Facebook is far from SNS

With Facebook on the market, and with more public opinion and attention once again on this world-class social network, Facebook is on fire. One of the interesting things about this is that Facebook has long been used as a SNS concept by the Internet, but when it comes to the market, it becomes a big data concept in the eyes of investors. In fact, it's too one-sided to say that Facebook is SNS.

Citic Securities with the "Facebook listing leading the internet into the big data age", suggesting that investors borrow Facebook's potential, not to vote for Renren, such as the SNS concept, but the investment (unstructured information processing) such a large data concept. This is a very typical example of what "Facebook is all about", and there are differences and distinctions between layman and expert understanding.

So, who is watching the busy, who is looking at the doorway? Unfortunately, it is likely that the internet is watching, and investors are looking at the doorway.

Facebook is big Data first

I used to have an idea, or a different opinion, to communicate with the Internet peers, I feel very laborious. They always think Facebook is SNS first, but I think Facebook is first and foremost data. I pointed out: "The domestic industry always regard Facebook as a SNS relish." In fact, this is a relatively amateur view of the lively. Facebook is indeed SNS, but he is truly core competitive in the data core business. ”

My heterogeneous view rarely resonates with project managers, especially the project managers who advertise SNS concepts. This time, finally in the investor there, met the bosom friend. I think the capital man's point of view is closer to Facebook's reality than the project manager's point of view.

First, the capitalists have a broader vision than project managers, and are better at putting Facebook on the backdrop of the times than on the purely business perspective of the project manager.

The capitalists put Facebook on two big backgrounds: 1, in the age of judgment, recognized that social network (SNS) value mining leading the Internet into the era of large data, promote the "Big data" industry. 2, in the industry chain judgment recognized that the social network represented by Facebook took the lead in the era of large data, will further lead the other Internet areas of large data applications, mining of user value will drive the "big data" industry chain development.

Although the project manager noted the SNS, but for SNS in a wider range of what to do, think not much, so SNS as the goal itself.

Second, the capital man is longer than the project manager through the phenomenon of SNS, see its data essence.

The capital people put Facebook this "special" in the "General": 1, the capitalist people realize that SNS is only large data in the acquisition of a special case: large data refers to the "massive data + complex data type", and social networking (SNS) is precisely every second to generate a huge amount of unstructured data (text, Applications, location information, pictures, music, video, etc.), is a typical "large data" system; 2, SNS is only a large data application: "Large data" is the core of data mining and application of the multi-directional value produced. The value mining of social network (SNS) is the important application of "big data" and business intelligence application. 3. Facebook represents a one-to-one transition to a consumer-driven model: Facebook's user data carries huge business value. Users of the comments, uploaded pictures, music, video, etc. are typical of unstructured data, which contains consumer propensity, "data" mining analysis can significantly improve the accuracy of advertising ads, enabling Facebook to develop more attractive applications to users, And can predict the development trend of many industries through the user behavior, contains the huge commercial value.

By contrast, the project manager's understanding of Facebook has focused too much on the details of the transformation-related features and less on the transformational implications of the Facebook business model.

For Zuckerberg, even the capitalists can't read his mind. Capital is just at the value level, reading what Facebook is. Mr Zuckerberg has repeatedly stressed that Facebook's creation is not a company that needs to read Facebook's mission at a meaningful level.

is not SNS after what Facebook will be

Facebook is far from a Sns,sns, barely a gift to Facebook. For endowments, SNS is even just one of many possible endowments. This is even seen by business analysts. John Battelle, Federated Media, John Batley that "some of the changes that Facebook is making are different from our past predictions." The company is trying to redefine itself, not content with a narrow social networking site, which is what the outside world understands.

1. Become the operating system of people's life

One of the most promising new directions for Bartlett is the living system.

All businesses are rushing to become the operating system of people's lives, he says, and they want to be a central place where users participate and store all the data, and then they do everything they need to take advantage of these hubs. Mr Zuckerberg himself said: The world's information infrastructure should resemble social maps.

Zuckerberg's vision has gone beyond social and social inspiration to a similar map of the world's information infrastructure. This is not as good as Bartlett's "becoming the operating system of people's lives" in place. Indeed, Zuckerberg's original meaning may be closer to this, because he says: The more people share, the more they can get information about products and services through the people they trust. They can more easily find the best products and improve the quality of life and efficiency. Clearly emphasize the meaning of life.

"World Information Infrastructure" and "living operating system" may be regarded as the prototype structure behind large data, in contrast, the former is more focused on the overall structure of the data from the object, while the latter is more focused on the body to grasp the overall structure of the data. What is a living operating system for big data? This refers to the use of meaning to reconstruct life, data is only used to reconstruct the meaning of the material. With a focus on the subject, the data has a good or bad point: the data tends to be meaningful, to be wise, and to depart from the meaning, to be foolish. Therefore, the wisdom of the Earth, smart city, is not a large accumulation of data, but because of life-oriented and more meaningful.

