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

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

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  • 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. 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. I am not a Conversion Rate Expert 3Donnerstag, 29. November 12
  • 4. I want to show you what you can do with Facebook 4Donnerstag, 29. November 12
  • 5. Identity Login after Login 5Donnerstag, 29. November 12
  • 6. Identity on the Web source: http://youthadvisoryboard.wordpress.com/2012/05/14/social-networking-the-digital-identity/ 6Donnerstag, 29. November 12
  • 7. Offline - Identity 7Donnerstag, 29. November 12
  • 8. Offline - Identity - Who are we? 8Donnerstag, 29. November 12
  • 9. Online - Identity 9Donnerstag, 29. November 12
  • 10. Online - Identity PsyGnamStyle2000 Real name Nickname (Avatar) 10Donnerstag, 29. November 12
  • 11. Online - Identity Nickname 11Donnerstag, 29. November 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. 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. 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. Digital Identity Supremacy 15Donnerstag, 29. November 12
  • 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. 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. Who‘s going to be the winner? 18Donnerstag, 29. November 12
  • 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. Over 1 billion active users on Facebook 20Donnerstag, 29. November 12
  • 21. Facebook the Consumer Identity on the Web 21Donnerstag, 29. November 12
  • 22. facebook the „Consumer Identity“ on the Web Profil Pictures Friends Things you „Like“ 22Donnerstag, 29. November 12
  • 23. facebook the „Consumer Identity“ on the Web 23Donnerstag, 29. November 12
  • 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. fb: Facepile 25Donnerstag, 29. November 12
  • 26. fb: Like box 26Donnerstag, 29. November 12
  • 27. fb: Like button 27Donnerstag, 29. November 12
  • 28. Example Lieferheld.de 28Donnerstag, 29. November 12
  • 29. fb: log in 29Donnerstag, 29. November 12
  • 30. is facebook Log in exciting? 30Donnerstag, 29. November 12
  • 31. facebook Login source: http://www.4thmedia.org/2012/06/06/facebook-targeting-pre-teens/facebook-login/ 31Donnerstag, 29. November 12
  • 32. Live Example: AirBnB www.airbnb.com 32Donnerstag, 29. November 12
  • 33. Facebook Login Step 1 33Donnerstag, 29. November 12
  • 34. Facebook Login Step 2 34Donnerstag, 29. November 12
  • 35. Facebook Login Step 3 35Donnerstag, 29. November 12
  • 36. Facebook Login Step 4 36Donnerstag, 29. November 12
  • 37. Why is the login button so cool for the users? 37Donnerstag, 29. November 12
  • 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. Why the login button is cool for companies? 39Donnerstag, 29. November 12
  • 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. Okay! The users can log on super easy and now? 41Donnerstag, 29. November 12
  • 42. Facebook Login normal! 42Donnerstag, 29. November 12
  • 43. tripadvisor example 43Donnerstag, 29. November 12
  • 44. tripadvisor example 44Donnerstag, 29. November 12
  • 45. What if we already had the fb data? 45Donnerstag, 29. November 12
  • 46. Facebook Login on Crack :) source: http://www.fanpop.com/clubs/animal-humor/images/29016374/title/funny-animals-photo 46Donnerstag, 29. November 12
  • 47. tripadvisor example 47Donnerstag, 29. November 12
  • 48. tripadvisor example 48Donnerstag, 29. November 12
  • 49. tripadvisor example 49Donnerstag, 29. November 12
  • 50. tripadvisor example 50Donnerstag, 29. November 12
  • 51. tripadvisor example 51Donnerstag, 29. November 12
  • 52. tripadvisor example 52Donnerstag, 29. November 12
  • 53. tripadvisor example 53Donnerstag, 29. November 12
  • 54. tripadvisor example 54Donnerstag, 29. November 12
  • 55. tripadvisor example 55Donnerstag, 29. November 12
  • 56. tripadvisor example 56Donnerstag, 29. November 12
  • 57. How cool that would be?! 57Donnerstag, 29. November 12
  • 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. 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. Instant Personalization: Rotten Tomatoes 60Donnerstag, 29. November 12
  • 61. Instant Personalization: Scribd 61Donnerstag, 29. November 12
  • 62. Instant Personalization: Bing 62Donnerstag, 29. November 12
  • 63. Instant Personalization: Yelp 63Donnerstag, 29. November 12
  • 64. Facebook Instant Personalization •https://www.facebook.com/instantpersonalization/ 64Donnerstag, 29. November 12
  • 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. Behind the Facebook Login source: http://www.scenicrefl ections.com/download/208106/THE_OPEN_DOOR_IN_HEAVEN_Wallpaper/ 66Donnerstag, 29. November 12
  • 67. Access to the users friends (Airbnb) 67Donnerstag, 29. November 12
  • 68. Access to the users friends (Pinterest) 68Donnerstag, 29. November 12
  • 69. Access to the users data in the Open Graph 69Donnerstag, 29. November 12
  • 70. What is the Open Graph? 70Donnerstag, 29. November 12
  • 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. This is the Social Graph! 72Donnerstag, 29. November 12
  • 73. What is the Open Graph? •The Open Graph is an extension of the Social Graph 73Donnerstag, 29. November 12
  • 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. 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. 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. Example: OGP Tags good and bad 77Donnerstag, 29. November 12
  • 78. OGP Tags good 78Donnerstag, 29. November 12
  • 79. OGP Tags bad 79Donnerstag, 29. November 12
  • 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. 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. Actions & Objects 82Donnerstag, 29. November 12
  • 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. All Social Objects in the social graph are connected to each other through actions. 84Donnerstag, 29. November 12
  • 85. Let‘s have a look at this! 85Donnerstag, 29. November 12
  • 86. The Open Graph Explorer 86Donnerstag, 29. November 12
  • 87. Access the users data via the Open Graph with the Open Graph Explorer 87Donnerstag, 29. November 12
  • 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. Privacy! 89Donnerstag, 29. November 12
  • 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. 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. Privacy & Dialogs 92Donnerstag, 29. November 12
  • 93. Datenschutz & Dialoge: Share Public 93Donnerstag, 29. November 12
  • 94. Datenschutz & Dialoge: Share Friends 94Donnerstag, 29. November 12
  • 95. Sharing & Actions from fb Apps 95Donnerstag, 29. November 12
  • 96. Manual Actions & Passive Actions •Active / manual actions: • Like, Eat, Buy, .... •Passive actions: • Read, Listen, ... 96Donnerstag, 29. November 12
  • 97. Passive Actions 97Donnerstag, 29. November 12
  • 98. Active / manual Actions 98Donnerstag, 29. November 12
  • 99. Passive Actions 99Donnerstag, 29. November 12
  • 100. Active / manual Actions from foursquare 100Donnerstag, 29. November 12
  • 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. source: http://developer.facebook.com 102Donnerstag, 29. November 12
  • 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. Thank you! get in touch: • facebook.timonhartung.com • @timondeluxe • linkedin.timonhartung.com • googleplus.timonhartung.com • www.121watt.de 104Donnerstag, 29. November 12