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Page 1: Facebook Graph Search

Tom Boland, Erin Carter, Brian Camen and Matt Kelly

January 2013

Facebook Graph Search

Page 2: Facebook Graph Search

2FACEBOOK GRAPH SEARCH JANUARY 2013

Table of Contents

Summary� 3

What�is�Graph�Search?� 4

Implications�for�Brands� 5

FAQs� 6

About�Social@Ogilvy� 7

Page 3: Facebook Graph Search

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POV: Facebook Graph SearchSummary

Facebook�announced�Graph�Search,�a�new�form�of�search�based�on�users’�individual�social�graphs.�The�new�functionality,�which�is�only�available�in�Beta�right�now,�will�allow�Facebook�users�to�search�for�people,�photos�and�places�–�all�through�the�lens�of�their�friends.�Content�that�used�to�slide�down�a�user’s�Newsfeed�is�now�potentially�ever-relevant�as�users�can�search�for�people,�places,�photos,�and�similar�interests.�Facebook�search�has�long�been�one�of�the�untapped�resources�within�Facebook�that�will�now�become�more�usable�by�members�and,�likely,�more�usable�by�brands�going�forward.�The�simple�fact�that�Facebook�users�can�find�what�other�friends�are�fans�of�Ford�Fiesta�or�have�liked�a�brand�application�may�drive�more�discovery.�This�new�search�functionality�may�also�breathe�new�power�into�the�object�“like”�as�users�can�search�for�a�most�liked�post�or�piece�of�content,�and�brands�will�be�able�to�capitalize�on�their�����������������fans�as�true�word�of�mouth�evangelists.�

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What is Graph Search?Facebook�Graph�Search�allows�users�to�search,�based�on�people,�places,�photos,�and�interests.�Results�can�be�segmented�by�interest�and�other�profile�variables�(e.g.,�education,�gender,�relationship,�etc.).�Users’�privacy�settings�will�determine�what�their�connections�are����������������allowed�to�see.

People

Instead�of�searching�only�by�name,�users�may�find�friends�who�share�commonalities�within�their�profile�info�or�interest�sections.�Examples�include�“friends�who�live�in�New�Paltz,”�“people�from�my�hometown,”�and�“friends�who�like�Wonka�candy.”

Places

Users�can�discover�physical�locations�their�friends�have�been�to,�not�limited�to�things�like�music�venues�and�restaurants�(sample�results�page�to�the�right).�Examples�could�include�“Wolfgang�Puck�restaurants�my�friends�have�been�to,”�“countries�my�friends�have�visited�that�I’ve�also�been�to,”�“tourist�attractions�in�Rome�that�my�friends�have�visited.”

Photos

Without�clicking�to�friends’�pages,�users�can�now�find�tagged�photos�on�a�unique�landing�page,�based�on�their�search�queries.�Photo�results�will�include�those�hidden�from�a�user’s�timeline.�Examples�include�“photos�of�my�friends�before�1987,”�“photos�of�the�Space�Needle,”�and�“photos�I�like.”

Interests

Users�can�now�search�based�on�similar�interests,�such�as�“friends�who�like�to�watch�‘Modern�Family,’”�“languages�my�friends�speak,”�“business�books�read�by�marketers,”�and�“friends�who�listen�to�The�Avett�Brothers.”

Privacy

Your�privacy�settings�will�determine�what�others�are�allowed�to�see.�With�Graph�Search,�users�can�find�items�you’ve�shared�with�them,�including�public�content.�This�video�from�Facebook�explains�more.�

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Implications for Brands

More Opportunities for Facebook Users to Discover Your Brand

Graph�Search�opens�the�door�for�brands�to�become�discovered�more�easily,�by�more�people.�Because�Graph�Search�provides�the�ability�to�search�for�which�friends�have�traveled�to�an�exotic�destination,�or�who�has�eaten�at�the�hottest�restaurants�in�the�city,�or�who�likes�the�same�music,�users�will�be�able�to�find�more�people�like�themselves.�And�brands�will�be�able�to�find�more�Facebook�users�who�are�potential�fans�–�and�potential�brand�advocates.�It’s�no�surprise�that�Facebook�users�rely�heavily�on�their�social�network�for�reviews�and�recommendations;�now,�brands�can�leverage�those�networks�and�recommendations�on�Facebook�by�ensuring�they�appear�in�users’�Graph�Search�results.�

Increased Need to Ensure Content is Likeable and Shareable

We’re�moving�to�an�environment�where�SEO�needs�to�be�augmented�with�the�optimization�of�social�engagement.�Search�graph�signals,�such�as�Likes�and�Shares�—�whether�on�a�Facebook�page�or�on�a�website�—�will�now�increasingly�be�part�of�the�process�that�determines�whether�your�brand�surfaces�in�search�results�on�Facebook.��A�similar�process�on�Google�already�considers�Google+�sharing�and�+1’s�in�search�result�visibility.

