Whatʼs the social graph
got to do with it? Beyond social media: data portability and digital marketing
So what the heck is this “social graph” everyone keeps talking about?
Me
People I have expressed rela0onships with online
Simply put, the social graph
describes a digital map of users and
how they are related to each other online
Right now, a userʼs social graph is often fragmented across multiple networks…
“ Each time I sign up for a new
service, I have to create a whole new identity and re-invite or add
friends…Arrrgh!
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
But would if we had one identity
and our friends & data could automatically be wherever we went?
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
There are several protocols and initiatives in development to help realize data portability
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
the Web is literally becoming an entirely social experience
So what does this
have to do with digital marketing?
Its not about just setting up shop in social spaces
Its building brand experiences that embrace the graph
User expectations
Brand experience
The promise of a ubiquitous, social brand experience
Data portability means
…and that the barrier to adoption for long tail services and applications becomes significantly reduced
Ok, so lets see it in action…
TheInsider.com + Facebook Connect
Users simply login using their Facebook credentials
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
CNN + Facebook Connect
Still have to create a separate login…
But once registered, users can access friends and share forum activities back through Facebook
Users opt-in to spread forum debate comments instantly to their Facebook friends
Millions may now be prompted to join the forum… without advertising
Consider how easily accessible graph data could enhance the
brand experience online
…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
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…
Cool, so what next?
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)
So very trapped in the social graph
Thanks muchAlisa Leonard Hansen
Sr. Social Media AnalystiCrossing
[email protected] @alisamleo
The Web is Social Dot Com