Viral Distribution for Social Games
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Viral Distribution for Social Games



A presentation at the Offerpal Monetization Workshop on January 21, 2010, at SFSU, on the topic of how to leverage viral channels on the Facebook platform to acquire new users and grow your ...

A presentation at the Offerpal Monetization Workshop on January 21, 2010, at SFSU, on the topic of how to leverage viral channels on the Facebook platform to acquire new users and grow your distribution.



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Viral Distribution for Social Games Presentation Transcript

  • 1. Slide title goes here… Keep it Social How the ongoing Facebook changes affect your games  Offerpal Media Inc. Confidential
  • 2. The Current Viral Landscape  Today developers have a few well known tools available to  communicate with their users  Notifications Stream feeds  Inbox
  • 3. The Current Viral Landscape  Profile Boxes Bookmarks Requests
  • 4. What’s Changing?    Notifications Going Away Profile Boxes Going Away Are being transitioned  Requests into Invites and moving  to the Inbox Bookmarks Moving to the side Invites Also Moving to the Inbox
  • 5. What’s Not?    My Lonely Brown Cow Still lost on someone’s  Farm 
  • 6. What’s New?    The New Home Page
  • 7. What’s New?    The New Games Dashboard 
  • 8. What’s New?    Application Canvas Page
  • 9. Now What?    How do these changes affect your games?
  • 10. Notifications What will replace the Notifications Channel?  From you to your users: • e‐mail As the developer you can ASK for access to your users e‐mail, to send them  messages  • Stream Updates. If your users are fans of your application, you can post stories to their  stream. • The Application Counter. You can notify users about an action they should take with your  application  • Application News. The application news will act like a stream just for a users games. You'll  be able to target these on a per‐user basis.  From your users to their friends: • Stream. The stream should remain the same as it is today • Inbox. Users will be able to send messages directly to their friends' Inboxes. It is intended  to replace non‐invite requests and user‐to‐user notifications. • Invites. Users will still be able to invite their friends to check out your application.
  • 11. Game Dashboard    Bookmarks
  • 12. Game Dashboard    News Items • Developers can send messages to the users news feed ‐ Global news items – Send a message to all users ‐ Personal news items – Send a message to a user or an array of users  User Activity • Developers can send messages about the activities of a users friends. These  messages can be generated through two methods ‐ Engagement of a users friends (who is playing the game) ‐ Publishing activities of that users friends (actions they are publishing) Counters • Developers can send a counter tick to users that have bookmarked the game ‐ Single User– Send a counter increase to one user, to take an action ‐ Multiple Users– Send a counter increase to an array of users 
  • 13. Game Dashboard    What your friends  are playing   Directory of games
  • 14. Preparing for the Changes  E‐mail  • Have an E‐mail management system you can use • Be in compliance with the FTC’s CAN‐SPAM act • Develop a good E‐mail template for communication Bookmarks and Fans  • With the new Counter system, it will become extremely important  to get your users to Bookmark your app: ‐ Add it to your new user flow ‐ Place the button widget in a visible location ‐ Remind the user to add the Bookmark • Find ways to get your users to add your app as a fan: ‐ Giveaways and prizes ‐ Special Missions/content
  • 15. Preparing for the Changes  Gifting • Gifts have a much higher acceptance rate than straight game invites • You can no longer push your users to gift, so integrate the idea of gifting into your  game flow: ‐ When a user level’s‐up show a pop‐up – add a gift option here ‐ Make gifting links clearly visible in your UI ‐ Offer high‐value gifts that people would actually want Metrics  • With any feature you’re adding to your game, measure how it’s doing • Try different messaging strategies and text • Have a plan to use the information you collect • Don’t be afraid to toss out bad ideas
  • 16. Preparing for the Changes  Stream Posts • Give your users the option to post what might be important to  them.  - What a user values is not the same ‐ Leveling up  ‐ Earning $1,000,000  ‐ Beating another player ‐ Let them post the feed when they want to • Make it interesting  • Use compelling art (if possible, focus group the art, show it to your  users) • Experiment with the messaging  • Let your users be your evangelists 
  • 17. Finally… Be Flexible 
  • 18. Slide title goes here… Keep it Social How the ongoing Facebook changes affect your games  Offerpal Media Inc. Confidential