Jyri Engestrom – Microblogging (Tiny social objects on the future of participatory media)
An increasing number of the most popular services are built on user-generated content. Where is this mega-trend going?
Three parts to the talk:
- The case for social objects
- Five principles for building services around them
- My take on the next wave
- Many portal sites spring up and die out very fast, much like the life of the butterfly.
- Myspace gets a vast amount of money and now needs to… do what? Grow? Keep going?
- Firefly, sixdegrees, Friendster – all peaked and fell..
- The sites that fail are just ‘social networks’ [Is this why Facebook is trying to branch out]
- 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.
- The focal aspect of MySpace is Music – it does actually have one. It’ll thrive if it doesn’t lose the vision of its true social object.
Part 2: Guidelines for developing these services.
- How quickly can you work out what the social object of this site is?
- When Flickr started, it was GNE.
- Only by studying the service did they see that “just photos” could be a good starting point.
- How quickly can you work out what the verbs are?
- Add new event
- Add a trip
- Sometimes the technology allows a new verb to emerge.
- On Igglo (finnish only, igglo.com real estate)... invent the verb “silent selling” – you can put your house on the site as a silent-sell (if you leave an offer, I might take it) rather than (I am actively trying to get rid of this.)
- Make your objects shareable
- Emailable permalinks
- Thumbnails and widegets
- Actual files
- Turn invitations to gifts [love it]
- Paypal: enabling $10 deposit on account of invited-users.
- But it doesn’t need to be something you can measure in money.
- Skype providing two CD/headsets per pack… and the gift is saving money.
- Charge the publishers, not the spectators.
- Paying not for playlists, but for right to publish playlists…
- Habbo Hotel originally in Japan – monthly subscription model. But later changed to basic-free-service, pay-for-furniture.
- “Freemium” business model.
Part 3: What do you think will be next for p.media?
- What could disrupt blogs?
- Something that is:
- Frees you from need to go to inconvenient place
- Jaiku – makes sociality simpler. Induces beer, etc.
- Makes something simpler – do it from more devices (IM, mobile, API)
- Jaiku provides context of where they are based on where they are, who they’re with, what they’re planning, what their ring profile is.
“The Mass-Starbucksization of Nearly Everything”
“Social objects to go” – making coffee portable, transportable, disposable.
- Flow between the “Occasional” objects – videos, blog posts, beats and particles
- and the “presence” objects – twitters, hums and waves
- Is it free
- Is it quick and easy
- Is it cross-device and multi-channel?
- Does it bring people closer together?