Ideas around OpenGraph protocol and RDFa usage with some possible future directions. It’s all around the Social Object. Padua University - Italy - A lesson in the “Tecnologie Web2.0” course thanks to Massimo Marchiori - http://www.math.unipd.it/~tecweb2/ At the end there are some clues about possible connections between Semantic Web tools and the VRM ( Vendor Relationship Management ) vision as the future of the Net using the full potential of the Web platform.

1. Facebook ( Open ) Graph
and the Semantic Web
Ideas around OpenGraph protocol and RDFa usage
with some possible future directions.
It’s all around the Social Object.
Matteo Brunati - dagoneye.it
Padua University - Italy - A lesson in the “Tecnologie Web2.0” course thanks to Massimo Marchiori

2. About me ( in italian )
on dagoneye.it
http://www.dagoneye.it
some english stuff on
http://www.dagoneye.it/blog/category/semantic-web/english/

3. This presentation is
about...
• Using Facebook OpenGraph to see how
RDFa is used
• Make a simple comparison with RDFa
standard usage
• introduction to Social Objects, the real “x-
factor” of the Web of Data
• Power to the people or to the Web2.0
platform? Let’s thinking about it

4. To a better understanding, don’t think pages,
think Social Objects in a Giant Global Graph

5. Linked Data
definition to a better
comprehension
http://linkeddata.jiscpress.org/tim-berners-lee%E2%80%99s-linked-data-principles/

6. events
people
things i like,
interests
Facebook connect people thanks to
shared interests and personal
informations

7. Facebook first social graph
in 2006
Facebook Social
Graph with Social
Object in 2010
http://www.25hoursaday.com/weblog/2010/04/24/FacebooksOpenGraphProtocolFromAWebDevelopersPerspective.aspx

8. “We are building a web where the default is social.”
slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained

9. From now on, any website can become part of the
Facebook ecosystem, outside of Facebook.com
slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained

10. The Web is more a social
creation, than
a technical one.
Sir Tim Berners Lee - 1999

11. Facebook wants to flood the web with these pieces of
functionality, adding a social skew to each and every site.
slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained

12. slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained
Every action taken through social plugins embedded
throughout the web will flow back to your profile, and
especially to the “Open graph”

13. Facebook Open Graph is an attempt to map all the complex interactions
existing between you, your friends and the content you all like = mapping
your interests and cross-interests.
slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained

14. It means that...
this kind
of
http://www.facebook.com/matteobrunati information is
IN the
cc:Likes Facebook
Platform
http://www.creativecommons.org

15. This graph around me is accessible from the new
GRAPH API, which links objects in the social graph via
CONNECTIONS...
URIs in effect
http://developers.facebook.com/docs/api

16. a sort of RDF model?
http://developers.facebook.com/docs/api

17. so this triple with
the new Graph model
http://www.facebook.com/matteobrunati
https://graph.facebook.com/me/likes
http://www.creativecommons.org

18. Example of Open Like user experience

19. When “Mi piace” is clicked,
the object with the link
appears in my Facebook
profile

20. When “Mi piace” is clicked,
the object with the link
appears in my Facebook
profile
How Facebook knows the title and the site?

21. thanks to Metadata inserted in the page,
that transform the page in a Social Object...
wait... a Social Object?
http://gapingvoid.com/2007/12/31/social-objects-for-beginners/

22. http://www.facebook.com/matteobrunati
https://graph.facebook.com/me/likes
Not the page, but the Social
Object inside that page
A movie titles “Fight Club”

23. This is the idea of
GGG,
the Giant
Global
Graph
http://www.zdnet.com/blog/btl/tim-berners-lee-from-world-wide-web-to-giant-global-graph/7126

25. Metadata encoded with the new Open Graph Protocol:
a minimal RDFa implementation
http://opengraphprotocol.org/

26. Remember
the page on
the IMDB on
Fight Club?
IMDB Page source with OG,
the metadata
Let’s see metadata information using SIG.MA and SINDICE INSPECTOR
http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.imdb.com%2Ftitle%2Ftt0137523%2F#sigma

27. RDF Triples

28. RDF graph

29. If the web page has no metadata
encoded using Open Graph Protocol,
Facebook show me only the title of that page

30. If the page has metadata
encoded using Open Graph Protocol and regular
Semantic Web vocabularies
http://www.metafora.it/leggi-internet/filirossi.html

31. http://sindice.com/developers/inspector/?url=http%3A%2F
%2Fwww.metafora.it%2Fleggi-internet%2Ffilirossi.html#triples

33. What are the differences on the usage of RDFa
between Facebook and W3C guidelines?
Facebook developers tried RDFa and thought that
is too complex, so they use it in a minimal form

34. 1. URI -> property -> Literal value
Using the property attribute in RDFa, it means that
the object value in the RDF triple can be only a literal
value, a string of text.

