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Open Graph - How to connect all the things - AllFacebook DevCon Berlin 2012
1. Open Graph - How to connect all the things.
thanks for the ad(d).
Open Graph - How to connect all the things
AllFacebook DevCon, Berlin 11/2012
Michael Kamleitner, Die Socialisten http://die.socialisten.at
Michael Kamleitner, Die Socialisten
2. About: Die Socialisten
"Die Socialisten" is a Vienna-based social-software agency
focussing on the design & implementation of apps and
marketing-solutions on social web platforms like
Facebook.
To date, we have successfully built more than onehundred
brand-pages, applications and integrations of external
websites.
Our clients include Red Bull, Axel Springer/Bild.de,
Bertelsmann, FTD, Krone Multimedia, ATV and Hitradio Ă3.
"Die Socialisten" are Austria's ďŹrst agency listed in the
ofďŹcial "Facebook Preferred Marketing Developer"-program.
http://die.socialisten.at |Â http://facebook.com/diesocialisten
die.socialisten.at
social network development
3. Timeline & Open Graph:
1 Year later: Apps, Actions & Analytics
die.socialisten.at
social network development
Photo: Chip.de
4. Timeline & Open Graph:
Opportunities
- Social Graph Integration: Open Graph Protocol (OGP) was just the beginning!
- Social Graph Customization: Objects, Actions, Aggregations
- User Growth & Distribution: Newsfeed, Ticker, Timeline
- Personalization: Facepile & other Social Plugins
- Cross-Platform: Web, Mobile (Native/Web), Devices ...
More: https://developers.facebook.com/docs/technical-guides/opengraph/
http://die.socialisten.at
Social Software Development
8. Bye bye, FB.ui({method:âfeedâ,...})
Good olâ Wall-Posting is losing relevance:
- Feed-dialogue is bugging users!
- Feed-dialogue will mostly get cancelled anyway!
- Feed-publish in the background (/me/feed) is sleazy.
- Stories published via Feed-dialogue look always the same
(title, description, image, user message)
- Distribution of Wall-Postings on Newsfeed is decreasing, and fast!
http://die.socialisten.at
Social Software Development
9. Comparison: Distribution
Feed-dialogue vs. Open Graph Action
Distribution Feed-dialogue:
March â12: 130x
July â12: 68x
Oct. â12: 31x
http://die.socialisten.at
Insights taken from same app, Feed-stories havenât been changed content-wise! Social Software Development
10. Comparison: Distribution
Feed-dialogue vs. Open Graph Action
Distribution Feed-dialogue:
Oct. â12: 31x
Distribution of Open Graph-action:
Oct. â12: 126x
Distribution will vary according to content and type of action!
Examined action was optimized content-wise!
http://die.socialisten.at
Social Software Development
11. Rule #1:
Each story that is currently published via Feed-dialogue or /me/feed,
could potentially reach a greater audience when implemented as
Open Graph-action!
http://die.socialisten.at
Social Software Development
13. Guideline:
Passive Sharing / Content Consumption
Passive Sharing = Open Graph-actions which are published
automatically without any explicit user-interaction.
Mostly used for actions in the area of Content Consumption -
i.e. users consuming articles, videos, music...
Mostly implemented as Built-in Action (âreadâ, âlistenâ, âwatchâ)
Examples: Washington Post- & other Social Readers, Spotify ...
Usersâ Perception & Acceptance of Passive Sharing was quite
challenging to begin with, even when Open Graph started.
http://die.socialisten.at
Social Software Development
14. Guideline:
Passive Sharing / Content Consumption
The dark side of Passive Sharing:
Some apps have been abusing Passive Sharing for actions which
had nothing to do with Content Consumption. They also failed to
clearly communicate the automatic nature of Passive Sharing to
their users.
Starting February 2013:
Passive Sharing for Custom Actions will be forbidden!
Authenticated Referrals will be removed â the âViral Loopâ of
Passive Sharing will therefor be clearly diminished!
But: Custom Actions actively shared are here to stay!
http://die.socialisten.at
Social Software Development
15. Guideline:
Passive Sharing / Content Consumption
Since Summer 2012:
Reach & visiblity of Built-in Actions in Newsfeed (âTrending
Articlesâ, âTrending Videosâ) have clearly been reduced by
Facebook!
Built-in Actions âWatchâ & âReadâ show up in
Ticker very, very rarely (or not at all - to-be-conďŹrmed)!
http://die.socialisten.at
Social Software Development
19. Example: âReadâ-Action
Period: June-July 2012
MAU: 125.000
Actions: 166.000x âReadâ published
Impressions: 24.7mio (149x)
CTR: 0.87%
Distribution:
No Insights-data available!
http://die.socialisten.at
Social Software Development
20. Example: âReadâ-Action
Period: September-October 2012
MAU: 100.000
Actions: 81.000x âReadâ published
Impressions: 1.2mio (15x)
CTR: 0.85%
Distribution:
Insights-data f. Ticker might be ďŹawed!
http://die.socialisten.at
Social Software Development
21. Example: âWatchâ-Action
Period: March-April 2012
MAU: Max 11k
Actions: 12.000 âWatchâ published
Impressions: 3.3mio (268x)
CTR: 1.4%
Distribution:
No Insights-data available!
http://die.socialisten.at
Social Software Development
22. Example: âWatchâ-Action
Period: September-October 2012
MAU: Max 11k
Actions: 382 âWatchâ published
Impressions: 9.200 (24x)
CTR: 0.75%
Distribution:
Insights-data f. Ticker might be ďŹawed!
http://die.socialisten.at
Social Software Development
23. Rule #2:
Passive Sharing with Built-in Actions (!) is still OK for
content-heavy apps & sites.
