Facebook App Dev 201 App Launch Distrib

Slide 1: Workshop: Launching & Distributing Your App Jia Shen - RockYou! Oct 7th 2007

Slide 2: Experience • Done an Application before? • Took “Intro to Platform” Class? • Developers / Business

Slide 3: Launching & Distributing Your App • Who’s RockYou? • Application Overview – Quickstart – Creating Application – Publishing It • Application Details – Tracking • Page • Invite • Uninstall – Debugging • In page debugging • Write to file • http logs – Scaling • Database • Application • Facebook Caching • Amazon • CDN’s – Promoting • Ad networks

Slide 4: RockYou is the leader in self- expression widgets • Double Digit penetration across leading social networks (MySpace, Facebook, Bebo..) • 35 Million Uniques • 43 Million Widget Uniques • 430 Million Pageviews • 150+Million widget views a day • 450k widgets created a day

Slide 5: Facebook Applications Users Engagement/D ay X Me 9MM 1MM Super Wall 10MM 1.1MM Likeness 9MM 700k Zombies 3.7MM220k Vampires 3.5MM300k And More! Emote, Music Videos, Slideshows, Horoscopes, Chuck Norris, Pets

Slide 6: RockYou! Widgets RockYou Games Slideshow VoiceMail FunNotes PhotoFX Corkboard GlitterText Razz Player Countdown Gizmoz Horoscopes

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)

Slide 8: Engagement (Facebook and others coming soon) Music Videos, Yahoo! 900K created (30 days) Horoscope, Frengo 2000K created (30 days) 7x more

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

Slide 10: “the top sites among teens have shifted to those providing assistance with social networking profiles” Nielsen/NetRatings Increasing Traffic on RockYou F8 Platform Launched

Slide 11: Quick Start • Developers Site – http://developers.facebook.com/ • Wiki – http://wiki.developers.facebook.com/

Slide 12: Quick Start - Creating Application • Add Developer Application • Create Application • Set API Keys

Slide 13: Quick Start - Publish It • Upload Graphics (icon, app icon, banner) • Set Description • Submit it

Slide 14: Tracking • Infinite Sessions • Page Views • Installs / Uninstalls • Invites Sent / Invites Opened

Slide 15: Tracking - Session • fb_sig_session_key – session key (hopefully infinite!) • fb_sig_user – uid • fb_sig_added – 1/0, has this application been added • fb_sig_time – current time, float seconds since epoch • fb_sig_friends – comma separated list of uids

Slide 16: Tracking – Page Views • Google Analytics • Quantcast • In House

Slide 17: Tracking - Installs • Post Add URL – Parameter pass through • Post Remove URL

Slide 18: Debugging • Environment - Developer / Production • In Page Debugging • Logging

Slide 19: Debugging – Environment • Have two applications • Use Facebook “Test Accounts” • Understand “Developer Mode” setting

Slide 20: Debugging – In Page • Developer View • Browser / AJAX – Firebug – Fiddler

Slide 21: Debugging - Logging • File Logging • Email Notifications • Benefits – Invisible Errors – Track Production Issues

Slide 22: Scaling • Facebook Caching • Basic Infrastructure • Hosting – CDN’s – Amazon

Slide 23: Scaling – Facebook Caching • Profile FBML • Image Caching • FB:Refs

Slide 24: Scaling – Infrastructure 2.5 Tiers • Facebook • Application / HTTP • Languages • Database

Slide 25: Promotion • Ad Networks • Viral Channels • Integration

Slide 26: Promotion - Ad Networks • 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

Slide 27: Music Videos (Yahoo!)

Slide 28: Music Videos (Yahoo! and RockYou) 1. Viral tuning 2. Integration with major apps 1. Promotion on RockYou Ad Network

Slide 29: 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

Slide 30: Exercise 1 – Create an App • Print “Hello world” on Canvas Page • Give it a cool name • Give Side Nav link • PHP only =(

Slide 31: Exercise 2 – Track an App • Add Invite to application • Print infinite session • Log uninstall

Slide 32: Jobs! – We’re Hiring jia@rockyou.com Developers Product Managers

Slide 33: Contact Jia Shen, CTO / Founder jia@rockyou.com Ro Choy, VP of Business Development ro@rockyou.com