Table of Contents 1. History of Facebook Platform 3 2. Technology of Facebook Graph API Social Plugins Open Graph Actio

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1 과목 : 내장형운영체제 (SEP564) 지도교수 : 신인식교수님 TA : 김효수발표일 : 발표자 : 김민호 ( ) 서승현 ( )

2 Table of Contents 1. History of Facebook Platform 3 2. Technology of Facebook Graph API Social Plugins Open Graph Actions and Objects Authentication Facebook Android API Characteristics of Facebook Platform Examples 3.1 Zynga Ads Netflix Spotify Future Technology Profit Model Conclusion Appendix References 2

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4 1. History of Facebook Platform users 1 bi 500 mi Profile Photos Facebook Platform News Feed Platform Apps Social Plugins 3 rd party Apps Social Graph Real Time Stream Like Button Groups ? Messages year 4

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Tags, Video Tags, Video Uploads Ø Format : https://graph.facebook.com/id https://graph.facebook.com/19292868552 https://graph.

6 2. Technology of Facebook 2.1 Graph API v Facebook s core is the Social Graph v Every object in the social graph has a Unique ID Ø All Objects and Connections Users, Pages, Events, Groups, Applications, Status messages, Photos, Photo albums, Profile pictures, Videos, Notes, Checkins, Friends, News feed, Profile feed(wall), Likes, Movies, Music, Books, Notes, Permissions, Photo Tags, Video Tags, Video Uploads Ø Format : = v Pros Ø Access data based on URI v Cons Ø Privacy Return JSON type 6

7 2. Technology of Facebook 2.2 Social Plugins Like Button One click 으로페이지를공유 Send Button 컨텐츠를쉽게친구들에게보내게함 Comments 사이트내에어떤컨텐츠에도주석을달수있도록함 Activity Feed like/comments 를통해친구가무엇을하는지알려줌 Recommendations 사용자가좋아할만한개인화제안을제공 Like Box Like 도가능하며웹사이트의상태를직접적으로보여줌 Login Button 로그인버튼과 Sign up 한친구들의목록을보여줌 Registration Facebook 계정으로쉽게 Sign up 하도록도와줌 Facepile Sign up 혹은 like 하는사용자들의목록을보여줌 Live Stream 실시간으로 activity 와 comments 를공유하도록함 7

8 2. Technology of Facebook 2.3 Open Graph(1) v Beta version ( ) v To model user activities based on actions and objects v Components Ø Communication Ø Games Ø Media Ø Lifestyle 8

9 2. Technology of Facebook 2.3 Open Graph(2) v Use Open Graph Protocol Ø Enables any web page to become a rich object in a social graph Ø Same Functionality Ø Developer simplicity 9

graph v Building Blocks of Open Graph v Actions Ø high level social

10 2. Technology of Facebook 2.4 Actions and Object(1) Becomes a part of the User s Identity and social graph v Building Blocks of Open Graph v Actions Ø high level social actions(in apps) v Objects Ø The type of things that users can connect within your app v Like Button è Custom Actions and Objects 10

Connection and Drive new Users v 3 rd Party Apps è a Part of Life v Pros Ø The way

11 2. Technology of Facebook 2.4 Actions and Object(2) v Single API Ø Timeline, News Feed, Ticker v Persistent Connection and Drive new Users v 3 rd Party Apps è a Part of Life v Pros Ø The way to express Myself Ø Share Experience with Friends Ø More Creative Apps v Cons Ø Complex steps to create Apps Ø I know what you re doing now 11

0 protocol v User Login Ø server-side call the Graph API from a web server Ø

12 2. Technology of Facebook 2.5 Authentification(1) 공개범위결정 Timeline 에어떻게보일지미리알수있음 v OAuth 2.0 protocol v User Login Ø server-side call the Graph API from a web server Ø client-side call to the Graph API from a client Ø based on javascript 나의친구들의 App 사용여부는나의의사결정에영향을미침 Timeline 에추가여부를바로결정 상세한 Privacy 설정은잘보이지않게 12

13 2. Technology of Facebook 2.5 Authentification(2) v Three steps Ø user authentication : ensure that the user is who they say they are Ø app authorization : ensures that the user knows exactly what data and capabilities they are providing to your app Ø app authentication : ensures that the user is giving their information to your app and not someone else 13

on their behalf v Permissions Ø Utilize the Graph API to access users likes, interests,

suggest content they may be interested in v Pros Ø Support Web sites, Mobile, and applications

14 2. Technology of Facebook 2.5 Authentification(3) v User access token Ø To access the user s information and take actions on their behalf v Permissions Ø Utilize the Graph API to access users likes, interests, activities, movies and more to recommend content in your app Ø Access their friends likes to suggest content they may be interested in v Pros Ø Support Web sites, Mobile, and applications Ø Easy to use v Cons Ø Not support below OAuth 2.0 Ø Privacy; can access friends information from me 14

