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Snack Size Sociality

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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.“
  3. Microcontent
  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
  7. Whereʼs the web going?
  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
  14. Mumbai attacks 26 November, 2008
  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
  25. 2. Donʼt market, engage
  26. 3. Empower your ambassadors
  27. 4. Introduce something new every day 5.
  28. Document-centered social web (2003-2007) • Pages and links • No machine-readable identity • No activities • Based on polling
  29. Proprietary real-time platforms (2007-2009) • Faces and identities • Objects, verbs and activities • Proprietary push systems • Contained within silos • Non-standard APIs
  30. 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
  31. Battle is now waged over: • Peopleʼs identities • Activity stream routing • The social inbox • Real-time search
  32. 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
  33. 4 strategies 1. Go where your customers are 2. Donʼt market, engage 3. Empower your ambassadors 4. Introduce something new every day
  34. 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)

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