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Google and the Social Web (Mexico City Dev Fest 2010)

The document discusses Google's evolution from a search company to an information company focused on enhancing its products with social functionalities. It highlights the importance of social interactions and signals in improving personalization of search results, as seen with tools like Google Buzz and OpenSocial. The overall goal is to promote a larger, interconnected social web without Google monopolizing the space, encouraging diverse players to provide varied services.

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messina@google.com • @chrismessina • factoryjoe.com
@chris.messina buzz.google.com/chrismessina @chrismessina #devfest Hello. Here are some useful coordinates before we begin: chris.messina on Buzz; chrismessina on Twitter. The hashtag is #devfest
Google y la Web Social
Google Search I’m Feeling Lucky So Google is thought of by most people to be a search company. But it’s actually an information company. Even still, there’s no reason why Google shouldn’t do more to enhance its information products with social information, helping to make more information that’s relevance, timely, and useful available to everyone.
Google Search I’m Feeling Lucky Social So Google is thought of by most people to be a search company. But it’s actually an information company. Even still, there’s no reason why Google shouldn’t do more to enhance its information products with social information, helping to make more information that’s relevance, timely, and useful available to everyone.
chris messina Google Search I’m Feeling Lucky Social So Google is thought of by most people to be a search company. But it’s actually an information company. Even still, there’s no reason why Google shouldn’t do more to enhance its information products with social information, helping to make more information that’s relevance, timely, and useful available to everyone.
? but there’s still a question about what this should really look like. And a question about the right way for Google to get involved with and help advance the social web.
Google Social Products But Google has always had social products. From Google Talk to Reader to Docs...
Google Social Products Google Talk Google Reader Google Docs But Google has always had social products. From Google Talk to Reader to Docs...
Google Social Products Search Communicate, show & share Blog Search Blogger Find blogs on your favorite topics Share your life online with a blog - it's quick, easy and free Earth Calendar Explore the world from your computer Organize your schedule and share events with friends Maps Docs View maps and directions Create and share your online documents, presentations and spreadsheets Web Search Google Mail Search billions of web pages Fast, searchable email with less spam Groups Create mailing lists and discussion groups Orkut Meet new people and stay in touch with friends Picasa Find, edit and share your photos Reader Get all your blogs and news feeds fast Sites Create websites and secure group wikis Talk IM and call your friends through your computer Translate View web pages in other languages YouTube Watch, upload and share videos but in fact, there’s a much broader social story at Google — it just hasn’t revealed itself with the same degree of obviousness that we see elsewhere in the industry.
In fact it’s important to keep in mind that Google’s original algorithm, called PageRank is Google’s original “social web” product. How so?
“PageRank can be thought of as a model of user behavior.” Sergey Brin and Larry Page, 1998 Well, in the original academic paper that described PageRank, Larry and Sergey said that PageRank “can be thought of as a model of user behavior.”
At the time, the user model that they were describing was that of a user following links from one site to another — the “follow your nose” model of the “web of links”. From this kind of user behavior, the algorithm for PageRank was derived (click). While that model has changed over time, the basic premise that links indicate a social signals remains relevant.
At the time, the user model that they were describing was that of a user following links from one site to another — the “follow your nose” model of the “web of links”. From this kind of user behavior, the algorithm for PageRank was derived (click). While that model has changed over time, the basic premise that links indicate a social signals remains relevant.
At the time, the user model that they were describing was that of a user following links from one site to another — the “follow your nose” model of the “web of links”. From this kind of user behavior, the algorithm for PageRank was derived (click). While that model has changed over time, the basic premise that links indicate a social signals remains relevant.
The signals that were once embedded in static HTML pages that could be crawled at one’s leisure are now predominantly being shared in social streams. And more importantly, the make up of social streams differs per person — which leads to an incredible opportunity to improve personalization and the relevance of search results.
