Apps, Timeline and Facepile: Making Sense of Facebook as a Non-Developer

Apps, Timeline and Facepile: Making Sense of Facebook as a Non-Developer Lindsay Reene @GeekLindsay Social Engagement Manager, EngaugeFriday, October 12, 2012 1

Hi there! • Social tech geek • Millennial • @GeekLindsayFriday, October 12, 2012 2

Topics We’ll Cover • Exploring the Why • Discovering an Untapped Opportunity • Understanding Open Graph and Timeline Apps • Making Sure It’s the Right Fit • Doing It Well -‐ Or Not At AllFriday, October 12, 2012 3

Exploring the WhyFriday, October 12, 2012 4

Why It’s Worth It to Understand In Silicon Valley, there are engineers and non-engineers. I’m a non-engineer. ...[But] I think I’d be better at my job if I were more technical. The person who has my job in the next generation will probably be a computer scientist. - Sheryl Sandberg, COO of FacebookFriday, October 12, 2012 5

The Value in Social Bottom-Line Value: Customers who engage with companies over social media spend 20-40% more money with those companies than customers who do not. - Bain & CompanyFriday, October 12, 2012 6

The Value in Facebook Every month, 12 times more people (235 million) play games on Facebook than the viewership of Season 11 of American Idol (19.7 million), one of the highest rated TV shows in the history of television.Friday, October 12, 2012 7

But, you’re thinking ...Friday, October 12, 2012 8

So, let’s get to the fun part. Friday, October 12, 2012 9

Discovering an Untapped OpportunityFriday, October 12, 2012 10

Key TerminologiesFriday, October 12, 2012 11

Key Terminologies Personal User Proﬁle Page Where users post status updates “Timeline”Friday, October 12, 2012 12

Key Terminologies Company/Corporate Proﬁle Page Where companies/ brands post and house status updates “Brand Page”Friday, October 12, 2012 13

Key Terminologies Homepage Collects stories from brand and personal pages “News Feed”Friday, October 12, 2012 14

Where Users Spend Their Time Follow the UserFriday, October 12, 2012 15

Where Users Spend Their Time More Time on News Feed Than Brand Pages Less than 5% of users return to a brand page within a month after Liking it. - ComScoreFriday, October 12, 2012 16

Where Users Spend Their Time More Time on Timeline (Proﬁle) Pages Than News Feed Users engage within Timelines more than 2x as much than on the News Feed. - ExtoleFriday, October 12, 2012 17

The Opportunity: The Timeline Brand Pages News Feed Timeline (User Proﬁle Pages) Where brands primarily invest Opportunity space resources managing todayFriday, October 12, 2012 18

An Untapped Opportunity Doubled referral Increased referral Drove six million traﬃc and grew traﬃc from viewers to its Super membership from Facebook 400%. Bowl Ad Meter in 1.8 to 3.2 million in four weeks. four months. This brand activity was all driven via Timeline, not on a brand page.Friday, October 12, 2012 19

An Untapped OpportunityFriday, October 12, 2012 20

Understanding Open Graph and Timeline AppsFriday, October 12, 2012 21

Facebook Open Graph Object (e.g. brand page, webpage) Must be rooted in a unique URL.Friday, October 12, 2012 22

Is So Two Thousand LateFriday, October 12, 2012 23

Facebook Latest Change: Expands Actions Object Object (e.g. brand page, webpage) (e.g. photo, movie, points, webpage) Must be rooted in a unique URL. Unlimited and must no longer be rooted in a unique URL.Friday, October 12, 2012 24

Is to VIRAL, As Are to HOT. ACTIONS: 2012 and beyondFriday, October 12, 2012 25

Open Graph Aggregation Meaningful Action Object Timeline Apps Aggregation Jessica read a book. John ran his fastest run. Sara gained the most points. Simply: Timeline applications aggregate Open Graph stories into meaningful messages.Friday, October 12, 2012 26

Friday, October 12, 2012 27

ExampleFriday, October 12, 2012 28

Example Wants Attended User creates a story. Pinned Nommed Watched Newsfeed Ticker TimelineFriday, October 12, 2012 29

Facilitating User Expression • Zuck’s challenge • User expression in the “About Me” and on the Timeline • Idencﬁcacon of the drives, mocvacons and unfulﬁlled desires of your core consumers Objective: Make them look cool (i.e. popular, interesting, cultured, [INSERT ADJECTIVE] etc.) to their friends.Friday, October 12, 2012 30

