Web 2.0 Expo Berlin: Open Platforms and the Social Graph

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David Recordon's presentation at Web 2.0 Expo Berlin on creating open platforms and discussing the social graph.

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  • 1.Open Platforms(with portable social networks)David RecordonOpen Platforms Tech Lead Six Apartdavid@sixapart.comWeb 2.0 Expo Berlin 2007

2. Who am I? Live in San Francisco Workthe largest independent blogging company!for Six Apart We're OpenID Foundation Vice-Chair Recipient of a 2007 Google-O'Reilly Open Source award 3. so what's the problem? 4. My 20+ Social Networks - Balancing many services online already - Having to re-enter the same information and make the same connections 5. My 20+ Social Networks - Dopplr, great idea, wanted to use it, asked to re-dene friends again - So sick of doing this! - Broke the camel's back 6. - Dopplr, great idea, wanted to use it, asked to re-dene friends again - So sick of doing this! - Broke the camel's back 7. why is this? 8. Social Networks Generally mammoths Lots of 80% complete features Lock-in business models Strong competition with each other A long tail of social networks is evolving 9. Social Applications Each with a few great features(UNIX philosophy) Data portability - mashups(RSS, Atom, OpenID, Microformats) Creating combined valueCombined value as they don't compete to do everything, rather compete within their area of expertise 10. social networks have your friends - You've spent time dening them in each one you use 11. social applications need your friends - Their mini social networks 12. social applications- But it isn't Dopplr's fault- Hacks such as scraping address books- No current way to get the social graph without asking for it, choosing a proprietary platform, or only riding on the back of these social networks 13. social applications- But it isn't Dopplr's fault- Hacks such as scraping address books- No current way to get the social graph without asking for it, choosing a proprietary platform, or only riding on the back of these social networks 14. social applications- But it isn't Dopplr's fault- Hacks such as scraping address books- No current way to get the social graph without asking for it, choosing a proprietary platform, or only riding on the back of these social networks 15. social applicationsOpenSocial- But it isn't Dopplr's fault- Hacks such as scraping address books- No current way to get the social graph without asking for it, choosing a proprietary platform, or only riding on the back of these social networks 16. So what about platforms?OpenSocial - None of these services interoperate (with rare exceptions of RSS support) - Not a new problem - OpenSocial is promising, though both Facebook and Netvibes UWA are successful 17. So what about platforms? Facebook OpenSocial Lots of talk of Facebook vs OpenSocial this past weekBill Tancer (hitwise)- Weekly market share- Adding MySpace and Six Apart 18. So what about platforms? Facebook OpenSocial Lots of talk of Facebook vs OpenSocial this past weekBill Tancer (hitwise)- Weekly market share- Adding MySpace and Six Apart 19. So what about platforms? Facebook OpenSocial Lots of talk of Facebook vs OpenSocial this past weekBill Tancer (hitwise)- Weekly market share- Adding MySpace and Six Apart 20. open platforms shouldn't be about big company political battles - This isn't about Facebook orGoogle, it is about the web itself 21. quot;IM Warsquot; - Their IM networks couldn't interoperate either - People were forced to pick one - Hacky solutions such as Trillian and Adium -- not real interoperability - Going where their friends are 22. Jabber / XMPP - Still evolving, but providing true interoperability between walled gardens - Even the Dude in his garage can participate 23. Jabber / XMPP - Still evolving, but providing true interoperability between walled gardens - Even the Dude in his garage can participate 24. Jabber / XMPP - Still evolving, but providing true interoperability between walled gardens - Even the Dude in his garage can participate 25. Jabber / XMPP - Still evolving, but providing true interoperability between walled gardens - Even the Dude in his garage can participate 26. Identity Silos - Have to create a new account everywhere you go - Poor security using the same password everywhere, hack one account get them all - Overwhelming 27. Identity Silos - Have to create a new account everywhere you go - Poor security using the same password everywhere, hack one account get them all - Overwhelming 28. - Decentralized identity - Reduce the number of accounts - Strongly protect your OpenIDs - Session dedicated to OpenID Wednesday afternoon 29. HOSTS- Examples of non-emerging technologies - Had to FTP a single quot;HOSTSquot; le around to resolve all names - Couldn't get to new sites until they were in the le and you fetched the updated le - Didn't scale 30. DNS- Changes automatically propagate - Made sysadmins happy - More complicated than a white-space line-break separated le, but it scales 31. Segregated Messaging - Most successful example of centralization -> decentralization - 1960s demonstrated at MIT, required all users be on the same server 32. EmailSMTP as you know it today - Took until the 1980s for SMTP to become popular - Couldn't imagine a World without interoperable email 33. Centralization- Social networks today are generally centralized- Remember the business model of quot;lock-inquot;- By making open platforms via open technologies, the social networks can become decentralized 34. Centralization (Why can't a LiveJournal user friend an Orkut user?)- Social networks today are generally centralized- Remember the business model of quot;lock-inquot;- By making open platforms via open technologies, the social networks can become decentralized 35. Centralization (Why can't a LiveJournal user friend an Orkut user?)(If Orkut supported OpenID and RSS they could!)