Social Networking Past, Present, Future

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