Hope you this!Facebook Social Plugins and OpenGraph API

A Little Background •  We  have  apps!  

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A Little Background •  We  do  plug-­‐ins  

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A Little Background •  Been  using  the  FB  Pla6orm  extensively  for  over  2  yrs  •  Personalize  user  generated  content  on  the  Web  

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Using the FB Platform •  SocialPlugins  •  AuthenBcaBon  •  Open  Graph  API  

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Social Plugins •  Easily  deployable  widgets  that  bring  FB  into  your  site  –  Like  BuJon  –  Send  BuJon  –  Comments  – AcBvity  Feed  –  RecommendaBons  –  Like  Box  –  Facepile  –  Live  Stream  

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The Like Button •  65  million  Likes  occur  daily!  •  Two  ways  to  implement  

–  Simple  iFrame  –  JS  Based  

•  Always  use  the  JS  based  version  •  Always  use  an  App  ID  •  Always  implement  OG  tags!  

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What can you do with a ? A  website  does  get:  •  The  ability  to  post  messages  to  the  news  feed  of  users  who  Like  an  item  (via  web-­‐interface  and  API)  

i.e. can think of a Like as a mini RSS-subscribe button

A  website  does  get:  •  Access  to  analyBcs  informaBon  regarding  Likes  of  an  item  (via  a  web-­‐interface  and  API)  

What can you do with a ?

The  Insights  API  allows  you  to  specify  a  date  range,  and  request  a  number  of  aggregate  metrics  including:    •  Likes  /  Unlikes  •  Likes  with  a  Comment  •  Re-­‐sharing  of  Likes  by  Friends  •  Top  CiBes,  Top  Countries  of  visitors  who  Like  •  Gender,  Age  breakdown  of  visitors  who  Like    

What can you do with a ?

Note:    Some  items  that  can  be  Liked  (e.g.  Ar,cles,  Videos)  are  classified  as  Transient  Content  by  Facebook        Transient  Content:  •  Does  not  show  up  in  lists  of  users’  Likes  in  the  API  •  Does  not  show  up  in  the  users’  profile  •  Does  not  allow  the  owner  to  post  anything  to  the  users  who  liked  the  item  

<meta property="og:type" content=”article" />

What can you do with a ?

Access to information

How  can  we  get  detailed  visitor  Facebook  informaBon?  Ask:                

                     

FB Authentication •  Great/FricBonless  way  to  get  users  to  sign  in  •  Two  opBons:  

–  FB  Login  –  FB  RegistraBon  

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Access to information You  have  to  be  explicit  with  the  extended  permissions  you  request  from  a  user:      

•  About Me •  Activities •  Birthday •  Checkins •  Education •  Email Address •  Events •  Groups •  Hometown •  Interests •  LikesAccess to

information

•  Location •  Messages •  Notes •  Online Status •  Photos •  Photo Tags •  Relationships •  Relationship Status •  Last Status •  Videos

The more you ask for, the more likely they are to bounce

OK… so we’re Authenticated? •  Now  what?  •  Can  use  the  JS  SDK  to  detect  login  •  Use  the  JS  SDK  to  discover  some  interesBng  things  

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Meanwhile, back on the server… •  Using  the  various  SDKs  we  can  make  similar  calls  

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Some statistical analysis… In  Oct  2010  we  created  a  Content  TargeBng  app  and  asked  employees  to  give  the  app  full  data  access.            •  75  Employees  granted  access  •  Employees  +  Friends  =  ~24,000  profiles  to  analyze  

(that  was  an  average  of  320  friends  /  employee)  

•  ~1  million  Likes,  spread  across  290,000  different  items  

How many things do people ?

The  average  number  of  likes  is  35,  but  the  median  is  11  

» ¼ of visitors don’t have any Facebok Likes

» ½ of visitors have 10 or less

» only ¼ of visitors have more than 35

Individually, this is not a lot of information yet, but it’s growing.

What do people ?

What do people ?

–  2  ArBsts,  Albums,  or  Songs  –  2  Movies,  TV  Shows  or  Actors  

–  1  Local  Business  –  1  Website  –  1  Public  Figure  

–  1  Product  –  1  Restaurant  –  1  Team  or  Athlete  –  1  Book  –  1  School  

 

At the median, we would expect a visitor to like:

In reality the likes are not uniformly distributed across the categories. Some users like mostly music, others are more varied.

From people with 11 likes, here is one at random: Mr A

What do people ?

Cafe  Java  (AusBn)   Restaurants  

Carnival  Cruise  Lines   Airlines_ships_train  

Duvel   Food_beverage  

Full-­‐on  Psytrance   Musicians  

Italo  Disco   Musical  genre  

Jokes   Interest  

Michael  Bolton   Musicians  

Psyradio   Websites  

Texas  Hold'em  Poker   Games  

The  Fantasy  Poker  League   Local_business  

Trading   Interest  

From people with 11 likes, here is one at random: Mrs B

What do people ?

91%  of  people  don't  know  the  6  secrets  Disney  is  hiding  from  people   Movie  

CNET   CommunicaBons  

CRUNCH   Health_beauty  

Friday  Night  Lights   Television  

Hulu   Local_business  

I  Heart  Photography   Local_professional_services  

JRS  and  THE  EFFIN'  BAND   Musicians  

Kohl's   Retail  

The  LXD   Products_other  

The  Office   Television  

The  Office   Television  

The End