Facebook Graph Search

FacebookGraph Search Tom Boland, Erin Carter, Brian Camen and Matt Kelly January 2013

Table of ContentsSummary 3What is Graph Search? 4Implications for Brands 5FAQs 6About Social@Ogilvy 7 FACEBOOK GRAPH SEARCH JANUARY 2013 2

POV: FacebookGraph SearchSummaryFacebook announced Graph Search, a new form of search based on users’individual social graphs. The new functionality, which is only available inBeta right now, will allow Facebook users to search for people, photosand places – all through the lens of their friends. Content that used toslide down a user’s Newsfeed is now potentially ever-relevant as userscan search for people, places, photos, and similar interests. Facebooksearch has long been one of the untapped resources within Facebook thatwill now become more usable by members and, likely, more usable bybrands going forward. The simple fact that Facebook users can find whatother friends are fans of Ford Fiesta or have liked a brand applicationmay drive more discovery. This new search functionality may also breathenew power into the object “like” as users can search for a most likedpost or piece of content, and brands will be able to capitalize on their fans as true word of mouth evangelists. FACEBOOK GRAPH SEARCH JANUARY 2013 3

What is Graph Search?Facebook Graph Search allows users to search, based on people, places, photos, andinterests. Results can be segmented by interest and other profile variables (e.g., education,gender, relationship, etc.). Users’ privacy settings will determine what their connections are allowed to see.PeopleInstead of searching only by name, usersmay find friends who share commonalitieswithin their profile info or interest sections.Examples include “friends who live in NewPaltz,” “people from my hometown,” and“friends who like Wonka candy.”PlacesUsers can discover physical locations theirfriends have been to, not limited to things likemusic venues and restaurants (sample resultspage to the right). Examples could include“Wolfgang Puck restaurants my friends havebeen to,” “countries my friends have visitedthat I’ve also been to,” “tourist attractions inRome that my friends have visited.”Photos PrivacyWithout clicking to friends’ pages, users can Your privacy settings will determine whatnow find tagged photos on a unique landing others are allowed to see. With Graph Search,page, based on their search queries. Photo users can find items you’ve shared with them,results will include those hidden from a including public content. This video fromuser’s timeline. Examples include “photos of Facebook explains more.my friends before 1987,” “photos of the SpaceNeedle,” and “photos I like.”InterestsUsers can now search based on similarinterests, such as “friends who like to watch‘Modern Family,’” “languages my friendsspeak,” “business books read by marketers,”and “friends who listen to The Avett Brothers.” FACEBOOK GRAPH SEARCH JANUARY 2013 4

Implications for Brands – where your offices and retail locations are located – is readily available. After all, if aMore Opportunities for Facebook Users to Facebook user is in hot pursuit for those shoesDiscover Your Brand of yours that debuted during Fashion Week, you want her to be able to find them – andGraph Search opens the door for brands to become a fan of your brand in the process.become discovered more easily, by morepeople. Because Graph Search provides Image Content has New Value for Brandsthe ability to search for which friends havetraveled to an exotic destination, or who has Who doesn’t love to scroll through theireaten at the hottest restaurants in the city, friends’ old photos on Facebook? Graphor who likes the same music, users will be Search now allows users to search users’able to find more people like themselves. And photos with all manner of filters, such asbrands will be able to find more Facebook “photos of friends near mountains,” “photosusers who are potential fans – and potential of friends taken before 1984,” and “photosbrand advocates. It’s no surprise that of friends taken in Chicago.” Because usersFacebook users rely heavily on their social can search for photos in such myriad ways,network for reviews and recommendations; brands should consider allowing fans to tagnow, brands can leverage those networks and them in photos. (Of course, this opportunityrecommendations on Facebook by ensuring should be weighed against reputational risk.)they appear in users’ Graph Search results. Additionally, brands should consider when it is appropriate to post images and albumsIncreased Need to Ensure Content is Likeable of their own, with detail-rich captions andand Shareable meta-data, so that their images appear in Graph Search, as well.We’re moving to an environment where SEOneeds to be augmented with the optimization Community Management Best Practicesof social engagement. Search graph signals, Mattersuch as Likes and Shares — whether on aFacebook page or on a website — will now According to Facebook, brands that are mostincreasingly be part of the process that popular among the Graph Search users’determines whether your brand surfaces in closest friends will be displayed first. Thissearch results on Facebook. A similar process means that it may not be enough just to get aon Google already considers Google+ sharing Facebook user to “like” your brand page. Moreand +1’s in search result visibility. than ever, brands will need to exercise best practices in community management in orderMore People Finding Brands by Location to build brand advocates on Facebook. Brands will need to establish relationships with theirOne of the filters that can be used is location. fans, and cultivate those relationships throughFor example, a Facebook user could search for two-way dialogue, in order to give the fans the“friends who shopped for shoes near Chicago.” opportunity to become ambassadors – andBecause brands with physical locations will give the brands the chance to appear high inappear in Graph Search results, it’s important Graph Search results.to make sure that your contact information FACEBOOK GRAPH SEARCH JANUARY 2013 5

FAQs1. How is Graph Search different from search engines?Facebook has indicated that it isnot developing a search engine, but with over a billion userson Facebook, it seems likely that users will start to turn to Facebook to run certain typesof search queries that may have previously been run on Google or Bing. Graph Searchdoes seem to compete with Google+. Facebook currently has a partnership with Bing to deliver Web search results.2. How is Graph Search different from current search options on Facebook?Current search options allow users to search for people, places and things by entering akeyword. Graph Search allows Facebook users to search for which of their friends have specificlikes/interests and allows for deeper segmentation. Some criteria users may search by includeLikes/interests, employer, school, current city, hometown, friendship, relationship status,gender and language.3. Why do I see different search results than my friend, when we are searching for the samething?Search results are personalized for you and your network. Even though you are searchingfor the same thing, your friend’s network may be comprised of different Facebook users, who have different likes/interests.4. When may I start using Graph Search?Graph Search is currently in beta testing to a small group of Facebook users in the UnitedStates. To join the waiting list to become a beta tester, visit https://www.facebook.com/about/graphsearch. A global launch date of Graph Search has not been announced publicly.5. I want to learn more about Graph Search and its impact for my brand. What can I do?Your Social@Ogilvy team can set up time with you to strategize around Graph Search, andwalk you through steps to ensure that your brand page is maximizing possibilities to appear as a result in a Graph Search. FACEBOOK GRAPH SEARCH JANUARY 2013 6

About Social@OgilvyS ocial@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practiceleverages social media expertise across all Ogilvy & Mather disciplines,offering an extensive list of services within the foundational businesssolutions – Listening and Analytics; Social Business Solutions; SocialMedia Marketing and Communications; Social Shopping; Social CRM;Social Care; and Conversation Impact.For more information, visit social.ogilvy.com and connect withus at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy.Contact: john.bell@ogilvy.com

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Facebook Graph Search

by Social@Ogilvy on Jan 18, 2013

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