web page optimization for facebook and beyond

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Web Page Optimization for Facebook and Beyond Or: How to Combine the Open Graph Protocol with GoodRelations in RDFa Prof. Dr. Martin Hepp E-Business and Web Science Research Group http://www.unibw.de/ebusiness/

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Page 1: Web Page Optimization for Facebook and Beyond

Web Page Optimization for Facebook and Beyond

Or: How to Combine the Open Graph Protocol with GoodRelations in RDFa

Prof. Dr. Martin Hepp E-Business and Web Science Research Group

http://www.unibw.de/ebusiness/

Page 2: Web Page Optimization for Facebook and Beyond

Facebook Open Graph Protocol •  Specification for

additional HTML markup so that Facebook user’s can recommend your page and its content to their peers.

06.05.2010 2

I like this

Starbuck's

store!

Me Paul

Peter Mary

My Friends (Social Graph)

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Page 3: Web Page Optimization for Facebook and Beyond

How Does It Work? •  Add a few extra lines to the header of your

Web page source code.

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Page Source Code (HTML)

Page 4: Web Page Optimization for Facebook and Beyond

Why Should I Care? •  The embedded information will be used by

Facebook to know the topic of the page, plus a few additional facts. –  “The page describes a café.” –  Geo positions of locations mentioned on the page.

•  So Facebook users can directly point their friends to stores, products, movies, etc., instead of just sharing links.

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Page 5: Web Page Optimization for Facebook and Beyond

But…

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…when you take the time to touch your your Web page headers for

Facebook‘s new feature, anyway, ...

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…you should also insert 10 – 20 lines of additional mark-up to the

body of the page about ...

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Products & Services Store Info Price & Payment

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… using GoodRelations in RDFa.

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This will have at least three nice effects:

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# 1

More powerful Facebook applications

(because they can extract & recombine this rich information)

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Page 12: Web Page Optimization for Facebook and Beyond

More Powerful Facebook Applications

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Your Friend's Favorite Cafés

Starbucks, closes 10.30 p.m.

Miller's, closes 7.15 p.m.

Requirements

Accepts MasterCard

Wifi

Has Vegetarian Food

ON

ON

ON

GoodRelations markup provides fine-

grained data about available products,

services, payment options, opening

hours, etc.

Open Graph API

provides social aspect

of recommendations.

1

2

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# 2

Enhanced Rendering in Yahoo (because Yahoo honors and displays this rich information, if

available)

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Page 14: Web Page Optimization for Facebook and Beyond

Yahoo Example

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# 3

Enhanced Ranking in Google (because Google rewards such rich mark-up as good content

with a higher rank in the organic search results)

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Page 16: Web Page Optimization for Facebook and Beyond

Dream Team: Open Graph + GoodRelations

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Page Source Code (HTML)

Header: Facebook Open Graph Markup

Body: GoodRelations Markup

Basic info about your page

Detailed info about your business, e.g. •  Products & services, •  Opening hours, •  Prices, •  Payment, •  Discounts, and a lot more!

Page 17: Web Page Optimization for Facebook and Beyond

GoodRelations Example: Camera

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http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

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Is it difficult?

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No. Simply copy-and-paste the GoodRelations HTML patterns into

your page. The exact position does not matter.

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http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

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Will it make my page slow?

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No. The additional markup will be just 10 – 20 lines, 1 – 3 KB per

pages. You will not even notice the payload.

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http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

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Is it expensive?

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No. GoodRelations is free.

It‘s available under a very liberal Creative Commons license.

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http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

Page 24: Web Page Optimization for Facebook and Beyond

So when you update your Web templates to make them ready for Facebook’s Open Graph API,…

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Page 25: Web Page Optimization for Facebook and Beyond

…make sure you also make them ready for GoodRelations.

It will pay out. It’s simple. And BestBuy is already doing it with

remarkable results.

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Page 26: Web Page Optimization for Facebook and Beyond

Please Follow-up:

http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

Twitter: mfhepp Skype: mfhepp

Page 27: Web Page Optimization for Facebook and Beyond

Prof. Dr. Martin Hepp Chair of General Management and E-Business

Universitaet der Bundeswehr Muenchen Werner-Heisenberg-Weg 39 D-85579 Neubiberg, Germany Phone: +49 89 6004-4217

Fax: +49 89 6004-4620 http://www.unibw.de/ebusiness/

http://purl.org/goodrelations/ [email protected]

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