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Facebook Open Graph

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Transcript

  • 1. FACEBOOK OPEN GRAPH June 20, 2012
  • 2. HOW OPEN GRAPH WORKS
  • 3. HOW DOES OPEN GRAPH WORK?•Connects people with your product through actions and objects
  • 4. WHAT ARE ACTIONS AND OBJECTS?• Actions: the high level interactions a user can perform in your app; verbs to act upon objects• Objects: entities that users can act upon in your app
  • 5. 2010: THE LIKE BUTTON• Anywebpage + a bit of code = an object• Userscan connect with any object on FB via Like Button
  • 6. 2011: EXPANDED VERBS Read• FBallows other verbs besides “like” to connect with objects Watch• Apps can define their own actions that connect with objects• Apps can automatically publish stories when users complete an action Listen
  • 7. ACTIONS• Defined by application• Publish instance through graph API ACTION
  • 8. OBJECTS• Web pages with meta tags OBJECT
  • 9. BUILT IN ACTIONS AND OBJECTSBuilt in Actions Built in Objects*must be used with built in objects *can be used with custom or built in actions• Like • Article• Follow • Book• Listen • Blog• Read • Profile (external)• Watch • Movie • TV episode • TV show • Video
  • 10. HOW DOES OPEN GRAPH WORK?•Connects people with your product through actions and objects•Publishes actions and objects into stories and aggregations
  • 11. WHAT ARE STORIES AND AGGREGATIONS?• Stories: actions and objects are published into stories in the ticker, timeline and newsfeed• Aggregations: timeline aggregations, defined by the application, showcase stories in a “structured and interesting” way
  • 12. Storiesin theticker Aggregations on the timeline
  • 13. STORIES PUBLISH ACTIONS AND OBJECTSJeff Sherlock commented on an item on Pose Bryant Lee nommed a dish on Foodspotting Jackie Chang started reading a book on Kobo
  • 14. AGGREGATIONS PUBLISH GROUPS OF STORIES
  • 15. HOW ARE STORIES CONFIGURED? Item Layout Map Layout Number Layout
  • 16. HOW STORIES ARE PUBLISHED?
  • 17. HOW ARE AGGREGATIONS CONFIGURED?Grouped by object:Date to Display = objecte.g. “top artists”Grouped by action:Date to Display = actione.g. “recent photos taken”
  • 18. HOW ARE AGGREGATIONS CONFIGURED (CONT’D)?List favorite objects; recent activity Item highlights single interesting action Number meaningful macro viewGallery helpful when objects are meaningful Table highlights qualitative data Map highlights single geolocation attributes
  • 19. HOW ARE AGGREGATIONS PUBLISHED?Date Availability:enough stories in a “giventime”Feedback:calculated based on how“engaged” users are with thepost
  • 20. HOW DOES OPEN GRAPH WORK?•Connects people with your product through actions and objects•Publishes actions and objects into stories and aggregations•Organizes the massive amount of activity throughout the platform using graph rank
  • 21. WHAT IS GRAPH RANK?• Graph Rank: the algorithm Facebook uses to determine what Open Graph activity will be distributed throughout the timeline, news feed and ticker• Facebook determines “interesting stories” and “social patterns”• Facebook creates own version of aggregations
  • 22. WHAT IS GRAPH RANK?
  • 23. GRAPH RANK IS THE GATEKEEPER OF THE NEWS FEED...... BUT IT HAS A FORMULA THAT CAN BE UNDERSTOOD.
  • 24. WHAT IS GRAPH RANK? Affinity Weight Time DecayAffinity is a measure the relevancy A basic formula which decides that Over time, a post’s relevancy decays, of the Open Graph post to the certain pieces of content are more thus making it less important and user, using factors like similar likely to appear in the News Feed pushing it down the feed. interests and friend behavior. than others. More interactions with a post (comments and likes) increases its weight.
  • 25. HOW DOES OPEN GRAPH WORK?•Connects people with your product through actions and objects•Publishes actions and objects into stories and aggregations•Organizes the massive amount of activity throughout the platform using graph rank•But why should we care?
