Understanding the potential of the Facebook Open Graph and Graph API
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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.
Understanding the potential of the Facebook Open Graph and Graph API
- 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