Facebook Login & Open Graph                                                     by Timon Hartung @ Conversion Conference L...
Timon Hartung                              • CTO at 121WATT.de                              • Master of Business Informati...
I am not a               Conversion Rate Expert                                        3Donnerstag, 29. November 12
I want to show you what you can do with                                    Facebook                                       ...
Identity   Login   after Login                                                    5Donnerstag, 29. November 12
Identity on the Web source: http://youthadvisoryboard.wordpress.com/2012/05/14/social-networking-the-digital-identity/   6...
Offline - Identity                              7Donnerstag, 29. November 12
Offline - Identity - Who are we?                                        8Donnerstag, 29. November 12
Online - Identity                              9Donnerstag, 29. November 12
Online - Identity                                          PsyGnamStyle2000                              Real name    Nick...
Online - Identity                              Nickname                                         11Donnerstag, 29. November...
Online - Identity                                                       &                &                                ...
The Internet giant Google wants to ring in the end of      anonymity on the web. Its new social network Google+      requi...
Would it not civilize the web if all people would be      online under their real names, just like in real life?          ...
Digital Identity Supremacy                                                           15Donnerstag, 29. November 12
google                                       vs.                 facebook                                  vs.            ...
google                                                    vs.                                 facebook           Source: h...
Who‘s going to be the winner?                                                              18Donnerstag, 29. November 12
Over 1 billion active users on Facebook                                Source: http://www.statista.com/topics/751/facebook...
Over 1 billion active users on Facebook                                                20Donnerstag, 29. November 12
Facebook the Consumer Identity on the Web                                                            21Donnerstag, 29. Nov...
facebook the „Consumer Identity“ on the Web                               Profil Pictures                                  ...
facebook the „Consumer Identity“ on the Web                                                     23Donnerstag, 29. November...
Quick: Social Plugins source: http://www.ecreativeim.com/blog/2011/05/facebooks-like-icon-drives-traffic-to-your-website/  ...
fb: Facepile                              25Donnerstag, 29. November 12
fb: Like box                              26Donnerstag, 29. November 12
fb: Like button                              27Donnerstag, 29. November 12
Example Lieferheld.de                              28Donnerstag, 29. November 12
fb: log in                              29Donnerstag, 29. November 12
is facebook Log in exciting?                                                             30Donnerstag, 29. November 12
facebook Login source: http://www.4thmedia.org/2012/06/06/facebook-targeting-pre-teens/facebook-login/   31Donnerstag, 29....
Live Example: AirBnB www.airbnb.com                                                              32Donnerstag, 29. Novembe...
Facebook Login Step 1                              33Donnerstag, 29. November 12
Facebook Login Step 2                              34Donnerstag, 29. November 12
Facebook Login Step 3                              35Donnerstag, 29. November 12
Facebook Login Step 4                              36Donnerstag, 29. November 12
Why is the login button so cool for the users?                                                                37Donnerstag...
Why is the login button so cool for the users?      •2 clicks and you are logged in      •ultrafast      •Always logged in...
Why the login button is cool for companies?                                                               39Donnerstag, 29...
Why the login button is cool for companies?      •Possible higher conversion for registrations      •Access to the users d...
Okay! The users can log on super easy and now?                                                          41Donnerstag, 29. ...
Facebook Login normal!                                                       42Donnerstag, 29. November 12
tripadvisor example                              43Donnerstag, 29. November 12
tripadvisor example                              44Donnerstag, 29. November 12
What if we already had the fb data?                                                                    45Donnerstag, 29. N...
Facebook Login on Crack :) source: http://www.fanpop.com/clubs/animal-humor/images/29016374/title/funny-animals-photo   46...
tripadvisor example                              47Donnerstag, 29. November 12
tripadvisor example                              48Donnerstag, 29. November 12
tripadvisor example                              49Donnerstag, 29. November 12
tripadvisor example                              50Donnerstag, 29. November 12
tripadvisor example                              51Donnerstag, 29. November 12
tripadvisor example                              52Donnerstag, 29. November 12
tripadvisor example                              53Donnerstag, 29. November 12
tripadvisor example                              54Donnerstag, 29. November 12
tripadvisor example                              55Donnerstag, 29. November 12
tripadvisor example                              56Donnerstag, 29. November 12
How cool that would be?!                                                         57Donnerstag, 29. November 12
Unfortunately, it is not so easy!      •Instant personalization is currently       only available for 8 selected       fac...
