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Orkut opportunities chinese_developers_jun10



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  • 1. orkut Business Opportunities for orkut Chinese Developers Pilot Advertising Program Alejandro Villanueva Google Developer Relations Google Confidential and Proprietary
  • 2. Google Developer Relations • Engineering team • Our mission is to help Developers use successfully Google developer products and platforms • Developer products: Cloud, Mobile, Geo, Social, …more • Social Web; Enabling social features across all our products. Brazil, India: Orkut Social Network • Developer Relations roles: • Developer Advocates: Relationships with key Partners • Developer Programs Engineers: Online content; Forums; Sample code; Documentation • Regional Leads: USA, APAC, EMEA, Latin America Google Confidential and Proprietary
  • 3. Opportunity for Chinese Developers • Leveraging your existing investment and expertise • Developing for the Global Market • Specifically, entering into Emerging Markets with an strong economy and high-growth potential Monetizing your OpenSocial app in Orkut, our leading Social Network in Brazil Google Confidential and Proprietary
  • 4. Brazil: Online Landscape Total Population 199M Internet Users 72M Internet Penetration 36% Mobile Users 153M Mobile density cell/100 hab 80.5 % of Internet users purchasing online 79% % of Internet users on social networks 64% Google’s Share of Search 89% Source: Brazil Online, eMarketer, July 2008 Google Confidential and Proprietary 4
  • 5. Brazil Strong Economy and true Global Player • Brazil vibrant economic situation • and positive outlook: 6.7% GDP growth 2010 • Population • 5th largest WW • Internet users growing 23% CAGR past 4 years • 5th WW Internet population • Mobile Phone Base • 5th largest WW • Mobile Phone Market • 3rd largest WW • New Computer Market • 5th largest WW Google Confidential and Proprietary
  • 6. Google Brazil In strong shape • Total Ad Market $11.9B • 8th largest WW • Online market growing 36% Y/Y • Users love our brand • highly adopt our products – Search, Gmail, Blogger , YT … more • Orkut leading social network • Orkut 75% reach, FB 18% reach, Twitter 19% reach • Great upside potential • Only 36% Internet penetration • Data shows BR market is about to explode , currently online at 6.3% of total ad spend Google Confidential and Proprietary
  • 7. Social Networks in Latin America Engage 53M Unique visitors to social networking sites in Latin America Growth in unique visitors to social networks between 2007 and 2008 33% 156M Total number of hours spent monthly on Orkut in Latin America Average minutes per month per user spent on social networking sites 375 Source: comScore, August 2008, August 2007 7 Google Confidential and Proprietary 7
  • 8. Brazilians love Social Networks! Social networks reach: Daily Weekly Monthly Less Frequent GLOBAL 31% 33% 19% 17% BRA 57% 26% 8%9% USA 33% 32% 17% 18% Google Confidential and Proprietary
  • 9. Brazilians Spend 30 Hours Online Monthly The average number of hours spent online monthly in Brazil is 4 hours higher than the global average (25.7 hours)‫‏‬ Average Hours Spent Online Monthly per Unique Visitor 45 Hours Three of the top eight markets with the highest monthly Internet consumption are located in Latin America 32 Hours 30 Hours 30 Hours 28 Hours 27 Hours Canada UK US Brazil Argentina Venezuela Source: comScore World Metrix as cited in comScore presentation, "Canada: A 'Wired' Nation," May 30, 2008 Google Confidential and Proprietary 9
  • 10. And who is on orkut? Almost everyone! Source: *Nielsen Online, March 2008 Google Confidential and Proprietary
  • 11. orkut: Major targetable base •orkut, ranks as the #2 website in Brazil (Alexa Ranking/2009) • orkut has more than 28B monthly pageviews (Google, 2009); •Users visit orkut 23 times per month; usually spend 16 minutes in each visit (Google, 2009) •Only 1 advertiser per page, much more attention to your campaigns 38% < 24 years old 50% between 25 and 49 years old 12% > 50 years old Fonte: comScore Media Metrix – Nettratings Nov2009 Google Confidential and Proprietary
  • 12. Who are these users? 65% coverage in the target 35+ 8M are women 25+ 80% coverage in the youth target (18-24) Orkut users are loyal! Overlapping of users: On average, 91% of users of other social networks, are also on orkut Source: comScore Media Metrix – Nettratings Jun 2009 - Redes Sociais no Brasil e o orkut, Abril de 2009, Netpop Research, LLC Google Confidential and Proprietary
