social@ogilvy pov - facebook graph search

7/27/2019 Social@Ogilvy POV - Facebook Graph Search

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Tom Boland, Erin Carter,Brian Camen and Matt Kelly

January 2013

Facebook

Graph Search


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2FACEBOOK GRAPH SEARCH

JANUARY 2013

Table of Contents

Summary 3

WhatisGraphSearch? 4

ImplicationsforBrands 5

FAQs 6

AboutSocial@Ogilvy 7


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JANUARY 2013

POV: FacebookGraph Search

Summary

FacebookannouncedGraphSearch,anewformofsearchbasedonusersindividualsocialgraphs.Thenewfunctionality,whichisonlyavailableinBetarightnow,willallowFacebookuserstosearchforpeople,photosandplacesallthroughthelensoftheirfriends.Contentthatusedto

slidedownausersNewsfeedisnowpotentiallyever-relevantasuserscansearchforpeople,places,photos,andsimilarinterests.FacebooksearchhaslongbeenoneoftheuntappedresourceswithinFacebookthatwillnowbecomemoreusablebymembersand,likely,moreusablebybrandsgoingforward.ThesimplefactthatFacebookuserscanndwhatotherfriendsarefansofFordFiestaorhavelikedabrandapplicationmaydrivemorediscovery.Thisnewsearchfunctionalitymayalsobreathenewpowerintotheobjectlikeasuserscansearchforamostlikedpostorpieceofcontent,andbrandswillbeabletocapitalizeontheirfansastruewordofmouthevangelists.


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JANUARY 2013

What is Graph Search?

FacebookGraphSearchallowsuserstosearch,basedonpeople,places,photos,andinterests.Resultscanbesegmentedbyinterestandotherprolevariables(e.g.,education,gender,relationship,etc.).Usersprivacysettingswilldeterminewhattheirconnectionsareallowedtosee.

People

Insteadofsearchingonlybyname,usersmayndfriendswhosharecommonalitieswithintheirproleinfoorinterestsections.ExamplesincludefriendswholiveinNewPaltz,peoplefrommyhometown,andfriendswholikeWonkacandy.

Places

Userscandiscoverphysicallocationstheirfriendshavebeento,notlimitedtothingslikemusicvenuesandrestaurants(sampleresultspagetotheright).ExamplescouldincludeWolfgangPuckrestaurantsmyfriendshavebeento,countriesmyfriendshavevisitedthatIvealsobeento,touristattractionsinRomethatmyfriendshavevisited.

Photos

Withoutclickingtofriendspages,userscannowndtaggedphotosonauniquelandingpage,basedontheirsearchqueries.Photoresultswillincludethosehiddenfromauserstimeline.Examplesincludephotosofmyfriendsbefore1987,photosoftheSpaceNeedle,andphotosIlike.

Interests

Userscannowsearchbasedonsimilarinterests,suchasfriendswholiketowatchModernFamily,languagesmyfriendsspeak,businessbooksreadbymarketers,andfriendswholistentoTheAvettBrothers.

Privacy

Yourprivacysettingswilldeterminewhatothersareallowedtosee.WithGraphSearch,userscannditemsyouvesharedwiththem,includingpubliccontent.ThisvideofromFacebookexplainsmore.


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JANUARY 2013

Implications for Brands

More Opportunities for Facebook Users to

Discover Your Brand

GraphSearchopensthedoorforbrandstobecomediscoveredmoreeasily,bymorepeople.BecauseGraphSearchprovidestheabilitytosearchforwhichfriendshavetraveledtoanexoticdestination,orwhohaseatenatthehottestrestaurantsinthecity,orwholikesthesamemusic,userswillbeabletondmorepeoplelikethemselves.AndbrandswillbeabletondmoreFacebookuserswhoarepotentialfansandpotentialbrandadvocates.Itsnosurprisethat

Facebookusersrelyheavilyontheirsocialnetworkforreviewsandrecommendations;now,brandscanleveragethosenetworksandrecommendationsonFacebookbyensuringtheyappearinusersGraphSearchresults.

Increased Need to Ensure Content is Likeable

and Shareable

WeremovingtoanenvironmentwhereSEOneedstobeaugmentedwiththeoptimization

ofsocialengagement.Searchgraphsignals,suchasLikesandShareswhetheronaFacebookpageoronawebsitewillnowincreasinglybepartoftheprocessthatdetermineswhetheryourbrandsurfacesinsearchresultsonFacebook.AsimilarprocessonGooglealreadyconsidersGoogle+sharingand+1sinsearchresultvisibility.

