  25. 25. Last month
  26. 26. SXSW, Austin
  27. 27. I floated the term
  28. 28. The “Slippery Salamander”
  29. 29. The “Slippery Salamander”
  30. 30. The “Slippery Salamander”
  31. 31. Despite that stumble...
  32. 32. My other predictions have been pretty good:
  33. 33. What’s really going on here?
  34. 34. A sea change is underway.
  35. 35. The web is going social.
  36. 36. The Social Web is going open
  37. 37. at a quickening pace, as
  38. 38. Facebook MySpace Google Yahoo Microsoft AOL
  39. 39. race each other to open up
  40. 40. and vie to become your preferred Identity Provider.
  41. 41. What’s a site to do
  42. 42. to survive in this phase of the
  43. 43. Online Identity Wars?
  44. 44. Let’s start with what not to do.
  45. 45. DON’T
  46. 46. DON’T Ask your users to create yet-another- account/password/photo/profile
  47. 47. DON’T Ask your users to create yet-another- account/password/photo/profile
  48. 48. DON’T
  49. 49. DON’T Build proprietary APIs where standards exist or are under development
  50. 50. DON’T Build proprietary APIs where standards exist or are under development
  51. 51. DON’T
  52. 52. DON’T Try to win through data “scraping”
  53. 53. DON’T Try to win through data “scraping”
  54. 54. DON’T
  55. 55. DON’T Choose a “data lock-in” business model
  56. 56. DON’T Choose a “data lock-in” business model
  57. 57. DON’T Choose a “data lock-in” business model Image credit: Naomi Bennett
  58. 58. DON’T
  59. 59. DON’T Assume Facebook is now and will always be a “walled garden”
  60. 60. DON’T Assume Facebook is now and will always be a “walled garden”
  61. 61. DON’T
  62. 62. DON’T Assume Facebook is the entire Social Web
  63. 63. DON’T Assume Facebook is the entire Social Web
  64. 64. Okay. That can help you survive.
  65. 65. What about thriving?
  66. 66. DO
  67. 67. DO Customize your UX for the Identity Providers that best serve your business
  68. 68. DO Customize your UX for the Identity Providers that best serve your business
  69. 69. DO Anyone want a demo?
  70. 70. DO
  71. 71. DO Implement FB Connect and Open Stack or outsource it (RPX, Google FriendConnect)
  72. 72. DO Implement FB Connect and Open Stack or outsource it (RPX, Google FriendConnect)
  73. 73. DO
  74. 74. DO Focus on generating Activity Streams to ride the Virtuous Cycle
  75. 75. DO Focus on generating Activity Streams to ride the Virtuous Cycle
  76. 76. DO
  77. 77. DO Go for maximum distribution; work with all webwide aggregators
  78. 78. DO Go for maximum distribution; work with all webwide aggregators
  79. 79. DO Go for maximum distribution; work with all webwide aggregators
  80. 80. DO Go for maximum distribution; work with all webwide aggregators
  81. 81. DO Go for maximum distribution; work with all webwide aggregators
  82. 82. DO Go for maximum distribution; work with all webwide aggregators
  83. 83. DO Go for maximum distribution; work with all webwide aggregators
  84. 84. DO Go for maximum distribution; work with all webwide aggregators
  85. 85. DO
  86. 86. DO Build APIs around your unique content and services, and do so in standard ways
  87. 87. DO Build APIs around your unique content and services, and do so in standard ways
  88. 88. DO Build APIs around your unique content and services, and do so in standard ways
  89. 89. DO
  90. 90. DO Pay attention to this rapidly-evolving space
  91. 91. DO Pay attention to this rapidly-evolving space
  92. 92. DO Pay attention to this rapidly-evolving space
  93. 93. DO Pay attention to this rapidly-evolving space
  94. 94. in conclusion...
  95. 95. In this time of massive, rapid sea change
  96. 96. the greatest opportunity comes from aligning with it.
  97. 97. Let’s open it up for Q&A.

×