Facebook and The Theory of Likeability

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Explore a point of view on the Facebook Open Graph, how it can change the web and 5 predicitions of things to come.

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  • Nice presentation!
    Just one question: (slide 17) How is this empowering consumers?

    This is great but it only truly benefits us (businesses, advertisers, and web content providers.)
       Reply 
    Are you sure you want to  Yes  No
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Facebook and The Theory of Likeability

  1. 1. THE THEORY<br />of likeability<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  2. 2. E=mc2<br />I LIKE…<br />Engagement = media xconnections2<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  3. 3. We (thought we) had it down cold<br />How to leverage social sharing<br />How to interconnect social channels for best results<br />How to promote the right social actions on content & media<br />How to leverage Facebook Connect for website, mobile and more<br />How to use the best vehicles for the best interactions<br />How to blend social actions into commerce<br />How to measure it all afterwards…<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  4. 4. Then “likeability” happened…<br />On April 21st 2010, at the F8 Developer Conference, Facebook unveiled a feature that will dramatically change the web: The Open Graph API.<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  5. 5. What Is It?<br />“<br />Facebook has created a platform that allows sites and apps to share information about users in order to tailor offers, features and services to each one’s interests and tastes — even if that individual has never visited the site before.<br />When you’re signed on to Facebook, participating websites like CNN.com will display information, goods and services tailored specifically to your interests — without requiring you to sign in at that website or provide it with any information.<br />”<br /> - Mashable<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  6. 6. How It Works<br />The Social Graph is made up of social objects and their interconnections <br /><ul><li> Users as friends, photos of a user or event
  7. 7. Tags in a photo, comments on a wall
  8. 8. And now external objects a user likes…</li></ul>The Open Graph API aims to:<br /><ul><li> Codify these objects into a multitude of types
  9. 9. Aggregate affinity (likes) to those objects throughout the web
  10. 10. Make these affinities available throughout the web</li></ul>© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  11. 11. All it took was a simple action.<br />The all-time easiest Facebook function, easier than “share”<br />Allows users to “like” just about anything on the web<br />Enabled seamlessly, without authorization or private information<br />Applied to just about anything, including brand pages<br />Now living all over the web, on sites, blogs and anywhere else<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  12. 12. And some nifty social plug-ins.<br />As easy as a few lines of code<br />Built to be used on sites without using personal data<br />Provide incredible contextual relevance<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  13. 13. And the theory took off…<br />Over 50,000 websites have already integrated social plug-ins<br />Surpassed Zuckerberg’s prediction that the “Like” button would have 1 Billion hits in its first 24 hours.<br />Facebook has essentially taken over the web.<br />TechCrunch – 04/28<br />“Facebook’s stance is that social connections are going to be just as important going forward as hyperlinks have been for the web.”– Bret Taylor, Facebook<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  14. 14. The tip of the iceberg<br />What lies ahead: 5 predictions<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  15. 15. Mass Personalization<br />01.<br />Social behavior based personalization will become mainstream<br />“Pandora-like” experiences will become possible for all<br />Content and publishing sites stand to gain from this adoption through increased relevance and custom content<br />Devices will be a powerful adoption catalyst<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  16. 16. Graph Based Commerce<br />02.<br />Social shopping has a new beat<br />Recommendation vendors like BazaarVoice to integrate Open Graph<br />Commerce platforms such as ATG will leverage graph data and behavior for powerful social targeting, tracking and analytics<br />The “Facebook Shopping Cart” will come to life across retailers<br />“Facebook Checkout” will be born, supporting social shopping anywhere.<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  17. 17. Geo + Mobile + Physical<br />03.<br />Facebook will introduce geo-features<br />Mobile will enable liking and recommendation of venues<br />Physical places and items will become shareable<br />Mobile advertising will integrate social targeting<br />“Amy likes Mr. Chow’s, recommends the crispy duck – 200ft away”<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  18. 18. Graph Insights Mining<br />04.<br />Facebook Insights will be a powerful source of social analytics<br />Brands can now persist social graph data<br />Collective behaviors will be mined and analyzed<br />Social analytics vendors will get the “fire hose”, leveraging mass mining and analysis of social data<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  19. 19. Facebook Ads Everywhere<br />05.<br />The most powerful and lucrative shift Facebook will make<br />Real-time, rich targeting and segmentation will become possible anywhere<br />Social ad unit formats will dramatically evolve<br />Friend or consumer voices, even actions will become an integral part of ad messaging and content<br />Geo-social-mobile targeting will rule, targeting all devices<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  20. 20. R<br />Embrace likeability or else…<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  21. 21. 5 ways to get with the program<br />1. Accept that notions of privacy have changed<br />2. Realize that this is empowering consumers, not endangering them<br />3. Take the features for a spin and take a good look at your web analytics<br />4. Conduct a “likeability” assessment. <br />5. Understand how to best leverage the API before you dive into integrating your websites. <br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />
  22. 22. Thank<br />(Like)<br />You<br />Nathaniel Perez – Head of Social Experience<br />LinkedIn: http://www.linkedin.com/in/nathanielperez<br />Twitter: http://twitter.com/mahumbaba<br />Email:nperez@sapientnitro.com<br />© COPYRIGHT 2010 SAPIENT CORPORATION<br />

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