Social Networks: Past, Present & Future by marks

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									Social Networking

Past, Present, Future

 Mark Suster
 Caltech MIT Enterprise Forum
 October 9, 2010

Where Did Social Networking Start?
In our debates we tend to focus too much on
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

It’s why

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:
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
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

      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
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

      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?”

             “ I can’t believe we’re working again this weekend ”

  Dating     “ I love The Decemberists, too!”

Networking   “I’m looking for a role as a Director”
It’s ridiculous that these are all combined
Example: Quora
Example: HackerNews
    3. Privacy becomes a bigger concern

                   Pictures of your Kids
Your Friend                                3rd Party
                   Personal Info
                   Date of Birth

3. Privacy becomes a bigger concern


                          @ messages


                        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
5. But Also Bring Social “Features” like sharing
   6. Social Networking Will Split into Layers
                Business Logic
                                 Mapping Layers

 Totally New
                                 Network Layers
                           Social Graph / Features
                              Open Source Data
                 Mgmt Tools
   7. Social chaos creates new markets

  Social                       Social
               Social SFA
 Support                      Marketing

 Personal      Reputation
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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