rock you it’s all you!
RockYou is the leading provider  of social network applications <ul><li>Invented the Space </li></ul><ul><li>Double Digit ...
Application Development by the numbers <ul><li>Marketing / Validation </li></ul><ul><li>Growth </li></ul><ul><li>Engagemen...
Application Phases <ul><li>Marketing / Validation </li></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Messaging </li...
Application Verticals <ul><li>Channel – Superwall, HugMe </li></ul><ul><li>Content – Flixster, iLike, Watercooler </li></u...
Audience Skew heavily to teen and young adult women—brand influencers
Facebook Channels <ul><li>News Feed </li></ul><ul><li>Notifications </li></ul><ul><li>Email </li></ul><ul><li>Profile </li...
Messaging <ul><li>What are the call to actions </li></ul>
Application Phases <ul><li>Growth </li></ul><ul><ul><li>Break viral barrier </li></ul></ul><ul><ul><li>Tune growth (Instal...
Viral Multiplier <ul><li>App grows without promotion </li></ul><ul><li>1 user causes at least 1 user to install </li></ul>
Tuning <ul><li>Track everything. Graph it, trend it. </li></ul><ul><li>Notification / Invite Allocations </li></ul><ul><li...
Application Phases <ul><li>Engagement </li></ul><ul><ul><li>Saturated social circles </li></ul></ul><ul><ul><li>Tune for e...
Virality vs Engagement <ul><li>Virality </li></ul><ul><ul><li>Grow outside of core group of users </li></ul></ul><ul><ul><...
Virality vs Engagement <ul><li>Engagement </li></ul><ul><ul><li>Build user experience </li></ul></ul><ul><ul><li>Increase ...
Facebook Channels <ul><li>News Feed </li></ul><ul><li>Notifications </li></ul><ul><li>Email </li></ul><ul><li>Profile </li...
Open Social What’s a Platform <ul><li>Ability to Add Functionality </li></ul><ul><li>Distribution </li></ul><ul><li>Moneti...
The Open Social Challenge <ul><li>Different audience </li></ul><ul><ul><li>Huge audience! </li></ul></ul><ul><ul><li>Promi...
The Networks <ul><li>MySpace </li></ul><ul><ul><li>US (international later) </li></ul></ul><ul><ul><li>In profile </li></u...
Open Social Channels <ul><li>News Feed </li></ul><ul><ul><li>Infancy </li></ul></ul><ul><li>Profile </li></ul><ul><li>Main...
Application Verticals <ul><li>Channel – Superwall, HugMe </li></ul><ul><li>Content  – Flixster, iLike, Watercooler </li></...
What’s the plan? <ul><li>No different than Facebook launch </li></ul><ul><li>Practice agile development </li></ul><ul><li>...
<ul><li>The End </li></ul>
Facebook Demo Quantcast
MySpace Info Quantcast
Additional Characteristics <ul><li>Development Cost </li></ul><ul><li>Maintenance </li></ul><ul><li>Stickiness </li></ul><...
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Social App Dev 101: Elements of Style (Jia Shen)

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Jia Shen's presentation on Social App Development from Graphing Social Patterns West 2008

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Social App Dev 101: Elements of Style (Jia Shen)

