Web Page Optimization for Facebook

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/

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

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

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

But… 06.05.2010 5

…when you take the time to touch your your Web page headers for Facebook‘s new feature, anyway, ... 06.05.2010 6

…you should also insert 10 – 20 lines of additional mark-up to the body of the page about ... 06.05.2010 7

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 extract & recombine this rich information) 06.05.2010 11

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

#2 Enhanced Rendering in Yahoo (because Yahoo honors and displays this rich information, if available) 06.05.2010 13

Yahoo Example 06.05.2010 14

#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

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

GoodRelations Example: Camera http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart 06.05.2010 17

Is it difficult? 06.05.2010 18

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

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 payload. http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart 06.05.2010 21

Is it expensive? 06.05.2010 22

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

So when you update your Web templates to make them ready for Facebook’s Open Graph API,… 06.05.2010 24

…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

Please Follow-up: http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart Twitter: mfhepp Skype: mfhepp

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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Web Page Optimization for Facebook

by Martin Hepp

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