Graphic Social - Application Design

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  • Graphic Social - Application Design

    1. 1. Facebook App Design Jia Shen - RockYou! Oct 9 th 2007
    2. 2. Facebook Applications <ul><li>X Me 9MM 1MM </li></ul><ul><li>Super Wall 10MM 1.1MM </li></ul><ul><li>Likeness 9MM 700k </li></ul><ul><li>Zombies 3.7MM 220k </li></ul><ul><li>Vampires 3.5MM 300k </li></ul>Users Engagement/Day And More! Emote, Music Videos, Slideshows, Horoscopes, Chuck Norris, Pets
    3. 3. RockYou! Widgets RockYou Games VoiceMail Corkboard Razz Player Gizmoz Slideshow FunNotes PhotoFX GlitterText Countdown Horoscopes
    4. 4. Who is RockYou! <ul><li>Double Digit penetration across leading social networks (MySpace, Facebook, Bebo, Friendster..) </li></ul><ul><li>35 Million Uniques </li></ul><ul><li>43 Million Widget Uniques </li></ul><ul><li>430 Million Pageviews </li></ul><ul><li>1 Million w idgets created a day </li></ul><ul><li>150+Million widget views a day </li></ul><ul><li>450k widgets created a day </li></ul>
    5. 5. Application Development <ul><li>Design </li></ul><ul><li>User Test </li></ul><ul><li>Development </li></ul><ul><li>Launch </li></ul><ul><li>Tuning </li></ul><ul><li>Monetize </li></ul>
    6. 6. Growing apps virally Networks with API access to friends give you 7x more distribution
    7. 7. Design <ul><li>Think Mathematically </li></ul><ul><li>Gauge Target Audience Size </li></ul><ul><ul><li>Guys/Girls </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><li>Model the Viral Multipliers </li></ul><ul><ul><li>Channels </li></ul></ul><ul><ul><ul><li>Application Name </li></ul></ul></ul><ul><ul><ul><li>Invite </li></ul></ul></ul><ul><ul><ul><li>Notifications </li></ul></ul></ul><ul><ul><ul><li>In Page </li></ul></ul></ul><ul><ul><ul><li>Superwall </li></ul></ul></ul><ul><ul><li>How / Why does it spread? </li></ul></ul><ul><ul><ul><li>Dating, messaging, gifts, chain letters, multiplayer gaming </li></ul></ul></ul><ul><ul><li>Design Callouts </li></ul></ul>
    8. 8. Viral Multiplier <ul><li>Invites </li></ul><ul><ul><li>1 Install </li></ul></ul><ul><ul><li>Invites X people </li></ul></ul><ul><ul><li>X percent open it </li></ul></ul><ul><ul><li>X percent convert </li></ul></ul><ul><ul><li>X percent uninstall </li></ul></ul><ul><ul><li>Ending no. has to be greater than 1 </li></ul></ul><ul><ul><li>Multiplier over time? </li></ul></ul><ul><li>Minifeed </li></ul><ul><ul><li>1 install </li></ul></ul><ul><ul><li>X events / period </li></ul></ul><ul><ul><li>X people interacting </li></ul></ul><ul><ul><li>X people installing </li></ul></ul><ul><ul><li>Life span </li></ul></ul>
    9. 9. User Tests <ul><li>Validate Use Case </li></ul><ul><ul><li>Will they use it? </li></ul></ul><ul><li>Test Call to Actions </li></ul><ul><ul><li>Will they click it? </li></ul></ul><ul><li>Validate viral model </li></ul><ul><ul><li>Any broken links? </li></ul></ul>
    10. 10. Development <ul><li>Instrument Channels </li></ul><ul><ul><li>Be able to quantify each viral multiplier </li></ul></ul><ul><ul><li>Prepare for A/B testing </li></ul></ul><ul><ul><ul><li>Invites </li></ul></ul></ul><ul><ul><ul><li>Minifeed </li></ul></ul></ul><ul><li>Instrument Sitestats </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Quantcast </li></ul></ul><ul><li>Be agile </li></ul><ul><ul><li>Develop quickly </li></ul></ul><ul><ul><li>Release early </li></ul></ul>
    11. 11. Launch It! <ul><li>Phase it out </li></ul><ul><ul><li>Make sure it works before fully promoting </li></ul></ul><ul><ul><li>When confident, go full blast </li></ul></ul><ul><li>Promote on Ad Networks </li></ul><ul><ul><li>Guaranteed performance </li></ul></ul><ul><ul><li>Exposure to full demographic </li></ul></ul><ul><ul><li>Tune your ad! </li></ul></ul>
    12. 12. Promotion - Ad Networks <ul><li>3rd party ad networks on Facebook can radically accelerate Facebook application adoption </li></ul><ul><ul><li>RockYou </li></ul></ul><ul><ul><li>SocialMedia </li></ul></ul><ul><ul><li>Cubics </li></ul></ul><ul><ul><li>AppFuel </li></ul></ul><ul><li>From RockYou’s experience, advertisers can generate between 100 – 10,000 installs a day </li></ul>
    13. 13. Tuning <ul><li>Validate the viral model </li></ul><ul><ul><li>Identify the total multiplier </li></ul></ul><ul><ul><li>What’s weak? </li></ul></ul><ul><li>Find new channels </li></ul><ul><ul><li>How do users use it? </li></ul></ul><ul><ul><li>Integrate with other applications </li></ul></ul><ul><li>Tune underlying channels </li></ul><ul><ul><li>Targeting </li></ul></ul><ul><ul><li>Deliverability </li></ul></ul>
    14. 14. Building Super Wall <ul><li>Concept: Friday 6/15 </li></ul><ul><li>Design: Friday 6/15 </li></ul><ul><li>Implementation: 6/15-6/17 </li></ul><ul><li>Deployed: Monday 6/18, 4AM </li></ul><ul><li>Advertising: Tuesday 6/18, 118K users </li></ul><ul><li>Viral growth: 3 weeks </li></ul>2 Million Users!
    15. 15. Monetize <ul><li>Growth </li></ul><ul><ul><li>Maintain comfortable growth </li></ul></ul><ul><ul><li>Keep tuning </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>Create more depth for application </li></ul></ul><ul><ul><ul><li>Multiplayer </li></ul></ul></ul><ul><ul><ul><li>Statistics / Data </li></ul></ul></ul><ul><ul><li>Engagement channels </li></ul></ul><ul><ul><ul><li>Minifeed events </li></ul></ul></ul><ul><ul><ul><li>Notifications </li></ul></ul></ul>
    16. 16. Increasing Traffic on RockYou “ the top sites among teens have shifted to those providing assistance with social networking profiles” Nielsen/NetRatings F8 Platform Launched
    17. 17. Contact <ul><li>Jia Shen, CTO / Founder </li></ul><ul><li>[email_address] </li></ul><ul><li>Ro Choy, VP of Business Development </li></ul><ul><li>[email_address] </li></ul>
    18. 18. Music Videos (Yahoo! and RockYou) 1. Promotion on RockYou Ad Network <ul><li>Viral tuning </li></ul><ul><li>Integration with major apps </li></ul>
    19. 19. Jobs! – We’re Hiring <ul><li>[email_address] </li></ul><ul><li>Developers </li></ul><ul><li>Product Managers </li></ul>

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