Organic & Paid Strategies On Fb v4

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Organic & Paid Strategies On Fb v4

  1. 1. Organic and Paid Strategies on Facebook v2.0 Ro Choy 10/6/07
  2. 2. Agenda <ul><li>Why all the hubbub? </li></ul><ul><li>Organic Growth on Facebook: RockYou’s Story </li></ul><ul><li>Paid Growth on Facebook: Ad Networks </li></ul><ul><li>Q&A </li></ul><ul><li>Live walk-throughs </li></ul>
  3. 3. Rise of the Social Networks Google/Yahoo/MySpace/Facebook/hi5 Social Network Comparison (Comscore U.S.) Open social networking platforms are a massive opportunity. The social web is its result.
  4. 4. What is RockYou? <ul><li>- over 50 million widgets live across </li></ul><ul><li>social networks </li></ul><ul><li>- over 150 million views per day across </li></ul><ul><li>network of widgets </li></ul><ul><li>- over 35 million monthly unique visitors </li></ul><ul><li>- over 15 million registered users </li></ul><ul><li>growing 900K new users a month </li></ul><ul><li>- over 700K widgets embedded daily </li></ul>Widget Creations/day 0 100000 200000 300000 400000 500000 8/25/2006 10/25/2006 1/3/2007 6/8/2007 RockYou is the leading provider of widgets on the web with massive awareness and penetration of social network users (Myspace, Facebook, hi5, Bebo, Friendster)
  5. 5. Leadership across widgets <ul><li>Slideshows </li></ul><ul><li>24 transitions </li></ul><ul><li>Animated captions </li></ul><ul><li>Music </li></ul><ul><li>Other Services </li></ul><ul><li>Glitter Text </li></ul><ul><li>Fun Notes </li></ul><ul><li>PhotoFX </li></ul><ul><li>Voicemail </li></ul><ul><li>Countdown Timer </li></ul><ul><li>Corkboard </li></ul><ul><li>Voice Comment </li></ul><ul><li>Scratcher </li></ul><ul><li>Gizmoz </li></ul><ul><li>Games </li></ul><ul><li>Monetization </li></ul><ul><li>Sponsored content </li></ul>RockYou offers some of the most popular photo, text and voice-based widgets on the web.
  6. 6. Increasing Traffic on RockYou <ul><li>Users: 15M </li></ul><ul><li>Marketing: None </li></ul><ul><li>Cost: $0 </li></ul>“ the top sites among teens have shifted to those providing assistance with social networking profiles” Nielsen/NetRatings F8 Platform Launched
  7. 7. Self Expression (MySpace, Bebo, Friendster, et. al.) Casino Royale, Sony Pictures 75K created (30 days) Leigh Nash, Nettwerk Records 150K created (30 days) Horoscope, Frengo 300K created (30 days)
  8. 8. Engagement (Facebook and others coming soon) Horoscope, Frengo 2000K created (30 days) 7x more Music Videos, Yahoo! 900K created (30 days)
  9. 9. Distribution Methods Networks with engagement (access to friends) give you 7x more distribution
  10. 10. Leadership on Facebook <ul><li>Superwall 10.0M ~70,000 </li></ul><ul><li>XMe 9.0M ~50,000 </li></ul><ul><li>Likeness 9.1M ~100,000 </li></ul><ul><li>Zombies/Vampires 9.0M ~100,000 </li></ul><ul><li>Werewolves </li></ul><ul><li>Horoscopes 5.6M ~12,000 </li></ul><ul><li>Slideshows 1.9M ~5,000 </li></ul><ul><li>Emote 1.7M ~10,000 </li></ul>Number of Facebook Users Application Number of New Users per Day RockYou has over 15 Facebook apps with 40M live installs and 10 out of the top 40 applications on Facebook (all with 1MM+ users).
  11. 11. Complete Cycle: 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! Cross Promotion is key!
  12. 12. 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>
  13. 13. 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
  14. 14. Ad Networks on Facebook <ul><li>3 rd 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><ul><li>Cost ranges from $0.10 - $0.30 CPC and $0.15 - $0.60 CPI </li></ul><ul><li>Behavioral and interest based ad targeting </li></ul>
  15. 15. Things to Consider <ul><li>Total potential throughput of the ad network </li></ul><ul><li>Quality of ads </li></ul><ul><li>Ad copy => Make it actionable </li></ul><ul><li>Viral tuning is still key </li></ul><ul><li>Multiplier effect on Facebook from purchase </li></ul>
  16. 16. Music Videos (Yahoo!)
  17. 17. 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>
  18. 18. Complete Cycle: Yahoo! Music <ul><li>Design: Monday 7/23 </li></ul><ul><li>Implementation: 7/23-7/29 </li></ul><ul><li>Deployed: Monday 7/30 </li></ul><ul><li>Advertising: Tuesday 7/31 100K users </li></ul><ul><li>Growth: 6 weeks </li></ul>1.15M Users Over 100x more than original
  19. 19. Key Takeaways for Growth <ul><li>Self-expression vs Engagement (Destination vs Service) </li></ul><ul><li>Cross promotion is key </li></ul><ul><li>Integration is a good proxy </li></ul><ul><li>First (viral) mover advantage </li></ul><ul><li>Build w/ new users in mind </li></ul><ul><li>Engagement can generate virality </li></ul>

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