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PowerPoint presentation from a speech given by Mark Suster at Caltech in October 2010. The topic is "social networking: past, present, future."
Social Networking Past, Present, Future Mark Suster Caltech MIT Enterprise Forum October 9, 2010 @msuster www.BothSidesofTheTable.com Where Did Social Networking Start? In our debates we tend to focus too much on technology It’s about shared experiences & we’ve replicated this online It’s about meeting people & communicated with those we know Online social networks mirror offline lives It’s about the 6 C’s Communications Connectedness Common Experience Content Commerce Cool Experiences (ok, entertainment ;-) It’s why Becomes It’s why Becomes Pre Internet had social networks Pre Internet had social networks Anyone around then will know what one of these was AOL bridges gap between pre-Internet & Internet People advertised “AOL Keywords” not websites AOL Keyword: Swordfish Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL) And “groups” have been around for ages Mothers’ clubs Church groups Education Social networks have been around for a long time. Usability is better. 3rd-party platforms. More people are connected. But same old shit. And then spam-based social networks began Mostly for professional use / older demo And it was really about extending your network Web 2.0 was born and we evolved online social expression Web 2.0 was born - social contribution Blogging Photos Video Web 2.0 went social - skewed back to youth Facebook launched. Was exclusive Up market Teenage University Middle America Exclusive Scantily Dressed Urban elite Design chaos Clean Ads galore Ad free Not verified Verified It started as .edu And they captured the tech elite They each captured 100m users, who increasingly wanted to share photos / video MySpace Bought PhotoBucket & Google Bought YouTube And MySpace declared war on developers And this guy (22) Schooled this guy (75) He understood software business was different than media business Within a SINGLE YEAR the game was over And Facebook went mainstream And then some !!! And we’re back to advertising non-web pages Brands are spending big & abandoning web pages Social networking then went “open” Asymmetric Public Twitter really is a totally new concept Marketing channel RSS reader Instant messaging Chat Room Data mine Customer service Dept And perhaps “open” went a bit too far Social Spending I think we all know that social is going mobile And people are building platforms to enable this Business Logic Mapping Layer Points of Interest OK, OK But Where are Things Headed Next? 1. Social Graph Becomes Portable 2. We Form Around True Networks Friends Family Areas of Business Interest Associates Dating Networking 2. We Form Around True Networks Family “ I’m coming home for Thanksgiving” Friends “ Check out how wasted we were ;-)” Areas of “ Why did you choose MongoDB?” Interest Business “ I can’t believe we’re working again this weekend ” Associates Dating “ I love The Decemberists, too!” Networking “I’m looking for a role as a Director” It’s ridiculous that these are all combined today Example: Quora Example: HackerNews 3. Privacy becomes a bigger concern Pictures of your Kids Your Friend 3rd Party Personal Info App Date of Birth You 3. Privacy becomes a bigger concern Tweets @ messages DMs (private) 3rd Party Apps Can Access 4. Social Networking Becoming Pervasive 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 Facebook 5. But Also Bring Social “Features” like sharing 6. Social Networking Will Split into Layers Business Logic Mapping Layers Totally New Network Layers Opportunities Social Graph / Features Open Source Data Mgmt Tools EC2 S3 7. Social chaos creates new markets Social Social Social SFA Support Marketing Personal Reputation Social Relationship Mgmt / Mgmt Authority Analytics Fuck “Check Ins & Badges” Skate Where the Puck is Going The definition of social networking will cease to exist in the way that we seldom think about Internet companies And for those who wonder if Facebook now IS the Internet, remember …. Plus ça change Jan 1998 April 2000 May 2007 It’s why Zuckerberg remains paranoid And why there’s still a dream for those of you who work hard & innovate Social Networking Past, Present, Future Thank you
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