What's The Social Graph Got To Do With It?
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What's The Social Graph Got To Do With It?

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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 ...

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.

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    What's The Social Graph Got To Do With It? What's The Social Graph Got To Do With It? Presentation Transcript

    • 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  MySpace Data  Facebook Connect  Connect  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 User Brand expectations experience Its building brand experiences that embrace the graph
    • Data portability means The promise of a ubiquitous, social brand experience
    • …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 The Insider.com now provides an their Facebook friends) 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
    • A userʼs social graph creates a highly customized and relevant online experience…  Ubiquitous access to that data would make for a truly useful experience without over-taxing users
    • 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 much
 Alisa Leonard Hansen
 Sr. Social Media Analyst
 iCrossing
 alisa.hansen@icrossing.com
 @alisamleo
 The Web is Social Dot Com