L19 Network Platforms
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The document explores the evolution of social media and network platforms, highlighting their significant milestones from the birth of the internet in the 1970s to the dominance of platforms like Facebook, Twitter, and Instagram. It discusses key network properties, including the value and dynamics of heterogeneous networks, the concept of network effects, and various laws that assess the value of communication networks, such as Sarnoff’s, Metcalfe’s, and Reed’s laws. Additionally, it emphasizes how social media has transformed consumer behavior and interactions by enabling a collaborative environment and changing trust dynamics between individuals and institutions.
L19 Network Platforms
- 2. Facebook 2004 Social Media iPhone 2007 Mobile Internet FourSquare 2009 Location based Services
- 3. Eric Schmidt Le Web Conference 2011
- 12. SINGING THE SONGS OF THE DAY
- 13. CONVERSATION
- 14. Radio Commercial Radio TV Magazines 1900 20001950 Videotapes Commercial TV Newspapers Films LP CD DVD Broadcasting
- 15. First email sent 1971 First online bulletin board 1979 World Wide Web 1991 GeoCities 1994 Instant Messages IM 1996 1970 20201980 1990 2000 2010 TheGlobe.com 1995 LiveJournal P2P, Napster 1999 Friendster 2002 MySpace Linkedin Photobucket Delicious 2003 Facebook 2004 Youtube 2005 Twitter 2006 END OF BROADCASTING Broadcasting
- 17. Clay Shirky How social media can make history
- 19. And then we got LOL cats…
- 21. Network
- 22. Network Effect Occurs when a product or service becomes more valuable to its users as more people use it Understanding this helps build better products and businesses Source: Benedict Evans slide deck
- 23. Network properties: 1. Whether the nodes are homogeneous or heterogeneous 2. Their type of clustering and degree of connections 3. Directionality of those connections 4. Whether they have (or are) complements Network Properties Networks are basically just a set of nodes connected by links Source: Benedict Evans slide deck
- 24. 1. Homogeneous or heterogeneous? Homogeneous: Composed of similar types of nodes Skype is an example of a homogeneous network where most of the value is derived from a single class of users, all interested in placing a phone call Heterogeneous: Composed of different types of nodes OpenTable is an example of a heterogeneous network with two distinct categories of participants: one side is restaurants, the other side is diners Source: Benedict Evans slide deck Network Properties
- 25. 2. Degree of connections and type of clustering Source Degree: Measures number of connections to a single node Clustering coefficient: Measures degree to which nodes in a graph (e.g., social graph, interest graph, intent graph, etc.) cluster together Type of cluster: Can range from hub-and-spoke (star) to connected (clique). Example of Facebook friends connections clustering (high school, college, significant other’s, etc. clusters) Source: Benedict Evans slide deck Network Properties
- 26. 3. Connections: Unidirectional or Bidirectional? Friends Facebook, for example, is one place where connections tend to be bidirectional Follower Twitter, for example, is one place where connections can more easily be unidirectional or one-way following, leads to asymmetrical connections Source: Benedict Evans slide deck Network Properties
- 27. 4. Complementary Networks Increase in usage of one product by a set of users reinforces and increases the value of a complementary (but separate!) product, which in turn, increases the value of the original More usage of the MS Windows operating system, results in more usage of the MS Office suite of applications Source: Benedict Evans slide deck Network Properties
- 28. Common law for assessing the value of communication networks Source: Benedict Evans slide deck Network Properties Sarnoff’s Law Value of the network is proportional to the number of viewers V = n Broadcast: Yahoo!, Netflix
- 29. Common law for assessing the value of communication networks Source: Benedict Evans slide deck Network Properties Metcalfe’s Law Value of the network is proportional to the square number of connected users V = n2 Peer to peer: Facebook
- 30. Common law for assessing the value of communication networks Source: Benedict Evans slide deck Network Properties Reed’s Law Value of a group-forming network is proportional to the and ease with which groups form within it (subgroups grow faster than sheer number of P2P participants) V = 2n Gruop forming: Slack, WhatsApp groups
- 31. Send a package to a person in Omaha, Nebraska tell them the name of the person in Boston, Massachusetts but don’t give them any address Tell them to mail the package and instruction to someone the might know some people that might know the Boston person Small World Experiment How many people were involved? Turns out that the world is connected by six degrees…
- 32. Actor Kevin Bacon claimed in an interview that he worked with everyone in Hollywood or someone who worked with them Became a popular party game… Six Degree of Separation
- 34. Network is a group of interconnected people (social network) or system of things (telephone, printers to computers) Marketplace is network where money/transactions flow between two or more sides with distinct (i.e. hetrogeneous) groups of users on one side; a successful marketplace is where supply and demand are attracted to the same place Network Terms
- 35. Platform is a network of users and developers; the multi-sided feedback loop between those users, developers, and the platform itself creates a flywheel effectincreasing value for each of those groups. It can also be thought of as a network that can be programmed, customized, and extended by outside users— often meets needs and creates niches not defined by its original developers at the outset Network Terms
- 37. Strange things start to happen
- 41. YouTube's Origins as a Dating Site
- 42. YouTube is changing the way we Innovate and learn The Liquid Network just came online… The YouTube Effect
- 43. Chris Anderson How web video powers global innovation TED 2010
- 46. Crowd - Group of people that share a common interest. The bigger the crowd, more innovation Light - Clear visibility of the capabilities of the best people Desire - Innovation is hard, need practice Crowd Accelerated Innovation
- 47. THE TOOLS OF PRODUCTION IN THE HANDS OF PEOPLE
- 48. WHAT HAPPENS WHEN YOU CONNECT PEOPLE?
- 49. Clay Shirky How cognitive surplus will change the world
- 55. WHY DOES THESE WORK? WE DON’T KNOW THESE PEOPLE AND WE DON’T TRUST THEM
- 56. Rachel Botsman We've stopped trusting institutions and started trusting strangers
- 60. Sharing is in our self interests
- 61. We do it for ourselves
- 63. It is in companies best interest
- 65. Those who control the media control the culture Social media is the first media network created by consumers New universe of platforms, how we do business Social Media
- 66. Software SellerBuyer Software brings the coordination cost to near zero Think Uber, Airbnb etc Platforms
- 70. Worldwide, there are over 2.32 billion monthly active users (MAU) as of December 31, 2018 Facebook in numbers
- 73. January 15, 2009, US Airways Flight 1549
- 77. Launched October 2010 1 billion active users In 2012, Facebook bought Instagram for $1 billion Instagram
- 80. Launched March 2010 Pintrest 250 million active users monthy 84% are women 75% of usage is mobile, 93% of users shopped online
- 81. Launched September 2011 Snapchat Users: 400 million First popular with users age 13-23 7 billion videos per day
- 82. Launched September 2010 WhatsApp Users: 1 billion 700 million photos and 100 million videos every single day 55 employees - bought by Facebook for $19 billion
- 83. NEXT