The signals that were once embedded in static HTML pages that could be crawled at one’s leisure are now predominantly being shared in social streams. And more importantly, the make up of social streams differs per person — which leads to an incredible opportunity to improve personalization and the relevance of search results.
and so google can use those signals to personalize your search results, as they do with the social circle feature.
and so google can use those signals to personalize your search results, as they do with the social circle feature.
which brings us to Buzz, Google’s latest baby entry into the social web.
This is what Buzz looks like in Gmail, in case you haven’t seen it.
it also gives you a nice way to interact with media right from within buzz.
Announcing Buzz This Buttons
http://j.mp/buzz-this-api
Google Buzz and the social web
“ The best way to get a sense of where the Buzz API is heading is to take a look at http://code.google.com/ apis/buzz/. You'll notice that the “coming soon” section mentions a ton of protocols—Activity Streams, Atom, AtomPub, MediaRSS, WebFinger, PubSubHubbub, Salmon, OAuth, XFN, etc. DeWitt Clinton, Google Photo by Joi Ito “The best way to get a sense of where the Buzz API is heading is to take a look at http:// code.google.com/apis/buzz/. You'll notice that the “coming soon” section mentions a ton of protocols—Activity Streams, Atom, AtomPub, MediaRSS, WebFinger, PubSubHubbub, Salmon, OAuth, XFN, etc.
“ What it doesn't talk much about is Google. That's because the goal isn't Google specific at all. The idea is that someday, any host on the web should be able to implement these open protocols and send messages back and forth in real time with users from any network, without any one company in the middle. DeWitt Clinton, Google Photo by Joi Ito “What it doesn't talk much about is Google. That's because the goal isn't Google specific at all. The idea is that someday, any host on the web should be able to implement these open protocols and send messages back and forth in real time with users from any network, without any one company in the middle.
“ What it doesn't talk much about is Google. That's because the goal isn't Google specific at all. The idea is that someday, any host on the web should be able to implement these open protocols and send messages back and forth in real time with users from any network, without any one company in the middle. DeWitt Clinton, Google Photo by Joi Ito “What it doesn't talk much about is Google. That's because the goal isn't Google specific at all. The idea is that someday, any host on the web should be able to implement these open protocols and send messages back and forth in real time with users from any network, without any one company in the middle.
“ The web contains the social graph, the protocols are standard web protocols, the messages can contain whatever crazy stuff people think to put in them. Google Buzz will be just another node (a very good node, I hope) among many peers.” DeWitt Clinton, Google Photo by Joi Ito “The web contains the social graph, the protocols are standard web protocols, the messages can contain whatever crazy stuff people think to put in them. Google Buzz will be just another node (a very good node, I hope) among many peers.”
“ The web contains the social graph, the protocols are standard web protocols, the messages can contain whatever crazy stuff people think to put in them. Google Buzz will be just another node (a very good node, I hope) among many peers.” DeWitt Clinton, Google Photo by Joi Ito This is really important. The goal of Google Buzz, while on the one hand is create an excellent social experience on the web, is also to adopt and make use of technologies that expand the size and participation on the social web.
What is the social web?
Image from the Opte Project So if this is the web, it’s important to understand that the goal is NOT for Google to own the web. On the contrary... [CLICK]
{ } Image from the Opte Project So if this is the web, it’s important to understand that the goal is NOT for Google to own the web. On the contrary... [CLICK]
{ } Image from the Opte Project So if this is the web, it’s important to understand that the goal is NOT for Google to own the web. On the contrary... [CLICK]
Image from the Opte Project So if this is the web, it’s important to understand that the goal is NOT for Google to own the web. On the contrary... [CLICK]
Image from the Opte Project the goal is for there to be many different players on the open web, providing choice for people, and competing to offer the best services around. And this isn’t just for the bigger or more popular services. The goal is for a much larger, more interconnected social web to grow larger.
Image from the Opte Project the goal is for there to be many different players on the open web, providing choice for people, and competing to offer the best services around. And this isn’t just for the bigger or more popular services. The goal is for a much larger, more interconnected social web to grow larger.
Image from the Opte Project the goal is for there to be many different players on the open web, providing choice for people, and competing to offer the best services around. And this isn’t just for the bigger or more popular services. The goal is for a much larger, more interconnected social web to grow larger.
