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Davis Social Links FIND: Facebook-based INternet Design S. Felix Wu Computer Science Department University of California, Davis [email protected] http://www.facebook.com/sfelixwu Davis Social Links FIND: Facebook-based INternet Design Disclaimer: I really need 75 minutes MINIMUM! I had a few seconds to decide…… 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 3 To me personally, this is a typical social spam. 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 4 Oops… 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 5 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 6 11/27 /2007 11/16 /2007 11/17/2009 11/26 Spammed? /2007 In my office Davis Social Links @ GEC6, Salt Lake City, Utah 12/10 /2007 “Memoryless” For Felix Wu 7 SMTP We are trying to make the information of social context and relationship explicit! 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah Eric Felix Dualism Justin 8 Social-Control Routing SMTP 3 1 11/17/2009 2 Davis Social Links @ GEC6, Salt Lake City, Utah 9 “Social Control Layer” Application Entity Application Entity Trust & Relationship Network Route Selection Social Entity Social Entity Dualism AL-BGP Network Entity 11/17/2009 Network Entity Davis Social Links @ GEC6, Salt Lake City, Utah 10 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 11 Social Network has its potential value in communication!! 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 12 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… 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 13 Social Network Games 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 14 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 15 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. 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 16 http Roughly your friends (or friend2s) Anybody with an IP address 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 17 http Roughly your friends (or friend2s) Quality of the Friendship may have been out of control… A typical politician in Taiwan has about 3K+ FB friends! Anybody with an IP address 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 18 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. 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 19 http What we really want: Roughly your friends (or friend2s) Anybody with an IP address 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 20 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 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 21 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… 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 22 “Routable Identity” • Application identity =M=> Network identity • Network identity =R=> Network identity • Network identity =M=> Application identity Application Entity Application Entity DNS BGP Network Entity 11/17/2009 Network Entity Davis Social Links @ GEC6, Salt Lake City, Utah 23 Social Controlled Communication Application Entity Network Route Selection Application Entity Social Entity Social Entity Dualism AL-BGP Network Entity 11/17/2009 Network Entity Davis Social Links @ GEC6, Salt Lake City, Utah 24 Hijackable Routable Identify 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 25 Application Test <> “Layer 3” 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 26 “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! 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 27 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). 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 28 Communication is Mutual IP access is improving, but social resources connecting to the rest of the world is still behind. 11/17/2009 Davis 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. The social missionary communication model 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 30 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 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 31 Finding Application Test Q: McDonald’s B D K: “McDonald’s” K: “McDonald’s” K: “McDonald’s” A C Search Keyword: “McDonald’s” Questions: is this the right McDonald’s? 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 32 Simulation study of 100K+ nodes… 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 33 SMTP Existing Applications Native DSL Applications and Games Name-ID resolution Wrapper Divert Felix Eric Social Context Community Oriented Keywords DSL Kernel Policy/Reputation-based Route discovery Facebook 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah DSLoFB 34 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 35 SMTP Wrapper Divert Felix Lerone Social Context DSL Kernel 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 36 SMTP Communication Dualism 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 37 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 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 38 Message in the Bottle (MiB) Name-ID resolution Social Context Community Oriented Keywords DSL Kernel Policy/Reputation-based Route discovery Facebook 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah DSLoFB 39 Three Layers • User Access layer – Native & Existing Applications • Social Control Layer – The core of DSL • Network Control Layer – Network Virtualization 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 40 DSL is an old idea! And, I certainly don’t have the answer yet… A B 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 A 11/17/2009 F F Davis Social Links @ GEC6, Salt Lake City, Utah F B 41 ISP + SCSP(Social Community Service Provider) SMTP Internet {old/new} Applications 3 1 11/17/2009 2 Davis Social Links @ GEC6, Salt Lake City, Utah 42 GENI Experiment Application Entity Network Route Selection Application Entity Social Entity Social Entity Dualism AL-BGP Network Entity 11/17/2009 Network Entity Davis Social Links @ GEC6, Salt Lake City, Utah 43 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) 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 44 11/17/2009 Davis Social Links @ GEC6, Salt Lake City, Utah 45