Facebook Big Pimping: Using Social Networks & Platforms to Drive Content & App Distribution Dave McClure 500 Hats 08/01/08

Overview Social Networks enable Viral Distribution of Content & Apps via Friends Lists + 1) Messaging, 2) Profile Surfing, 3) News Feeds Social “Gestures” & Communication (pokes, wall posts, emails) drive User Engagement & Distribution Social Content (notes, photos, videos) can be “tagged” with people data that also drives User Engagement & Distribution Social Applications are “carriers” for Content & Communication Facebook Connect enables “data portability” for logins, profile data, friend lists, and other social network content, data, & applications Facebook Payments is coming… soon?

Social Networks enable Viral Distribution of Content & Apps via Friends Lists + 1) Messaging, 2) Profile Surfing, 3) News Feeds

Social “Gestures” & Communication (pokes, wall posts, emails) drive User Engagement & Distribution

Social Content (notes, photos, videos) can be “tagged” with people data that also drives User Engagement & Distribution

Social Applications are “carriers” for Content & Communication

Facebook Connect enables “data portability” for logins, profile data, friend lists, and other social network content, data, & applications

Facebook Payments is coming… soon?

Overview Social Networks: Profiles, Pages, Friend Lists Social Content: Notes, Photos, Videos, etc Social Gestures: Tagging, Poking, Notifications Viral Channels: Feeds, Email, Profiles Facebook Platform: Apps & APIs Facebook Connect, Facebook Payments Summary

Social Networks: Profiles, Pages, Friend Lists

Social Content: Notes, Photos, Videos, etc

Social Gestures: Tagging, Poking, Notifications

Viral Channels: Feeds, Email, Profiles

Facebook Platform: Apps & APIs

Facebook Connect, Facebook Payments

Summary

Social Networks: Profiles, Pages, Friends Lists

Overview Social Networks: Profiles, Pages, Friend Lists Social Content: Notes, Photos, Videos, etc Social Gestures: Tagging, Poking, Notifications Viral Channels: Feeds, Email, Profiles Facebook Platform: Apps & APIs Facebook Connect, Facebook Payments Summary

Social Networks: Profiles, Pages, Friend Lists

Social Content: Notes, Photos, Videos, etc

Social Gestures: Tagging, Poking, Notifications

Viral Channels: Feeds, Email, Profiles

Facebook Platform: Apps & APIs

Facebook Connect, Facebook Payments

Summary

Social Content: Wall, Notes, Photos, Videos

Overview Social Networks: Profiles, Pages, Friend Lists Social Content: Notes, Photos, Videos, etc Social Gestures: Tagging, Poking, Notifications Viral Channels: Feeds, Email, Profiles Facebook Platform: Apps & APIs Facebook Connect, Facebook Payments Summary

Social Networks: Profiles, Pages, Friend Lists

Social Content: Notes, Photos, Videos, etc

Social Gestures: Tagging, Poking, Notifications

Viral Channels: Feeds, Email, Profiles

Facebook Platform: Apps & APIs

Facebook Connect, Facebook Payments

Summary

Social Gestures: Tagging, Poking, Notifications

Overview Social Networks: Profiles, Pages, Friend Lists Social Content: Notes, Photos, Videos, etc Social Gestures: Tagging, Poking, Notifications Viral Channels: Feeds, Email, Profiles Facebook Platform: Apps & APIs Facebook Connect, Facebook Payments Summary

Social Networks: Profiles, Pages, Friend Lists

Social Content: Notes, Photos, Videos, etc

Social Gestures: Tagging, Poking, Notifications

Viral Channels: Feeds, Email, Profiles

Facebook Platform: Apps & APIs

Facebook Connect, Facebook Payments

Summary

Viral Channels: Feeds, Email, Profiles

Overview Social Networks: Profiles, Pages, Friend Lists Social Content: Notes, Photos, Videos, etc Social Gestures: Tagging, Poking, Notifications Viral Channels: Feeds, Email, Profiles Facebook Platform: Apps & APIs Facebook Connect, Facebook Payments Summary

