Social Social NetworksNetworksAllen Allen HurffHurff Senior Vice President of Engineering, MySpace

Jim Jim ScheinmanScheinman Managing Director, Maven Ventures

Brian SugarBrian Sugar CEO & Publisher, Sugar Inc.

Moderator: Pierre Joubert, Consultant

June 14, 2008

2

Social NetworksSocial Networks

Really is…Really is…

3

a Conversation…a Conversation…

4

That is powered by…That is powered by…

5

…many Platforms…many Platforms

6

It is a It is a conversation conversation between…between…

7

Customers…Customers…

8

Employees…Employees…

9

Investors…Investors…

10

…People!…People!

11

And guess what?And guess what?

12

The Social Network The Social Network conversation is…conversation is…

13

Not Organized…Not Organized…

14

Not Controlled…Not Controlled…

15

And not a Message…And not a Message…

16

The Conversation is…The Conversation is…

17

VibrantVibrant

18

EmergentEmergent

19

Fun!Fun!

20

It may beIt may bemessy!messy!

21

It is It is compellingcompelling

22

And full of insight…And full of insight…

23

If WeIf We ChooseChooseto Join…to Join…

24

A Social Network isA Social Network is……..A web-based services that allow individuals to:

1. Construct a public or semi-public profile within a bounded system,

2. Articulate a list of other users with whom they share a connection,

3. View and traverse their list of connections and those made by others within the system.

25

Components of Social NetworksComponents of Social NetworksProfile

Relationships

Activities

Business model

Universal identity

A single social graph

Social context for activities

Social influence defines marketing value

26

My Facebook Social Graph

MISSING

ColleaguesParents

Extended familySchool parents

NeighborsBabysitter

Walking group

27

My Real Social Graph

COMPLEX

Multi DimensionalMulti PersonalitiesAcross Boundaries

28

Social Network HistorySocial Network HistoryWhere did online communities come from?

Shift from information gathering to relationship building online.

Steps taken (the well, message boards, list servers, AOL).

Built on foundations of social interaction.Participation in a group.

Membership in a community with common interests/goals/etc.

Trust.

29

1998 1999 20001997

Social Networking TimelineSocial Networking Timeline

2001

Source: http://www.prworks.ca/wp-content/socialmedia.ppt

2002 2003 2004 2005 2006 2007 2008

Six Deg

rees.c

omLive

Journ

alMiG

ente

Cyworld

BlackP

lanet

Friendste

rMyS

pace

Hi5 Flickr,

Piczo,

YouTube, Xan

ga

Faceb

ook (Harv

ard on

ly)

Bebo, F

aceb

ook (High

Sch

ool)

BlackP

lanet

(relau

nch)

AsianAve

nueSix

Degree

s close

s

LinkedIn

Yahoo! 3

60

Cyworld

ChinaNingTwitte

rFac

ebook (

every

one)

30

The Social Network Platform War!The Social Network Platform War!

31

Social Social NetworksNetworksAllen Allen HurffHurff Senior Vice President of Engineering, MySpace

32

Social Social NetworksNetworksJim Jim ScheinmanScheinman Managing Director, Maven Ventures

33

Social Social NetworksNetworksBrian SugarBrian Sugar CEO & Publisher, Sugar Inc.

34

Social Social NetworksNetworks

Questions Questions and and

AnswersAnswers

35

Social Social NetworksNetworks

THANK YOU!THANK YOU!