The web is better when it’s social The web is better when it’s social. And that means that we want to make sure that every page and site on the web can offer social functionality, and compelling social experiences.
What do I mean by social? it’s about enabling new verbs on the web... verbs like follow, share, discuss, comment, mention, like, rate,
I saw this in a local supermarket back home in San Francisco. I’ve seen similar signs all over the Mission, where I live.
This is where the social web begins — an invitation from the real world to join others online. But the social web is about much more. However...
“Find us on Facebook” “Follow us on Twitter” This is where the social web begins — an invitation from the real world to join others online. But the social web is about much more. However...
Engagement & interaction This is where the social web begins — an invitation from the real world to join others online. But the social web is about much more. However...
Consuming Participating Source: groundswell.forrester.com ...current trends indicate a 1-10-90 (the math doesn’t add up, no) split on creators, commentors, and consumers. our challenge is to flip that trend [CLICK] — to help people feel more comfortable sharing online.
Participating Consuming Source: groundswell.forrester.com ...current trends indicate a 1-10-90 (the math doesn’t add up, no) split on creators, commentors, and consumers. our challenge is to flip that trend [CLICK] — to help people feel more comfortable sharing online.
Google has developed OpenSocial and Friend Connect with that challenge in mind... and has found some positive successes. But we’re not done yet. In fact, I’d argue that we’re just getting started.
• There are 40 or more active OpenSocial containers • ...representing 820 million users worldwide (June 2009) • 15,000 OpenSocial applications running on these social networks • 315M+ app installs across these social networks Google has developed OpenSocial and Friend Connect with that challenge in mind... and has found some positive successes. But we’re not done yet. In fact, I’d argue that we’re just getting started.
• There are 40 or more active • Tens of thousands of sites and OpenSocial containers millions of blogs are using Friend Connect, and these numbers • ...representing 820 million users continue to grow. worldwide (June 2009) • 9 million 30-day-active friend • 15,000 OpenSocial applications connected sites (December running on these social networks 2009) • 315M+ app installs across these • 160,000 joins/day (which is social networks >1/second) (December 2009) Google has developed OpenSocial and Friend Connect with that challenge in mind... and has found some positive successes. But we’re not done yet. In fact, I’d argue that we’re just getting started.
OpenSocial, Friend Connect, and the middle Site Complexity Long tail The way I see it, Google has already invested a considerable amount of resources working with partners to develop technology for the head of the tail — the OpenSocial “containers”. Google has also worked hard on Google Friend Connect. It’s the middle here that we’re looking at working on now — whose needs will be covered by a series of emerging, open building blocks that we call the “social stack”.
OpenSocial, Friend Connect, and the middle Site Complexity Long tail The way I see it, Google has already invested a considerable amount of resources working with partners to develop technology for the head of the tail — the OpenSocial “containers”. Google has also worked hard on Google Friend Connect. It’s the middle here that we’re looking at working on now — whose needs will be covered by a series of emerging, open building blocks that we call the “social stack”.
OpenSocial, Friend Connect, and the middle Site Complexity Long tail The way I see it, Google has already invested a considerable amount of resources working with partners to develop technology for the head of the tail — the OpenSocial “containers”. Google has also worked hard on Google Friend Connect. It’s the middle here that we’re looking at working on now — whose needs will be covered by a series of emerging, open building blocks that we call the “social stack”.
OpenSocial, Friend Connect, and the middle Social Stack Site Complexity Long tail The way I see it, Google has already invested a considerable amount of resources working with partners to develop technology for the head of the tail — the OpenSocial “containers”. Google has also worked hard on Google Friend Connect. It’s the middle here that we’re looking at working on now — whose needs will be covered by a series of emerging, open building blocks that we call the “social stack”.
OpenSocial, Friend Connect, and the middle Social Stack Site Complexity Long tail The way I see it, Google has already invested a considerable amount of resources working with partners to develop technology for the head of the tail — the OpenSocial “containers”. Google has also worked hard on Google Friend Connect. It’s the middle here that we’re looking at working on now — whose needs will be covered by a series of emerging, open building blocks that we call the “social stack”.
