Portable Social Graphs - Imagining their Potential

© 2008 Razorfish. All rights reserved. Confidential and proprietary.

Portable Social Graphs Imagining their Potential

3 Dec 08

© 2008 Razorfish. All rights reserved. Confidential and proprietary.page 2

We believe that portable social graphs coming from Facebook, MySpace, Google, Yahoo and Microsoft are going to transform how consumers interact with digital technology and each other. Marketers and web product managers must take notice today.

Here are some really provocative examples using Facebook Connect.

Imagine if your competitor was doing some of these things. But first some context…


On July 23rd, Mark Zuckerberg introduced us to Facebook Connect.


Facebook Connect is the next generation of the Facebook Platform.

It gives any website the power of social context that is currently only found within the walls of a social network.


Trusted Authentication: connect your Facebook account with any partner site using a trusted authentication method

Real Identity: take your real identity information with you anywhere on the web

Friends Access: stay connected to friends and family anywhere on the web

Dynamic Privacy: your Facebook account privacy settings will follow you to external websites

According to Mark, Facebook Connect’s features fall into the following four buckets:


A few sites have already implemented Facebook Connect. Here’s what we are seeing:

Facebook Connect as an alternative to site registrationsSites are allowing users to login through Facebook Connect, presenting an easy and quick alternative to normal registrations.


Facebook Connect allows users to share site actions back to the Facebook News FeedAfter making a comment on a website, sites are prompting users to publish stories back to their Facebook profile.


Facebook Connect provides a way to find existing friends who use the same site.Facebook friends who happen to use the same site are automatically surfaced and presented to the user.


This is all great...

But you are seeing today is just the tip of the iceberg.


When a user logs in through Facebook Connect, the website has access to an unprecedented amount of user data as well as the ability to seamlessly integrate their web services into Facebook features like events, photos, messaging and status.

We see a new breed of web sites coming…

Please note: the mock-ups you’re about to see are concept sketches that we are using to illustrate the potential of Facebook Connect. These are not actual products nor have we worked with any company to create these mock-ups.


What if Amazon implemented Facebook Connect?Key influencer

identificationBy logging in through Facebook Connect, Amazon can determine that you have a relatively high number of friends, wall posts, and tagged photos for your demographic. This information indicates that you’re likely to be more influential online. Amazon could present you with special offers in an effort to reach out to online influencers.


What if Amazon implemented Facebook Connect?Product suggestions

through profile scrapingAmazon can suggest products to you using your Facebook profile data. This data can include: brands you are a fan of, age, gender, location, stated interests and more. In this case, you have been offered Tommy Hilfiger polos because you are a fan of the brand on Facebook and a member of a college network that the shirt sells well in.


What if Amazon implemented Facebook Connect?See reviews from

people you knowDon’t waste your time wading through hundreds of reviews from strangers. If your friend has reviewed a product that you’re interested in, their review will be surfaced and promoted.


What if Amazon implemented Facebook Connect?Consult your

friends at the point of purchaseAny friend currently online on Facebook is at your fingertips. Chat with them about a product without leaving the page.


Now imagine your own ecommerce presence leveraging Facebook Connect in a similar fashion. Your customers will be able to harness the advice from their friends and family to make more confident and happier purchasing decisions.

This isn’t just for Amazon, it’s for every retailer online.


But leveraging a social graph goes beyond enhancing a retailer website. Imagine a new generation of social utilities enriching human experiences online…


What if iTunes implemented Facebook Connect?Top songs that

matterWith Facebook Connect, the most popular songs can be determined by those who you actually know.You can even see what music specific groups of friends from college, work and your neighborhood are listening to.

iTunes Store Artist Page


What if iTunes implemented Facebook Connect?The real

groupiesAn iTunes with Facebook Connect can analyze song plays to determine which friends actually spend the most time listening to an artist. With that information, true top fans can be established.

iTunes Store Artist Page


What if iTunes implemented Facebook Connect?A music profile

with rankings and recent playsSee your friend’s rankings relative to the people in your network. Chris Ferro is a high-ranking ‘discoverer’, meaning he finds future hits before anyone else does.

Chris Ferro’s iTunes Profile


What if iTunes implemented Facebook Connect?Find your music

soul mateBy tracking the play counts of you and your friends, you can find out who shares your love of the same music, surfacing new dimensions of your relationship.



What if iTunes implemented Facebook Connect?Integrated events

Facebook Connect allows sites to plug into Facebook’s event system seamlessly. Users can create Facebook events, view guest lists, and RSVP without ever leaving the site. In this case, you could see which online music events your friend is attending and RSVP for it, automatically saving the event to your Facebook Calendar all from iTunes.



What if iTunes implemented Facebook Connect?Online listening

parties with your friendsArtists could host virtual listening parties for unreleased albums. Chat alone with your Facebook friends as the album plays or open the conversation up to the entire iTunes community.

iTunes Listening Party


But should an idea like this be restricted just to iTunes? Think about any digital application or service and how it can become a social utility. We live our lives among our families, friends and in our communities. Our digital lives can and should be more social too.

The next time you’re organizing an event, launching a product, or providing a service to your customers online, think hard about whether it needs to be a social utility as well.


We believe portable social graphs are also going transform mobile which arguably is the most social application out there.


What if iPhone games implemented Facebook Connect?

Simplified tournament planningWant to gather your buddies for a racing tournament? A Facebook Connect version of an iPhone game will automatically detect friends that have installed the app and allow you to publish a Facebook event without leaving the screen. Crash Bandicoot Tournament

Planner



Social gaming outside the walls of a social networkPlaying a video game with friends once required everyone to be in the same room or a very organized group of friends all gathering online at a single time. With Facebook Connect, social gaming lacks that hassle and is still every bit as fun.

Racing With Friends



High scores and records that matterSee high scores relative to your school, hometown or workplace. Once you earn a record, post it as a newsfeed story with one click.

Post-Race Awards


So the iPhone is cool and social games on an iPhone are even cooler. But this idea doesn’t need to be restricted to the iPhone.

Just as Google Docs is influencing the nature of collaboration so too can our social graphs be integrated into our mobile experiences more directly.

What’s going to be the Blackberry social killer app or the Windows Mobile social utility that’s harnesses the social graph?


But there are some risks

Facebook could change the rules. We also can’t be sure about how Microsoft, Google, Yahoo and MySpace will implement their versions.

Potential privacy uproar. We saw this once with Facebook Beacon. We could see it again if Facebook isn’t careful with the roll out of Facebook Connect.

Users may never become comfortable with logging into other sites through Facebook Connect or some other external username and password.

Companies may not like losing control of the registration and login process on their websites

© 2008 Razorfish. All rights reserved. Confidential and proprietary.

Want to learn more?

Contact us at [email protected] or at [email protected]

You can also visit us at http://jessepickard.comhttp://goingsocialnow.comhttp://razorfish.com

Special thanks goes to Daniel Stern, May Shi, Malcolm Ong and Jesse Stay for all their help with this presentation.

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Portable Social Graphs - Imagining their Potential

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