open graph - how to connect all the things - allfacebook devcon berlin 2012

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Open Graph - How to connect all the thingsAllFacebook DevCon, Berlin 11/2012Michael Kamleitner, Die Socialisten

Open Graph - How to connect all the things.

http://die.socialisten.atMichael Kamleitner, Die Socialisten

http://die.socialisten.at


die.socialisten.atsocial network development

About: Die Socialisten"Die Socialisten" is a Vienna-based social-software agency focussing on the design & implementation of apps and marketing-solutions on social web platforms like Facebook.

To date, we have successfully built more than onehundred brand-pages, applications and integrations of external websites.

Our clients include Red Bull, Axel Springer/Bild.de, Bertelsmann, FTD, Krone Multimedia, ATV and Hitradio Ö3. "Die Socialisten" are Austria's first agency listed in the official "Facebook Preferred Marketing Developer"-program.

http://die.socialisten.at | http://facebook.com/diesocialisten





http://facebook.com/diesoci

http://facebook.com/diesoci


Timeline & Open Graph:1 Year later: Apps, Actions & Analytics

Photo: Chip.de

http://die.socialisten.atSocial Software Development

Timeline & Open Graph:Opportunities

- Social Graph Integration: Open Graph Protocol (OGP) was just the beginning!

- Social Graph Customization: Objects, Actions, Aggregations

- User Growth & Distribution: Newsfeed, Ticker, Timeline

- Personalization: Facepile & other Social Plugins

- Cross-Platform: Web, Mobile (Native/Web), Devices ...

More: https://developers.facebook.com/docs/technical-guides/opengraph/



https://developers.facebook.com/docs/technical-guides/opengraph/

https://developers.facebook.com/docs/technical-guides/opengraph/

7 Rules:Designing great Open Graph-Apps


Bye bye, FB.ui({method:‘feed’},...)


Bye bye, FB.ui({method:‘feed’,...})

Good ol’ Wall-Posting is losing relevance:

- Feed-dialogue is bugging users!

- Feed-dialogue will mostly get cancelled anyway!

- Feed-publish in the background (/me/feed) is sleazy.

- Stories published via Feed-dialogue look always the same (title, description, image, user message)

- Distribution of Wall-Postings on Newsfeed is decreasing, and fast!




Distribution Feed-dialogue:

March ’12: 130x

July ’12: 68x

Oct. ’12: 31x

Insights taken from same app, Feed-stories haven’t been changed content-wise!

Comparison: DistributionFeed-dialogue vs. Open Graph Action





Comparison: DistributionFeed-dialogue vs. Open Graph Action

Distribution Feed-dialogue:

Oct. ’12: 31x

Distribution of Open Graph-action:

Oct. ’12: 126x

Distribution will vary according to content and type of action!Examined action was optimized content-wise!




Rule #1:

Each story that is currently published via Feed-dialogue or /me/feed,could potentially reach a greater audience when implemented as Open Graph-action!




Guideline:Passive Sharing / Content Consumption

Passive Sharing = Open Graph-actions which are published automatically without any explicit user-interaction.

Mostly used for actions in the area of Content Consumption - i.e. users consuming articles, videos, music...

Mostly implemented as Built-in Action (“read”, “listen”, “watch”)

Examples: Washington Post- & other Social Readers, Spotify ...

Users’ Perception & Acceptance of Passive Sharing was quite challenging to begin with, even when Open Graph started.




The dark side of Passive Sharing:

Some apps have been abusing Passive Sharing for actions which had nothing to do with Content Consumption. They also failed to clearly communicate the automatic nature of Passive Sharing to their users.

Starting February 2013:

Passive Sharing for Custom Actions will be forbidden!

Authenticated Referrals will be removed – the “Viral Loop” of Passive Sharing will therefor be clearly diminished!

But: Custom Actions actively shared are here to stay!





Since Summer 2012:

Reach & visiblity of Built-in Actions in Newsfeed (“Trending Articles”, “Trending Videos”) have clearly been reduced by Facebook!

Built-in Actions “Watch” & “Read” show up in Ticker very, very rarely (or not at all - to-be-confirmed)!





OG-Launch 2011

Summer 2012


Example: “Read”-Action

Period: June-July 2012

MAU: 125.000

Actions: 166.000x “Read” published

Impressions: 24.7mio (149x)

CTR: 0.87%

Distribution: No Insights-data available!


Example: “Read”-Action

Period: September-October 2012

MAU: 100.000

Actions: 81.000x “Read” published


CTR: 0.85%

Distribution: Insights-data f. Ticker might be flawed!


Example: “Watch”-Action

Period: March-April 2012

MAU: Max 11k

Actions: 12.000 “Watch” published


CTR: 1.4%

Distribution: No Insights-data available!