Social Building Blocks Here’s how.
Social Building Blocks • Identity & Profile Here’s how.
Social Building Blocks • Identity & Profile • Friends & Contacts Here’s how.
Social Building Blocks • Identity & Profile • Friends & Contacts • Activities Here’s how.
Social Building Blocks • Identity & Profile • Friends & Contacts • Activities • Connect Here’s how.
Social Building Blocks • Identity & Profile • Friends & Contacts • Activities • Connect The Glue Here’s how.
Social Building Blocks • Identity & Profile • Friends & Contacts • Activities • Connect The Glue • Email-style Identifiers (WebFinger) Here’s how.
Social Building Blocks • Identity & Profile • Friends & Contacts • Activities • Connect The Glue • Email-style Identifiers (WebFinger) • Service Discovery (LRDD) Here’s how.
Social Building Blocks • Identity & Profile • Friends & Contacts • Activities • Connect The Glue • Email-style Identifiers (WebFinger) • Service Discovery (LRDD) • Service Authorization (OAuth) Here’s how.
Social Building Blocks • Identity & Profile • Friends & Contacts • Activities • Connect The Glue • Email-style Identifiers (WebFinger) • Service Discovery (LRDD) • Service Authorization (OAuth) • Distributed Conversations (Salmon) Here’s how.
Social Building Blocks • Identity & Profile • Friends & Contacts • Activities • Connect The Glue • Email-style Identifiers (WebFinger) • Service Discovery (LRDD) • Service Authorization (OAuth) • Distributed Conversations (Salmon) • Real-time Publishing (PubSubHubbub) Here’s how.
Social Building Blocks
Identity & Profile OpenID
Photo by Teresa Stanton OpenID is like a personal skeleton key for all your web accounts. By using an account that you already have to sign up for another website, not only is it more convenient, but you are able to start developing your own universal web identity — that, if you CHOOSE TO, you can own.
Why is OpenID important? * People use different identities for different purposes * Ultimately choice and competition is a good thing to foster in this early landscape. * With greater diversity of providers, publishers may see the potential for wider distribution of shareable content. * Digital identity is in its infancy now; the final chapter has not yet been written.
Why is OpenID important? • People use different identities for different purposes * People use different identities for different purposes * Ultimately choice and competition is a good thing to foster in this early landscape. * With greater diversity of providers, publishers may see the potential for wider distribution of shareable content. * Digital identity is in its infancy now; the final chapter has not yet been written.
Why is OpenID important? • People use different identities for different purposes • Ultimately choice and competition is a good thing to foster in this early landscape. * People use different identities for different purposes * Ultimately choice and competition is a good thing to foster in this early landscape. * With greater diversity of providers, publishers may see the potential for wider distribution of shareable content. * Digital identity is in its infancy now; the final chapter has not yet been written.
Why is OpenID important? • People use different identities for different purposes • Ultimately choice and competition is a good thing to foster in this early landscape. • With greater diversity of providers, publishers may see the potential for wider distribution of shareable content. * People use different identities for different purposes * Ultimately choice and competition is a good thing to foster in this early landscape. * With greater diversity of providers, publishers may see the potential for wider distribution of shareable content. * Digital identity is in its infancy now; the final chapter has not yet been written.
Why is OpenID important? • People use different identities for different purposes • Ultimately choice and competition is a good thing to foster in this early landscape. • With greater diversity of providers, publishers may see the potential for wider distribution of shareable content. • Digital identity is in its infancy now; the final chapter has not yet been written. * People use different identities for different purposes * Ultimately choice and competition is a good thing to foster in this early landscape. * With greater diversity of providers, publishers may see the potential for wider distribution of shareable content. * Digital identity is in its infancy now; the final chapter has not yet been written.
