Slideshow Transcript

1. Slide 1: Organic and Paid Strategies on Facebook v2.0 Ro Choy 10/6/07
2. Slide 2: Agenda • Why all the hubbub? • Organic Growth on Facebook: RockYou’s Story • Paid Growth on Facebook: Ad Networks • Q&A • Live walk-throughs
3. Slide 3: Rise of the Social Networks Open social networking platforms are a massive opportunity. The social web is its result. Social Network Comparison (Comscore Google/Yahoo/MySpace/Facebo U.S.) ok/hi5
4. Slide 4: What is RockYou? RockYou is the leading provider of widgets on the web with massive awareness and penetration of social network users (Myspace, Facebook, hi5, Bebo, Friendster) - over 50 million widgets live across Widget Creations/day social networks 500000 - over 150 million views per day across 400000 network of widgets 300000 - over 35 million monthly unique visitors 200000 - over 15 million registered users growing 900K new users a month 100000 - over 700K widgets embedded 0 daily 07 07 6 06 00 20 20 20 /2 3/ 8/ 25 5/ 1/ 6/ /2 8/ 10
5. Slide 5: Leadership across widgets RockYou offers some of the most popular photo, text and voice- based widgets on the web. Slideshows • 24 transitions • Animated captions • Music Other Services • Glitter Text • Fun Notes • PhotoFX • Voicemail • Countdown Timer • Corkboard • Voice Comment • Scratcher • Gizmoz • Games Monetization • Sponsored content
6. Slide 6: “the top sites among teens have shifted to those providing assistance with social networking profiles” Nielsen/NetRatings Increasing Traffic on RockYou Users: 15M F8 Platform Launched Marketing: None Cost: $0
7. Slide 7: Self Expression (MySpace, Bebo, Friendster, et. al.) Casino Royale, Sony Pictures 75K created (30 days) Leigh Nash, Nettwerk Records 150K created (30 days) Horoscope, Frengo 300K created (30 days)
8. Slide 8: Engagement (Facebook and others coming soon) Music Videos, Yahoo! 900K created (30 days) Horoscope, Frengo 2000K created (30 days) 7x more
9. Slide 9: Distribution Methods 1,000,000 800,000 600,000 Creations 400,000 200,000 0 Self Expression Engagement (MySpace, Bebo) (Facebook) Networks with engagement (access to friends) give you 7x more distribution
10. Slide 10: Leadership on Facebook RockYou has over 15 Facebook apps with 40M live installs and 10 out of the top 40 applications on Facebook (all with 1MM+ users). Number of Number of New Application Facebook Users Users per Day Superwall 10.0M ~70,000 XMe 9.0M ~50,000 Likeness 9.1M ~100,000 Zombies/Vampires 9.0M ~100,000 Werewolves Horoscopes 5.6M ~12,000 Slideshows 1.9M ~5,000 Emote 1.7M ~10,000
11. Slide 11: Complete Cycle: Super Wall Concept: Friday 6/15 Design: Friday 6/15 Implementation: 6/15-6/17 Deployed: Monday 6/18, 4AM Advertising: Tuesday 6/18, 118K users Viral growth: 3 weeks 2 Million Users! Cross Promotion is key!
12. Slide 12: Key Takeaways for Viral Growth • Viewer focus • Simplicity • Novelty • Universal Applicability
13. Slide 13: Building Viral Engagement 1. New users => build clean flows • New users absolutely key to viral engagement (vs returning user) • Focus on linear, one-action flows to maximize activation for new users • Forget registration 2. Direct friends => deliver clear value prop • Provide clear value proposition to new user for inviting friend network (Likeness) • Ensure invitation is first/second step of new user flow to maximize viral value of user (Superlatives vs User Superlatives) Direct Friends 3. Indirect friends => focus on messaging • Focus on messaging to invite/notification receivers to drive more friends invites Indirect Friends • Deliver increasing AND simply understood value to app w/ every friend invited (Zombies) Interested Parties 4. Interested parties => allow universal use • Enable simple tools (comments, ratings, answers) that allow interaction w/o requiring full engagement w/ application (My Questions)
14. Slide 14: Ad Networks on Facebook • 3rd party ad networks on Facebook can radically accelerate Facebook application adoption – RockYou – SocialMedia – Cubics – AppFuel • From RockYou’s experience, advertisers can generate between 100 – 10,000 installs a day • Cost ranges from $0.10 - $0.30 CPC and $0.15 - $0.60 CPI • Behavioral and interest based ad targeting
15. Slide 15: Things to Consider • Total potential throughput of the ad network • Quality of ads • Ad copy => Make it actionable • Viral tuning is still key • Multiplier effect on Facebook from purchase
16. Slide 16: Music Videos (Yahoo!)
17. Slide 17: Music Videos (Yahoo! and RockYou) 1. Viral tuning 2. Integration with major apps 1. Promotion on RockYou Ad Network
18. Slide 18: Complete Cycle: Yahoo! Music Design: Monday 7/23 Implementation: 7/23-7/29 Deployed: Monday 7/30 Advertising: Tuesday 7/31 100K users Growth: 6 weeks 1.15M Users Over 100x more than original
19. Slide 19: Key Takeaways for Growth • Self-expression vs Engagement (Destination vs Service) • Cross promotion is key • Integration is a good proxy • First (viral) mover advantage • Build w/ new users in mind • Engagement can generate virality