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10 Million in 10 Weeks
            What Stanford Learned Building Facebook Apps
                  A Stanford Course during Fall 2007




                                         BJ Fogg, Ph.D.
                                   Dan Ackerman-Greenberg
                                            Rob Fan

                         Graphing Social Patterns: March 2008

Contact: BJ Fogg - bjfogg@stanford.edu
10 Million in 10 Weeks

   Total Installed Users: 20M+
      5 apps @ 1M+ users
      10 apps @ 100k users
      20 apps @ 5k users

   Total Daily Active Users (DAU): 925k
   6 apps with ~ 100k DAU
   10 apps with > 10k DAU
   19 apps with > 500 DAU

   6 Apps in Facebook Top 100

   Top Apps (according to Adonomics): ~ $10M
Contact: BJ Fogg - bjfogg@stanford.edu         B
Captology and Persuasion   B
Contact: BJ Fogg - bjfogg@stanford.edu
The Idea Comes Together
                             BJ          -   Dave   -   Dan




Contact: BJ Fogg - bjfogg@stanford.edu                        B
Contact: BJ Fogg - bjfogg@stanford.edu   D
Curriculum (Alpha Version)
    3 Apps (!)                           Hoping to leverage . . .

    1. Virality                             Huge reading list

    2. Engagement                           Metrics-based grading

    3. Education-focused                    Psychology of technology




        Expecting 20-40 students...
Contact: BJ Fogg - bjfogg@stanford.edu                                 D
...120 showed up
Contact: BJ Fogg - bjfogg@stanford.edu           R
...So we scared some students off.
Contact: BJ Fogg - bjfogg@stanford.edu
                                               B
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
Rob Fan
                                           Yee Lee




                   Jia Shen              Greg Schwartz
                      ...and brought in more help!
Contact: BJ Fogg - bjfogg@stanford.edu                   D
7 person teaching team

                                         73 students




Contact: BJ Fogg - bjfogg@stanford.edu                 B
Contact: BJ Fogg - bjfogg@stanford.edu   B
Contact: BJ Fogg - bjfogg@stanford.edu   D
Every class was exciting and surprising   D
Contact: BJ Fogg - bjfogg@stanford.edu
Students drove us forward   B
Contact: BJ Fogg - bjfogg@stanford.edu
Initial Success!!!   R
Contact: BJ Fogg - bjfogg@stanford.edu
Success Stories
Contact: BJ Fogg - bjfogg@stanford.edu                 R
Contact: BJ Fogg - bjfogg@stanford.edu   B
Students come together outside of class... D
Contact: BJ Fogg - bjfogg@stanford.edu
10 Million in 10 Weeks

   Total Installed Users: 20M+
      5 apps @ 1M+ users
      10 apps @ 100k users
      20 apps @ 5k users

   Total Daily Active Users (DAU): 925k
   6 apps with ~ 100k DAU
   10 apps with > 10k DAU
   19 apps with > 500 DAU

   5 Apps in Facebook Top 100

   Top Apps (according to Adonomics): ~ $10M
Contact: BJ Fogg - bjfogg@stanford.edu         B
Final Expo in December 2007

                               500+ people show up
Contact: BJ Fogg - bjfogg@stanford.edu               R
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
BayCHI Student Presentation   B
Contact: BJ Fogg - bjfogg@stanford.edu
Contact: BJ Fogg - bjfogg@stanford.edu
Aftermath
       $500,000 - $1,000,000+ revenue generated since September

      At least 3 companies formed

      At least 2 companies acquired

      More job offers than students can handle

      Dan drops out of school to work with Rob and 3 other students
      from the class

      Teach the class again soon


Contact: BJ Fogg - bjfogg@stanford.edu                       D
More Successes
Contact: BJ Fogg - bjfogg@stanford.edu        R
Learnings from Stanford's FB Course

  #1. It's never too late to create a winning app
       When we launched course, over 6000 Facebook apps existed.

       10 weeks later, our students had 6 apps in the top 100




Contact: BJ Fogg - bjfogg@stanford.edu
Learnings from Stanford's FB Course

  #2. Simplicity & clarity are key to app success
       Apps need to be easily understood (value prop)


       Apps need to be easy to use



  The wrong direction:
     Clever names
     Lots of features


Contact: BJ Fogg - bjfogg@stanford.edu
Learnings from Stanford's FB Course

  #3. Speed & flexibility in launch & iterations
       Many crummy trials beat deep thinking

       Flexibility beats quality


  Deadly: Getting too attached to one app idea.




Contact: BJ Fogg - bjfogg@stanford.edu
Learnings from Stanford's FB Course

  #4. Community cooperation leads to success
       Students helped others a lot

       Sharing code, tips, insights . . . all were present in course.




Contact: BJ Fogg - bjfogg@stanford.edu
Learnings from Stanford's FB Course

  #5. Individual opinions about app are worthless
       Don't be swayed by one person's opinion.

       Just get the app out there and see what happens . . .


  Despite everyone's supposed quot;brilliancequot; . . .
     Often what seemed like a killer idea didn't work.

