Google and the Social Web (Mexico City Dev Fest 2010)

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The slides from my talk "Google and the Social Web". A screencast of this talk is also available: http://www.vimeo.com/10958695

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<ul><li> 1. messina@google.com @chrismessina factoryjoe.com </li></ul><p> 2. @chris.messina buzz.google.com/chrismessina @chrismessina #devfest Hello.Here are some useful coordinates before we begin: chris.messina on Buzz; chrismessina on Twitter.The hashtag is #devfest 3. Google y la Web Social 4. Google Search Im Feeling Lucky So Google is thought of by most people to be a search company. But its actually an information company.Even still, theres no reason why Google shouldnt do more to enhance its information products with social information, helping to make more information thats relevance, timely, and useful available to everyone. 5. Google Search Im Feeling LuckySocial So Google is thought of by most people to be a search company. But its actually an information company.Even still, theres no reason why Google shouldnt do more to enhance its information products with social information, helping to make more information thats relevance, timely, and useful available to everyone. 6. chris messina Google Search Im Feeling LuckySocial So Google is thought of by most people to be a search company. But its actually an information company.Even still, theres no reason why Google shouldnt do more to enhance its information products with social information, helping to make more information thats relevance, timely, and useful available to everyone. 7. ? but theres still a question about what this should really look like. And a question about the right way for Google to get involved with and help advance the social web. 8. Google Social Products But Google has always had social products. From Google Talk to Reader to Docs... 9. Google Social ProductsGoogle Talk Google Reader Google DocsBut Google has always had social products. From Google Talk to Reader to Docs... 10. Google Social ProductsSearchCommunicate, show &amp; shareBlog Search Blogger Find blogs on your favorite topicsShare your life online with a blog - it's quick, easy and freeEarth Calendar Explore the world from your computerOrganize your schedule and share events with friendsMapsDocs View maps and directionsCreate and share your online documents, presentations and spreadsheetsWeb SearchGoogle Mail Search billions of web pagesFast, searchable email with less spamGroups Create mailing lists and discussion groupsOrkut Meet new people and stay in touch with friendsPicasa Find, edit and share your photosReader Get all your blogs and news feeds fastSites Create websites and secure group wikisTalk IM and call your friends through your computerTranslate View web pages in other languagesYouTube Watch, upload and share videos but in fact, theres a much broader social story at Google it just hasnt revealed itself with the same degree of obviousness that we see elsewhere in the industry. 11. In fact its important to keep in mind that Googles original algorithm, called PageRank is Googles original social web product. How so? 12. PageRank can be thought of as a modelof user behavior.Sergey Brin and Larry Page, 1998 Well, in the original academic paper that described PageRank, Larry and Sergey said that PageRank can be thought of as a model of user behavior. 13. At the time, the user model that they were describing was that of a user following links from one site to another the follow your nose model of the web of links. From this kind of user behavior, the algorithm for PageRank was derived (click).While that model has changed over time, the basic premise that links indicate a social signals remains relevant. 14. At the time, the user model that they were describing was that of a user following links from one site to another the follow your nose model of the web of links. From this kind of user behavior, the algorithm for PageRank was derived (click).While that model has changed over time, the basic premise that links indicate a social signals remains relevant. 15. At the time, the user model that they were describing was that of a user following links from one site to another the follow your nose model of the web of links. From this kind of user behavior, the algorithm for PageRank was derived (click).While that model has changed over time, the basic premise that links indicate a social signals remains relevant. 16. The signals that were once embedded in static HTML pages that could be crawled at ones leisure are now predominantly being shared in social streams. And more importantly, the make up of social streams differs per person which leads to an incredible opportunity to improve personalization and the relevance of search results. 17. The signals that were once embedded in static HTML pages that could be crawled at ones leisure are now predominantly being shared in social streams. And more importantly, the make up of social streams differs per person which leads to an incredible opportunity to improve personalization and the relevance of search results. 