More People Finding Brands by Location

Oneoftheltersthatcanbeusedislocation.Forexample,aFacebookusercouldsearchforfriendswhoshoppedforshoesnearChicago.BecausebrandswithphysicallocationswillappearinGraphSearchresults,itsimportanttomakesurethatyourcontactinformation

whereyourofcesandretaillocationsarelocatedisreadilyavailable.Afterall,ifaFacebookuserisinhotpursuitforthoseshoesofyoursthatdebutedduringFashionWeek,youwanthertobeabletondthemand

becomeafanofyourbrandintheprocess.

Image Content has New Value for Brands

WhodoesntlovetoscrollthroughtheirfriendsoldphotosonFacebook?GraphSearchnowallowsuserstosearchusersphotoswithallmanneroflters,suchasphotosoffriendsnearmountains,photosoffriendstakenbefore1984,andphotosoffriendstakeninChicago.Becauseusers

cansearchforphotosinsuchmyriadways,brandsshouldconsiderallowingfanstotagtheminphotos.(Ofcourse,thisopportunityshouldbeweighedagainstreputationalrisk.)Additionally,brandsshouldconsiderwhenitisappropriatetopostimagesandalbumsoftheirown,withdetail-richcaptionsandmeta-data,sothattheirimagesappearinGraphSearch,aswell.

Community Management Best Practices

Matter

AccordingtoFacebook,brandsthataremostpopularamongtheGraphSearchusersclosestfriendswillbedisplayedrst.ThismeansthatitmaynotbeenoughjusttogetaFacebookusertolikeyourbrandpage.Morethanever,brandswillneedtoexercisebestpracticesincommunitymanagementinordertobuildbrandadvocatesonFacebook.Brandswillneedtoestablishrelationshipswiththeir

fans,andcultivatethoserelationshipsthroughtwo-waydialogue,inordertogivethefanstheopportunitytobecomeambassadorsandgivethebrandsthechancetoappearhighinGraphSearchresults.


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FAQs

1. How is Graph Search different from search engines?

Facebookhasindicatedthatitisnotdevelopingasearchengine,butwithoverabillionusersonFacebook,itseemslikelythatuserswillstarttoturntoFacebooktoruncertaintypesofsearchqueriesthatmayhavepreviouslybeenrunonGoogleorBing.GraphSearchdoesseemtocompetewithGoogle+.FacebookcurrentlyhasapartnershipwithBingtodeliverWebsearchresults.

2. How is Graph Search different from current search options on Facebook?

Currentsearchoptionsallowuserstosearchforpeople,placesandthingsbyenteringakeyword.GraphSearchallowsFacebookuserstosearchforwhichoftheirfriendshavespecic

likes/interestsandallowsfordeepersegmentation.SomecriteriausersmaysearchbyincludeLikes/interests,employer,school,currentcity,hometown,friendship,relationshipstatus,genderandlanguage.

3. Why do I see different search results than my friend, when we are searching for the same

thing?

Searchresultsarepersonalizedforyouandyournetwork.Eventhoughyouaresearchingforthesamething,yourfriendsnetworkmaybecomprisedofdifferentFacebookusers,whohavedifferentlikes/interests.

4. When may I start using Graph Search?

GraphSearchiscurrentlyinbetatestingtoasmallgroupofFacebookusersintheUnitedStates.Tojointhewaitinglisttobecomeabetatester,visithttps://www.facebook.com/about/graphsearch.AgloballaunchdateofGraphSearchhasnotbeenannouncedpublicly.

5. I want to learn more about Graph Search and its impact for my brand. What can I do?

YourSocial@OgilvyteamcansetuptimewithyoutostrategizearoundGraphSearch,andwalkyouthroughstepstoensurethatyourbrandpageismaximizingpossibilitiestoappearasaresultinaGraphSearch.


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About Social@Ogilvy

Social@Ogilvyisthelargestsocialmediamarketingcommunicationsnetworkintheworld.Named2011GlobalDigital/SocialConsultancyoftheYearbyTheHolmesReport,thepractice

leveragessocialmediaexpertiseacrossallOgilvy&Matherdisciplines,offeringanextensivelistofserviceswithinthefoundationalbusinesssolutionsListeningandAnalytics;SocialBusinessSolutions;SocialMediaMarketingandCommunications;SocialShopping;SocialCRM;SocialCare;andConversationImpact.

Formoreinformation,visitsocial.ogilvy.comandconnectwith

usat www.facebook.com/socialogilvy,www.twitter.com/socialogilvy,www.slideshare.com/socialogilvy.

Contact:[email protected]

social@ogilvy pov - facebook graph search

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