Instant Personalization source: http://www.mrcapetown.co.za/brands-marketing/sneakers-3-0-who-is-your-favourite-brand-and-...
Instant Personalization: Rotten Tomatoes                                                 60Donnerstag, 29. November 12
Instant Personalization: Scribd                                        61Donnerstag, 29. November 12
Instant Personalization: Bing                                      62Donnerstag, 29. November 12
Instant Personalization: Yelp                                      63Donnerstag, 29. November 12
Facebook Instant Personalization      •https://www.facebook.com/instantpersonalization/                                   ...
So you still have to get the users to register with        your conversion optimization skills. But then you‘re           ...
Behind the Facebook Login source: http://www.scenicrefl ections.com/download/208106/THE_OPEN_DOOR_IN_HEAVEN_Wallpaper/   66...
Access to the users friends (Airbnb)                                             67Donnerstag, 29. November 12
Access to the users friends (Pinterest)                                                68Donnerstag, 29. November 12
Access to the users data in the Open Graph                                                   69Donnerstag, 29. November 12
What is the Open Graph?                                                        70Donnerstag, 29. November 12
What is the Open Graph?      •Facebook is built on the Social Graph      •The social graph are all people, objects and lin...
This is the Social Graph!                                  72Donnerstag, 29. November 12
What is the Open Graph?      •The Open Graph is an extension of the Social Graph                                          ...
What is the Open Graph?      •First, in 2010, the Open Graph Protocol (OGP) was       introduced to be able to „like“ thir...
Open Graph Protocol      •With the OGP tags normal web       pages are enriched to objects in the       Facebook social gr...
Open Graph Protocol      •By the OGP tags in the HTML head       facebook can represent a website       shared or liked on...
Example: OGP Tags good and bad                                                               77Donnerstag, 29. November 12
OGP Tags good                              78Donnerstag, 29. November 12
OGP Tags bad                              79Donnerstag, 29. November 12
What is the Open Graph?      •Then the Open Graph was extended to Actions and       Objects so third-party apps can integr...
Actions & Objects      •Fb apps can now integrate their own vocabulary and       behavioral adaptations on facebook      •...
Actions & Objects                              82Donnerstag, 29. November 12
Actions & Objects      •Thus, all Social Objects in the social graph are       connected to each other through actions.   ...
All Social Objects in the social graph are      connected to each other through actions.                                  ...
Let‘s have a look at this!                                                           85Donnerstag, 29. November 12
The Open Graph Explorer                                                        86Donnerstag, 29. November 12
Access the users data via the Open Graph with the      Open Graph Explorer                                                ...
Example:      Open Graph Explorer:      https://developers.facebook.com/tools/explorer/      Graph API:      https://devel...
Privacy!                                         89Donnerstag, 29. November 12
Privacy & Dialogs      •Nearly any data from the user can be read via the Open       Graph API.      •BUT ONLY if the user...
Privacy & Dialogs      •If the user chooses to let his data be accessed via the       dialog there is no data privacy or p...
Privacy & Dialogs                              92Donnerstag, 29. November 12
Datenschutz & Dialoge: Share Public                                            93Donnerstag, 29. November 12
Datenschutz & Dialoge: Share Friends                                             94Donnerstag, 29. November 12
Sharing & Actions from fb Apps                                                               95Donnerstag, 29. November 12
Manual Actions & Passive Actions      •Active / manual actions:            • Like, Eat, Buy, ....      •Passive actions:  ...
Passive Actions                              97Donnerstag, 29. November 12
Active / manual Actions                                98Donnerstag, 29. November 12
Passive Actions                              99Donnerstag, 29. November 12
Active / manual Actions from foursquare                                                100Donnerstag, 29. November 12
Sharing      •Apps can:      •Add to the news feed      •Appear when using in Ticker      •and appear aggregated in the ti...
source: http://developer.facebook.com   102Donnerstag, 29. November 12
Takeways      •The Facebook Login an fast and safe way for the user       to log in      •Enterprises can give users a cus...
Thank you!            get in touch:      • facebook.timonhartung.com      • @timondeluxe      • linkedin.timonhartung.com ...
