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Snack Size Sociality

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Snack Size Sociality:
  Attention, Influence and
Identity in the Days of Bite-
        Sized Media
             Jyri Engeström
                  Google
         Blog: zengestrom.com
         jyri@zengestrom.com
Sartre:
“If you are lonely when you're alone, you are in bad company.“
Microcontent
Large ecosystem of
    Few
                    social apps on single
proprietary
                        open platform
 platforms
                       (the web itself)




          New crossroads
This talk has 2 parts



        Part I: Trends
Part II: Strategies for success
Part I: Trends on the web
Ad

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Snack Size Sociality

  • 1. Snack Size Sociality: Attention, Influence and Identity in the Days of Bite- Sized Media Jyri Engeström Google Blog: zengestrom.com jyri@zengestrom.com
  • 2. Sartre: “If you are lonely when you're alone, you are in bad company.“
  • 4. Large ecosystem of Few social apps on single proprietary open platform platforms (the web itself) New crossroads
  • 5. This talk has 2 parts Part I: Trends Part II: Strategies for success
  • 6. Part I: Trends on the web
  • 8. Conan OʼBrien: web in the year 3 000
  • 9. The near future (1-3 years out) Network Devices Software • Broadband • Netbooks • Web apps 10 -> 100 Mbps • iPhones • Mobile apps • Mobile • Androids • Cloud storage 2 -> 10 Mbps • web TVs
  • 10. Desktop: all apps will run on the web
  • 11. Mobile: proprietary app stores vs. the open web Smartphone market share 50 % Nokia 25 % Blackberry iPhone 0 % Q2/2008 Q2/2009
  • 12. 5 trends on the social web today 1. Discovery is becoming social 2. People are increasingly ʻsnackingʼ on content 3. Microblogging is becoming the pulse of the planet 4. Corporations and brands are getting human faces 5. Location is emerging as a new filter
  • 13. 1. Discovery is becoming social
  • 15. Hudson River crash January 15, 2009
  • 16. Iran uprising June, 2009
  • 17. Michael Jackson dead June 25, 2009
  • 18. 2. People are increasingly ʻsnackingʼ on content
  • 19. 3. Microblogging is becoming the pulse of the planet
  • 20. 4. Corporations and brands are getting human faces
  • 21. 5. Location is emerging as a new filter
  • 22. Part II: Strategies for success
  • 23. 4 strategies for success 1. Go where your customers are 2. Donʼt market, engage 3. Empower your ambassadors 4. Introduce something new every day
  • 24. 1. Go where your customers are
  • 28. 3. Empower your ambassadors
  • 29. 4. Introduce something new every day 5.
  • 30. Document-centered social web (2003-2007) • Pages and links • No machine-readable identity • No activities • Based on polling
  • 31. Proprietary real-time platforms (2007-2009) • Faces and identities • Objects, verbs and activities • Proprietary push systems • Contained within silos • Non-standard APIs
  • 32. The people-centric (real time) web As a web citizen, your basic rights should be to: • Host your own identity • Log into any website with your identity and immediately see your friends • Push your activities to your friends regardless of the service you and they choose for producing & consuming • Participate in the same thread of comments from anywhere • Store a record of your activities on your own server
  • 33. Battle is now waged over: • Peopleʼs identities • Activity stream routing • The social inbox • Real-time search
  • 34. 5 trends 1. Discovery is becoming social 2. People are increasingly ʻsnackingʼ on content 3. Microblogging is becoming the pulse of the planet 4. Corporations and brands are getting human faces 5. Location is emerging as a new filter
  • 35. 4 strategies 1. Go where your customers are 2. Donʼt market, engage 3. Empower your ambassadors 4. Introduce something new every day
  • 36. 1 open platform: the web itself 1. OpenID 2. OAuth 3. Portable Contacts 4. PubSubHubbub (PuSH) 5. Activity Streams (activitystrea.ms) 6. Synchronized commenting (TBD)

Editor's Notes

  1. Show 280Slides, share menu. Once everything is online, it starts to be shared.
  2. It’s all about the apps. Mobile Web may save Nokia. Google’s working towards that.