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Facebook ( Open ) Graph
    and the Semantic Web
        Ideas around OpenGraph protocol and RDFa usage
               wit...
About me ( in italian )
                                             on dagoneye.it




               http://www.dagoneye...
This presentation is
        about...
• Using Facebook OpenGraph to see how
  RDFa is used
• Make a simple comparison with...
To a better understanding, don’t think pages,
think Social Objects in a Giant Global Graph
Linked Data
  definition to a better
    comprehension




http://linkeddata.jiscpress.org/tim-berners-lee%E2%80%99s-linked...
events
people


                       things i like,
                        interests



         Facebook connect peopl...
Facebook first social graph
                                                        in 2006




   Facebook Social
   Graph...
“We are building a web where the default is social.”




slide taken from http://www.slideshare.net/Saintsocial/facebook-o...
From now on, any website can become part of the
Facebook ecosystem, outside of Facebook.com




slide taken from http://ww...
The   Web is more a social
           creation, than
        a technical one.




      Sir Tim Berners Lee - 1999
Facebook wants to flood the web with these pieces of
functionality, adding a social skew to each and every site.


  slide...
slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained




Every action taken through social...
Facebook Open Graph is an attempt to map all the complex interactions
existing between you, your friends and the content y...
It means that...
                                         this kind
                                             of
http:/...
This graph around me is accessible from the new
GRAPH API, which links objects in the social graph via
               CONN...
a sort of RDF model?




http://developers.facebook.com/docs/api
so this triple with
    the new Graph model
http://www.facebook.com/matteobrunati

                        https://graph.f...
Example of Open Like user experience
When “Mi piace” is clicked,
 the object with the link
 appears in my Facebook
          profile
When “Mi piace” is clicked,
 the object with the link
 appears in my Facebook
          profile



 How Facebook knows the ...
thanks to Metadata inserted in the page,
            that transform the page in a Social Object...
                       ...
http://www.facebook.com/matteobrunati


                   https://graph.facebook.com/me/likes


                         ...
This is the idea of
GGG,
the Giant
Global
Graph

http://www.zdnet.com/blog/btl/tim-berners-lee-from-world-wide-web-to-gian...
Metadata encoded with the new Open Graph Protocol:
           a minimal RDFa implementation




          http://opengraph...
Remember
 the page on
the IMDB on
 Fight Club?

                                                 IMDB Page source with OG,...
RDF Triples
RDF graph
If the web page has no metadata
   encoded using Open Graph Protocol,
Facebook show me only the title of that page
If the page has metadata
encoded using Open Graph Protocol and regular
         Semantic Web vocabularies

http://www.meta...
http://sindice.com/developers/inspector/?url=http%3A%2F
%2Fwww.metafora.it%2Fleggi-internet%2Ffilirossi.html#triples
What are the differences on the usage of RDFa
  between Facebook and W3C guidelines?


              Facebook developers t...
1. URI -> property -> Literal value

 Using the property attribute in RDFa, it means that
the object value in the RDF trip...
2. One page -> One social object

The instructions for the webmasters for the usage of the
  Open Graph Protocol are clear...
Problems

     URIs are universal identifiers,
       labels and text are not




     If Pages on different sites are arou...
Problems

The schema on opengraphprotocol is not
    deferenceable. It’s only in HTML.
but the power of
decentralization of URIs
  and the implicit web
capability of innovation
  without consensus...
     are ...
The Semantic Web community makes
            the Scheme machine readable




http://github.com/facebook/open-graph-protoco...
The Community makes some properties
             of the Open Graph Protocol connected
             with shared Semantic We...
Make a Web of Data from the new Facebook
Graph API that return JSON data with HTTP
      URIs which are dereferencable