Social Networks: Profiles, Pages, Friend Lists

Social Content: Notes, Photos, Videos, etc

Social Gestures: Tagging, Poking, Notifications

Viral Channels: Feeds, Email, Profiles

Facebook Platform: Apps & APIs

Facebook Connect, Facebook Payments

Summary

Facebook Platform & Apps Platform launch May 2007 -> Thousands of Apps; Millions of Users Hosted app environment for simple, lightweight apps Apps are “aware” of user profile data, friend lists, other platform content Simple, powerful language abstraction using FBML / FQL Use of Email, Notifications, Profiles, Feeds to drive distribution Massive adoption by developer & user community… but, Mostly simple, viral (spammy?), distribution-focused apps SuperWall / FunWall knock-offs Poke / Communication / Flirting Apps / Quiz Apps Lots of Profile Bling A few highly-engaging apps Category winners: iLike, Flixster, Virtual Bookshelf, Where I’ve Been Social Games: Scrabulous, Jetman, Oregon Trail (SGN, Zynga, Serious Bizness) A few brand-oriented & productivity-oriented apps “ Branded-experience” apps Monetization via Ad Networks (Social Media, Lookery, Offerpal, Buddy Media)

Platform launch May 2007 -> Thousands of Apps; Millions of Users

Hosted app environment for simple, lightweight apps

Apps are “aware” of user profile data, friend lists, other platform content

Simple, powerful language abstraction using FBML / FQL

Use of Email, Notifications, Profiles, Feeds to drive distribution

Massive adoption by developer & user community… but,

Mostly simple, viral (spammy?), distribution-focused apps

SuperWall / FunWall knock-offs

Poke / Communication / Flirting Apps / Quiz Apps

Lots of Profile Bling

A few highly-engaging apps

Category winners: iLike, Flixster, Virtual Bookshelf, Where I’ve Been

Social Games: Scrabulous, Jetman, Oregon Trail (SGN, Zynga, Serious Bizness)

A few brand-oriented & productivity-oriented apps

“ Branded-experience” apps

Monetization via Ad Networks (Social Media, Lookery, Offerpal, Buddy Media)

Overview Social Networks: Profiles, Pages, Friend Lists Social Content: Notes, Photos, Videos, etc Social Gestures: Tagging, Poking, Notifications Viral Channels: Feeds, Email, Profiles Facebook Platform: Apps & APIs Facebook Connect, Facebook Payments Summary

Social Networks: Profiles, Pages, Friend Lists

Social Content: Notes, Photos, Videos, etc

Social Gestures: Tagging, Poking, Notifications

Viral Channels: Feeds, Email, Profiles

Facebook Platform: Apps & APIs

Facebook Connect, Facebook Payments

Summary

Facebook Connect, Facebook Payments Facebook Connect Standardized User Login for use OFF-Platform (outside Facebook) Access to ON-Platform data (user profiles, friend lists) “ Data Portability” -> take my network with me, anywhere on the web Lightweight app framework for use OFF-network Possibility : 100M+ users across the web; “1-click” login / “always logged in Internet”, use of FB Connect use by branded sites & retailers Facebook Payments Not launched yet; “coming soon” (guesstimate = 3-6 months) On-platform payment option (wallet? Micro-transactions?) Off-platform payment option (via FB Connect) Possibility : Social Commerce, “Viral” Products / Digital Goods

Facebook Connect

Standardized User Login for use OFF-Platform (outside Facebook)

Access to ON-Platform data (user profiles, friend lists)

“ Data Portability” -> take my network with me, anywhere on the web

Lightweight app framework for use OFF-network

Possibility : 100M+ users across the web; “1-click” login / “always logged in Internet”, use of FB Connect use by branded sites & retailers

Facebook Payments

Not launched yet; “coming soon” (guesstimate = 3-6 months)

On-platform payment option (wallet? Micro-transactions?)

