From the latest installment of Digital Technocracy, the DraftFCB series that challenges people to present concepts to the agency in 6.5 minutes. My challenge was to present the social graph. So I did what any 36 year old American would do: look to the Brady Bunch to show us the way. From Sherwood Shwartz's social graph to how we map relationships, through Facebook's Open Graph. How social networks are mapped, and the common characteristics that make up weak or strong networks, it's a basic primer on how we're all connected to the people that matter online.

1. The Social Graph
mmm, graphy.

2. The Social Graph
is the networked public of actors (people,
organizations, objects) connected by one or
more kinds of interdependency.
It’s a lot.

3. Before I can tell
you that story
I have to tell you this one:

4. Lovely Lady
Man named
brady

5. This group could form
a basic social unit
Hey! It’s a social graph
right in the title sequence

6. It’s the way we all became
the social graph
Relationships happen through content sharing
through devices

7. How we might
visualize it today
Greg
Marsha Carol
Jan Peter
Cindy
Mike Bobby
The more content sent to the same people
the more we can understand about
the relationships between them

8. Here’s where it
gets nutty
The graph changes depending on context

9. Deciding on a
vacation
Jan Peter
Carol
Marsha Greg
Mike
Cindy Bobby

10. What to write on a
silver platter
Jan Peter
Marsha
Greg
Cindy
Bobby

11. Collecting,
connecting,
processing,
visualizing
understanding
It’s a lot of freakin work.

12. Facebook tries to
make this easy
...for us to identify ourselves, and to draw the
social graph for them

13. So they can connect us
On behalf of brands

14. And now,
the Open Graph
Putting like buttons everywhere is the “open” part
It also puts Facebook in a data ownership position

15. Who is most
important?
In this workplace visualization, you’d think
the center node, Diane is most important.

16. Who is most
important?
The people with the most connections

17. What Makes a strong
network?
Social network strength is defined by
interconnected clusters
Image: University of Maryland Human-computer Interaction Lab

18. What network is this?
Global Jihad Terrorist Network
Image: University of Maryland Human-computer Interaction Lab

19. What Makes
a weak network?
Only a few nodes that connect whole groups
Image: University of Maryland Human-computer Interaction Lab

20. What network is this?
US Senate Voting Patterns
Image: University of Maryland Human-computer Interaction Lab

21. So what do we do?
• Start graphing our clients’ audiences
(with the help of specialists)
• We can practice this internally too
• Not in the typical reach-based
influencer model
• Who has the most overlap between
groups?
• Be the first large agency with real
network visualization and predictive
modeling

22. Why it matters
• The social graph shows us how consensus
is made in groups.
• We must facilitate meaningful interaction
between people.
• Understanding network dynamics is
growing in importance every minute.

23. What’s the
single most
important
immediate
goal?

24. Let’s Go Flyers!

25. Thanks!
Michael Leis
@mleis