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Facebook Login and Open Graph

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Facebook Login and Open Graph at Conversion Conference London by Timon Hartung. http://www.timonhartung.com

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Facebook Login and Open Graph

  1. 1. Facebook Login & Open Graph by Timon Hartung @ Conversion Conference London 2012 source: http://www.digitaltrends.com/opinion/opinion-where-should-you-stand-on-kony-2012-just-ask-your-social-network/ 1Donnerstag, 29. November 12
  2. 2. Timon Hartung • CTO at 121WATT.de • Master of Business Informatics • 9 years SEO & online marketing experience • Former Head of Online Marketing at amiando • Consulting cooperations on international SEO • 13 years coding experience Java, PHP, MySQL • Previously spoken at SMX Munich and Social Media Economy Days 2Donnerstag, 29. November 12
  3. 3. I am not a Conversion Rate Expert 3Donnerstag, 29. November 12
  4. 4. I want to show you what you can do with Facebook 4Donnerstag, 29. November 12
  5. 5. Identity Login after Login 5Donnerstag, 29. November 12
  6. 6. Identity on the Web source: http://youthadvisoryboard.wordpress.com/2012/05/14/social-networking-the-digital-identity/ 6Donnerstag, 29. November 12
  7. 7. Offline - Identity 7Donnerstag, 29. November 12
  8. 8. Offline - Identity - Who are we? 8Donnerstag, 29. November 12
  9. 9. Online - Identity 9Donnerstag, 29. November 12
  10. 10. Online - Identity PsyGnamStyle2000 Real name Nickname (Avatar) 10Donnerstag, 29. November 12
  11. 11. Online - Identity Nickname 11Donnerstag, 29. November 12
  12. 12. Online - Identity & & PsyGnamStyle2000 Real name Nickname (Avatar) Google+ & Facebook & other OAuth applications want to connect those nicknames to real people in the real world. 12Donnerstag, 29. November 12
  13. 13. The Internet giant Google wants to ring in the end of anonymity on the web. Its new social network Google+ requires all members to log in with their official names. Who doesn‘t, is warned and then excluded. Source: http://www.zeit.de/2011/32/P-op-ed-Anonymitaet 13Donnerstag, 29. November 12
  14. 14. Would it not civilize the web if all people would be online under their real names, just like in real life? Source: http://www.zeit.de/2011/32/P-op-ed-Anonymitaet 14Donnerstag, 29. November 12
  15. 15. Digital Identity Supremacy 15Donnerstag, 29. November 12
  16. 16. google vs. facebook vs. Microsoft Source: http://blogs.canada.com/2012/01/20/fortune-names-google-best-place-to-work/ Source: http://www.theepochtimes.com/n2/business/how-valuable-is-a-like-on-your-facebook-fan-page-200796.html Source: http://es.wikipedia.org/wiki/Archivo:Microsoft_Sign_on_German_campus.jpg Competitors to an identity on the web. Facebook with fb Login and google with its google app logins. 16Donnerstag, 29. November 12
  17. 17. google vs. facebook Source: http://blogs.canada.com/2012/01/20/fortune-names-google-best-place-to-work/ Source: http://www.theepochtimes.com/n2/business/how-valuable-is-a-like-on-your-facebook-fan-page-200796.html Competitors to an identity on the web. Facebook with fb Login and google with its google app logins. 17Donnerstag, 29. November 12
  18. 18. Who‘s going to be the winner? 18Donnerstag, 29. November 12
  19. 19. Over 1 billion active users on Facebook Source: http://www.statista.com/topics/751/facebook/chart/639/monthly-active-users-of-facebook/ 19Donnerstag, 29. November 12
  20. 20. Over 1 billion active users on Facebook 20Donnerstag, 29. November 12
  21. 21. Facebook the Consumer Identity on the Web 21Donnerstag, 29. November 12
  22. 22. facebook the „Consumer Identity“ on the Web Profil Pictures Friends Things you „Like“ 22Donnerstag, 29. November 12
  23. 23. facebook the „Consumer Identity“ on the Web 23Donnerstag, 29. November 12
  24. 24. Quick: Social Plugins source: http://www.ecreativeim.com/blog/2011/05/facebooks-like-icon-drives-traffic-to-your-website/ 24Donnerstag, 29. November 12
  25. 25. fb: Facepile 25Donnerstag, 29. November 12
  26. 26. fb: Like box 26Donnerstag, 29. November 12
  27. 27. fb: Like button 27Donnerstag, 29. November 12
  28. 28. Example Lieferheld.de 28Donnerstag, 29. November 12