  1. rock you it’s all you!
  2. RockYou is the leading provider of social network applications <ul><li>Invented the Space </li></ul><ul><li>Double Digit penetration across leading social networks (MySpace, Facebook, Bebo..) </li></ul><ul><li>105 Million Uniques </li></ul><ul><li>1.5 Billion Pageviews </li></ul><ul><li>150+Million Widget views a day </li></ul>
  3. Application Development by the numbers <ul><li>Marketing / Validation </li></ul><ul><li>Growth </li></ul><ul><li>Engagement </li></ul>
  4. Application Phases <ul><li>Marketing / Validation </li></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Messaging </li></ul></ul><ul><ul><li>Channels </li></ul></ul>
  5. Application Verticals <ul><li>Channel – Superwall, HugMe </li></ul><ul><li>Content – Flixster, iLike, Watercooler </li></ul><ul><li>Quiz – Likeness, Flixster, Compare Ppl </li></ul><ul><li>Games – Zombies, FluffFriends, SpeedRacer </li></ul><ul><li>Gifts – Grow-a-gift, Free Gifts </li></ul><ul><li>Self Expression – Cities I’ve Visitied, Bumper Sticker </li></ul>
  6. Audience Skew heavily to teen and young adult women—brand influencers
  7. Facebook Channels <ul><li>News Feed </li></ul><ul><li>Notifications </li></ul><ul><li>Email </li></ul><ul><li>Profile </li></ul><ul><li>Invites </li></ul><ul><li>Profile Action </li></ul><ul><li>Non-user pages </li></ul><ul><li>Profile Action </li></ul>
  8. Messaging <ul><li>What are the call to actions </li></ul>
  9. Application Phases <ul><li>Growth </li></ul><ul><ul><li>Break viral barrier </li></ul></ul><ul><ul><li>Tune growth (Install vs uninstall) </li></ul></ul>
  10. Viral Multiplier <ul><li>App grows without promotion </li></ul><ul><li>1 user causes at least 1 user to install </li></ul>
  11. Tuning <ul><li>Track everything. Graph it, trend it. </li></ul><ul><li>Notification / Invite Allocations </li></ul><ul><li>Notification spam blocking </li></ul>
  12. Application Phases <ul><li>Engagement </li></ul><ul><ul><li>Saturated social circles </li></ul></ul><ul><ul><li>Tune for experience </li></ul></ul>
  13. Virality vs Engagement <ul><li>Virality </li></ul><ul><ul><li>Grow outside of core group of users </li></ul></ul><ul><ul><li>Get users to spread to others </li></ul></ul><ul><ul><li>Don’t hurt user experience </li></ul></ul>
  14. Virality vs Engagement <ul><li>Engagement </li></ul><ul><ul><li>Build user experience </li></ul></ul><ul><ul><li>Increase pageviews and loyalty </li></ul></ul><ul><ul><li>Build stickiness </li></ul></ul><ul><ul><li>Continue growth </li></ul></ul><ul><ul><li>Prevent uninstalls </li></ul></ul><ul><ul><li>Monetize (use Rockyou!) </li></ul></ul>
  15. Facebook Channels <ul><li>News Feed </li></ul><ul><li>Notifications </li></ul><ul><li>Email </li></ul><ul><li>Profile </li></ul><ul><li>Invites </li></ul><ul><li>Profile Action </li></ul><ul><li>Non-user pages </li></ul><ul><li>Profile Action </li></ul>
  16. Open Social What’s a Platform <ul><li>Ability to Add Functionality </li></ul><ul><li>Distribution </li></ul><ul><li>Monetization </li></ul>
  17. The Open Social Challenge <ul><li>Different audience </li></ul><ul><ul><li>Huge audience! </li></ul></ul><ul><ul><li>Promiscuity factor </li></ul></ul><ul><li>Different use model </li></ul><ul><ul><li>Profile vs News Feed </li></ul></ul><ul><li>Viral channels </li></ul><ul><ul><li>Whats effective? </li></ul></ul><ul><li>Directory </li></ul><ul><ul><li>Not repeatable source of growth </li></ul></ul>
  18. The Networks <ul><li>MySpace </li></ul><ul><ul><li>US (international later) </li></ul></ul><ul><ul><li>In profile </li></ul></ul><ul><li>Orkut </li></ul><ul><ul><li>Brazil, India </li></ul></ul><ul><ul><li>Scrapbook big </li></ul></ul><ul><li>Hi5 </li></ul><ul><ul><li>Spanish speaking </li></ul></ul><ul><ul><li>In profile </li></ul></ul>
  19. Open Social Channels <ul><li>News Feed </li></ul><ul><ul><li>Infancy </li></ul></ul><ul><li>Profile </li></ul><ul><li>Main Page </li></ul><ul><li>Bulletins </li></ul><ul><li>Messaging / Invites (TBD) </li></ul><ul><li>Non-user pages </li></ul><ul><li>A lot in the air </li></ul>
  20. Application Verticals <ul><li>Channel – Superwall, HugMe </li></ul><ul><li>Content – Flixster, iLike, Watercooler </li></ul><ul><li>Quiz – Likeness, Flixster, Compare Ppl </li></ul><ul><li>Games – Zombies, FluffFriends, SpeedRacer </li></ul><ul><li>Gifts – Grow-a-gift, Free Gifts </li></ul><ul><li>Self Expression – Cities I’ve Visitied, Bumper Sticker </li></ul>
  21. What’s the plan? <ul><li>No different than Facebook launch </li></ul><ul><li>Practice agile development </li></ul><ul><li>Focus on demographic </li></ul><ul><li>Whats already there? </li></ul><ul><li>Instrument for virality </li></ul><ul><li>Focus on Apps that aren’t dependent on viral </li></ul>
  22. <ul><li>The End </li></ul>
  23. Facebook Demo Quantcast
  24. MySpace Info Quantcast
  25. Additional Characteristics <ul><li>Development Cost </li></ul><ul><li>Maintenance </li></ul><ul><li>Stickiness </li></ul><ul><li>Openness </li></ul>

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