...
Mapping inconsistencies with semweb vocabularies

     http://sam.tw.rpi.edu/ws/face_lod.html
If we make assertions on things, we make
                a relationship between things.
           We need to speak about ...
RDF power to make assertions
                 on everything using a graph




slide taken from http://www.slideshare.net/C...
Linking Open Graph term with
 the Linked Data cloud, thanks
         to ontologies
Linked Data cloud - http://linkeddata.org/
In the extreme view , the   world can be seen as
only   connections, nothing else.
We think of a dictionary as the reposit...
Original
                      World Wide
                     Web Proposal at
                        CERN in
           ...
Others examples
of sites that use RDFa
  in a complete way
Newsweek.com adopted full
RDFa metadata at the end of May 2010
  ( without Doctype declaration )
http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.newsweek.com
Newsweek page source with
         RDFa
http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.newsweek.com#triples
Newsweek RDF Graph
Another example:
  Ecommerce and
OpenGraph protocol,
thanks to the power
   of RDF model
E-commerce ontology: GoodRelations




slides taken from http://www.slideshare.net/mhepp/web-page-optimization-for-facebook
GoodRelations + OpenGraph Protocol




slide taken from http://www.slideshare.net/mhepp/web-page-optimization-for-facebook
Some things to
 remember...
Data “on” the Web
        vs
Data “in” the Web




                      The power of link:
                      how it c...
Making Linked Data




http://linkeddata.jiscpress.org/tim-berners-lee%E2%80%99s-linked-data-principles/
Don’t think Websites, think Data




Coloured lines are ontologies and balls are applications:
   mapping the world withou...
Another example: advantages using Linked Data in a
    tweet based on SMOB - http://smob.me/




                         ...
thanks to Linked
  Data, automatically topics
 of the tweet are connected
with the colletive intelligence
  of the Web, in...
Useful stuff
1. http://www.slideshare.net/dpalmisano/from-the-semantic-web-to-the-web-of-data-ten-years-of-linking-up
2. h...
Thanks!                                 Creative
                                                                         ...
Future directions for the next presentation:
                some clues
Facebook
    Social
   Graph



                Who controls that data?

   What are the points of contact, me or the Plat...
or in other words
http://www.facebook.com/matteobrunati


         people on the Web has
    an URI under their own contro...
http://www.facebook.com/matteobrunati


      Making us the central point of contact, not
                    the Platform
making us a central point of contact with the Market,
mmm...VRM Vision enabled by Semantic Web “power to the
             ...
VRM can be the perfect scenario to
     understand the power of changing our
  attitude to the Market thanks to the Web at...
http://thebankwatch.com/2007/01/05/microformats-as-
             information-brokers-revisited/




                      ...
The   Web is more a social
                       creation, than
       Society
                    a technical one.
  cha...
VRM + Semantic Web
    tools ideas: next
presentation with some
ideas around the future
     of Advertising
      Networks...
Facebook ( Open ) Graph and the Semantic Web
Facebook ( Open ) Graph and the Semantic Web
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Facebook ( Open ) Graph and the Semantic Web

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Ideas around OpenGraph protocol and RDFa usage with some possible future directions.

It’s all around the Social Object.

Padua University - Italy - A lesson in the “Tecnologie Web2.0” course thanks to Massimo Marchiori - http://www.math.unipd.it/~tecweb2/

At the end there are some clues about possible connections between Semantic Web tools and the VRM ( Vendor Relationship Management ) vision as the future of the Net using the full potential of the Web platform.

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  • http://www.holidaysviaggi.com/
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  • Aggiungo in italiano il post che ne parla:
    > http://www.dagoneye.it/blog/2010/06/01/facebook-open-graph-ed-il-semantic-web-lezione-alluniversita-di-padova-thanks-to-massimo-marchiori/
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  • Molto interessanti gli spunti di riflessione sugli aspetti sociali e sulla gestione delle informazioni personali. Non sono un tecnico ma mi rendo conto che le implicazioni operative di una visione semantica ribalterebbero il web e la comunicazione cosi' come noi la conosciamo. Complimenti Matteo, sei un grande :-)
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  • Transcript of "Facebook ( Open ) Graph and the Semantic Web"

