What is Google+?     (really.)                   Gideon Rosenblatt                       March 5, 2012
Networks:   They connect us to lots of            things, including information &            people.                2
Information Networks  The web is an information network  connected by web links.                      3
Social Networks  A community is a social network  connected by relationships.                      4
These guys used our web links to make iteasier to use our information networks.                  5
These guys used our relationships tomake it easier to use our social networks.                    6
Then these guys came along and made iteasier to connect with people we didn’tknow.                  7
And our social networks subtly changed.They were no longer just connections with                 friends...               ...
And that   led to   peopleusing social networksto connectinformation networks.        We became “information networkers.” ...
To fulfill its mission,Google needed a socialnetwork to helpinformation                    to organize                     ...
Plot a network with dots and lines like this,and it’s called a network “graph.”                       11
Map me to the things I’m interested in, andit’s called my “interest graph.”    Gideon   Rosenblatt                      12
Guess who      has a really          good     understanding         of your        interest        graph...13
14
You see, Google+ isn’t competing withFacebook to build the world’s best “socialgraph.”               /               =It’s...
Let’s take        a quick        look at     how that       interest          graph     connects      people...16
Let’s connect the dots,with an example.          17
Drew writes about           Fran curates information   Dalmatians.                   on Dalmatians. Drew, Fran and Alex   ...
They express their interest in Dalmatians by:              Searching for information on “Dalmatians”              Likes an...
These interactions improve the Interest Graph...                              So search engines                           ...
... and both     get more     advertising     dollars.21
When you include the flow of socialinteractions, the interest graph also showsinfluence.Influence                    22
Drew writes.                Fran curates.     Writers and                        Alex reads.information curators  strongly...
The “Influence Graph”Map the flow ofcontent throughour socialconnections, andyou find the“influence graph.”                   ...
Writers and curators are   extremely valuable to searchengines (and advertisers) because    of the fanout effect of their ...
is building a whole business                around the influence graph.But Google ispaying closeattention tothe influencegra...
Look at that influence map again to see   what Google’s really doing.              Content              Curator            ...
Content producers already benefit fromGoogle’s attention.Sear    ch E          ngin               eM                 arke  ...
Content consumers already use Google toconsume lots of information.                   29
But what about these guys?              Content              Curator                            ContentContent            ...
Sure, you can produce andconsume content on Google+.But Google+ is really built forcontent curation.        31
In other words,Google+ is for“Information Networkers.”                32
It’s part        It’s partinterest          social graph.           graph.            33
Or perhaps we should call it     what it really is:our “Shared Interest Graph.”            34
A service for sharing ourinterests with those who share          our interests.             35
Image Credits:Spider web: http://www.flickr.com/photos/werkman/Friends: http://www.flickr.com/photos/timcaynes/White board h...
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Shared interest graph

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Yes, Google+ is Google's answer to Facebook, but not in the directly competitive sense many journalists assume. Google+ is core to Google's mission "to organize the world's information", and that's a better frame for thinking about this service.

Here are 35 slides to help kickstart a different perspective on what Google+ really is - a "shared interest graph."

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Shared interest graph

  1. What is Google+? (really.) Gideon Rosenblatt March 5, 2012
  2. Networks: They connect us to lots of things, including information & people. 2
  3. Information Networks The web is an information network connected by web links. 3
  4. Social Networks A community is a social network connected by relationships. 4
  5. These guys used our web links to make iteasier to use our information networks. 5
  6. These guys used our relationships tomake it easier to use our social networks. 6
  7. Then these guys came along and made iteasier to connect with people we didn’tknow. 7
  8. And our social networks subtly changed.They were no longer just connections with friends... 8
  9. And that led to peopleusing social networksto connectinformation networks. We became “information networkers.” 9
  10. To fulfill its mission,Google needed a socialnetwork to helpinformation to organize the world’snetworkers organize informationinformation networks. and make itAnd so, a universallynew accessible andsocial useful.networkwas born. 10
  11. Plot a network with dots and lines like this,and it’s called a network “graph.” 11
  12. Map me to the things I’m interested in, andit’s called my “interest graph.” Gideon Rosenblatt 12
  13. Guess who has a really good understanding of your interest graph...13
  14. 14
  15. You see, Google+ isn’t competing withFacebook to build the world’s best “socialgraph.” / =It’s using the social graph to build the world’sbest interest graph. 15
  16. Let’s take a quick look at how that interest graph connects people...16
  17. Let’s connect the dots,with an example. 17
  18. Drew writes about Fran curates information Dalmatians. on Dalmatians. Drew, Fran and Alex Alex loves to read all have an interest in about Dalmatians. “Dalmatians.” 18
  19. They express their interest in Dalmatians by: Searching for information on “Dalmatians” Likes and Plus Ones on Dalmatian articles Sharing articles about Dalmatians 19
  20. These interactions improve the Interest Graph... So search engines give us better results... ...publishers give us more relevant content... 20
  21. ... and both get more advertising dollars.21
  22. When you include the flow of socialinteractions, the interest graph also showsinfluence.Influence 22
  23. Drew writes. Fran curates. Writers and Alex reads.information curators strongly influence readers. 23
  24. The “Influence Graph”Map the flow ofcontent throughour socialconnections, andyou find the“influence graph.” 24
  25. Writers and curators are extremely valuable to searchengines (and advertisers) because of the fanout effect of their influence on a social network. 25
  26. is building a whole business around the influence graph.But Google ispaying closeattention tothe influencegraph too. 26
  27. Look at that influence map again to see what Google’s really doing. Content Curator ContentContent ConsumerProducer Influence 27
  28. Content producers already benefit fromGoogle’s attention.Sear ch E ngin eM arke ting ization O ptim h En gine Searc th or A u e l= R 28
  29. Content consumers already use Google toconsume lots of information. 29
  30. But what about these guys? Content Curator ContentContent ConsumerProducer 30
  31. Sure, you can produce andconsume content on Google+.But Google+ is really built forcontent curation. 31
  32. In other words,Google+ is for“Information Networkers.” 32
  33. It’s part It’s partinterest social graph. graph. 33
  34. Or perhaps we should call it what it really is:our “Shared Interest Graph.” 34
  35. A service for sharing ourinterests with those who share our interests. 35
  36. Image Credits:Spider web: http://www.flickr.com/photos/werkman/Friends: http://www.flickr.com/photos/timcaynes/White board http://www.flickr.com/photos/mc_sensei/Stone tablet: http://www.flickr.com/photos/vagabondvince/Screen viewing: http://www.flickr.com/photos/xixidu/Word face: http://www.flickr.com/photos/freeflyer09/5104803562/Dalmatian: http://www.flickr.com/photos/halften/Magnifying glass & book: http://www.flickr.com/photos/jakebouma/3345296623/Magnifying glass & money: http://www.flickr.com/photos/59937401@N07/5858011914/Keyboard: http://www.flickr.com/photos/anonymouscollective/Typesetting: http://www.flickr.com/photos/thomashawk/172495285/Operators: http://www.flickr.com/photos/ironrodart/4154904299/Scale: http://www.flickr.com/photos/sepehrehsani/ 36

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