10 Million in 10 Weeks
            What Stanford Learned Building Facebook Apps
                  A Stanford Course during...
10 Million in 10 Weeks

   Total Installed Users: 20M+
      5 apps @ 1M+ users
      10 apps @ 100k users
      20 apps @...
Captology and Persuasion   B
Contact: BJ Fogg - bjfogg@stanford.edu
The Idea Comes Together
                             BJ          -   Dave   -   Dan




Contact: BJ Fogg - bjfogg@stanford...
Contact: BJ Fogg - bjfogg@stanford.edu   D
Curriculum (Alpha Version)
    3 Apps (!)                           Hoping to leverage . . .

    1. Virality             ...
...120 showed up
Contact: BJ Fogg - bjfogg@stanford.edu           R
...So we scared some students off.
Contact: BJ Fogg - bjfogg@stanford.edu
                                               B
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
Rob Fan
                                           Yee Lee




                   Jia Shen              Greg Schwartz
    ...
7 person teaching team

                                         73 students




Contact: BJ Fogg - bjfogg@stanford.edu   ...
Contact: BJ Fogg - bjfogg@stanford.edu   B
Contact: BJ Fogg - bjfogg@stanford.edu   D
Every class was exciting and surprising   D
Contact: BJ Fogg - bjfogg@stanford.edu
Students drove us forward   B
Contact: BJ Fogg - bjfogg@stanford.edu
Initial Success!!!   R
Contact: BJ Fogg - bjfogg@stanford.edu
Success Stories
Contact: BJ Fogg - bjfogg@stanford.edu                 R
Contact: BJ Fogg - bjfogg@stanford.edu   B
Students come together outside of class... D
Contact: BJ Fogg - bjfogg@stanford.edu
10 Million in 10 Weeks

   Total Installed Users: 20M+
      5 apps @ 1M+ users
      10 apps @ 100k users
      20 apps @...
Final Expo in December 2007

                               500+ people show up
Contact: BJ Fogg - bjfogg@stanford.edu    ...
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
BayCHI Student Presentation   B
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
Aftermath
       $500,000 - $1,000,000+ revenue generated since September

      At least 3 companies formed

      At lea...
More Successes
Contact: BJ Fogg - bjfogg@stanford.edu        R
Learnings from Stanford's FB Course

  #1. It's never too late to create a winning app
       When we launched course, ove...
Learnings from Stanford's FB Course

  #2. Simplicity & clarity are key to app success
       Apps need to be easily under...
Learnings from Stanford's FB Course

  #3. Speed & flexibility in launch & iterations
       Many crummy trials beat deep ...
Learnings from Stanford's FB Course

  #4. Community cooperation leads to success
       Students helped others a lot

   ...
Learnings from Stanford's FB Course

  #5. Individual opinions about app are worthless
       Don't be swayed by one perso...
Learnings from Stanford's FB Course

  #6. Copying success is a cheap/fast way to succeed
       Novelty isn't the best ap...
Learnings from Stanford's FB Course

  #7. Metrics do matter, but today's tools are too weak
       Of course, instrument ...
Learnings from Stanford's FB Course

  #8. You CAN learn to create a winning app
       Success with FB apps isn't luck or...
Learnings from Stanford's FB Course

  #9. Success comes from the Chaos / Control Cycle
  (This point incorporates many of...
BJ Fogg's
                                           Chaos/Control Cycle




                           Our process for in...
Learnings from Stanford's FB Course

  #10. Mass Interpersonal Persuasion is finally here
       A new form of persuasion ...
BJ Fogg - bjfogg@stanford.edu              see peace.stanford.edu for more


             A revolutionary new form of pers...
10 Million in 10 Weeks
             What Stanford Learned Building Facebook Apps
                   A Stanford Course duri...
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10 Million In 10 Weeks -- What Stanford Learned Building Facebook Apps

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Slides to share at GSP West in March 2008. We know these slides are not pretty. We did them in Google Docs as an experiment and didn't really polish the visuals.