More People Finding Brands by Location

One�of�the�filters�that�can�be�used�is�location.�For�example,�a�Facebook�user�could�search�for�“friends�who�shopped�for�shoes�near�Chicago.”�Because�brands�with�physical�locations�will�appear�in�Graph�Search�results,�it’s�important�to�make�sure�that�your�contact�information�

–�where�your�offices�and�retail�locations�are�located�–�is�readily�available.�After�all,�if�a�Facebook�user�is�in�hot�pursuit�for�those�shoes�of�yours�that�debuted�during�Fashion�Week,�you�want�her�to�be�able�to�find�them�–�and�become�a�fan�of�your�brand�in�the�process.

Image Content has New Value for Brands

Who�doesn’t�love�to�scroll�through�their�friends’�old�photos�on�Facebook?�Graph�Search�now�allows�users�to�search�users’�photos�with�all�manner�of�filters,�such�as�“photos�of�friends�near�mountains,”�“photos�of�friends�taken�before�1984,”�and�“photos�of�friends�taken�in�Chicago.”�Because�users�can�search�for�photos�in�such�myriad�ways,�brands�should�consider�allowing�fans�to�tag�them�in�photos.�(Of�course,�this�opportunity�should�be�weighed�against�reputational�risk.)�Additionally,�brands�should�consider�when�it�is�appropriate�to�post�images�and�albums�of�their�own,�with�detail-rich�captions�and�meta-data,�so�that�their�images�appear�in����������������������Graph�Search,�as�well.

Community Management Best Practices Matter

According�to�Facebook,�brands�that�are�most�popular�among�the�Graph�Search�users’�closest�friends�will�be�displayed�first.�This�means�that�it�may�not�be�enough�just�to�get�a�Facebook�user�to�“like”�your�brand�page.�More�than�ever,�brands�will�need�to�exercise�best�practices�in�community�management�in�order�to�build�brand�advocates�on�Facebook.�Brands�will�need�to�establish�relationships�with�their�fans,�and�cultivate�those�relationships�through�two-way�dialogue,�in�order�to�give�the�fans�the�opportunity�to�become�ambassadors�–�and�give�the�brands�the�chance�to�appear�high�in�Graph�Search�results.

Page 6: Facebook Graph Search

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FAQs

1. How is Graph Search different from search engines?

Facebook�has�indicated�that�it�isnot�developing�a�search�engine,�but�with�over�a�billion�users�on�Facebook,�it�seems�likely�that�users�will�start�to�turn�to�Facebook�to�run�certain�types�of�search�queries�that�may�have�previously�been�run�on�Google�or�Bing.�Graph�Search�does�seem�to�compete�with�Google+.�Facebook�currently�has�a�partnership�with�Bing�to�������������������������������deliver�Web�search�results.

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

Current�search�options�allow�users�to�search�for�people,�places�and�things�by�entering�a�keyword.�Graph�Search�allows�Facebook�users�to�search�for�which�of�their�friends�have�specific�likes/interests�and�allows�for�deeper�segmentation.�Some�criteria�users�may�search�by�include�Likes/interests,�employer,�school,�current�city,�hometown,�friendship,�relationship�status,�gender�and�language.

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

Search�results�are�personalized�for�you�and�your�network.�Even�though�you�are�searching�for�the�same�thing,�your�friend’s�network�may�be�comprised�of�different�Facebook�users,����������������who�have�different�likes/interests.

4. When may I start using Graph Search?

Graph�Search�is�currently�in�beta�testing�to�a�small�group�of�Facebook�users�in�the�United�States.�To�join�the�waiting�list�to�become�a�beta�tester,�visit�https://www.facebook.com/about/graphsearch.�A�global�launch�date�of�Graph�Search�has�not�been�announced�publicly.

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

Your�Social@Ogilvy�team�can�set�up�time�with�you�to�strategize�around�Graph�Search,�and�walk�you�through�steps�to�ensure�that�your�brand�page�is�maximizing�possibilities�to�appear���������������as�a�result�in�a�Graph�Search.

Page 7: Facebook Graph Search

About Social@Ogilvy

Social@Ogilvy�is�the�largest�social�media�marketing�communications�network�in�the�world.�Named�2011�Global�Digital/Social�Consultancy�of�the�Year�by�The�Holmes�Report,�the�practice�

leverages�social�media�expertise�across�all�Ogilvy�&�Mather�disciplines,�offering�an�extensive�list�of�services�within�the�foundational�business�solutions�–�Listening�and�Analytics;�Social�Business�Solutions;�Social�Media�Marketing�and�Communications;�Social�Shopping;�Social�CRM;�Social�Care;�and�Conversation�Impact.

For�more�information,�visit�social.ogilvy.com�and�connect�with�us�at www.facebook.com/socialogilvy,�www.twitter.com/socialogilvy,�www.slideshare.com/socialogilvy.

Contact:�[email protected]