1. Web 2.0: Trends and Controversy in User Created Content and Social networking. Clayton Badeaux Pooja Bhandari

2. Agenda Web 2.0 Social Networking  Major Players  Trends  Facebook  Controversies User-Generated Content  Major Players  Trends  Controversies References

3. “Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as a platform, and an attempt to understand the rules for success on that new platform” – Tim O’Reilly, Web 2.0 Conference 2004. Technology Web 2.0 uses AJAX, XML, RSS, and other technologies to create features of Searching, Linking, Authoring, Tags, Extensions and Signals. Philosophy Web 2.0 provides a “network as a platform” philosophy that encourages an architecture of participation.

4. Social Networking What is Social Networking? History  Theglobe.com (1994)  Classmates.com (1995)  SixDegrees.com (1997)  Trust-Based, Friendship-Based models (1999)  Friendster, MySpace, Bebo (2002-04)  Facebook (2004-05)  Yahoo! 360° (2005)

6. Trends Joe Kraus, Google's director of product management Discovery: from solitary to social  Putting a status message  Waiting for people to chime in to help you  Google’s initiative in social search

7. Trends Contd.. Sharing: from active to passive  Emails High social activation energy Share less  Separating access to content from notification Sender publishes Receiver’s choice Share more Sites like Facebook, Flickr

8. Trends Contd.. Social: from site to web-wide  “Do” at a site  User Generated Content  Hubs of activity  Identity Fragmented  How to be “more social”?  Google Friend Connect

9. Trends Contd. OpenSocial  Over 200 Social Networks  One profile  Associated “social graph” Recent Standards  OpenID for identity OpenID  OAuth for API authorization OAuth  OpenSocial for building cross- site apps OpenSocial

10. Trends contd.. Aka-aki  Members know when they're near one another  GPS technology (Bluetooth) in cell phones  Diary of encounters Google's newly launched Android cell phone  Life360, a location-based system  Commandro, a social networking application

11. Facebook History  Harvard University  The Facebook  Facebook Features  Wall  Status  Photos  Videos  News Feed  Chat  Notes Figures  150 million users  15 million users update their status daily  850 million photos added per month  120 friends per user on average Key Roles Played  Barack Obama presidential campaign

12. Controversies Facebook’s Advertising Initiative Backlash from privacy advocates and users Users’ privacy concerns

13. Controversies Change in Facebook’s content ownership policy Privacy concerns Site users risk losing control of personal information Careful on what to post online

14. Controversies Enterprises scrutinize social networking sites to vet job applicants Violation of enterprise’s antidiscrimination policies Information on social networking sites may not be verifiable  Bogus profiles  False details

15. User-Generated Content Also known as “Conversational Media”, UGC is a key characteristic of Web 2.0, and the audience is prevailing today with accessible media, tools, and applications. Examples of UGC: Blogs Video & Image sharing Discussion Boards & Wikis Social Networking News Sites E-Commerce Rating and Product Discussion

17. Trends in User Generated Content Several business trends have appeared regarding UGC, related to both marketing and sales, and product support and services. We will address each trend separately, but they are often integrated in their execution. Gartner Hype Cycle Changing Business Models Targeted Advertising Viral Marketing

18. Trends: Gartner Hype Cycle

19. Trends: Changing Business Models Business models should take account the impact of the web in all key business processes. Taking into account collective intelligence, networking, and cloud computing all effect the effectiveness of business models. While Web 2.0 emphasizes the consumer facing web, the business-to-business impact is increasing. Emphasis of web-centric management of divisional manufacturing, procurement and global micro-business. Software as a service, cloud computing, and Web platform capabilities reinforce outsourcing and focus on core competency. Community collaboration and network based intelligence are driving business innovation, such as the viral dissemination of information through committed communities of web users.

20. Trends: Targeted Advertising Targeted Advertising functions by conveying advertising appropriate to the subject of the content. Examples include: Google search and application advertising Amazon recommendations Forum/review content advertisements (such as gaming advertisements on gaming review websites).

