1. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 1 Knowledge Management in Web 2.0 Facebook Communities: Facebook Alper Ortac

2. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 2 Agenda  What is Facebook?  Available data  Accessing data  Creating knowledge  Comparison with competitors  Outlook

3. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 3 What is Facebook?  Social Network which connects people  Create own profile to present yourself  Share texts and media with others  Add other people as friends  Join groups and networks  „Pages“ for institutions, companies and celebrities  Access from mobile devices  Marketplace  Applications from third-party contributors

4. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 4 What is Facebook?

5. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 5 A brief history of Facebook  Founded 2004 by Mark Zuckerberg for students in Havard  Later for all students in USA and then for all high schools  2006: students in other countries  2008: available in germany  Initial financial help about 340 million dollars  1 month ago russian company „Digital Sky Technologies“ invested 200 milion dollars  Now more than 850 employees  Estimated market value between 2 an 15 billion dollars

6. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 6 Current Facebook facts  Over 200 million registered users  100 million of them are active every day  30 million new images every day  57 languages, 40+ more are in development  Alexa rank: 4  Fifth of all internet users visit Facebook every day  25 minutes per day per user  3,5 billion minutes in sum

7. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 7 Agenda  What is Facebook?  Available data  Accessing data  Creating knowledge  Comparison with competitors  Outlook

8. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 8 Available data  Personal (or company) data  Connections to friends, collegues and family members (or fans)  Groups, Networks, Interests  Thumb ups Structured:  Media: photos, videos (partially)  Albums  Marking of people  Application output (mostly)

9. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 9 Available data  Texts of different kinds  Messages, Blogs, Chats  Comments  Links to external data  Integration of other Web 2.0 sites  Flickr, Digg, Last.fm and others Unstructured:

10. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 10 Agenda  What is Facebook?  Available data  Accessing data  Creating knowledge  Comparison with competitors  Outlook

11. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 11 Accessing data  Mobile devices  30 million active users  Facebook Platform  Third-party applications which can be embedded in user profiles  More than 600.000 developers  Facebook Connect  Like OpenID, one single Login for all supporting websites  About 8000 websites

12. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 12 Agenda  What is Facebook?  Available data  Accessing data  Creating knowledge  Comparison with competitors  Outlook

13. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 13 Creating knowledge: current uses  Advertisement in Facebook  Growth over profit  Great database of personal data  For companies: Facebook Ads  Create ads for their services  Payment with CPC or CPM (each click or 1000 views)  Live statistics for analyzing their target audience  Facebook Lexicon  Analyzes public written words  Find points of interest in specific target groups  Associations to other subjects

14. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 14 Lexicon (1)  Demographics  Small choice of words  CSV Export

15. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 15 Lexicon (2)  Shows demographics on country maps  USA, GB and Canada

16. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 16 Creating knowledge: usage possibilities  Ethnography  Research of social behaviour and language characteristics  Opinions  Demographics about countless topics  Developing opinion states over time  Face recognition  Marked pictures help to recognize specific people  Difficulties because of private concept  Facebook itself has huge knowledge base (potentially)  Very few „facts“

17. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 17 Agenda  What is Facebook?  Available data  Accessing data  Creating knowledge  Comparison with competitors  Outlook

18. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 18 Comparison with competitors  Hi5, Friendster, Orkut  Similar approach, but smaller  MySpace  Also big, but focus on musicians  LinkedIn, Xing  Focus on business world  StudiVZ, Wer-kennt-wen  German copies  Many others, but there is no „real“ competition

19. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 19 Agenda  What is Facebook?  Available data  Accessing data  Creating knowledge  Comparison with competitors  Outlook

20. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 20 Outlook  More growth  Facebook will try to expand its target audience  More structured data  Important for the growing user database  In the future there will be a big focus on advertisement  Current experiments with different ad models  Integration with other websites  Use of (web) standards  Competition will be hard to find

21. 08.06.09 | Alper Ortac | Computer Science Department | Ubiquitous Knowledge Processing Lab | © Prof. Dr. Iryna Gurevych | 21 The End Thanks for your attention! Questions?