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!

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

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

Facebook is healthier than ever Good Organic Growth Strong Re-occurring Engagement Many solid avenues of monetization

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

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

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

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 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

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

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

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

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

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

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

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

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

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

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

Channels for resolution

What should you check for