Understanding the Open Graph and Graph API

NYU – Feb, 24, 2011

By Vidar Brekke Product Lead, Open Audience Manager

@social_vidar

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

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

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

Get visitors to identify themselves online

…via the Like button

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 back to your web pages. Visitors click “Like” which generates a

Facebook newsfeed message

Become the primary identity provider across the web

Create personalized and socialized experiences

Create personalized and socialized experiences

Why Etsy made the specific recommendations:

…they had access to my friend Laurie’s Likes (via me!)

Replacing current core communications channels

•  It’s all about the FLOW

Facebook is not just a social 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

•  Additionally. Facebook offers 3rd party services to bring the Facebook ‘way’ to their own properties

Facebook enabled Chat while on

Hotmail.

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!

Become THE search engine

The key to all of this is the Like button

65 Million Users Click Facebook’s Like Buttons Everyday

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?

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