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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







It s about the 6 c s
It’s about the 6 C’s know

  • Communications

  • Connectedness

  • Common Experience

  • Content

  • Commerce

  • Cool Experiences (ok, entertainment ;-)


It s why
It’s why know

Becomes


It s why1
It’s why know

Becomes








And groups have been around for ages
And “groups” have been around for ages web” (e.g. not AOL)

  • Mothers’ clubs

  • Church groups

  • Education


Social networks have been around for a long time
Social networks have been around for a long time. web” (e.g. not AOL)

  • Usability is better.

  • 3rd-party platforms.

  • More people are connected.

But same old shit.






Web 2 0 was born social contribution
Web 2.0 was born - social contribution web” (e.g. not AOL)

Blogging

Photos

Video



Facebook launched was exclusive
Facebook launched. Was exclusive web” (e.g. not AOL)

  • 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 web” (e.g. not AOL)


And they captured the tech elite
And they captured the tech elite web” (e.g. not AOL)



Myspace bought photobucket google bought youtube
MySpace Bought share photos / videoPhotoBucket & Google Bought YouTube

And MySpace declared war on developers


And this guy 22
And this guy (22) share photos / video

Schooled this guy (75)






And we re back to advertising non web pages
And we’re back to advertising non-web pages business

Brands are spending big & abandoning web pages


Social networking then went open
Social networking then went “open” business

  • Asymmetric

  • Public


Twitter really is a totally new concept
Twitter really is a totally new concept business

  • Marketing channel

  • RSS reader

  • Instant messaging

  • Chat Room

  • Data mine

  • Customer service Dept




And people are building platforms to enable this
And people are building platforms to enable this business

Business Logic

Mapping Layer

Points of Interest


Ok ok but where are things headed next
OK, OK businessBut Where are Things Headed Next?



2 we form around true networks
2. We Form Around True Networks business

Family

Friends

Areas of Interest

Business Associates

Dating

Networking


2 we form around true networks1
2. We Form Around True Networks business

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”



Example quora
Example: Quora business



3 privacy becomes a bigger concern
3. Privacy becomes a bigger concern business

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 business

Tweets

@ messages

DMs

(private)

3rd Party Apps Can Access



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. targetableMeebo Toolbar) Will Bring Social Networks to Websites

Chat

Twitter /

Facebook



6 social networking will split into layers
6. Social Networking Will Split into Layers targetable

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 targetable

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” targetableSkate 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 the way that we seldom think about Internet companiesFacebook now IS the Internet, remember ….


Plus a change
Plus ça change the way that we seldom think about Internet companies

April 2000

Jan 1998

May 2007


It s why zuckerberg remains paranoid
It’s why Zuckerberg remains paranoid the way that we seldom think about Internet companies

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


Social networking past present future1

Social Networking the way that we seldom think about Internet companiesPast, Present, Future

Thank you