Using Social Graphs to Personalize User

ExperienceAlpesh Doshi, Fintricity

Digital ShoreditchTuesday 29th May 2012

What is a Social Graph?

The definitions of these set the foundation of a network of social objects a foundation for a new business approach

The social graph is a term coined by scientists working in the social areas of graph theory. It has been described as "the global mapping of everybody and how they're related". The term was popularized at the Facebook

You can also add more detail on how devices, experiences and behaviours are relate to those people

What is a Social Graph?

A Social graph can be extremely complex and models relationships between – either inside or outside the enteprise – OR both!

What could you capture on a Social Graph?

Capturing more than just a relationship can make a graph more useful

DemographicsAge, Gender,

Geography, HHI, Level of Education,

List of friends, Friends of Friends

InterestsProfile-Based, Contextual,

Demonstrated, Undeclared

ActionsCreating, Rating, Sending,

Sharing, Uploading, Watching, and more

InteractionHow people interact with

content and ads: Clicks, time spent, interactions, videos

completed

Recency and FrequencyHow often and when

people express interests or actions

Sentiment and ExposureWhat people say, what

they read, and when and how they say and read it

• People are connected to each other directly and indirectly.

• The way they are connected varies. It could be through work, friendship, common interests, etc.

• More importantly, there is something common between the people that are connected. An implicity or explicity connection

• Connections are spread across the social web – not only on one site or application

What is a Social Graph?

People, connected. Or further, ‘social objects’ connected.

• Recommendation Engines• Interest Graphs• Influence Networks (think Klout)• Sentiment Analysis (beyond Radian6 etc)

Where can you use Graphs?

How can you apply social graphs, and social network analysis for business benefit? Some examples

• Recommendation engines need a ‘boost’ – and can apply to many different types of recommendation • Recommend to read articles/content• Recommend collaborators• Recommend sites to post content• Recommend people with similar interests

Where can you use Graphs? Recommendation.

Recommendation engines are a natural fit for graphs.

• Interest Graphs (with Linked Data) • Represents your interests• Represents your interest in relation to others(social graph)• Graphs can weaken/strengthen your interests dependent on

behaviours• Recommend people with similar interests

Where can you use Graphs? Recommendation

Recommendation engines are a natural fit for graphs.

• First generation influence tools have shown that there is a demand (e.g. peer index, klout)

• Useful only in content (e.g. Oil/Gas, Entertainment)

• A sub-set of a Social graph• Influence drives

many things recommendation, opinion, purchasing

Where can you use Graphs? Influence

Social Media is driving the use of influence – PR Agencies, enterprise have to now can understand influence in detail

Alpesh Doshi, Fintricitye: alpesh.doshi@fintricity.como: +44 870 020 1656, m: +44 7973 822820Linkedin: www.linkedin.com/in/alpeshdoshiTwitter: @alpeshdoshi

Questions?

Content from this presentation taken from Giorgos Cheliotis under Creative Commons