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With Facebook Open Graph, wherever you go on the web, you will carry your preferences, behaviours and friends with you. http://stuartfrew.files.wordpress.com/2009/04/image10.png The Open Graph is your “portable user”
The Open Graph will allow totally personalised and integrated digital experiences (fictive example) 1. You’ve liked several bands on Facebook 2. You allow Spotify to access your Open Graph - it displays the latest songs/albums from your favourite bands, tells you their upcoming gigs nearby your location, and you can see which of your friends will attend these gigs. 3. You decide to buy a ticket for one of the gigs. On the gig’s page, a box reminds you which of your friends will attend the event, but also those who like the band and might like to come with you (offering a group ticket discount?)
Recommendations now come from your trusted friends, not strangers Likebutton.me allows you to keep track of what your friends have liked on most popular sites.
Better knowledge of your audience (demographics + location) And how they engage with your site (most popular and relevant bits of content) Drive traffic from Facebook (450M users and growing) This will open up developing more relevant attitude based advertising/content/offers
Facebook’s deeper knowledge of your tastes as much as those of your friends might make it the new most relevant search engine, offering truly personalised search results.
Facebook success isn’t guaranteed… <ul><li>Potential privacy concerns – Users may not be comfortable with logging into other websites through Facebook, and giving access to their Open Graph. </li></ul><ul><li>Hegemonic Facebook - Companies may not like losing control of the registration and login process on their website. Especially those which have already created their own community around a common interest (e.g. Last.fm around music lovers) </li></ul><ul><li>Competitors’ reaction - What about the competition? How will they respond to this move? Google, Twitter, Yahoo… </li></ul>
Resources Facebook developers http://developers.facebook.com/ http://developers.facebook.com/plugins http://developers.facebook.com/docs/opengraph Others Open Graph and the rise of the social web , Stefano Maggi (We are Social) Mashable.com Techcrunch.com CNN.com Guardian.co.uk Likebutton.me