    1. 1. Facebook ( Open ) Graph and the Semantic Web Ideas around OpenGraph protocol and RDFa usage with some possible future directions. It’s all around the Social Object. Matteo Brunati - dagoneye.it Padua University - Italy - A lesson in the “Tecnologie Web2.0” course thanks to Massimo Marchiori
    2. 2. About me ( in italian ) on dagoneye.it http://www.dagoneye.it some english stuff on http://www.dagoneye.it/blog/category/semantic-web/english/
    3. 3. This presentation is about... • Using Facebook OpenGraph to see how RDFa is used • Make a simple comparison with RDFa standard usage • introduction to Social Objects, the real “x- factor” of the Web of Data • Power to the people or to the Web2.0 platform? Let’s thinking about it
    4. 4. To a better understanding, don’t think pages, think Social Objects in a Giant Global Graph
    5. 5. Linked Data definition to a better comprehension http://linkeddata.jiscpress.org/tim-berners-lee%E2%80%99s-linked-data-principles/
    6. 6. events people things i like, interests Facebook connect people thanks to shared interests and personal informations
    7. 7. Facebook first social graph in 2006 Facebook Social Graph with Social Object in 2010 http://www.25hoursaday.com/weblog/2010/04/24/FacebooksOpenGraphProtocolFromAWebDevelopersPerspective.aspx
    8. 8. “We are building a web where the default is social.” slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained
    9. 9. From now on, any website can become part of the Facebook ecosystem, outside of Facebook.com slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained
    10. 10. The Web is more a social creation, than a technical one. Sir Tim Berners Lee - 1999
    11. 11. Facebook wants to flood the web with these pieces of functionality, adding a social skew to each and every site. slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained
    12. 12. slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained Every action taken through social plugins embedded throughout the web will flow back to your profile, and especially to the “Open graph”
    13. 13. Facebook Open Graph is an attempt to map all the complex interactions existing between you, your friends and the content you all like = mapping your interests and cross-interests. slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained
    14. 14. It means that... this kind of http://www.facebook.com/matteobrunati information is IN the cc:Likes Facebook Platform http://www.creativecommons.org
    15. 15. This graph around me is accessible from the new GRAPH API, which links objects in the social graph via CONNECTIONS... URIs in effect http://developers.facebook.com/docs/api
    16. 16. a sort of RDF model? http://developers.facebook.com/docs/api
    17. 17. so this triple with the new Graph model http://www.facebook.com/matteobrunati https://graph.facebook.com/me/likes http://www.creativecommons.org
    18. 18. Example of Open Like user experience
    19. 19. When “Mi piace” is clicked, the object with the link appears in my Facebook profile
    20. 20. When “Mi piace” is clicked, the object with the link appears in my Facebook profile How Facebook knows the title and the site?
    21. 21. thanks to Metadata inserted in the page, that transform the page in a Social Object... wait... a Social Object? http://gapingvoid.com/2007/12/31/social-objects-for-beginners/
    22. 22. http://www.facebook.com/matteobrunati https://graph.facebook.com/me/likes Not the page, but the Social Object inside that page A movie titles “Fight Club”
    23. 23. This is the idea of GGG, the Giant Global Graph http://www.zdnet.com/blog/btl/tim-berners-lee-from-world-wide-web-to-giant-global-graph/7126
    24. 24. Metadata encoded with the new Open Graph Protocol: a minimal RDFa implementation http://opengraphprotocol.org/
    25. 25. Remember the page on the IMDB on Fight Club? IMDB Page source with OG, the metadata Let’s see metadata information using SIG.MA and SINDICE INSPECTOR http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.imdb.com%2Ftitle%2Ftt0137523%2F#sigma
    26. 26. RDF Triples
    27. 27. RDF graph
    28. 28. If the web page has no metadata encoded using Open Graph Protocol, Facebook show me only the title of that page
    29. 29. If the page has metadata encoded using Open Graph Protocol and regular Semantic Web vocabularies http://www.metafora.it/leggi-internet/filirossi.html
