The interest graph captures users' interests and future plans rather than just past actions shared on social media. It consists of what users like rather than who they know. Platforms like Pinterest and YouTube allow users to express interests. For consumers, the interest graph provides a way to discover related products and plans. Best practices include marketing based on interests and context, and leveraging influencers. Success is measured through engagement, awareness, traffic, and purchase outcomes. The interest graph is likely to continue growing in importance as a way for brands to understand customers beyond demographics. Brands should explore platforms, establish a presence, learn conversation strategies, and market based on interest data.

1. Harvesting Consumer Intent
from the Social Web

2. The social web encourages us to send out a constant stream of
likes, Tweets and check-ins. Things we’ve done and want to
share. Most of it, however, consists of past actions.
But what about our future actions? Our interests? The things in
our bucket lists? There’s a new interest graph emerging on the
web that allows us to express our passions, plans and intent in a
way that should be far more valuable to brands and marketers
than our declaration of things we’ve already done.

3. What is the interest graph?
How and why is it different than the social graph?
What are the platforms and what characterizes them?
What does the “interest graph” mean to consumers?
What are best practices and cases?
How do you start leveraging the interest graph?
What does success look like?
Where do we think this is going?
How do Brands get started?

4. 1
What is the interest graph?

5. The Social Graph consists of who a user knows while the Interest Graph
consists of what they like and the facets of their personality that make up
who they are. These connections can be much stronger than simply who
they are friends or acquaintances with.

7. 2
How is it different from the social graph?

14. Enjoy a complimentary resort stay when you
book a cruise of 7 nights or longer online with
American Express Travel.

16. 3
What are the platforms?

18. Social Utility

20. Social Commerce

23. Advertising

26. Content Distribution

27. "I believe that every interest will,at
some point, have a channel
serving that interest."
Robert Kyncl, Global Head of
Content, YouTube

28. 4
What does it mean to consumers?

30. Springpad example,
product,
decorating...

31. pinterest or other
platform
Trippy?

33. 5
What are best practices?

34. Marketing to interest and context.
I have three good
examples
Amex (finance)
Kotex (product)
Besos (retailer)
And one bad: Honda

35. Leveraging interest via influencers.
#influencers

37. Combining social and interest.

38. Establishing presence and sharing content.
whole foods pinterest

40. targeted most active pinners*
paid $500 to take 24-hour break
#pintermission board
pin what they did
*mashable

43. AutoMarketing Blog

44. 5,495 followers

45. 6
How do you leverage the interest
graph?

46. Market to the data
Be useful and contextual
Re-think content

48. Confirm mutual interests
Identify new ones
Discover relationships
Distribute content

49. 7
What does success look like?

50. Web traffic
• Platforms like Pinterest can drive more traffic than Google
or Twitter.
• It’s becoming a top traffic driver for women’s magazines.
• Distribution channel for retailers and content brands.

51. Brand awareness and engagement

52. Outcomes in purchase and action (ROI)
• Increased trust
• Demonstrate understanding of customer interests (rather
than marketing to their demographics)
• Relevant engagement leads to higher rates of conversion

53. 8
Where do we think it’s going?

54. +
Who you know
does not translate into Netflix and Amazon
what you like. capture interests.

55. 9
How do brands get started?

56. • explore all the sites
• establish a presence
• don’t commit to just one
• learn conversation strategy
• measure and track everything
• create relationships with platforms
• understand data and market to it
• do it yourself

57. If all you do is show,
the only thing users will do is look.

58. Questions