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

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  • Here’s a little background on some developments that precipitated OpenSocial. There are 25 OpenSocial ‘containers’ currently (companies hosting OpenSocial apps)From an enterprise applications perspective, it’s interesting to integrated Opensocial in November 2007, and launched ‘’ in November 2008, an integration with Facebook extending their reach 120,000,000 users and 100,000 developers.Linkedin launched an integration with IBM’s Lotus notes in Jan 2009
  • Cisco can dramatically increase its’ reach through leveraging social networks.
  • Cisco can dramatically increase its’ reach through leveraging social networks.
  • The social web comprises of a number of different platforms, services, and participants. It’s natural that Cisco is included in these. Here’s a snapshot of how Cisco is represented in some of the more popular sites.Cisco is already an active member of the social web:On, we have 2,000,000 registered usersOn our earnings announcement, we received 1,500 tweets on twitter (a real-time micro-blogging service) So, Cisco is actively engageFacebook:Facebook is a popular social network service, with approximately 200,000 active usersThere are lots of groups related to Cisco Systems on Facebook.Many Cisco employees list Cisco as their employer on FacebookSo, Cisco is active on one of the most popular social networking sitesLinkedin is a professional networking site with approximately 35 million members.
  • 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 />