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The Future of the Social Web [Shared]

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Ali Alatas

on 28 June 2016

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Transcript of The Future of the Social Web [Shared]

The
F
u
t
u
r
e
of the Social Web

I recently polished a report called ‘The Future of the Social Web’ and I interviewed 24 companies like MySpace, Google, Facebook, Twitter, Neebo and Microsoft to find out what do you think what will going to happen in the next 5 years.
But you know what, nobody can tell me past for. It is just moving so quickly you can’t see it.
But when you boil it down there is actually 5 eras of the Social Web.
The first era is called ‘The Era of Social Relationships’. And we have already done that in a matured state. This is when people connect to each other and share information on LinkedIn or on Facebook or even on MySpace.
The second era is ‘The Era of Social Functionality’ and we entered that era about 2 years ago. And this is when social network become like operating systems. What does that mean? It means that 3rd party companies and developers can build applications and widgets and put them on top of Social Network.
I give you an example, like Facebook FA platform. People build a scrabble game, Scrabulous, or Exme (?), with which you throw silly things to people. Or in LinkedIn you can share documents with people. This is an example of social functionality. People are getting more things done by working together.
The third era which we have just entered and this is what we looking for in the future is ‘The Era of Social Colonisation’ and new technologies are coming around like Facebook Connect and Open ID, that allow the every single webpage on the web are on the internet to be social.
And this means that every single product, every product page, even when a company or media site doesn’t chose to participate, will be social.
As you walk around the city you can access your mobile device and find out what your friends think about that restaurant and what do you think and this impacts how the people making decisions. That is an unstoppable force that’s coming.
The fourth era is ‘The Era of Social Context’. So now you have this ID, this profile that you can take with you, maybe it is a Microsoft ID or a Google one or a Facebook, one that you trust. In the future you can choose to share pieces of your profile, of that information to different websites or companies or ecommerce sites.
In exchange for a more personalized experience so I can share ‘Hey, I am an Asian male in the bay area as mentorist and I like these types of things’. So if I go to a large site like eBay or Craigslist you can surf up information without me even having to register. Information becomes a lot more relevant, and so is advertising.
And the last era is ‘The Era of Social Commerce’. Essentially this is when communities start to look and behave like companies and brands on their own. What we have already seen is communities doing group buy where they can work together to bring down the price. That is just the start.
In the future they start to identify their pains and then they going to start collaborate among themselves and identify what should the ideal product look like to meet and need those pains.
In the furthest context of this are these communications will actually go to brands with expecting hand. Here is the type of bicycle, this mountain bike that we want you to build, but you like to bid for our business and we will give it to you and your competitors, let us know and maybe we will buy it.
So the future of the social web, to tight things up. The power is shipped into the communities. So for brands to be really relevant in this they need to join those communities to participate as quickly and as fast as they can.
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