But: please say goodbye to uber-optimistic expectations in regard
to distribution. Also, be extra-fair to your users when publishing
passively...
http://die.socialisten.at
Social Software Development
24. Clear indication with popup/overlay
http://apps.facebook.com/meinklub when action is published, easy Undo!
http://die.socialisten.at
Social Software Development
25. Clear indication with popup/overlay
http://apps.facebook.com/meinklub when action is published, easy Undo!
http://die.socialisten.at
Social Software Development
26. Easily accessible option for permanent
http://apps.facebook.com/meinklub opt-out, historical action-log with undo.
http://die.socialisten.at
Social Software Development
28. Guideline:
Open Graph Custom Actions
Recommendation: Design 4-5 Custom Actions per app, ideally:
- Custom Actions modelled after existing user-interactions in app
- Actions having a low entry-barriere for user (â1-click actionâ)
- Actions with big volume (many actions = more impressions)
- Actions designed with nice OG-Tags (title, desc, image, video...)
- Actions with rich metadata & connections to other objects
- Actions crosslinked with Action-Links
http://die.socialisten.at
Social Software Development
31. Example: Custom Action âScrobbleâ
http://apps.facebook.com/lastfm-og-scrobbler/
Period: March-November 2012
MAU: Max 85k
Actions: 150mio âScrobbleâ published
Impressions: 1.7 billion (12x)
CTR: 0.27%
Distribution:
http://die.socialisten.at
Ticker (56%), Newsfeed (26%), Timeline Development
Social Software (18%)
32. Guideline:
Open Graph Custom Actions
Recommendation: Actions with âExplicit Sharingâ:
Useful for Actions that represent a clear âuser-intentâ!
http://developers.facebook.com/docs/technical-guides/opengraph/explicit-sharing/
Actions published with âExplicit Sharingâ are currently always
displayed on publishers Timeline-proďŹle.
Actions published with âExplicit Sharingâ offer
better distribution on Newsfeed of publishers friends.
http://die.socialisten.at
Social Software Development
33. Guideline:
Open Graph Custom Actions
Not allowed for âExplicit Sharingâ:
- Built-in Actions, Passive Sharing
- Actions with low entry-barriere: âLikeâ, âFavoriteâ ...
- Actions with high volume and low information:
âFollowâ, âFriendâ ...
- Actions occuring during gameplay:
âPlayingâ, âBuildingâ, âAchievedâ ...
http://die.socialisten.at
Social Software Development
34. Guideline:
Open Graph Custom Actions
Very suitable for âExplicit Sharingâ:
- Content generated by the user: photos, videos ...
- Text manually entered by the user: comments, postings ...
- Actions with geo-location: checkins ...
http://die.socialisten.at
Social Software Development
36. Guideline:
Open Graph Custom Actions
How-to: âExplicit Sharingâ
- Activate migration-setting (Default for new apps):
http://die.socialisten.at
Social Software Development
37. Guideline:
Open Graph Custom Actions
How-to: âExplicit Sharingâ
- Activate migration-setting (Default for new apps):
- When publishing: fb:explicit_sharing = true
http://die.socialisten.at
Social Software Development
38. Guideline:
Open Graph Custom Actions
How-to: âExplicit Sharingâ
- Activate migration-setting (Default for new apps):
- When publishing: fb:explicit_sharing = true
- âExplicit Sharingâ has to be approved for each action!
http://die.socialisten.at
Social Software Development
39. Explicit: Custom Action
âLoveâ with Explicit Sharing
http://apps.facebook.com/lastfm-og-scrobbler/
Period: October-November 2012
MAU: Max 85k
Actions: 7.500 âLoveâ published
Impressions: 380.000 (51x)
CTR: 0.70%
Distribution:
http://die.socialisten.at
Timeline (71%), Newsfeed (17%), Ticker Development
Social Software (11%)
40. Guideline:
Open Graph Custom Actions
Recommendation: Actions with âUser Messageâ:
Publish actions with additional text-messages
manually entered by the publishing user.
https://developers.facebook.com/docs/opengraph/actions/
Actions published with âUser Messageâ are currently
always displayed on publishers Timeline-proďŹle.
