Facebook Timeline & Open Graph Platform Briefing 03/2012


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On their annual f8-event in September 2011, Facebook introduced the biggest change to the platform since 
News-Feed in 2006: Timeline & Open Graph

In this briefing we want to give you an overview on these game-changing features, especially focussing on the opportunities they represent for publishers, developers and brands.

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 Facebook Timeline & Open Graph Platform Briefing 03/2012

  1. 1. Facebook Timeline & Open GraphPlatform Briefing - Die Socialisten 03/2012 (Photo: Facebook.com)
  2. 2. Intro:Facebook Open Graph / TimelineOn their annual f8-event in September 2011, Facebookintroduced the biggest change to the platform sinceNews-Feed in 2006:Timeline & Open GraphIn this briefing we want to give you an overview on thesegame-changing features, especially focussing on theopportunities they represent for publishers, developersand brands.Let’s take a look at the new Timeline-profiles first... die.socialisten.at social network development
  3. 3. Cover - Fill this wide,open space with a uniqueimage that represents youbest. Its the first thingpeople see when they visityour timeline. die.socialisten.at social network development
  4. 4. Stories - Share andhighlight your mostmemorable posts,photos and lifeevents on yourtimeline. This iswhere you can tellyour story frombeginning, tomiddle, to now. die.socialisten.at social network development
  5. 5. Timeline-stories arebasically a two-column, chronologicalstream of all youractivitiy on Facebook:Photos, Checkins,Status-Updates, Likes,Friends...Underwhelmed? die.socialisten.at social network development
  6. 6. Watch out! Apps can publishto your Timeline as well!Instead of the good-oldWall-Posting, Timeline-appscan publish and display allsorts of actions! die.socialisten.at social network development
  7. 7. Intro:Facebook Open Graph / TimelineThe basic idea behind Timeline-/Open Graph-Apps:People already are using apps (on Facebook, on the Web, Mobile).People are doing all kinds of things on these apps (listening tosongs, watching movies, publishing what books they read, recordingtheir sports-activities etc.). Let’s call these activities actions.Now, let people continue using their apps the way they are alreadydoing (no need to force them into new “Facebook-Apps” - didn’twork out).Instead: let them publish all actions they want to their Timeline-profile, by connecting your app to the Open Graph! die.socialisten.at social network development
  8. 8. Rewind:Open Graph ProtocolReleased in 2010, Open Graph Protocol allowed publishers toconnect their websites, blogs, apps with the Facebook Social Graph.How? By adding the Like-Button: die.socialisten.at social network development
  9. 9. Open Graph Protocol connected users and objects with one type ofedge - the “like”. The objects (mostly articles, videos...) areincorporated into Facebooks social graph.
  10. 10. Intro:Facebook Open Graph / TimelineWith Timeline / Open Graph, Facebook allows developers to publishany kind of connection between users and objects.Objects can be any piece of content (music, video, article...), butalso more app-specific things - a running-route, a comment on abook, a recipe...Actions can be all kinds of verbs - read, listen to, watch, cook,recommend, collect, run, comment... die.socialisten.at social network development
  11. 11. With Open Graph, users can connect with objects with all sortsof actions! Everything is represented in Facebooks social graph.
  12. 12. Intro:Facebook Open Graph / TimelineNow, will there be buttons, similar to the well-known “Like”-Button, to publish these new actions?Nope! Facebook champions a new concept ofFrictionless Sharing, which means, that actions arepublished to their Timeline-Profiles automatically, when theyperform an action in the original app!The “Like”-Button, however, is here to stay :) die.socialisten.at social network development
  13. 13. Intro:Facebook Open Graph / TimelineTwo important caveats:1. Users have to approve each app, before it is allowed topublish to their timeline! die.socialisten.at social network development
  14. 14. Intro:Facebook Open Graph / TimelineTwo important caveats:2. All actions a developer wantsto use, must be approved byFacebook first!The Approval-Process takes 2-4weeks, although there’s a“fasttrack” for partners.Facebook checks on grammar,user-experience, abuse etc. die.socialisten.at social network development
