Portable Social Graphs
Imagining their Potential
3 Dec 08
© 2008 Razorfish. All rights reserved. Confidential and proprietary.

We believe that portable social graphs coming
from Facebook, MySpace, Google, Yahoo and
Microsoft are going to transform how consumers
interact with digital technology and each other.
Marketers and web product managers must take
notice today.
Here are some really provocative examples
using Facebook Connect.
Imagine if your competitor was doing some of
these things. But first some context…
page 1 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

On July 23rd, Mark Zuckerberg introduced us to
Facebook Connect.
page 2 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

Facebook Connect is the next generation of the
Facebook Platform.
It gives any website the power of social context
that is currently only found within the walls of a
social network.
page 3 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

According to Mark, Facebook Connect’s
features fall into the following four buckets:
Trusted Authentication: connect your Facebook account
with any partner site using a trusted authentication method
Real Identity: take your real identity information with you
anywhere on the web
Friends Access: stay connected to friends and family
anywhere on the web
Dynamic Privacy: your Facebook account privacy
settings will follow you to external websites
page 4 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

A few sites have already implemented Facebook
Connect. Here’s what we are seeing:
Facebook Connect
as an alternative
to site
registrations
Sites are allowing
users to login
through Facebook
Connect,
presenting an easy
and quick
alternative to
normal
registrations.
page 5 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

Facebook Connect
allows users to
share site actions
back to the
Facebook News
Feed
After making a
comment on a
website, sites are
prompting users to
publish stories
back to their
Facebook profile.
page 6 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

Facebook Connect
provides a way to
find existing
friends who use
the same site.
Facebook friends
who happen to use
the same site are
automatically
surfaced and
presented to the
user.
page 7 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

This is all great...
But you are seeing today is just the tip of the iceberg.
page 8 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

When a user logs in through Facebook Connect,
the website has access to an unprecedented
amount of user data as well as the ability to
seamlessly integrate their web services into
Facebook features like events, photos,
messaging and status.
We see a new breed of web sites coming…
Please note: the mock-ups you’re about to see are concept sketches that we
are using to illustrate the potential of Facebook Connect. These are not
actual products nor have we worked with any company to create these
mock-ups.
page 9 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if Amazon implemented Facebook Connect?
Key influencer
identification
By logging in through
Facebook Connect,
Amazon can determine
that you have a
relatively high number
of friends, wall posts,
and tagged photos for
your demographic. This
information indicates
that you’re likely to be
more influential online.
Amazon could present
you with special offers
in an effort to reach out
to online influencers.
page 10 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if Amazon implemented Facebook Connect?
Product suggestions
through profile
scraping
Amazon can suggest
products to you using
your Facebook profile
data. This data can
include: brands you are a
fan of, age, gender,
location, stated interests
and more. In this case,
you have been offered
Tommy Hilfiger polos
because you are a fan of
the brand on Facebook
and a member of a
college network that the
shirt sells well in.
page 11 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if Amazon implemented Facebook Connect?
See reviews from
people you know
Don’t waste your
time wading through
hundreds of reviews
from strangers. If
your friend has
reviewed a product
that you’re
interested in, their
review will be
surfaced and
promoted.
page 12 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if Amazon implemented Facebook Connect?
Consult your
friends at the
point of purchase
Any friend
currently online on
Facebook is at
your fingertips.
Chat with them
about a product
without leaving the
page.
page 13 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

Now imagine your own ecommerce presence
leveraging Facebook Connect in a similar
fashion. Your customers will be able to harness
the advice from their friends and family to make
more confident and happier purchasing
decisions.
This isn’t just for Amazon, it’s for every retailer
online.
page 14 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

