Microblogging Tiny social objects on the future of participatory media
Jyri Engestrรถm jyri.jaiku.com
Top 100 English Web sites on Alexa 1. Yahoo 2. MSN 3. Google 4. YouTube 5. MySpace 6. Baidu (Chinese search engine) 7. Windows Live 8. Orkut 9. QQ (Chinese instant messenger) 10. Yahoo.co.jp (Japanese portal) 11. Wikipedia 13. Microsoft Corp. 14. EBay 15. Blogger 16. MegaUpload (file sharing) 19. Hi5 21. RapidShare 23. Amazon 26. TheFaceBook 29. Fotolog 30. Passport.net
31. Friendster 32. BBC Newsline Ticker 35. Internet Movie Database 39. Go 40. Craigslist 42. Flickr 48. CNN 50. ImageShack 52. AOL 54. PhotoBucket 59. Xanga (weblogs) 67. LiveJournal 70. Geocities 73. Adult Friendfinder 77. Apple 78. RapidShare 79. ImageVenueHosting 80. Digg 81. Alibaba (trade leads) 84. Rediff (Indian portal) 87. Googlesyndication 92. Skyblog 94. Adobe 96. Starware 97. About 98. Sourcefourge
An increasing number of the most popular services are built on user-generated content.
This talk has 3 parts
1. The case for social objects 2. Five principles for building services around them 3. My take on the next wave
butterfly, butterfly fly in the sky butterfly, butterfly flies so high butterfly, butterfly lands on my thigh butterfly, butterfly motionlessly lies butterfly, butterfly gracefully dies
$580M
Is MySpace another butterfly?
The sites that fail are just ‘social networks’
The sites that work are built around social objects
Think about the object as the reason why people connect with each particular other and not someone else
Flickr did it to photos
Delicious did it to bookmarks
Amazon did it to books
The focal object on MySpace is music
How does one build a service around social objects?
5 key principles
1. Define your object
When we first launched Flickr, it was a Flash application that was mainly just a chat environment with real-time photo sharing. As we started adding features to the site itself, like pages that hosted the photos so that people could visit them at a unique URL, we had a lot more success with that. People responded to it, and the site began to grow.
Eric Costello
Think about the objects on these services
2. Define your verbs
Silent selling on Igglo
3. Make the objects shareable
E-mailable permalinks http://www.flickr.com/photos/jyri/315809759/ http://youtube.com/watch?v=XhXvlLiVXCo http://en.wikipedia.org/wiki/Social_network
Thumbnails and widgets
Actual files
4. Turn invitations into gifts
PayPal example
Skype example
5. Charge the publishers not the spectators
Habbo Japan example
Freemium business model
Quick Checklist 1. What is your object? 2. What are your verbs? 3. How can people share the objects? 4. What is the gift in the invitation? 5. Are you charging the publishers or the spectators?
What will be the Next Big Thing in participatory media?
Can anything disrupt blogs?
Preconditions of a disruptive innovation: 1) Simpler or 2) Cheaper or 3) Frees from need to go to inconvenient place
?
Preconditions of a disruptive innovation: 1) Simpler or 2) Cheaper or 3) Frees from need to go to inconvenient place
Jaikus = short posts to the people who follow you
Preconditions of a disruptive innovation: 1) Simpler or 2) Cheaper or 3) Frees from need to go to inconvenient place
“Can you talk?” “Where are you now?”
Latest Jaiku
Availability (ring profile) Where you are (freely named cells) Who you’re with (Bluetooth) What you’re planning next (calendar)
Preconditions of a disruptive innovation: 1) Simpler or 2) Cheaper or 3) Frees from need to go to inconvenient place
“The Mass-Starbucksization of Nearly Everything”
Social objects “to go�
Web communities
Microcontent
A river of updates from the people you follow
A river of updates from the people you follow
A river of updates from the people you follow
A river of updates from the people you follow
A river of updates from the people you follow
A river of updates from the people you follow
A river of updates from the people you follow
A river of updates from the people you follow
Blog post
1 per week
Photo
1 per day
Jaiku
1 per hour
Occasional
Continuous
Beat
Hum
Particle
Wave Videos
Blog posts
Photos Microblogging Presence
crisis
“The future’s here, it’s just not evenly distributed yet.”
Is it free? Is it quick & easy? Is it cross-device & multi-channel? Is it everyday? Does it bring people closer together?
Last but not least an announcement
Dankjewel.
jyri.jaiku.com