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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
A SIMPLE TRUTH
• 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?    Int
                                              yo   ern
                                                 ur et is
                                                    wi f
                                                         e!
HOW WE GOT HERE
1.           The age of Email & Directories: 1995...


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


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


4.           The age of the Apps Ecosystem: 2008...
ACCELERATED
                                     ADAPTATION RATE

               150
Rate of Adaption by users




               113


                            75


                            38


                            0
                            Google    facebook   twitter   foursquare   instagram
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


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


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

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The interest graph

  • 1. 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
  • 2. A SIMPLE TRUTH • 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? Int yo ern ur et is wi f e!
  • 3. HOW WE GOT HERE 1. The age of Email & Directories: 1995... 2. The age of Instant Messaging & Search Engines: ...1999... 3. The age of Social Media: ...2004... 4. The age of the Apps Ecosystem: 2008...
  • 4. ACCELERATED ADAPTATION RATE 150 Rate of Adaption by users 113 75 38 0 Google facebook twitter foursquare instagram
  • 5. 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
  • 6. 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
  • 7. 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.
  • 8. 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 Source: facebook Maintained Relationships on Facebook (1) How Many Friends Can You Have? (1)
  • 9. 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. Source: facebook Maintained Relationships on Facebook (1) How Many Friends Can You Have? (1)
  • 10. THE SOCIAL GRAPH & the technology is here...
  • 11. 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)
  • 12. 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.
  • 13. 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.
  • 14. 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?”
  • 15. SOCIAL MEDIA 2.0: THE INTEREST GRAPH the network of people who share interests with you, but who you don’t necessarily know personally
  • 16. 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.
  • 17. 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.
  • 18. 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.
  • 19. THE INTEREST GRAPH It is already implemented in applications like ZITE & NewsMix and soon in Flipboard
  • 20. 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.
  • 21. 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”