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Social Networking
Past, Present, Future
Mark SusterCaltech MIT Enterprise ForumOctober 9, 2010
@msuster
www.BothSidesofTheTable.com
It’s about the 6 C’s
Communications
Connectedness
Common Experience
Content
Commerce
Cool Experiences (ok, entertainment ;-)
Social networks have been around for a long time.
Usability is better.
3rd-party platforms.
More people are connected.
But same old shit.
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
Twitter really is a totally new concept
Marketing channel
RSS reader
Instant messaging
Chat Room
Data mine
Customer service Dept
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”
3. Privacy becomes a bigger concern
3rd Party App
You
Your Friend
Pictures of your Kids
Personal Info
Date of Birth
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
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
The definition of social networking will cease to exist in the way that we
seldom think about Internet companies
It’s why Zuckerberg remains paranoid
And why there’s still a dream for those of you who work hard &
innovate