Razorfish 2014 Tech Summit - Director, Social Technologies at Razorfish Rafi Jacoby
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Building for Social in a Post-API World. The social app as we knew it is dying. Moving forward, it's about data driven experiences in real time with smart publishing, smart content, and rapid responses. We’ll look at the Razorfish #usemeleaveme bikes, as an example of next generation social experiences in the world of the Internet of Things.
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Razorfish 2014 Tech Summit - Director, Social Technologies at Razorfish Rafi Jacoby
- 1. presented by Rafi Jacoby - @rjacoby Technology Director, Social
- 2. Building for Social in a Post-API World
- 3. Agenda • Identity • Changing Landscapes • Facebook’s New Direction • Free Money from Twitter • Identity Revisited • New Approaches: #UseMeLeaveMe • Extra Bonus “Internet of Things” Nerd Content 2
- 4. Identity Who I Am and Who I Am Not 3
- 6. !@rjacoby
- 7. Changing Landscapes The Peril of Digital Prophecy
- 8. Still a Core Focus for Brands 7
- 9. In the Mix 8
- 11. What’s the Biggest Development? 10
- 12. Decline of APIs and the Rise of Mobile
- 13. Facebook’s New Direction Mobile Focus and Major Breaking Changes
- 14. Facebook F8 Announcements • Transitioning to mobile company, aim to be the cross-mobile platform • Stability – APIs versioned with 2yr guarantee on ‘core’ functions • “People first” – re-establish user trust and improve privacy controls • Friends control their own info • Evolving ad products – Engagement Ads – Audience Network
- 15. New Login Options • Anonymous login (in beta) – App gets no identifying info – FB creates a per-app user ID • Full login with creds – Granular cred control
- 16. API 2.0 Overview • Old API is now 1.0, and will be supported until 04.30.2015 – Recommend start audits soon - upgrade or retire integrations – All JavaScript must be updated to new toolkit • New app-scoped user IDs mean you have to call an API to see if your user has connected with multiple apps you own • Apps that ask for more than 'public_profile', 'email', and 'user_friends' will go through a review process with Facebook
- 17. Friends’ Info • List of friends is now an extra permission, have to ask for explicitly • Only returns friends who have also installed this app • Data about the friends is not available • Can not get contents of a custom friend list – only its name • New API for inviting friends, but only available to games on facebook.com • New API for tagging friends – requires FB review 16
- 18. Removed Permissions • create_event • manage_friendlists • read_requests • user_checkins • user_notes • user_online_presence • user_questions • user_subscriptions • xmpp_login • friends_about_me • friends_actions.books • friends_actions.fitness • friends_actions.music • friends_actions.news • friends_actions.video • friends_actions:APP_NAMESPACE • friends_activities • friends_birthday • friends_checkins • friends_education_history 17
- 19. Removed Permissions • friends_events • friends_games_activity • friends_groups • friends_hometown • friends_interests • friends_likes • friends_location • friends_notes • friends_online_presence • friends_photos • friends_questions • friends_relationships • friends_relationship_details • friends_religion_politics • friends_status • friends_subscriptions • friends_videos • friends_website • friends_work_history 18
- 20. Don’t Build on Facebook 19
- 21. So What Did Facebook Add to Platform? • More user-focused login behavior • Easier access to the Parse platform for mobile backend support • App Links – an open standard to simplify cross-app linking on mobile • Native mobile Like button • Native mobile integration with Facebook Messenger
- 22. Enhance Your Mobile Apps With Social
- 23. Free Money from Twitter $$$
- 24. Twitter AnalyticsYou’re Not Using • Add this tag to your pages – <meta name="twitter:site" content="@nytimes”/> • Any tweets from or links to your site will now be associated with your handle’s analytics – http://analytics.twitter.com
- 25. Identity Revisted What’s SSO Important?
- 26. Security Flaws Expose Identity • Heartbleed bug affected ~17% of secure servers • Allowed possible theft of server keys, user session cookies and passwords
- 27. 26
- 28. Single Sign On (SSO) • Expirable, revocable OAuth 2.0 tokens • Provided by all networks (Facebook, Twitter, Google, LinkedIn, etc.) • People use these passwords daily • They will change them if compromised • They are likely already signed in on their mobile/tablet • One less thing to remember, more likely to re-login on next visit • Prepopulate your user record with info 27
- 29. New Approaches Redefining What Works in Social, One Tipsy Bike Ride at a Time
- 30. #UseMeLeaveMe 2013 • Tweeting bikes at SXSWi – Equipped with GPS 2014 Webby Award Winner!!!
- 31. #UseMeLeaveMe 2014 • Return of the famous bikes • Digital campground with networked Airstream trailers • 2014 version got 8.47M social impressions • Trended on Twitter in Austin during SXSWi 30 Winning the Internet!!!
