1. Davis Social Links FIND: Facebook-based INternet Design S. Felix Wu Computer Science Department University of California, Davis wu@cs.ucdavis.edu http://www.facebook.com/sfelixwu

2. Davis Social Links FIND: Facebook-based INternet Design Disclaimer: I really need 75 minutes MINIMUM!

3. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 3 I had a few seconds to decide……

4. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 4 To me personally, this is a typical social spam.

5. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 5 Oops…

6. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 6

7. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 7 11/16 /2007 11/26 /2007 In my office 11/27 /2007 Spammed? 12/10 /2007 “Memoryless” For Felix Wu

8. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 8 SMTP Felix Eric Justin We are trying to make the information of social context and relationship explicit! Dualism

9. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 9 Social-Control Routing 1 2 3 SMTP

10. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 10 “Social Control Layer” Application Entity Network Entity AL-BGP Network Route Selection Social Entity Social Entity Dualism Trust & Relationship

11. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 11

12. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 12 Social Network has its potential value in communication!!

13. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 13 The value of the “Social Network” Social Network has its own unique value in facilitating human communication A concern about a network losing its “value” –while we are unsure about how to quantify the true value…

14. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 14 Social Network Games

15. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 15

16. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 16 Fighter’s Club A couple millions users A Coalition game ~ like Warcraft Team members who are Facebook friends receive higher fighting powers ~1400 new friendships established daily ~10% of users with >95% friendships purely based on this game.

17. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 17 http Anybody with an IP address Roughly your friends (or friend 2 s)

18. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 18 http Anybody with an IP address Roughly your friends (or friend 2 s) Quality of the Friendship may have been out of control… A typical politician in Taiwan has about 3K+ FB friends!

19. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 19 Open Issues What is the “value” of this social network? How would this “value” be distributed and allocated to each individual peers? MySpace, Facebook, LinkedIn didn’t define the “game” for network formation and value allocation. –But, it is important to design the game such that the OSN will eventually converge to a state to best support the communities.

20. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 20 http Anybody with an IP address Roughly your friends (or friend 2 s) What we really want:

21. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 21 Value of OSN How to leverage the value of Online Social Network in Computing/Communication? –Privacy/Confidentiality, Social Ranking How to architect the Social Network itself such that its value can be protected? –Trust and Reputation

22. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 22 Just a couple controversial points Both unique routable identity and global network layer connectivity are unnecessary and considered harmful! –Under OSN, identity is all relative. We don’t have globally unique IP addresses and the DNS process itself becomes social. –Less is More! –But, IP addresses and DNS won’t go away any time soon…

23. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 23 “Routable Identity” Application identity =M=> Network identity Network identity =R=> Network identity Network identity =M=> Application identity Application Entity Network Entity BGP DNS

24. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 24 Social Controlled Communication Application Entity Network Entity AL-BGP Network Route Selection Social Entity Social Entity Dualism

25. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 25 Hijackable Routable Identify

26. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 26 Application Test <> “Layer 3”

27. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 27 “App/Route Identity” Application identity =M=> Network identity Network identity =R=> Network identity Network identity =M=> Application identity Keywords =(MF-R)=> “Multiple Paths” Application identity selection Network route selection The end user will have some control via the social layer!

28. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 28 URI versus ADC URI (Unique Routable Identity) –We assume that our destination target is bound to an URI. –We assume that both the MAPPING (e.g., DNS) and ROUTING (e.g., BGP) are correct. ADC (Application Dependent Credential) –The lower layer (like search engine) will give us a few options to click. –The application (or the user) will then choose the one (or ones).

29. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 29 Communication is Mutual IP access is improving, but social resources connecting to the rest of the world is still behind.

30. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 30 Communication is Mutual IP access is improving, but social resources connecting to the rest of the world is still behind. The social missionary communication model

31. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 31 A couple issues … How to establish the social route? –How would “A” know about “D” (or “D’s identity”) ? How to maintain this “reputation network”? –KarmaNet: A Feed-back Trust Control System

32. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 32 Finding Search Keyword: “McDonald’s” Questions: is this the right McDonald’s? A B C D K: “McDonald’s” Q: McDonald’s Application Test

33. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 33 Simulation study of 100K+ nodes…

34. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 34 Facebook DSL Kernel Policy/Reputation-based Route discovery Community Oriented Keywords Name-ID resolution Social Context DSLoFB SMTP Felix Eric Divert Native DSL Applications and Games Existing Applications Wrapper

35. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 35

36. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 36 DSL Kernel Social Context SMTP Felix Lerone Divert Wrapper

37. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 37 SMTP Communication Dualism

38. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 38 OSN Mutual Anonymity Blind OSN date, embarrassment-less friendship establishment, Message in the Bottle, Anonymous Confession –Keywords of Interests –Relative Reputation/Trust –“Content-level” Privacy is out of scope The communication parties don’t know the identifiers of each other, at least initially, and their exact social relationship

39. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 39 Facebook DSL Kernel Policy/Reputation-based Route discovery Community Oriented Keywords Name-ID resolution Social Context DSLoFB Message in the Bottle (MiB)

40. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 40 Three Layers User Access layer –Native & Existing Applications Social Control Layer –The core of DSL Network Control Layer –Network Virtualization

41. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 41 DSL is an old idea! We, as human, have been using similar social communication principles. Maybe it is a good opportunity to re-think about our cyber communication system. Re-consider the current Internet architecture 1.Global Connectivity vs. Mutual Interest 2.Unique Routable Identifier vs. Application Dependent Credential AB AB F F F And, I certainly don’t have the answer yet…

42. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 42 Internet {old/new} Applications 1 2 3 SMTP ISP + SCSP(Social Community Service Provider)

43. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 43 GENI Experiment Application Entity Network Entity AL-BGP Network Route Selection Social Entity Social Entity Dualism

44. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 44 GENI Experiment Leverage (and discover) the “features” of ProtoGENI as much as possible for our NSF FIND project. Build something on “DSL” that is attractive and usable by real users –feedback to the FIND/GENI community Share and reuse the experiments (data traces and models, under IRB)

45. 11/17/2009Davis Social Links @ GEC6, Salt Lake City, Utah 45