SOCIAL MEDIA 2.0: THE INTEREST GRAPH

or

I know what you did last summer, so let me tell you what you should do this one

• facebook: What are you thinking now?

• twitter: What are you doing now?

• foursquare: Where are you now?

• instagram: What are you seeing now?

• last.fm: What are you listening to now?

A SIMPLE TRUTH

Internet isyour wife!

HOW WE GOT HERE

2. The age of Instant Messaging & Search Engines: ...1999...

3. The age of Social Media: ...2004...

4. The age of the Apps Ecosystem: 2008...

1. The age of Email & Directories: 1995...

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Google facebook twitter foursquare instagram

ACCELERATED ADAPTATION RATE

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SOCIAL MEDIA 1.0:THE SOCIAL GRAPH

the global mapping of everybody and how they're

related

Source: http://en.wikipedia.org/wiki/Social_graph

THE SOCIAL GRAPH

1.Social Media work as a platform for users to communicate and share content

2.Each user is his/her own Brand

3.Communication inside a social graph can become viral

THE SOCIAL GRAPH

In 1992, British anthropologist Robin Dunbar calculated that the human brain's size should lead to our social groups naturally averaging at around 150 people.

THE SOCIAL GRAPH

In Social Networks, it is common for users to have hundreds even thousands of “friends” or “followers”

The number of active “connections” nevertheless usually remains bellow150

How Many Friends Can You Have? (1)Maintained Relationships on Facebook (1)Source: facebook

THE SOCIAL GRAPH

To truly harness the power of the social graph, we need more than a platform that connects us with everyone we know.

We need a platform that connects us to the people & content we should know.

How Many Friends Can You Have? (1)Maintained Relationships on Facebook (1)Source: facebook

THE SOCIAL GRAPH

& the technology is here...

THE RECOMMENDATION ENGINES

Marissa Mayer (Vice President, Search Products & User Experience, Google)

“...card companies know with 98% accuracy two years before that you're going to get divorced...” (SXSW 2011)

THE RECOMMENDATION ENGINES

Whether or not the previous claim is true, on-line retailers in the past few years have been betting their future on the idea that they can harness the power of their user-base preferences & consumption patterns, to bring more relative recommendations with a higher probability of purchasing.

Netflix on Sep 2009, offered a grand prize of 1.000.000 $ for a recommendation algorithm that bested their own.

THE RECOMMENDATION ENGINES

It all ends up to answering a simple question:

“What would you most probably buy?”

...based on your own past actions & those of people with similar preferences and patterns to yours.

THE RECOMMENDATION ENGINES

In a similar way the Social Graph could benefit from answering a simple question:

“What would you most probably like to share/ read/ watch/ listen to?”

SOCIAL MEDIA 2.0:THE INTEREST GRAPH

the network of people who share interests with you, but who you don’t necessarily know personally

THE INTEREST GRAPH

The interest graph represents the convergence of the mechanisms behind the Social Networks & the Personalized Recommendation Engines.

It analyzes yours & your friends’ interests, compares them to all the other users with similar patterns of behavior, and delivers new recommendations on content that is closer to your likings.

THE INTEREST GRAPH

The interest graph is the new way to discover new content & people with similar tastes to you.

It is the new way to get from your social graph (& beyond), the content that will interest you personally, and not the latest “cute little kitty” video, or message from a brand you would never use.

THE INTEREST GRAPH

One of the first areas where it is being implemented, is that of the “Social Magazines”.

These applications aggregate content from a variety of social media, and based on specific algorithms, present to the user the content that is considered more relevant to his/her preferences.

The more the user uses the applications, the more accurate they become.

THE INTEREST GRAPH

It is already implemented in applications like ZITE & NewsMix and soon in Flipboard

THE INTEREST GRAPH

As brands need to engage their existing and prospect customers in a deeper level and with a higher accuracy, the interest graph introduces a new challenge and opportunity:

To communicate your messages to those people that could genuinely be interested to what you have to say.

The interest graph promises to deliver your message to those that interest you.

THE INTEREST GRAPH

It is here to tell you:

“I know what you did last summer, so let me tell you what you should do this one”

THANK YOU!George Chatzopoulos

@GeorgeDC