Edward Boches, Liz Gumbinner, Jeff Janer and David Teicher talk Interest Graph at Future M

1. Harvesting Consumer Intent
from the Social Web
@edwardboches @lizgumginner @jeffjaner @aerocles

2. The social web encourages us to send out a constant stream of
likes, Tweets and check-ins. Things we’ve done and want to
share. Most of it, however, consists of past actions.
But what about our future actions? Our interests? The things in
our bucket lists? There’s a new interest graph emerging on the
web that allows us to express our passions, plans and intent in a
way that should be far more valuable to brands and marketers
than our declaration of things we’ve already done.

3. What is the interest graph?
How and why is it different than the social graph?
What are the platforms and what characterizes them?
What does the “interest graph” mean to consumers?
What are best practices and cases?
How do you start leveraging the interest graph?
How do we measure success?
Where do we think this is going?

4. 1
What is the interest graph?

5. The Social Graph consists of who a user knows while the Interest Graph
consists of what they like and the facets of their personality that make up
who they are. These connections can be much stronger than simply who
they are friends or acquaintances with.

7. 2
How is it different from the social graph?

8. Social graph: if I follow a friend, I follow all of her.

9. Even shoes and cats.

10. If I follow only interests,

11. I get what’s relevant to me.

13. If a brand markets to me based on who I know.

14. Enjoy a complimentary resort stay when you
book a cruise of 7 nights or longer online with
American Express Travel.
It sells me stuff that I don’t want.

15. If it markets to me based on interests, it doesn’t have to guess.

16. 3
What are the platforms?

17. Lots of platforms trying to tap into interest. But as always, platforms come first, then consumers, and brand show up
last. Learn them and what they can do.

18. Curation and Search

20. Social Commerce

23. Advertising

26. Content Distribution

27. "I believe that every interest will,at
some point, have a channel
serving that interest."
Robert Kyncl, Global Head of
Content, YouTube

28. 4
What does it mean to consumers?

29. Consumers can express interest.

30. Springpad example,
product,
decorating...
They can follow interests.

31. pinterest or other
platform
Trippy?
Media properties can curate interests.

33. 5
What are best practices?

34. Marketing to interest and context.
There aren’t many. AMEX and Foursquare is good. Reward based on context, real time, user interests.

35. Leveraging interest via influencers.
#influencers
Kotex leverages influencers. Not bad.

37. Combining social and interest.
Beso incents customers to leverage their own interest.

38. Establishing presence and sharing content.
whole foods pinterest
Whole Foods shares in the space on Pinterest.

39. But too many brands still try creative gimmicks in hopes of getting reach.

40. targeted most active pinners*
paid $500 to take 24-hour break
#pintermission board
pin what they did
*mashable

43. AutoMarketing Blog
They don’t really work.

44. 5,495 followers

45. 6
How do you leverage the interest
graph?

46. Market to the data
Be useful and contextual
Re-think content
Where to start.

47. Be interesting. Share content to see what resonates. Find relationships between and among customers, your products
and mutual interests by posting and paying attention.

48. Confirm mutual interests
Identify new ones
Discover relationships
Distribute content
It affords opportunities to learn.

49. 7
What does success look like?

50. Web traffic
• Platforms like Pinterest can drive more traffic than Google
or Twitter.
• It’s becoming a top traffic driver for women’s magazines.
• Distribution channel for retailers and content brands.

51. Brand awareness and engagement

52. Outcomes in purchase and action (ROI)
• Increased trust
• Demonstrate understanding of customer interests (rather
than marketing to their demographics)
• Relevant engagement leads to higher rates of conversion

53. 8
Where do we think it’s going?

54. +
Who you know
does not translate into Netflix and Amazon
what you like. capture interests.

55. 9
How do brands get started?

56. • explore all the sites
• establish a presence
• don’t commit to just one
• learn conversation strategy
• measure and track everything
• create relationships with platforms
• understand data and market to it
• do it yourself

57. If all you do is show,
the only thing users will do is look.
@farrahbostic

58. Questions