The social graph and data portability have long been a geek discussion. This is hopefully a nice primer for marketers to start thinking about the social graph and its potential. Granted, there are many counterpoints to the ideas expressed here, and many other issues around data portability including decentralization, the creation of microformats and how FBC is contrary to the Open movement...but I wanted this to be an intro for marketers.
9. But would if we had one identity
and our friends & data
could automatically be wherever we went?
10. 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
11. There are several protocols and initiatives in
development to help realize data portability
12. Google Friend MySpace Data
Facebook Connect
Connect Availability
…And major networks are adopting open strategies enabling
forms of “data portability” or graph access on third-party sites
13. the Web is literally becoming an
entirely social experience
14. So what
does this
have to do
with digital
marketing?
15. Its not about just setting up shop in social spaces
User Brand
expectations
experience
Its building brand experiences that embrace the graph
20. 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
The Insider.com now provides an
their Facebook friends)
enhanced user experience with all
the aspects of a social network, but
without requiring extra effort to participate
21. CNN + Facebook Connect
Still have to create a separate login…
But once registered, users can access friends and
share forum activities back through Facebook
22. Users opt-in to spread forum debate comments
instantly to their Facebook friends
Millions may now be prompted to join the forum…
without advertising
23. Consider how easily accessible
graph data could enhance the
brand experience online
24. …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
25. A userʼs social graph creates a highly customized
and relevant online experience…
Ubiquitous access to that data would make for a truly
useful experience without over-taxing users
27. 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)