The Social Graph in 6.5 Minutes

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From the latest installment of Digital Technocracy, the DraftFCB series that challenges people to present concepts to the agency in 6.5 minutes.

My challenge was to present the social graph. So I did what any 36 year old American would do: look to the Brady Bunch to show us the way.

From Sherwood Shwartz's social graph to how we map relationships, through Facebook's Open Graph. How social networks are mapped, and the common characteristics that make up weak or strong networks, it's a basic primer on how we're all connected to the people that matter online.

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  • This is a representation of a social graph, where connections are being made through the eyelines


  • The social graph, the social graph
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  • The Social Graph in 6.5 Minutes

    1. 1. The Social Graph mmm, graphy.
    2. 2. The Social Graph is the networked public of actors (people, organizations, objects) connected by one or more kinds of interdependency. It’s a lot.
    3. 3. Before I can tell you that story I have to tell you this one:
    4. 4. Lovely Lady Man named brady
    5. 5. This group could form a basic social unit Hey! It’s a social graph right in the title sequence
    6. 6. It’s the way we all became the social graph Relationships happen through content sharing through devices
    7. 7. How we might visualize it today Greg Marsha Carol Jan Peter Cindy Mike Bobby The more content sent to the same people the more we can understand about the relationships between them
    8. 8. Here’s where it gets nutty The graph changes depending on context
    9. 9. Deciding on a vacation Jan Peter Carol Marsha Greg Mike Cindy Bobby
    10. 10. What to write on a silver platter Jan Peter Marsha Greg Cindy Bobby
    11. 11. Collecting, connecting, processing, visualizing understanding It’s a lot of freakin work.
    12. 12. Facebook tries to make this easy ...for us to identify ourselves, and to draw the social graph for them
    13. 13. So they can connect us On behalf of brands
    14. 14. And now, the Open Graph Putting like buttons everywhere is the “open” part It also puts Facebook in a data ownership position
    15. 15. Who is most important? In this workplace visualization, you’d think the center node, Diane is most important.
    16. 16. Who is most important? The people with the most connections
    17. 17. What Makes a strong network? Social network strength is defined by interconnected clusters Image: University of Maryland Human-computer Interaction Lab
    18. 18. What network is this? Global Jihad Terrorist Network Image: University of Maryland Human-computer Interaction Lab
    19. 19. What Makes a weak network? Only a few nodes that connect whole groups Image: University of Maryland Human-computer Interaction Lab
    20. 20. What network is this? US Senate Voting Patterns Image: University of Maryland Human-computer Interaction Lab
    21. 21. So what do we do? • Start graphing our clients’ audiences (with the help of specialists) • We can practice this internally too • Not in the typical reach-based influencer model • Who has the most overlap between groups? • Be the first large agency with real network visualization and predictive modeling
    22. 22. Why it matters • The social graph shows us how consensus is made in groups. • We must facilitate meaningful interaction between people. • Understanding network dynamics is growing in importance every minute.
    23. 23. What’s the single most important immediate goal?
    24. 24. Let’s Go Flyers!
    25. 25. Thanks! Michael Leis @mleis

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