The document discusses the evolution and implications of social networking, emphasizing the transition from social connections to the formation of communities around shared interests. It highlights the significance of 'social objects' in fostering conversations and creating lasting ties, while also addressing challenges and opportunities in the digital landscape. Additionally, it touches on the role of companies in this ecosystem and the importance of innovation and understanding user needs in an open system.

1. What Comes After Social Networking?
Communities, publics and ties
1

2. @adewale
buzz.google.com/adewale
@ade_oshineye
twitter.com/ade_oshineye

4. The plug

5. Google’s mission
To organize the world’s information and make
it universally accessible and useful.
Online content Offline content
Billions of web pages Billions of items
becoming indexed
4

6. “Buzz is like Reader fed through
the Cluetrain Manifesto”
5
Peter da Silva: http://www.google.com/buzz/adewale/gMLtv6oju15/http-www-google-com-intl-en-press-google-directory#1294269686135000

7. The other plug
“Buzz is like Reader fed through
the Cluetrain Manifesto”
5
Peter da Silva: http://www.google.com/buzz/adewale/gMLtv6oju15/http-www-google-com-intl-en-press-google-directory#1294269686135000

8. What is social networking?
6

9. Sign of the times
7
http://www.dilbert.com/fast/2011-01-17/

10. Strong ties
http://www.flickr.com/photos/thecaucas/2232897539/in/set-72157603486274453/ 8

11. The “wedding from hell” effect
http://www.flickr.com/photos/9953977@N08/4109883577/ 9

12. Consolidation of identities and publics
10

13. Private versus public
11

14. Many overlapping publics
12

15. Community discovery
13

16. Who else shares my interests?
14

17. How do I discover these
communities?
15

18. Digital Surrey in 2010
16

19. Social objects trigger
conversations that create
communities
17

20. Some social objects
http://www.flickr.com/photos/adewale_oshineye/5312837422/in/set-72157625595774861/ 18

21. Viral marketing can create social
objects that affect the real world
19

22. 241543903?
20

23. 241543903
21

24. Topic-based communities
22

25. Quora
23

26. Twitter
Asymmetric follow
Interest graph not social graph
Re-tweets
Hashtags create ties
24

27. Influence and the science of hashtags
http://www.flickr.com/photos/motsy27jonas/3393196360/in/set-72157621749344121/ 25

28. Influence and the science of hashtags
“getting a great hashtag in front of the right
audience is more important than getting it in
front of a big audience.”
http://media.twitter.com/1058/science-hashtag#more-1058 26

29. Influence and the science of hashtags
“Katy Perry’s 5.2 million followers saw
#LessAmbitiousMovies, laughed, and
moved on. Lizz Winstead and Barracks
O’Bama’s crew of 35,000 saw it—and they
made it their own.”
http://media.twitter.com/1058/science-hashtag#more-1058 27

30. Social objects can outlast the
initial transaction and become
effective topic-based
communities
28

31. Grobanites for charity
29

32. Why do companies exist?
http://nobelprize.org/nobel_prizes/economics/laureates/1991/coase.html 30

33. Coasean Ceiling: markets
“The point above which the
transaction costs of managing a
standard institutional form
prevent it from working well.”
http://en.wikipedia.org/wiki/Here_Comes_Everybody 31

34. Coasean Floor: communities
“The point below which the
transaction costs of a particular
type of activity, no matter how
valuable to someone, are too
high for a standard institutional
form to pursue.”
http://en.wikipedia.org/wiki/Here_Comes_Everybody 32

35. Too hard to organize, have to
pay for it
Companies
Not enough value, can’t pay
people to do it
33

36. “Group action just got easier”
34

37. Everything is cheaper, the
community is bigger than you
think and new things are
possible
35

38. Machine translation
http://www.flickr.com/photos/adewale_oshineye/5225020502/

39. Crowd-sourced funding

40. Crowd-sourced funding

41. Crowd-sourced funding

42. Making it work: promise, tool and bargain
“a plausible promise, an effective
tool, and an acceptable bargain
with the users”
Clay Shirky, Here Comes Everybody 40

43. What’s Google’s angle?
“In an open system, a competitive advantage doesn't
derive from locking in customers, but rather from
understanding the fast-moving system better than
anyone else and using that knowledge to generate
better, more innovative products. The successful
company in an open system is both a fast innovator and
a thought leader; the brand value of thought leadership
attracts customers and then fast innovation keeps
them.”
Jonathan Rosenberg,
Senior Vice President, Product Management, Google
41

44. Do you recognize this?
http://www.flickr.com/photos/adewale_oshineye/5223934033/in/set-72157625508506848/ 42

45. We can discover strangers
online who share our interests
and together we can do more
than just network.
We can build.
43

46. Questions?
44

47. Further reading
• Kevin Marks, http://epeus.blogspot.com/
• Paul Adams, http://www.thinkoutsidein.com/blog/
• danah boyd, http://www.danah.org/
• Clay Shirky, http://www.shirky.com/
•Jyri Engestrom, http://www.zengestrom.com/
45