Off-platform payment option (via FB Connect)

Possibility : Social Commerce, “Viral” Products / Digital Goods

Overview Social Networks: Profiles, Pages, Friend Lists Social Content: Notes, Photos, Videos, etc Social Gestures: Tagging, Poking, Notifications Viral Channels: Feeds, Email, Profiles Facebook Platform: Apps & APIs Facebook Connect, Facebook Payments Summary

Social Networks: Profiles, Pages, Friend Lists

Social Content: Notes, Photos, Videos, etc

Social Gestures: Tagging, Poking, Notifications

Viral Channels: Feeds, Email, Profiles

Facebook Platform: Apps & APIs

Facebook Connect, Facebook Payments

Summary

Summary Social Network Profiles & Pages for Companies, Products, Brands “ Social” Content Creation & Distribution via Viral Channels, Tagging Branded App Creation, Distribution using Social Network Platforms “ Advertising 2.0” via social apps & content, user profile data & targeting FB Connect for user logins, access to user profile data & friend lists “ Social Commerce” using FB Connect + FB Payments Branded Content & App distribution via social networks & platforms

Social Network Profiles & Pages for Companies, Products, Brands

“ Social” Content Creation & Distribution via Viral Channels, Tagging

Branded App Creation, Distribution using Social Network Platforms

“ Advertising 2.0” via social apps & content, user profile data & targeting

FB Connect for user logins, access to user profile data & friend lists

“ Social Commerce” using FB Connect + FB Payments

Branded Content & App distribution via social networks & platforms

Links & Resources Dave McClure: Master of 500 Hats 7 Steps to Your Facebook Strategy (TechCrunch) Second Age of Aquarius: Facebook Connect + Facebook Payments (Social Sign-on + Viral E-Commerce) Memo to Google, Yahoo, Microsoft, & AOL: How to Turn 500M email logins into Facebook Platform (& a Crapload of Revenue) Web 3.0 isn't the Semantic Web, it's Hailstorm 2.0 (Why it Matters & How Microsoft-Yahoo can beat Google) Business Models for Social Networks: Monetizing Social Capital, The Long Tail of Cool, & The Friends List Other Smart Folks Developer incentives in social networking platforms (Max Levchin) The Future of Social Networks (Charlene Li, Forrester Research) Viral Marketing & Advertising Strategies for Social Networks (Kevin Barenblat, Context Optional) Facebook Marketing Bible: Marketing Your Brand, Company, Product, or Service Inside Facebook (Justin Smith, InsideFacebook.com ) What's your Viral Loop? (Andrew Chen, Futuristic Play) SocialTimes.com , AllFacebook.com (Nick O’Neill) Graphing Social Patterns East & West Conferences (O’Reilly Media)

Dave McClure: Master of 500 Hats

7 Steps to Your Facebook Strategy (TechCrunch)

Second Age of Aquarius: Facebook Connect + Facebook Payments (Social Sign-on + Viral E-Commerce)

Memo to Google, Yahoo, Microsoft, & AOL: How to Turn 500M email logins into Facebook Platform (& a Crapload of Revenue)

Web 3.0 isn't the Semantic Web, it's Hailstorm 2.0 (Why it Matters & How Microsoft-Yahoo can beat Google)

Business Models for Social Networks: Monetizing Social Capital, The Long Tail of Cool, & The Friends List

Other Smart Folks

Developer incentives in social networking platforms (Max Levchin)

The Future of Social Networks (Charlene Li, Forrester Research)

Viral Marketing & Advertising Strategies for Social Networks (Kevin Barenblat, Context Optional)

Facebook Marketing Bible: Marketing Your Brand, Company, Product, or Service Inside Facebook (Justin Smith, InsideFacebook.com )

What's your Viral Loop? (Andrew Chen, Futuristic Play)

SocialTimes.com , AllFacebook.com (Nick O’Neill)

Graphing Social Patterns East & West Conferences (O’Reilly Media)