The structure of industrial society does not focus on meaning, but focuses on value. The relationship between value and meaning is the relation between means and purpose. But there is no point in value, for example, money is valuable, happiness is meaning, but money is not necessarily happy. In other words, mastering the means to achieve happiness, but not to achieve the goal of happiness. The basic structure of the human nature of the industrial society, which is related to value, is fully socialized and highly professional; This makes the industrial society imperfect and easy to become a society that has systematically forgotten its aims and purposes for a highly developed means.

The mission of large data, not from the technology this means to see, but from the human point of view, is to establish a means and the purpose of the professional, socialized focus system, so as to systematically let things do not deviate from its purpose, so that the industrialized conditions in the level of small farmers in the human sense of the system, become a highly developed social overall structure.

SNS and living operating system will be what relationship? SNS is only fishing nets, to establish a focus on the meaning of the life of the operating system, hit the meaning of life of the Nets fish, is the intention. And now the people who are imitating Facebook are attracted to the data collector of the fish net, build some exactly the same fish net, imitate Facebook's throw the net movement, but did not know that the movement is in the fishing, the result one net does not fish, two nets does not fish, finally met some small tail small tail fish. As everyone knows, fishing in addition to fish nets, can also fork fish, fishing, electric fish and other means, such as SNS such as Data collector, there are many, such as lbs, O2O, pay, and even offline POS machine. If Facebook is not SNS any day, it must be found that there are other fishing methods, you can hit more fish. Fishing, in this analogy is the meaning or the core value of the enterprise, fishing means, where the metaphor is the endowment (usually said, you are doing, which line). In order to keep the core value, the enterprise should be in the same time, let the endowment follow the change of environment.

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2, "Remodeling The Structure":

Customer-centric inverted economic system

Zuckerberg puts forward the important principle of "reshaping the structure": we want to help people build relationships and reshape the way information is disseminated and consumed. We believe that the world information infrastructure should be similar to the social map-it is a bottom-up peer-to-peer network, rather than the current Top-down monomer structure. Moreover, allowing people to decide what to share is the basic principle of reshaping the structure.

This basic principle of reshaping the architecture is actually instructive to the structure of large data.

In the absence of principled guidance, the big data is likely to be structurally reversed: the traditional structure of transmitting value from producer to consumer is still in use, with new technology serving the old tradition. While this service is necessary, it is not Facebook's position on big data.

We read the following from Zuckerberg's words:

1) Reshaping the structure means that large data will be inverted to economic structures

First, "We want to help people build relationships and reshape the way information is disseminated and consumed." Remodeling is inverted, the so-called inverted, is to reverse the direction of value generation, the original producers to consumers, is now consumers to producers. This is the first meaning from top to bottom.

In the inverted economic structure of SNS and search engines, the generation of value is not from producer to consumer, but from consumer to producer. Consumers first in SNS and search engine exposure (active "production") consumption intention information, enter into the exchange, so that the formation of abstract consumption value; the second step, the processing of the consumption information by the large data, is equivalent to the capitalization of consumption, so that consumer sovereignty can get the same treatment as capital.

Second, "It's a bottom-up peer-to-peer network, not a top-down monomer structure."

Traditional economics and economics have an important asymmetry in the relationship between production and consumption. According to the order of "from the production, to the consumption", the producer first converts the specific value into the abstract value (Exchange value) in the commodity and the exchange link, and the second step is to enlarge the values by adding value through the capital mechanism. But consumers do not have such rights and power, one is not to translate the specific value of consumers into abstract value, and second, can not add value to this, that is, consumption is not a process of capitalization.

Once the big data comes out of the original stage of technology-related technology (2012-2014), into the medieval phase of large data-and-economic integration (about 2015 years later), people will find that the bottom-up not only involves information transmission, but also relates to the transformation of the value generation mode. Into the process of empowering consumers through large data. I suggest that you read the book "Public Unrest" and "The Innovator of innovation", two books in the opposite direction, to understand this empowering change in economic life.

Third, "Let people decide what content to share".

Here comes an important concept: "autonomy". Under the industrial economic structure, people lose their autonomy, the most important step, is the alienation of independent Labor for the labor force, so in the information, people through information to obtain the independence of the first mention, is the human factors, revert to the labor force, the formation of "human nature + Labor = Independent Labor" effect.

