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 Connect 

Facebook Connect MySpace Data 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

Its building brand experiences that embrace the graph

User expectations

Brand experience

The promise of a ubiquitous, social brand experience

Data portability means

…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

their Facebook friends)

The Insider.com now provides an 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

Ubiquitous access to that data would make for a truly useful experience without over-taxing users

A userʼs social graph creates a highly customized and relevant online experience… 

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 muchAlisa Leonard Hansen

Sr. Social Media AnalystiCrossing

alisa.hansen@icrossing.com @alisamleo

The Web is Social Dot Com