But leveraging a social graph goes beyond
enhancing a retailer website. Imagine a new
generation of social utilities enriching human
experiences online…
page 15 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if iTunes implemented Facebook Connect?
Top songs that
matter
With Facebook
Connect, the most
popular songs can
be determined by
those who you
actually know.
You can even see
what music specific
groups of friends
from college, work
and your
neighborhood are
listening to.
iTunes Store Artist Page
page 16 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if iTunes implemented Facebook Connect?
The real groupies
An iTunes with
Facebook Connect
can analyze song
plays to determine
which friends
actually spend the
most time listening
to an artist. With
that information,
true top fans can be
established.
iTunes Store Artist Page
page 17 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if iTunes implemented Facebook Connect?
A music profile with
rankings and recent
plays
See your friend’s
rankings relative to
the people in your
network. Chris Ferro
is a high-ranking
‘discoverer’,
meaning he finds
future hits before
anyone else does.
Chris Ferro’s iTunes Profile
page 18 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if iTunes implemented Facebook Connect?
Find your music
soul mate
By tracking the play
counts of you and
your friends, you can
find out who shares
your love of the same
music, surfacing new
dimensions of your
relationship.
Chris Ferro’s iTunes Profile
page 19 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if iTunes implemented Facebook Connect?
Integrated events
Facebook Connect
allows sites to plug into
Facebook’s event system
seamlessly. Users can
create Facebook events,
view guest lists, and
RSVP without ever
leaving the site. In this
case, you could see
which online music
events your friend is
attending and RSVP for
it, automatically saving
the event to your
Facebook Calendar all
from iTunes.
Chris Ferro’s iTunes Profile
page 20 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if iTunes implemented Facebook Connect?
Online listening
parties with your
friends
Artists could host
virtual listening
parties for unreleased
albums. Chat alone
with your Facebook
friends as the album
plays or open the
conversation up to the
entire iTunes
community.
iTunes Listening Party
page 21 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

But should an idea like this be restricted just to
iTunes? Think about any digital application or
service and how it can become a social utility.
We live our lives among our families, friends
and in our communities. Our digital lives can
and should be more social too.
The next time you’re organizing an event,
launching a product, or providing a service to
your customers online, think hard about whether
it needs to be a social utility as well.
page 22 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

We believe portable social graphs are also
going transform mobile which arguably is the
most social application out there.
page 23 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if iPhone games implemented Facebook Connect?
Simplified
tournament
planning
Want to gather your
buddies for a racing
tournament? A
Facebook Connect
version of an iPhone
game will
automatically detect
friends that have
installed the app and
allow you to publish
a Facebook event
without leaving the
screen.
Crash Bandicoot Tournament Planner
page 24 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if iPhone games implemented Facebook Connect?
Social gaming
outside the walls of
a social network
Playing a video
game with friends
once required
everyone to be in the
same room or a very
organized group of
friends all gathering
online at a single
time. With Facebook
Connect, social
gaming lacks that
hassle and is still
every bit as fun.
Racing With Friends
page 25 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

What if iPhone games implemented Facebook Connect?
High scores and
records that matter
See high scores
relative to your
school, hometown or
workplace. Once you
earn a record, post it
as a newsfeed story
with one click.
Post-Race Awards
page 26 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

So the iPhone is cool and social games on an
iPhone are even cooler. But this idea doesn’t
need to be restricted to the iPhone.
Just as Google Docs is influencing the nature of
collaboration so too can our social graphs be
integrated into our mobile experiences more
directly.
What’s going to be the Blackberry social killer
app or the Windows Mobile social utility that’s
harnesses the social graph?
page 27 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

But there are some risks
Facebook could change the rules. We also can’t be sure about
how Microsoft, Google, Yahoo and MySpace will implement
their versions.
Potential privacy uproar. We saw this once with Facebook
Beacon. We could see it again if Facebook isn’t careful with
the roll out of Facebook Connect.
Users may never become comfortable with logging into other
sites through Facebook Connect or some other external
username and password.
Companies may not like losing control of the registration and
login process on their websites
page 28 © 2008 Razorfish. All rights reserved. Confidential and proprietary.

Want to learn more?
Contact us at jesse.pickard@razorfish.com or at
shiv.singh@razorfish.com
You can also visit us at
http://jessepickard.com
http://goingsocialnow.com
http://razorfish.com
Special thanks goes to Daniel Stern, May Shi, Malcolm Ong and Jesse Stay
for all their help with this presentation.
page 29 © 2008 Razorfish. All rights reserved. Confidential and proprietary.