15 2. Technology of Facebook v API Request Ø Use Following methods Graph API FQL(Facebook Query Language) Legacy REST API v Asynchronous API Request Ø Returns immediately without blocking the calling thread Ø Request response is returned to the caller via RequestListener interface Ø Use Following methods Graph API FQL Legacy REST API v Helpers Ø help with the Facebook integrations. 2.6 Facebook Android API v Authentication Ø Initialize Facebook instance Ø Initialize user authentication and app authorization flow Ø Handle the single sign-on callback v Dialogs v Feed Dialog Individual story to a profile s feed v Friends Dialog User to add a friend v OAuth Dialog Authorize and grant app permissions v Pay Dialog v Requests Dialog v Send Dialog Send to message to a friend, group or address 15

16 2. Technology of Facebook v Social Platform v Not Search, Portal, Shopping, etc. v Based on Objects and Relationships v 높은플랫폼개방성 Ø Open Platform 의선두주자 Ø Contribute Open Source Ø 점차 API 를확대 Ø Facebook 내외부의경계 v 타 SNS 서비스로의확장 Ø Google s Circle à Groups Ø Twitter s Status Feeding à Wall Ø Twitter s Speed à Messages Ø With a Music, a Journal, a Movie Service Ø Groupon s Social Commerce à Facebook Deal (Stopped) 2.7 Facebook Platform Characteristics v Pros Ø 사용하기쉬운 API (Single API) Ø 다양한지원 ( 문서, 예제, 블로그등 ) Ø 8 억명의사용자와그들의정보 Ø 60 만개이상의 Apps Ø 마케팅, 광고에효과적! v Cons Ø PHP 성능문제 (Hiphop for PHP) Ø 보안에취약 Ø Privacy Issue Ø Ambiguous Profit Model Ø 국내개발자를위한 JSP 나한글화등의지원미약 Ø Red Ocean 16

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1 What is the Social Game v Social Driven Application Service Ø

is Not Defined, That is Player s Responsibility Ø Nobody Lose Ø Don

18 3. Examples 3.1 Zynga What is the Social Game v Social Driven Application Service Ø People(Node) Ø Relation(Edge) v Enjoying Relation of People Ø Goal is Not Defined, That is Player s Responsibility Ø Nobody Lose Ø Don t Exist Gap of Gaming Skill Ø Maybe Board Game is Called Social Game MMO RPG v Enjoying Just Game Ø Goal is Win Ø Defeat Others Ø Exist Gap of Gaming Skill Ø Game Addiction 18

3 Characteristic of Social Game v Simple Interface Ø Whoever can play v Most Important thing is

19 3. Examples 3.1 Zynga Characteristic of Social Game v Simple Interface Ø Whoever can play v Most Important thing is Relationship Ø Everyone can have Community v Asynchronous Game Ø Whenever you can do v Ease to Transplant Mobile Device Ø Wherever you wish to do Strategy v Moto is Do Devil Ø I don t want innovation Ø Copy first until pass over competitor. Ø Game is Just Money. Ø Vs. Google s Don t be Evil 19

Ø Keyword Ø Freshness Ø Quality Ø Specialty 3.1.

20 3. Examples 3.2 Ads News Feed Algorithm v Google 이서비스강화를위해사용하는알고리즘. Ø Keyword Ø Freshness Ø Quality Ø Specialty Social Algorithm v Facebook 의 Relation 파악을위해사용하는알고리즘 Ø Kind of Message Ø Timeline Ø Intimacy Ø Edge Rank Ø Lack of Express than TV Commercial Ø 79% Google vs. FB 20

21 3. Examples 3.2 Ads Online Advertise Algorithm v 수익모델과관련된알고리즘 Ø Proper Time, Proper People Ø Analyze User Ø Analyze Web surfing Habit Facebook Ads v Business Page v Social Ads and Beacon Ø Based on User Habitat and Correlation Ø Target Ads Ø Google s adsense v Insight v Self-server Ads v Targeting Based on 400 Private information 21

v Flat rate DVD-by-mail v Watch Instantly 3.1.2 Strategy v Subscription ($16.

License Issues with Hollywood v Competitor : Amazon, Apple(ITunes) v Disappointed users

22 3. Examples 3.3 Netflix Philosophy v On-demand Online DVD Rental and Streaming Service v Convenience for customers v Flat rate DVD-by-mail v Watch Instantly Strategy v Subscription ($16.99 for 17 hours of streaming media) v Final Goal : DVD Rental à Streaming Service v Issues v License Issues with Hollywood v Competitor : Amazon, Apple(ITunes) v Disappointed users leave v Separate DVD rental(qwikster) and Streaming service v First sale doctrine( 최초판매원칙 ) v Integrated with Facebook Ø Available in 44 countries but the USA 22 CEO Reed Hastings

Allow Facebook users to stream spotify tracks directly from the news

2 Strategy v Integration with Facebook v Boost their overall audience v

23 3. Examples 3.4 Spotify Philosophy v Overview Ø On-demand music streaming service Ø Free Ø Allow Facebook users to stream spotify tracks directly from the news feed or from one s own profile Strategy v Integration with Facebook v Boost their overall audience v More advertising revenue v Share music with all your friends v Instant access to over 15 million tracks v the soundtrack to your social life CEO Daniel Ek 23

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25 4. Future 4.1 Future Technology Issues (Challenges) v Network Effect Ø The More User, The More Power Ø Positive Feedback Effects v UX Ø More Simple, Expected Menu v Security Ø User information Disclosure Ø Authentication Bypass Ø Script injection v Lock-in Ø Leave Platform v Search Ø Weak Contents Searching 25

4. Future 4.1 Future Technology 4.1.1 Solution(We Think) v Network Effect Ø Ease to Development Ø Grown up FB Platform Ø Procure Killer Apps.

