Using social graphs to personalize user experience


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Using social graphs to personalize user experience

  1. 1. Digital Shoreditch Tuesday 29th May 2012 Using Social Graphs toPersonalize User Experience Alpesh Doshi, Fintricity
  2. 2. What is a Social Graph?The definitions of these set the foundation of a network of socialobjects a foundation for a new business approachThe social graph is a term coined by scientistsworking in the social areas of graph theory. It hasbeen described as "the global mapping of everybodyand how theyre related". The term was popularizedat the FacebookYou can also add more detail on how devices,experiences and behaviours are relate to thosepeople
  3. 3. What is a Social Graph?A Social graph can be extremely complex and models relationshipsbetween – either inside or outside the enteprise – OR both!
  4. 4. What could you capture on a Social Graph?Capturing more than just a relationship can make a graph more useful Demographics Interests Actions Age, Gender, Profile-Based, Contextual, Creating, Rating, Sending, Geography, HHI, Demonstrated, Undeclared Sharing, Uploading, Level of Education, Watching, and more List of friends, Friends of Friends Recency and Frequency Interaction Sentiment and Exposure How often and when How people interact with What people say, what people express interests content and ads: Clicks, time they read, and when and or actions spent, interactions, videos how they say and read it completed
  5. 5. What is a Social Graph?People, connected. Or further, ‘social objects’ connected.• 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
  6. 6. Where can you use Graphs?How can you apply social graphs, and social network analysis for businessbenefit? Some examples• Recommendation Engines• Interest Graphs• Influence Networks (think Klout)• Sentiment Analysis (beyond Radian6 etc)
  7. 7. Where can you use Graphs? Recommendation.Recommendation engines are a natural fit for graphs.• 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
  8. 8. Where can you use Graphs? RecommendationRecommendation 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
  9. 9. Where can you use Graphs? InfluenceSocial Media is driving the use of influence – PR Agencies, enterprise haveto now can understand influence in detail• 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
  10. 10. Questions? Alpesh Doshi, Fintricity e: o: +44 870 020 1656, m: +44 7973 822820 Linkedin: Twitter: @alpeshdoshiContent from this presentation taken from Giorgos Cheliotis under Creative Commons