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What is Google+?

     (really.)
                   Gideon Rosenblatt
                       March 5, 2012
Networks:   They connect us to lots of
            things, including information &
            people.




                2
Information Networks



  The web is an information network
  connected by web links.




                      3
Social Networks



  A community is a social network
  connected by relationships.



                      4
These guys used our web links to make it
easier to use our information networks.


                  5
These guys used our relationships to
make it easier to use our social networks.

                    6
Then these guys came along and made it
easier to connect with people we didn’t
know.

                  7
And our social networks subtly changed.
They were no longer just connections with
                 friends...




                   8
And that
   led to
   people
using social
 networks
to connect
information
 networks.

        We became “information networkers.”
                       9
To fulfill its mission,
Google needed a social
network to help
information                    to organize
                               the world’s
networkers organize
                              information
information networks.
                               and make it
And so, a                      universally
new                           accessible and
social                            useful.
network
was born.

                         10
Plot a network with dots and lines like this,
and it’s called a network “graph.”




                       11
Map me to the things I’m interested in, and
it’s called my “interest graph.”




    Gideon
   Rosenblatt

                      12
Guess who
      has a really
          good
     understanding
         of your
        interest
        graph...




13
14
You see, Google+ isn’t competing with
Facebook to build the world’s best “social
graph.”



               /
               =
It’s using the social graph to build the world’s
best interest graph.

                       15
Let’s take
        a quick
        look at
     how that
       interest
          graph
     connects
      people...


16
Let’s connect the dots,
with an example.




          17
Drew writes about           Fran curates information
   Dalmatians.                   on Dalmatians.




 Drew, Fran and Alex                 Alex loves to read
 all have an interest in             about Dalmatians.
     “Dalmatians.”

                           18
They express their interest in Dalmatians by:

              Searching for information on “Dalmatians”
              Likes and Plus Ones on Dalmatian articles
              Sharing articles about Dalmatians




                         19
These interactions improve the Interest Graph...


                              So search engines
                              give us better
                              results...

                              ...publishers give
                              us more relevant
                              content...


                       20
... and both
     get more
     advertising
     dollars.




21
When you include the flow of social
interactions, the interest graph also shows
influence.




Influence
                    22
Drew writes.                Fran curates.




     Writers and                        Alex reads.
information curators
  strongly influence
       readers.

                       23
The “Influence Graph”

Map the flow of
content through
our social
connections, and
you find the
“influence graph.”
                    24
Writers and curators are
   extremely valuable to search
engines (and advertisers) because
    of the fanout effect of their
  influence on a social network.




                    25
is building a whole business
                around the influence graph.



But Google is
paying close
attention to
the influence
graph too.


                   26
Look at that influence map again to see
   what Google’s really doing.

              Content
              Curator                Content
Content                             Consumer
Producer


   Influence
                        27
Content producers already benefit from
Google’s attention.


Sear
    ch E
          ngin
               eM
                 arke
                      ting
                                                  ization
                                           O ptim
                               h En gine
                     Searc
           th or
       A u
   e l=
  R
                          28
Content consumers already use Google to
consume lots of information.




                   29
But what about these guys?
              Content
              Curator
                            Content
Content                    Consumer
Producer




                  30
Sure, you can produce and
consume content on Google+.
But Google+ is really built for
content curation.




        31
In other words,
Google+ is for
“Information Networkers.”
                32
It’s part        It’s part
interest          social
 graph.           graph.



            33
Or perhaps we should call it
     what it really is:
our “Shared Interest Graph.”

            34
A service for sharing our
interests with those who share
          our interests.

             35
Image Credits:
Spider web: http://www.flickr.com/photos/werkman/

Friends: http://www.flickr.com/photos/timcaynes/

White board http://www.flickr.com/photos/mc_sensei/

Stone tablet: http://www.flickr.com/photos/vagabondvince/

Screen viewing: http://www.flickr.com/photos/xixidu/

Word face: http://www.flickr.com/photos/freeflyer09/5104803562/

Dalmatian: http://www.flickr.com/photos/halften/

Magnifying glass & book: http://www.flickr.com/photos/jakebouma/3345296623/

Magnifying glass & money: http://www.flickr.com/photos/59937401@N07/5858011914/

Keyboard: http://www.flickr.com/photos/anonymouscollective/

Typesetting: http://www.flickr.com/photos/thomashawk/172495285/

Operators: http://www.flickr.com/photos/ironrodart/4154904299/

Scale: http://www.flickr.com/photos/sepehrehsani/
                                        36

