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

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?

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, Friends Lists

Overview
Summary

Social Content: Wall, Notes, Photos, Videos

Overview
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)

Overview
Summary

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
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

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)

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

by Dave McClure on Aug 01, 2008

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