rock you it’s all you!
RockYou is the leading provider  of social network applications <ul><li>Invented the Space </li></ul><ul><li>Double Digit ...
Source:  eBay Investor Presentation, RockYou Disruptive Growth (MM) Uptake in Registered Users Over Time Facebook opens up...
Key Takeaways for Viral Growth <ul><li>Viewer focus </li></ul><ul><li>Simplicity </li></ul><ul><li>Novelty </li></ul><ul><...
Building Viral Engagement User <ul><li>3. Indirect friends => focus on messaging </li></ul><ul><ul><li>Focus on messaging ...
Application Development by the numbers <ul><li>Marketing / Validation </li></ul><ul><li>Growth </li></ul><ul><li>Engagemen...
Application Phases <ul><li>Marketing / Validation </li></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Messaging </li...
Application Verticals <ul><li>Channel – Superwall, HugMe </li></ul><ul><li>Content – Flixster, iLike, Watercooler </li></u...
Audience Skew heavily to teen and young adult women—brand influencers
Facebook Channels <ul><li>News Feed </li></ul><ul><li>Notifications </li></ul><ul><li>Email </li></ul><ul><li>Profile </li...
Messaging <ul><li>What are the call to actions </li></ul>
Application Phases <ul><li>Growth </li></ul><ul><ul><li>Break viral barrier </li></ul></ul><ul><ul><li>Tune growth (Instal...
Viral Multiplier <ul><li>App grows without promotion </li></ul><ul><li>1 user causes at least 1 user to install </li></ul>
Tuning <ul><li>Track everything. Graph it, trend it. </li></ul><ul><li>Notification / Invite Allocations </li></ul><ul><li...
Application Phases <ul><li>Engagement </li></ul><ul><ul><li>Saturated social circles </li></ul></ul><ul><ul><li>Tune for e...
Virality vs Engagement <ul><li>Virality </li></ul><ul><ul><li>Grow outside of core group of users </li></ul></ul><ul><ul><...
Virality vs Engagement <ul><li>Engagement </li></ul><ul><ul><li>Build user experience </li></ul></ul><ul><ul><li>Increase ...
Facebook Channels <ul><li>News Feed </li></ul><ul><li>Notifications </li></ul><ul><li>Email </li></ul><ul><li>Profile </li...
Open Social What’s a Platform <ul><li>Ability Add Functionality </li></ul><ul><li>Distribution </li></ul><ul><li>Monetizat...
The Open Social Challenge <ul><li>Distinct audience </li></ul><ul><ul><li>Huge audience! </li></ul></ul><ul><ul><li>Promis...
The Networks <ul><li>MySpace </li></ul><ul><ul><li>US (international later) </li></ul></ul><ul><ul><li>In profile </li></u...
Open Social Channels <ul><li>News Feed </li></ul><ul><ul><li>Infancy </li></ul></ul><ul><li>Profile </li></ul><ul><li>Main...
What Should We Do? <ul><li>No different than Facebook launch </li></ul><ul><li>Focus on demographics </li></ul><ul><ul><li...
Application Verticals <ul><li>Channel – Superwall, HugMe </li></ul><ul><li>Content  – Flixster, iLike, Watercooler </li></...
Business Model Overview <ul><li>RockYou has two primary monetization methods  </li></ul><ul><ul><li>Advertising on its own...
Advertising Units Cross-sell Banner
Advertising Opportunities Application Promotion Branded Ad Takeover/ Skins Application Integration Customization / Integra...
Case Example 1: Branded Ad Advertised Sony’s 30 Days of Night on RockYou’s Vampires application:  g enerated 59k sweepstak...
Case Example 2: App Promotion Advised Acuvue team on viral flow of Wink application, then promoted the application on Rock...
Case Example 3: App Promotion Worked closely with Yahoo on the relaunch of Yahoo Music Videos on FB.  After viral tuning—c...
Case Example 4: App Takeover Promotion surpassed expectations of interactive engagement w/ the brand: Goal: 10K contest re...
Case Example 5: App Integration Created co-branded quiz within the Likeness application titled “Best Johnny Depp Character...
Rich Media Works RockYou has partnered with leading rich media provider, Pointroll, to build a custom rich media ad format...
Blue-Chip Advertisers
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SNAP Summit 2.0: RockYou Workshop

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The slide show used by Ro Choy at RockYou's workshop at SNAP Summit 2.0

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SNAP Summit 2.0: RockYou Workshop

  1. 1. rock you it’s all you!