       Sometimes what seemed stupid worked very well.




Contact: BJ Fogg - bjfogg@stanford.edu
Learnings from Stanford's FB Course

  #6. Copying success is a cheap/fast way to succeed
       Novelty isn't the best approach to apps

       If you're desperate for a win, just copy something that's working


  Flipside: If your app is doing well, expect imitators.




Contact: BJ Fogg - bjfogg@stanford.edu
Learnings from Stanford's FB Course

  #7. Metrics do matter, but today's tools are too weak
       Of course, instrument your apps to track viral aspects

       No one offers a winning metrics package (yet) -- not even GA


  Our experience: Students often had to tweak GA and also create their
  own metrics tools.




Contact: BJ Fogg - bjfogg@stanford.edu
Learnings from Stanford's FB Course

  #8. You CAN learn to create a winning app
       Success with FB apps isn't luck or magic

       Many Stanford teams succeeded

       Teams who failed at first later created excellent apps (like Oregon
       Trail)




Contact: BJ Fogg - bjfogg@stanford.edu
Learnings from Stanford's FB Course

  #9. Success comes from the Chaos / Control Cycle
  (This point incorporates many of the previous points)

        Successful innovation is a process.




                                                  BJ Fogg's
                                                  Chaos/Control Cycle




Contact: BJ Fogg - bjfogg@stanford.edu
BJ Fogg's
                                           Chaos/Control Cycle




                           Our process for innovation
Contact: BJ Fogg - bjfogg@stanford.edu
Learnings from Stanford's FB Course

  #10. Mass Interpersonal Persuasion is finally here
       A new form of persuasion emerged in 2007

       This is a big deal (nothing as important since radio over 100 years
       ago)


  Implications:
  We can now do things never before possible, like 16 million installs in
  10 weeks. But even more significant applications are ahead of use
  (like world peace).

  Or . . . You can make lots of money quickly, if that's your goal.
Contact: BJ Fogg - bjfogg@stanford.edu
BJ Fogg - bjfogg@stanford.edu              see peace.stanford.edu for more


             A revolutionary new form of persuasion
10 Million in 10 Weeks
             What Stanford Learned Building Facebook Apps
                   A Stanford Course during Fall 2007



                                         BJ Fogg, Ph.D.
                                    Dan Ackerman-Greenberg
                                            Rob Fan




Contact: BJ Fogg - bjfogg@stanford.edu

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10 Million In 10 Weeks -- What Stanford Learned Building Facebook Apps