Therefor: no sense in publishing Actions with both
âUser Messageâ and âExplicit Sharingâ.
http://die.socialisten.at
Social Software Development
42. Guideline:
Open Graph Custom Actions
Recommendation: Actions with âUser Messageâ:
âUser Messageâ has to be approved for each action!
http://die.socialisten.at
Social Software Development
43. Example: Custom Action
âCommentâ with User Message
http://apps.facebook.com/lastfm-og-scrobbler/
Period: October-November 2012
MAU: Max 85k
Actions: 361 âLoveâ published
Impressions: 15.800 (44x)
CTR: 1.3%
Distribution:
http://die.socialisten.at
Newsfeed (41%), Timeline (41%), Ticker Development
Social Software (18%)
44. Rule #3:
Design your app with 4-5 Custom Actions. For better distribution, enable
âExplicit Sharingâ or âUser Messagesâ for 2-3 suitable Actions!
Good Custom Actions have high volume &
low entry-barriere for the user!
http://die.socialisten.at
Social Software Development
47. Guideline:
Optimize Custom Actions
Actions published with âRich Contentâ (f.e. user-generated content),
show better distribution in Newsfeed, Ticker and Timeline!
Images / Photos
http://instagram.com
http://die.socialisten.at
Social Software Development
48. Guideline:
Optimize Custom Actions
Rich Content: Photos, videos or Flash-content, geo-location.
CTR increasing, since resulting stories are more interesting to friends!
Geo-location
http://www.stadtkinder.com
http://die.socialisten.at
Social Software Development
49. Guideline:
Optimize Custom Actions
Rich Content: Photos, videos or Flash-content, geo-location.
CTR increasing, since resulting stories are more interesting to friends!
Videos /
Flash-content
http://apps.facebook.com/
lastfm-og-scrobbler
<meta property="og:video:type" content="application/x-shockwave-flash"/>
<meta property="og:video" content="https://www.youtube.com/v/..."/>
<meta property="og:video:width" content="398"/> http://die.socialisten.at
<meta property="og:video:height" content="239"/> Social Software Development
50. Rule #4:
Distribution & CTR can be improved by adding âRich Contentâ to actions:
Videos, Flash-content, images & geo-location.
http://die.socialisten.at
Social Software Development
52. Guideline:
Optimize Custom Actions
Crosslink two Open Graph-Actions with âAction Linksâ!
Enables 1-Click-responses & increases volume of published actions.
Cross-linked Actions
âLoveâ <> âScrobbleâ
Cross-linked Objects
âArtistâ <> âUserâ
http://die.socialisten.at
Social Software Development
53. Rule #5:
Distribution & CTR can be improved by connecting
Open Graph-Objects, Actions-Links & adding Rich Metadata.
http://die.socialisten.at
Social Software Development
55. Guideline:
Facepile & other Social Plugins
Social Plugins promise fast & easy Personalization.
Facepile - Friends who are connected to a particular object by a
particular action (f.e. friends that read a certain article)
Activity Feed - Highlight recent actions & popular
content of your friends
Killer-feature: Works without App-Auth!
http://die.socialisten.at
Social Software Development
56. Guideline:
Facepile & other Social Plugins
Unfortunately, Social Plugins are not always the best solution:
- Hardly any styling possible
- Hardly any options to customize content displayed
(f.e. displaying ony most recent actions of friends ...)
- Bugs!
(problems with internationalization, missing actions etc.)
http://die.socialisten.at
Social Software Development
57. Guideline:
Facepile & other Social Plugins
Original Facepile: 2 Friends
Custom Facepile: http://die.socialisten.at
6 Friends! Social Software Development
58. Guideline:
Facepile & other Social Plugins
Recommendation: Log all published actions to your app/database.
Develop your own, custom widgets to replace Facepile, Recent
Activity - get creative, but warrant privacy settings!
mysql> select id,created,user_id,action,action_id,substring(action_url,1,30) from actions limit 10;
+----+---------------------+-----------------+-------------------+-------------------+-------------
| id | created | user_id | action | action_id | action_url |
+----+---------------------+-----------------+-------------------+-------------------+-------------
| 5 | 2012-05-08 18:02:22 | 100001903705011 | news.reads | 327098717363582 | ... |
| 9 | 2012-05-09 16:32:49 | 609190863 | meinklubdev:react | 10150966819840864 | ... |
| 10 | 2012-05-09 18:02:09 | 609190863 | news.reads | 10150967610995864 | ... |
| 11 | 2012-05-09 18:07:10 | 609190863 | meinklubdev:react | 10150967623110864 | ... |
...
Bonus = enables Undo for historical Actions!
Major Downside: works only after App-Auth!
http://die.socialisten.at
Social Software Development
59. Guideline:
Facepile & other Social Plugins
Example: Custom Facepile
http://die.socialisten.at
Social Software Development
60. Rule #6:
Donât rely on Standard Social Plugins! Be more ďŹexible and awesome by
developing your own, custom Widgets!
http://die.socialisten.at
Social Software Development
61. Rule #0:
Stay up-to-date! Subscribe & read the Docs & Facebook Dev-Blog!
Try out new features, keep optimizing your Actions &
watching your App-Insights!
http://die.socialisten.at
Social Software Development
64. âFacebook Programming -
Developing Social Apps & Websitesâ
Michael Kamleitner, Galileo Computing 2012
http://book.socialisten.at
die.socialisten.at
social network development