Laurel Papworth

Distributed Marketing and Social Networks

Dine In or Take Out?Updated for Google

OpenSocial

Laurel PapworthSocial Network Strategist

Laurel Papworth

3 features of a social network

Discover and Share (search)Create and Share (content)

Discuss and Share (communicate2)

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Consumer Generated Content

create

share

discovershare

discuss

share

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Menu/Contents• Define pre Web to Web 2.0 and then Web 3.0• Web 1.0 Communities

+ hosted, managed, purpose, subgroupsDINE IN RESTAURANT Networks

• Web 2.0 Communities+ little bits everywhere, RSS, widgets, discoverTAKE OUT or TAKE AWAY MENUs

• Web 3.0+ Hub and spoke, mashup on the fly, vertical silos connected to metabusMIXED MENU – DINE IN and TAKE AWAY

• Last slides: specific to Google OpenSocial

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Suppliers, Resellers, Shops, Business

Pre Web 2.0 to Web 2.0

Professional Content Developers (Advertising, Marketing, PR - agencies, studios)

Mainstream Media (TV, movies, magazines)

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Suppliers, Resellers, Shops, Business

Web 2.0 clarified

C2C communications

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“We are seeing that manifest in Web 2.0 and 3.0 will be a great

extension of that, a true communal medium… the

distinction between professional, semi-professional and consumers

will get blurred, creating a network effect of business and

applications.”

Jerry Yang, Yahoo CEO, Nov 2006

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Web 3.0 mashed

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Dine In - Social Networks

Web 1.0Hosted and managed

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Traditional Online Communities

• Ambience (from look and feel) • Specific Defined Resources • Particular Purpose• Subset of Friends • Clear Roles and Leaders• Modified Behavior• Events & Rituals - Natural & Managed• Self forming subgroups (Gated

Community)

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Analogy: Dining In

• Restaurant ambience• Menu - Italian, Chinese or burgers?• Behavior – Kids allowed?• Purpose – business lunch or picnic?

• Every aspect is defined by either the host, or the members or both.

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MySpace or LinkedIn for dinner?

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Consuming Socially 1.0

• Restaurants define our experience for us- French cuisine with clients @lunch- Hot dogs @ cricket with mates- Pizza with the kids on weekend

• Communities define our experience for us- LinkedIn for clients and boss and jobs- TheFanatics for cricket forums- Club Penguin, NeoPets and MMORPGs

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Which social network for business?

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“We put a lot more thought into our Social Network

choices than we consciously realise”

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Think about Control and Privacy

• Synchronous (real time IM, chat, virtual world) vs asynchronous (blogs, wikis, forums)

• One-to-one (private chat, messaging, email, SMS)

• One-to-many (blog, broadcast, announce)• Many-to-many (forums, virtual worlds)• Few-to-many/few (wiki, facebook, gated)

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Take Out - Social Networks

Web 2.0Aggregated

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Consuming Socially 2.0

• Take out – we define our experienceGrab the food and goWear what we likeGo home, go to friends, go wherever

• Community – defined by MY experienceRSS readers – limited look and feelWidgets – my choice of informationPurpose defined by meLeaders and Events defined by me

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Laurel Papworth

Take Out- RSS

• Feeds – where’s the ambience?• Purpose – member chooses• Leaders – member selects• Events and Rituals – not really

• Take a bite and send it on

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Take Out - Widgets

• Bring bits of host site to the consumer• Doesn’t rely on them coming to your site• Distributed marketing campaign – consumer

to consumer• Feed dynamic information directly to them• Or may be just fun – bobble heads• Consumers advertise your site on their page• Consume information remotely in a location

of their choice

Laurel PapworthThe Hub feeds out to the Spokes

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Hub

Spoke

But we need spoke to hub, plus spoke to spoke

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WoW site 291 incl.Forums

World of WarcraftVirtual World(10 million paying subs)

WoW economy

Thottbot.com 391

allakhazam.com 798

WowWiki 1,299

blog

blog

blog

blog

blog

blog

blog

blog

blog

World of Warcraft – typical hub/spoke

Figures: Alexa Ratings

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Core business

”marketing”

Laurel PapworthThe Spokes are connected to each other

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Web 3.0

• Closed vertical silos of information become open

• Hosted and Remote is mashedDine In and Take Out is blurred

• Think Pizza Delivery to wherever• “My” page forms and reforms

depending on what the bots deliver me.

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What we need

• One ID or one storage place for profiles• One Friends list – mobile phone and online• One subscription service – RSS, widgets…• Ability to mash each resource up – friends

with maps, profile with friends

• This is all available now? But it has to be re-mashed up each time.

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Delivering from one hub/spoke to another

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Google OpenSocial

• No need to build a new hub (host or container)

• Standard to push out from hub to spoke

• Standards mean no longer hub to spoke but also spoke to spoke.

• Open up vertical silos of business information onto the web 3.0 data bus

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GetDistribution

RetrieveInformation

User Benefits 1. Borrowers leverage their network of relationships to finance new projects

2. Lenders lend to borrowers they trust from their community3. Distribution across networks helps matching lenders with borrowers

Lending Club Social Finance ApplicationLeveraging OpenSocial

Swiped from www.slideshare.net/LendingClub/lending-club-opensocial

Hub (bank) to spoke (member) banking - uhoh

Member to memberbanking

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Final: Example?• HR decides to connect past, present and

future employees.• Tells IT to open employee database onto web

(certain information)• Standards means application auto-finds 31200

in LinkedIn, 52800 in Facebook ex employees• Connects the profile information together• Delivers job information into the meta-

network• Members subscribe, introduce acquaintances,

do a social job search

Laurel Papworth

Summary

• What is Social Network?• How is Web 2.0 and 3.0 different

from before?• What is a dine-in vs take out

network?• What is the relationship between hub

and spoke, and spoke and spoke?• What does Google OpenSocial offer?

Laurel Papworth

SSSHH! Pass it along…

laurel@world.com.au+61 432 684992

Social Networks Blog: http://silkcharm.blogspot.com