This is a formal Slideshare Requiem to the early version of the OGP

1. A Slideshare Requiem to OGP Ver 1.0
Rajeev Bala,
Lead Solution Architect
Ecselis. October 2012
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2. Milestones: 2010 - 2012
First version of Open Graph Protocol, launched F8 April
2010, enabled website owners to convert their web
pages to Facebook equivalent pages.
This feature remained unknown, and under appreciated,
but excited us at Ecselis enough to build proof of
concepts and proposals around it. Version deprecated in
July 2012
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3. Possibilities of OGP V1.
Enabled conversion of webpages into Facebook
equivalent pages, simply by pasting Open Graph
Metadata and the Like Button.
A bookseller having 1 million pages, 1 for each book,
could now have 1 million Facebook pages, with ability to
remarket uniquely to followers of each of these 1
million pages.
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4. Lots of OG Meta Tags
• Real world objects
• Restaurants
• Books
• Movies
• Any product with a barcode/UPC
Made it possible for mass adoption of features.
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5. The promise
Potential for huge increase
in newsfeed relevance and
overall communication
experience for brands.
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6. The FB Like problem
A like on a Facebook Page is very little information.
There is zero contextual information accompanying the
Like.
Engaging with an undifferentiated mass of likers is a
return to the old ways of “spray and pray”.
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7. Owned to Earned media
A like on a Facebook page is typically driven ads on
Facebook that cost money. Paid Media was needed to
drive Earned Media.
With OGP however, followers could be generated from
outside of Facebook, on pages that were owned by
Brands. Owned Media could thus be converted into
Earned Media.
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8. Unsung and Unappreciated
Very few marketers understood and implemented the
features of OGP V1. It remains unknown and obscure.
Only evidence of productization is from Social CRM firm
Vitrue. Vitrue is sold to Oracle in May 2011 for 300 Million
USD.
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9. Deprecation: July 2012
Facebook quietly retired the features of
OGP 1.0 in July 2012. While the Like
button would still create a Social action,
Page Admins lost the ability to remarket
to these followers.
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10. Postscript: Aug 2012
Shortly after the retiring of OGP V1, Facebook
announced the ability of Page Post Targeting, which
would allow brands to be more granular and intelligent
in their newsfeed marketing management.
Were the 2 announcements linked? Did FB see the
earlier feature as a threat to its ad-revenue machine ?
Or is there is a more straightforward explanation ?
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11. Share your theories, conjectures and crackpot theories at www.ecselis.com/blog
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