As a result of his historical limitations, Mr Zuckerberg is now vaguely feeling that he is reshaping consumption patterns, and that the future of replacing Facebook's little boys and girls will need to deepen the process of sharing this information into a process of consumption capitalization. This will be the subject of the next phase of large data (after 2018).

At that stage, people will begin to think about the future problem that Haier has solved in the past years: through the direct economic model of "people single Oneness", solving the problem of producing data by consumers, and deciding production (especially the strategic structure of capital). Now the American Institute of Management Accountants (IMA) secretly stared, and sent a person named Zeus (Zeus) of the Haier strategic profit and loss statement, may be a capital period of large data in the strategic secret channel. I also discussed with Hu Jianseng, an information enterprise initiator, its decisive impact on BI yesterday. Facebook is no longer making progress at that stage, and life is worrying.

2) Reshaping the structure means the inversion of value and meaning

The value structure of industrial society is from the value to the meaning, people first around the means of production, and then use the purpose of rectifying the means; The value structure of information society is from meaning to value, through SNS and search engine location meaning, then do valuable things according to meaning.

In the past industrial society, the means of grasping the meaning depended on the small farmer. Large data should be extended to a system with data structures. In the study of meaning, the task to be accomplished in this structure is called "interpretation of meaning". It's a mind reader. The architecture of large data, from the point of view of the subjective sense, should be a mind-reading system, a large system specialized in destroying the riddle of the Sphinx of mankind. Through such a living operating system, human beings are promoted, from mere value, to not only valuable, but also meaningful. So that people get higher satisfaction because of meaning.

For enterprises, the same reason. As for the decision on meaning to value, Zuckerberg points out: In this process, the benefits for companies are: they can make better products-people-oriented personalized products. In addition to making better products, a more open world will encourage companies to interact directly and reliably with their customers.

People-oriented and personalized, it refers to the meaning of the place, the emphasis is to cross the middle of value, to achieve the producer and consumers "direct and reliable interaction." In the words of Zhang, it is the oneness of Man and one.

Meaning needs to be explained, and interpretation must be realized through the cycle of meaning.

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In Zuckerberg's words, it's a bottom-up peer-to-peer network, not a top-down monomer structure. In addition, let people decide which content to share freely. Meaning is not given by the producer (equivalent to the author), but by the consumer (equivalent to the reader, the recipient of the product). The large data system realizes the unification of value and meaning, means and purpose through the cycle of meaning between producer and consumer.

On the other hand, the structure of large data and on the other hand, is to break through the meaning of the language, semantics and pragmatic three links. The significance of the riddle of the Sphinx is understandable and inexpressible. Through the SNS such data collection mechanism, the formation of the meaning of the language industry, the next will be the formation of the semantic industry, that is, the process of unstructured data industry chain, and ultimately the formation of pragmatic industry, through lbs, payment and other means, data mining and a specific person of a person's situation, to anchor. In this way, we can break the meaning of individuality and experience under the language level. From an AI point of view, Facebook's data computing model has a unique advantage, which is calculated by everyone, not Google (Weibo). Everyone calculates, quite in the dialogue, people each other for search engines, the formation of ecological computing capacity. There is still considerable potential for development in this regard.

3. Large data productivity engine interior exploration

Large data as the productivity engine of the new era, studying its productivity characteristics, is a basic lesson for understanding the business frenzy of the future. In the big data age, people who have no sense of technology are likely to be the corpses that are dragged away by the runaway productivity chariot.

Even the capitalists who are ignorant of technology have noticed typical issues such as "massive data + complex data types" and unstructured data in Facebook's larger data structure. In fact, this does not cover many of the fundamental issues of Hadoop, NoSQL, data analysis and mining, data warehousing, business intelligence, and open source cloud computing architecture.

Large data about the technical process, is to SNS, search engines, POS machines and other collectors, the massive data acquisition into the Data Warehouse, and then use the Distributed Technology Framework (HADOOP), the Heterogeneous Data Processing (NoSQL), through data analysis and mining, the development of one-to-one business intelligence. Because the big data problem is more complicated, I have some personal thoughts now, but before I think about maturity, I will not take it out and mislead everyone. Let's start by following Facebook's practice and insights.

Facebook is one of the leading protagonists in the big data row. It has been praised by large data-line people for its low-cost integration of massive data. But at the moment Facebook's big data strategy, which I think is not yet fully stereotyped, is mainly focused on internal data management.

Facebook's timeline, published in December 2011, is considered a big data product. Timeline is the personal time axis of the user's self editing, which is, in layman's terms, a personal Sphinx puzzle. Asking a person who you are is very difficult to answer accurately. But if a person from small to large and you grow up, and then encounter such a problem, brain reaction, it is such a timeline. It's more than a dossier. One important difference with the dossier is that it controls personal information only to those who want to show it. With the help of data mining, in theory, a person can be in the selection of leather shoes, only to show the life of the history of the shoe-related, for the third party lifestyle designers, for your choice of shoes to provide advice.

