Published on February 2, 2008
Business-Consumer Networks Concept and Challenges Yury Lifshits Caltech http://yury.name SISL Seminar, February 1, 2008 1 / 32
Project Objectives Goal: to design a web technology that serves as a universal environment for business-consumer communication Outputs: paper, community, prototype Time constraints: March 1, 2008 — May 31, 2008 2 / 32
Informal Idea Business-Consumer Networks: Nodes: businesses, consumers Edges: loyalty relations 3 / 32
Outline 1 Vision 2 Functionalities for Business Web 3 Research Challenges 4 Conclusions 4 / 32
1 Vision 7 Principles For Business Web 5 / 32
1. Separate Business from Private Home and ofﬁce Private cell phone and business cell phone Private email and business email Facebook and ??? 6 / 32
1. Separate Business from Private Home and ofﬁce Private cell phone and business cell phone Private email and business email Facebook and ??? Focus on business-side of the Web: Web2.0 technology for every business Avoid non-commercial features 6 / 32
2. Business Identity Serving as a reference point Accumulating reputation Active: sending messages, organizing events Interactive: answering questions, communication instead of ads Loyalty program conductor, endpoint for b2c relations 7 / 32
3. One Network for All Open data portability: reusing accumulated social data Convertibility for reputations Simplifying registrations Merging business-centered communities All reviews in a single place! 8 / 32
4. Open Business Data New generation is willing to share: give them tools for publishing business-related information Social design and reputation system should motivate openness Open RDF-based standard for business data Programming access to core data for third parties 9 / 32
5. Using Artiﬁcial Artiﬁcial Intelligence For demand/offer matching: Demand extraction: wishlists, “My troubles”, “Help me to choose”, “Give me a recommendation” On-line consulting: putting human layer for demand/offer matching Supporting decision making 10 / 32
5. Using Artiﬁcial Artiﬁcial Intelligence For demand/offer matching: Demand extraction: wishlists, “My troubles”, “Help me to choose”, “Give me a recommendation” On-line consulting: putting human layer for demand/offer matching Supporting decision making For demand generation: “I am bored” Surﬁng business web Human-delivered interactive ads (?) 10 / 32
6. Global Algorithms Social search Query-free search Recommendations Computational marketing 11 / 32
7. Reputation-Based Economy The more reputable you are the cheaper is advertising Irrelevant ads are punished, relevant ones are rewarded Focus on viral ads, grassroots support and evangelism 12 / 32
2 Functionalities for Business Web 13 / 32
Customer Proﬁle Info: age, location, billing info, interests, my business-roles Facts: I have, I use, I bought, I visit, my discounts Friends, friend-businesses Contributions: blog, reviews, recommendations, anti-recommendations Demand: wishlist, my troubles, job demand Offers: I sell, freelance, handmade Free-space, place for widgets, wall/guestbook Reputations: rewards/loyalty statuses, karma, credit history, proﬁle completeness, activity score, online status 14 / 32
Business Proﬁle Company info: logo, address, business hours, contact data, driving directions, teams, activities, employees and their roles, free text, keywords, industry category Products, special offers, services, menu, playbill, bestsellers, prices, sales, associated events, corporate blog FAQ, question answering Ads collection: texts, banners, audio, video, viral ads,promo-widgets Business-friends (related businesses) Reputation, votes up, proﬁle completeness, product ratings 15 / 32
Other entities Fan-spaces: wall/guestbook, reviews, fan list, critics, discussions, feature requests, fan-wiki Products, listings: description, offers, discussion, reviews Events Topic-speciﬁc portals: mashup, original content/functions Rewards networks 16 / 32
Consumer Query-Driven Activities General keyword search Product search, event search, parameterized business search Local business search Post request, express demand, ask question, request recommendation Compare, make choices, decide 17 / 32
Query-Free Activities “I am bored” button Suggest engine: interests, businesses, news, products, events News/updates: (digg-style) voted news, news from friends, news from friend-businesses Tops businesses, users, products, events: bestsellers, hot today, most-voted, most-friended, highest karma/reputation, most requested, most attended, cheapest. 18 / 32
Contribute and Communicate Messaging, wall posts, discussion participation Publish, review, recommend, vote, register your purchase Help, answer questions, (real-time) consulting Invitations: to system, to events, to friendship, to fan-movement, to product/offer Tag, classify, ﬂag, complain, vote for and against consumers/businesses Unlock/start a business proﬁle, create fan-movement 19 / 32
Activities for Businesses Publish: news, ads, special offers, upcoming events, positions Push info: send messages, blog, invite Respond to questions, maintain FAQ Market research: mine demands, customers, customers statistics. Search for new consumers. “Recommended consumers” Conducting loyalty programs: sharing revenue, cash-back, extended warranty, virtual thanks Ask your customers: voting, crowdsourcing, feedback, feature requests 20 / 32
3 Research Challenges 21 / 32
I Am Bored! Tops/Bestsellers Popular among my friends Sandbox method Social business news: “My friends are buying” Feedback for “I am bored!” Relation to random walk? 22 / 32
Reputation-Based Economy The more popular you are the cheaper are promotion mechanisms for you Robustness of reputation “Fair competition” Auction type (non-ﬂat prices) User is protected 23 / 32
Social Search Query Answer Current customers Suggested customers Two-three names Similar people Differences from web search: Query language Granularity of answers Relevance/authority factors 24 / 32
Relevance in Networks Similarity chart for paper recommendation: interested in used words co-authors cited Scientist Paper author cited cited Relevance is high when: # of chains is high, chains are short, chains are heavy25 / 32
Other Interesting Questions Fighting social spam Market research algorithms: customer suggest, CRM tools Design new standard for business data (a-la FOAF) Extension for Open ID: Business ID? Interruption policy: who can speak with whom? New ideas for UI? Catching moment of interest Information pushing tools? “Thanks currency” 26 / 32
Project Challenges Identify basic use cases Getting ﬁrst businesses/customers? Snowball mechanism? Rewarding early adopters? Earning mechanisms for users? Authentication for businesses? Partnership strategy? API policy, widgets? 27 / 32
3 Conclusions 28 / 32
Seven Principles 1 Separate business from private 2 Provide business identity 3 Merge all business-centered networks into one 4 Keep business data open 5 Use artiﬁcial artiﬁcial intelligence 6 Build reputation-based economy 7 Provide global algorithms 29 / 32
Participate in the Project Participation: Be a member of our prototype team Be a “a friend of the project” Participate in algorithms/social design research 30 / 32
Participate in the Project Participation: Be a member of our prototype team Be a “a friend of the project” Participate in algorithms/social design research Partnership: Data exchange Incorporating specialized services Funding 30 / 32
Links and Contacts http://businessconsumer.net Facebook group “Business-Consumer Networks” http://www.facebook.com/group.php?gid=7986532437 http://yury.name firstname.lastname@example.org +1 626 463 3668 31 / 32
Thanks for your attention! Questions? Comments to vision? Relevant research topics? Any constructive ideas? How can you contribute? 32 / 32
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