At Google, we've long believed that 'social' isn't something you go to a site to do. Or something you add as an afterthought to existing functionality. Instead it's a pervasive layer that affects everything. But even as social software becomes ubiquitous, its very nature is changing.
Many of the old truisms are being overturned. What's replacing them?
THE STATE OF SOCIAL
I work for a search engine
What was social?
Islands and streams
1 or few platforms
Social buttons everywhere
A social layer
THE MOBILE REVOLUTION
Feature phones versus Smartphones?
MORE MOBILES THAN TOOTHBRUSHES
1.1B Android devices
>1 phone per person
NAME A MESSAGING APP?
SMS IS EXPENSIVE AND MORIBUND
MOBILE PHONE CONTACTS ARE AN
OPEN SOCIAL GRAPH
WhatsApp, opportunity and sensitivity
SMS for onboarding
The right graph
Subtle business model
Everything’s better with messaging
Embedded messaging as a service
Traditional Youtube success story
Multiple media and multiple networks
THE BEST (VIDEO) CAMERA IS THE ONE
YOU HAVE WITH YOU
Video changes this old adage
Hyperlapse and social discovery
It’s an app that doesn’t have it’s own social network. It’s just for feeding other networks.
Youtube Capture does the same thing for video
Flickr and Twitter
Most of the traffic to my Flickr account comes from other networks
PewDiePie and Flappy Bird
30 million subscribers
Official Youtube 22.1 million
All games are social
The game on the left is the game of games.
The game on the right combines: Facebook, Google+ and Game Center
Native + Social advertising