Lecture 2: Social Media

Transcription

1 Lecture 2: Social Media 2010 차세대웹기술과컨버전스 (KAIST 정보미디어경영대학원 ) Jaesun Han Founder and CEO of NexR Adjunct Professor of KAIST Business jshan@nexrcorp.com

2 del.icio.us #2

3 digg #3

4 Flickr #4

5 Youtube #5

6 Facebook #6

7 Twitter #7

8 Definition #8 Media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques - Wikipedia A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content - Andreas Kaplan and Michael Haenlein (Business Horizons)

9 Characteristics #9 Participation blurs the line between media and audience Openness open to feedback and participation Conversation broadcast two-way conversation Community allows communities to form quickly and communicate effectively Connectedness making use of links to other sites, resources and people Source: "What is Social Media" An e-book by Antony Mayfield from icrossing

10 Characteristics: five C s #10 Conversation all about word of mouth Commenting (Participation) actively comment on conversations Community formed from conversation Collaboration work with anyone, anywhere to achieve a common goal Contribution contribute to the conversations going on around you Source: " Getting started in Social Media" Michael Fruchter

11 이용연령특징 #11

12 Types of Social Media #12 Blogs Tistory, Naver blog, Wordpress, Blogger, etc Wikis Wikipedia, Wikispaces, Socialtext, etc Forums Daum Agora & Café, dcinside, etc Content Communities Flickr, Photobucket, Youtube, Revver, Hulu, etc Social Network Services Facebook, MySpace, LinkedIn, Friendster, Cyworld, etc Social News & Bookmarking Del.icio.us, Digg, Reddit, etc Microblogging Twitter, Me2day, Tumblr, etc Virtual Worlds Second Life, World of Warcraft, etc Lifestreaming & Lifecasting Ustream.tv, Justin.tv, FriendFeed, Afeeca, etc

13 Social Media Landscape #13

14 Old Media vs. Social Media #14 Newspapers Magazines Television Radio Books CDs DVDs Old Media A box of photos Physical, paper mail and catalogs Yellow Pages vs Social News & Bookmarking Wikis Forums Blogs Social Media Content Communities Social Network Services Microblogging Virtual Worlds Lifestreaming & Lifecasting

15 What is the difference? #15

16 Traditional Media vs. Social Media #16

17 Features of Social Media #17 Can be updated Interact with readers Sense of popularity in real time Can look at all archives and see all posts Mix media Free to publish Infinite Syndicatable and linkable and easily reused Mashed up with other data from other services Source: Scobleizer.com

18 4 Ways Social Media is Changing Business #18 1. From Trying to Sell to Making Connections Release fewer official statements and more personal ones that help you make a connection to your customers and audience Source:

19 4 Ways Social Media is Changing Business #19 2. From Large Campaigns to Small Acts Instead of only relying on big campaigns, make authentic, helpful relationships and communication the new campaign

20 4 Ways Social Media is Changing Business #20 3. From Controlling Our Image to Being Ourselves Forget the unified company image, give staff the freedom to be themselves, and trust that the relationships that they build will help the company in the long run.

21 4 Ways Social Media is Changing Business #21 4. From Hard to Reach to Available Everywhere Rather than expect customers to communicate through your chosen means, allow them to do so through their chosen means

22 Social Platform

23 What is Platform? #23 Wikipedia ( In computing, a platform describes some sort of framework, either in hardware or software, which allows software to run. Typical platforms include a computer's architecture, operating system, or programming languages and their runtime libraries Tim O Reilly ( I'm talking about the emergence of what I've started to call Web 2.0, the internet as platform It's about the way that open source and the open standards of the web are commoditizing many categories of infrastructure software, driving value instead to the data and business processes layered on top of (or within) that software; it's about the way that web sites like ebay, Amazon, and Google are becoming platforms with rich add-on developer communities; it's about the way that network effects and data, rather than software APIs, are the new tools of customer lock-in

24 Platform = 멍석 #24 Source: Web 2.0 : Participation and Open by Dr. JoongHee Ryu

25 My Definition #25 Platform 그자체가최종결과물이아니라 Service나 S/W가만들어지는재료나환경을제공하는것

26 Types of Platform #26 S/W Platform (OS Platform) Mobile Platform Web Platform (Web as Platform) Social Platform Widget Platform E-Commerce Platform Online Ad Platform Game Platform IPTV Platform

