Issuu on Google+

What is Google+? (really.) Gideon Rosenblatt March 5, 2012


Networks:

They connect us to lots of things, including information & people.

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Information Networks

The web is an information network connected by web links.

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Social Networks

A community is a social network connected by relationships.

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These guys used our web links to make it easier to use our information networks. 5


These guys used our relationships to make it easier to use our social networks. 6


Then these guys came along and made it easier to connect with people we didn’t know. 7


And our social networks subtly changed. They were no longer just connections with friends...

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And that led to people using social networks to connect information networks. We became “information networkers.� 9


To fulfill its mission, Google needed a social network to help information networkers organize information networks.

to organize the world’s information and make it universally accessible and useful.

And so, a new social network was born. 10


Plot a network with dots and lines like this, and it’s called a network “graph.”

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Map me to the things I’m interested in, and it’s called my “interest graph.”

Gideon Rosenblatt 12


Guess who has a really good understanding of your interest graph...

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You see, Google+ isn’t competing with Facebook to build the world’s best “social graph.”

=/ It’s using the social graph to build the world’s best interest graph. 15


Let’s take a quick look at how that interest graph connects people...

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Let’s connect the dots, with an example.

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Drew writes about Dalmatians.

Fran curates information on Dalmatians.

Drew, Fran and Alex all have an interest in “Dalmatians.�

Alex loves to read about Dalmatians.

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They express their interest in Dalmatians by: Searching for information on “Dalmatians� Likes and Plus Ones on Dalmatian articles Sharing articles about Dalmatians

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These interactions improve the Interest Graph... So search engines give us better results... ...publishers give us more relevant content...

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... and both get more advertising dollars.

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When you include the flow of social interactions, the interest graph also shows influence.

Influence 22


Drew writes.

Fran curates.

Writers and information curators strongly influence readers.

Alex reads.

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The “Influence Graph” Map the flow of content through our social connections, and you find the “influence graph.” 24


Writers and curators are extremely valuable to search engines (and advertisers) because of the fanout effect of their influence on a social network.

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is building a whole business around the influence graph.

But Google is paying close attention to the influence graph too. 26


Look at that influence map again to see what Google’s really doing. Content Curator

Content Consumer

Content Producer

Influence 27


Content producers already benefit from Google’s attention. Sear ch E ngin

eM arke t

ing e n i g h En

= l e R

r o h t u A

c r a e S

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n o i t a z i m i t p O


Content consumers already use Google to consume lots of information.

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But what about these guys? Content Curator Content Producer

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Content Consumer


Sure, you can produce and consume content on Google+. But Google+ is really built for content curation.

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In other words, Google+ is for “Information Networkers.” 32


It’s part interest graph.

It’s part social graph.

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Or perhaps we should call it what it really is: our “Shared Interest Graph.” 34


A service for sharing our interests with those who share our interests. 35


Image Credits: Spider web: http://www.flickr.com/photos/werkman/ Friends: http://www.flickr.com/photos/timcaynes/ White board http://www.flickr.com/photos/mc_sensei/ Stone tablet: http://www.flickr.com/photos/vagabondvince/ Screen viewing: http://www.flickr.com/photos/xixidu/ Word face: http://www.flickr.com/photos/freeflyer09/5104803562/ Dalmatian: http://www.flickr.com/photos/halften/ Magnifying glass & book: http://www.flickr.com/photos/jakebouma/3345296623/ Magnifying glass & money: http://www.flickr.com/photos/59937401@N07/5858011914/ Keyboard: http://www.flickr.com/photos/anonymouscollective/ Typesetting: http://www.flickr.com/photos/thomashawk/172495285/ Operators: http://www.flickr.com/photos/ironrodart/4154904299/ Scale: http://www.flickr.com/photos/sepehrehsani/ 36


Para que sirve realmente Google +?