Facebook Open Graph

How One Little ButtonWill Change the Web

Jay Feitlinger

@jayfeitlinger

May 5, 2010

Topics Being Covered

• Web 3.0 – The Semantic Web

• Facebook Recent Changes

• Why This Matters

• Privacy Concerns

• Let’s Dig Deeper

• Next Steps / Suggestions

• Q & A

Web 3.0

• Web 1.0 (1990’s) – 5 million users– Pushed Web

• Web 2.0 (2000)– 100 million users– Two way web

• Web 3.0 (2010)– 1.8 billion users*– Personalized Web

*Source - http://www.internetworldstats.com/stats.htm

Web 3.0 – Semantic Web

Explained Another Way…

Facebook Changes

Open Graph

Facebook plans to connect disparate corners of the Web.

"If we can take these separate maps of the graph and pull them all together, then we can create a Web that's smarter, more social, more personalized, and more semantically aware."

Reviews & Ratings

Like Button

“Introducing the Like button. Starting today people will be able to connect with your Page by clicking “Like” rather than “Become a Fan.”

“We hope this action will feel much more lightweight, and that it will increase the number of connections made across the site.”

eCommerce

Social Plugins

developers.facebook.com/plugins

Like ButtonThe Like button lets users share pages from your site back to their Facebook profile with one click.

Activity FeedThe Activity Feed plugin shows users what their friends are doing on your site through likes and comments.

RecommendationsThe Recommendations plugin gives users personalized suggestions for pages on your site they might like.

Like BoxThe Like box enables users to like your Facebook Page and view its stream directly from your website.

Login with FacesThe Login with Faces plugin shows profile pictures of the user's friends who have already signed up for your site in addition to a login button.

FacepileThe Facepile plugin shows profile pictures of the user's friends who have already signed up for your site.

CommentsThe Comments plugin lets users comment on any piece of content on your site.

Live StreamThe Live Stream plugin lets your users share activity and comments in real-time as they interact during a live event.

Profile Updates

Imagine The Potential

• Amazon can recommend films for you to buy based on what you’ve been looking up on IMDB

• Pandora in turn can play music you’ll like based on your friends’ Amazon purchases.

• Suddenly the web is connected in a far more cohesive way than has ever been possible before.

• Some of it will be used to promote products to you but there will be a lot of opportunity for developers to create amazing, new, social services that feed deep into your social graph.

So What?

Why ThisMatters?

Why Is This Important

• 400+ million users

• Facebook is building the semantic web.

• Open Graph growth is already huge with 50,000+ sites have implemented it and Facebook is seeing over 1 billion “Likes” per day.

Improved Ad Relevance

• Increase in recall jumped to 16% when ads included mentions of friends who were brand fans, and 30% when the ads coincided with a similar mention in users' news feeds.

www.sitewire.net/blog/2010/04/23/facebook-like-button-advertisers-love/

Privacy Concerns

Privacy Concerns

http://gigaom.com/2010/04/22/your-moms-guide-to-those-facebook-changes-and-how-to-block-them/

LikeButton.me

Let’s Dig Deeper

Content Is Still King

• Ask fans questions – Ask for Feedback• Share interesting advice, tips, video, etc.

• Create an App, Game or Quiz.

News Feed Optimization

• Affinity score - If you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user.

• Weight given to each type of Edge. For example, a comment probably has more importance than a ‘Like’.

• Time Decay - The older an Edge is, the less important it becomes.

News Feed Optimization

This is

an

Object

This is an Edge

Social Objects are…

Your Next Steps

Like Button

developers.facebook.com/docs/reference/plugins/like

Some Other Links

• Facebook Privacy - www.allfacebook.com/2009/02/facebook-privacy/

• Facebook Developers Resources – developers.facebook.com/docs/

• Facebook Platform Showcase - developers.facebook.com/showcase/

• Social Plugins - developers.facebook.com/plugins

What to do next

• Educate your clients on these changes and address their privacy concerns

• Add the proper Open Graph Protocol meta tags in their site, and, by doing so, they will now appear in Facebook’s search results as well.

• Make sure to stay on top of this evolution on sites such as allFacebook.com

• Leverage EdgeRank formula– If you want your posts to show up in News Feed, make

sure people will actually want to interact with them.

Thank You!Jay Feitlinger

@jayfeitlingerlinkedin.com/in/jayfeitlinger

I Hope You Did This