Example: “Watch”-Action

Period: September-October 2012

MAU: Max 11k

Actions: 382 “Watch” published

Impressions: 9.200 (24x)

CTR: 0.75%

Distribution: Insights-data f. Ticker might be flawed!


Rule #2:

Passive Sharing with Built-in Actions (!) is still OK for content-heavy apps & sites.

But: please say goodbye to uber-optimistic expectations in regardto distribution. Also, be extra-fair to your users when publishing passively...




http://apps.facebook.com/meinklub

Clear indication with popup/overlay when action is published, easy Undo!

http://apps.facebook.com/lastfm-og-scrobbler/



http://apps.facebook.com/meinklub

Easily accessible option for permanent opt-out, historical action-log with undo.



Open Graph Custom Actions


Guideline: Open Graph Custom Actions

Recommendation: Design 4-5 Custom Actions per app, ideally:

- Custom Actions modelled after existing user-interactions in app

- Actions having a low entry-barriere for user (“1-click action”)

- Actions with big volume (many actions = more impressions)

- Actions designed with nice OG-Tags (title, desc, image, video...)

- Actions with rich metadata & connections to other objects

- Actions crosslinked with Action-Links




Example: Custom Action “Scrobble”http://apps.facebook.com/lastfm-og-scrobbler/

Period: March-November 2012

MAU: Max 85k

Actions: 150mio “Scrobble” published

Impressions: 1.7 billion (12x)

CTR: 0.27%

Distribution: Ticker (56%), Newsfeed (26%), Timeline (18%)




Recommendation: Actions with “Explicit Sharing”:

Useful for Actions that represent a clear “user-intent”!http://developers.facebook.com/docs/technical-guides/opengraph/explicit-sharing/

Actions published with “Explicit Sharing” are currently always displayed on publishers Timeline-profile.

Actions published with “Explicit Sharing” offer better distribution on Newsfeed of publishers friends.




http://developers.facebook.com/docs/technical-guides/opengraph/explicit-sharing/

http://developers.facebook.com/docs/technical-guides/opengraph/explicit-sharing/


Not allowed for “Explicit Sharing”:

- Built-in Actions, Passive Sharing

- Actions with low entry-barriere: “Like”, “Favorite” ...

- Actions with high volume and low information: “Follow”, “Friend” ...

- Actions occuring during gameplay: “Playing”, “Building”, “Achieved” ...





Very suitable for “Explicit Sharing”:

- Content generated by the user: photos, videos ...

- Text manually entered by the user: comments, postings ...

- Actions with geo-location: checkins ...





How-to: “Explicit Sharing”

- Activate migration-setting (Default for new apps):







- When publishing: fb:explicit_sharing = true







- When publishing: fb:explicit_sharing = true

- “Explicit Sharing” has to be approved for each action!





Explicit: Custom Action “Love” with Explicit Sharinghttp://apps.facebook.com/lastfm-og-scrobbler/

Period: October-November 2012

MAU: Max 85k

Actions: 7.500 “Love” published


CTR: 0.70%

Distribution: Timeline (71%), Newsfeed (17%), Ticker (11%)




Recommendation: Actions with “User Message”:

Publish actions with additional text-messages manually entered by the publishing user.https://developers.facebook.com/docs/opengraph/actions/

Actions published with “User Message” are currently always displayed on publishers Timeline-profile.

Therefor: no sense in publishing Actions with both “User Message” and “Explicit Sharing”.




https://developers.facebook.com/docs/opengraph/actions/

https://developers.facebook.com/docs/opengraph/actions/


Recommendation: Actions with “User Message”:

“User Message” has to be approved for each action!





Example: Custom Action “Comment” with User Messagehttp://apps.facebook.com/lastfm-og-scrobbler/

Period: October-November 2012

MAU: Max 85k

Actions: 361 “Love” published


CTR: 1.3%

Distribution: Newsfeed (41%), Timeline (41%), Ticker (18%)




Rule #3:

Design your app with 4-5 Custom Actions. For better distribution, enable “Explicit Sharing” or “User Messages” for 2-3 suitable Actions!

Good Custom Actions have high volume & low entry-barriere for the user!




