Facebook and The Theory of Likeability

THE THEORY
of likeability
© COPYRIGHT 2010 SAPIENT CORPORATION

E=mc2
I LIKE…
Engagement = media xconnections2

We (thought we) had it down cold
How to leverage social sharing
How to interconnect social channels for best results
How to promote the right social actions on content & media
How to leverage Facebook Connect for website, mobile and more
How to use the best vehicles for the best interactions
How to blend social actions into commerce
How to measure it all afterwards…

Then “likeability” happened…
On April 21st 2010, at the F8 Developer Conference, Facebook unveiled a feature that will dramatically change the web: The Open Graph API.

What Is It?
“
Facebook has created a platform that allows sites and apps to share information about users in order to tailor offers, features and services to each one’s interests and tastes — even if that individual has never visited the site before.
When you’re signed on to Facebook, participating websites like CNN.com will display information, goods and services tailored specifically to your interests — without requiring you to sign in at that website or provide it with any information.
”
- Mashable

How It Works
The Social Graph is made up of social objects and their interconnections
Users as friends, photos of a user or event
Tags in a photo, comments on a wall
And now external objects a user likes…
The Open Graph API aims to:
Codify these objects into a multitude of types
Aggregate affinity (likes) to those objects throughout the web
Make these affinities available throughout the web

All it took was a simple action.
The all-time easiest Facebook function, easier than “share”
Allows users to “like” just about anything on the web
Enabled seamlessly, without authorization or private information
Applied to just about anything, including brand pages
Now living all over the web, on sites, blogs and anywhere else

And some nifty social plug-ins.
As easy as a few lines of code
Built to be used on sites without using personal data
Provide incredible contextual relevance

And the theory took off…
Over 50,000 websites have already integrated social plug-ins
Surpassed Zuckerberg’s prediction that the “Like” button would have 1 Billion hits in its first 24 hours.
Facebook has essentially taken over the web.
TechCrunch – 04/28
“Facebook’s stance is that social connections are going to be just as important going forward as hyperlinks have been for the web.”– Bret Taylor, Facebook

The tip of the iceberg
What lies ahead: 5 predictions

Mass Personalization
01.
Social behavior based personalization will become mainstream
“Pandora-like” experiences will become possible for all
Content and publishing sites stand to gain from this adoption through increased relevance and custom content
Devices will be a powerful adoption catalyst

Graph Based Commerce
02.
Social shopping has a new beat
Recommendation vendors like BazaarVoice to integrate Open Graph
Commerce platforms such as ATG will leverage graph data and behavior for powerful social targeting, tracking and analytics
The “Facebook Shopping Cart” will come to life across retailers
“Facebook Checkout” will be born, supporting social shopping anywhere.

Geo + Mobile + Physical
03.
Facebook will introduce geo-features
Mobile will enable liking and recommendation of venues
Physical places and items will become shareable
Mobile advertising will integrate social targeting
“Amy likes Mr. Chow’s, recommends the crispy duck – 200ft away”

Graph Insights Mining
04.
Facebook Insights will be a powerful source of social analytics
Brands can now persist social graph data
Collective behaviors will be mined and analyzed
Social analytics vendors will get the “fire hose”, leveraging mass mining and analysis of social data

Facebook Ads Everywhere
05.
The most powerful and lucrative shift Facebook will make
Real-time, rich targeting and segmentation will become possible anywhere
Social ad unit formats will dramatically evolve
Friend or consumer voices, even actions will become an integral part of ad messaging and content
Geo-social-mobile targeting will rule, targeting all devices

R
Embrace likeability or else…

5 ways to get with the program
1. Accept that notions of privacy have changed
2. Realize that this is empowering consumers, not endangering them
3. Take the features for a spin and take a good look at your web analytics
4. Conduct a “likeability” assessment.
5. Understand how to best leverage the API before you dive into integrating your websites.

Thank
(Like)
You
Nathaniel Perez – Head of Social Experience
LinkedIn: http://www.linkedin.com/in/nathanielperez
Twitter: http://twitter.com/mahumbaba
Email:nperez@sapientnitro.com

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Facebook and The Theory of Likeability

by Nathaniel Perez on May 16, 2010

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