Inside Facebook Applications July2007

Slide 1: Inside Facebook Applications Presented by Greg Narain July 2007

Slide 2: The Opportunity Why is the Internet increasingly obsessed with Facebook? July 2007

Slide 3: What is Facebook? “a social utility that connects you with the people around you.” July 2007

Slide 4: Facebook Growth • More than 30M active users* • More than 100K new registrations daily • Avg. 3% weekly growth • 35% growth since launching applications July 2007

Slide 5: Facebook Growth July 2007

Slide 6: Facebook Users • Over 47K regional, work, collegiate & high school networks • More than 50% of Facebook users are outside of college • The fastest growing demographic is those 25 years old and older • Maintains 85% market share of 4-year U.S. universities July 2007

Slide 7: Enter Applications • Facebook launched Facebook Applications in May 2007 • Created a massive virtual pegboard for 3rd party widgets and applications • Application growth is tremendous July 2007

Slide 8: Viral Growth “The viral loop of people inviting each other to most social networks revolves around a user posting a widget to their page and having friends see their page. The viral loops for Facebook (there are multiple) revolve around the news feed, the mini-feed and the invite request. Not around people coming to your page and interacting with it” - Lance Tokuda, CEO, RockYou July 2007

Slide 9: Explosive Growth July 2007

Slide 10: Explosive Growth July 2007

Slide 11: Explosive Growth 65M Apps Installed 2.5 Apps / User (June 2007) July 2007

Slide 12: Open Opportunity • Facebook applications can embed advertising and sponsorship - no revenue sharing • Facebook applications can run from your servers giving you accountability and metrics • Facebook applications can drive memberships and traffic for your properties July 2007

Slide 13: Competitive Space • 1000+ applications in the Application Directory • 100s new applications pending • 100s applications in the Underground Directory • 40K registered developers July 2007

Slide 14: The Framework How are Facebook Applications built? July 2007

Slide 15: Anatomy of an Application Facebook applications can take on many different forms Left Navigation Bar July 2007

Slide 16: Anatomy of an Application Facebook applications can take on many different forms Main Canvas July 2007

Slide 17: Anatomy of an Application Facebook applications can take on many different forms Profile Box July 2007

Slide 18: Wealth of Data • Relationship Status • Education & Employment Data • Geographic Data • Interests & Affinities • Not their contact information though! July 2007

Slide 19: Mass Communication • News Feed - seen by all friends • Mini Feed - seen by profile visitors • Messages - direct messages between users • Forums - focused around applications July 2007

Slide 20: The Strategy How do we build our own apps? July 2007

Slide 21: Leverage The System • Network - each user brings with them a network of friends that can become involved • Media - Facebook stores media for users that can be re-combined • Applications - emerging crops of applications provide opportunities for cross- pollination July 2007

Slide 22: Source the Crowd • Build something interesting - since nestled in a social networking context, apps must be social • Consider the edges - new ideas can often emerge by considering the edge cases of your core business • Be an iceberg - while most apps are purely entertaining now, more complex ones are expected; offer great value and power below the surface July 2007

Slide 23: Follow the Leaders • Q & A - provide users with a way to poll their networks and yours for answers to questions • Gaming/Rating - provide users with a way to interact with data in new and interesting ways • Application Lite - provide a lightweight version of your site or service via the Facebook platform • Entertainment - provide the user with a method to entertain themselves and their friends July 2007

Slide 24: Contact • Blue Whale Labs – http://bluewhalelabs.com/ – info@bluewhalelabs.com July 2007