Social networking past present future
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Social Networking Past, Present, Future. Mark Suster Caltech MIT Enterprise Forum October 9, 2010 @ msuster www.BothSidesofTheTable.com. Where Did Social Networking Start?. In our debates we tend to focus too much on technology.

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Social networking past present future

Social NetworkingPast, Present, Future

Mark Suster

Caltech MIT Enterprise Forum

October 9, 2010

@msuster

www.BothSidesofTheTable.com


Where did social networking start

Where Did Social Networking Start?


In our debates we tend to focus too much on technology

In our debates we tend to focus too much on technology


It s about shared experiences we ve replicated this online

It’s about shared experiences & we’ve replicated this online


It s about meeting people communicated with those we know

It’s about meeting people & communicated with those we know


Online social networks mirror offline lives

Online social networks mirror offline lives


It s about the 6 c s

It’s about the 6 C’s

  • Communications

  • Connectedness

  • Common Experience

  • Content

  • Commerce

  • Cool Experiences (ok, entertainment ;-)


It s why

It’s why

Becomes


It s why1

It’s why

Becomes


Pre internet had social networks

Pre Internet had social networks


Pre internet had social networks1

Pre Internet had social networks


Anyone around then will know what one of these was

Anyone around then will know what one of these was


Aol bridges gap between pre internet internet

AOL bridges gap between pre-Internet & Internet


People advertised aol keywords not websites

People advertised “AOL Keywords” not websites

AOL Keyword: Swordfish


Web 1 0 made it easier to have personal pages on the web e g not aol

Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL)


And groups have been around for ages

And “groups” have been around for ages

  • Mothers’ clubs

  • Church groups

  • Education


Social networks have been around for a long time

Social networks have been around for a long time.

  • Usability is better.

  • 3rd-party platforms.

  • More people are connected.

But same old shit.


And then spam based social networks began

And then spam-based social networks began


Mostly for professional use older demo

Mostly for professional use / older demo


And it was really about extending your network

And it was really about extending your network


Web 2 0 was born and we evolved online social expression

Web 2.0 was born and we evolved online social expression


Web 2 0 was born social contribution

Web 2.0 was born - social contribution

Blogging

Photos

Video


Web 2 0 went social skewed back to youth

Web 2.0 went social - skewed back to youth


Facebook launched was exclusive

Facebook launched. Was exclusive

  • Teenage

  • Middle America

  • Scantily Dressed

  • Design chaos

  • Ads galore

  • Not verified

  • Up market

  • University

  • Exclusive

  • Urban elite

  • Clean

  • Ad free

  • Verified


It started as edu

It started as .edu


And they captured the tech elite

And they captured the tech elite


They each captured 100m users who increasingly wanted to share photos video

They each captured 100m users, who increasingly wanted to share photos / video


Myspace bought photobucket google bought youtube

MySpace Bought PhotoBucket & Google Bought YouTube

And MySpace declared war on developers


And this guy 22

And this guy (22)

Schooled this guy (75)


He understood software business was different than media business

He understood software business was different than media business


Within a single year the game was over

Within a SINGLE YEAR the game was over


And facebook went mainstream

And Facebook went mainstream


And then some

And then some !!!


And we re back to advertising non web pages

And we’re back to advertising non-web pages

Brands are spending big & abandoning web pages


Social networking then went open

Social networking then went “open”

  • Asymmetric

  • Public


Twitter really is a totally new concept

Twitter really is a totally new concept

  • Marketing channel

  • RSS reader

  • Instant messaging

  • Chat Room

  • Data mine

  • Customer service Dept


And perhaps open went a bit too far

And perhaps “open” went a bit too far

Social Spending


I think we all know that social is going mobile

I think we all know that social is going mobile


And people are building platforms to enable this

And people are building platforms to enable this

Business Logic

Mapping Layer

Points of Interest


Ok ok but where are things headed next

OK, OKBut Where are Things Headed Next?


1 social graph becomes portable

1. Social Graph Becomes Portable


2 we form around true networks

2. We Form Around True Networks

Family

Friends

Areas of Interest

Business Associates

Dating

Networking


2 we form around true networks1

2. We Form Around True Networks

Family

“ I’m coming home for Thanksgiving”

Friends

“ Check out how wasted we were ;-)”

Areas of Interest

“ Why did you choose MongoDB?”

Business Associates

“ I can’t believe we’re working again this weekend ”

Dating

“ I love The Decemberists, too!”

Networking

“I’m looking for a role as a Director”


It s ridiculous that these are all combined today

It’s ridiculous that these are all combined today


Example quora

Example: Quora


Example hackernews

Example: HackerNews


3 privacy becomes a bigger concern

3. Privacy becomes a bigger concern

Your Friend

Pictures of your Kids

3rd Party App

Personal Info

You

Date of Birth


3 privacy becomes a bigger concern1

3. Privacy becomes a bigger concern

Tweets

@ messages

DMs

(private)

3rd Party Apps Can Access


4 social networking becoming pervasive

4. Social Networking Becoming Pervasive


So advertising content curation are instantly more targetable

So advertising & content curation are instantly more targetable

But most websites don’t know what to do beyond this


5 third party tools e g meebo toolbar will bring social networks to websites

5. Third Party Tools (e.g. Meebo Toolbar) Will Bring Social Networks to Websites

Chat

Twitter /

Facebook


5 but also bring social features like sharing

5. But Also Bring Social “Features” like sharing


6 social networking will split into layers

6. Social Networking Will Split into Layers

Business Logic

Mapping Layers

Totally New Opportunities

Network Layers

Social Graph / Features

Open Source Data

Mgmt Tools

EC2

S3


7 social chaos creates new markets

7. Social chaos creates new markets

Social Support

Social SFA

Social Marketing

Personal Relationship Mgmt

Reputation Mgmt / Authority

Social Analytics


Fuck check ins badges skate where the puck is going

Fuck “Check Ins & Badges” Skate Where the Puck is Going


Social networking past present future

The definition of social networking will cease to exist in the way that we seldom think about Internet companies


And for those who wonder if facebook now is the internet remember

And for those who wonder if Facebook now IS the Internet, remember ….


Plus a change

Plus ça change

April 2000

Jan 1998

May 2007


It s why zuckerberg remains paranoid

It’s why Zuckerberg remains paranoid

And why there’s still a dream for those of you who work hard & innovate


Social networking past present future1

Social NetworkingPast, Present, Future

Thank you


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