Web Page Optimization for Facebook

•

12 likes•1,521 views

In this presentation, I explain how the new Facebook Open Graph Protocol can be used by any business, and how it can be combined with the GoodRelations vocabulary for putting rich store, price, product, or service information directly into your pages. More information: http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

Web Page Optimization for
Facebook and Beyond
Or: How to Combine the Open Graph Protocol with GoodRelations in RDFa

Prof. Dr. Martin Hepp
E-Business and Web Science Research Group
http://www.unibw.de/ebusiness/

Facebook Open Graph Protocol
•  Specification for
additional HTML
markup so that
1
Facebook user’s can 2

recommend your
page and its content I like this
Starbuck's

to their peers.
My Friends (Social Graph)
store!

Peter Mary
Me Paul

06.05.2010 2

How Does It Work?
•  Add a few extra lines to the header of your
Web page source code.

Page Source Code (HTML)

06.05.2010 3

Why Should I Care?
•  The embedded information will be used by
Facebook to know the topic of the page, plus a
few additional facts.
–  “The page describes a café.”
–  Geo positions of locations mentioned on the page.
•  So Facebook users can directly point their
friends to stores, products, movies, etc., instead
of just sharing links.

06.05.2010 4

…when you take the time to touch
your your Web page headers for
Facebook‘s new feature, anyway, ...

06.05.2010 6

…you should also insert 10 – 20
lines of additional mark-up to the
body of the page about ...

06.05.2010 7

Store Info Products & Services Price & Payment

… using GoodRelations in RDFa.

06.05.2010 9

This will have
at least three nice effects:

06.05.2010 10

#1

More powerful Facebook
applications
(because they can extract & recombine this rich information)

06.05.2010 11

More Powerful Facebook Applications

1
Open Graph API
provides social aspect
of recommendations.

Your Friend's Favorite Cafés
Starbucks, closes 10.30 p.m.
Miller's, closes 7.15 p.m.

2
GoodRelations markup provides ﬁne-
grained data about available products, Requirements
services, payment options, opening
Accepts MasterCard ON
hours, etc.
Wiﬁ ON
Has Vegetarian Food ON

06.05.2010 12

#2

Enhanced Rendering in Yahoo
(because Yahoo honors and displays this rich information, if
available)

06.05.2010 13

#3

Enhanced Ranking in Google
(because Google rewards such rich mark-up as good content
with a higher rank in the organic search results)

06.05.2010 15

Dream Team: Open Graph + GoodRelations
Page Source Code (HTML)

Basic info about your page

Header: Facebook Open Graph Markup Detailed info about your
business, e.g.
•  Products & services,
•  Opening hours,
•  Prices,
Body: GoodRelations Markup
•  Payment,
•  Discounts,
and a lot more!
06.05.2010 16

GoodRelations Example: Camera

http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

06.05.2010 17

No.
Simply copy-and-paste the GoodRelations HTML patterns into
your page. The exact position does not matter.

http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

06.05.2010 19

Will it make my page slow?

06.05.2010 20

No.
The additional markup will be just 10 – 20 lines, 1 – 3 KB per
pages. You will not even notice the payload.

http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

06.05.2010 21

No.
GoodRelations is free.
It‘s available under a very liberal Creative Commons license.

http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

06.05.2010 23

So when you update your Web
templates to make them ready for
Facebook’s Open Graph API,…

06.05.2010 24

…make sure you also make them
ready for GoodRelations.

It will pay out. It’s simple.
And BestBuy is already doing it with
remarkable results.

06.05.2010 25

Please Follow-up:

http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

Twitter: mfhepp
Skype: mfhepp

Prof. Dr. Martin Hepp
Chair of General Management and E-Business
Universitaet der Bundeswehr Muenchen
Werner-Heisenberg-Weg 39
D-85579 Neubiberg, Germany
Phone: +49 89 6004-4217
Fax: +49 89 6004-4620
http://www.unibw.de/ebusiness/

http://purl.org/goodrelations/
mhepp@computer.org
27

More than 50% of a developed nation's Gross Domestic Product is used for establishing and maintaining the exchange of goods and services, and a large share of that is consumed for the search for potential suppliers and consumers. A key variable that determines that effort is the specificity of the objects being exchanged, which is generally on the rise: We produce and consume much more specific objects than a decade ago. In this talk, I will outline how Linked Data can be used to weave a giant graph of information about products, offers, stores, and related facts. This will reduce the effort for business matchmaking on a Web scale. Centerpiece of that graph is the GoodRelations ontology, a global schema for exposing such facts as Linked Data on the Web. GoodRelations is the second most popular conceptual schema on the Web of Data and one of the few examples of academic research in the field that has been adopted by several Fortune 500 companies, like BestBuy or Yahoo. More information on GoodRelations is at http://purl.org/goodrelations/