  29. 29. fb: log in 29Donnerstag, 29. November 12
  30. 30. is facebook Log in exciting? 30Donnerstag, 29. November 12
  31. 31. facebook Login source: http://www.4thmedia.org/2012/06/06/facebook-targeting-pre-teens/facebook-login/ 31Donnerstag, 29. November 12
  32. 32. Live Example: AirBnB www.airbnb.com 32Donnerstag, 29. November 12
  33. 33. Facebook Login Step 1 33Donnerstag, 29. November 12
  34. 34. Facebook Login Step 2 34Donnerstag, 29. November 12
  35. 35. Facebook Login Step 3 35Donnerstag, 29. November 12
  36. 36. Facebook Login Step 4 36Donnerstag, 29. November 12
  37. 37. Why is the login button so cool for the users? 37Donnerstag, 29. November 12
  38. 38. Why is the login button so cool for the users? •2 clicks and you are logged in •ultrafast •Always logged in •fewer passwords •Easier to interact with friends •relatively Safe 38Donnerstag, 29. November 12
  39. 39. Why the login button is cool for companies? 39Donnerstag, 29. November 12
  40. 40. Why the login button is cool for companies? •Possible higher conversion for registrations •Access to the users data •Access to the Friends of the user •Possibly viral spread through the actions the user makes •Custom user expierence, custom landing pages •Less fake registrations 40Donnerstag, 29. November 12
  41. 41. Okay! The users can log on super easy and now? 41Donnerstag, 29. November 12
  42. 42. Facebook Login normal! 42Donnerstag, 29. November 12
  43. 43. tripadvisor example 43Donnerstag, 29. November 12
  44. 44. tripadvisor example 44Donnerstag, 29. November 12
  45. 45. What if we already had the fb data? 45Donnerstag, 29. November 12
  46. 46. Facebook Login on Crack :) source: http://www.fanpop.com/clubs/animal-humor/images/29016374/title/funny-animals-photo 46Donnerstag, 29. November 12
  47. 47. tripadvisor example 47Donnerstag, 29. November 12
  48. 48. tripadvisor example 48Donnerstag, 29. November 12
  49. 49. tripadvisor example 49Donnerstag, 29. November 12
  50. 50. tripadvisor example 50Donnerstag, 29. November 12
  51. 51. tripadvisor example 51Donnerstag, 29. November 12
  52. 52. tripadvisor example 52Donnerstag, 29. November 12
  53. 53. tripadvisor example 53Donnerstag, 29. November 12
  54. 54. tripadvisor example 54Donnerstag, 29. November 12
  55. 55. tripadvisor example 55Donnerstag, 29. November 12
  56. 56. tripadvisor example 56Donnerstag, 29. November 12
  57. 57. How cool that would be?! 57Donnerstag, 29. November 12
  58. 58. Unfortunately, it is not so easy! •Instant personalization is currently only available for 8 selected facebook partners in the U.S. 58Donnerstag, 29. November 12
  59. 59. Instant Personalization source: http://www.mrcapetown.co.za/brands-marketing/sneakers-3-0-who-is-your-favourite-brand-and-why/ 59Donnerstag, 29. November 12
  60. 60. Instant Personalization: Rotten Tomatoes 60Donnerstag, 29. November 12
  61. 61. Instant Personalization: Scribd 61Donnerstag, 29. November 12
  62. 62. Instant Personalization: Bing 62Donnerstag, 29. November 12
  63. 63. Instant Personalization: Yelp 63Donnerstag, 29. November 12
  64. 64. Facebook Instant Personalization •https://www.facebook.com/instantpersonalization/ 64Donnerstag, 29. November 12
  65. 65. So you still have to get the users to register with your conversion optimization skills. But then you‘re ready to go! 65Donnerstag, 29. November 12
  66. 66. Behind the Facebook Login source: http://www.scenicrefl ections.com/download/208106/THE_OPEN_DOOR_IN_HEAVEN_Wallpaper/ 66Donnerstag, 29. November 12
  67. 67. Access to the users friends (Airbnb) 67Donnerstag, 29. November 12
  68. 68. Access to the users friends (Pinterest) 68Donnerstag, 29. November 12
  69. 69. Access to the users data in the Open Graph 69Donnerstag, 29. November 12
  70. 70. What is the Open Graph? 70Donnerstag, 29. November 12
  71. 71. What is the Open Graph? •Facebook is built on the Social Graph •The social graph are all people, objects and links on facebook •The social graph has been repeatedly extended by Images, places, likes, ... 71Donnerstag, 29. November 12
  72. 72. This is the Social Graph! 72Donnerstag, 29. November 12
  73. 73. What is the Open Graph? •The Open Graph is an extension of the Social Graph 73Donnerstag, 29. November 12
