Facebook App Design Jia Shen - RockYou! Oct 9 th 2007

Facebook Applications X Me 9MM 1MM Super Wall 10MM 1.1MM Likeness 9MM 700k Zombies 3.7MM 220k Vampires 3.5MM 300k Users Engagement/Day And More! Emote, Music Videos, Slideshows, Horoscopes, Chuck Norris, Pets

X Me 9MM 1MM

Super Wall 10MM 1.1MM

Likeness 9MM 700k

Zombies 3.7MM 220k

Vampires 3.5MM 300k

RockYou! Widgets RockYou Games VoiceMail Corkboard Razz Player Gizmoz Slideshow FunNotes PhotoFX GlitterText Countdown Horoscopes

Who is RockYou! Double Digit penetration across leading social networks (MySpace, Facebook, Bebo, Friendster..) 35 Million Uniques 43 Million Widget Uniques 430 Million Pageviews 1 Million w idgets created a day 150+Million widget views a day 450k widgets created a day

Double Digit penetration across leading social networks (MySpace, Facebook, Bebo, Friendster..)

35 Million Uniques

43 Million Widget Uniques

430 Million Pageviews

1 Million w idgets created a day

150+Million widget views a day

450k widgets created a day

Application Development Design User Test Development Launch Tuning Monetize

Design

User Test

Development

Launch

Tuning

Monetize

Growing apps virally Networks with API access to friends give you 7x more distribution

Design Think Mathematically Gauge Target Audience Size Guys/Girls Age Model the Viral Multipliers Channels Application Name Invite Notifications In Page Superwall How / Why does it spread? Dating, messaging, gifts, chain letters, multiplayer gaming Design Callouts

Think Mathematically

Gauge Target Audience Size

Guys/Girls

Age

Model the Viral Multipliers

Channels

Application Name

Invite

Notifications

In Page

Superwall

How / Why does it spread?

Dating, messaging, gifts, chain letters, multiplayer gaming

Design Callouts

Viral Multiplier Invites 1 Install Invites X people X percent open it X percent convert X percent uninstall Ending no. has to be greater than 1 Multiplier over time? Minifeed 1 install X events / period X people interacting X people installing Life span

Invites

1 Install

Invites X people

X percent open it

X percent convert

X percent uninstall

Ending no. has to be greater than 1

Multiplier over time?

Minifeed

1 install

X events / period

X people interacting

X people installing

Life span

User Tests Validate Use Case Will they use it? Test Call to Actions Will they click it? Validate viral model Any broken links?

Validate Use Case

Will they use it?

Test Call to Actions

Will they click it?

Validate viral model

Any broken links?

Development Instrument Channels Be able to quantify each viral multiplier Prepare for A/B testing Invites Minifeed Instrument Sitestats Google Analytics Quantcast Be agile Develop quickly Release early

Instrument Channels

Be able to quantify each viral multiplier

Prepare for A/B testing

Invites

Minifeed

Instrument Sitestats

Google Analytics

Quantcast

Be agile

Develop quickly

Release early

Launch It! Phase it out Make sure it works before fully promoting When confident, go full blast Promote on Ad Networks Guaranteed performance Exposure to full demographic Tune your ad!

Phase it out

Make sure it works before fully promoting

When confident, go full blast

Promote on Ad Networks

Guaranteed performance

Exposure to full demographic

Tune your ad!

Promotion - Ad Networks 3rd party ad networks on Facebook can radically accelerate Facebook application adoption RockYou SocialMedia Cubics AppFuel From RockYou’s experience, advertisers can generate between 100 – 10,000 installs a day

3rd party ad networks on Facebook can radically accelerate Facebook application adoption

RockYou

SocialMedia

Cubics

AppFuel

From RockYou’s experience, advertisers can generate between 100 – 10,000 installs a day

Tuning Validate the viral model Identify the total multiplier What’s weak? Find new channels How do users use it? Integrate with other applications Tune underlying channels Targeting Deliverability

Validate the viral model

Identify the total multiplier

What’s weak?

Find new channels

How do users use it?

Integrate with other applications

Tune underlying channels

Targeting

Deliverability

Building Super Wall Concept: Friday 6/15 Design: Friday 6/15 Implementation: 6/15-6/17 Deployed: Monday 6/18, 4AM Advertising: Tuesday 6/18, 118K users Viral growth: 3 weeks 2 Million Users!

Concept: Friday 6/15

Design: Friday 6/15

Implementation: 6/15-6/17

Deployed: Monday 6/18, 4AM

Advertising: Tuesday 6/18, 118K users

Viral growth: 3 weeks

Monetize Growth Maintain comfortable growth Keep tuning Engagement Create more depth for application Multiplayer Statistics / Data Engagement channels Minifeed events Notifications

Growth

Maintain comfortable growth

Keep tuning

Engagement

Create more depth for application

Multiplayer

Statistics / Data

Engagement channels

Minifeed events

Notifications

Increasing Traffic on RockYou “ the top sites among teens have shifted to those providing assistance with social networking profiles” Nielsen/NetRatings F8 Platform Launched

Contact Jia Shen, CTO / Founder [email_address] Ro Choy, VP of Business Development [email_address]

Jia Shen, CTO / Founder

[email_address]

Ro Choy, VP of Business Development

[email_address]

Music Videos (Yahoo! and RockYou) 1. Promotion on RockYou Ad Network Viral tuning Integration with major apps

Viral tuning

Integration with major apps

Jobs! – We’re Hiring [email_address] Developers Product Managers

[email_address]

Developers

Product Managers