  2. 2. RockYou is the leading provider of social network applications <ul><li>Invented the Space </li></ul><ul><li>Double Digit penetration across leading social networks (MySpace, Facebook, Bebo..) </li></ul><ul><li>105 Million Unique Viewers </li></ul><ul><li>50 Million Unique visitors </li></ul><ul><li>1.5 Billion Pageviews </li></ul><ul><li>150+Million Widget views a day </li></ul>
  3. 3. Source: eBay Investor Presentation, RockYou Disruptive Growth (MM) Uptake in Registered Users Over Time Facebook opens up its Platform for application developers (2)
  4. 4. Key Takeaways for Viral Growth <ul><li>Viewer focus </li></ul><ul><li>Simplicity </li></ul><ul><li>Novelty </li></ul><ul><li>Universal Applicability </li></ul>
  5. 5. Building Viral Engagement User <ul><li>3. Indirect friends => focus on messaging </li></ul><ul><ul><li>Focus on messaging to invite/notification receivers to drive more friends invites </li></ul></ul><ul><ul><li>Deliver increasing AND simply understood value to app w/ every friend invited (Zombies) </li></ul></ul><ul><li>1. New users => build clean flows </li></ul><ul><ul><li>New users absolutely key to viral engagement (vs returning user) </li></ul></ul><ul><ul><li>Focus on linear, one-action flows to maximize activation for new users </li></ul></ul><ul><ul><li>Forget registration </li></ul></ul><ul><li>2. Direct friends => deliver clear value prop </li></ul><ul><ul><li>Provide clear value proposition to new user for inviting friend network (Likeness) </li></ul></ul><ul><ul><li>Ensure invitation is first/second step of new user flow to maximize viral value of user (Superlatives vs Superlatives) </li></ul></ul><ul><li>4. Interested parties => allow universal use </li></ul><ul><ul><li>Enable simple tools (comments, ratings, answers) that allow interaction w/o requiring full engagement w/ application (My Questions) </li></ul></ul>Direct Friends Indirect Friends Interested Parties
  6. 6. Application Development by the numbers <ul><li>Marketing / Validation </li></ul><ul><li>Growth </li></ul><ul><li>Engagement </li></ul>
  7. 7. Application Phases <ul><li>Marketing / Validation </li></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Messaging </li></ul></ul><ul><ul><li>Channels </li></ul></ul>
  8. 8. Application Verticals <ul><li>Channel – Superwall, HugMe </li></ul><ul><li>Content – Flixster, iLike, Watercooler </li></ul><ul><li>Quiz – Likeness, Flixster, Compare Ppl </li></ul><ul><li>Games – Zombies, FluffFriends, SpeedRacer </li></ul><ul><li>Gifts – Grow-a-gift, Free Gifts </li></ul><ul><li>Self Expression – Cities I’ve Visitied, Bumper Sticker </li></ul>
  9. 9. Audience Skew heavily to teen and young adult women—brand influencers
  10. 10. Facebook Channels <ul><li>News Feed </li></ul><ul><li>Notifications </li></ul><ul><li>Email </li></ul><ul><li>Profile </li></ul><ul><li>Invites </li></ul><ul><li>Profile Action </li></ul><ul><li>Non-user pages </li></ul>
  11. 11. Messaging <ul><li>What are the call to actions </li></ul>
  12. 12. Application Phases <ul><li>Growth </li></ul><ul><ul><li>Break viral barrier </li></ul></ul><ul><ul><li>Tune growth (Install vs uninstall) </li></ul></ul>
  13. 13. Viral Multiplier <ul><li>App grows without promotion </li></ul><ul><li>1 user causes at least 1 user to install </li></ul>
  14. 14. Tuning <ul><li>Track everything. Graph it, trend it. </li></ul><ul><li>Notification / Invite Allocations </li></ul><ul><li>Notification spam blocking </li></ul>
  15. 15. Application Phases <ul><li>Engagement </li></ul><ul><ul><li>Saturated social circles </li></ul></ul><ul><ul><li>Tune for experience </li></ul></ul>
  16. 16. Virality vs Engagement <ul><li>Virality </li></ul><ul><ul><li>Grow outside of core group of users </li></ul></ul><ul><ul><li>Get users to spread to others </li></ul></ul><ul><ul><li>Don’t hurt user experience </li></ul></ul>
  17. 17. Virality vs Engagement <ul><li>Engagement </li></ul><ul><ul><li>Build user experience </li></ul></ul><ul><ul><li>Increase pageviews and loyalty </li></ul></ul><ul><ul><li>Build stickiness </li></ul></ul><ul><ul><li>Continue growth </li></ul></ul><ul><ul><li>Prevent uninstalls </li></ul></ul><ul><ul><li>Monetize (use Rockyou!) </li></ul></ul>
  18. 18. Facebook Channels <ul><li>News Feed </li></ul><ul><li>Notifications </li></ul><ul><li>Email </li></ul><ul><li>Profile </li></ul><ul><li>Invites </li></ul><ul><li>Profile Action </li></ul><ul><li>Non-user pages </li></ul><ul><li>Profile Action </li></ul>
