This post is about finding what Google's new semantics engine could, one day, derive from our G+ activities, interests and posts:
And I think the answer is: A lot. If you haven't read in the past week, I suggest you read about Google's new "semantics" search now before you continue (http://mashable.com/2012/05/16/google-knowledge-graph/)So how does "semantics" play a role in G+ and public posts? Google has said that it wants to "understand" its users so it can serve them better search results (and serve them better ads, coupons, suggestions, etc...). Here's how I think this relates to G+, eventually.
For this exercise, I type below 3 short imaginary posts, which I then derive meanings from. The "colors" used to highlight are single words that Google's AI (a.k.a Google's semantics engine) would understand.
Red = People or Brands or Products (A "+" is added because Google's semantics would automagically understand if/when these "words" are people or products or companies that are on G+ and may even automatically add the "+" for you even if you didn't in your post)
Orange = Interest
Green = Location
Blue = Event (Time may be included)
After the process of analyzing single words, Google will attempt (eventually with success I'm sure) to derive meanings, from which it will probably tailor ads on all Google Products and Properties (Search, Maps, YouTube, Offers, etc...).
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Post I by +John Doe:
So last night I drove up to +Jane Smith's house at 7pm to go to the movies to see the +Avengers Premiere in Georgetown.
Single Words and their Attributions (according to what Google knows and understands):
+Jane Smith = People or Brands or Products: Female, Age 35, Occupation: Graphic Artist, Location: Washington DC
movies = Interest, Film and Cinema
+Avengers = People or Brands or Products: Genre: Action, Super Hero, Summer Epic. Stars: Robert Downey Jr, Scarlett Johansson, etc...
+Avengers Premiere = Event. Time 8pm EST. Date: May 4th 2012
Georgetown = Location. Address: AMC Loews Georgetown, 3111 K Street Northwest. Washington, DC 20007. Type: upscale and popular neighborhood in Washington DC, mostly retail and residential.
Possible Meanings:
John Doe and Jane Smith are close. John Doe has a car.
Test serve ads for art-related activities and dating-related products and services. Test serve ads for Georgetown-specific Places, and find offers related to May 4th 2012 anywhere between his Home, her Home and the Georgetown neighborhood. Test serve ads for car-related products and services.
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Post II by +John Doe:
I really like smoothies. I make them using my new +Blendtec blenders. My favorite mix? strawberries and bananas with flaxseeds.
Single Words and their Attributions (according to what Google knows and understands):
smoothies = interest: food. Type: beverage. Ingredients: dairy, fruits, may contain sugar
+Blendtec = People or Brands or Products: kitchen product, blender
strawberries = interest: food, fruit, berry fruit family. Nutrition info, etc...
bananas = interest: food, fruit, tropical fruit family. Nutrition info, etc...
flaxseeds = interest: food, grain family. Nutrition info, etc...
Possible Meanings:
Person likes natural and healthy or quick and easy-to-consume foods, making things themselves, eating at home, using kitchen tools.
Test serve ads related to cooking and kitchen, blender use, blender care and foods high in vitamin C, fiber and OMEGA-3, as well as other dairy products like cheese and butter.
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Post III by +John Do:
I played golf today at +Westfields for the +Operation Smile Charity Tournament, and tried the new +Adidas ClimaCool golf shoes in the ProShop beforehand. They were great but expensive. so I held off.
Single Words and their Attributions (according to what Google knows and understands):
golf = interest: sporting and leisure activity: sports, outdoor
+Westfields = Product: 18-hole golf course. Designer: Fred Couples. Location: 13940 Balmoral Greens Avenue Clifton, VA 20124
+Operation Smile Charity Tournament = Event: Charity Sporting. Location: 13940 Balmoral Greens Avenue Clifton, VA 20124. Benefit: Operation Smile. Sponsors: Coca-Cola, GM, Ben & Jerry's
+Adidas ClimaCool = Brand and Product. Type: golf shoes, spiked, sporty look, laced. Price: $180
Possible Meanings:
Person partakes in physical activity, is probably "middle-class and up" level income, in need of golf shoes probably between $0 and $120 (assumed max price ceiling, 2/3 x (max price) ), may like relaxed activities such as walking, hiking, etc...
Serve ads about golf shoes immediately.
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Semantics for Google Search is only Google v2 (more on v1 later). That's when words have "attributions" but only vague meanings. You searched for "Coca-Cola" but Google does not know why, which doesn't help it tailor ads. But armed with this Encyclopedia, it will start Google v3: understanding or Artificial Intelligence if you will. Understanding our writings via our blog posts and other social activities across Google Properties. Suddenly, if you ever write "I love a cold Coca-Cola in a can on a hot day" on G+ or in a Youtube comment, it has a lot more meaning. It has context. This has tremendous value among marketeers and advertisers. Assuming Google respects all privacy settings and defines a proper stewardship of this information - one that provides equal benefits to Google and User - this could be a huge competitive advantage for Google. None of Google's competitors are close to anything resembling the semantics engine, because they haven't gotten to Google v1: creating the infrastructure to crawl systematically the entire web and build its first treasure trove: the Google Web repository. The same one that delivers search results in milliseconds to millions of people across the globe in dozens of languages, simultaneously.
Well Played Google, well played indeed.
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