International: The future of social networks in the diagram social model

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Charlene Li (see article) made an opening keynote speech at today's social model (graphing Social pattern) meeting. The topic of the speech was "the future of social networks", and Charlene stressed that her speech was focused on 5-10 years later. Her basic point is that, in the future, ' social networking is like air '. Or, when you're walking between the web and the Web, it's going to be everywhere, and if you don't have a social network as part of your life, you'll feel uncomfortable (like you can't breathe).

Based on this perspective, most of Charlene's speeches focus on how the various parts of the social network will evolve:

• Personal files (Profiles)

• Relationship (Relationships)

• Activities (Activities)

• Business model (Business Models)

Profile: A common identity

Like most of us, Charlene has a lot of network identities (see the slides below).

In turn, she hopes to have a common identity. Her specific advice was to email and/or phone because it was an identity she could control. And Charlene also envisioned a joint approach (like OpenID). Moreover, she expects some of the major players to be the main focus of the alliance. We've seen these ideas come true, and both AOL and Yahoo! have supported OpenID.

Charlene also discussed the "Bill of Rights Act for users of the Social network" (Bill of Rights for users of the Social Web), which was created by several social networking thought leaders: Joseph Smarr, Marc Canter, Robert Scoble and Michael Arrington. Document statement:

We openly argue that all users of social networks are given certain basic rights, especially:

Ownership of their personal information, including

• Their own profile data

• List of people they associate with

• Activity flow of content they create

• Control over whether or not these personal information is shared with others, and

• The freedom to keep access to their personal information to trusted external websites.

Relationship: A single social graph

For the next few years, Charlene pointed out that there would be a unified social graph being developed. She showed her current social graph at Facebook and then pointed out what was missing: co-workers, parents, the whole family, parents, neighbors (see the slides below). I think we all feel it intuitively-so the main thing is that our real social graph is far more complex.

The new ' entrants ' will be portals

In fact, this is one of the more interesting aspects I've found in Charlene's speech. She suggested that some ' new entrants ' would emerge, but unfortunately they would not be start-ups (startups). Instead, she predicts that some of the main portals (Google, Microsoft Live, Yahoo!, and AOL) will fill the gap in the diagram. For why they are natural entrants, she puts forward four reasons:

1. Millions of regular users

2. Search and depth content

3. Advertising and content networks

4. Diagram

I actually found this one of the most interesting points from Charlene ' s presentation. She proposed that the a number of ' new entrants ' would emerge, except that tightly won ' t is startups at all. Instead, she predicts that a number of the major portals (Google, Microsoft Live, Yahoo!, and AOL) would actually fill the Relat Ionship mapping Gap. She pointed to 4 reasons why tightly are natural entrants:

1. Millions of Regular Users

2. Search & Deep Content

3. Ad & Content NX

4. Relationship Mapss

Activities: social environment for activities

Back to ' social networking like air ', it wouldn't be surprising Charlene that for most online activities, the social environment will be important. She took the shopping as an example to show how it happened. She discussed Amazon's combination with Facebook (or any other social graph information store), highlighting the book reviews from her friends. Charlene also points out that portals can easily integrate social data into their web sites. Take Yahoo!, for example, to:

1. Search based on information that my friend found

2. Highlighting the coverage of my friend tags (tagged)-wherever (there may be multiple social diagrams web2.0 and shopping)

3. Compare daily business actions with friends

4. What is my friend's focus on advertising and how do they perceive it?

Business model: Social impact determines marketing value

Talking about the business model, her basic argument is that we still evaluate the value of social networks properly on the basis of social values. She referred to the concept of Marian Salzman (from JWT) (concept of personal CPMs). The basic idea is that each person's authority on a particular subject, coupled with his network interest and authority on the subject, results in the same value as the consumer. If that's true, then "social networks will have to compete with each other to provide the best experience for people with high impact."

Conclusion

Based on Charlene's perspective, she concludes with a picture showing how open these open platforms she predicts will evolve.

To feel the ubiquitous social network, Charlene pointed out that two things must be done:

1. We need technical progress, and she's not worried.

2. We need to increase trust, she asked the industry to think

Note：

The speaker, Charlene Li, a former Forrester senior analyst, has now resigned. She is one of the two authors of the book "Groundswell:winning in the world transformed by Social Technologies".