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A Slideshare Requiem to OGP Ver 1.0 Rajeev Bala, Lead Solution Architect Ecselis. October 2012

Milestones: 2010 - 2012 First version of Open Graph Protocol, launched F8 April 2010, enabled website owners to convert their web pages to Facebook equivalent pages. This feature remained unknown, and under appreciated, but excited us at Ecselis enough to build proof of concepts and proposals around it. Version deprecated in July 2012

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Possibilities of OGP V1. Enabled conversion of webpages into Facebook equivalent pages, simply by pasting Open Graph Metadata and the Like Button. A bookseller having 1 million pages, 1 for each book, could now have 1 million Facebook pages, with ability to remarket uniquely to followers of each of these 1 million pages.

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Lots of OG Meta Tags

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•  Real world objects •  Restaurants •  Books •  Movies •  Any product with a barcode/UPC

Made it possible for mass adoption of features.

The promise

Potential for huge increase in newsfeed relevance and overall communication experience for brands.

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The FB Like problem A like on a Facebook Page is very little information. There is zero contextual information accompanying the Like. Engaging with an undifferentiated mass of likers is a return to the old ways of “spray and pray”.

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Owned to Earned media A like on a Facebook page is typically driven ads on Facebook that cost money. Paid Media was needed to drive Earned Media. With OGP however, followers could be generated from outside of Facebook, on pages that were owned by Brands. Owned Media could thus be converted into Earned Media.

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Unsung and Unappreciated

Very few marketers understood and implemented the features of OGP V1. It remains unknown and obscure. Only evidence of productization is from Social CRM !rm Vitrue. Vitrue is sold to Oracle in May 2011 for 300 Million USD.

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Deprecation: July 2012

Facebook quietly retired the features of OGP 1.0 in July 2012. While the Like button would still create a Social action, Page Admins lost the ability to remarket to these followers.

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Postscript: Aug 2012 Shortly after the retiring of OGP V1, Facebook announced the ability of Page Post Targeting, which would allow brands to be more granular and intelligent in their newsfeed marketing management. Were the 2 announcements linked? Did FB see the earlier feature as a threat to its ad-revenue machine ? Or is there is a more straightforward explanation ?

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