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Social Media & Open Social Introduction


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A brief introduction to social media and Open Social, with an emphasis on enterprise use cases.
Are you able to engage with customers when they're ready to act?

- Social Applications Background
- Social graph intro
- Federated Social Network
- Evolution of social networks
- Customer reach
- How your company is represented on the social web
- Social Application Development
- Defining characteristics of social applications
- Opensocial simplified application architecture
- Opensocial application hosts

Published in: Technology, Business
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Social Media & Open Social Introduction

  1. 1. Social ComputingA Quickstart<br />Kit Sharma<br />Diisclaimer: <br />“Some of the individuals posting to this site, including the moderators, work for Cisco Systems, Inc. Opinions expressed here and in any corresponding comments are the personal opinions of the original authors, not those of Cisco.” <br /><br /><br />1<br />© 2008 Cisco Systems, Inc. All rights reserved.<br />Cisco Public<br />Innovation – Open/Social Quick Start<br />
  2. 2. Social Computing –Agenda<br />How<br />Why<br />What<br />
  3. 3. Social Computing <br />You<br />Friend of a Friend<br />Friend<br />Social computing is a way to generate value through understanding how we are connected to each other, and then applying knowledge of those connections<br />
  4. 4. Why do we care? We can scale our reach immensely.<br />IBM<br />Individual<br />GE<br />Business Relationship<br />Network Membership<br />College<br />Children’s Activities<br />Personal Interest<br />Personal<br />Relationship<br />Social <br />Network (Facebook, Yahoo, etc)<br />FederatedSocialNetwork <br />Social Network Membership<br />Cisco<br />
  5. 5. How else is social computing different?<br />Social applications are based on relationships and activity. Behaviors that make successful relationships, translate directly to social applications.<br />Concept Source: Social Media Goes Corporate, Joel Postman<br />
  6. 6. Social Network Computing – A Timeline<br />The market is evolving, and entering the enterprise.<br />2004/5<br />5Across<br />facebook<br />Cisco<br />Others<br />OpenID<br />Adoption<br />Hi5<br />Acquisition<br />Lotus Notes<br />MySpace<br />facebook<br />MySpace<br />LinkedIn<br />Hi5<br />Yahoo<br />Launch<br />Orkut<br />FOX<br /><br />IBM<br />Partner Launch<br />Acquisition<br /><br />MySpace<br />25 Others<br />OS Adoption<br />Ebay<br />Orkut<br />(google)<br />OpenSocial <br />GMail<br /><br />Launch<br />Eos<br />facebook<br />Lotus Notes<br />twitter<br />GMail<br />Cisco<br />Launch<br />OS Adoption<br />Launch<br />&lt;2003<br />2006/7<br />2008<br />2009<br />Partner Launch<br />
  7. 7. Social Networking – Customer Reach<br />Social networks have immense participation.<br />Open Social taps the cumulative power of networks.<br /># Registered Users<br />1,000,000,000<br />+ Others<br />250,000,000<br />2,000,00 <br />Google <br />Yahoo<br />Facebook<br />Potential<br />Reach<br />Sources:, comscore<br />
  8. 8. Social Networking – Typical Pageviews<br />Let’s verify actual engagement in sites.<br />% of global internet traffic daily page views<br />6<br />Google (mail)<br />4<br />Facebook<br />Yahoo(mail) <br />2<br />MySpace<br />+230%/3mo<br />Twitter<br />* Twitter: excludes api usage<br />Jul<br />Oct<br />2009 Jan<br />Jul<br />2008 <br />Apr<br />So, social networks constitute around around 10% of daily page views. <br />Mail services include social aspects like id, network relationships, etc.<br />Source:<br />
  9. 9. Your Social Web - Take a Snapshot<br /><ul><li> People search
  10. 10. Group search
  11. 11. Do you have a company policy?
  12. 12. Registered Users
  13. 13. Traffic
  14. 14. Search
  15. 15. Basic sentiment analysis ( , )
  16. 16. How is your company represented?
  17. 17. Officially?
  18. 18. Unofficially?</li></ul>Sources: twitter,facebook, linkedin<br />
  19. 19. Portal Competency Center – Innovation TrackOpenSocial – Use Case Concept Examples<br />Customer registers product on company website<br />Customer enters OpenID<br />Auto-complete name, address, using OpenSocial Source<br />Identify social communities & tools employees use (Yammer, Twitter, IM)<br />Identify key terms for sentiment analysis (great, bad…..)<br />Search platform<br />Develop ‘SEO/#Tag’ plan for community & leaders<br />Identify optimal ‘tweet’ times, and relevant retweets(rt)’<br />Tweet !<br /> Suggested Sources:, twitalyzer, twitterholic…<br />
  20. 20. OpenSocial – What is it?<br />OpenSocial Compliant<br />Non-Compliant with OpenSocial<br />
  21. 21. OpenSocial – How Social Applications are Developed<br />
  22. 22. Social Applications – Before development begins<br />Deploy and promote your service to targeted networks<br />Learn about the people you’re trying to connect with, use their public profile<br />Create content and activity connecting people<br />
  23. 23. OpenSocial – Simplified Application Architecture <br />Client: Browser, Mobile<br />OpenSocialRPC<br />External Service<br />App Server<br />Social Network Host<br />
  24. 24. OpenSocial Intro: Application Host Environment<br />OpenSocial Application Host<br />Application Renditions: Views<br />Canvas<br />Profile<br />Home<br />Preview<br />OpenSocial Container: shindig<br />Manage App Data<br />Manage Apps<br />App Directory<br />Storing Activities<br />Manage Activity Streams<br />OpenSocial API’s/Services<br />Manage Friends<br />Social Data Repository<br />
  25. 25. OpenSocial – Intro: Social Network Host Examples<br />Canvas<br />Social Network Host<br />Canvas<br />Profile<br />Preview<br />Profile<br />Home<br />Application<br />Canvas<br />Manage App Data<br />Application<br />Application<br />Google Container Views<br />MySpace Container Views<br />Yahoo Container Views<br />App Directory<br />Storing Activities<br />Manage Activity Streams<br />OpenSocial API’s/Services<br />Manage Friends<br />Social Data Repository<br />
  26. 26. Final Thoughts<br />“ Open/Social is a way to connect with 1 billion people, in a personalized way.”<br />Are you listening to your customers and partners, and responding when appropriate?<br />Is access to 1,000,000,000 people, with access to personal preferences, interests, and networks, relevant to your business?<br />Would knowing more about your co-workers and partners help you be more effective?<br />Is information about your company on social network’s relevant to you?<br />Do you need to engage people when they’re available, interested, and ready to act?<br />
  27. 27. Supplemental Information<br />Open Social Glossary<br />Sample Social Data: Customer Identity and Insight<br />
  28. 28. A. Open Social – Glossary<br />
  29. 29. B: Social Data – Customer Identity and Insight<br />Consumer<br />Corporate<br />