Facebook Open Graph
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Facebook Open Graph

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Notes, observations and insights from Facebook's f8 Conference in

Notes, observations and insights from Facebook's f8 Conference in

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  • Web 3.0 promises to “organize the world’s information” in a dramatically more logical way than ever before. The Semantic Web requires the use of a declarative ontological language like OWL to produce domain-specific ontologies that machines can use to reason about information and make new conclusions, not simply match keywords.
  • The new protocols will not only allow organizations to have all the features currently found on their Facebook pages page such as being able to “Fan” or now “Like” the organization, allowing that action to show up on people’s profiles, publish that action across their friend’s newsfeeds, but will allow Facebook to start building massive amounts of data on how Facebook users interact with sites within and beyond the Facebook walls. Simply put the “Like” button and Open Graph Protocol will allow Facebook and organizations to understand web users’ habits across the larger web. They want to build not only a social, but personalized web whose hub is Facebook.
  • The new Open Graph Protocols were announced less than a week ago and already some 50,000 sites have implemented it and Facebook is seeing over 1 billion “Likes” per day.
  • 800,000 Facebook users and more than 125 individual Facebook advertising campaigns from 70 brand advertisers.
  • You may not realize it, but News Feed only displays a subset of the stories generated by your friends — if it displayed everything, there’s a good chance you’d be overwhelmed. Developers are always trying to make sure their sites and apps are publishing stories that make the cut, which has led to the concept of “News Feed Optimization”, and their success is dictated by EdgeRank. At a high level, the EdgeRank formula is fairly straightforward. But first, some definitions: every item that shows up in your News Feed is considered an Object. If you have an Object in the News Feed (say, a status update), whenever another user interacts with that Object they’re creating what Facebook calls an Edge, which includes actions like tags and comments.
  • You may not realize it, but News Feed only displays a subset of the stories generated by your friends — if it displayed everything, there’s a good chance you’d be overwhelmed. Developers are always trying to make sure their sites and apps are publishing stories that make the cut, which has led to the concept of “News Feed Optimization”, and their success is dictated by EdgeRank. At a high level, the EdgeRank formula is fairly straightforward. But first, some definitions: every item that shows up in your News Feed is considered an Object. If you have an Object in the News Feed (say, a status update), whenever another user interacts with that Object they’re creating what Facebook calls an Edge, which includes actions like tags and comments.

Transcript

  • 1. How One Little Button Will Change the Web Jay Feitlinger @jayfeitlinger May 5, 2010
  • 2. Topics Being Covered
    • Web 3.0 – The Semantic Web
    • Facebook Recent Changes
    • Why This Matters
    • Privacy Concerns
    • Let’s Dig Deeper
    • Next Steps / Suggestions
    • Q & A
  • 3. Web 3.0
  • 4.
    • Web 1.0 (1990’s)
      • 5 million users
      • Pushed Web
    • Web 2.0 (2000)
      • 100 million users
      • Two way web
    • Web 3.0 (2010)
      • 1.8 billion users*
      • Personalized Web
      • *Source - http://www.internetworldstats.com/stats.htm
    Web 3.0 – Semantic Web
  • 5. Explained Another Way…
  • 6. Facebook Changes
  • 7. Open Graph
    • Facebook plans to connect disparate corners of the Web.
    • "If we can take these separate maps of the graph and pull them all together, then we can create a Web that's smarter , more social , more personalized , and more semantically aware."
  • 8. Reviews & Ratings
  • 9. Like Button
    • “ Introducing the Like button. Starting today people will be able to connect with your Page by clicking “Like” rather than “Become a Fan.”
    • “ We hope this action will feel much more lightweight, and that it will increase the number of connections made across the site.”
  • 10. eCommerce
  • 11. Social Plugins developers.facebook.com/plugins Like Button The Like button lets users share pages from your site back to their Facebook profile with one click. Activity Feed The Activity Feed plugin shows users what their friends are doing on your site through likes and comments. Recommendations The Recommendations plugin gives users personalized suggestions for pages on your site they might like. Like Box The Like box enables users to like your Facebook Page and view its stream directly from your website. Login with Faces The Login with Faces plugin shows profile pictures of the user's friends who have already signed up for your site in addition to a login button. Facepile The Facepile plugin shows profile pictures of the user's friends who have already signed up for your site. Comments The Comments plugin lets users comment on any piece of content on your site. Live Stream The Live Stream plugin lets your users share activity and comments in real-time as they interact during a live event.
  • 12. Profile Updates
  • 13. Imagine The Potential
    • Amazon can recommend films for you to buy based on what you’ve been looking up on IMDB
    • Pandora in turn can play music you’ll like based on your friends’ Amazon purchases.
    • Suddenly the web is connected in a far more cohesive way than has ever been possible before.
    • Some of it will be used to promote products to you but there will be a lot of opportunity for developers to create amazing, new, social services that feed deep into your social graph.
  • 14. So What? Why This Matters?
  • 15. Why Is This Important
    • 400+ million users
    • Facebook is building the semantic web.
    • Open Graph growth is already huge with 50,000+ sites have implemented it and Facebook is seeing over 1 billion “Likes” per day.
  • 16. Improved Ad Relevance
    • Increase in recall jumped to 16% when ads included mentions of friends who were brand fans, and 30% when the ads coincided with a similar mention in users' news feeds.
    • www.sitewire.net/blog/2010/04/23/facebook-like-button-advertisers-love/
  • 17. Privacy Concerns
  • 18. Privacy Concerns
    • http://gigaom.com/2010/04/22/your-moms-guide-to-those-facebook-changes-and-how-to-block-them/
  • 19. LikeButton.me
  • 20. Let’s Dig Deeper
  • 21. Content Is Still King
    • Ask fans questions – Ask for Feedback
    • Share interesting advice, tips, video, etc.
    • Create an App, Game or Quiz.
  • 22. News Feed Optimization
    • Affinity score - If you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user.
    • Weight given to each type of Edge. For example, a comment probably has more importance than a ‘Like’.
    • Time Decay - The older an Edge is, the less important it becomes.
  • 23. News Feed Optimization
    • This is
    • an
    • Object
    This is an Edge
  • 24. Social Objects are…
  • 25. Your Next Steps
  • 26. Like Button
    • developers.facebook.com/docs/reference/plugins/like
  • 27. Some Other Links
    • Facebook Privacy - www.allfacebook.com/2009/02/facebook-privacy/
    • Facebook Developers Resources – developers.facebook.com/docs/
    • Facebook Platform Showcase - developers.facebook.com/showcase/
    • Social Plugins - developers.facebook.com/plugins
  • 28. What to do next
    • Educate your clients on these changes and address their privacy concerns
    • Add the proper Open Graph Protocol meta tags in their site, and, by doing so, they will now appear in Facebook’s search results as well.
    • Make sure to stay on top of this evolution on sites such as allFacebook.com
    • Leverage EdgeRank formula
      • If you want your posts to show up in News Feed, make sure people will actually want to interact with them.
  • 29. Thank You! Jay Feitlinger @jayfeitlinger linkedin .com/in/ jayfeitlinger I Hope You Did This