Making Sure It’s the Right FitFriday, October 12, 2012 31

When Are Timeline Applications Ideal? Mobile apps Gaming Digital content consumpcon e-‐Commerce Other digital transaccon pladorm Timeline apps are ideal for frequent and repeated digital experiences.Friday, October 12, 2012 32

Mobile App: Instagram Facebook users on a mobile app are twice as engaged as those who use the app on a desktop.Friday, October 12, 2012 33

Gaming: SongPop • Guiding principles for Open Graph apps in games: • Idencty curacon • Friends Engagement • Drive social engagement with game-‐related incencvesFriday, October 12, 2012 34

When Are Timeline Applications Ideal? Mobile apps Gaming Digital content consumpcon e-‐Commerce Other digital transaccon pladormFriday, October 12, 2012 35

Digital Content Consumption: Viddy • In two months (February to April), Viddy increased it’s monthly ac1ve users 1,500% (to 920,000). • Yes, in two months. • In one month (April-‐May), it grew from 4 million to 26 million users. • Yes, in one month. Facebook Timeline app integration catapulted a relatively obscure platform into a viral success ... in three months.Friday, October 12, 2012 36

E-Commerce: Elle Pair “Active” Timeline verbs allow users opportunities to express themselves and drive consumer-to-consumer conversation around brands.Friday, October 12, 2012 37

E-Commerce: Pottery BarnFriday, October 12, 2012 38

Other Digital Platform: Mustang CustomizerFriday, October 12, 2012 39

Other Timeline Application Sample Examples Digital loyalty program Digital media rental Gamiﬁes the plaJorm for most loyal Connects users with friends’ watch consumers acLvity • Points collected • (Total number) movies viewed • Owned/favorite rewards -‐ image • Favorite TV shows -‐ image gallery gallery • Queued itemsFriday, October 12, 2012 40

Doing It Well - Or Not At AllFriday, October 12, 2012 41

Facebook Timeline Apps Best Practices 1. Drive stories • Get an exiscng user base publishing stories • Make published stories appealing 2. Make it easy for new users Source: “Guide: Complete the loop to grow your app with Open Graph” via Facebook Developer BlogFriday, October 12, 2012 42

Drive Stories “Stories are your currency for driving growth of your app.” - FacebookFriday, October 12, 2012 43

Get Existing Users Publishing Stories • “Upsell” on homepage • Communicate the beneﬁts • Communicate social throughout • Use images of friends -‐ FacepileFriday, October 12, 2012 44

Make Published Stories Appealing • User messages • Personalized content • User-‐generated message/ image • Achievements and meaningful aggregacons • Shareable experiences Objective: Make them look cool (i.e. popular, interesting, cultured, [INSERT ADJECTIVE] etc.) to their friends.Friday, October 12, 2012 45

Make It Easy For New Users • Enable authenccated referrals • Prompt a "lightweight" quescon or interaccon that invites response • Then, pull them deeperFriday, October 12, 2012 46

SUMMARY Successful Timeline apps ac1vate their exiscng user base to write high quality stories that drive engagement and discovery by new users. New users create stories to keep the loop growing.Friday, October 12, 2012 47

Remember • Leverage the Untapped Opportunity • Always Use Behavioral Insights and Trends to Make Sure It’s the Right Fit • Do It Well -‐ Or Not At AllFriday, October 12, 2012 48

Thank you. Lindsay Reene @GeekLindsayFriday, October 12, 2012 49

Thank you. Lindsay Reene @GeekLindsayFriday, October 12, 2012 50

AppendixFriday, October 12, 2012 51

Timeline Apps: Behind the Scenes How It Works • Step 1: Create a Facebook app • Step 2: Authenccate users with the Login Bumon plugin • Step 3: Deﬁne Objects, Accons and Aggregacons through the Developer App • Step 4: Publish Accons for your users • Step 5: Add Social Plugins to your app • Step 6: Submit Your Accons for approval Source: FacebookFriday, October 12, 2012 52

History of Open Graph Facebook Connect Social Plug-‐ins Applica1ons Register or Login Like or Share outside of Advanced interaccons outside of Facebook Facebook via Facebook 2010 2010 OngoingFriday, October 12, 2012 53

Apps, Timeline and Facepile: Making Sense of Facebook as a Non-Developer

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