The state of Social

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?

Transcript

1. THE STATE OF SOCIAL
   Ade Oshineye
   

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2. I work for a search engine
   

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3. 3
   What was social?
   http://dilbert.com/strips/comic/2011-01-17/
   

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4. 4
   Islands and streams
   https://medium.com/the-nib/dont-cross-the-streams-9f430d657ef6
   

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5. 5
   1 or few platforms
   

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6. 6
   Social buttons everywhere
   

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7. 7
   A social layer
   

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8. THE MOBILE REVOLUTION
   

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9. Feature phones versus Smartphones?
   

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10. MORE MOBILES THAN TOOTHBRUSHES
    700M iOS
    1.1B Android devices
    >1 phone per person
    

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11. NEW SENSORS
    NEW SCENARIOS
    NEW OPPORTUNITIES
    

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12. 12
    Revolution?
    https://twitter.com/NeelieKroesEU/status/328779137206587394
    

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13. NAME A MESSAGING APP?
    

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14. INSIGHT #1
    

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15. SMS IS EXPENSIVE AND MORIBUND
    

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16. INSIGHT #2
    

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17. MOBILE PHONE CONTACTS ARE AN
    OPEN SOCIAL GRAPH
    

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18. 18
    WhatsApp, opportunity and sensitivity
    SMS for onboarding
    The right graph
    Subtle business model
    

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19. 19
    Everything’s better with messaging
    Instagram
    Meetup
    Pinterest
    Hangouts
    

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20. 20
    Embedded messaging as a service
    https://layer.com/
    

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21. 21
    Traditional Youtube success story
    https://www.youtube.com/watch?v=kpqBNn_BfKE
    

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22. 22
    Multiple media and multiple networks
    https://www.youtube.com/user/marquesbrownlee/about
    

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23. THE BEST (VIDEO) CAMERA IS THE ONE
    YOU HAVE WITH YOU
    Video changes this old adage
    

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24. 24
    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
    

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25. 25
    Flickr and Twitter
    Most of the traffic to my Flickr account comes from other networks
    

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26. 26
    PewDiePie and Flappy Bird
    https://www.youtube.com/watch?v=lQz6xhlOt18
    30 million subscribers
    Official Youtube 22.1 million
    

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27. 27
    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
    

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28. 28
    Native + Social advertising
    

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29. 29
    Future?
    http://dilbert.com/strips/comic/2010-12-11/
    

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