The Facebook Platform: Apps, APIs, & The Social Graph

The Facebook Platform: Apps, APIs, & The Social Graph Lance Tokuda, RockYou! 10/7/07

Agenda
What is an App?
Facebook Apps versus MySpace Widgets
Brand distribution on the Facebook Platform

What is an App?

What is an App? Invite News Feed

What is an App? Install App
API access to user info
demographics
social graph (friends)

What is an App? Invite friends

What is an App? Call to action for friends

What is an App? Applications link Profile link Profile box

MySpace Widgets versus Facebook Apps
Apps support engagement with friends
Apps are more viral
Third party distribution is allowed

Brand distribution on the Facebook Platform
Building an app
Growing apps virally
Ad support and partnership

Building Super Wall
Concept: Friday 6/15
Design: Friday 6/15
Implementation: 6/15-6/17
Deployed: Monday 6/18, 4AM
Advertising: Tuesday 6/18, 118K users
Viral growth: 3 weeks
2 Million Users!

Growing apps virally Networks with API access to friends give you 7x more distribution

Without API – OLD WAY Casino Royale, Sony Pictures Slideshow add-on 75K created (30 days) Leigh Nash, Nettwerk Records Slideshow add-on 150K created (30 days) Horoscope, Frengo 300K created (30 days)

With API – NEW WAY Horoscope, Frengo 2M created (30 days) 7x more Music Videos, Yahoo! 1M created (30 days) We recommend the new way! Facebook now and others coming soon Resident Evil, Sony 1M entries (30 days)

Adoption is hard Only 1% of all apps hit 1M users

Ad support and partnership Example promotion Yahoo! Music Videos 1M

Music Videos (Yahoo!)

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

Complete Cycle: Yahoo! Music
Design: Monday 7/23
Implementation: 7/23-7/29
Deployed: Monday 7/30
Advertising: Tuesday 7/31 100K users
Growth: 4 weeks
1M Users

CBS 3 days versus 3 months

Key Takeaways
Facebook is the best distribution platform
7x better
Distribution is still hard
only 1% succeed
Third party distribution enables App success
not supported on other networks
Recommend focus on Apps versus Flash widgets

About RockYou! RockYou is the leading provider of widget engagement with over 20M daily page views and growing* * see daily Quantified Publisher traffic numbers reported on Quantcast.com

Contact Info
Ro Choy, VP Business Development
[email_address]
To inquire about advertising your app
[email_address]
Got a successful app and want to generate more revenue?
Join our publisher network!
[email_address]

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The Facebook Platform: Apps, APIs, & The Social Graph

by Dave McClure on Oct 13, 2007

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