A brief introduction to social media and Open Social, with an emphasis on enterprise use cases. Are you able to engage with customers when they're ready to act? - Social Applications Background - Social graph intro - Federated Social Network - Evolution of social networks - Customer reach - How your company is represented on the social web - Social Application Development - Defining characteristics of social applications - Opensocial simplified application architecture - Opensocial application hosts

1. Social ComputingA Quickstart Kit Sharma Diisclaimer: “Some of the individuals posting to this site, including the moderators, work for Cisco Systems, Inc. Opinions expressed here and in any corresponding comments are the personal opinions of the original authors, not those of Cisco.” kitsharm@cisco.com http://twitter.com/kittosharma 1 © 2008 Cisco Systems, Inc. All rights reserved. Cisco Public Innovation – Open/Social Quick Start

2. Social Computing –Agenda How Why What

3. Social Computing You Friend of a Friend Friend Social computing is a way to generate value through understanding how we are connected to each other, and then applying knowledge of those connections

4. Why do we care? We can scale our reach immensely. IBM Individual GE Business Relationship Network Membership College Children’s Activities Personal Interest Personal Relationship Social Network (Facebook, Yahoo, etc) FederatedSocialNetwork Social Network Membership Cisco

5. How else is social computing different? Social applications are based on relationships and activity. Behaviors that make successful relationships, translate directly to social applications. Concept Source: Social Media Goes Corporate, Joel Postman

6. Social Network Computing – A Timeline The market is evolving, and entering the enterprise. 2004/5 5Across facebook Cisco Others OpenID Adoption Hi5 Acquisition Lotus Notes MySpace facebook MySpace LinkedIn Hi5 Yahoo Launch Orkut FOX salesforce.com IBM Partner Launch Acquisition salesforce.com MySpace 25 Others OS Adoption Ebay Orkut (google) OpenSocial GMail force.com Launch Eos facebook Lotus Notes twitter GMail Cisco Launch OS Adoption Launch <2003 2006/7 2008 2009 Partner Launch

7. Social Networking – Customer Reach Social networks have immense participation. Open Social taps the cumulative power of networks. # Registered Users 1,000,000,000 + Others 250,000,000 2,000,00 Google Yahoo Facebook Potential Reach Sources: facebook.com, comscore

8. Social Networking – Typical Pageviews Let’s verify actual engagement in sites. % of global internet traffic daily page views 6 Google (mail) 4 Facebook Yahoo(mail) 2 MySpace +230%/3mo Twitter * Twitter: excludes api usage Jul Oct 2009 Jan Jul 2008 Apr So, social networks constitute around around 10% of daily page views. Mail services include social aspects like id, network relationships, etc. Source: alexa.com

10. Group search

11. Do you have a company policy?

12. Registered Users

13. Traffic

14. Search

15. Basic sentiment analysis ( , )

16. How is your company represented?

17. Officially?

18. Unofficially?Sources: twitter,facebook, linkedin

19. Portal Competency Center – Innovation TrackOpenSocial – Use Case Concept Examples Customer registers product on company website Customer enters OpenID Auto-complete name, address, using OpenSocial Source Identify social communities & tools employees use (Yammer, Twitter, IM) Identify key terms for sentiment analysis (great, bad…..) Search platform Develop ‘SEO/#Tag’ plan for community & leaders Identify optimal ‘tweet’ times, and relevant retweets(rt)’ Tweet ! Suggested Sources: hashtag.org, twitalyzer, twitterholic…

20. OpenSocial – What is it? OpenSocial Compliant Non-Compliant with OpenSocial

21. OpenSocial – How Social Applications are Developed

22. Social Applications – Before development begins Deploy and promote your service to targeted networks Learn about the people you’re trying to connect with, use their public profile Create content and activity connecting people

23. OpenSocial – Simplified Application Architecture Client: Browser, Mobile OpenSocialRPC External Service App Server Social Network Host

24. OpenSocial Intro: Application Host Environment OpenSocial Application Host Application Renditions: Views Canvas Profile Home Preview OpenSocial Container: shindig Manage App Data Manage Apps App Directory Storing Activities Manage Activity Streams OpenSocial API’s/Services Manage Friends Social Data Repository

25. OpenSocial – Intro: Social Network Host Examples Canvas Social Network Host Canvas Profile Preview Profile Home Application Canvas Manage App Data Application Application Google Container Views MySpace Container Views Yahoo Container Views App Directory Storing Activities Manage Activity Streams OpenSocial API’s/Services Manage Friends Social Data Repository

26. Final Thoughts “ Open/Social is a way to connect with 1 billion people, in a personalized way.” Are you listening to your customers and partners, and responding when appropriate? Is access to 1,000,000,000 people, with access to personal preferences, interests, and networks, relevant to your business? Would knowing more about your co-workers and partners help you be more effective? Is information about your company on social network’s relevant to you? Do you need to engage people when they’re available, interested, and ready to act?

27. Supplemental Information Open Social Glossary Sample Social Data: Customer Identity and Insight

28. A. Open Social – Glossary

29. B: Social Data – Customer Identity and Insight Consumer Corporate