The document discusses the challenges entertainment brands face in understanding their online users and highlights the importance of utilizing open graph data from platforms like Facebook to enhance user engagement. It emphasizes the need for contextual app permissions and the benefits of social data analysis for personalized content recommendations. Furthermore, it encourages marketers to adapt to the evolving nature of users' preferences and relationships to improve targeted communication.

1. fans for brands
OPEN GRAPH
WORK-SHOP

3. THE TALE OF THE UNKNOWN USER!
Most entertainment brands know very little about the person who is
interacting with their online channels.

5. Paul Adams From Facebook
With exponentially increasing information, and limited capacity for
memory, we will increasingly turn to others to help us decide.

7. Social Apps Mobile Apps
Web Apps
TV Apps
Websites, Mobile and Tablet Apps - Facebook Connect
Facebook - App Install

8. APP Fusentast
Your complete guide
PERMISSIONS Search and share
Your basic info
Your email
Privacy and the new currency
of trust.

9. The dark past of apps
• Wall posting used to be very common: apps
“helped” users to express themselves by posting
on there behalf on their profiles and all their
friends’

10. People fear what they don’t understand

11. People fear what they don’t understand

12. People fear what they don’t understand
First, ask only for the bare minimum.

13. FRIENDLIER APP PERMISSIONS
Fusentast
Your complete guide to kids apps on iPad
Search and share quality iPad applications for
your children. Your basic info

14. People fear what they don’t understand
Throttle permissions by asking for them in the
context where they’re going to be used

15. Contextual Permissions - emphasize if
you give this permission you get so much
more from the service!

16. WHAT KIND
OF DATA IS
AVAILABLE

17. What data is out there?
friends· likes· songs· relationships·
messages· email· articles· groups·
location· events· games· notes·
photos· work history· status updates
AND custom app data

18. Friends Likes
Peter’s Open Graph Data
By accessing Peter’s social graph we now know who Peter’s
friends are, what things Peter likes, etc.

19. Who is Peter close to?
This can be achieved through Open Graph analysis and further
Facebook app permissions

20. What are his Close Friends actions
within other Apps?

21. BENEFITS TO YOU
• Pinpoint Individual Interests
• Portable profiles
• Cluster Analysis of Interests for Introducing Content
• How Groups and Individuals Influence Each Other

22. BENEFITS TO YOUR USERS
The ability to organise content through the lens of:
I. Peter’s tastes
II. and what his ‘close’ friends want to interact with.
To any device Peter is using and through his Facebook
experience.

23. Recommendations Straight to
Peter’s pocket
Meta data recommendations
from the Peter’s Social
Graph
Films that Peter has said he
Tony & Heath are close wants to watch on Rotten
friends to Peter Tomatoes

24. DEMO: http://friendlyartists.herokuapp.com/

25. Phase-aware targeting
• People change all the time
• What they do, who they’re with, and their
opinions keep evolving
• Using the open graph allows you to understand
a person's profile in a given timeframe.

26. Your Movie Tastes Stored
against your Profile

27. Movies Shared Want’s to see
Installed Scored
Rated
Watched
Points scored
Social Data App & Website Personalized
Capture Behavior Content
Applications Installed:
Name: James Jones
Location: Denmark
Age: 38 Movie Genre:
Status: Married Horror
College: Aberdeen Uni
Movies Movies Shared
+ = Targeted
Communication
Books Want’s to see
Friends Game Scores

28. Join Our Group
Continue the discussion on the Facebook group called - Fans
for Brands
https://www.facebook.com/groups/157630474376944/

29. Marketing Solutions
powered by
Ben Johnson
Ben@gruvi.tv fans for brands
@ProjectGruvi