27 Web as Platform #27 Users Developers Affiliate Sites Services RSS + Open API Web Database Web Pages, Maps, Offline Data, UCC(text, photo, audio, video) User Logs, Purchase Logs etc Web Platform Environment where services are developed, deployed, and executed based on massive Web DB

28 S/W Platform vs. Web Platform #28 S/W Platform Web Platform Closed Platform Openness Open Platform 독립 API / 가상머신 Platform Open API / Web 독자적 / 폐쇄형 API 표준형 / 개방형 기술장벽 / 진입어려움 Cost 쉽고빠른개발서비스 기능위주 Lock-in 데이터위주 특정플랫폼개발자 Developer 모든개발자포용.Net, Java Example Google, Amazon Source: 윤석찬, 개방형개발플랫폼현황

29 Platform Battle #29 Platform vs. Application (PC era) Lotus vs. Excel, WordPerfect vs. Word, Netscape Navigator vs. Internet Explorer Platform win! S/W Platform vs. Web Platform (Internet era) Windows Platform : massive installed base and tightly integrated operating system and APIs control over programming Web Platform : a system without an owner, tied together by a set of protocols, open standards and agreements for coorperation Communication-oriented systems require interoperability Unless a vendor can control both ends of every interaction, the possibilities of user lock-in via software APIs are limited Web Platform win! (maybe) Closed Platform vs. Open Platform (Ubiquitous era) Examples: iphone platform vs. Android platform, Facebook platform vs. Open Social Open Platform win! (I hope so)

30 Social Platform #30 Platform that enable developing and running social applications on top of social network service by offering the access to social data and API Examples Facebook Platform (F8) Google OpenSocial Yahoo Social Platform Platform components Markup Language: integrating the existing SNS screen Open API: API for accessing the internal data and services Social Data: profiles, connections, activities, etc Data Query Language: similar to SQL Directory service: finding out social apps

31 Facebook Platform #31 Launched in May 2007 Framework for creating applications in Facebook Deep Integration: build applications like Facebook does Mass Distribution: harness the power of the social graph New Opportunity: build a business Features Social Network Already Established Immediate Install, Low Barrier to Entry Built-In Viral Potential Multiple Funding Programs Available (fbfund) Free Hosting Opportunities from Joyent Facebook-dependent technologies API, FQL (Facebook Query Language), FBML (FaceBook Markup Lanuage), XFBML, JavaScript SDK, FBJS

32 Facebook Statistics #32 Company Figures More than 400 million active users 50% of our active users log on to Facebook in any given day More than 35 million users update their status each day More than 60 million status updates posted each day More than 3 billion photos uploaded to the site each month More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week More than 3.5 million events created each month More than 3 million active Pages on Facebook More than 1.5 million local businesses have active Pages on Facebook More than 20 million people become fans of Pages each day Pages have created more than 5.3 billion fans Average User Figures Average user has 130 friends on the site Average user sends 8 friend requests per month Average user spends more than 55 minutes per day on Facebook Average user clicks the Like button on 9 pieces of content each month Average user writes 25 comments on Facebook content each month Average user becomes a fan of 4 Pages each month Average user is invited to 3 events per month Average user is a member of 13 groups International Growth More than 70 translations available on the site About 70% of Facebook users are outside the United States Over 300,000 users helped translate the site through the translations application Platform More than one million developers and entrepreneurs from more than 180 countries Every month, more than 70% of Facebook users engage with Platform applications More than 500,000 active applications currently on Facebook Platform More than 250 applications have more than one million monthly active users More than 80,000 websites have implemented Facebook Connect since its general availability in December 2008 More than 60 million Facebook users engage with Facebook Connect on external websites every month Two-thirds of comscore s U.S. Top 100 websites and half of comscore s Global Top 100 websites have implemented Facebook Connect Mobile There are more than 100 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users. There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products

33 Facebook Application Leaderboard #33 Source:

34 Success Story: ilike #34 ilike ( Social music service Fast growth of users by Facebook Platform 400,000 users in only 4 days One million users in the first week A million more in the 5 days Another million in the next 4 days Currently 50 million users by integrating Facebook, Bebo, Orkut, hi5, and igoogle Grow faster than skype, ICQ,etc Acquired by MySpace ($20 million)

