The document discusses the nature of social networks and the concept of the social graph, suggesting that many social platforms have become marketing channels rather than fostering genuine social interaction. It introduces new services like Zendit and Beerdog that prioritize ad-hoc, contextual conversations without relying on traditional social graphs. The author questions the value of existing social networks and highlights the emergence of interest-focused, location-aware services.

1. The Social Web:To Graph or Not to Graph?Kevin BradshawCEO/Founder, ZenditTuring Festival, EdinburghAugust 2011

3. About ZenditFormed 2009Previous : i-play, PlayPhone, Limewire, BuzzdDigital engagement productsCloud platformServices on all digital devicesSelf-funded and profitable (almost)

4. Quiz:Describe Facebook, without using the words“social” or “network”

5. DisclaimerI’m 41 with a wife and a 2-year oldI’m generally a bit grumpy anywayHave been in tech startups for 15 yearsFirst company sold for $100MBut I didn’t get much of itAll of it has gone back into other startupsStart-ups are really hard, then Google does itIt’s lunchtime and I’m hungry too

6. Alternate titles

7. Facebook:Are we “friends” now?

8. LinkedIn:Is this networking?

9. Twitter: Is that pseudo-code?

10. Google+: Most people I know are squares,they don’t fit into circles.

11. Suggested CirclesPeople Who Just Woke Up And Are Overly Optimistic About What The Day Holds For ThemInexplicably Shirtless Profile Picture PeopleBible Quoting Relatives“Tao of Pooh” Quoting RelativesGirls Who Link To Every Cat Video In The History Of The InternetTGIF! DudeOld High-school Friends You Wouldn’t Recognize If They Were Sitting Next To YouRelatives Who Quote AnythingAnyone Who Quotes AnythingSource : WSJ and Author

12. What is the social graph?Exposing connections connectionsWho follows you on Twitter and who follows themWho’s your friend on Facebook and who are their friendsExposing connections connections contentWhat’s on your friends wall?Billions of $ bet that this is valuableIs it?

13. We want to talkBut we are not having conversations

14. OpinionsMany social networks are not very social, they are just marketing channels – personal or corporateWe’re mostly lonelyOr we are looking for endorsement of opinionUnlikely to spend time with these people in real-lifeDon’t care about my friends friendsDon’t want to follow my toothpaste on Facebook, it seems a bit silly

15. DirectionsAd-hoc groups and topicsNon-persistent relationshipsEasier (by-product) OR harder (no broadcasting) to drive influenceContextual – especially localProductive – especially rewarding

16. A couple of new servicesZenditBeerdog

17. Zendit: Ad-hoc, local, contextual, “harder”No social graphno wallno friendsno broadcastingFind or start a conversation nearbyPublic or private – and changeableAdd people, add stuff – images, video and chatYou need to choose who is in a conversationYou can remove a user from a conversation

18. SplashPersonalNearbyConversationOptions

19. Beerdog:Local, focused, “easier”, rewaringI want a beerI want it nowIt had better be goodMy friends know about beer, I’ll see what they are drinking and whereI am totally uninterested in anything else right now, get me a beer

20. SplashActivityBeerDog

21. SummaryGrowth of major social networks based on the social graphBut I don’t find them very social and there’s a question over how valuable the graph isInteresting services coming which do and don’t use a graphInterest-focused, ad-hoc, location-aware services are emerging