Facebook's Open Graph allows third-party apps and websites to integrate their content and actions into a user's Facebook activity. By adding metadata to their webpages, third-parties can trigger the automatic sharing of actions like liking a recipe on a recipe website or checking into a location. This deep integration benefits both Facebook by expanding the social graph, and third-parties by driving increased traffic and engagement through viral sharing and aggregation of actions on Timelines. Open Graph aims to make sharing online actions as seamless as possible while still allowing third-party brands and messaging.
4. What is Open Graph?
At Facebook's core is the Social Graph: People and the
connections they have to everything they care about.
With Open Graph, arbitrary actions and objects created by
third-party apps become a part of the user’s social graph,
integrating that app deeply into the Facebook experience.
25. Benefits of Open Graph
Frictionless Sharing
Users only need to approve the app once, and then every
additional action is automatically shared.
Control Of Branding
Facebook allows apps to use their own branding, and let users
speak the language they define.
Deep Timeline Integration
Application data is treated equally with a user’s other data, giving
Open Graph apps huge reach within the Facebook system.
27. Results
Pinterest: 60% increase in visits
Artfinder: 60% increase in time spent
Fab.com: 50% increase in traffic
Foodspotting: 3X increase in activities shared
28. Results
USA Today's Super Bowl Ad Meter
generated an additional 200,000 views
from 2,000,000 organic views.
For every 100 pieces of content that
were shared through the app,
120 users checked out the app.
Four weeks after the app launched,
97 percent of its traffic, or more than
5 million referrals, came from Timeline.
Image: http://linkfrom.co/KFrTnY
30. Facebook Still Holds The Keys
800 120
600 90
400 60
200 30
0 0
5/7 5/14 5/21 5/28 5/7 5/14 5/21 5/28
Washington Post DAU (1000s) The Guardian DAU (1000s)
32. Focus On Core Principles of Social Design
Identity
Help users express themselves and gain
personal value by using your application.
Community
Make it easy for users to connect with
the people they know and trust.
Conversation
Allow users to share actions and
engage with each other.
33. Best Practices for Permissions
1. Do not ask for permissions until proving some value.
2. Use images and a clear call to action to give users an idea of
what they’ll gain by granting permissions.
3. Do not ask for more permissions than necessary to provide the
intended experience.
4. Always offer an alternative experience for users who do not
authorize the app.
5. Use the “persistent ask” or “intermittent ask” methods.
6. Thank users for authorizing the application and be clear about
how their activity is being shared throughout the experience.