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?

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)

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

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 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!

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

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

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

Design: Monday 7/23

Implementation: 7/23-7/29

Deployed: Monday 7/30

Advertising: Tuesday 7/31 100K users

Growth: 4 weeks

CBS

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

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

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]

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]