Introduction about OpenSocial for brand adverisers and media. This presentation includes slides from Ro Choy from RockYou. It was presented in Sao Paulo during the OpenSocial South America Tour, to an audience of marketing professionals and media.
2. Google APIs Evangelist: Patrick Chanezon
Paris - San Francisco
API Evangelist - OpenSocial
Checkout, AdWords
Software plumber
Java geek… in scripting rehab: Ruby,
JavaScript, PHP, Python
Open Source: ROME, AdWords (Java, C#,
Ruby)
Sun: Blogs, Portals, eCommerce
Netscape/AOL: LDAP, Calendar, App
Servers, CMS, MyNetscape (RSS)
More on my blog http://wordpress.
chanezon.com
Links and slides at http://del.icio.us/chanezon/
3. Google APIs (Circa November 2006, Mainz)
Why are we doing do it?
Our mission: “Organize the world’s information and make it universally accessible and useful”
We can’t organize it all ourselves
14 Google APIs on http://code.google.com… and counting!
Google Data Enterprise
API APIs
Calendar Homepage
API API
Maps API Related
AdWords API Links
Blogger API Sitemaps
Data APIs Talk (XMPP)
Desktop SDK Toolbar API
Earth (KML) Web Search
API
4. Google APIs (Circa May 2007, Buenos Aires)
Why are we doing do it?
Our mission: “Organize the world’s information and make it universally accessible and useful”
We can’t organize it all ourselves
32 Google APIs on http://code.google.com… and counting!
Checkout API Enterprise APIs
Data API Homepage API
8 services YouTube API
Maps API Sitemaps
AdWords API Talk (XMPP)
Ajax Search API Toolbar API
Ajax Feed API Google Web
Desktop SDK Toolkit
…
5. Google APIs (Circa September 2007, San
Francisco)
Why are we doing do it?
Our mission: “Organize the world’s information and make it universally accessible and useful”
We can’t organize it all ourselves
37 Google APIs on http://code.google.com/apis… and counting!
Checkout API Enterprise APIs
Data API Homepage API
8 services YouTube API
Maps API Sitemaps
AdWords API Talk (XMPP)
Ajax Search API Toolbar API
Ajax Feed API Google Web
Desktop SDK Toolkit
…
6. Google APIs Today (Circa April 2008, Redwood City)
Why are we doing do it?
Our mission (it has not changed): “Organize the world’s information and make it universally
accessible and useful”
We can’t organize it all ourselves
N Google APIs on http://code.google.com/apis… and counting!
Let’s script it so that I can reuse this slide
wget http://code.google.com/more/ -q -O - | grep
products-short-desc | wc -l
55
Including 3 Platforms
18. Jaiku’s Jyri Engeström's 5 rules for social
networks: social objects
1. What is your object?
2. What are your verbs?
3. How can people share the objects?
4. What is the gift in the invitation?
5. Are you charging the publishers or the spectators?
http://tinyurl.com/yus8gw
19. How do we socialize objects
online
without having to create yet
another social network?
26. Borges on Walled Gardens
quot;To enclose an orchard or a garden is
common, but not an empirequot;
About Chinese emperor Shih Huang Ti and the great Wall of
China
Jorge Luis Borges, quot;The Wall and the Booksquot;, Selected Non
Fictions
27. Google APIs Guide: Hal Varian
OpenSocial is a straightforward application of chapters 8 and 9 of his
1998 book quot;Information Rulesquot;
“Standards change competition for a market to competition within a
market”
Network Effects
Lock-In and Switching Costs
Standards
28. OpenSocial
A common open set of APIs for
building social applications across
multiple sites
30. Open: OpenSocial Foundation
OpenSocial Foundation
http://opensocial.org/
Keep the specification Open
Specifications discussed on Public Google Group
Will probably use the IETF process
31.
32.
33.
34. Why should you care about OpenSocial?
Developers/Brands: Distribution >200
Million users
Social Sites: Features
Users: More applications
42. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
43.
44. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
45.
46. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
47. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
48.
49. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
50. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
51. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
52. A standard for everyone
This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
53. How does it work?
10 minutes to an OpenSocial app
54. One API, Many Websites
One API
client-side JavaScript - version 0.7 ready for production
standard Web development tools: HTML + Javascript
server optional
server-side REST (initial proposal under review)
Google proposal based on Atom Publishing Protocol
AtomPub and JSON
Many Websites
every OpenSocial website exposes the same API
==> more users for every app
==> more apps for every user
55. Core Services
People (quot;who I amquot;, quot;who are my friendsquot;)
Activities (quot;what I'm doingquot;)
Persistence (state without a server)
57. Social Applications Monetization
Several business models possible (cf Dave McClure Web 2.0
Expo 2008 presentation)
AdSense
Brand the App (brand advertising)
Free -> Freemium
Refferals
Sell virtual or real goods (ex: MixBook)
Brand Advertising on Social Applications
(See RockYou's Ro Choy Web 2.0 Expo 2008 presentation)
58. OpenSocial for Brand Advertising
Has started on Facebook already
Many brands planning for OpenSocial now
Leverage viral channels offered by Social Platforms
Companies that can help agencies create these apps
RockYou: leader on US market
Mentez
Globant
59. Bling Bling: Marketing and
Monetizing Through Social
Applications April 2008
Slides from Ro Choy, RockYou
Presented at Web 2.0 Expo
60. Marketing Opportunities with Social Applications
Successful marketing for social media should focus on social applications:
1. Application content integration
Integrating brand or product as part of user experience
Example: Likeness quiz, virtual gifts, greeting cards, virtual actions, etc
1. Sponsorships or branding of applications
App takeover or skinning w/ possible promotion
Example: Skin application w/ sweepstakes or contest
1. Custom social application building & distribution
Build a social app for advertiser and/or distribute it through social
network specific ad networks
Example: Build, viral tune, launch, and seed an app recruiting users
from RockYou’s leading ad network jumpstarting viral spread of app
1. Rich Media
61. Application Integration & Application Takeovers
Click-Through Rate
Social Networks (1) Web (1) Average Best
RockYou RockYou
Ads Ad Campaigns
(1) Business Week (2/7/2008)
62. Application Development and Promotion
Some rules of thumb from Context Optional.
Frictionless: simple, less is more
Audience: on Facebook for their friends
Communication: integrate into the viral channels
Engagement: hook users to return regularly
Business model: design with monetization in mind
Objective: establish goals and success metrics
Obvious: make each page’s purpose clear
Keep working: develop, test, repeat
63. Online Advertising Growing
Social Advertising Growing 3x Faster
Global Online Media Advertising Global Social Networking Advertising
($Bn) ($MM)
CAGR: 22%
CAGR: 65%
Source: eMarketer
64. Context is the key to social application monetization
High context
High virality
Apps add context to
social networks.
Social apps are viral
Social
Applications
Low context
High virality
Low context from
High context photo browsing
Low virality
Search is not viral Contextual Virality /
targeting Hyper-
targeting
65. Monetizing Social Media
Application Cross-promotion
CPI (Cost per Installation) = $0.30-$0.50
Selected Customers:
Agency-sourced Branded Advertising
CPM (Cost per Impression) = $2.00 - $10.00
Type of Ads Using CPM: Branded Ads, Takeovers, App Integration
Selected Customers:
Direct Response and Lead Generation
CPA (Cost per Action)
Type of Ads Using CPA: Mobile Offering, Education, Finance
Selected Customers:
Virtual Goods, Micro-transactions & Subscription
67. Agency-Sourced Branded Advertising
Direct selling is required - work with ad rep companies to help source agency
relationships
Alloy Media & Marketing
Clearspring
Appsavvy
Agencies are looking for new, materially impactful experiences for their clients
(same as the regular web)
Application takeovers
Niche demographic reach or custom content
Performance
Productize the offerings of your application/site
Agency-sourced campaigns range from $30K to $150K spend
International brand marketing can be significant
UK/Europe
Canada
South America
Internal resources are needed to support agency work
Ad operations
Reporting
68. OpenSocial for Publishers/Media
Socializing Content: Problem and Opportunities
Problem
email + password protected urls -> Hard to socialize around
content
Opportunity
Tribune de Geneve example: viral adoption, fun, branding
69. OpenSocial for Publishers: Distribution
Distribute your content to 200+M users
Move your content to where users spend their time
Get users more engaged with your content
Leverage the viral channels while staying in control
70. OpenSocial for Publishers: Monetization
Social sites determine the monetization policy
Hi5, MySpace, you can monetize on canvas page
A lot of experimentation needs to happen in the next
6 months: YOU should experiment!
