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To graph or not to graph presentation by Kevin Bradshaw of Zendit at the Turing Festival, August 2011.
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The Social Web:To Graph or Not to Graph?
Kevin BradshawCEO/Founder, Zendit
Turing Festival, EdinburghAugust 2011
About Zendit
• Formed 2009• Previous : i-play, PlayPhone,
Limewire, Buzzd• Digital engagement products• Cloud platform• Services on all digital devices• Self-funded and profitable (almost)
Quiz:Describe Facebook,
without using the words“social” or “network”
Disclaimer
• I’m 41 with a wife and a 2-year old• I’m generally a bit grumpy anyway• Have been in tech startups for 15 years• First company sold for $100M• But I didn’t get much of it• All of it has gone back into other startups• Start-ups are really hard, then Google
does it• It’s lunchtime and I’m hungry too
Alternate titles
Facebook:Are we “friends” now?
LinkedIn: Is this networking?
Twitter: Is that pseudo-code?
Google+: Most people I know are squares,
they don’t fit into circles.
Suggested Circles
• People Who Just Woke Up
And Are Overly Optimistic
About What The Day Holds
For Them
• Inexplicably Shirtless Profile Picture People
• Bible Quoting Relatives
• “Tao of Pooh” Quoting
Relatives
• Girls Who Link To Every Cat Video In The History Of The Internet
• TGIF! Dude• Old High-school Friends
You Wouldn’t Recognize If They Were Sitting Next To You
• Relatives Who Quote Anything
• Anyone Who Quotes Anything
Source : WSJ and Author
What is the social graph?
• Exposing connections connections–Who follows you on Twitter and who follows
them–Who’s your friend on Facebook and who are
their friends
• Exposing connections connections content–What’s on your friends wall?
• Billions of $ bet that this is valuable• Is it?
We want to talkBut we are not having
conversations
Opinions
• Many social networks are not very social, they are just marketing channels – personal or corporate
• We’re mostly lonely• Or we are looking for endorsement of
opinion• Unlikely to spend time with these people in
real-life• Don’t care about my friends friends• Don’t want to follow my toothpaste on
Facebook, it seems a bit silly
Directions
• Ad-hoc groups and topics• Non-persistent relationships• Easier (by-product) OR harder (no
broadcasting) to drive influence• Contextual – especially local• Productive – especially rewarding
A couple of new services
Zendit Beerdog
Zendit: Ad-hoc, local, contextual, “harder”
• No social graph– no wall– no friends– no broadcasting
• Find or start a conversation nearby• Public or private – and changeable• Add people, add stuff – images, video and
chat• You need to choose who is in a
conversation• You can remove a user from a
conversation
Splash
Personal
Nearby
Conversation
Options
Beerdog:Local, focused, “easier”, rewaring
• I want a beer• I want it now• It had better be good• My friends know about beer, I’ll see what
they are drinking and where• I am totally uninterested in anything else
right now, get me a beer
Splash
Activity
Beer
Dog
Summary
• Growth of major social networks based on the social graph
• But I don’t find them very social and there’s a question over how valuable the graph is
• Interesting services coming which do and don’t use a graph
• Interest-focused, ad-hoc, location-aware services are emerging