  74. 74. What is the Open Graph? •First, in 2010, the Open Graph Protocol (OGP) was introduced to be able to „like“ third-party websites (OGP meta tags) 74Donnerstag, 29. November 12
  75. 75. Open Graph Protocol •With the OGP tags normal web pages are enriched to objects in the Facebook social graph <html prefix="og: http://ogp.me/ns#"> <head> <title>The Rock (1996)</title> <meta property="og:title" content="The Rock" /> <meta property="og:type" content="video.movie" /> <meta property="og:url" content="http://www.imdb.com/title/tt0117500/" /> <meta property="og:image" content="http://ia.media-imdb.com/images/rock.jpg" /> ... </head> ... </html> 75Donnerstag, 29. November 12
  76. 76. Open Graph Protocol •By the OGP tags in the HTML head facebook can represent a website shared or liked on facebook as desired. 76Donnerstag, 29. November 12
  77. 77. Example: OGP Tags good and bad 77Donnerstag, 29. November 12
  78. 78. OGP Tags good 78Donnerstag, 29. November 12
  79. 79. OGP Tags bad 79Donnerstag, 29. November 12
  80. 80. What is the Open Graph? •Then the Open Graph was extended to Actions and Objects so third-party apps can integreate as deeply as possible with facebook now. 80Donnerstag, 29. November 12
  81. 81. Actions & Objects •Fb apps can now integrate their own vocabulary and behavioral adaptations on facebook •A cooking app can set e.g. the Action "cook" with the object "recipe" •Actions are like verbs and nouns are like objects •So users can now cook recipes on facebook 81Donnerstag, 29. November 12
  82. 82. Actions & Objects 82Donnerstag, 29. November 12
  83. 83. Actions & Objects •Thus, all Social Objects in the social graph are connected to each other through actions. •Exactly this data and connections can be read via the Open Graph by others (if the user agrees) 83Donnerstag, 29. November 12
  84. 84. All Social Objects in the social graph are connected to each other through actions. 84Donnerstag, 29. November 12
  85. 85. Let‘s have a look at this! 85Donnerstag, 29. November 12
  86. 86. The Open Graph Explorer 86Donnerstag, 29. November 12
  87. 87. Access the users data via the Open Graph with the Open Graph Explorer 87Donnerstag, 29. November 12
  88. 88. Example: Open Graph Explorer: https://developers.facebook.com/tools/explorer/ Graph API: https://developers.facebook.com/docs/reference/api/ 88Donnerstag, 29. November 12
  89. 89. Privacy! 89Donnerstag, 29. November 12
  90. 90. Privacy & Dialogs •Nearly any data from the user can be read via the Open Graph API. •BUT ONLY if the user chooses to share this data with the App via the App Authentication dialog. 90Donnerstag, 29. November 12
  91. 91. Privacy & Dialogs •If the user chooses to let his data be accessed via the dialog there is no data privacy or protection issue. 91Donnerstag, 29. November 12
  92. 92. Privacy & Dialogs 92Donnerstag, 29. November 12
  93. 93. Datenschutz & Dialoge: Share Public 93Donnerstag, 29. November 12
  94. 94. Datenschutz & Dialoge: Share Friends 94Donnerstag, 29. November 12
  95. 95. Sharing & Actions from fb Apps 95Donnerstag, 29. November 12
  96. 96. Manual Actions & Passive Actions •Active / manual actions: • Like, Eat, Buy, .... •Passive actions: • Read, Listen, ... 96Donnerstag, 29. November 12
  97. 97. Passive Actions 97Donnerstag, 29. November 12
  98. 98. Active / manual Actions 98Donnerstag, 29. November 12
  99. 99. Passive Actions 99Donnerstag, 29. November 12
  100. 100. Active / manual Actions from foursquare 100Donnerstag, 29. November 12
  101. 101. Sharing •Apps can: •Add to the news feed •Appear when using in Ticker •and appear aggregated in the timeline 101Donnerstag, 29. November 12
  102. 102. source: http://developer.facebook.com 102Donnerstag, 29. November 12
  103. 103. Takeways •The Facebook Login an fast and safe way for the user to log in •Enterprises can give users a customized user Expierence •Social interactions after login can be shared automatically or manually to friends and thus generate traffic again 103Donnerstag, 29. November 12
  104. 104. Thank you! get in touch: • facebook.timonhartung.com • @timondeluxe • linkedin.timonhartung.com • googleplus.timonhartung.com • www.121watt.de 104Donnerstag, 29. November 12

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