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Social Networking
Past, Present, Future
Mark SusterCaltech MIT Enterprise ForumOctober 9, 2010
@msuster
www.BothSidesofTheTable.com
Where Did Social Networking Start?
In our debates we tend to focus too much on technology
It’s about shared experiences & we’ve replicated this online
It’s about meeting people & communicated with those we
know
Online social networks mirror offline lives
It’s about the 6 C’s
Communications
Connectedness
Common Experience
Content
Commerce
Cool Experiences (ok, entertainment ;-)
It’s why
Becomes
It’s why
Becomes
Pre Internet had social networks
Pre Internet had social networks
Anyone around then will know what one of these was
AOL bridges gap between pre-Internet & Internet
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)
And “groups” have been around for ages
Mothers’ clubs
Church groups
Education
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
Mostly for professional use / older demo
And it was really about extending your network
Web 2.0 was born and we evolved online social expression
Web 2.0 was born - social contribution
Blogging Photos Video
Web 2.0 went social - skewed back to youth
Teenage Middle America Scantily
Dressed Design chaos Ads galore Not verified
Teenage Middle America Scantily
Dressed Design chaos Ads galore Not verified
Up market University Exclusive Urban elite Clean Ad free Verified
Up market University Exclusive Urban elite Clean Ad free Verified
Facebook launched. Was exclusive
It started as .edu
And they captured the tech elite
They each captured 100m users, who increasingly wanted to share photos /
video
MySpace Bought PhotoBucket & Google Bought YouTube
And MySpace declared war on developers
And this guy (22)
Schooled this guy (75)
He understood software business was different than media business
Within a SINGLE YEAR the game was over
And Facebook went mainstream
And then some !!!
And we’re back to advertising non-web pages
Brands are spending big & abandoning web pages
Social networking then went “open”
Asymmetric
Public
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
Social Spending
I think we all know that social is going mobile
And people are building platforms to enable this
Business Logic
Mapping Layer
Points of Interest
OK, OK
But Where are Things Headed Next?
1. Social Graph Becomes Portable
2. We Form Around True Networks
FriendsFriends FamilyFamily
Business AssociatesBusiness
Associates
Areas of InterestAreas of Interest
NetworkingNetworkingDatingDating
2. We Form Around True Networks
FriendsFriends
FamilyFamily
Business AssociatesBusiness
Associates
Areas of InterestAreas of Interest
NetworkingNetworking
DatingDating
“ I’m coming home for Thanksgiving”
“ Check out how wasted we were ;-)”
“ Why did you choose MongoDB?”
“ I can’t believe we’re working again this weekend ”
“ I love The Decemberists, too!”
“I’m looking for a role as a Director”
It’s ridiculous that these are all combined today
Example: Quora
Example: HackerNews
3. Privacy becomes a bigger concern
3rd Party App
You
Your Friend
Pictures of your Kids
Personal Info
Date of Birth
3. Privacy becomes a bigger concern
3rd Party Apps Can Access
@ messages
DMs (private)
Tweets
4. Social Networking Becoming Pervasive
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
Twitter /
Chat
5. But Also Bring Social “Features” like sharing
6. Social Networking Will Split into Layers
Business Logic
EC2
S3
Mgmt Tools
Mapping Layers
Network Layers
Social Graph / Features
Open Source Data
Totally New Opportunitie
s
7. Social chaos creates new markets
Social Support
Social SFA
Social Analytics
Personal Relationshi
p Mgmt
Reputation Mgmt /
Authority
Social Marketin
g
Fuck “Check Ins & Badges” Skate Where the Puck is Going
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 ….
Plus ça change
April 2000
Jan 1998
May 2007
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, Future
Thank you