Facebook Open Graph & Twitter CardsA Look Back and Forth SMX East 2014

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Jonathan Edward Goodman

● President of Halyard Consulting, an Internet marketing and public relations firm, located in New Jersey. The company was established in 2007 to provide entrepreneurs and small businesses with services allowing them to leverage online tactics often used by Fortune 500 companies.

● The author of the book series and podcast host of The World of Internet Marketing.

● Host of the YouTube Channel All Your Living Needs making predictions on EPL & MLS soccer matches.

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Social Sharing Using Open Graph

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Like Button

https://developers.facebook.com/docs/plugins/like-button

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Embedded Posts

https://developers.facebook.com/docs/plugins/embedded-posts

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Embedded Post Case Study:All Your Living Needs

● Goal: Increase Brand Awareness● Spend: $100● Ad Cycle: July 20th to Sept 3rd● Demographic:

● 18 - 24 Men● Interest: Major League Soccer

● Result:● Clicks = 995

● Clicks are the total number of clicks on your ad.

● Actions = 673● Actions include Page likes, app installs, conversions,

etc.

● Click Through Rate = 8.265%● Avg. Cost Per Thousand = $8.63● Avg. Cost Per Click = $0.10

Send Button

https://developers.facebook.com/docs/plugins/send-button

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Activity Feed

https://developers.facebook.com/docs/plugins/activity

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Like Box

https://developers.facebook.com/docs/plugins/like-box-for-pages

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Share Button

https://developers.facebook.com/docs/plugins/share-button

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Comments

https://developers.facebook.com/docs/plugins/comments

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Follow Button

https://developers.facebook.com/docs/plugins/follow-button

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Recommendation Feed

https://developers.facebook.com/docs/plugins/recommendations

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Facepile

https://developers.facebook.com/docs/plugins/facepile

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Facebook Login

The Most Important of All Facebook Plugins● Users Decide which apps Share with their friends.● Login to favorite apps with no additional username or

password.● Login accesses personal Facebook information

providing a more social and personalized experience.

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Preparing Your Site for Open Graph

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Basic Open Graph Tags

https://developers.facebook.com/docs/plugins/checklist

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Additional Open Graph TagsYour Internet Marketing Department

Facebook Debugger

https://developers.facebook.com/tools/debug

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Building Open Graph Apps

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Graph API ExplorerYour Internet Marketing Department

The Search WarDid Facebook Already Win?

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Open Graph vs Knowledge Graph

Is this

actually better than this

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Let’s Compare

Google SearchAbout- Actor- Born Date, Cambridge, United Kingdom

- Height: 5' 7" (1.70 m)

- Spouse

- Sheila Sim (m. 1945)

Siblings

- David Attenborough

- John Attenborough

- Irene Bejach

- Helga Bejach

Awards: Academy Award for Best Picture,

Movies

Facebook SearchAbout Richard Attenborough- Actor- Film Director- Film Producer- Parents - Frederick (Teacher)- Children - Michael- Born in Cambridge, United Kingdom- Nationality England

Richard Attenborough in Movies- Acted In- Directed

Related Pages

Related Groups

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One to OneConversations

Open Graph SearchPeople named "evan" who live in New York, New

York and work at The New York Times

Knowledge Graph SearchEvan Sandhaus

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Social Sharing Using Twitter Cards

Summary Card<meta property="twitter:card" content="summary" />

Summary Card with Large Image

<meta name="twitter:card" content="summary_large_image">

Photo Card<meta property="twitter:card" content="photo" />

Gallery Card

<meta name="twitter:card" content="gallery" />

<meta name="twitter:image0" content="http://www.example.com/image1.jpg"><meta name="twitter:image1" content="http://www.example.com/image2.jpg"><meta name="twitter:image2" content="http://www.example.com/image3.jpg"><meta name="twitter:image3" content="http://www.example.com/image4.jpg">

App Card

<meta name="twitter:card" content="app">

<meta name="twitter:app:country" content="US"><meta name="twitter:app:name:iphone" content="Example App"><meta name="twitter:app:id:iphone" content="306934135"><meta name="twitter:app:url:iphone" content="example://action/5149e249222f9e600a7540ef"><meta name="twitter:app:name:ipad" content="Example App"><meta name="twitter:app:id:ipad" content="306934135"><meta name="twitter:app:url:ipad" content="example://action/5149e249222f9e600a7540ef"><meta name="twitter:app:name:googleplay" content="Example App"><meta name="twitter:app:id:googleplay" content="com.example.app"><meta name="twitter:app:url:googleplay" content="http://example.com/action/5149e249222f9e600a7540ef">

Player Card

<meta name="twitter:card" content="player">

<meta name="twitter:player" content="HTTPS URL"><meta name="twitter:player:width" content="Width of IFRAME"><meta name="twitter:player:height" content="Height of IFRAME"><meta name="twitter:image" content="If platform doesn’t support iframes"><meta name="twitter:player:stream" content="URL to raw stream"><meta name="twitter:player:stream:content_type" content="The MIME type/subtype describing the content">

Product Card

<meta name="twitter:card" content="product">

<meta name="twitter:data1" content="Label Value = Price, Stock, Sizes, etc"><meta name="twitter:label1" content="Data Type = Price, Stock, Sizes, etc">

Preparing Your Site forTwitter Cards

Card Tags

● If you're already using Open Graph you don’t need to duplicating your tags for Twitter Card.● However there are some minor enhancements you get by adding Twitter Cards data.● Only one card per-page is currently supported.

<meta name="twitter:card" content="summary">// content type choices = summary, photo, gallery, product, app, player

<meta name="twitter:site" content="@AllURLivingNeed">// @username for the website used in the card footer.

<meta name="twitter:creator" content="@johnoed">// @username for the content creator or author.

The Rest is All Open Graph:<meta property="og:url" content="http://allyourlivingneeds.com/colorado-rapids-vs-portland-timbers/"><meta property="og:title" content="Colorado Rapids vs Portland Timbers"><meta property="og:description" content="The Colorado Rapids face off against the Portland Timbers today Saturday September 6th"><meta property="og:image" content="http://allyourlivingneeds.com/images/teams/colorado-portland.jpg">

Thank You!

WORKPhone: 800-641-9157

Email: jgoodman@halyardconsulting.comWebsite: halyardconsulting.com

Twitter: @HalyardConsultFacebook: HalyardConsulting

YouTube: HalyardConsultSlideShare: HalyardConsulting

HOBBYTwitter: @AllURLivingNeed

YouTube Channel: AllURLivingNeeds

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