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Karl Bunyan

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Presentation for the Facebook Developer Garage 2009

Presentation for the Facebook Developer Garage 2009


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Transcript

  • 1. Good idea but poor execution?
  • 2.
    • A common Facebook app problem:
    • You have a good app idea
    • You’re convinced users will love it
    • You design it, build it and launch it
    • … and nobody uses it
    • So was it a good idea?
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 3.
    • Some reasons an app may fail
    • It wasn’t a good idea after all
    • There’s a better version out there
    • No viral loop or marketing
    • You haven’t reached the right users
    • You didn’t implement it very well
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 4.
    • Some reasons an app may fail
    • It wasn’t a good idea after all
    • There’s a better version out there
    • No viral loop or marketing
    • You haven’t reached the right users
    • You didn’t implement it very well
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 5.
    • The importance of
    • post-launch tuning
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 6.
    • Write developer monetisation tools
    • Headliners (banner ads) for Social Cash
    • Develop applications:
    • Soccer Stars (20k MAU, 3k daily)
    • Six Degrees of Separation (RIP)
    • Four in a Row (155k MAU, 10-15k daily)
    • And various other partial successes and complete failures
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 7.
    • Salvaging a crappy app from failure
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 8.
    • “ Four in a Row”
    • Sold by Hasbro as Connect Four®
      • But they didn’t invent it
      • Which means I can build it
    • A game with proven popularity
    • Existing competition on Facebook not good
    • Fairly easy to build
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 9.
    • Core app features
    • Start games against friends
    • Play games at different speeds
      • either real-time or asynchronous
    • Make “open” challenges that anyone can accept
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 10. 11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Homepage Games in progress Challenges sent and received Leaderboard Lets you start a new game
  • 11. 11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Game page When it’s your turn, drop a counter into a column
  • 12.
    • Early traffic results
    • Sent 96 clicks
      • At a cost of around $40
    • Had 75 app installs
    • Only 24 games played
    • Only 1 in 3 users even started a game
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 13.
    • Why wasn’t it working?
    • It wasn’t a good idea after all? - possibly
    • There’s a better version out there? – nope, the competition isn’t up to much
    • No viral loop or marketing? – I’m buying clicks from Facebook
    • Haven’t reached the right users? – unlikely, targeting people who like board games
    • I didn’t implement it very well??? – surely not…?
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 14.
    • Another look at the homepage
    • Why aren’t users starting games?
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 15. 11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Homepage, as possibly seen by a new user What do I do here? How long is a good time per move? What does it even mean? What’s this showing me? Oh, nothing yet. What’s this? It looks scary. What will I get myself into?
  • 16. 11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Homepage, as possibly seen by a new user What do I do here? How long is a good time per move? What does it even mean? What’s this showing me? Oh, nothing yet. What’s this? It looks scary. What will I get myself into?
  • 17.
    • How to fix it
    • Get users playing games more quickly
      • Just drop them in a game
    • Take away the decision-making process
      • Just drop them in a game
    • Remove the social barriers for new users to make and accept challenges
      • Just drop them in a game
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 18. 11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Game page Geared towards getting users into a game asap
  • 19. 11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Game page I play a game now? I reckon so A quick game? In case I missed the other button Play a friend Type their name and send Play against an online friend Like an invite, but in a low-key way and more immediate
  • 20.
    • Much more wondrous statistics
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Version 1 Version 2 Date New users Paid clicks # Games 15/09/2009 75 96 24 16/09/2009 187 135 281 17/09/2009 292 145 463 18/09/2009 252 176 815 19/09/2009 273 173 1117  … .  … .   … .   … . 15/10/2009 3999 0 24805 16/10/2009 4270 0 27276 17/10/2009 5714 0 33921
  • 21.
    • If the idea is good then the implementation may be wrong
    • Measure as much as you can so you know the weak points
    • Version 1 is only half way there
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  • 22.
    • [email_address]
    • twitter.com/karlbunyan
    • apps.facebook.com/playfourinarow
    11/12/09 Confidential. Copyright (c) 2009 by SocialCash.