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Facebook Developers Garage March 25 2009 2   Jia Shen
 

Facebook Developers Garage March 25 2009 2 Jia Shen

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Facebook Developers Garage March 25 2009 2   Jia Shen Facebook Developers Garage March 25 2009 2 Jia Shen Presentation Transcript

  • Notifications March 2009
  • What is RockYou?
    • RockYou is the leading developer of applications within social networks, offering display and unique, integrated opportunities for advertisers to virally distribute video and branded content amongst peers.
    • RockYou's Ad Network on Facebook and MySpace is the largest and most efficient way to reach users with display advertising.
    • Most popular applications delivering over 18 billion impressions and 100MM uniques per month. 
    • Ad targeting capabilities:
      • Age/Gender/Geo
      • Profile Targeting and BT
      • By application
    • RockYou Applications in network include:
      • Super Wall, Pieces of Flair, Hug Me, Likeness, Speed Racing, MyGifts, Birthday Cards, and many more!
  • Social Application Developer Social Media Ad Network
    • Largest social application provider on the web (Facebook, MySpace, Hi5, Bebo, Orkut)
    • 1.5B+ PVs per month
    • 32MM+ monthly unique U.S. visitors
    • Leading ad network for social media (Facebook, MySpace, Hi5, Bebo, Orkut)
    • 18B+ PVs per month
    • 100MM+ monthly unique visitors
    • Offers broadest distribution across vertical and niche apps
    Leading Social Media Distributor
  • Facebook is healthier than ever
    • Good Organic Growth
    • Strong Re-occurring Engagement
    • Many solid avenues of monetization
  • Notifications!
    • A primary communication channel
    • Supports broad use cases
      • Application messaging to users
      • Users messaging to other users
  • Why is it cool?
    • The UI is in the control of the developer, unlike invites
    • The conversion for being sent is 100%
    • Guaranteed delivery rate
    • Very flexible design
    • Daily allocations promote good usage, punishes spam
    • You can message users who don’t have the application installed
    • Emails
  • Broad Use Cases
    • App to User
      • Applications can directly message to user. Does not require a session key.
      • Mainly for Engagement
      • i.e. New feature messaging, summary of activity
    • User to User
      • Triggered by user action. Can be sent to users without the Application. Requires session key that expires after a period of time.
      • Engagement and Growth
      • i.e. Someone hugged your pet, You received a gift
  • Notifications is a Key for Growth
    • Notifications can be sent to non-app users
    • 75% of growth can come from notifications
  • Notifications is a Key for Engagement
    • Facebook has virtually no uninstalls after profile redesign
    • User base will remain there for a long time
    • Notifications allow you to re-engage your userbase
  • Whats the problem?
    • You have 10 allocations of notifications / user / day
    • Users have an average of 150 friends
    • It can only be triggered by user action
    • There are overlap in friends (people being notified)
    • You want to minimize spam
    • In a perfect scenario, you would maximize reach in 15 days
  • Things to tune
    • Conversion rate on notifications
    • Number of unique users reached
    • Spam Reports per First Impression (on User Response tab)
  • Conversion rate on notifications
    • Not all users look at notifications
    • A/B test notifications for maximum conversion rate
    • Target is 5-10% Click-thru-rate
  • Number of unique users reached
    • Some designs utilize most or all of the allocations while others cannot
      • i.e. Messaging apps can utilize most while games have a harder time
    • Based on the design, decide on the optimum number of allocations
      • 8-14 is the sweet spot
  • Spam Reports per First Impression
    • The ideal numbers are always changing for facebook
    • The algorithm for the buckets is a black box
    • Tuning Spam Report Metric has a direct correlation on allocations
    • User Filters
      • Don’t send to users who uninstalled the application
      • Target real friends
    • Throttling - Track who received notifications and when they received it
  • You rock! Engage the world .
  •  
  • Theoretical Reach
    • Active User Base * Notifications
      • i.e.100 users * 10 notifications = 1000 users you could reach.
      • Conversion rate of the notification
      • Spam blocking rate of the notification
  • What are the factors?
    • Theoretical Reach = Active User Base * Notifications
      • i.e.100 users * 10 notifications = 1000 users you could reach.
      • Conversion rate of the notification
      • Spam blocking rate of the notification
    • User Filters
      • Don’t send to users who uninstalled the application
      • Target real friends
    • Throttling
    • What are the limits
      • Users have 200+ friends, how do you choose?
      • You don’t want to repeat send to users
      • You might not have enough actions to act on in a 24 hour period
    • Track who received notifications and when they received it
  • Limitations
    • Allocations for buckets
    • Spamminess affects buckets
    • Show equation to figure out "Theoretical Reach"
    • Global optimization
    • Allocations change based off of spaminess of an application
    • E.g., don’t send invite to people who have uninstalled the app
    • Ultimately: it’s small simple ideas that make the difference
    • Generally, reduce spaminess to increase allocations
    • "Spam Reports per First Impression" in the Features Tab is a good metric to tune
  • What if your allocations are restricted
    • Channels for resolution
    • What should you check for