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Facebook announced Graph Search, a new form of search based on users’ individual social graphs. The new functionality, which is only available in Beta right now, will allow Facebook users to search for people, photos and places – all through the lens of their friends. Content that used to slide down a user’s Newsfeed is now potentially ever-relevant, as users can search for people, places, photos, and similar interests. Facebook search has long been one of the untapped resources within Facebook that will now become more usable by members and, likely, more usable by brands going forward.
Citation preview
Tom Boland, Erin Carter, Brian Camen and Matt Kelly
January 2013
Facebook Graph Search
2FACEBOOK GRAPH SEARCH JANUARY 2013
Table of Contents
Summary� 3
What�is�Graph�Search?� 4
Implications�for�Brands� 5
FAQs� 6
About�Social@Ogilvy� 7
3FACEBOOK GRAPH SEARCH JANUARY 2013
POV: Facebook Graph SearchSummary
Facebook�announced�Graph�Search,�a�new�form�of�search�based�on�users’�individual�social�graphs.�The�new�functionality,�which�is�only�available�in�Beta�right�now,�will�allow�Facebook�users�to�search�for�people,�photos�and�places�–�all�through�the�lens�of�their�friends.�Content�that�used�to�slide�down�a�user’s�Newsfeed�is�now�potentially�ever-relevant�as�users�can�search�for�people,�places,�photos,�and�similar�interests.�Facebook�search�has�long�been�one�of�the�untapped�resources�within�Facebook�that�will�now�become�more�usable�by�members�and,�likely,�more�usable�by�brands�going�forward.�The�simple�fact�that�Facebook�users�can�find�what�other�friends�are�fans�of�Ford�Fiesta�or�have�liked�a�brand�application�may�drive�more�discovery.�This�new�search�functionality�may�also�breathe�new�power�into�the�object�“like”�as�users�can�search�for�a�most�liked�post�or�piece�of�content,�and�brands�will�be�able�to�capitalize�on�their�����������������fans�as�true�word�of�mouth�evangelists.�
4FACEBOOK GRAPH SEARCH JANUARY 2013
What is Graph Search?Facebook�Graph�Search�allows�users�to�search,�based�on�people,�places,�photos,�and�interests.�Results�can�be�segmented�by�interest�and�other�profile�variables�(e.g.,�education,�gender,�relationship,�etc.).�Users’�privacy�settings�will�determine�what�their�connections�are����������������allowed�to�see.
People
Instead�of�searching�only�by�name,�users�may�find�friends�who�share�commonalities�within�their�profile�info�or�interest�sections.�Examples�include�“friends�who�live�in�New�Paltz,”�“people�from�my�hometown,”�and�“friends�who�like�Wonka�candy.”
Places
Users�can�discover�physical�locations�their�friends�have�been�to,�not�limited�to�things�like�music�venues�and�restaurants�(sample�results�page�to�the�right).�Examples�could�include�“Wolfgang�Puck�restaurants�my�friends�have�been�to,”�“countries�my�friends�have�visited�that�I’ve�also�been�to,”�“tourist�attractions�in�Rome�that�my�friends�have�visited.”
Photos
Without�clicking�to�friends’�pages,�users�can�now�find�tagged�photos�on�a�unique�landing�page,�based�on�their�search�queries.�Photo�results�will�include�those�hidden�from�a�user’s�timeline.�Examples�include�“photos�of�my�friends�before�1987,”�“photos�of�the�Space�Needle,”�and�“photos�I�like.”
Interests
Users�can�now�search�based�on�similar�interests,�such�as�“friends�who�like�to�watch�‘Modern�Family,’”�“languages�my�friends�speak,”�“business�books�read�by�marketers,”�and�“friends�who�listen�to�The�Avett�Brothers.”
Privacy
Your�privacy�settings�will�determine�what�others�are�allowed�to�see.�With�Graph�Search,�users�can�find�items�you’ve�shared�with�them,�including�public�content.�This�video�from�Facebook�explains�more.�
5FACEBOOK GRAPH SEARCH JANUARY 2013
Implications for Brands
More Opportunities for Facebook Users to Discover Your Brand
Graph�Search�opens�the�door�for�brands�to�become�discovered�more�easily,�by�more�people.�Because�Graph�Search�provides�the�ability�to�search�for�which�friends�have�traveled�to�an�exotic�destination,�or�who�has�eaten�at�the�hottest�restaurants�in�the�city,�or�who�likes�the�same�music,�users�will�be�able�to�find�more�people�like�themselves.�And�brands�will�be�able�to�find�more�Facebook�users�who�are�potential�fans�–�and�potential�brand�advocates.�It’s�no�surprise�that�Facebook�users�rely�heavily�on�their�social�network�for�reviews�and�recommendations;�now,�brands�can�leverage�those�networks�and�recommendations�on�Facebook�by�ensuring�they�appear�in�users’�Graph�Search�results.�
Increased Need to Ensure Content is Likeable and Shareable
We’re�moving�to�an�environment�where�SEO�needs�to�be�augmented�with�the�optimization�of�social�engagement.�Search�graph�signals,�such�as�Likes�and�Shares�—�whether�on�a�Facebook�page�or�on�a�website�—�will�now�increasingly�be�part�of�the�process�that�determines�whether�your�brand�surfaces�in�search�results�on�Facebook.��A�similar�process�on�Google�already�considers�Google+�sharing�and�+1’s�in�search�result�visibility.