With timeline, as Zuckerberg says, "Your life has been online since then." Life here is just a part of life that is related to meaning, and it is digital survival. The survival of this part of the soul. The soul in the whole life, is the tube purse how to spend money system, is to manage the limbs how the system of action, control a person's soul, put this person's command power took over. So timeline can also be called human erotic system. But, timeline is too thin, the next generation of young boys and girls will have a better way to do this thing.

With the erotic system (that is, personal meaning system), a large number of data acquisition, the next challenge is to crack the soul. As analysts have judged: "The efforts of Facebook over the years have created links and ties to nearly 1 billion digital immigrants, and the world's borders are still expanding, and the next step is to consider how to make the vast amounts of data generated by the relationship more valuable." A few years ago, in the big data this line, Facebook is the equivalent of mining, so mistaken for SNS; he actually does not agree, the next step to do raw materials processing (of course, he bully live SNS mine, others do not squeeze him, also did not necessarily quit).

Break the soul, in theory called meaning interpretation, must break through the following, the first is from structured data to unstructured data, structured data is equivalent to simplifying people to the relevant dimensions after a bunch of numbers, the equivalent of a person to pick out the flesh and blood of the remaining bones, the pig skeleton in the market is equivalent to this kind of thing Unstructured data, equivalent to natural language, also includes generalized text, applications, location information, pictures, music, video, and so on, they are equivalent to flesh and blood data. The processing of structured data is equivalent to the processing of large, meat-like meats, and the processing of unstructured data is equivalent to dealing with flesh and blood ribs. Of course the value is much higher.

At present, the main force of large data is in this direction. Specifically to Facebook, its unstructured data is mainly focused on usability testing, eye-testing, and other analysis priorities such as strategic factors, user needs, competitive products, and business interest factors.

The second is more difficult, from structured data to the underlying meaning behind the data, namely the soul. Freud has done this in history, through the interpretation of sleep, to solve the unspeakable dream. But to every historical record of each person in time on the scale of society, space every 200 meters of satellite positioning records, pay in each of the water single income, stored in each of the text, analysis, to unlock the parties themselves are not clear Sphinx riddle, so that he and others from the personality to distinguish, In turn, there are still many problems with his one-man commercial offensive for NATO Air Force precision guidance.

Facebook's current exploration in this area is in active phase. As we can see, it is evolving along the face-soul-book sequence. The first step, SNS is equivalent to large data of the face part, in the meaning of hermeneutics, called the form. That is, SNS, the data mining machine, eavesdropping on users chatting, and then organized into structured and unstructured data. Facebook's outstanding achievement is to reduce mining and quarantine costs effectively through the open architecture of Hadoop.

The second step, to exhaustively, from the data to analyze the significance of its industrial positioning is service processing, that is AAAS (analysis is service, analytics-as-a-service). That is, the Soul Revolution.

The third step is to form book. In ancient Chinese legends, humans have a book in the Underworld, and wore a book. It is the life of a man. Facebook takes everyone's soul secrets and records it as book, and "Facebook" is done, and Zuckerberg becomes God in charge of human destiny. In Peking Opera "The Judge", the official responsible for big data is called Chengpin, because without authorization to rewrite the Book of Life and Death, Bao was the chaff. It can be seen how important this position is to mankind.

Facebook now collects 4TB of user behavior data every day, mainly through waterfall analysis, tracking the conversion/loss rate of interactive steps, a large number of A/B testing, observing user behavior usage patterns, and optimizing interface interaction and Operation flow. In addition to the waterfall analysis, Facebook data is used for retrospective analysis, optimizing the page.

For example, Facebook has a designer to restore the user's upcoming cancellation of Facebook, according to the analysis of the user's data, to find the law of their inner thoughts, thus initiating the cancellation page transformation, in an emotional way to impress people, the success of the cancellation rate reduced by 7%. It stopped Facebook's blood loss during the critical period and put Facebook through the crisis.

Facebook's big data, a good start, are still being explored, the momentum of innovation is good, and will continue to bring us new inspiration. But on the whole, Facebook is just the first step in the long march of big data.

The development of large data itself needs to be further finalized. There are also structural problems with Facebook's big data, and I think there is still a shortage of vertical depth. On the phenomenon, the main problem is that Facebook has a single source of income, which is related to this structural flaw. Facebook is still limited in its own big data, and if it pulls the industry chain apart, it will be much more promising to move outside developers like Apple.

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