Over one year ago, we defined the Social Graph as an online representation of our relationships. These graphs define our personal, family, or business communities on social networking websites.
Razorfish, an Interactive Firm owned by Microsoft serves the largest brands in the world. When I first met with them earlier this year, they were just growing their practice, primarily lead by Shiv Singh. In fact, their CEO told me that social at the time, was just one component (a small one at that) for their agency. Things are starting to change, since we met a few weeks ago in SF, they told me that social media practice has extended to many of their accounts and will likely increase during the coming year. You can visit their blog Going Social Now, to learn more about their focus on the social web.
The above presentation helps to visualize how social technologies change business, ecommerce, and corporate websites. When I heard Mark Zuckerberg tell us how Facebook connect would be linked with different websites, I had a feeling of how dramatic this would change the web –and wrote this piece What ‘Facebook Connect’ Means for Corporate Websites.
Key Takeways
The social graph, when linked with traditional websites will radically change how we find, research, purchase, and support products. Reviews, ratings, and critiques about products will become more relevant as you can start to get information from your own network. Soon, social technologies will be pervasive and will impact every website –even if they choose not to participate Brands, and their interactive marketing agencies, are starting to include social elements in all aspects of their marketing efforts.
I think the aspect of social in all marketing will develop into a huge gray area, where the lines are not clear and the entire face of traditional marketing changes. Great stuff 🙂
@Adam Singer –
In addition to what Jeremiah elucidated, Facebook Connect enables connected sites to see the profiles of Facebook Connected friends. In my opinion this allows sophisticated enough FCed sites to contextualize a given user, opening up opportunities that are limited only by 3rd imaginations. Think about: personalized advertisements on Amazon suggesting birthday gifts for a shopper’s girlfriend. (Or maybe for a sibling leveraging application info?)
The other thing that I think you might have missed is the fact that user activity gets broadcasted back to that user’s facebook newsfeed (should they elect for that to happen)… this form of advertising I think is different than regular display advertising on Facebook, and Im not sure if we know how effective this is. Ultimately I am not sure there is a clear revenue stream for Facebook using this model, but there is no reason why Amazon would want to pass up that kind of exposure when all they have to do is integrate Facebook Connect. Seems like a nominal cost given the potential yield.
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