Web Page Optimization for
 Facebook and Beyond
Or: How to Combine the Open Graph Protocol with GoodRelations in RDFa



  ...
Facebook Open Graph Protocol
•  Specification for
   additional HTML
   markup so that
                                   ...
How Does It Work?
•  Add a few extra lines to the header of your
   Web page source code.



                             ...
Why Should I Care?
•  The embedded information will be used by
   Facebook to know the topic of the page, plus a
   few ad...
But…


06.05.2010          5
…when you take the time to touch
     your your Web page headers for
    Facebook‘s new feature, anyway, ...




06.05.201...
…you should also insert 10 – 20
        lines of additional mark-up to the
            body of the page about ...




06.0...
Store Info   Products & Services   Price & Payment
… using GoodRelations in RDFa.




06.05.2010                              9
This will have
             at least three nice effects:




06.05.2010                                  10
#1

                    More powerful Facebook
                          applications
             (because they can extra...
More Powerful Facebook Applications

                                         1
                                    Open G...
#2

               Enhanced Rendering in Yahoo
             (because Yahoo honors and displays this rich information, if
 ...
Yahoo Example




06.05.2010                   14
#3

                 Enhanced Ranking in Google
             (because Google rewards such rich mark-up as good content
   ...
Dream Team: Open Graph + GoodRelations
             Page Source Code (HTML)



                                        Bas...
GoodRelations Example: Camera




http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

06.05.2010                 ...
Is it difficult?




06.05.2010                      18
No.
     Simply copy-and-paste the GoodRelations HTML patterns into
             your page. The exact position does not ma...
Will it make my page slow?




06.05.2010                                20
No.
      The additional markup will be just 10 – 20 lines, 1 – 3 KB per
             pages. You will not even notice the ...
Is it expensive?




06.05.2010                      22
No.
                           GoodRelations is free.
       It‘s available under a very liberal Creative Commons license....
So when you update your Web
      templates to make them ready for
       Facebook’s Open Graph API,…




06.05.2010      ...
…make sure you also make them
        ready for GoodRelations.

              It will pay out. It’s simple.
             A...
Please Follow-up:




http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

              Twitter: mfhepp
         ...
Prof. Dr. Martin Hepp
Chair of General Management and E-Business
    Universitaet der Bundeswehr Muenchen
         Werner-...
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Web Page Optimization for Facebook

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In this presentation, I explain how the new Facebook Open Graph Protocol can be used by any business, and how it can be combined with the GoodRelations vocabulary for putting rich store, price, product, or service information directly into your pages.

More information: http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

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Web Page Optimization for Facebook

  1. 1. Web Page Optimization for Facebook and Beyond Or: How to Combine the Open Graph Protocol with GoodRelations in RDFa Prof. Dr. Martin Hepp E-Business and Web Science Research Group http://www.unibw.de/ebusiness/
  2. 2. Facebook Open Graph Protocol •  Specification for additional HTML markup so that 1 Facebook user’s can 2 recommend your page and its content I like this Starbuck's to their peers. My Friends (Social Graph) store! Peter Mary Me Paul 06.05.2010 2
  3. 3. How Does It Work? •  Add a few extra lines to the header of your Web page source code. Page Source Code (HTML) 06.05.2010 3
  4. 4. Why Should I Care? •  The embedded information will be used by Facebook to know the topic of the page, plus a few additional facts. –  “The page describes a café.” –  Geo positions of locations mentioned on the page. •  So Facebook users can directly point their friends to stores, products, movies, etc., instead of just sharing links. 06.05.2010 4
  5. 5. But… 06.05.2010 5
  6. 6. …when you take the time to touch your your Web page headers for Facebook‘s new feature, anyway, ... 06.05.2010 6
  7. 7. …you should also insert 10 – 20 lines of additional mark-up to the body of the page about ... 06.05.2010 7
  8. 8. Store Info Products & Services Price & Payment
  9. 9. … using GoodRelations in RDFa. 06.05.2010 9
  10. 10. This will have at least three nice effects: 06.05.2010 10
  11. 11. #1 More powerful Facebook applications (because they can extract & recombine this rich information) 06.05.2010 11
  12. 12. More Powerful Facebook Applications 1 Open Graph API provides social aspect of recommendations. Your Friend's Favorite Cafés Starbucks, closes 10.30 p.m. Miller's, closes 7.15 p.m. 2 GoodRelations markup provides fine- grained data about available products, Requirements services, payment options, opening Accepts MasterCard ON hours, etc. Wifi ON Has Vegetarian Food ON 06.05.2010 12
  13. 13. #2 Enhanced Rendering in Yahoo (because Yahoo honors and displays this rich information, if available) 06.05.2010 13
  14. 14. Yahoo Example 06.05.2010 14
  15. 15. #3 Enhanced Ranking in Google (because Google rewards such rich mark-up as good content with a higher rank in the organic search results) 06.05.2010 15
  16. 16. Dream Team: Open Graph + GoodRelations Page Source Code (HTML) Basic info about your page Header: Facebook Open Graph Markup Detailed info about your business, e.g. •  Products & services, •  Opening hours, •  Prices, Body: GoodRelations Markup •  Payment, •  Discounts, and a lot more! 06.05.2010 16
  17. 17. GoodRelations Example: Camera http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart 06.05.2010 17
  18. 18. Is it difficult? 06.05.2010 18
  19. 19. No. Simply copy-and-paste the GoodRelations HTML patterns into your page. The exact position does not matter. http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart 06.05.2010 19
  20. 20. Will it make my page slow? 06.05.2010 20
  21. 21. No. The additional markup will be just 10 – 20 lines, 1 – 3 KB per pages. You will not even notice the payload. http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart 06.05.2010 21
  22. 22. Is it expensive? 06.05.2010 22
  23. 23. No. GoodRelations is free. It‘s available under a very liberal Creative Commons license. http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart 06.05.2010 23
  24. 24. So when you update your Web templates to make them ready for Facebook’s Open Graph API,… 06.05.2010 24
  25. 25. …make sure you also make them ready for GoodRelations. It will pay out. It’s simple. And BestBuy is already doing it with remarkable results. 06.05.2010 25
  26. 26. Please Follow-up: http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart Twitter: mfhepp Skype: mfhepp
  27. 27. Prof. Dr. Martin Hepp Chair of General Management and E-Business Universitaet der Bundeswehr Muenchen Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Phone: +49 89 6004-4217 Fax: +49 89 6004-4620 http://www.unibw.de/ebusiness/ http://purl.org/goodrelations/ mhepp@computer.org 27
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