    30. 30. http://sindice.com/developers/inspector/?url=http%3A%2F %2Fwww.metafora.it%2Fleggi-internet%2Ffilirossi.html#triples
    31. 31. What are the differences on the usage of RDFa between Facebook and W3C guidelines? Facebook developers tried RDFa and thought that is too complex, so they use it in a minimal form
    32. 32. 1. URI -> property -> Literal value Using the property attribute in RDFa, it means that the object value in the RDF triple can be only a literal value, a string of text.
    33. 33. 2. One page -> One social object The instructions for the webmasters for the usage of the Open Graph Protocol are clear: one page, one social object. And with a lot of pages? Administration problems, caos...
    34. 34. Problems URIs are universal identifiers, labels and text are not If Pages on different sites are around the same Social Object The property attribute makes the content value a literal, not a WEB RESOURCE with an URI, so how understand this kind of information?
    35. 35. Problems The schema on opengraphprotocol is not deferenceable. It’s only in HTML.
    36. 36. but the power of decentralization of URIs and the implicit web capability of innovation without consensus... are with us .)
    37. 37. The Semantic Web community makes the Scheme machine readable http://github.com/facebook/open-graph-protocol/blob/master/schema.php
    38. 38. The Community makes some properties of the Open Graph Protocol connected with shared Semantic Web vocabularies url property <rdf:Property rdf:about="http://opengraphprotocol.org/schema/url"> <rdfs:label xml:lang="en-US">url</rdfs:label> <rdfs:comment xml:lang="en-US">The canonical URL of your object that will be used as its permanent ID in the graph, e.g., "http://www.imdb.com/title/tt0117500/".</rdfs:comment> <rdfs:seeAlso rdf:resource="http://xmlns.com/foaf/0.1/homepage"/> <rdfs:seeAlso rdf:resource="http://purl.org/dc/elements/1.1/identifier"/> <rdfs:isDefinedBy rdf:resource="http://opengraphprotocol.org/schema/"/> </rdf:Property> <rdf:Property rdf:about="http://opengraphprotocol.org/schema/type"> <rdfs:label xml:lang="en-US">type</rdfs:label> <rdfs:comment xml:lang="en-US">The type of your object, e.g., "movie". Depending on the type you specify, other properties may also be required.</rdfs:comment> <rdfs:seeAlso rdf:resource="http://www.w3.org/1999/02/22-rdf-syntax-ns#type"/> <rdfs:isDefinedBy rdf:resource="http://opengraphprotocol.org/schema/"/> </rdf:Property> type property
    39. 39. Make a Web of Data from the new Facebook Graph API that return JSON data with HTTP URIs which are dereferencable http://sam.tw.rpi.edu/ws/face_lod.html
    40. 40. Mapping inconsistencies with semweb vocabularies http://sam.tw.rpi.edu/ws/face_lod.html
    41. 41. If we make assertions on things, we make a relationship between things. We need to speak about such relations. We need ontologies. slide taken from http://www.slideshare.net/Cloud/the-social-semantic-web
    42. 42. RDF power to make assertions on everything using a graph slide taken from http://www.slideshare.net/Cloud/the-social-semantic-web
    43. 43. Linking Open Graph term with the Linked Data cloud, thanks to ontologies
    44. 44. Linked Data cloud - http://linkeddata.org/
    45. 45. In the extreme view , the world can be seen as only connections, nothing else. We think of a dictionary as the repository of meaning, but it defines words only on terms of other words.
    46. 46. Original World Wide Web Proposal at CERN in 1989-1990 It’s the Web, my dear .)
    47. 47. Others examples of sites that use RDFa in a complete way
    48. 48. Newsweek.com adopted full RDFa metadata at the end of May 2010 ( without Doctype declaration )
    49. 49. http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.newsweek.com
    50. 50. Newsweek page source with RDFa
    51. 51. http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.newsweek.com#triples
    52. 52. Newsweek RDF Graph
    53. 53. Another example: Ecommerce and OpenGraph protocol, thanks to the power of RDF model
    54. 54. E-commerce ontology: GoodRelations slides taken from http://www.slideshare.net/mhepp/web-page-optimization-for-facebook
    55. 55. GoodRelations + OpenGraph Protocol slide taken from http://www.slideshare.net/mhepp/web-page-optimization-for-facebook
    56. 56. Some things to remember...
