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”

22. THANK YOU!
George Chatzopoulos
@GeorgeDC