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Shared interest graph

  • 1. What is Google+? (really.) Gideon Rosenblatt March 5, 2012
  • 2. Networks: They connect us to lots of things, including information & people. 2
  • 3. Information Networks The web is an information network connected by web links. 3
  • 4. Social Networks A community is a social network connected by relationships. 4
  • 5. These guys used our web links to make it easier to use our information networks. 5
  • 6. These guys used our relationships to make it easier to use our social networks. 6
  • 7. Then these guys came along and made it easier to connect with people we didn’t know. 7
  • 8. And our social networks subtly changed. They were no longer just connections with friends... 8
  • 9. And that led to people using social networks to connect information networks. We became “information networkers.” 9
  • 10. To fulfill its mission, Google needed a social network to help information to organize the world’s networkers organize information information networks. and make it And so, a universally new accessible and social useful. network was born. 10
  • 11. Plot a network with dots and lines like this, and it’s called a network “graph.” 11
  • 12. Map me to the things I’m interested in, and it’s called my “interest graph.” Gideon Rosenblatt 12
  • 13. Guess who has a really good understanding of your interest graph... 13
  • 14. 14
  • 15. You see, Google+ isn’t competing with Facebook to build the world’s best “social graph.” / = It’s using the social graph to build the world’s best interest graph. 15
  • 16. Let’s take a quick look at how that interest graph connects people... 16
  • 17. Let’s connect the dots, with an example. 17
  • 18. Drew writes about Fran curates information Dalmatians. on Dalmatians. Drew, Fran and Alex Alex loves to read all have an interest in about Dalmatians. “Dalmatians.” 18
  • 19. They express their interest in Dalmatians by: Searching for information on “Dalmatians” Likes and Plus Ones on Dalmatian articles Sharing articles about Dalmatians 19
  • 20. These interactions improve the Interest Graph... So search engines give us better results... ...publishers give us more relevant content... 20
  • 21. ... and both get more advertising dollars. 21
  • 22. When you include the flow of social interactions, the interest graph also shows influence. Influence 22
  • 23. Drew writes. Fran curates. Writers and Alex reads. information curators strongly influence readers. 23
  • 24. The “Influence Graph” Map the flow of content through our social connections, and you find the “influence graph.” 24
  • 25. Writers and curators are extremely valuable to search engines (and advertisers) because of the fanout effect of their influence on a social network. 25
  • 26. is building a whole business around the influence graph. But Google is paying close attention to the influence graph too. 26
  • 27. Look at that influence map again to see what Google’s really doing. Content Curator Content Content Consumer Producer Influence 27
  • 28. Content producers already benefit from Google’s attention. Sear ch E ngin eM arke ting ization O ptim h En gine Searc th or A u e l= R 28
  • 29. Content consumers already use Google to consume lots of information. 29
  • 30. But what about these guys? Content Curator Content Content Consumer Producer 30
  • 31. Sure, you can produce and consume content on Google+. But Google+ is really built for content curation. 31
  • 32. In other words, Google+ is for “Information Networkers.” 32
  • 33. It’s part It’s part interest social graph. graph. 33
  • 34. Or perhaps we should call it what it really is: our “Shared Interest Graph.” 34
  • 35. A service for sharing our interests with those who share our interests. 35
  • 36. Image Credits: Spider web: http://www.flickr.com/photos/werkman/ Friends: http://www.flickr.com/photos/timcaynes/ White board http://www.flickr.com/photos/mc_sensei/ Stone tablet: http://www.flickr.com/photos/vagabondvince/ Screen viewing: http://www.flickr.com/photos/xixidu/ Word face: http://www.flickr.com/photos/freeflyer09/5104803562/ Dalmatian: http://www.flickr.com/photos/halften/ Magnifying glass & book: http://www.flickr.com/photos/jakebouma/3345296623/ Magnifying glass & money: http://www.flickr.com/photos/59937401@N07/5858011914/ Keyboard: http://www.flickr.com/photos/anonymouscollective/ Typesetting: http://www.flickr.com/photos/thomashawk/172495285/ Operators: http://www.flickr.com/photos/ironrodart/4154904299/ Scale: http://www.flickr.com/photos/sepehrehsani/ 36