35. 2. One page -> One social object
The instructions for the webmasters for the usage of the
Open Graph Protocol are clear: one page, one social
object.
And with a lot of pages? Administration problems, caos...

36. Problems
URIs are universal identifiers,
labels and text are not
If Pages on different sites are around the same
Social Object
The property attribute makes the content value a literal,
not a WEB RESOURCE with an URI, so
how understand this kind of information?

37. Problems
The schema on opengraphprotocol is not
deferenceable. It’s only in HTML.

38. but the power of
decentralization of URIs
and the implicit web
capability of innovation
without consensus...
are with us .)

39. The Semantic Web community makes
the Scheme machine readable
http://github.com/facebook/open-graph-protocol/blob/master/schema.php

40. The Community makes some properties
of the Open Graph Protocol connected
with shared Semantic Web vocabularies
url property
<rdf:Property rdf:about="http://opengraphprotocol.org/schema/url">
<rdfs:label xml:lang="en-US">url</rdfs:label>
<rdfs:comment xml:lang="en-US">The canonical URL of your object that will be used as its
permanent ID in the graph, e.g., "http://www.imdb.com/title/tt0117500/".</rdfs:comment>
<rdfs:seeAlso rdf:resource="http://xmlns.com/foaf/0.1/homepage"/>
<rdfs:seeAlso rdf:resource="http://purl.org/dc/elements/1.1/identifier"/>
<rdfs:isDefinedBy rdf:resource="http://opengraphprotocol.org/schema/"/>
</rdf:Property>
<rdf:Property rdf:about="http://opengraphprotocol.org/schema/type">
<rdfs:label xml:lang="en-US">type</rdfs:label>
<rdfs:comment xml:lang="en-US">The type of your object, e.g., "movie". Depending on the
type you specify, other properties may also be required.</rdfs:comment>
<rdfs:seeAlso rdf:resource="http://www.w3.org/1999/02/22-rdf-syntax-ns#type"/>
<rdfs:isDefinedBy rdf:resource="http://opengraphprotocol.org/schema/"/>
</rdf:Property>
type
property

41. Make a Web of Data from the new Facebook
Graph API that return JSON data with HTTP
URIs which are dereferencable
http://sam.tw.rpi.edu/ws/face_lod.html

42. Mapping inconsistencies with semweb vocabularies
http://sam.tw.rpi.edu/ws/face_lod.html

43. If we make assertions on things, we make
a relationship between things.
We need to speak about such relations.
We need ontologies.
slide taken from http://www.slideshare.net/Cloud/the-social-semantic-web

44. RDF power to make assertions
on everything using a graph
slide taken from http://www.slideshare.net/Cloud/the-social-semantic-web

45. Linking Open Graph term with
the Linked Data cloud, thanks
to ontologies

46. Linked Data cloud - http://linkeddata.org/

47. In the extreme view , the world can be seen as
only connections, nothing else.
We think of a dictionary as the repository of meaning,
but it defines words only on terms of other words.

48. Original
World Wide
Web Proposal at
CERN in
1989-1990
It’s the Web, my dear .)

49. Others examples
of sites that use RDFa
in a complete way

50. Newsweek.com adopted full
RDFa metadata at the end of May 2010
( without Doctype declaration )

51. http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.newsweek.com

52. Newsweek page source with
RDFa

53. http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.newsweek.com#triples

54. Newsweek RDF Graph

55. Another example:
Ecommerce and
OpenGraph protocol,
thanks to the power
of RDF model

56. E-commerce ontology: GoodRelations
slides taken from http://www.slideshare.net/mhepp/web-page-optimization-for-facebook

57. GoodRelations + OpenGraph Protocol
slide taken from http://www.slideshare.net/mhepp/web-page-optimization-for-facebook

58. Some things to
remember...

59. Data “on” the Web
vs
Data “in” the Web
The power of link:
how it can be used
http://webofdata.wordpress.com/2010/03/01/data-and-the-web-choices/

60. Making Linked Data
http://linkeddata.jiscpress.org/tim-berners-lee%E2%80%99s-linked-data-principles/

61. Don’t think Websites, think Data
Coloured lines are ontologies and balls are applications:
mapping the world without reinvent the wheel .)