  • 13. Users spend much more time in orkut than in other Social Networks Average Minutes per Visit / Month X reach of Internet Users 15.7 16 80% 75% 14 70% 12 60% Reach of Internet Users 75% Reach of Internet Average Minutes 10 50% 8 40% 6 5.4 4.8 24% 30% users and almost 5 4.5 3.9 3.7 3.7 4 2 4% 5% 4% 5% 4% 5% 2.4 4% 1.8 5% 20% 10% times 0.1 more time per visit 0 0% Orkut MySpace Fotolog Facebook Sonico Vostu Twitter Multiply Windows Windows Live Profile Live People Average Visits per Visitor / Month 24.6 25 Frequency of visits to 20 is 10 times higher compared 15 to the average of other sites 10 5 3.6 3.4 3.3 2.6 2.5 2.3 1.8 1.5 1.4 0 Orkut Fotolog Twitter Sonico Windows Live Facebook MySpace Windows Live Vostu Multiply Profile People Source: comScore Media Metrix – Nettratings Jun 2009 Google Confidential and Proprietary 13
  • 14. This only happens in Brazil Orkut makes it happen: Marketing Campaign video • Kraft Mini-cocoa seeds were distributed as gifts to users of Happy Harvest - “Colheita Feliz” (a game like FarmVille) the most successful app in Orkut. • 48 hours later, a surprise, the seeds turned into Chocolate Trees where packages of Mini Bis Chocolate sprouted. Mini Bis Chocolate could be planted, harvested and stolen by farmers, strengthening the brand concept "Trust no one." • 25M trees sprouted chocolate trees DURING THE 1st WEEK OIF THE CAMPAIGN • 100% of the active game players • In less that 24 hrs several videos in YT. Thousands of spoontaneus posts on Twitter Google Confidential and Proprietary
  • 15. Social Gaming on Orkut Google Confidential and Proprietary
  • 16. Launched Apr'08 2.8M users 140k 7d active users Google Confidential and Proprietary
  • 17. Launched Jul'08 41M users 5M 7d active users Google Confidential and Proprietary
  • 18. Launched May'08 3.3M users 0.8M 7d active users Google Confidential and Proprietary
  • 19. Launched Jul'08 1.3M users 100k 7d active users Google Confidential and Proprietary
  • 20. Launched Jun'09 22M users 11M 7d active users Google Confidential and Proprietary
  • 21. Launched Nov'09 4.1M users 3.4M 7d active users Google Confidential and Proprietary
  • 22. Launched Dec'09 3.8M users 1.3M 7d active users Google Confidential and Proprietary
  • 23. Plug in to orkut Google Confidential and Proprietary
  • 24. OpenSocial JS API • OpenSocial 0.9 API spec • OpenSocial 1.0.9 spec published • API - fetch user profile, user friends, user albums and photos • Activity streams and messages to friends boosts viral growth • Typical game app o Flash based o Flash JS bridge to make OpenSocial calls o Creates activity stream and sends message o Uses friend network to engage and retain users Google Confidential and Proprietary
  • 25. Orkut JSON API • Rich API o Status – read / write o Scraps - read / write o Activity stream - read / write o Album and photos - read / write • Authentication via 3-legged OAuth. • Great for mashups, mobile games, aggregators Google Confidential and Proprietary
  • 26. Key Success Factors Orkut Social Games (1) • Make‫‏‬your‫‏‬App‫‏‬a‫“‏‬Local‫‏‬app” • Translate all texts in your app to fit the culture and target market • Localize the content according to the local culture e.g design, look and feel • Run your app on a solid server infrastructure • Hosting • Provide the best server infrastructure to support millions of users • Monitor and manage the infrastructure 24x7 to ensure availability of the application at all times • Perform capacity planning to optimize the server space and growth • Cloud Computing • Google App Engine, developing and running your app on Google infrastructure Google Confidential and Proprietary
  • 27. Key Success Factors Orkut Social Games (2) • Business and application development • Drive traffic to your app • Promote your app in other sites, and through national PR campaigns • Optimize revenue by: • Analyzing spending patterns and trends • Identifying most popular payment channels • Customer service and support • Ticketing systems where users can log the issues, questions, and calls, ensuring customers are happy and return to play more • Manage communities within orkut to communicate and interact with users. Google Confidential and Proprietary
  • 28. Payment Orkut Social Games • Paymentez • Leading payments platform for Social Networks in Brazil • Integrates in one single platform several Payment Gateways (Paypal, Pagseguro) to support credit and debit cards, boletos, and electronic transfers • Other payment methods: Prepaid Cards distributed in +100K POS across the country; Pin Numbers distributed through a network of Lan Houses (Internet Cafes); System with Brazilian offers • Single login technology for all apps in the same SN • Multilingual user interface and support (ticket system) • Already supporting 30M users and processing +45,000 transactions daily. • Custom integration Google Confidential and Proprietary
  • 29. Next Steps For those of you interested, 1:1 Meetings Contacts: Alejandro Villanueva, Google Developer Relations, Mountain View, California Eduardo Thuler Orkut Product Manager, Belo Horizonte, Brazil Thanks! Google Confidential and Proprietary