More People Finding Brands by Location
One�of�the�filters�that�can�be�used�is�location.�For�example,�a�Facebook�user�could�search�for�“friends�who�shopped�for�shoes�near�Chicago.”�Because�brands�with�physical�locations�will�appear�in�Graph�Search�results,�it’s�important�to�make�sure�that�your�contact�information�
–�where�your�offices�and�retail�locations�are�located�–�is�readily�available.�After�all,�if�a�Facebook�user�is�in�hot�pursuit�for�those�shoes�of�yours�that�debuted�during�Fashion�Week,�you�want�her�to�be�able�to�find�them�–�and�become�a�fan�of�your�brand�in�the�process.
Image Content has New Value for Brands
Who�doesn’t�love�to�scroll�through�their�friends’�old�photos�on�Facebook?�Graph�Search�now�allows�users�to�search�users’�photos�with�all�manner�of�filters,�such�as�“photos�of�friends�near�mountains,”�“photos�of�friends�taken�before�1984,”�and�“photos�of�friends�taken�in�Chicago.”�Because�users�can�search�for�photos�in�such�myriad�ways,�brands�should�consider�allowing�fans�to�tag�them�in�photos.�(Of�course,�this�opportunity�should�be�weighed�against�reputational�risk.)�Additionally,�brands�should�consider�when�it�is�appropriate�to�post�images�and�albums�of�their�own,�with�detail-rich�captions�and�meta-data,�so�that�their�images�appear�in����������������������Graph�Search,�as�well.
Community Management Best Practices Matter
According�to�Facebook,�brands�that�are�most�popular�among�the�Graph�Search�users’�closest�friends�will�be�displayed�first.�This�means�that�it�may�not�be�enough�just�to�get�a�Facebook�user�to�“like”�your�brand�page.�More�than�ever,�brands�will�need�to�exercise�best�practices�in�community�management�in�order�to�build�brand�advocates�on�Facebook.�Brands�will�need�to�establish�relationships�with�their�fans,�and�cultivate�those�relationships�through�two-way�dialogue,�in�order�to�give�the�fans�the�opportunity�to�become�ambassadors�–�and�give�the�brands�the�chance�to�appear�high�in�Graph�Search�results.
6FACEBOOK GRAPH SEARCH JANUARY 2013
FAQs
1. How is Graph Search different from search engines?
Facebook�has�indicated�that�it�isnot�developing�a�search�engine,�but�with�over�a�billion�users�on�Facebook,�it�seems�likely�that�users�will�start�to�turn�to�Facebook�to�run�certain�types�of�search�queries�that�may�have�previously�been�run�on�Google�or�Bing.�Graph�Search�does�seem�to�compete�with�Google+.�Facebook�currently�has�a�partnership�with�Bing�to�������������������������������deliver�Web�search�results.
2. How is Graph Search different from current search options on Facebook?
Current�search�options�allow�users�to�search�for�people,�places�and�things�by�entering�a�keyword.�Graph�Search�allows�Facebook�users�to�search�for�which�of�their�friends�have�specific�likes/interests�and�allows�for�deeper�segmentation.�Some�criteria�users�may�search�by�include�Likes/interests,�employer,�school,�current�city,�hometown,�friendship,�relationship�status,�gender�and�language.
3. Why do I see different search results than my friend, when we are searching for the same thing?
Search�results�are�personalized�for�you�and�your�network.�Even�though�you�are�searching�for�the�same�thing,�your�friend’s�network�may�be�comprised�of�different�Facebook�users,����������������who�have�different�likes/interests.
4. When may I start using Graph Search?
Graph�Search�is�currently�in�beta�testing�to�a�small�group�of�Facebook�users�in�the�United�States.�To�join�the�waiting�list�to�become�a�beta�tester,�visit�https://www.facebook.com/about/graphsearch.�A�global�launch�date�of�Graph�Search�has�not�been�announced�publicly.
5. I want to learn more about Graph Search and its impact for my brand. What can I do?
Your�Social@Ogilvy�team�can�set�up�time�with�you�to�strategize�around�Graph�Search,�and�walk�you�through�steps�to�ensure�that�your�brand�page�is�maximizing�possibilities�to�appear���������������as�a�result�in�a�Graph�Search.
About Social@Ogilvy
Social@Ogilvy�is�the�largest�social�media�marketing�communications�network�in�the�world.�Named�2011�Global�Digital/Social�Consultancy�of�the�Year�by�The�Holmes�Report,�the�practice�
leverages�social�media�expertise�across�all�Ogilvy�&�Mather�disciplines,�offering�an�extensive�list�of�services�within�the�foundational�business�solutions�–�Listening�and�Analytics;�Social�Business�Solutions;�Social�Media�Marketing�and�Communications;�Social�Shopping;�Social�CRM;�Social�Care;�and�Conversation�Impact.
For�more�information,�visit�social.ogilvy.com�and�connect�with�us�at www.facebook.com/socialogilvy,�www.twitter.com/socialogilvy,�www.slideshare.com/socialogilvy.
Contact:�[email protected]