mass+logic :: owners manual

Thrilled to join the SXSWi OMMA Social panel to talk about the Marketing Implications of Facebook’s Graph Search (SXSWi, MARCH 8, 2013, 3:30 PM AT&T CENTER, AUSTIN, TX).

I am very interested to hear the perspectives offered by the agency and platform experts joining me in this dialogue. The Facebook Graph Search product has been in slow roll out since its announcement five weeks ago; sadly I am still waitlisted! Despite the technical handicap, the fundamentals of object queries, object relationship and keywords have been driving interests of mine since my early SEO days.  Now the added dimension of the Social Graph and Natural Language Processing is where Graph Search gets interesting. Traditional search requires an ongoing alignment of consumer nomenclature and intent to best match queries with content–an ongoing challenge for Marketers.

Graph Search breaks the structured query model and empowers the searcher with a broad understanding of synonyms, slangs, tenses, locations and relationship to understand search intent. This WSJ article does a great job explaining the power of Graph Search and the simplicity of the query structure. So if  you are blessed with the early release of Graph Search, find out which of your homies or friends of your besties will be kicking it with us at SXSWi with me and my friends–Hope to see you there.

MODERATOR

Max Kalehoff, VP/Product Marketing, Syncapse;, Contributor, MediaPost

PANELISTS

Paul DeJarnatt, VP/Search Director, Starcom USA @Starcom_USA

Peter Fasano, Senior Vice President, Social@Ogilvy @pfasano

Chase McMichael, President, CEO, InfiniGraph @chasemcmichael

90 days ago I embarked on my journey at Ogivly & Mather. I joined the Social@Ogilvy (@SocialOgilvy) team after examining select social platforms, client side and agency side options against my personal objectives:

• Lead an Atlanta based team in growth mode as a “player/coach”
• Access a broad “toolbox” for problem solving and innovation
• Contribute to a leading global organization and client base

90 days have passed quickly and  the next 90 days will double that perceived speed. I continue to reference those three objectives and know I have made the right choice. I am thankful to my management, business network, Atlanta team and especially my family for their support and encouragement. I am energized by the challenges and inspired by the wisdom of David Ogilvy to bring balance to it all. I am grateful that a mid-career misfit like Mr. Ogilvy had the persistence to build this business. I am thrilled about the next 90 days of learning, coaching, building and selling. Until my next post, have a read of the press announcement of my new role.

Thanks to Social Media Club (@socialmediaclub) and my favorite gathering at each SXSW, Social Media Clubhouse for the innovation to talk about social advertising. Jennifer Navarrete (@epodcaster) interviewed my colleague Brian Kotlyar (@bkotlyar) and I in the 2012 IBM Social Lounge. In the interview I share my thoughts about the relationship of social engagement and social advertising on Facebook and Twitter.