Facebook Big Pimping: Using Social Networks & Platforms to Drive Content & App Distribution

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High-level presentation on Facebook; use of social networks & platforms for content & app distribution. (rough draft)

High-level presentation on Facebook; use of social networks & platforms for content & app distribution. (rough draft)

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  • 1. Facebook Big Pimping: Using Social Networks & Platforms to Drive Content & App Distribution Dave McClure 500 Hats 08/01/08
  • 2. 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?
  • 3. 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
  • 4. Social Networks: Profiles, Pages, Friends Lists
  • 5. 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
  • 6. Social Content: Wall, Notes, Photos, Videos
  • 7. 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
  • 8. Social Gestures: Tagging, Poking, Notifications
  • 9. 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
  • 10. Viral Channels: Feeds, Email, Profiles
  • 11. 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
  • 12. 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)
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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)