Aftersocialnetworking 110120193103 Phpapp01

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By Google - what next?

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  • Historically, all digital, already on the web; but there is a huge amount of information not currently on the web in books\n\nSo, 2004 Google started to index this content through the launch of Google Book Search\n
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  • I’m looking for a Citigroup quote here to use, if possible…\n
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  • Aftersocialnetworking 110120193103 Phpapp01

    1. 1. What Comes After Social Networking?Communities, publics and ties 1
    2. 2. @adewalebuzz.google.com/adewale @ade_oshineyetwitter.com/ade_oshineye
    3. 3. The plug
    4. 4. 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
    5. 5. “Buzz is like Reader fed through the Cluetrain Manifesto” 5Peter da Silva: http://www.google.com/buzz/adewale/gMLtv6oju15/http-www-google-com-intl-en-press-google-directory#1294269686135000
    6. 6. The other plug “Buzz is like Reader fed through the Cluetrain Manifesto” 5Peter da Silva: http://www.google.com/buzz/adewale/gMLtv6oju15/http-www-google-com-intl-en-press-google-directory#1294269686135000
    7. 7. What is social networking? 6
    8. 8. Sign of the times 7http://www.dilbert.com/fast/2011-01-17/
    9. 9. Strong tieshttp://www.flickr.com/photos/thecaucas/2232897539/in/set-72157603486274453/ 8
    10. 10. The “wedding from hell” effecthttp://www.flickr.com/photos/9953977@N08/4109883577/ 9
    11. 11. Consolidation of identities and publics 10
    12. 12. Private versus public 11
    13. 13. Many overlapping publics 12
    14. 14. Community discovery 13
    15. 15. Who else shares my interests? 14
    16. 16. How do I discover these communities? 15
    17. 17. Digital Surrey in 2010 16
    18. 18. Social objects triggerconversations that create communities 17
    19. 19. Some social objectshttp://www.flickr.com/photos/adewale_oshineye/5312837422/in/set-72157625595774861/ 18
    20. 20. Viral marketing can create socialobjects that affect the real world 19
    21. 21. 241543903? 20
    22. 22. 241543903 21
    23. 23. Topic-based communities 22
    24. 24. Quora 23
    25. 25. Twitter Asymmetric followInterest graph not social graph Re-tweets Hashtags create ties 24
    26. 26. Influence and the science of hashtagshttp://www.flickr.com/photos/motsy27jonas/3393196360/in/set-72157621749344121/ 25
    27. 27. Influence and the science of hashtags“getting a great hashtag in front of the rightaudience is more important than getting it in front of a big audience.”http://media.twitter.com/1058/science-hashtag#more-1058 26
    28. 28. 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
    29. 29. Social objects can outlast theinitial transaction and become effective topic-based communities 28
    30. 30. Grobanites for charity 29
    31. 31. Why do companies exist?http://nobelprize.org/nobel_prizes/economics/laureates/1991/coase.html 30
    32. 32. 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
    33. 33. 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
    34. 34. Too hard to organize, have to pay for it CompaniesNot enough value, can’t pay people to do it 33
    35. 35. “Group action just got easier” 34
    36. 36. Everything is cheaper, thecommunity is bigger than you think and new things are possible 35
    37. 37. Machine translationhttp://www.flickr.com/photos/adewale_oshineye/5225020502/
    38. 38. Crowd-sourced funding
    39. 39. Crowd-sourced funding
    40. 40. Crowd-sourced funding
    41. 41. 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
    42. 42. What’s Google’s angle?“In an open system, a competitive advantage doesnt 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
    43. 43. Do you recognize this?http://www.flickr.com/photos/adewale_oshineye/5223934033/in/set-72157625508506848/ 42
    44. 44. We can discover strangersonline who share our interestsand together we can do more than just network. We can build. 43
    45. 45. Questions? 44
    46. 46. 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

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