  19. 19. Open Social What’s a Platform <ul><li>Ability Add Functionality </li></ul><ul><li>Distribution </li></ul><ul><li>Monetization </li></ul>
  20. 20. The Open Social Challenge <ul><li>Distinct audience </li></ul><ul><ul><li>Huge audience! </li></ul></ul><ul><ul><li>Promiscuity factor </li></ul></ul><ul><li>Different use model </li></ul><ul><ul><li>Profile vs News Feed </li></ul></ul><ul><li>Viral channels </li></ul><ul><ul><li>Whats effective? </li></ul></ul><ul><li>Directory </li></ul><ul><ul><li>Not repeatable source of growth </li></ul></ul>
  21. 21. The Networks <ul><li>MySpace </li></ul><ul><ul><li>US (international later) </li></ul></ul><ul><ul><li>In profile </li></ul></ul><ul><li>Orkut </li></ul><ul><ul><li>Brazil, India </li></ul></ul><ul><ul><li>Scrapbook big </li></ul></ul><ul><li>Hi5 </li></ul><ul><ul><li>Spanish speaking </li></ul></ul><ul><ul><li>In profile </li></ul></ul>
  22. 22. Open Social Channels <ul><li>News Feed </li></ul><ul><ul><li>Infancy </li></ul></ul><ul><li>Profile </li></ul><ul><li>Main Page </li></ul><ul><li>Bulletins </li></ul><ul><li>Messaging / Invites (TBD) </li></ul><ul><li>Non-user pages </li></ul><ul><li>A lot in the air </li></ul>
  23. 23. What Should We Do? <ul><li>No different than Facebook launch </li></ul><ul><li>Focus on demographics </li></ul><ul><ul><li>Self expression </li></ul></ul><ul><li>Instrument for virality </li></ul>
  24. 24. Application Verticals <ul><li>Channel – Superwall, HugMe </li></ul><ul><li>Content – Flixster, iLike, Watercooler </li></ul><ul><li>Quiz – Likeness, Flixster, Compare Ppl </li></ul><ul><li>Games – Zombies, FluffFriends, SpeedRacer </li></ul><ul><li>Gifts – Grow-a-gift, Free Gifts </li></ul><ul><li>Self Expression – Cities I’ve Visitied, Bumper Sticker </li></ul>
  25. 25. Business Model Overview <ul><li>RockYou has two primary monetization methods </li></ul><ul><ul><li>Advertising on its own leading applications </li></ul></ul><ul><ul><li>Revenue share agreements with other social network applications through the Advertising Platform </li></ul></ul><ul><li>RockYou’s has a unique value proposition to advertisers including its: </li></ul><ul><ul><li>Extensive reach across multiple social networking platforms </li></ul></ul><ul><ul><li>Ability to target users with a high degree of granularity </li></ul></ul><ul><ul><li>Contextual targeting capabilities </li></ul></ul><ul><ul><li>Leading Advertising Network </li></ul></ul><ul><li>RockYou provides advertisers with multiple pricing options including Cost Per Installation (CPI), Cost Per Click (CPC), Cost per Impression (CPM), and Cost per Action (CPA). </li></ul>
  26. 26. Advertising Units Cross-sell Banner
  27. 27. Advertising Opportunities Application Promotion Branded Ad Takeover/ Skins Application Integration Customization / Integration Types of Ads Less More
  28. 28. Case Example 1: Branded Ad Advertised Sony’s 30 Days of Night on RockYou’s Vampires application: g enerated 59k sweepstake entries
  29. 29. Case Example 2: App Promotion Advised Acuvue team on viral flow of Wink application, then promoted the application on RockYou network— 200 installs grew to 100K users in a few weeks . 646x60 Ad
  30. 30. Case Example 3: App Promotion Worked closely with Yahoo on the relaunch of Yahoo Music Videos on FB. After viral tuning—consultation on application flow and design—and cross promotion on the RockYou ad network, the app grew to 1.5M+ users : Other clients include: - NBC - ABC - IAC - Expedia - ESPN - Neutrogena - Coke/Sprite
  31. 31. Case Example 4: App Takeover Promotion surpassed expectations of interactive engagement w/ the brand: Goal: 10K contest registrations Actual: 1M registrations Signed Sony Pictures to advertise Resident Evil on RockYou’s Zombies application.
  32. 32. Case Example 5: App Integration Created co-branded quiz within the Likeness application titled “Best Johnny Depp Characters” to promote Sweeney Todd debut. Newsfeed Promotion On-page Click-thru to Learn More About Movie Results: <ul><li>186k quizzes taken in 1st month </li></ul><ul><li>7M impressions generated </li></ul><ul><li>46K click-thrus to movie site </li></ul><ul><li>Strong CTR = 0.65% </li></ul>
  33. 33. Rich Media Works RockYou has partnered with leading rich media provider, Pointroll, to build a custom rich media ad format with material CTR and $6CPM.
  34. 34. Blue-Chip Advertisers
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