Type Example Total Impressions/Factor

Referrals/CTR

Distribution

Built-In “Read” 81.000 1.200.000 (x15)

10.500(0.85%)

Newsfeed (99.73%), Timeline (0.27%), Ticker (0%)

Built-In “Watch” 380 9.200(x24)

70(0.75%)

Newsfeed (78%), Timeline (12%), Ticker (0%)

Custom “Scrobble” 150.000.000 1.700.000.000 (x12)

4.6mio(0.27%)

Ticker (56%), Newsfeed (26%), Timeline (18%)

Custom / “Explicit Sharing”

“Love” 7.600 380.000(x51)

2.700(0.7%)

Timeline (71%), Newsfeed (17%), Ticker (11%)

Custom / “User Message”

“Comment” 360 15.800(x44)

206(1.3%)

Newsfeed (41%), Timeline (41%),Ticker (18%)

Custom / “Geo-Location”

“Checkin” 70 4.300(62x)

20(0.46%)

Ticker (44%), Newsfeed (33%), Timeline (23%)

Guideline: Distribution of Open Graph-Actions



Optimize Custom Actions


Guideline: Optimize Custom Actions

Actions published with “Rich Content” (f.e. user-generated content), show better distribution in Newsfeed, Ticker and Timeline!

Images / Photoshttp://instagram.com




Rich Content: Photos, videos or Flash-content, geo-location.CTR increasing, since resulting stories are more interesting to friends!

Geo-location http://www.stadtkinder.com




http://www.stadtkinder.com

http://www.stadtkinder.com


Videos /Flash-contenthttp://apps.facebook.com/

lastfm-og-scrobbler

<meta property="og:video:type" content="application/x-shockwave-flash"/><meta property="og:video" content="https://www.youtube.com/v/..."/><meta property="og:video:width" content="398"/><meta property="og:video:height" content="239"/>


Rich Content: Photos, videos or Flash-content, geo-location.CTR increasing, since resulting stories are more interesting to friends!

http://apps.facebook.com/lastfm-og-scrobbler





https://www.youtube.com/v/?version=3&autohide=1

https://www.youtube.com/v/?version=3&autohide=1


Rule #4:

Distribution & CTR can be improved by adding “Rich Content” to actions: Videos, Flash-content, images & geo-location.




Crosslinking Open Graph-Objects enables richer, more interesting stories and increases CTR!





Crosslink two Open Graph-Actions with “Action Links”! Enables 1-Click-responses & increases volume of published actions.

Cross-linked Objects“Artist” <> “User”

Cross-linked Actions“Love” <> “Scrobble”





Rule #5:

Distribution & CTR can be improved by connectingOpen Graph-Objects, Actions-Links & adding Rich Metadata.



Facepile & other Social Plugins


Guideline: Facepile & other Social Plugins

Social Plugins promise fast & easy Personalization.

Facepile - Friends who are connected to a particular object by a particular action (f.e. friends that read a certain article)

Activity Feed - Highlight recent actions & popular content of your friends

Killer-feature: Works without App-Auth!




Unfortunately, Social Plugins are not always the best solution:

- Hardly any styling possible

- Hardly any options to customize content displayed (f.e. displaying ony most recent actions of friends ...)

- Bugs! (problems with internationalization, missing actions etc.)





Original Facepile: 2 Friends

Custom Facepile: 6 Friends!





Recommendation: Log all published actions to your app/database. Develop your own, custom widgets to replace Facepile, Recent Activity - get creative, but warrant privacy settings!

Bonus = enables Undo for historical Actions!

Major Downside: works only after App-Auth!

mysql> select id,created,user_id,action,action_id,substring(action_url,1,30) from actions limit 10;+----+---------------------+-----------------+-------------------+-------------------+-------------| id | created | user_id | action | action_id | action_url |+----+---------------------+-----------------+-------------------+-------------------+-------------| 5 | 2012-05-08 18:02:22 | 100001903705011 | news.reads | 327098717363582 | ... || 9 | 2012-05-09 16:32:49 | 609190863 | meinklubdev:react | 10150966819840864 | ... || 10 | 2012-05-09 18:02:09 | 609190863 | news.reads | 10150967610995864 | ... || 11 | 2012-05-09 18:07:10 | 609190863 | meinklubdev:react | 10150967623110864 | ... |...





Example: Custom Facepile





Rule #6:

Don’t rely on Standard Social Plugins! Be more flexible and awesome by developing your own, custom Widgets!




Rule #0:

Stay up-to-date! Subscribe & read the Docs & Facebook Dev-Blog!Try out new features, keep optimizing your Actions &watching your App-Insights!




http://conceptingsocialmediaconcepts.tumblr.com

http://conceptingsocialmediaconcepts.tumblr.com/

http://conceptingsocialmediaconcepts.tumblr.com/


BREAKYOUR OWN

RULES




“Facebook Programming - Developing Social Apps & Websites” Michael Kamleitner, Galileo Computing 2012 http://book.socialisten.at

http://book.socialisten.at

http://book.socialisten.at

Michael KamleitnerDie Socialisten

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open graph - how to connect all the things - allfacebook devcon berlin 2012

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