Facebook Finally “Connects”

The “Connect” tool, which can be seen as the first genuine attempt to allow access to Facebook user data outside of Facebook itself, is not new, having been used by developers since its introduction in the first quarter of 2008.

Although the intuitive application may not be in showroom condition, like most new technologies it does take a while for developers to become accustomed to the possibilities available, and so the practicality element tends to suffer with novelty fuelling much of the interest and following.

So, having been around the block, with both developer and user familiarising themselves with the new application, we are finally starting to see some interesting and practical uses being developed, with both parties (and client, of course) gaining substantial value from it.

That the use of FBC is free, the monetary value for FB themselves comes through charging for social ads that are targeted at consumers through relevant key words, given. Revenue is generated by allowing the use of the platform and the placement of social ads on Facebook profiles being purchased by those wishing to follow up the campaign using the FBC API.

Below are a few examples of recent campaigns that have integrated the Facebook Connect set of API’s in order to engage, offer a tailor-made experience for the user and provide a rich database of user information.

Facebook connect will be familiar to most, certainly within the media industry (should hope so), however it would be logical to quickly highlight the four main features of API’s before critiquing recent campaigns. For those that may need reminding or clarification on the tech, courtesy of crunchbase.com:

“Trusted Authentication – Anywhere during the user’s experience that the developer would like to add social context, the user will be able to authenticate and connect their account in a trusted environment. The user will have total control of the permissions granted. This is a proprietary authentication mechanism, but is more streamlined than the existing method and will not require a redirect back to Facebook.

Real Identity – Users can bring their real identity information with them wherever they go on the open Web, including: basic profile information, profile picture, name, friends, photos, events, groups, and more.

Friends Access – Users will be able to take their friends with them wherever they go on the open Web. Developers will be able to add rich social context to their websites, and will be able to show which of their Facebook friends already have accounts on their sites.

Dynamic Privacy – As a user moves around the open Web, their privacy settings will follow, ensuring that users’ information and privacy rules are always up-to-date.”

Prototype Experience

The gaming experience, and the overall goal for games developers, is to increase the level of immersion that players experience when using their products. Using the Facebook connect API in order to place the user within the trailer is a natural transition for the Facebook connect application given that the user is willing to suspend his/her imagination and they have some grasp on current technology. Prototypes latest trailer is proving to be the torchbearer not only for budding games marketers but also for those wishing to use the FBC API in general.

The trailer itself is accessed through a microsite with a variety of content (filling up space) surrounding the FBC API login bar. Once logged in the trailer focuses on the plot, giving you a background to the story and the protagonist, with the viewer of the video taking centre stage. Frequent flashes of images and information pulled from the user’s FB page are seamlessly integrated into the storyline, offering a unique and genuinely engaging experience as well as simplifying the plot.

Museum of Modern Art (MoMa)

Definitely one of the main benefits of using the FBC API is its unrivalled convenience. Simply imputing your FB credentials allows the user to bypass all the mundane forms that require filling in order to get a unique experience and what better way to use this than planning a day trip? The Museum of Modern Art (MoMa) uses the FBC tool to “tailor your MoMa experience based on your profile and personality.” So, if you have keywords that may suggest that you are interested in Lichtenstein prints and cinema, it will suggest you come in when the relevant exhibitions are running. Genius.

Movies by Flixster

A more recent development from FB around their Connect product is its integration within the iPhone platform, offering iTunes application developers the chance to use the API on both the iTouch and iPhone.

Simply by going to My Movies -> Settings and connecting your Facebook account, you’ll immediately tap into your communal Movies and Facebook network. Given the popularity and reach of Flixster, a simple two-click process can instantly add all your friends, and their respective movie watching behaviours, to your mobile experience.

If you wish to find out more about other campaigns using the FBC API or have any examples of the application yourself that you wish to share, then please send them to Luke.Farrell@Profero.com along with your comments. Mucho gracias.