Published in: Education, Technology

Transcript of "10 Million In 10 Weeks -- What Stanford Learned Building Facebook Apps"

  1. 1. 10 Million in 10 Weeks What Stanford Learned Building Facebook Apps A Stanford Course during Fall 2007 BJ Fogg, Ph.D. Dan Ackerman-Greenberg Rob Fan Graphing Social Patterns: March 2008 Contact: BJ Fogg - bjfogg@stanford.edu
  2. 2. 10 Million in 10 Weeks Total Installed Users: 20M+ 5 apps @ 1M+ users 10 apps @ 100k users 20 apps @ 5k users Total Daily Active Users (DAU): 925k 6 apps with ~ 100k DAU 10 apps with > 10k DAU 19 apps with > 500 DAU 6 Apps in Facebook Top 100 Top Apps (according to Adonomics): ~ $10M Contact: BJ Fogg - bjfogg@stanford.edu B
  3. 3. Captology and Persuasion B Contact: BJ Fogg - bjfogg@stanford.edu
  4. 4. The Idea Comes Together BJ - Dave - Dan Contact: BJ Fogg - bjfogg@stanford.edu B
  5. 5. Contact: BJ Fogg - bjfogg@stanford.edu D
  6. 6. Curriculum (Alpha Version) 3 Apps (!) Hoping to leverage . . . 1. Virality Huge reading list 2. Engagement Metrics-based grading 3. Education-focused Psychology of technology Expecting 20-40 students... Contact: BJ Fogg - bjfogg@stanford.edu D
  7. 7. ...120 showed up Contact: BJ Fogg - bjfogg@stanford.edu R
  8. 8. ...So we scared some students off. Contact: BJ Fogg - bjfogg@stanford.edu B
  9. 9. Contact: BJ Fogg - bjfogg@stanford.edu
  10. 10. Contact: BJ Fogg - bjfogg@stanford.edu
  11. 11. Rob Fan Yee Lee Jia Shen Greg Schwartz ...and brought in more help! Contact: BJ Fogg - bjfogg@stanford.edu D
  12. 12. 7 person teaching team 73 students Contact: BJ Fogg - bjfogg@stanford.edu B
  13. 13. Contact: BJ Fogg - bjfogg@stanford.edu B
  14. 14. Contact: BJ Fogg - bjfogg@stanford.edu D
  15. 15. Every class was exciting and surprising D Contact: BJ Fogg - bjfogg@stanford.edu
  16. 16. Students drove us forward B Contact: BJ Fogg - bjfogg@stanford.edu
  17. 17. Initial Success!!! R Contact: BJ Fogg - bjfogg@stanford.edu
  18. 18. Success Stories Contact: BJ Fogg - bjfogg@stanford.edu R
  19. 19. Contact: BJ Fogg - bjfogg@stanford.edu B
  20. 20. Students come together outside of class... D Contact: BJ Fogg - bjfogg@stanford.edu
  21. 21. 10 Million in 10 Weeks Total Installed Users: 20M+ 5 apps @ 1M+ users 10 apps @ 100k users 20 apps @ 5k users Total Daily Active Users (DAU): 925k 6 apps with ~ 100k DAU 10 apps with > 10k DAU 19 apps with > 500 DAU 5 Apps in Facebook Top 100 Top Apps (according to Adonomics): ~ $10M Contact: BJ Fogg - bjfogg@stanford.edu B
  22. 22. Final Expo in December 2007 500+ people show up Contact: BJ Fogg - bjfogg@stanford.edu R
  23. 23. Contact: BJ Fogg - bjfogg@stanford.edu
  24. 24. Contact: BJ Fogg - bjfogg@stanford.edu
  25. 25. Contact: BJ Fogg - bjfogg@stanford.edu
  26. 26. BayCHI Student Presentation B Contact: BJ Fogg - bjfogg@stanford.edu
  27. 27. Contact: BJ Fogg - bjfogg@stanford.edu
  28. 28. Aftermath $500,000 - $1,000,000+ revenue generated since September At least 3 companies formed At least 2 companies acquired More job offers than students can handle Dan drops out of school to work with Rob and 3 other students from the class Teach the class again soon Contact: BJ Fogg - bjfogg@stanford.edu D
  29. 29. More Successes Contact: BJ Fogg - bjfogg@stanford.edu R