62. Another example: advantages using Linked Data in a
tweet based on SMOB - http://smob.me/
My status is connected
on the URI of the Social
Object automatically,
thanks to Linked Data
automatism

63. thanks to Linked
Data, automatically topics
of the tweet are connected
with the colletive intelligence
of the Web, in a machine
readable form

64. Useful stuff
1. http://www.slideshare.net/dpalmisano/from-the-semantic-web-to-the-web-of-data-ten-years-of-linking-up
2. http://www.slideshare.net/Cloud/the-social-semantic-web
3. http://www.slideshare.net/mhepp/web-page-optimization-for-facebook
4. http://www.semanticweb.com/news/rdfa_momentum_continues_part_of_html5_160146.asp
5. http://linkeddata.deri.ie/services/tutorials/rdfa
6. http://jeffsayre.com/2010/02/24/a-flock-of-twitters-decentralized-semantic-microblogging/
7. http://groups.google.com/group/open-graph-protocol
8. http://www.heppnetz.de/projects/goodrelations/
9. http://socialbits.net/blog/the-social-semantic-web/
10. http://www.slideshare.net/Saintsocial/facebook-open-graph-explained
Tools
a. http://sindice.com/developers/inspector/
b. http://www.w3.org/2001/sw/BestPractices/HTML/rdfa-bookmarklet/
c. http://rdfa.info/wiki/Tools
In Italian:
1. http://www.webprofession.it/group/semanticwebelinkeddata
2. http://www.titticimmino.com/2010/04/28/open-graph-facebook-e-lad-il-web-semantico-in-movimento/
3. http://www.dagoneye.it/blog/2010/04/26/facebook-open-graph-e-rdfa-il-grafo-come-modello-per-leggere-la-
metapiattaforma-del-web/
4. http://www.slideshare.net/dagoneye/i-fili-rossi-di-apogeonline-in-versione-semantica-grazie-a-rdfa-prima-
parte

65. Thanks! Creative
Commons
License RDFa
powered
<a rel="license" href="http://creativecommons.org/licenses/by-nc/3.0/">
<img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc/3.0/88x31.png" />
</a>
<br />
<span xmlns:dc="http://purl.org/dc/elements/1.1/" property="dc:title">
Facebook ( Open ) Graph and the Semantic Web</span>
by
<span xmlns:cc="http://creativecommons.org/ns#" property="cc:attributionName">
Matteo Brunati</span>
is licensed under a
<a rel="license" href="http://creativecommons.org/licenses/by-nc/3.0/">Creative Commons Attribuzione-Non commerciale 3
Unported License</a>.
dagoneye.it - matt [at] blog.dagoneye.it

66. Future directions for the next presentation:
some clues

67. Facebook
Social
Graph
Who controls that data?
What are the points of contact, me or the Platform?
What implies if i have my facebook social graph connected
in a personal way with the Linked Data cloud?

68. or in other words
http://www.facebook.com/matteobrunati
people on the Web has
an URI under their own control
to take control of their digital
identity?

69. http://www.facebook.com/matteobrunati
Making us the central point of contact, not
the Platform

70. making us a central point of contact with the Market,
mmm...VRM Vision enabled by Semantic Web “power to the
people”
http://www.brucemacvarish.com/2008/07/
customer-service-20-and-vrm---a-revisit.html
http://cyber.law.harvard.edu/projectvrm/
Main_Page

71. VRM can be the perfect scenario to
understand the power of changing our
attitude to the Market thanks to the Web at
full of its potential ( Semantic Web )
Taking control of our relationship in the Market

72. http://thebankwatch.com/2007/01/05/microformats-as-
information-brokers-revisited/
An Agent that can
manage my relationship
with Vendors...
More Power to the People in the Global Market

73. The Web is more a social
creation, than
Society
a technical one.
changes thanks to
innovations, thanks to
tecnology by people
that see this
change
Sir Tim Berners Lee - 1999
People centered Market is possible now with
the grow of decentralization of our personal social
objects graphs, if we are under control

74. VRM + Semantic Web
tools ideas: next
presentation with some
ideas around the future
of Advertising
Networks .)