- 33. Extra Bonus “Internet of Things” Nerd Content Why I Keep Fiddling with My Watch
- 34. Pebble Smartwatch • What if I could control my talk thru my watch? • No existing tools for PPT
- 35. Programming the Pebble 34 JavaScript or Native
- 36. Lightweight REST Server • Node.js • Express framework • Katon for running server and port management • SSH tunnel 35
- 37. The Real Magic tell application "Microsoft PowerPoint" go to next slide (slide show view of slide show window 1) end tell 36
- 38. presented by Rafi Jacoby - @rjacoby Technology Director, Social
Editor's Notes
- If you want to tweet anything I’m saying, I’m @rjacoby and the hashtag is #rftech Let’s talk abt identity. When it comes to social, I tend to use Facebook more as my personal identity with friends and family, and Twitter is more outward-facing to the professional world and people I may not really know personally. Things I will talk about today : Social apps and programming APIs and approaches
- On the left is the CIO of Cisco. She is not @rjacoby On the right is the web editor for Self Magazine. Also not me. They are @rjacoby15 and @rjacoby13. Who know there were so many of us? I have been mistaken for both of these people on Twitter, even by their brand’s actual social handles. I’ve gained a small handful of followers from that, they’re gonna be confused if you tweet about nerdy tech and social stuff with my handle. So, things I won’t cover today: Routers and Switches IP Phones Why you can’t get your laptop on the VPN Yoga poses to put you in a good mood Scalp exfoliators Sunglasses that will text you if you lose them (Those are all from her tweet stream)
- Two years ago, I was up here saying that this is what you’re probably focused on. Even with how they’ve changed, these are likely still the cornerstones of your social strategy. After a few strategy and product shifts, Facebook has become much more about ads and reaching its huge audience that way. (We’ll get into Facebook more later). Twitter continued to grow into the high visibility, high interaction platform for brands – and still has a Wild West feel b/c you can’t really control the conversation. Increased network speeds and better devices are driving more and more video consumption. Brands are creating massive amounts of video content for YouTube and the Facebook stream.
- Two years ago these were my “trending” platforms. Now they are solidly in the mix when deciding your marketing strategy. You need to have content on G+, if only for the huge SEO value it adds to searches. Pinterest allows brands to link up with tastemakers and publish shareable content to users with high purchase intent. Instagram has continued fairly independently from core Facebook offerings, and still feels more like Twitter and Vine (and is playing squarely in the same ‘short video’ space as Vine). It’s another place to run the sort of contests you’d run on Twitter.
- I had predicted that a new social network or tool would “come out of nowhere”, and I’m choosing Vine to make me look smart. Vine got acquired early on by Twitter, and really proved out the ‘short video’ space. Brands that get the tone right (which is really hard) are creating fun, engaging stuff on the short video platforms. But what’s really important about Vine and Instagram is that they were “mobile first.” So much so that they didn’t even have desktop-accessible browser versions for quite a while after launch. They were purely mobile content platforms. The web surface came later.
- Ok, so I got a few things right. The growth of some networks, the importance of mobile. However, the biggest development I currently see is the opposite of where I thought it might go.
- One thing I predicted was that G+ and others could expand their APIs to offer rich experiences competitive with those on FB to disaffected users/developers. What’s actually happened is that G+ hasn’t done that, Pinterest released an API but it’s basically for making your .com more pinnable on their site, and Twitter’s offerings are pretty stable. Nothing compares, though, to what Facebook announced at F8 last month.
- (add notes on ad offerings to voice over)
- No more tabs or canvas apps. While these apps had a great run, they’re no longer a very good way to reach your customers. They’re limiting, you have to make a full separate mobile view anyway, the stories they create don’t surface to many users, and as we’ve seen they are losing much of the capabilities that made them so compelling. All those things you used to do are gone: Birthday apps Group entries Easy invites Friends who are similar, like the same stuff Places you went together
- Both Facebook and Twitter are putting a lot of money and focus into becoming integral to your mobile infrastructure, with new product releases and purchasing companies like Parse, MoPub, and Crashlytics. Connect with Facebook and Twitter for: Authentication, Amplification, and Light Personalization This is going to be a tough pill for a lot of us. There’s still a lot we can do on these platforms, but it feels to me like Facebook in particular is focusing more on the developers of native mobile apps – and it can costs hundreds of thousands of dollars to get something decent out there. There are some really good platforms out there to help making mobile builds cheaper and faster, but that’s a whole other talk…
- Speaking of Twitter, here’s something I bet you’re not doing but will give you all sorts of data that’s worth real money to you. I didn’t really need a subtitle for this one, but the theme had it in green and it was just too obvious to throw the dollar signs in.
- Even if you aren’t supporting Twitter Cards fully, this lets you take ownership of your links inside of Twitter. You’ll see much more about clickthrough, retweets without any real effort.
- I talked earlier about my social identity, and we’ve been covering how important mobile has to be to your social and overall marketing strategy.
- Raise your hand if you have gone to every site you have a login/pasword on and updated it. Mine’s not raised either.
- We’ve got all these weird, user-hostile rules for creating “strong” passwords…that they’ll just write down, or re-use on every site. And why does the password have to be less than 16 characters? You haven’t bought any bigger hard disks during the whole 21st century?
- Tokens let access be revoked if the authenticator is attacked. Changing them if compromised addresses the “fat target” issue. Those nasty passwords we came up with in the comic on the previous page? Try typing that into your phone. I have a password manager on my phone, and I still end up copy-pasting them between apps – when I care enough to actually complete the login…
- An example of Brand New Thinking Raised the profile of Razorfish and Adobe at the event, in an innovative fashion with unique execution.
- So this year, we raised the bar. We created a whole ‘digital campground’ as a place to hang out and recharge yourself during the festival. The bikes were even more successful and the numbers were off the charts.
- I have the original model, from when I was a Kickstarter backer. Kinda sad that I scratched it, but the original model doesn’t have that glass that’s made out of Gorillas. Something I hacked together in spare time (about 2 days)