  30. 30. Learnings from Stanford's FB Course #1. It's never too late to create a winning app When we launched course, over 6000 Facebook apps existed. 10 weeks later, our students had 6 apps in the top 100 Contact: BJ Fogg - bjfogg@stanford.edu
  31. 31. Learnings from Stanford's FB Course #2. Simplicity & clarity are key to app success Apps need to be easily understood (value prop) Apps need to be easy to use The wrong direction: Clever names Lots of features Contact: BJ Fogg - bjfogg@stanford.edu
  32. 32. Learnings from Stanford's FB Course #3. Speed & flexibility in launch & iterations Many crummy trials beat deep thinking Flexibility beats quality Deadly: Getting too attached to one app idea. Contact: BJ Fogg - bjfogg@stanford.edu
  33. 33. Learnings from Stanford's FB Course #4. Community cooperation leads to success Students helped others a lot Sharing code, tips, insights . . . all were present in course. Contact: BJ Fogg - bjfogg@stanford.edu
  34. 34. Learnings from Stanford's FB Course #5. Individual opinions about app are worthless Don't be swayed by one person's opinion. Just get the app out there and see what happens . . . Despite everyone's supposed quot;brilliancequot; . . . Often what seemed like a killer idea didn't work. Sometimes what seemed stupid worked very well. Contact: BJ Fogg - bjfogg@stanford.edu
  35. 35. Learnings from Stanford's FB Course #6. Copying success is a cheap/fast way to succeed Novelty isn't the best approach to apps If you're desperate for a win, just copy something that's working Flipside: If your app is doing well, expect imitators. Contact: BJ Fogg - bjfogg@stanford.edu
  36. 36. Learnings from Stanford's FB Course #7. Metrics do matter, but today's tools are too weak Of course, instrument your apps to track viral aspects No one offers a winning metrics package (yet) -- not even GA Our experience: Students often had to tweak GA and also create their own metrics tools. Contact: BJ Fogg - bjfogg@stanford.edu
  37. 37. Learnings from Stanford's FB Course #8. You CAN learn to create a winning app Success with FB apps isn't luck or magic Many Stanford teams succeeded Teams who failed at first later created excellent apps (like Oregon Trail) Contact: BJ Fogg - bjfogg@stanford.edu
  38. 38. Learnings from Stanford's FB Course #9. Success comes from the Chaos / Control Cycle (This point incorporates many of the previous points) Successful innovation is a process. BJ Fogg's Chaos/Control Cycle Contact: BJ Fogg - bjfogg@stanford.edu
  39. 39. BJ Fogg's Chaos/Control Cycle Our process for innovation Contact: BJ Fogg - bjfogg@stanford.edu
  40. 40. Learnings from Stanford's FB Course #10. Mass Interpersonal Persuasion is finally here A new form of persuasion emerged in 2007 This is a big deal (nothing as important since radio over 100 years ago) Implications: We can now do things never before possible, like 16 million installs in 10 weeks. But even more significant applications are ahead of use (like world peace). Or . . . You can make lots of money quickly, if that's your goal. Contact: BJ Fogg - bjfogg@stanford.edu
  41. 41. BJ Fogg - bjfogg@stanford.edu see peace.stanford.edu for more A revolutionary new form of persuasion
  42. 42. 10 Million in 10 Weeks What Stanford Learned Building Facebook Apps A Stanford Course during Fall 2007 BJ Fogg, Ph.D. Dan Ackerman-Greenberg Rob Fan Contact: BJ Fogg - bjfogg@stanford.edu

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