V3+ Caltech+ M I T+ Enterprise+ Forum+ + Social+ Networking
- 1. Social Networking Past, Present, Future Mark Suster Caltech MIT Enterprise Forum October 9, 2010 @msuster www.BothSidesofTheTable.com
- 2. Where Did Social Networking Start?
- 3. In our debates we tend to focus too much on technology
- 4. It’s about shared experiences & we’ve replicated this online
- 5. It’s about meeting people & communicated with those we know
- 6. Online social networks mirror offline lives
- 7. It’s about the 6 C’s C ommunications C onnectedness C ommon Experience C ontent C ommerce C ool Experiences (ok, entertainment ;-)
- 10. Pre Internet had social networks
- 11. Pre Internet had social networks
- 12. Anyone around then will know what one of these was
- 13. AOL bridges gap between pre-Internet & Internet
- 14. People advertised “AOL Keywords” not websites AOL Keyword: Swordfish
- 15. Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL)
- 16. And “groups” have been around for ages Mothers’ clubs Church groups Education
- 17. Social networks have been around for a long time. Usability is better. 3 rd -party platforms. More people are connected. But same old shit.
- 18. And then spam-based social networks began
- 19. Mostly for professional use / older demo
- 20. And it was really about extending your network
- 21. Web 2.0 was born and we evolved online social expression
- 22. Web 2.0 was born - social contribution Blogging Photos Video
- 23. Web 2.0 went social - skewed back to youth
- 24. Facebook launched. Was exclusive Teenage Middle America Scantily Dressed Design chaos Ads galore Not verified Up market University Exclusive Urban elite Clean Ad free Verified
- 25. It started as .edu
- 26. And they captured the tech elite
- 27. They each captured 100m users, who increasingly wanted to share photos / video
- 28. MySpace Bought PhotoBucket & Google Bought YouTube And MySpace declared war on developers
- 29. And this guy (22) Schooled this guy (75)
- 30. He understood software business was different than media business
- 31. Within a SINGLE YEAR the game was over
- 32. And Facebook went mainstream
- 33. And then some !!!
- 34. And we’re back to advertising non-web pages Brands are spending big & abandoning web pages
- 35. Social networking then went “open” Asymmetric Public
- 36. Twitter really is a totally new concept Marketing channel RSS reader Instant messaging Chat Room Data mine Customer service Dept
- 37. And perhaps “open” went a bit too far Social Spending
- 38. I think we all know that social is going mobile
- 39. And people are building platforms to enable this Business Logic Mapping Layer Points of Interest
- 40. OK, OK But Where are Things Headed Next?
- 41. 1. Social Graph Becomes Portable
- 42. 2. We Form Around True Networks Friends Family Business Associates Areas of Interest Networking Dating
- 43. 2. We Form Around True Networks Friends Family Business Associates Areas of Interest Networking Dating “ 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”
- 44. It’s ridiculous that these are all combined today
- 45. Example: Quora
- 47. 3. Privacy becomes a bigger concern 3 rd Party App Pictures of your Kids Personal Info Date of Birth You Your Friend
- 48. 3. Privacy becomes a bigger concern 3 rd Party Apps Can Access @ messages DMs (private) Tweets
- 49. 4. Social Networking Becoming Pervasive
- 50. So advertising & content curation are instantly more targetable But most websites don’t know what to do beyond this
- 51. 5. Third Party Tools (e.g. Meebo Toolbar) Will Bring Social Networks to Websites Twitter / Facebook Chat
- 52. 5. But Also Bring Social “Features” like sharing
- 53. 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 Opportunities
- 54. 7. Social chaos creates new markets Social Support Social SFA Social Analytics Personal Relationship Mgmt Reputation Mgmt / Authority Social Marketing
- 55. Fuck “Check Ins & Badges” Skate Where the Puck is Going
- 56. The definition of social networking will cease to exist in the way that we seldom think about Internet companies
- 57. And for those who wonder if Facebook now IS the Internet, remember ….
- 58. Plus ça change April 2000 May 2007 Jan 1998
- 59. It’s why Zuckerberg remains paranoid And why there’s still a dream for those of you who work hard & innovate
- 60. Social Networking Past, Present, Future Thank you