18. and so google can use those signals to personalize your search results, as they do with the social circle feature. 19. and so google can use those signals to personalize your search results, as they do with the social circle feature. 20. which brings us to Buzz, Googles latest baby entry into the social web. 21. This is what Buzz looks like in Gmail, in case you havent seen it. 22. it also gives you a nice way to interact with media right from within buzz. 23. Announcing Buzz This Buttons 24. http://j.mp/buzz-this-api 25. Google Buzz and the social web 26. The best way to get a sense of where the Buzz API is heading is to take a look at http://code.google.com/ apis/buzz/. You'll notice that the coming soon section mentions a ton of protocolsActivity Streams, Atom, AtomPub, MediaRSS, WebFinger, PubSubHubbub, Salmon, OAuth, XFN, etc.DeWitt Clinton, Google Photo by Joi ItoThe best way to get a sense of where the Buzz API is heading is to take a look at http:// code.google.com/apis/buzz/. You'll notice that the coming soon section mentions a ton of protocolsActivity Streams, Atom, AtomPub, MediaRSS, WebFinger, PubSubHubbub, Salmon, OAuth, XFN, etc. 27. What it doesn't talk much about is Google. That's because the goal isn't Google specific at all. The idea is that someday, any host on the web should be able to implement these open protocols and send messages back and forth in real time with users from any network, without any one company in the middle. DeWitt Clinton, Google Photo by Joi ItoWhat it doesn't talk much about is Google. That's because the goal isn't Google specic at all. The idea is that someday, any host on the web should be able to implement these open protocols and send messages back and forth in real time with users from any network, without any one company in the middle. 28. What it doesn't talk much about is Google. That's because the goal isn't Google specific at all. The idea is that someday, any host on the web should be able to implement these open protocols and send messages back and forth in real time with users from any network, without any one company in the middle. DeWitt Clinton, Google Photo by Joi ItoWhat it doesn't talk much about is Google. That's because the goal isn't Google specic at all. The idea is that someday, any host on the web should be able to implement these open protocols and send messages back and forth in real time with users from any network, without any one company in the middle. 29. The web contains the social graph, the protocols are standard web protocols, the messages can contain whatever crazy stuff people think to put in them. Google Buzz will be just another node (a very good node, I hope) among many peers.DeWitt Clinton, Google Photo by Joi ItoThe web contains the social graph, the protocols are standard web protocols, the messages can contain whatever crazy stuff people think to put in them. Google Buzz will be just another node (a very good node, I hope) among many peers. 30. The web contains the social graph, the protocols are standard web protocols, the messages can contain whatever crazy stuff people think to put in them. Google Buzz will be just another node (a very good node, I hope) among many peers.DeWitt Clinton, Google Photo by Joi ItoThis is really important. The goal of Google Buzz, while on the one hand is create an excellent social experience on the web, is also to adopt and make use of technologies that expand the size and participation on the social web. 31. What is the social web? 32. Image from the Opte ProjectSo if this is the web, its important to understand that the goal is NOT for Google to own the web. On the contrary... [CLICK] 33. { } Image from the Opte ProjectSo if this is the web, its important to understand that the goal is NOT for Google to own the web. On the contrary... [CLICK] 34. { } Image from the Opte ProjectSo if this is the web, its important to understand that the goal is NOT for Google to own the web. On the contrary... [CLICK] 35. Image from the Opte ProjectSo if this is the web, its important to understand that the goal is NOT for Google to own the web. On the contrary... [CLICK] 36. Image from the Opte Projectthe goal is for there to be many different players on the open web, providing choice for people, and competing to offer the best services around.And this isnt just for the bigger or more popular services. The goal is for a much larger, more interconnected social web to grow larger. 37. Image from the Opte Projectthe goal is for there to be many different players on the open web, providing choice for people, and competing to offer the best services around.And this isnt just for the bigger or more popular services. The goal is for a much larger, more interconnected social web to grow larger. 