How One Little Facebook Like Button Will Change the Web

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Learn what the recent Facebook f8 conference changes mean, how they impact you as a business, and how you can best leverage recent Facebook Open Graph API and Like Button changes.

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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.
  • Now, certain parts of your profile, including your current city, hometown, education and work, and likes and interests, will contain "connections." Instead of just boring text, these connections are actually Pages, so your profile will become immediately more connected to the places, things and experiences that matter to you.
  • 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.
  • How One Little Facebook Like Button Will Change the Web

    1. 1. How One Little ButtonWill Change the Web<br />
    2. 2. Topics Being Covered<br />Web 3.0 – The Semantic Web<br />Facebook Recent Changes<br />Why This Matters<br />Privacy Concerns<br />Let’s Dig Deeper<br />Next Steps / Suggestions<br />Q & A<br />
    3. 3. Web 3.0<br />Photo by: e-language.wikispaces.com/web3.0<br />
    4. 4. Web 1.0 (1990’s) <br />5 million users<br />Pushed Web<br />Web 2.0 (2000)<br />100 million users<br />Two way web<br />Web 3.0 (2010)<br />1.8 billion users*<br />Personalized Web<br />*Source - http://www.internetworldstats.com/stats.htm<br />Web 3.0 – Semantic Web<br />
    5. 5. Explained Another Way…<br />Flickr Creative Commons Photo by: dpstyles<br />
    6. 6. Facebook Changes<br />
    7. 7. Growing….<br />
    8. 8. Open Graph<br />Facebook plans to connect disparate corners of the Web.<br />"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."<br />
    9. 9. Like Button<br />“Introducing the Like button. Starting today people will be able to connect with your Page by clicking “Like” rather than “Become a Fan.” <br />“We hope this action will feel much more lightweight, and that it will increase the number of connections made across the site.”<br />
    10. 10. Profile Updates<br />
    11. 11. Reviews & Ratings<br />
    12. 12. eCommerce<br />
    13. 13. Social Plugins<br />developers.facebook.com/plugins<br />
    14. 14. Imagine The Potential<br />Amazon can recommend films for you to buy based on what you’ve been looking up on IMDB<br />Pandora in turn can play music you’ll like based on your friends’ Amazon purchases. <br />Suddenly the web is connected in a far more cohesive way than has ever been possible before. <br />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.<br />
    15. 15. Community Pages - Beta<br />Learn more about a topic or an experience<br />Best collection of shared knowledge on a topic<br />
    16. 16. So What?Why ThisMatters?<br />Google Images Photo by: ronsworld.files.wordpress.com/2008/07/huh.jpg<br />
    17. 17. Why Is This Important<br />400+ million users<br />Facebook is building the semantic web. <br />Open Graph growth is already huge with 100,000+ sites have implemented it and Facebook is seeing over 1 billion “Likes” per day.<br />290% Traffic Increase for The Washington Post<br />250% Traffic Increase for ABC News<br />
    18. 18. For consumers<br />Recommendations now come from your trusted friends not strangers<br />
    19. 19. For marketers<br />Better knowledge of your audience<br />And how they engage with your site<br />Improved Ad Relevance<br />www.sitewire.net/blog/2010/04/23/facebook-like-button-advertisers-love/ <br />
    20. 20. For Google<br />Facebook deeper knowledge of your tastes as much as those your friends might make it the new most relevant search engine, offering truly personalized search results<br />
    21. 21. Privacy Concerns<br />Flickr Creative Commons Photo by: Darwin Bell<br />
    22. 22. Privacy Concerns<br />http://gigaom.com/2010/04/22/your-moms-guide-to-those-facebook-changes-and-how-to-block-them/<br />
    23. 23. Let’s Dig Deeper<br />Flickr Creative Commons Photo by: Tommy’s Surfshack<br />
    24. 24. Content Is Still King<br />Ask for Feedback – Get Comments<br />Share interesting advice, tips, video, etc.<br />Create an App, Game or Quiz.<br />Flickr Creative Commons Photo by: Creative Tools<br />
    25. 25. Do Not Automate Your Content<br />
    26. 26. Encourage Shares / Mentions<br />
    27. 27. News Feed Optimization<br />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.<br />Weight given to each type of Edge. For example, a comment probably has more importance than a ‘Like’.<br />Time Decay - The older an Edge is, the less important it becomes.<br />
    28. 28. News Feed Optimization<br />This is <br />an <br />Object<br />This is an Edge<br />
    29. 29. Social Objects are…<br />
    30. 30. Your Next Steps<br />Flickr Creative Commons Photo by: SeeMidTN.com<br />
    31. 31. Like Button<br />developers.facebook.com/docs/reference/plugins/like<br />
    32. 32. Some Other Links<br />Facebook Privacy - www.allfacebook.com/2009/02/facebook-privacy/<br />Facebook Developers Resources – developers.facebook.com/docs/<br />Facebook Platform Showcase - developers.facebook.com/showcase/<br />Social Plugins - developers.facebook.com/plugins<br />
    33. 33. What to do next<br />Educate your team and employees on these changes and address their privacy concerns<br />Add the proper Open Graph Protocol meta tags on your site, and, by doing so, you will now appear in Facebook’s search results as well.<br />Leverage EdgeRank formula<br />If you want your posts to show up in News Feed, make sure people will actually want to interact with them.<br />Make sure to work with your team at Sitewire to stay on top of this evolution and how best to integrate Facebook into your plans<br />
    34. 34. I Hope You Did This<br />Q & AThank You!Jay FeitlingerTwitter: @SitewireAgency<br />

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