I attended the SNAP Summit 2.0
on March 25th at the Commonwealth
Club. While I had a lot to write about my experiences there,
I was not able to sit down to do so until today. However, as I have mentioned
in the past, this topic of Social Networking and Web 2.0 is
fresh enough that even an almost month delayed blog entry remains
relevant.
Besides, I wanted to get this entry in before I wrote about the Web
2.0 Expo that I will attend later this week :)
First, I should mention that all the slides for the event have been posted.
Joshua Porter, of bokardo design talked
about the 5 major principles in Effective Social Interaction Design:
Personal Value precedes network/social value.The example
here is del.icio.us,
where the user gains personal value by creating
the social bookmark.
Tie Behavior to identity. The example here is seller
feedback on eBay.
Give Recognition. The example here is digg.
Another example
he gave here was threadless.
Show causation. We have seen this with Netflix.
To get the best suggestions, rate the movies that you have seen.
Leverage Reciprocity. We have seen this with LinkedIn.
To get a recommendation on your profile, you give a few yourself.
Jim Benedetto, of MySpace taked about
the MySpace Developer Platform. He talked about their commitment to OpenSocial.
They have 200m users. They recently launched their developer platform
and provide the applications access to information on a member's
profile page in a safe, secure manner. They also have some technology
(including a Javascript sanitizer called Caja)
to ensure that applications are safe to run. He also talked on the
business side of Social Platforms. He said that with their
Hyper-Targeting technology, they have the ability to deliver directly
targeted ads.
BJ Fogg gave an
excellent presentation on Mass Interpersonal Persuasion (MIP). He
claimed that Facebook is changing the behaviors of people through the
psychology of persuasion. Not since the radio was invented in the 1890s
has there been this significant an advance to change attitudes and
behavior through persuasion. He talked about the six components of MIP:
Persuasive Experience. To install, use, invite, comment,
customize, join
Automated Structure. Do not leave persuasion to chance and
deliver it with fidelity
Social Distribution. Applications must have a social angle
and credibility matters
Rapid Cycle. This builds momentum and enthusiasm - which in
turn feeds into a higher rate of involvement
Huge Social Graph. This can result in broad adoption
Measured Impact. Instrument and measure everything (how
many times the app was installed/run, etc.). It is also important to
iterate constantly.
He compared how the other (familiar) genres of persuasion
(Urban Legends, Chain Letters, Networking, email Forwarding, Software
Virus) use these components. None of them have all six
components come together in a single system.
Finally, Dave Morin of Facebook talked about the Facebook platform.
There are 67m active users on Facebook. Half of them are outside the
US. 100+ applications get added every day! There are 300k developers
with 30k applications. He mentioned the $10m fbfund through Accel and
Founders Fund. He said that they were looking at creating long term
value by offering:
A Frictionless platform. This allows developers to gain
trust, provide valuable information and show meaningful activity.
Leveraging the social graph. This enables asynchronous
conversations with the people in your social graph.
World class applications. Increased utility and
functionality of applications. They will provide commerce functionality
to applications with developer APIs and secure purchasing
Tuesday Apr 22, 2008