  • 26. THE POWER OF OPEN GRAPH
  • 27. WHY SHOULD WE CARE ABOUT OPEN GRAPH?• Open Graph has the capability to bring in millions of users to your product
  • 28. CASE STUDIES: ENDOMONDO• 75%increase in traffic in 3 months with Open Graph• 150%increase in the number of shares on Facebook
  • 29. CASE STUDIES: FOODSPOTTING• 400% increase in referral traffic from Facebook in 3 months• 200% increase in monthly active users
  • 30. CASE STUDIES: POSE• 5X increase in daily sign ups
  • 31. CASE STUDIES: KOBO• 50% increase in daily traffic from Facebook in 5 months with Open Graph• 90% increase in daily registrations
  • 32. WHY SHOULD WE CARE ABOUT OPEN GRAPH?• Open Graph has the capability to bring in millions of users to your product• There are discernible patterns in the Graph Rank algorithm and we can learn how to optimize for them
  • 33. MY OPEN GRAPH EXPERIMENT• 10 days• Over 200 Open Graph postings•4 test accounts• 25 unique configurations• onegoal: to find patterns in the way stories aggregate on the timeline and the news feed through the graph rank algorithm
  • 34. GRAPH RANK HOT OR NOT *when two friends have shared the same post *posts that include user generated photos and comments *similar posts occurred over a period of days *similar posts occurred over a period of hours *almost all posts
  • 35. KEY FINDINGS• Facebook’sown aggregations for News Feed often result from multiple friends acting on the similar objects• Usergenerated photos have overwhelming weight - posts with photos do not aggregate with non photos• Aggregationsrely on a certain amount of posts over an extended period of time
  • 36. HOW CAN WE APPLY THESELESSONS TO OPTIMIZE GRAPH RANK? Affinity Weight Time Decay
  • 37. OPTIMIZE GRAPH RANKWeight•User generated contents always increases graph rank•Integrate with Facebook social plugins•Add photo taking into the share flow•Add location/place data to your posts
  • 38. OPTIMIZE GRAPH RANKAffinity•Choose action verbs that people want to talk about•Attach them to social, shareable experiences•Send user generated comments/likes to Facebookthrough API•Pose questions in posts•Attach action and object properties
  • 39. WHAT ARE ACTION AND OBJECT PROPERTIES?• Actions properties: attributes that describe the published action instance; user generated content• Objects properties: attributes that describe the object page
  • 40. ACTION PROPERTIES• used to store instance-specific data• e.g. photos, comments, ratings, reviews, etc.• published with action instance• user generated content• default or custom
  • 41. ACTION PROPERTIES• Not all created equal• Some have much more weight than others
  • 42. OBJECT PROPERTIES• can be meta tags within the page or objects themselves• FB strongly recommends to create objects that refer to objects• Object mapping increases the chances Facebook can find an aggregation among friends
  • 43. OBJECT MAPPINGCreate objects that describe other objects to increase the chances of Facebook finding an aggregation
  • 44. OBJECT MAPPINGUsers interact with objects to publish through Open Graph
  • 45. OBJECT MAPPINGFB crawls the object pages to find patterns to aggregate onto friends News Feeds
  • 46. WHY SHOULD WE CARE ABOUT OPEN GRAPH?• Open Graph has the capability to bring in millions of users to your product• There are discernible patterns in the Graph Rank algorithm and we can learn how to optimize for them• Once in the News Feed, powerful content goes a long way
  • 47. THE VIRAL LOOP • Will not work without engaging content • With engaging content, is very powerful but need to gate it
  • 48. WHAT IS OPEN GRAPH AND WHY SHOULD WE CARE?• Connects people with your • Open Graph has the product through actions and capability to bring in millions objects of users to your product• Publishes actions and objects • There are discernible patterns into stories and aggregations in the Graph Rank algorithm and we can learn how to• Organizes the massive optimize for them amount of activity throughout the platform using graph rank • Once in the News Feed, powerful content goes a long way
  • 49. !e End