what's the social graph got to do with it?
DESCRIPTION
The social graph and data portability have long been a geek discussion. This is hopefully a nice primer for marketers to start thinking about the social graph and its potential. Granted, there are many counterpoints to the ideas expressed here, and many other issues around data portability including decentralization, the creation of microformats and how FBC is contrary to the Open movement...but I wanted this to be an intro for marketers.TRANSCRIPT
![Page 1: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/1.jpg)
Whatʼs the social graph
got to do with it? Beyond social media: data portability and digital marketing
![Page 2: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/2.jpg)
So what the heck is this “social graph” everyone keeps talking about?
![Page 3: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/3.jpg)
Me
People I have expressed rela0onships with online
![Page 4: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/4.jpg)
Simply put, the social graph
describes a digital map of users and
how they are related to each other online
![Page 5: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/5.jpg)
Right now, a userʼs social graph is often fragmented across multiple networks…
![Page 6: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/6.jpg)
“ Each time I sign up for a new
service, I have to create a whole new identity and re-invite or add
friends…Arrrgh!
![Page 7: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/7.jpg)
Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends
![Page 8: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/8.jpg)
![Page 9: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/9.jpg)
But would if we had one identity
and our friends & data could automatically be wherever we went?
![Page 10: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/10.jpg)
data portability: “[The ability of] individuals to have control over their data by determining how they can use it and who can use it. This includes access to data that is under the control of another entity.” –data portability workgroup
![Page 11: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/11.jpg)
There are several protocols and initiatives in development to help realize data portability
![Page 12: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/12.jpg)
Google Friend Connect
Facebook Connect MySpace Data Availability
…And major networks are adopting open strategies enabling forms of “data portability” or graph access on third-party sites
![Page 13: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/13.jpg)
the Web is literally becoming an entirely social experience
![Page 14: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/14.jpg)
So what does this
have to do with digital marketing?
![Page 15: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/15.jpg)
Its not about just setting up shop in social spaces
Its building brand experiences that embrace the graph
User expectations
Brand experience
![Page 16: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/16.jpg)
The promise of a ubiquitous, social brand experience
Data portability means
![Page 17: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/17.jpg)
…and that the barrier to adoption for long tail services and applications becomes significantly reduced
![Page 18: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/18.jpg)
Ok, so lets see it in action…
![Page 19: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/19.jpg)
TheInsider.com + Facebook Connect
Users simply login using their Facebook credentials
![Page 20: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/20.jpg)
Its still a bit wonky, with an awkward, automatically derived screenname
Facebook profile photo auto-populates, so no need to re-upload
Friends who also have signed up appear (and users can easily invite
their Facebook friends)
The Insider.com now provides an enhanced user experience with all
the aspects of a social network, but without requiring extra effort to participate
![Page 21: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/21.jpg)
CNN + Facebook Connect
Still have to create a separate login…
But once registered, users can access friends and share forum activities back through Facebook
![Page 22: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/22.jpg)
Users opt-in to spread forum debate comments instantly to their Facebook friends
Millions may now be prompted to join the forum… without advertising
![Page 23: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/23.jpg)
Consider how easily accessible graph data could enhance the
brand experience online
![Page 24: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/24.jpg)
…Or how it could impact online sales
Friends who also purchased this item
Example of how existing graph data could be used within the Amazon model of merchandising
![Page 25: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/25.jpg)
Ubiquitous access to that data would make for a truly useful experience without over-taxing users
A userʼs social graph creates a highly customized and relevant online experience…
![Page 26: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/26.jpg)
Cool, so what next?
![Page 27: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/27.jpg)
Food for future thoughts For marketers • Site usability Web usability
• Usability = Portability (content + identity)
• No silos: creating a network-centric brand
For geeks • Data Wars! Social Network as data storage vs. the Cloud
• Beyond portability: Data ubiquity and a decentralized graph (FOAF, XFN, microformats oh my!)
• Ubiquitous social data and the promise of semantic Web (and VRM)
![Page 28: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/28.jpg)
So very trapped in the social graph
![Page 29: What's The Social Graph Got To Do With It?](https://reader034.vdocuments.site/reader034/viewer/2022051612/54bf060b4a7959ea3d8b4583/html5/thumbnails/29.jpg)
Thanks muchAlisa Leonard Hansen
Sr. Social Media AnalystiCrossing
[email protected] @alisamleo
The Web is Social Dot Com