- Social networks today are generally centralized- Remember the business model of quot;lock-inquot;- By making open platforms via open technologies, the social networks can become decentralized 36. Decentralization- But as history shows, technology becomes decentralized 37. it's harder (but we always get there) - Scale - Data duplication / re-entry - Business decisions (geeks want to do the right thing) - Interoperability standards 38. quot;Either social networks will keep their walls up to force individuals to choose, or they will openup in the hope that they'll get the customer even if their competitor does, too.quot;O'Reilly Radar - Dopplr, don't go there for everything - Not trying to steal users, let them go there - This is not a zero-sum game - Traditional network eects 39. quot;A lot that you have heard here is about platforms and who is going to win. That is Paleolithic thinking. The Web has already won. The web is the Platform.quot; Jeff Huber - Google (Web 2.0 Summit '07) - There won't be just one walled platform, interop is a must - This battle was tried in the 1990s and was lost - HTML, CSS, JavaScript, XML - There will be many social networks and social applications 40. quot;As long as people feel that if they don't like what we're doing they can just switch, then that keeps us honest and keeps everybody elsehonest as well.quot; Eric Schmidt (Web 2.0 Summit '06) - This year has had a trend reinforcing decentralization - With the move toward services in the cloud, data import/export is increasingly important - Good to see the large services understand this 41. Open Data is increasinglyimportant as servicesmove onlineTim O'Reilly (OSCON '07) - Hosted services change the quot;openquot; game - Data is as important as source 42. quot;Proprietary platforms based on the web are ice cubes. They can, for a time, suspendthemselves above the web at large. But overtime, they only ever melt into the water. Andmaybe they make it better when they do.quot; Anil Dash - Six Apart (Dashes.com 2007) - Embracing open technologies earlier will get you more later when others catch up - Proprietary platforms, like tried in the 1990s, don't survive forever 43. So to Recap... I like social networks and social applications I like my friends I hate nding my friends again Decentralized technologies end up winning The web is the platform OpenSocial allows light-weight applications to run on potentially thousands of social networks (more detailed talk at 15:50) 44. social graph (another type of user generated/owned data) - Social graph already exists as Zuckerberg said - Everyone is having to map it out - Every user is declaring their own maps - The user maps are THEIR data, not the services they're giving it to 45. people 46. relationships 47. people + relationships 48. social graph 49. Isn't it already portable? 50. Not really... My phone My address books My email addresses My IM accounts My 20+ social networks 51. They don't really talk to each other! 52. Translators(and many others) 53. Feed Aggregators(and many others) - Aggregating actions versus only content 54. Open Aggregators (and some others) 55. How are they open? Open standards (RSS, Atom, XFN, FOAF, hCard, OpenID) Publish, not just aggregate Manage my friends across networks and republish them for social applications - So via Lifestreams I can comment on a blog and have it published on the blog 56. What about privacy?(Tom may only be my friend on MySpace) 57. quot;Didn't you say privacy was harder?quot; 58. Yes, but still possible! 59. OAuth (emerging standard; quot;your valet key for the webquot;) - Standardized existing duplicate protocols from Google, Yahoo!, AOL, and Microsoft - Remove the need to ask for email provider passwords 60. What is OAuth? Distributed authorization Open community specication Converging proprietary specications fromFlickr, Google,Yahoo!, AOL, and Microsoft With the involvement of Flickr,Yahoo!, andGoogle!- Companies had very similar specs - Wouldn't use each others - Would use an open version from the community - Really important for sharing non-public data 61. How does it work? 62. I never gave Keynote myYouTube password 63. let's imagine a world 64. Of portable social networks 65. Of portable social networks 66. Of portable social networks 67. Of portable social networks - Already better today since Dopplr uses Microformats 68. Of portable social networksMyFriends.com- Already better today since Dopplr uses Microformats 69. Of portable social networksOAuthMyFriends.com- Already better today since Dopplr uses Microformats 70. OpenID says who and describes where ...to nd my services and data 71. OAuth keeps me in control 72. So how can we all make this happen?- Today you'll be laughed at if you say you're a blog site and have no RSS/Atom- Want to get to the same thing for social networks oering an analogous form of data interop- To make it just as easy to move it, share it, mash it up as it is with blogs 73. markup and share data- Microformats, FOAF, RSS, Atom, etc - Format wars don't benet users, we don't care where the curly braces go 74. import data- This is common 75. export data- This is not so common but many services do a good job 76. put the people in control- History shown - Network eects as David said - Decentralization 77. privacy is important(As seen on Facebook and others) - Just fully public or fully private doesn't cut it - Share with your friends 78. Email Hashing david@sixapart.com becomes b448b79a2380daec5578d8df767c7b639c745250 Protects against SPAM Doesn't protect against account linking Six Apart doesn't share your hash if you're not sharing you're email- Have to think about all aspects of privacy when running services 79. provide context outside your wallsif users want to link accounts, allow it...they may even link toyour service from another prole 80. Who does this right with XFN? Wordpress Twitter Pownce LiveJournal Google Proles TypePad Movable Type, LiveJournal, and Vox coming soon - Markup both on the service and outside the service - Context matters for XFN rel-me 81. TypePad 82. make your network more accessibleYou can't ght it forever...David beats Goliath - As seen with content, services will just scrape you if they want it - Proactively sharing while respecting privacy reduces your own server load - Talk of nasty hacks within the browser for uncooperative services 83. Real-time Stream ofRelationship Changeshttp://updates.elsewhere.im coming soon - As a way to make more accessible - Allows real-time relationship changes to be noted across services - Don't have to quot;pingquot; every news feed service that you're now friends with me 84. We Have the Tools Identity Data formats Distributed authorizationOAuth Distributed applicationsOpenSocial Translators Open aggregators Realtime data Streams, PubSub 85. Now we all need to weave them together! - Watch for developments in this space - quot;social graphquot; as a tag - O'Reilly Radar, TechCrunch 86. Questions?David Recordon Open Platforms Tech LeadSix Apart david@sixapart.com OpenSocial session today at 15:50 OpenID session tomorrow