The document discusses Facebook's Open Graph and Graph API, highlighting how they transform internet marketing by allowing users to identify themselves through the 'like' button, which creates personalized online experiences and drives traffic to websites. It emphasizes the benefits for marketers in engaging visitors and for Facebook in becoming a central identity provider and a leading behavioral ad network. Additionally, it warns website owners to be aware of data distribution and the necessity of tracking engagement metrics related to the 'like' functionality.

1. Understanding the Open Graph
and Graph API
NYU – Feb, 24, 2011
By Vidar Brekke
Product Lead, Open Audience Manager
@social_vidar

2. A brief history of internet marketing
Most groundbreaking is Facebook’s Open Graph, through which Internet users
automatically identify themselves wherever Facebook’s Like button appears

3. Facebook is re-indexing the web around people
Every month, more than 10,000 new websites connect their content and visitors to the Open Graph via the Like button

4. Open Graph and Graph API potential
• Helps marketers:
– Get visitors to indentify themselves online
– Create personalized and socialized experiences everywhere
• Helps Facebook:
– Become the primary identity provider across the web
– Replace current core communications channels
– Become the the worlds largest and most powerful behavioral
ad network
– Become the THE search engine

5. Get visitors to identify themselves online
…via the Like button

6. Liking your web page triggers a Viral traffic loop
New traffic
generates
new “Likes”
as the viral
loop
continues
The update is pushed to
hundreds of friends’ Facebook
newsfeeds, generating clicks
Visitors click “Like” which generates a back to your web pages.
Facebook newsfeed message

7. Become the primary identity provider across the web

8. Create personalized and socialized experiences

9. Create personalized and socialized experiences

10. Why Etsy made the specific recommendations:
…they had access to my friend Laurie’s Likes (via me!)

11. Replacing current core communications channels
• It’s all about the FLOW • Additionally. Facebook offers 3rd party
services to bring the Facebook ‘way’ to
Facebook is not just a social their own properties
network, but a communications
company where Facebook
messages, Chat, Status updates
and SMS, are all part of the same
stream-based communications
flow.
ps. Watch out for the Facebook
phone
Facebook enabled
Chat while on
Hotmail.

12. Become the the worlds largest and most powerful
behavioral ad network
• 600MM members have fed
Facebook their biographical
information as well as their
every interest and desire
• It’s all opt-in. Regulators,
please walk away…nothing
controversial here…
Oh dear Facebook, how did you know!

13. Become THE search engine

14. The key to all of this is the Like button
65 Million Users Click Facebook’s Like Buttons Everyday

15. Facebook wants Like buttons everywhere!
… but are websites doing much more than passing off all their
customers to Facebook?
Why should Facebook have better data on customer’s Likes,
preferences and demographics than the website owners, including
the ability to market to their visitors?

16. Before experimenting with Like buttons…
… make sure you have the tools to:
Track how many new Friends you’re
making across your web pages
Collect basic demographic data on
Friends of your pages
Communicate relevant offers to Friends of your
various web pages