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  1. 1. Facebook Graph Search: Revenue Potential &Marketplace Implications Excerpt from a BIA/Kelsey Client Report Jed Williams Senior Analyst BIA/Kelsey
  2. 2. Executive Summary Facebook recently unveiled Graph Search, its long-awaited foray into search. CEO Mark Zuckerberg calls it‟s the company‟s “third pillar,” alongside the news feed and timeline. Graph Search is distinct from traditional web search. It doesn‟t strive to beat Google at its own game, but give users a unique in-network experience to foster greater stickiness and engagement. Rather than show links to third party content, Facebook will instead leverage its 1 billion users, 240 billion photos, and 1 trillion total connections to answer queries with interrelated social signals. 2 © 2013 BIA/Kelsey. All Rights Reserved.
  3. 3. Facebook Graph Search: What It IsMulti-Dimensional Search: The engine can surface multiple levels ofconnections using “likes” and other social signals as connectiveelements. For example:  Cafes in New York „liked‟ by Friends living in New York  Friends working at a particular company (e.g., Facebook) with Friends working at another company (e.g., Google), with specific job titles (e.g., Sales Manager)Closed-Query Search: Google‟s engine uses algorithms to presentnumerous likely answers to open-ended queries. Graph Search mineslayered connections to find a precise answer, with “likes” and othersocial engagement signals serving as “authority votes.”  For example, photos of the Eifel Tower (open) vs. photos taken by Friends of the Eifel Tower (closed)Initial Focus: People, Photos, Places, Interests 3 © 2013 BIA/Kelsey. All Rights Reserved.
  4. 4. Graph Search: Search Headings & Sample SearchesSearch Categories & Connections Sample Searches Source: Facebook 4 © 2013 BIA/Kelsey. All Rights Reserved.
  5. 5. Graph Search: Revenue PotentialThe Big Idea: Facebook moves down-funnel into demandfulfillment by monetizing intent-based search“Sponsored Discovery” – How It Could Work:  Facebook has already been testing “search typehead ads,” which insert sponsored results above and within organic listings.  Search ads related to places can extend naturally to other core Graph Search categories, photos & interests.  Potential for “related query” ad placement (e.g., transit services against restaurant/event searches; retail products against travel searches).  Premium tools similar to LinkedIn could give recruiters special access and capabilities. 5 © 2013 BIA/Kelsey. All Rights Reserved.
  6. 6. Sponsored Graph Search Results - Mockup Source: TechCrunch 6 © 2013 BIA/Kelsey. All Rights Reserved.
  7. 7. Competitive Analysis: Potentially DisruptedSegments & CompaniesLocation-based services and local content sitesHorizontal DirectoriesFacebook’s Developer Ecosystem<Details on each area are delivered in the client report.> 7 © 2013 BIA/Kelsey. All Rights Reserved.
  8. 8. Graph Search: BIA/Kelsey Takeaways Facebook Graph Search offers a unique, companion search experience that isn‟t a direct threat to Google. However, its success is crucial for Facebook to continually increase its user engagement and offer a distinct advertising opportunity beyond display. If Graph Search succeeds, these two drivers will propel each other in a virtuous loop. <Full BIA/Kelsey takeaways are delivered in the client report.> 8 © 2013 BIA/Kelsey. All Rights Reserved.
  9. 9. Questions & Comments:Jed Williams | 703-227-9657 | Copyright © 2013 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.