The interest graph captures users' interests and future plans rather than just past actions shared on social media. It consists of what users like rather than who they know. Platforms like Pinterest and YouTube allow users to express interests. For consumers, the interest graph provides a way to discover related products and plans. Best practices include marketing based on interests and context, and leveraging influencers. Success is measured through engagement, awareness, traffic, and purchase outcomes. The interest graph is likely to continue growing in importance as a way for brands to understand customers beyond demographics. Brands should explore platforms, establish a presence, learn conversation strategies, and market based on interest data.
2. The social web encourages us to send out a constant stream of
likes, Tweets and check-ins. Things we’ve done and want to
share. Most of it, however, consists of past actions.
But what about our future actions? Our interests? The things in
our bucket lists? There’s a new interest graph emerging on the
web that allows us to express our passions, plans and intent in a
way that should be far more valuable to brands and marketers
than our declaration of things we’ve already done.
3. What is the interest graph?
How and why is it different than the social graph?
What are the platforms and what characterizes them?
What does the “interest graph” mean to consumers?
What are best practices and cases?
How do you start leveraging the interest graph?
What does success look like?
Where do we think this is going?
How do Brands get started?
5. The Social Graph consists of who a user knows while the Interest Graph
consists of what they like and the facets of their personality that make up
who they are. These connections can be much stronger than simply who
they are friends or acquaintances with.
50. Web traffic
• Platforms like Pinterest can drive more traffic than Google
or Twitter.
• It’s becoming a top traffic driver for women’s magazines.
• Distribution channel for retailers and content brands.
52. Outcomes in purchase and action (ROI)
• Increased trust
• Demonstrate understanding of customer interests (rather
than marketing to their demographics)
• Relevant engagement leads to higher rates of conversion
56. • explore all the sites
• establish a presence
• don’t commit to just one
• learn conversation strategy
• measure and track everything
• create relationships with platforms
• understand data and market to it
• do it yourself
57. If all you do is show,
the only thing users will do is look.
Beso formally introduced a program on Tuesday that Ms. Medeiros has been trying, which pays users to send clicks to hundreds of major retailers, like Target and Gap.\n“If they drop a link onto Twitter about a pair of shoes that they’re dying for, or a new handbag they’re coveting, and they refer users to Neiman’s or whoever sells that item,” said David Weinrot, the chief marketing officer for Shopzilla, the parent company of Beso, “they could actually be rewarded.”\nOther large social shopping sites and apps, including the Fancy and Pose, recently introduced similar programs, and Referly, a site introduced in May, is entirely based on people referring products to friends and receiving money in return. Referly says 10,000 people have already signed up. The programs are too new to evaluate their financial success, but Web marketers say consumers should expect more similar programs, in part because visitors are no longer offended by the idea.\n\n