    57. 57. Data “on” the Web vs Data “in” the Web The power of link: how it can be used http://webofdata.wordpress.com/2010/03/01/data-and-the-web-choices/
    58. 58. Making Linked Data http://linkeddata.jiscpress.org/tim-berners-lee%E2%80%99s-linked-data-principles/
    59. 59. Don’t think Websites, think Data Coloured lines are ontologies and balls are applications: mapping the world without reinvent the wheel .)
    60. 60. Another example: advantages using Linked Data in a tweet based on SMOB - http://smob.me/ My status is connected on the URI of the Social Object automatically, thanks to Linked Data automatism
    61. 61. thanks to Linked Data, automatically topics of the tweet are connected with the colletive intelligence of the Web, in a machine readable form
    62. 62. Useful stuff 1. http://www.slideshare.net/dpalmisano/from-the-semantic-web-to-the-web-of-data-ten-years-of-linking-up 2. http://www.slideshare.net/Cloud/the-social-semantic-web 3. http://www.slideshare.net/mhepp/web-page-optimization-for-facebook 4. http://www.semanticweb.com/news/rdfa_momentum_continues_part_of_html5_160146.asp 5. http://linkeddata.deri.ie/services/tutorials/rdfa 6. http://jeffsayre.com/2010/02/24/a-flock-of-twitters-decentralized-semantic-microblogging/ 7. http://groups.google.com/group/open-graph-protocol 8. http://www.heppnetz.de/projects/goodrelations/ 9. http://socialbits.net/blog/the-social-semantic-web/ 10. http://www.slideshare.net/Saintsocial/facebook-open-graph-explained Tools a. http://sindice.com/developers/inspector/ b. http://www.w3.org/2001/sw/BestPractices/HTML/rdfa-bookmarklet/ c. http://rdfa.info/wiki/Tools In Italian: 1. http://www.webprofession.it/group/semanticwebelinkeddata 2. http://www.titticimmino.com/2010/04/28/open-graph-facebook-e-lad-il-web-semantico-in-movimento/ 3. http://www.dagoneye.it/blog/2010/04/26/facebook-open-graph-e-rdfa-il-grafo-come-modello-per-leggere-la- metapiattaforma-del-web/ 4. http://www.slideshare.net/dagoneye/i-fili-rossi-di-apogeonline-in-versione-semantica-grazie-a-rdfa-prima- parte
    63. 63. Thanks! Creative Commons License RDFa powered <a rel="license" href="http://creativecommons.org/licenses/by-nc/3.0/"> <img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc/3.0/88x31.png" /> </a> <br /> <span xmlns:dc="http://purl.org/dc/elements/1.1/" property="dc:title"> Facebook ( Open ) Graph and the Semantic Web</span> by <span xmlns:cc="http://creativecommons.org/ns#" property="cc:attributionName"> Matteo Brunati</span> is licensed under a <a rel="license" href="http://creativecommons.org/licenses/by-nc/3.0/">Creative Commons Attribuzione-Non commerciale 3 Unported License</a>. dagoneye.it - matt [at] blog.dagoneye.it
    64. 64. Future directions for the next presentation: some clues
    65. 65. Facebook Social Graph Who controls that data? What are the points of contact, me or the Platform? What implies if i have my facebook social graph connected in a personal way with the Linked Data cloud?
    66. 66. or in other words http://www.facebook.com/matteobrunati people on the Web has an URI under their own control to take control of their digital identity?
    67. 67. http://www.facebook.com/matteobrunati Making us the central point of contact, not the Platform
    68. 68. making us a central point of contact with the Market, mmm...VRM Vision enabled by Semantic Web “power to the people” http://www.brucemacvarish.com/2008/07/ customer-service-20-and-vrm---a-revisit.html http://cyber.law.harvard.edu/projectvrm/ Main_Page
    69. 69. VRM can be the perfect scenario to understand the power of changing our attitude to the Market thanks to the Web at full of its potential ( Semantic Web ) Taking control of our relationship in the Market
    70. 70. http://thebankwatch.com/2007/01/05/microformats-as- information-brokers-revisited/ An Agent that can manage my relationship with Vendors... More Power to the People in the Global Market
    71. 71. The Web is more a social creation, than Society a technical one. changes thanks to innovations, thanks to tecnology by people that see this change Sir Tim Berners Lee - 1999 People centered Market is possible now with the grow of decentralization of our personal social objects graphs, if we are under control
    72. 72. VRM + Semantic Web tools ideas: next presentation with some ideas around the future of Advertising Networks .)
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