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Tom Boland, Erin Carter, Brian Camen and Matt Kelly January 2013 Facebook Graph Search

Facebook Graph Search

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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.

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Page 1: Facebook Graph Search

Tom Boland, Erin Carter, Brian Camen and Matt Kelly

January 2013

Facebook Graph Search

Page 2: 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

Page 3: Facebook Graph Search

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.�

Page 4: Facebook Graph Search

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.�

Page 5: Facebook Graph Search

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.

Page 6: Facebook Graph Search

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.

Page 7: Facebook 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]