Now, unfortunately this is what OpenID often looks like today.
when people really just want this. their goal is to get access to their account To be fair, this is merely an uncomfortable transitional step along a much longer path towards open identity on the web. it is a means to an end, but not the end that we seek.
when people really just want this. their goal is to get access to their account To be fair, this is merely an uncomfortable transitional step along a much longer path towards open identity on the web. it is a means to an end, but not the end that we seek.
so this interface — with all these buttons, is what we call the “NASCAR”, which is named after the cars in the popular american racing sport.
Photo by Timothy Vogel the result is what we call the “OpenID NASCAR” where everyone wants their brand shown on login forms.... But it’s this way for an important reason. People want — and exercise — choice when logging in.
Contextual identity And as more relying parties come online, it’s increasing important that there is choice in identity providers. For example, the OpenID that you might want to use to sign in to Basecamp may be different from the one that you want to use to sign in to Lady Gaga’s website. And that idea proves out in case after case.
Unique OpenID Relying Parties As of July 1, 2009 Data from Janrain So as we’ve seen an explosion in the number of OpenID relying parties in the last five years — users are carefully considering which account they want to use to sign in.
Unique OpenID Relying Parties As of July 1, 2009 50,000 40,000 30,000 20,000 10,000 0 5 06 06 06 6 07 07 07 7 08 08 08 8 09 09 /0 /0 /0 /0 1/ 4/ 7/ 1/ 4/ 7/ 1/ 4/ 7/ 1/ 7/ 10 10 10 Data from Janrain 10 So as we’ve seen an explosion in the number of OpenID relying parties in the last five years — users are carefully considering which account they want to use to sign in.
Unique OpenID Relying Parties As of July 1, 2009 50,000 40,000 30,000 20,000 10,000 0 5 06 06 06 6 07 07 07 7 08 08 08 8 09 09 /0 /0 /0 /0 1/ 4/ 7/ 1/ 4/ 7/ 1/ 4/ 7/ 1/ 7/ 10 10 10 Data from Janrain 10 So as we’ve seen an explosion in the number of OpenID relying parties in the last five years — users are carefully considering which account they want to use to sign in.
Companies that have adopted OpenID So who’s actually adopted OpenID? Well, as that chart suggests, there’s a lot of folks out there. And there are more coming online everyday.
Companies that have adopted OpenID So who’s actually adopted OpenID? Well, as that chart suggests, there’s a lot of folks out there. And there are more coming online everyday.
OpenID Usage Trends This is some data from a company called Janrain that makes a product called RPX which makes it easy to integrate third-party authentication services.
OpenID usage trends UserVoice Providers 13% 19% 9% 4% 2% 1% 1% 1% 52% Google Facebook Yahoo! MyOpenID Other AOL VeriSign PIP Blogger ClaimID Chart from Janrain, January 2009 I want you to look at these graphs very carefully. Each color represents a different identity provider.
OpenID usage trends Interscope Records Providers 43% 19% 12% 1% 2% 0% 24% Google Facebook Yahoo! MyOpenID Other AOL MySpace Chart from Janrain, January 2009 ...and on each site, people use different identity providers depending on the context. INTERSCOPE — Facebook, MySpace, Yahoo, Google
OpenID usage trends sulit.com.ph Providers 24% 10% 1% 1% 0% 64% Yahoo! Google Facebook MySpace AOL Other Chart from Janrain, January 2009 Especially when you’re thinking about an international audience, everything changes. Yahoo, Google, Facebook
OpenID usage trends Sign in preferences across all Janrain properties 11.4% 6.3% 18.3% Google Facebook 26.6% Yahoo! Twitter Other (MySpace, Windows Live, AOL, etc) 37.4% Chart from Janrain, April 2009 Especially when you’re thinking about an international audience, everything changes.
Making OpenID easier one of the challenges of OpenID has been figuring out how to make OpenID easier. One of the biggest challenges is helping people to know what their OpenID is and to remember it.
people can remember their address, their phone number, AOL screenname, email, MySpace... Twitter... Facebook? Gmail...? OpenID?
• What’s your address? people can remember their address, their phone number, AOL screenname, email, MySpace... Twitter... Facebook? Gmail...? OpenID?