They are online with their social networks
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They are online with their social networks PowerPoint PPT Presentation

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They are online with their social networks. Theme. Social networks will be like air. Components of social networks. Profile Relationships Activities Business model. Universal identity A single social graph Social context for activities Social influence defines marketing value.

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They are online with their social networks

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They are online with their social networks


Social networks will be like air.

Components of social networks




Business model

Universal identity

A single social graph

Social context for activities

Social influence defines marketing value

My multiple identities

Universal identity

[email protected]

[email protected]

Mobile number

Universal identity foundations

  • Federation (OpenID approach)

  • A few major players will serve as major federation focal points

    • Yahoo!, Microsoft, Google, Plaxo, etc.

  • All players must realize that they can grow the market faster/better by working together

    • Data Portability Group is the beginning

Bill of Rights for Users of the Social Web

“We publicly assert that all users of the social web are entitled to certain fundamental rights, specifically:

  • Ownership of their own personal information, including:

    • their own profile data

    • the list of people they are connected to

    • the activity stream of content they create;

  • Control of whether and how such personal information is shared with others; and

  • Freedom to grant persistent access to their personal information to trusted external sites.”

    - Authored by Joseph Smarr, Marc Canter, Robert Scoble, and Michael Arrington

My Facebook social graph




Extended family

School parents



Walking group

My real social graph is much more complex

Let’s end the insanity

Relationships today are explicit – and a pain





New “entrants” will challenge the incumbents

Millions of regular users

Search & deep content

Ad and content networks

Relationship maps

Relationship mapping will be automatic and permission-based

What people do today on social networks

Dave has a nice book review on Facebook

But it would be more helpful on Amazon

“See friends’ reviews”

How Yahoo! could incorporate social networks

Search based on what my friends finds relevant

Elevate stories tagged by friends – anywhere

See which of my friends owns a Focus – and what they think of it

Compare daily portfolio performance to friends’

The under-rated value of networks

Endorsement value depends on your network

  • Your authority on the specific topic

  • Your network’s interest and authority on the topic

  • The trust level among your network on the topic

The future business model for social networks

  • Marketers will pay to reach and influence valuable

  • Each person will have their own “personal CPM”*

  • Social networks will compete to have the best experience for high-influence individuals

* From Marian Salzman, JWT

Evolution of open platforms

Ubiquitous social networks

Walled garden services

Search freedom






Data portability

Portal aggregators


  • Create linkages between services based on individually-controlled identity federation

  • Compete on creating the most compelling social experience, not social graph lock-in

  • Develop social applications that have meaning

  • Integrate social networks into existing activities

  • Design business models that reflect the value created by people’s social networks

Thank you

Charlene Li

+1 650.581.3833

[email protected]

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