35 Structured Page #35

36 Traditional Web Application Arch. #36

37 Facebook Web Application Arch. #37

38 Platform Components #38 API Web Service API Client Library Official: PHP, JavaScript Unofficial: Java, C++, ASP, Perl, Python, Ruby, VB.NET, and others FQL (Facebook Query Language) SQL-like interface for querying Facebook social data without using the API Access to user profile, friend, group, event, and photo Example of FQL & API $query = SELECT name FROM group WHERE gid IN (SELECT gid FROM group_member WHERE uid= u1) ; $array = $facebook->api_client->fql_query($query);

39 Platform Components: Facebook API #39 Administrative Methods App 이나 User 를관리하기위핚 API Login/Auth Methods 로그인과인증, 세션등에관련된 API Data Retrieval Methods users, comments, friends, groups, links, message, notes, notifications, status, stream, video 등데이터읽기 API Publishing Methods users, comments, links, notes, status, stream, video 등데이터쓰기 (Publish) API Facebook Connect Methods Facebook Connect 사용자등록 / 탈퇴관련 API Mobile Methods Mobile app 에서 SMS 보내기등 API Photos API Methods 사진관련 API Events API Methods Facebook Events 과연관하여 event create/edit/invite/get 등 Custom Tags API Methods 사용자정의태그처리관련 APIh

40 Platform Components #40 FBML (Facebook Markup Language) Similar to HTML Subset of HTML + Proprietary Extensions Example of FBML Preview <fb:dashboard> <fb:action href="new.php">create a new photo album</fb:action> <fb:action href="you.php">photos of You</fb:action> </fb:dashboard>

41 Facebook Connect #41 Facebook Connect ( Single sign-on and powerful set of APIs for developers that lets users bring their identity and connections everywhere Identity: name, photos, events, and more. Social Graph: friends and connections. Stream: activity, distribution, and integration points within Facebook, like stream stories and Publishers. Features Trusted Authentication, Real Identity, Friend Linking, Dynamic Privacy, Social Distribution

42 Facebook Connect #42

43 Facebook Connect Sites #43 Source:

44 OpenSocial #44 OpenSocial A Common APIs for web-based social network apps across multiple websites Based on standard & open web technologies (HTML, JavaScript) Goals more things to do, with more people I know, in more places (for user) on and off the Web (mobile,...), new features (Albums? real-time?...) reach more users, with less effort (for developer) easier to adopt and build, better interop, integration with development tools, more ways to make money more things for more users to do when they visit (for social networks) more apps in the library, with more capabilities, more integrated, faster, user experience more open standards to unlock more innovation (for the Web) wide interop, based on OpenID + OAuth +..., new mashups we haven't thought of yet

45 OpenSocial Partners #45

46 Example: MySpace Platform #46

47 국내 OpenSocial 현황 #47 참여기업네이트앱스토어안철수연구소고슴도치플러스 IDtail 마이템다음, 파란참여선언 NHN 소셜앱 ( 준비중 )

48 OpenSocial Internal #48 Core entities Container: a social network site that can host OpenSocial apps Open source implementation: Apache Shindig OpenSocial Service Provider Interface (SPI) Social apps Gadget hosting server: hosting social apps and application data Clients Core ingredients Application data Social data: profile, people & friends, activities, persistence Template: building gadgets without using JavaScript to generate HTML JavaScript API: accessing social data Server-to-server API (REST & RPC) Client libraries: PHP, Java,.NET, Ruby, Python, ActionScript, Object-C

49 OpenSocial Containers #49

50 Social Design Pattern #50 Social Mashup - Lightweight OpenSocial application which runs inside of a social network - Typically scale extremely well but may be limited in terms of data storage and/or processing - Using HTML, JavaScript,CSS, OpenSocial Templates, and/or Flash Social Application - Runs inside of a social network but relies on an external server - Provide advanced functionality but may run into scaling problems - Using HTML, JavaScript,CSS, OpenSocial Templates, Flash, PHP, Python, Java, Perl,.NET, or Ruby Social Website / Social Mobile Apps - Run outside of social networks but consume social data through REST or RPC APIs - Grant access to their data using 3-legged OAuth without needing to add an application on a social network - Most flexibility - almost all languages and platforms

51 Open Stack for Social Platform #51

52 OpenID #52 URL-style Single ID Single-Sign-On Source: 웹 2.0 과 ID 관리기술전망 -KISA 기술정책 07-06

53 OAuth #53 Open standard for allowing a user to grant access to their information on one site (the Service Provider), to another site (called Consumer), without sharing all of his or her identity

54 Portable Contacts #54

55 Social 의확장

56 Social 의확장 #56 Social Music Social Search Social Shopping Social Game Social Ad Social TV Location-based Social Apps