38. Image from the Opte Projectthe goal is for there to be many different players on the open web, providing choice for people, and competing to offer the best services around.And this isnt just for the bigger or more popular services. The goal is for a much larger, more interconnected social web to grow larger. 39. The web is better when its socialThe web is better when its social.And that means that we want to make sure that every page and site on the web can offer social functionality, and compelling social experiences. 40. What do I mean by social? its about enabling new verbs on the web... verbs like follow, share, discuss, comment, mention, like, rate, 41. I saw this in a local supermarket back home in San Francisco.Ive seen similar signs all over the Mission, where I live. 42. This is where the social web begins an invitation from the real world to join others online.But the social web is about much more. However... 43. Find us on FacebookFollow us on TwitterThis is where the social web begins an invitation from the real world to join others online.But the social web is about much more. However... 44. Engagement &amp; interaction This is where the social web begins an invitation from the real world to join others online.But the social web is about much more. However... 45. Consuming Participating Source: groundswell.forrester.com ...current trends indicate a 1-10-90 (the math doesnt add up, no) split on creators, commentors, and consumers.our challenge is to ip that trend [CLICK] to help people feel more comfortable sharing online. 46. ParticipatingConsuming Source: groundswell.forrester.com ...current trends indicate a 1-10-90 (the math doesnt add up, no) split on creators, commentors, and consumers.our challenge is to ip that trend [CLICK] to help people feel more comfortable sharing online. 47. Google has developed OpenSocial and Friend Connect with that challenge in mind... and has found some positive successes.But were not done yet. In fact, Id argue that were just getting started. 48. There are 40 or more active OpenSocial containers ...representing 820 million users worldwide (June 2009) 15,000 OpenSocial applications running on these social networks 315M+ app installs across these social networks Google has developed OpenSocial and Friend Connect with that challenge in mind... and has found some positive successes.But were not done yet. In fact, Id argue that were just getting started. 49. There are 40 or more active Tens of thousands of sites and OpenSocial containers millions of blogs are using Friend Connect, and these numbers ...representing 820 million users continue to grow. worldwide (June 2009) 9 million 30-day-active friend 15,000 OpenSocial applicationsconnected sites (December running on these social networks2009) 315M+ app installs across these 160,000 joins/day (which is social networks &gt;1/second) (December 2009) Google has developed OpenSocial and Friend Connect with that challenge in mind... and has found some positive successes.But were not done yet. In fact, Id argue that were just getting started. 50. OpenSocial, Friend Connect, and the middle Site ComplexityLong tail The way I see it, Google has already invested a considerable amount of resources working with partners to develop technology for the head of the tail the OpenSocial containers.Google has also worked hard on Google Friend Connect.Its the middle here that were looking at working on now whose needs will be covered by a series of emerging, open building blocks that we call the social stack. 51. OpenSocial, Friend Connect, and the middle Site ComplexityLong tail The way I see it, Google has already invested a considerable amount of resources working with partners to develop technology for the head of the tail the OpenSocial containers.Google has also worked hard on Google Friend Connect.Its the middle here that were looking at working on now whose needs will be covered by a series of emerging, open building blocks that we call the social stack. 52. OpenSocial, Friend Connect, and the middle Site ComplexityLong tail The way I see it, Google has already invested a considerable amount of resources working with partners to develop technology for the head of the tail the OpenSocial containers.Google has also worked hard on Google Friend Connect.Its the middle here that were looking at working on now whose needs will be covered by a series of emerging, open building blocks that we call the social stack. 53. OpenSocial, Friend Connect, and the middle Social Stack Site ComplexityLong tail The way I see it, Google has already invested a considerable amount of resources working with partners to develop technology for the head of the tail the OpenSocial containers.Google has also worked hard on Google Friend Connect.Its the middle here that were looking at working on now whose needs will be covered by a series of emerging, open building blocks that we call the social stack. 54. OpenSocial, Friend Connect, and the middle Social Stack Site ComplexityLong tail The way I see it, Google has already invested a considerable amount of resources working with partners to develop technology...</p>