A slide show (PDF format) on Openness in social networking, business communications and cloud computing. Openness is explored by considering: the Cluetrain Manifesto as philosophy, Social Networking as service and Cloud Computing as infrastructure. For a more detailed discussion refer to UseCloudGetClue.pdf on Scribd.com.
1. Openness and Social Networking
Openness in social networking, business
communications and cloud computing.
by Colin McAllister, (cc) 2009
Lecturing at SWINBURNE (Sarawak Campus)
PDF: http://www.scribd.com/doc/14999326/Openness-and-Social-Networking
PPT: http://www.slideshare.net/cmcallister/openness-and-social-networking
2. The Components of Openness
Philosophy = Cluetrain Manifesto
Service = Social Networking
Infrastructure = Cloud Computing
3. Contents
Openness and Freedom
Open Business Communications
Growth of Personal Communications
Web 2.0 and Cloud Computing
Experiment with Social Networking
2009 Developments in Openness
Conclusion and Actions
Copyright, References and Disclaimer
4. Openness is Not
Proprietary Protocols – DECnet, Prodigy
Walled Gardens – The old Facebook
Invincible Monopoly – The old Microsoft
Product Lock-in by licence, DMCA laws,
DRM software, or closed source software
Draconian Laws – Technology is a frame of
mind, not electronic gadgets and industrial
processes. Ref. Martin Heidegger 1953,
translated 1977
5. Openness and Freedom
Internet Protocol is an open specification.
Open Source Software is successful.
Corporate appeals for openness from:
Google, Facebook, Yahoo and Six Apart.
The Cluetrain Manifesto exhorts openness in
business communications.
Open Content and Creative Commons
United Nations' Article 19
6. Corporate appeals for openness
Google wants to make information
quot;universally accessible and useful.quot;
Facebook wants to “make the world more
open and connectedquot;
Anil Dash, of Six Apart,“With a name like
'Movable Type', we've always been keenly
aware of the importance of freedom, as that
name echoes both the birth of the printing
press and the creation of independent media
that an individual can control”
7. United Nations' Article 19
Everyone has the right to freedom of opinion
and expression; this right includes freedom to
hold opinions without interference and to
seek, receive and impart information and
ideas through any media and regardless of
frontiers.
UN http://www.un.org/en/documents/udhr/
U.K. campaign http://www.article19.org/
8. Without Article 19
there is no freedom of opinion,
expression, or communication of information
and ideas. Bloggers, journalists, activists and
others are unjustly imprisoned, tortured or
dead because of videos or opinions that they
posted on the Internet.
Photos of prisoners from various web sites
9. Open Business Communications
The Cluetrain Manifesto (Levine et al, 1999)
is a list of 95 theses, which define an
approach to marketing communications that
is open and trusting. It advocates that
business messages should be more personal
and less “corporate”.
In 2009, the Cluetrain Manifesto can guide
businesses and individuals in their use of
social networking websites.
http://www.cluetrain.com/
10. The Cluetrain Manifesto
The Cluetrain Manifesto (Levine et al, 1999)
is a list of 95 theses on communications.
The 1st thesis, “Markets are conversations”
values organic communication networks.
47th thesis “They [companies] need to resist
the urge to quot;improvequot; or control these
networked conversations”
http://www.cluetrain.com/
11. Growth of Personal
Communications
1989 Compuserve has 100,000 users
1995 Internet has 16 million users
2007 Internet has 1,300 million users
2007 15 million active bloggers
2009 Internet has 1,600 million users,
24% of the world's population
2009 Facebook has 30 million users
2009 Twitter has 6 million users
12. Web 2.0 Software
Web 2.0 encompasses almost any web-
based service that doesn't rely on static
HTML pages, according to Tim O'Reilly.
Web 2.0 has standards for rich
communications features
Better user interfaces for updating and
linking websites
Mash-up of data from multiple sources as
a single presentation
13. Cloud Computing
Cloud computing is a style of computing in which
dynamically scalable and often virtualized
resources are provided as a service over the
Internet. (Wikipedia)
Internet companies are reorganising to provide
cloud computing as a product
Available services are: Amazon’s EC2, Google’s
App Engine, Mozilla’s Weave for the Firefox
browser and open source EUCALYPTUS
14. The Value of Social Networking
Supports personal and professional
networking and free exchange of ideas
Encourages collaboration at a human level
on a global scale
Organises an overwhelming volume of
information in an interesting way
Grows virally via friends of friends
Generates over US $ 1 billion advertising
revenue annually
15. Experiment with Social Networking
Start a personal or professional blog.
Join a social networking website
Act with caution to protect your privacy.
Add friends. Share photos and web links.
Join in or create new discussion groups.
Post your resume/C.V. on LinkedIn or Xing
Create a social network on Ning or a CMS.
21. 2009 Developments in Openness
The Open Cloud Manifesto is signed by IBM and
other computer companies
Microsoft appeals to Apple for openness
Oracle buys Sun Microsystems, vendor of an
open source software
Facebook joins OpenID Foundation
Facebook announces Open Stream API
Facebook hires ACLU civil liberties lawyer
22. Microsoft's Appeal for Openness
'Openness is central because it's
the foundation of choice.'
said Steve Ballmer of Microsoft,criticising
the closed architecture of Apple's iPhone
at the Mobile World Congress, 2009.
http://apple.slashdot.org/article.pl?sid=09/02/21/1318253
23. The Open Cloud Manifesto
“This document is intended for
CIOs, governments, IT users and
business leaders who intend to
use cloud computing and to
establish a set of core principles
for cloud providers.“ co-authored
by IBM and rejected by Microsoft.
http://www.opencloudmanifesto.org/
24. Conclusion and Actions
Evidence of success for open standards
Openness is a mission of ICT companies
Social networks grow by viral marketing
Personal caution can improve privacy
Industry standards can improve service
Develop a new attitude of openness
Join and use a variety of social websites
25. References
“Use the Cloud to Get a Clue.” A discussion
of openness in communications that could
change the way you use the Internet.
Focussing on: The Cluetrain Manifesto,
Cloud Computing and Social Networking.
Developed at Curtin University (Sarawak).
Available on www.scribd.com as UseCloudGetClue.pdf
http://www.scribd.com/doc/4998137/UseCloudGetClue
26. Copyright
Slide show and images (cc) 2009 by Colin
McAllister, lecturer at Swinburne University of
Technology, Sarawak, Malaysia.
email:colin.mcallister@ymail.com
Except where otherwise noted, this work is licensed
under the Creative Commons Attribution-Share
Alike 2.5 Malaysia License.
To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/2.5/my/deed.en_GB
27. Disclaimer
As well as it can expressed in the time
available: This presentation does not
endorse any commercial names, trademarks,
images, or otherwise that it contains. They
are used only to illustrate general technology
trends, not the specific attributes of any one
company or product. Opinions herein are
personal expressions and do not represent
an employer or any company or organisation.
