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Google Tech Talk:
Social Recommendations
April 10, 2008, 1 p.m.Presented by Dan Carroll of
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Introduction
• Social recommendations, a new lens
• Hyper-relevant results delivered through hierarchical social relationships
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Introduction
• Information age: access v. experience
• Design principle: respect for the beauty, complexity, diversity and evolution of the human condition
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Overview
• Recommendations today• Benefits and limitations• General concepts of social recommendation • Why it is important?• What are the opportunities?• What are the challenges?• Current efforts in social recommendation • SoMR, the Social Media Recommendation engine• Questions
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Recommendations today
• Provide access
• Play a critical role in our lives
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Examples
What to read: What to hear:
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
More Examples
What to watch: What is news:
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
More Examples
Where to Eat: Where to work:
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
More Examples
Who to date: Who to marry:
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
What works
Current search engines provide examples of successful recommendations based on spidered data and requested information.
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
What also works
Amazon, Netflix and iTunes provide examples of successful recommendations based on the ratings of their users.
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Limitations
• Tyranny of the bored (Bill Goldsmith of Radio Paradise)
• Leave Brittany Alone on YouTube
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Monotony of the masses
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
The pigeon hole
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
What’s next
Social recommendation assumes
• Friends and other connections are trusted sources of information.
• Social relevancy can provide a superior experience.
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Why is this important
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Why is this important
We’re designing future experiences.
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Assumptions
• Access-based recommenders (i.e. search engines) assume you know what you want and you’re willing to take the time to find it.
• Social recommendations can enhance access-based recommenders or create a completely new experience.
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Challenges
• Privacy
• Control
• Relevance v. permanence
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Current efforts
• YouTube• Facebook’s friend recommender• TrustedOpinion• Social Suggester• Stumble Upon• MyStrands
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
What’s next
• Curated experience
• Socializing the web
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Amazon socialized
Discovery may indeed be for web 2.0 what search was for web 1.0.
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Yelp socialized
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
YouTube socialized
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
What’s needed
• An initiative that ties together the social graph, relationship data from closed social networks and content identifiers.
• Person to person relationships and person to content relationships could follow users throughout the sites they visit.
• Contact [email protected]
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Opportunity
• Utilization of friend of friend and usage data to make intelligent recommendations based on actions and interactions
• Recommendation becomes curated experience
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
SoMR: Social Media Recommendation API
• Algorithm to generate recommendations by social relevancy
• Web service for social recommendation• Delivers superior content and
advertising• Creates new social media experiences
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Current project
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
New genre (geo-location)
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
New social media experiences
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
SoMR design principles
• Beauty• Complexity• Diversity• Evolution
Designers of applications, social networks and content sites need to be focused on social interactions and human-centric responses which respect these human qualities.
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
SoMR technical design elements
• Influence as primary metric• Dynamic formula• Social relationships, activity, implicit and
explicit• Supplemental not substitutional
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
• Build superior media applications
• Provide lift for advertising networks
• Add social relevance to existing applications, platforms and sites
SoMR API allows:
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
• Mashed-up applications
• Cross-platform social intelligence
• Social relevance within your content site
What will you build?
4/10/08 Tech Talk on Social Media Recommendation SoMR.org
Build something – [email protected] Optimize Advertising – [email protected] just find out more – somr.org
Thanks! Dan Carroll [email protected]
Interested? Then,