  • 1. 10 Million in 10 Weeks What Stanford Learned Building Facebook Apps A Stanford Course during Fall 2007 BJ Fogg, Ph.D. Dan Ackerman-Greenberg Rob Fan Graphing Social Patterns: March 2008 Contact: BJ Fogg - bjfogg@stanford.edu
  • 2. 10 Million in 10 Weeks Total Installed Users: 20M+ 5 apps @ 1M+ users 10 apps @ 100k users 20 apps @ 5k users Total Daily Active Users (DAU): 925k 6 apps with ~ 100k DAU 10 apps with > 10k DAU 19 apps with > 500 DAU 6 Apps in Facebook Top 100 Top Apps (according to Adonomics): ~ $10M Contact: BJ Fogg - bjfogg@stanford.edu B
  • 3. Captology and Persuasion B Contact: BJ Fogg - bjfogg@stanford.edu
  • 4. The Idea Comes Together BJ - Dave - Dan Contact: BJ Fogg - bjfogg@stanford.edu B
  • 5. Contact: BJ Fogg - bjfogg@stanford.edu D
  • 6. Curriculum (Alpha Version) 3 Apps (!) Hoping to leverage . . . 1. Virality Huge reading list 2. Engagement Metrics-based grading 3. Education-focused Psychology of technology Expecting 20-40 students... Contact: BJ Fogg - bjfogg@stanford.edu D
  • 7. ...120 showed up Contact: BJ Fogg - bjfogg@stanford.edu R
  • 8. ...So we scared some students off. Contact: BJ Fogg - bjfogg@stanford.edu B
  • 9. Contact: BJ Fogg - bjfogg@stanford.edu
  • 10. Contact: BJ Fogg - bjfogg@stanford.edu
  • 11. Rob Fan Yee Lee Jia Shen Greg Schwartz ...and brought in more help! Contact: BJ Fogg - bjfogg@stanford.edu D
  • 12. 7 person teaching team 73 students Contact: BJ Fogg - bjfogg@stanford.edu B
  • 13. Contact: BJ Fogg - bjfogg@stanford.edu B
  • 14. Contact: BJ Fogg - bjfogg@stanford.edu D
  • 15. Every class was exciting and surprising D Contact: BJ Fogg - bjfogg@stanford.edu
  • 16. Students drove us forward B Contact: BJ Fogg - bjfogg@stanford.edu
  • 17. Initial Success!!! R Contact: BJ Fogg - bjfogg@stanford.edu
  • 18. Success Stories Contact: BJ Fogg - bjfogg@stanford.edu R
  • 19. Contact: BJ Fogg - bjfogg@stanford.edu B
  • 20. Students come together outside of class... D Contact: BJ Fogg - bjfogg@stanford.edu
  • 21. 10 Million in 10 Weeks Total Installed Users: 20M+ 5 apps @ 1M+ users 10 apps @ 100k users 20 apps @ 5k users Total Daily Active Users (DAU): 925k 6 apps with ~ 100k DAU 10 apps with > 10k DAU 19 apps with > 500 DAU 5 Apps in Facebook Top 100 Top Apps (according to Adonomics): ~ $10M Contact: BJ Fogg - bjfogg@stanford.edu B
  • 22. Final Expo in December 2007 500+ people show up Contact: BJ Fogg - bjfogg@stanford.edu R
  • 23. Contact: BJ Fogg - bjfogg@stanford.edu
  • 24. Contact: BJ Fogg - bjfogg@stanford.edu
  • 25. Contact: BJ Fogg - bjfogg@stanford.edu
  • 26. BayCHI Student Presentation B Contact: BJ Fogg - bjfogg@stanford.edu
  • 27. Contact: BJ Fogg - bjfogg@stanford.edu
  • 28. Aftermath $500,000 - $1,000,000+ revenue generated since September At least 3 companies formed At least 2 companies acquired More job offers than students can handle Dan drops out of school to work with Rob and 3 other students from the class Teach the class again soon Contact: BJ Fogg - bjfogg@stanford.edu D
  • 29. More Successes Contact: BJ Fogg - bjfogg@stanford.edu R
  • 30. Learnings from Stanford's FB Course #1. It's never too late to create a winning app When we launched course, over 6000 Facebook apps existed. 10 weeks later, our students had 6 apps in the top 100 Contact: BJ Fogg - bjfogg@stanford.edu
  • 31. Learnings from Stanford's FB Course #2. Simplicity & clarity are key to app success Apps need to be easily understood (value prop) Apps need to be easy to use The wrong direction: Clever names Lots of features Contact: BJ Fogg - bjfogg@stanford.edu
  • 32. Learnings from Stanford's FB Course #3. Speed & flexibility in launch & iterations Many crummy trials beat deep thinking Flexibility beats quality Deadly: Getting too attached to one app idea. Contact: BJ Fogg - bjfogg@stanford.edu
  • 33. Learnings from Stanford's FB Course #4. Community cooperation leads to success Students helped others a lot Sharing code, tips, insights . . . all were present in course. Contact: BJ Fogg - bjfogg@stanford.edu
  • 34. Learnings from Stanford's FB Course #5. Individual opinions about app are worthless Don't be swayed by one person's opinion. Just get the app out there and see what happens . . . Despite everyone's supposed quot;brilliancequot; . . . Often what seemed like a killer idea didn't work. Sometimes what seemed stupid worked very well. Contact: BJ Fogg - bjfogg@stanford.edu
  • 35. Learnings from Stanford's FB Course #6. Copying success is a cheap/fast way to succeed Novelty isn't the best approach to apps If you're desperate for a win, just copy something that's working Flipside: If your app is doing well, expect imitators. Contact: BJ Fogg - bjfogg@stanford.edu
  • 36. Learnings from Stanford's FB Course #7. Metrics do matter, but today's tools are too weak Of course, instrument your apps to track viral aspects No one offers a winning metrics package (yet) -- not even GA Our experience: Students often had to tweak GA and also create their own metrics tools. Contact: BJ Fogg - bjfogg@stanford.edu
  • 37. Learnings from Stanford's FB Course #8. You CAN learn to create a winning app Success with FB apps isn't luck or magic Many Stanford teams succeeded Teams who failed at first later created excellent apps (like Oregon Trail) Contact: BJ Fogg - bjfogg@stanford.edu
  • 38. Learnings from Stanford's FB Course #9. Success comes from the Chaos / Control Cycle (This point incorporates many of the previous points) Successful innovation is a process. BJ Fogg's Chaos/Control Cycle Contact: BJ Fogg - bjfogg@stanford.edu
  • 39. BJ Fogg's Chaos/Control Cycle Our process for innovation Contact: BJ Fogg - bjfogg@stanford.edu
  • 40. Learnings from Stanford's FB Course #10. Mass Interpersonal Persuasion is finally here A new form of persuasion emerged in 2007 This is a big deal (nothing as important since radio over 100 years ago) Implications: We can now do things never before possible, like 16 million installs in 10 weeks. But even more significant applications are ahead of use (like world peace). Or . . . You can make lots of money quickly, if that's your goal. Contact: BJ Fogg - bjfogg@stanford.edu
  • 41. BJ Fogg - bjfogg@stanford.edu see peace.stanford.edu for more A revolutionary new form of persuasion
  • 42. 10 Million in 10 Weeks What Stanford Learned Building Facebook Apps A Stanford Course during Fall 2007 BJ Fogg, Ph.D. Dan Ackerman-Greenberg Rob Fan Contact: BJ Fogg - bjfogg@stanford.edu