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Whatʼs the 
  social graph
got to do with it?
Beyond social media: data portability and digital marketing
So what the heck is this “social graph”
    everyone keeps talking about?
Me 




      People I have expressed  
      rela0onships with online 
Simply put, the 

    social graph
 describes a digital
 map of users and
how they are related
to each other online
Right now, a userʼs social graph is often 

fragmented across multiple networks…
Each time I sign up for a new
service, I have to create a whole
new identity and re-invite or add
         friends…Arrrgh!
Create login, upload content, add friends
 Create login, upload content, add friends
   Create login, upload content, add friends
    Create login, upload content, add friends
      Create login, upload content, add friends
       Create login, upload content, add friends
         Create login, upload content, add friends
          Create login, upload content, add friends
            Create login, upload content, add friends
              Create login, upload content, add friends
               Create login, upload content, add friends
                 Create login, upload content, add friends
                  Create login, upload content, add friends
                    Create login, upload content, add friends
                     Create login, upload content, add friends
                       Create login, upload content, add friends
                        Create login, upload content, add friends
                          Create login, upload content, add friends
                            Create login, upload content, add friends
                             Create login, upload content, add friends
                               Create login, upload content, add friends
                                Create login, upload content, add friends
                                  Create login, upload content, add friends
                                   Create login, upload content, add friends
                                     Create login, upload content, add friends
                                      Create login, upload content, add friends
                                        Create login, upload content, add friends
                                          Create login, upload content, add friends
                                           Create login, upload content, add friends
                                             Create login, upload content, add friends
But would if we had one identity




       and our friends & data

could automatically be wherever we went? 
data 

portability:
“[The ability of] individuals to have
control over their data by determining
how they can use it and who can use it.
This includes access to data that is
under the control of another entity.”
                           –data portability workgroup
There are several protocols and initiatives in
 development to help realize data portability
Google Friend                                MySpace Data 
                        Facebook Connect 
     Connect                                     Availability 




…And major networks are adopting open strategies enabling 
forms of “data portability” or graph access on third-party sites
the Web is literally becoming an 

  entirely social experience
So what
 does this
have to do
with digital
marketing?
Its not about just setting up shop in social spaces




            User                       Brand
         expectations
               experience




    Its building brand experiences that embrace the graph
Data portability
means

 The promise of a ubiquitous, social brand experience
…and that the barrier to adoption for long tail services
     and applications becomes significantly reduced 
Ok, so lets
see it in
action…
TheInsider.com + Facebook Connect



   Users simply
   login using
   their
   Facebook
   credentials
Its still a bit wonky,
                                                         with an awkward,
                                                         automatically
                                                         derived
                                                         screenname 


                                                         Facebook profile
                                                         photo auto-
                                                         populates, so
                                                          no need to
                                                          re-upload




 Friends who also have
 signed up appear (and 
 users can easily invite
                                     The Insider.com now provides an
their Facebook friends)
           enhanced user experience with all 
                                  the aspects of a social network, but 
                            without requiring extra effort to participate
CNN + Facebook Connect




                                                       Still have to create a separate login…




 But once registered, users can access friends and 
 share forum activities back through Facebook
Users opt-in to spread forum debate comments 
       instantly to their Facebook friends




Millions may now be prompted to join the forum…
               without advertising
Consider how easily accessible
 graph data could enhance the
      brand experience online
…Or how it could impact online sales




  Friends who also purchased this item

                                          Example of how existing graph data could be used
                                          within the Amazon model of merchandising
A userʼs social graph creates a highly customized
and relevant online experience… 




   Ubiquitous access to that data would make for a truly
            useful experience without over-taxing users
Cool, so what next?
Food for future thoughts
 For marketers
 •    Site usability Web usability

 •    Usability = Portability (content + identity)

 •    No silos: creating a network-centric brand 

 For geeks
 •    Data Wars! Social Network as data storage vs. the Cloud

 •     Beyond portability: Data ubiquity and a decentralized graph
      
(FOAF, XFN, microformats oh my!)

 •    Ubiquitous social data and the promise of semantic Web (and VRM)
So very trapped in 

 the social graph
Thanks much

       Alisa Leonard Hansen

     Sr. Social Media Analyst

                    iCrossing

alisa.hansen@icrossing.com

                 @alisamleo

 The Web is Social Dot Com

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What's The Social Graph Got To Do With It?

  • 1. Whatʼs the social graph got to do with it? Beyond social media: data portability and digital marketing
  • 2. So what the heck is this “social graph” everyone keeps talking about?
  • 3. Me  People I have expressed   rela0onships with online 
  • 4. Simply put, the 
 social graph describes a digital map of users and how they are related to each other online
  • 5. Right now, a userʼs social graph is often 
 fragmented across multiple networks…
  • 6. Each time I sign up for a new service, I have to create a whole new identity and re-invite or add friends…Arrrgh!
  • 7. Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends Create login, upload content, add friends
  • 8.
  • 9. But would if we had one identity and our friends & data
 could automatically be wherever we went? 
  • 10. data 
 portability: “[The ability of] individuals to have control over their data by determining how they can use it and who can use it. This includes access to data that is under the control of another entity.” –data portability workgroup
  • 11. There are several protocols and initiatives in development to help realize data portability
  • 12. Google Friend  MySpace Data  Facebook Connect  Connect  Availability  …And major networks are adopting open strategies enabling forms of “data portability” or graph access on third-party sites
  • 13. the Web is literally becoming an 
 entirely social experience
  • 14. So what does this have to do with digital marketing?
  • 15. Its not about just setting up shop in social spaces User Brand expectations experience Its building brand experiences that embrace the graph
  • 16. Data portability means The promise of a ubiquitous, social brand experience
  • 17. …and that the barrier to adoption for long tail services and applications becomes significantly reduced 
  • 18. Ok, so lets see it in action…
  • 19. TheInsider.com + Facebook Connect Users simply login using their Facebook credentials
  • 20. Its still a bit wonky, with an awkward, automatically derived screenname Facebook profile photo auto- populates, so no need to re-upload Friends who also have signed up appear (and users can easily invite The Insider.com now provides an their Facebook friends) enhanced user experience with all the aspects of a social network, but without requiring extra effort to participate
  • 21. CNN + Facebook Connect Still have to create a separate login… But once registered, users can access friends and share forum activities back through Facebook
  • 22. Users opt-in to spread forum debate comments instantly to their Facebook friends Millions may now be prompted to join the forum… without advertising
  • 23. Consider how easily accessible graph data could enhance the brand experience online
  • 24. …Or how it could impact online sales Friends who also purchased this item Example of how existing graph data could be used within the Amazon model of merchandising
  • 25. A userʼs social graph creates a highly customized and relevant online experience…  Ubiquitous access to that data would make for a truly useful experience without over-taxing users
  • 26. Cool, so what next?
  • 27. Food for future thoughts For marketers •  Site usability Web usability •  Usability = Portability (content + identity) •  No silos: creating a network-centric brand For geeks •  Data Wars! Social Network as data storage vs. the Cloud •  Beyond portability: Data ubiquity and a decentralized graph (FOAF, XFN, microformats oh my!) •  Ubiquitous social data and the promise of semantic Web (and VRM)
  • 28. So very trapped in 
 the social graph
  • 29. Thanks much
 Alisa Leonard Hansen
 Sr. Social Media Analyst
 iCrossing
 alisa.hansen@icrossing.com
 @alisamleo
 The Web is Social Dot Com