Google Tech Talk on Social Recommendation


Published on

This slide show was a companion to the Google Tech talk on Social Recommendation give on April 10, 2008.

Published in: Technology, Business

Google Tech Talk on Social Recommendation

  1. 1. Google Tech Talk: Social Recommendations April 10, 2008, 1 p.m. Presented by Dan Carroll of
  2. 2. Introduction <ul><li>Social recommendations, a new lens </li></ul><ul><li>Hyper-relevant results delivered through hierarchical social relationships </li></ul>
  3. 3. Introduction <ul><li>Information age: access v. experience </li></ul><ul><li>Design principle: respect for the beauty, complexity, diversity and evolution of the human condition </li></ul>
  4. 4. Overview <ul><li>Recommendations today </li></ul><ul><li>Benefits and limitations </li></ul><ul><li>General concepts of social recommendation </li></ul><ul><li>Why it is important? </li></ul><ul><li>What are the opportunities? </li></ul><ul><li>What are the challenges? </li></ul><ul><li>Current efforts in social recommendation </li></ul><ul><li>SoMR, the Social Media Recommendation engine </li></ul><ul><li>Questions </li></ul>
  5. 5. Recommendations today <ul><li>Provide access </li></ul><ul><li>Play a critical role in our lives </li></ul>
  6. 6. Examples <ul><li>What to read: </li></ul>What to hear:
  7. 7. More Examples <ul><li>What to watch: </li></ul>What is news:
  8. 8. More Examples <ul><li>Where to Eat: </li></ul>Where to work:
  9. 9. More Examples <ul><li>Who to date: </li></ul>Who to marry:
  10. 10. What works <ul><li>Current search engines provide examples of successful recommendations based on spidered data and requested information. </li></ul>
  11. 11. What also works <ul><li>Amazon, Netflix and iTunes provide examples of successful recommendations based on the ratings of their users. </li></ul>
  12. 12. Limitations <ul><li>Tyranny of the bored (Bill Goldsmith of Radio Paradise) </li></ul><ul><li>Leave Brittany Alone on YouTube </li></ul>
  13. 13. Monotony of the masses
  14. 14. The pigeon hole
  15. 15. What’s next <ul><li>Social recommendation assumes </li></ul><ul><li>Friends and other connections are trusted sources of information. </li></ul><ul><li>Social relevancy can provide a superior experience. </li></ul>
  16. 16. Why is this important
  17. 17. Why is this important <ul><li>We’re designing future experiences. </li></ul>
  18. 18. Assumptions <ul><li>Access-based recommenders (i.e. search engines) assume you know what you want and you’re willing to take the time to find it. </li></ul><ul><li>Social recommendations can enhance access-based recommenders or create a completely new experience. </li></ul>
  19. 19. Challenges <ul><li>Privacy </li></ul><ul><li>Control </li></ul><ul><li>Relevance v. permanence </li></ul>
  20. 20. Current efforts <ul><li>YouTube </li></ul><ul><li>Facebook’s friend recommender </li></ul><ul><li>TrustedOpinion </li></ul><ul><li>Social Suggester </li></ul><ul><li>Stumble Upon </li></ul><ul><li>MyStrands </li></ul>
  21. 21. What’s next <ul><li>Curated experience </li></ul><ul><li>Socializing the web </li></ul>
  22. 22. Amazon socialized <ul><li>Discovery may indeed be for web 2.0 what search was for web 1.0. </li></ul>
  23. 23. Yelp socialized
  24. 24. YouTube socialized
  25. 25. What’s needed <ul><li>An initiative that ties together the social graph, relationship data from closed social networks and content identifiers. </li></ul><ul><li>Person to person relationships and person to content relationships could follow users throughout the sites they visit. </li></ul><ul><li>Contact </li></ul>
  26. 26. Opportunity <ul><li>Utilization of friend of friend and usage data to make intelligent recommendations based on actions and interactions </li></ul><ul><li>Recommendation becomes curated experience </li></ul>
  27. 27. SoMR: Social Media Recommendation API <ul><li>Algorithm to generate recommendations by social relevancy </li></ul><ul><li>Web service for social recommendation </li></ul><ul><ul><li>Delivers superior content and advertising </li></ul></ul><ul><ul><li>Creates new social media experiences </li></ul></ul>
  28. 28. Current project
  29. 29. New genre (geo-location)
  30. 30. New social media experiences
  31. 31. SoMR design principles <ul><li>Beauty </li></ul><ul><li>Complexity </li></ul><ul><li>Diversity </li></ul><ul><li>Evolution </li></ul>Designers of applications, social networks and content sites need to be focused on social interactions and human-centric responses which respect these human qualities.
  32. 32. SoMR technical design elements <ul><li>Influence as primary metric </li></ul><ul><li>Dynamic formula </li></ul><ul><li>Social relationships, activity, implicit and explicit </li></ul><ul><li>Supplemental not substitutional </li></ul>
  33. 33. <ul><li>Build superior media applications </li></ul><ul><li>Provide lift for advertising networks </li></ul><ul><li>Add social relevance to existing applications, platforms and sites </li></ul>SoMR API allows:
  34. 34. <ul><li>Mashed-up applications </li></ul><ul><li>Cross-platform social intelligence </li></ul><ul><li>Social relevance within your content site </li></ul>What will you build?
  35. 35. <ul><li>Build something – [email_address] </li></ul><ul><li>Optimize Advertising – [email_address] </li></ul><ul><li>Or just find out more – </li></ul><ul><li>Thanks! Dan Carroll [email_address] .org </li></ul>Interested? Then,