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Web Page Optimization for Facebook

1. Web Page Optimization for Facebook and Beyond Or: How to Combine the Open Graph Protocol with GoodRelations in RDFa Prof. Dr. Martin Hepp E-Business and Web Science Research Group http://www.unibw.de/ebusiness/

2. Facebook Open Graph Protocol •  Specification for additional HTML markup so that 1 Facebook user’s can 2 recommend your page and its content I like this Starbuck's to their peers. My Friends (Social Graph) store! Peter Mary Me Paul 06.05.2010 2

3. How Does It Work? •  Add a few extra lines to the header of your Web page source code. Page Source Code (HTML) 06.05.2010 3

4. Why Should I Care? •  The embedded information will be used by Facebook to know the topic of the page, plus a few additional facts. –  “The page describes a café.” –  Geo positions of locations mentioned on the page. •  So Facebook users can directly point their friends to stores, products, movies, etc., instead of just sharing links. 06.05.2010 4

5. But… 06.05.2010 5

6. …when you take the time to touch your your Web page headers for Facebook‘s new feature, anyway, ... 06.05.2010 6

7. …you should also insert 10 – 20 lines of additional mark-up to the body of the page about ... 06.05.2010 7

8. Store Info Products & Services Price & Payment

9. … using GoodRelations in RDFa. 06.05.2010 9

10. This will have at least three nice effects: 06.05.2010 10

11. #1 More powerful Facebook applications (because they can extract & recombine this rich information) 06.05.2010 11

12. More Powerful Facebook Applications 1 Open Graph API provides social aspect of recommendations. Your Friend's Favorite Cafés Starbucks, closes 10.30 p.m. Miller's, closes 7.15 p.m. 2 GoodRelations markup provides ﬁne- grained data about available products, Requirements services, payment options, opening Accepts MasterCard ON hours, etc. Wiﬁ ON Has Vegetarian Food ON 06.05.2010 12

13. #2 Enhanced Rendering in Yahoo (because Yahoo honors and displays this rich information, if available) 06.05.2010 13

14. Yahoo Example 06.05.2010 14

15. #3 Enhanced Ranking in Google (because Google rewards such rich mark-up as good content with a higher rank in the organic search results) 06.05.2010 15

16. Dream Team: Open Graph + GoodRelations Page Source Code (HTML) Basic info about your page Header: Facebook Open Graph Markup Detailed info about your business, e.g. •  Products & services, •  Opening hours, •  Prices, Body: GoodRelations Markup •  Payment, •  Discounts, and a lot more! 06.05.2010 16

17. GoodRelations Example: Camera http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart 06.05.2010 17

18. Is it difficult? 06.05.2010 18

19. No. Simply copy-and-paste the GoodRelations HTML patterns into your page. The exact position does not matter. http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart 06.05.2010 19

20. Will it make my page slow? 06.05.2010 20

21. No. The additional markup will be just 10 – 20 lines, 1 – 3 KB per pages. You will not even notice the payload. http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart 06.05.2010 21

22. Is it expensive? 06.05.2010 22

23. No. GoodRelations is free. It‘s available under a very liberal Creative Commons license. http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart 06.05.2010 23

24. So when you update your Web templates to make them ready for Facebook’s Open Graph API,… 06.05.2010 24

25. …make sure you also make them ready for GoodRelations. It will pay out. It’s simple. And BestBuy is already doing it with remarkable results. 06.05.2010 25

26. Please Follow-up: http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart Twitter: mfhepp Skype: mfhepp

27. Prof. Dr. Martin Hepp Chair of General Management and E-Business Universitaet der Bundeswehr Muenchen Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Phone: +49 89 6004-4217 Fax: +49 89 6004-4620 http://www.unibw.de/ebusiness/ http://purl.org/goodrelations/ mhepp@computer.org 27

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