21. Trends: Viral Marketing Viral marketing uses social networking and word of mouth advertising to create market demand for a product or service. This is also called “grassroots” marketing, and has been made easier by the growth of social networking sites such as MySpace, Twitter, and Facebook. Examples: President Obama’s 2008 Election Campaign Movie and Product Facebook Groups MySpace’s Music Referral Service

22. Controversy: Business Integration Business integration of user generated content has been difficult and controversial for traditional business. The Gartner group has identified the following key points to successful integration: Do not dismiss social software as a productivity plague. Understand the risk and benefits of user generated content systems in your business processes and enterprises. Assess the unique challenges facing UGC in the enterprise, and... Prepare a strategy for introduction and integration of these new systems and technologies.

23. Controversy: Copyright Copyright of user generated works has continued to be controversial. Sites including Facebook, TurnItIn.com, YouTube, and Digg have all faced legal threat or action regarding the copyright of content uploaded by users. User vs. Website TUSD vs. TurnItIn.com (2006) Facebook TOS revision (2/15/2009) 3 rd Party Content Owner vs. Website DMCA Violations (YouTube, Veoh, others)

24. Controversy: Copyright User vs. Website Federal courts dismissed one of the current lawsuits vs. TurItIn.com saying that despite the archiving of a students complete work in their database it was used in a “transformational system” which prevented the students copyright from being violated. Facebook’s revised Terms of Service never reached a court, as the backlash from their user base was so extreme that the changes were reverted within a few days to a previous version pending a new more community friendly revision being authored.

25. Controversy: 3 rd Party vs. Site Owners The Digital Millennium Copyright Act (DMCA) has been a source of conflict and frustration since it was signed into law. Safe Harbor Provision Takedown notices Burden of Proof Content Creators and the DMCA Definition of Fair Use Response to Takedown

26. References http://en.wikipedia.org/wiki/Social_networking Google's view: Three trends in social networking, http://news.cnet.com/8301-17939_109-9970053-2.html http://news.cnet.com/8301-17939_109-9970053-2.html http://www.opensocial.org/ Yahoo, Google, MySpace form nonprofit OpenSocial Foundation, http://news.cnet.com/8301-13577_3-9902585-36.html http://news.cnet.com/8301-13577_3-9902585-36.html Social networking site to use state of the art technology, http://www.cnn.com/2009/TECH/02/03/myspace.sex.offenders/index.html?ir ef=newssearch http://www.cnn.com/2009/TECH/02/03/myspace.sex.offenders/index.html?ir ef=newssearch Future of social networking collaboration, German company aka-aki's mission, http://www.cnn.com/2008/TECH/science/09/26/social.networking/index.html ?iref=newssearch http://www.cnn.com/2008/TECH/science/09/26/social.networking/index.html ?iref=newssearch Gartner Report, Facebook's Advertising Initiative Gambles on Weathering Backlash Expert: Social networkers risk 'losing control' of privacy, http://www.cnn.com/2009/TECH/02/18/facebook.privacy/index.html http://www.cnn.com/2009/TECH/02/18/facebook.privacy/index.html

27. References Cont’d Gartner Report ID Number: G00154464: How Web Business Models Are Increasing Their Impact in the Web 2.0 Era; Charles Abrams Gartner Report Gartner Report ID Number: G00158479: Hype Cycle for Content management 2008 Gartner Report Gartner Report: ID Number: G00154985: Five Major Challenges Organizations Face Regarding Social Software Gartner Report: http://en.wikipedia.org/wiki/User-generated_content: Wikipedia; User generated Content. http://en.wikipedia.org/wiki/User-generated_content: Wikipedia; User generated Content. http://www.insidefacebook.com/2009/02/16/zuckerberg-responds-to- concerns-about-facebooks-updated-terms-of-service/ Zuckenberg’s response about Facebooks Terms of use Changes. http://www.insidefacebook.com/2009/02/16/zuckerberg-responds-to- concerns-about-facebooks-updated-terms-of-service/ http://www.eff.org/deeplinks/2008/08/required-reading-user-generated- content-sites-io-g EFF Required Reading: Veoh vs. IoGroup http://www.eff.org/deeplinks/2008/08/required-reading-user-generated- content-sites-io-g