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Facebook Application Marketing


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I put together a presentation for the Facebook Developers Garage in Santa Monica to open up a discussion about how to market your Facebook application. The premise was this: if you understand all the integration points and apply some “Marketing 101″ you have a much better chance of making a viral application.

Published in: Economy & Finance, Technology

Facebook Application Marketing

  1. 1. Facebook Application Marketing LA Facebook Developers Garage July 17, 2007 Pete Mauro [email_address] id=500074798
  2. 2. Why listen to Pete? <ul><li>Not a FB expert, but… </li></ul><ul><li>14 years experience launching digital media products </li></ul><ul><li>5+ years digital marketing for Warner Bros. </li></ul><ul><li>FB R&D for my startup </li></ul>
  3. 3. Overview Understanding App Integration Points + Marketing 101 = Better chance for your app to succeed
  4. 4. Advertising on FB is Free <ul><li>Distribution </li></ul><ul><ul><li>Friends (100 people) </li></ul></ul><ul><ul><li>Everyone (30 million people) </li></ul></ul><ul><li>Integration Points = Ad Inventory </li></ul><ul><ul><li>Directory </li></ul></ul><ul><ul><li>Newsfeed </li></ul></ul><ul><ul><li>Profile Page </li></ul></ul><ul><ul><li>Facebook Mail </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Canvas Pages </li></ul></ul><ul><ul><li>Many more… </li></ul></ul>
  5. 5. Call to Action is Key Draw graffiti on Blake’s Wall Install Graffiti Bad Good To improve your popularity, invite more friends to make their own Top Friends list. Invite more friends!
  6. 6. News Feed <ul><li>Critical communication channel </li></ul><ul><li>1000’s of potential stories are considered </li></ul><ul><li>Based on proprietary algorithm, plus </li></ul><ul><ul><li>Both people need to have app installed </li></ul></ul><ul><ul><li>Individual user privacy settings affect feed </li></ul></ul><ul><li>News Feed Optimization is key - see further reading </li></ul>
  7. 7. Profile Page Profile action links Mini-feed Profile Box Pulldown
  8. 8. Mini-feed <ul><li>Leverage images </li></ul><ul><li>Show off your content </li></ul><ul><li>Communicate value </li></ul><ul><li>Add call to action </li></ul><ul><li>Show popularity </li></ul>
  9. 9. Use the Profile Picture Link <ul><li>Link to key action </li></ul><ul><li>Make every word count </li></ul><ul><li>Don’t assume I have ever heard of your app </li></ul><ul><li>Be clear </li></ul>
  10. 10. Advertise on the Profile Box
  11. 11. 3 Keys to Successful Invitations <ul><li>Intelligently work the 10 / day limit </li></ul><ul><li>Discourage accidental spam </li></ul><ul><li>Provide a great reason to accept </li></ul>
  12. 12. Great Invitation Design
  13. 13. Why should I accept? “ Top friend? I’m popular!”
  14. 14. Inviting with Content
  15. 15. Need to Install to See it
  16. 16. Share Buttons
  17. 17. Sharing goes to the In-Box
  18. 18. Share vs Invite <ul><li>Share Pros </li></ul><ul><li>Stands out </li></ul><ul><li>Does not require install </li></ul><ul><li>Share Cons </li></ul><ul><li>Does not encourage user to add app </li></ul><ul><li>No stories </li></ul><ul><li>Invite Pros </li></ul><ul><li>Encourages people to add app </li></ul><ul><li>Invite Cons </li></ul><ul><li>Spammy? </li></ul><ul><li>No preview </li></ul><ul><li>Alert is not as visible </li></ul><ul><li>Can be marked as spam </li></ul>
  19. 19. Application Directory <ul><li>FB says directory will be improved </li></ul><ul><li>Focus on fundamentals </li></ul><ul><ul><li>Packaging: Key Art, Copy </li></ul></ul><ul><ul><li>Positioning & Differentiation </li></ul></ul><ul><li>Strong voice & personality </li></ul>
  20. 20. Cross Promotion
  21. 21. Deep Integration <ul><li>5 Slide Apps Promoted on Top Friends </li></ul><ul><li>Top friends is a platform in itself </li></ul>
  22. 22. Additional Integration Points <ul><li>More added all the time… </li></ul><ul><li>Use them all to make your app more viral </li></ul>Wall attachments Application pull-down
  23. 23. Further Reading Facebook: Anatomy of a Facebook Application http://developers. facebook .com/anatomy. php Inside Facebook: NFO (News Feed Optimization) is the new SEO http://www. insidefacebook .com/2007/07/16/inside-facebook-nfo-is-the-new-seo/ Presentation and links: Master of 500 Hats: Marketing Facebook Apps: All About the FEED, n00bs! http://500hats. typepad .com/500blogs/2007/07/marketing-faceb.html Pete Mauro [email_address] id=500074798