26 4. Future 4.1 Future Technology Solution(We Think) v Network Effect Ø Ease to Development Ø Grown up FB Platform Ø Procure Killer Apps. v UX Ø Share Same UX Ø Maybe Action Button v Security Ø Treat The PHP Vulnerability Ø Maybe HTML5 Improve v Lock-in Ø Login Using FB with Other Sites v Search Ø Improve Transaction Performance 26

4. Future 4.2 Profit Model 4.2.1 Issues (Challenges) v Improve Open Graph Ø Connect everything from on-line to off-line v Encourage 3 rd Apps Ø Apps can make more users like Zynga (e.g. Facepile plugin) v Lock-in Ø Timeline, Friends, Events, Messengers, Contents, etc.

27 4. Future 4.2 Profit Model Issues (Challenges) v Improve Open Graph Ø Connect everything from on-line to off-line v Encourage 3 rd Apps Ø Apps can make more users like Zynga (e.g. Facepile plugin) v Lock-in Ø Timeline, Friends, Events, Messengers, Contents, etc. v Privacy Ø Sponsored Stories (2009/09 Beacon advertising system) Solutions v Ads Ø Targeting; can access real identity in a social context workplace, relationship, school, location, mutual friends, etc(400) v Open Graph Ø Every things are in Facebook (Pages, Information, Marketing, Services, etc) 27

28 4. Future 4.2 Profit Model Future of Social Game v We Think Ø 게임자체를즐기기보다는인맥관리와이웃간의유대감증가가게임의주요목적으로등장. 더많은종류의디바이스에서접속이가능하도록하여더큰붐이일어난다.SNS 특징상많은사용자를이끌어내는것이소셜게임의목적이고, 수익모델로갈것이다. Ø 소셜게임의특성인 Relationship 을너무많이요구하는것이문제 Ø 사용자는담벼락에도배가되는것을원하지않는다. Ø 한국온라인게임에서커뮤니티를만드는법을보고배우는것이.. v Fact Ø Google 은 Zynga 에 1 억 5 천만달러를투자한이력이있고, We rule 로유명한 ngmoco 에도투자를했다. Google 은 월소셜네트워크서비스 (SNS) 용애플리케이션개발업체 ' 슬라이드 (Slide)' 를인수했다. 인수가격은 1 억 8 천 200 만달러또는 2 억 2 천 800 만달러로알려졌다. 28

4. Future 4.2 Profit Model 3.1.2 Future of Ads v We Think Ø 사용자의환경이미디어, 광고시장을바꾼다.

29 4. Future 4.2 Profit Model Future of Ads v We Think Ø 사용자의환경이미디어, 광고시장을바꾼다. Ø 사용자가반감을가지지않는광고가중요. v Fact Ø 미국의전체미디어광고중에온라인광고가차지하는비율이 2006 년의 6.0% 에서 2010 년에는 12.1% 로두배상승 Ø Gmail 이처음광고를도입했을때도사용자들의반감이심했지만, 지금은어느정도묵인하고사용 Ø 마켓팅활용성공사례 : IKEA, Diesel Cam, Levi s Ø Facebook 의주수입 : 광고매출 (2010 년상반기 5 억달러 ) Ø 구글이검색광고시장의 79% 차지 29

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31 5. Conclusion Facebook Platform Profit Advertiser Facebook Business Consumer Ads User Facebook Technologies Social Plugins BusinessBu Open Graph Apps Graph API Legacy API R&D Open API Facebook 3 rd Party 31

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33 Appendix Architecture v Availability v Scalability Ø 200 GB per day in March 2008 Ø 15+ TB(Compressed) raw data per day v Performance v Programmability and Productivity v Manageability v Not Expensive 33

34 Appendix Open Graph API Usage v 1. Define actions and objects Ø Cook à Recipe / Menu v 2. Create objects Ø <meta> tags v Mechanism 34

35 Appendix Human Experience / UX Relationship 35

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37 References v Open Graph Ø Docs : Ø Open Graph : Ø Open Graph Protocol : Ø Permissions : Ø Timeline Ø Authentification Ø Ø Graph API Ø Ø Social Plugins Ø Main Page : Ø 3 rd parties Ø Spotify Ø and Ø Deep Spotify Integration Brings Free Music to Facebook : music_streaming.php 37

38 References v 기사 v 페이스북, 광고업체와 사용자정보 또공유하나? v Netflix 새롭게직면한위기에대하여 v Netflix rethingks new website v Facebook Security v 기타 v v v 38

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Social Network

Social Network Service, Social Network Service Social Network Social Network Service from Digital Marketing Internet Media : SNS Market report A social network service is a social software specially focused