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The Social Web:To Graph or Not to Graph?
Kevin BradshawCEO/Founder, Zendit
Turing Festival, EdinburghAugust 2011
About Zendit• Formed 2009• Previous : i-play, PlayPhone,
Limewire, Buzzd• Digital engagement products• Cloud platform• Services on all digital devices• Self-funded and profitable (almost)
Quiz:Describe Facebook,
without using the words“social” or “network”
Disclaimer• I’m 41 with a wife and a 2-year old• I’m generally a bit grumpy anyway• Have been in tech startups for 15 years• First company sold for $100M• But I didn’t get much of it• All of it has gone back into other startups• Start-ups are really hard, then Google
does it• It’s lunchtime and I’m hungry too
Alternate titles
Facebook:Are we “friends” now?
LinkedIn: Is this networking?
Twitter: Is that pseudo-code?
Google+: Most people I know are squares,
they don’t fit into circles.
Suggested Circles• People Who Just Woke Up
And Are Overly Optimistic About What The Day Holds For Them
• Inexplicably Shirtless Profile Picture People
• Bible Quoting Relatives• “Tao of Pooh” Quoting
Relatives
• Girls Who Link To Every Cat Video In The History Of The Internet
• TGIF! Dude• Old High-school Friends
You Wouldn’t Recognize If They Were Sitting Next To You
• Relatives Who Quote Anything
• Anyone Who Quotes Anything
Source : WSJ and Author
What is the social graph?• Exposing connections connections–Who follows you on Twitter and who follows
them–Who’s your friend on Facebook and who are
their friends• Exposing connections connections content–What’s on your friends wall?
• Billions of $ bet that this is valuable• Is it?
We want to talkBut we are not having
conversations
Opinions• Many social networks are not very social,
they are just marketing channels – personal or corporate
• We’re mostly lonely• Or we are looking for endorsement of
opinion• Unlikely to spend time with these people in
real-life• Don’t care about my friends friends• Don’t want to follow my toothpaste on
Facebook, it seems a bit silly
Directions• Ad-hoc groups and topics• Non-persistent relationships• Easier (by-product) OR harder (no
broadcasting) to drive influence• Contextual – especially local• Productive – especially rewarding
A couple of new services
Zendit Beerdog
Zendit: Ad-hoc, local, contextual, “harder”• No social graph– no wall– no friends– no broadcasting
• Find or start a conversation nearby• Public or private – and changeable• Add people, add stuff – images, video and
chat• You need to choose who is in a
conversation• You can remove a user from a
conversation
Splash
Personal
Nearby
Conversation
Options
Beerdog:Local, focused, “easier”, rewaring• I want a beer• I want it now• It had better be good• My friends know about beer, I’ll see what
they are drinking and where• I am totally uninterested in anything else
right now, get me a beer
Splash
Activity
Beer
Dog
Summary• Growth of major social networks
based on the social graph• But I don’t find them very social and
there’s a question over how valuable the graph is
• Interesting services coming which do and don’t use a graph
• Interest-focused, ad-hoc, location-aware services are emerging