Facebook Graph Search: Revenue Potential & Marketplace Implications

Excerpt from a BIA/Kelsey Client Report

Jed WilliamsSenior AnalystBIA/Kelsey

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© 2013 BIA/Kelsey. All Rights Reserved.

Executive Summary

Facebook recently unveiled Graph Search, its long-awaited foray into search. CEO Mark Zuckerberg calls it’s the company’s “third pillar,” alongside the news feed and timeline.

Graph Search is distinct from traditional web search. It doesn’t strive to beat Google at its own game, but give users a unique in-network experience to foster greater stickiness and engagement.

Rather than show links to third party content, Facebook will instead leverage its 1 billion users, 240 billion photos, and 1 trillion total connections to answer queries with interrelated social signals.

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© 2013 BIA/Kelsey. All Rights Reserved.

Facebook Graph Search: What It Is

Multi-Dimensional Search: The engine can surface multiple levels of connections using “likes” and other social signals as connective elements. For example:

Cafes in New York ‘liked’ by Friends living in New York Friends working at a particular company (e.g., Facebook) with Friends

working at another company (e.g., Google), with specific job titles (e.g., Sales Manager)

Closed-Query Search: Google’s engine uses algorithms to present numerous likely answers to open-ended queries. Graph Search mines layered connections to find a precise answer, with “likes” and other social engagement signals serving as “authority votes.”

For example, photos of the Eifel Tower (open) vs. photos taken by Friends of the Eifel Tower (closed)

Initial Focus: People, Photos, Places, Interests

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Graph Search: Search Headings & Sample Searches

Search Categories & Connections

Sample Searches

Source: Facebook

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© 2013 BIA/Kelsey. All Rights Reserved.

Graph Search: Revenue Potential

The Big Idea: Facebook moves down-funnel into demand fulfillment by monetizing intent-based search

“Sponsored Discovery” – How It Could Work: Facebook has already been testing “search typehead ads,”

which insert sponsored results above and within organic listings. Search ads related to places can extend naturally to other core

Graph Search categories, photos & interests. Potential for “related query” ad placement (e.g., transit services

against restaurant/event searches; retail products against travel searches).

Premium tools similar to LinkedIn could give recruiters special access and capabilities.

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Sponsored Graph Search Results - Mockup

Source: TechCrunch

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© 2013 BIA/Kelsey. All Rights Reserved.

Competitive Analysis: Potentially Disrupted Segments & Companies

Location-based services and local content sites

Horizontal Directories

Facebook’s Developer Ecosystem

<Details on each area are delivered in the client report.>

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© 2013 BIA/Kelsey. All Rights Reserved.

Graph Search: BIA/Kelsey Takeaways

Facebook Graph Search offers a unique, companion search experience that isn’t a direct threat to Google. However, its success is crucial for Facebook to continually increase its user engagement and offer a distinct advertising opportunity beyond display. If Graph Search succeeds, these two drivers will propel each other in a virtuous loop.

<Full BIA/Kelsey takeaways are delivered in the client report.>

Questions & Comments:Jed Williams | 703-227-9657 | jwilliams@biakelsey.comwww.biakelsey.com/SLM

Copyright © 2013 BIA/Kelsey. All Rights Reserved.

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