71. OpenSocial for Publishers: Socialize
your site
Leverage Social Networks directly from your site
You need a REST API for that
Proposal in public Forum: comment on it
You can leverage MySpace proprietary REST API
now to experiment
72. Conclusion: OpenSocial is a great
opportunity for Publishers
OpenSocial is an open standard to make the web
more social
The whole web
Different types of sites: mainstream, professional,
enterprise
International
Publishers should leverage this new opportunity to
distribute their content, make it more engaging, and
monetize it.
74. 2nd social network in the world
>60M users
Big in Brazil and India
Use case: self expression, communication
Status:
OpenSocial available for users in India
since last week
Directory limited to 19 applications for
now
76. Orkut Policies
Viral Channels
Only ActivityStream for now
Security
makeRequest uses RSA
See PHP sample to validate signature
Monetization
Advertise on Canvas Pages
Use any Advertising Network
Keep proceeds for yourself
Respect the T&Cs
http://code.google.com/apis/orkut/docs/orkutdevguidelines.
html#monetization
77. iGoogle Users
iGoogle was the fastest growing Google product
in 2006 and 2007
iGoogle has tens of millions of users worldwide.
More than 20% of visits to the Google homepage
in the U.S. are to iGoogle.
iGoogle is available in 42 languages and over 70
countries.
Approximately 50% of iGoogle users are in the U.
S., with large user bases in the U.K., France,
Japan, Germany, Canada, Spain, Italy and the
Netherlands.
78. iGoogle Developers
Users have added more than 100,000 unique
gadgets to their iGoogle pages.
Currently there are over 47,000 gadgets (up from
9,000 in Q3 2007) and 200,000 feeds available in
our public directory for users to add to their own
webpage, in addition to their iGoogle page. All
gadgets are free.
http://www.google.com/ig/directory?synd=open
Our top developers include a Database Specialist
from the University of Southern Maine, a stay-at-
home mom from Utah, and a computer science
major from Puerto Rico.
79. iGoogle Social
Sandbox launched yesterday 4/21
For developers, Friends manager gadget
Social Content Platform as opposed to a social
network
Helping you filter your information consumption:
using friends to help you discover and filter as
opposed to communicate and self express
Use Cases: media, commerce, games
games and twitter should work well, throwing
sheep won't work
80. iGoogle Social
In iGoogle Viewer=Owner, main difference
with Orkut
quot;I talk about social networks as performance
spaces- Orkut is Karaoke, iGoogle is
watching a concert. You want it to be clear
which one you are doing.quot;
Kevin Marks, OpenSocial Developer
Advocate
81. iGoogle Policies
Viewer = Owner
Key difference between iGoogle and Orkut
AppData
10Kb
Viral Channels
sendMessage soon
Monetization
Ads on the Canvas pages
Home/Dashboard view is private
82. Conclusion: OpenSocial is open for
Business
OpenSocial is making the web more social
The current version 0.7 is in production
Developers can start creating social applications today
Orkut, Myspace, Hi5 open to consumers now
Orkut in India now: Brazil real soon!
Social sites: implement OpenSocial
get Shindig and start planning
Advertisers: create brand advertising Apps now
Media: get your content more social
83. Hackathons
Hacker’s Marathons: Pizza, Beer and Code
Worldwide: Bangalore, Mexico, Buenos Aires, London, Mountain View,
…
With partners: OpenSocial hackathons with MySpace, Hi5,SixApart, …
Hackathon in Buenos Aires in May - Mentez contest in Brazil
84. A two day developer gathering focused on
pushing the boundaries of web applications.
May 28-29, 2008
San Francisco
Learn more and register at http://code.google.com/events/io
85. Globant and OpenSocial
Globant worked on Google Checkout: excellent tech work, we
became friends
Involved in OpenSocial Trusted Testers: created cool apps
Created an OpenSocial practice: build apps and containers for
social sites