  15. 15. Intro:Facebook Open Graph / TimelineSo, where are actions displayed, once they are being published?They’re featured on the new Ticker in Realtime.They’re featured in Aggregations on Timeline-Profiles.They’re feature in Timeline-Views of the app.They’re feature in the News-Feed, when deemed more important orwhen several users performed similar actions.All your friends can see published actions, weither they have installedthe app, actions are originating from, or not! die.socialisten.at social network development
  16. 16. Intro:Facebook Open Graph / TimelineNext, we’ll demonstrate all kinds of exposure Open Graph-actionscan get by showing our first Open Graph App, the Last.fmScrobbler. Everytime a user listens to a song, the “Scrobble”-actionis published (think Spotify).It’s approved by Facebook and you can try it out today:http://www.facebook.com/LastfmScrobblerOther Showcase-apps you should try outto get to know Open Graph better include:Spotifyhttp://www.spotify.com (Music)Washington Post Social Readerhttp://apps.facebook.com/wpsocialreader (News)The Guardianhttp://apps.facebook.com/theguardian (News) die.socialisten.at social network development
  17. 17. Actions are displayed on the Ticker inrealtime. On Mouseover, a flyout showsmore detail on the preformed action &object. The ticker is filtered byGraphRank! die.socialisten.at social network development
  18. 18. Important & more frequent actions arehighlighted & clustered in the News-Feed! die.socialisten.at social network development
  19. 19. Frequently used apps andmedia-types (“Music”,“Video”, “News”) arerepresented in boxes onthe top of a users die.socialisten.at social network development
  20. 20. Published actions arealso aggregated furtherdown the profile - f.e.monthly summaries ofactivity die.socialisten.at social network development
  21. 21. Users can add buttons for the appsthe like most on the top of theirprofile - these buttons load the“Timeline-View” of the app... die.socialisten.at social network development
  22. 22. The “Timeline-View” of anapp shows a chronologicalview of all actions theuser ahs performed with it. die.socialisten.at social network development
  23. 23. Why build forFacebook Open Graph / Timeline?Open Graph & Timeline promise deep integration for apps &content with Facebooks Social Graph. Published actions receive agreat amount of exposure on the platform, and therefor can drivemassive traffic to your app or content-site. Open Graph is also key foroffering a personalized experience to users.Early results from US-centric Showcase-apps are very promising:Yahoo! News (+600% Referral-Traffic von Facebook)The Independent (>1mio monthly active users)The Guardian (4mio app installs)Washington Post (3.5mio app installs)Source: Facebook (https://developers.facebook.com/blog/post/603/) die.socialisten.at social network development
  24. 24. The rollout -Facebook Open Graph / TimelineFacebook started the public rollout of Timeline (and also theapproval of Open Graph-apps) in January 2012.At the bottom of https://www.facebook.com/about/timeline, you cancheck out how many of your friends are on Timeline already(for me was about 57% in März 2012). die.socialisten.at social network development
  25. 25. The rollout -Facebook Open Graph / TimelineEventually everybody will (have to) switch to Timeline. If you haven’tbeen asked to switch by Facebook yet, here is an easy guide to turnon Timeline manually:http://techcrunch.com/2011/09/22/how-to-enable-facebook-timeline/Remember: you can start launching Open Graph / Timeline-apps justnow! Users on the old profile just won’t be able to fully experience theapps yet. die.socialisten.at social network development
  26. 26. Timeline f. PagesSwitching to Timeline (opt-in) since March 1st.All Pages are switched on March 31st!Tabs-width is increased from 520px to 810px!Existing tabs will work without change, content is automaticallyaligned center + whitespace.Default Landing Tabs-functionality has been removed! (for now?) die.socialisten.at social network development
  27. 27. The old page-layout allowed up to 6immediately visible tabs for custom apps.Sometimes those were hard to find for users(especially with tall profile-images) die.socialisten.at social software development
  28. 28. Tabs are replaced with large, visible tile-buttons below the cover-photo. Only 3custom-apps are immediatly visible, therest is hidden below the arrow-button. die.socialisten.at social software development
  29. 29. Tabs are now 810px wide. They have a buttonwhich leads to Timeline, and a select-boxto open other Tabs. Also, users can like/unlike. Fangates work as before! die.socialisten.at social software development
  30. 30. die.socialisten.atsocial network development
  31. 31. die.socialisten.at michael.kamleitner@socialisten.at http://facebook.com/diesocialisten http://twitter.com/diesocialisten http://die.socialisten.at/