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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.

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Social Networking Past, Present, Future

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  1. Social NetworkingPast, 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 • Communications • Connectedness • Common Experience • Content • Commerce • Cool Experiences (ok, entertainment ;-)

  8. It’s why Becomes

  9. It’s why Becomes

  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. • 3rd-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, OKBut Where are Things Headed Next?

  41. 1. Social Graph Becomes Portable

  42. 2. We Form Around True Networks Family Friends Areas of Interest Business Associates Dating Networking

  43. 2. We Form Around True Networks Family “ I’m coming home for Thanksgiving” Friends “ Check out how wasted we were ;-)” Areas of Interest “ Why did you choose MongoDB?” Business Associates “ 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”

  44. It’s ridiculous that these are all combined today

  45. Example: Quora

  46. Example: HackerNews

  47. 3. Privacy becomes a bigger concern Your Friend Pictures of your Kids 3rd Party App Personal Info You Date of Birth

  48. 3. Privacy becomes a bigger concern Tweets @ messages DMs (private) 3rd Party Apps Can Access

  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

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