08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 1

Knowledge Management in Web 2.0

Communities: FacebookFacebook

Alper Ortac

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 2

Agenda

What is Facebook?

Available data

Accessing data

Creating knowledge

Comparison with competitors

Outlook

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 3

What is Facebook?

Social Network which connects people Create own profile to present yourself Share texts and media with others Add other people as friends Join groups and networks

„Pages“ for institutions, companies and celebrities

Access from mobile devices Marketplace Applications from third-party

contributors

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 4

What is Facebook?

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 5

A brief history of Facebook

Founded 2004 by Mark Zuckerberg for students in Havard Later for all students in USA and

then for all high schools 2006: students in other countries 2008: available in germany

Initial financial help about 340 million dollars 1 month ago russian company

„Digital Sky Technologies“ invested 200 milion dollars

Now more than 850 employees Estimated market value between

2 an 15 billion dollars

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 6

Current Facebook facts

Over 200 million registered users 100 million of them are active every day 30 million new images every day

57 languages, 40+ more are in development

Alexa rank: 4 Fifth of all internet users visit

Facebook every day

25 minutes per day per user 3,5 billion minutes in sum

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 7

Agenda

What is Facebook?

Available data

Accessing data

Creating knowledge

Comparison with competitors

Outlook

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 8

Available data

Personal (or company) data Connections to friends, collegues

and family members (or fans) Groups, Networks, Interests Thumb ups

Structured:

Media: photos, videos (partially) Albums Marking of people

Application output (mostly)

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 9

Available data

Texts of different kinds Messages, Blogs, Chats Comments

Links to external data Integration of other Web 2.0 sites

Flickr, Digg, Last.fm and others

Unstructured:

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 10

Agenda

What is Facebook?

Available data

Accessing data

Creating knowledge

Comparison with competitors

Outlook

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 11

Accessing data

Mobile devices 30 million active users

Facebook Platform Third-party applications

which can be embedded in user profiles

More than 600.000 developers

Facebook Connect Like OpenID, one single

Login for all supporting websites

About 8000 websites

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 12

Agenda

What is Facebook?

Available data

Accessing data

Creating knowledge

Comparison with competitors

Outlook

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 13

Creating knowledge: current uses

Advertisement in Facebook Growth over profit Great database of personal data

For companies: Facebook Ads Create ads for their services Payment with CPC or CPM

(each click or 1000 views) Live statistics for analyzing their

target audience

Facebook Lexicon Analyzes public written words Find points of interest in specific

target groups Associations to other subjects

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 14

Lexicon (1)

Demographics Small choice of

words CSV Export

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 15

Lexicon (2)

Shows demographics on country maps

USA, GB and Canada

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 16

Creating knowledge: usage possibilities

Ethnography Research of social behaviour and language characteristics

Opinions Demographics about countless topics Developing opinion states over time

Face recognition Marked pictures help to recognize specific people

Difficulties because of private concept Facebook itself has huge knowledge base (potentially)

Very few „facts“

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 17

Agenda

What is Facebook?

Available data

Accessing data

Creating knowledge

Comparison with competitors

Outlook

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 18

Comparison with competitors

Hi5, Friendster, Orkut Similar approach, but smaller

MySpace Also big, but focus on

musicians

LinkedIn, Xing Focus on business world

StudiVZ, Wer-kennt-wen German copies

Many others, but there is no „real“ competition

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 19

Agenda

What is Facebook?

Available data

Accessing data

Creating knowledge

Comparison with competitors

Outlook

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 20

Outlook

More growth Facebook will try to expand its target audience

More structured data Important for the growing user database

In the future there will be a big focus on advertisement Current experiments with different ad models

Integration with other websites Use of (web) standards Competition will be hard to find

08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 21

The End

Thanks for your attention!

Questions?