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Sunday, November 30, 2008

Facebook Connect brings web businesses from Android to Droids

Enter Facebook Connect! Now Businesses can move from offering Androids (remember data from startrek) with their personalization engines to Droids that can really talk to us!

Executed with steady precision, with a hunger to listen to the market true startup style, architected to make it so simple to adapt, one story at a time - bringing user controlled dynamic privacy, with our real identities, with our real world social graph to our favorite web sites with choice at every stage to let us decide which web actions are shared with our facebook friends!

update: everyone is talking about it - tc looks as it as single signon on the web, carrying your data w you!




Web businesses are beginning to see the power of the real user telling them what they are ready to share with their social network about their brands, about every step of their purchase behaviors. They can grow and scale in each site in beta using facebook connect to build vast repository of data, much more elegant than the works of the web 1.0 personalization engines which always reminded me of Data from Startrek.

With Web2.0 came social media - voice of the consumer everywhere with user generated content. Facebook revolutionized the social network bringing our real social graphs online where we can set our own levels of privacy and share our thoughts, pictures, videos, and comment,send tons of virtual goodies from pokes, cupcakes to vampires and friends for sale.

The old web is stuck with massive sites trying to personalize and customize our experience to reach us as individuals to market just what we want when we want it.

We don't stop to think of the web, we are fatigued signing up for each site, we prefer socializing with our friends, who influence our purchase cycles with our total trust be it that beautiful outfit our cool friend was wearing, or the travel we are planning or the big screen tv we watch the game together, introducing us to new music, telling us about what movie is worth watching.

Show me the money!


Wed businesses can now monetize my presence 10 folds more with perfectly targeted ads, build products to recommend just what I want and use my social network to influence my purchase, all with my permission.

They can bring the power of what Amazon did with "people who bought this also looked at this". If its a gift purchase I can say "no thanks", else send feed to facebook -
tap into the power of whats made facebook apps successful - show my coolness factor to my friends, share naturally for purchases of movies, songs, and all digital downloads and opinions about brands.

Sites can layer and build complete suite of facebook apps as services on top of their current offering as part of their social marketing mix.

Power to the web sites who allow me to login with my real identity from facebook and by getting my trust because of the privacy control, now it is not the merchant selling me stuff, they are giving me just what I want when I want - that beautiful fine line between ads that appear intrusive and those that provide the right deal for the right product that we might just need.

A dream example - beta.citysearch.com

I goto citysearch and it shows me "a Grinchmas at Universal Studio Hollywood ad". Not relevant to me and wasted opportunity to sell me stuff I came looking for and have the need and desire to buy in the near future.

Their beta allows me to login with facebook connect, I log into facebook and they get instant access to the "real me" - age, sex, location and my profile preferences. That takes them 1 step closer to serve relevant ads. I like that better.

But imagine! If they could layer a facebook app right on top of citysearch in their site using facebook connect and could learn what I am upto this moment, and with my permission.

If I am planning to goto Boston for the holidays and want to find local gifts and restaurants to meet my friends, they could facilitate that discussion with my friends (who are on facebook and maybe on citysearch)if they let it happen using facebook connect on citysearch. They could offer a facebook app layered on top of citysearch that allows me to let citysearch know I am looking for a restaurant to go with these particular friends and know our preference (past ratings/reviews by me and my friends on citysearch), and use the power of facebook feeds to facilitate conversations about our current travel and party plans and tie it to citysearch options to facilitate the purchase/recommendations as ads.

Now we have to wait and watch this scale all over the web!


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20 comments:

Citysearch said...

Appreciate the thoughts and great ideas! Sounds like the whole night was chock full of useful information and innovative conversations.

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