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Facebook Big Pimping: Using Social Networks & Platforms to Drive Content & App Distribution

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High-level presentation on Facebook; use of social networks & platforms for content & app distribution. (rough draft)

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Facebook Big Pimping: Using Social Networks & Platforms to Drive Content & App Distribution

  1. Facebook Big Pimping: Using Social Networks & Platforms to Drive Content & App Distribution Dave McClure 500 Hats 08/01/08
  2. Overview <ul><li>Social Networks enable Viral Distribution of Content & Apps via Friends Lists + 1) Messaging, 2) Profile Surfing, 3) News Feeds </li></ul><ul><li>Social “Gestures” & Communication (pokes, wall posts, emails) drive User Engagement & Distribution </li></ul><ul><li>Social Content (notes, photos, videos) can be “tagged” with people data that also drives User Engagement & Distribution </li></ul><ul><li>Social Applications are “carriers” for Content & Communication </li></ul><ul><li>Facebook Connect enables “data portability” for logins, profile data, friend lists, and other social network content, data, & applications </li></ul><ul><li>Facebook Payments is coming… soon? </li></ul>
  3. Overview <ul><li>Social Networks: Profiles, Pages, Friend Lists </li></ul><ul><li>Social Content: Notes, Photos, Videos, etc </li></ul><ul><li>Social Gestures: Tagging, Poking, Notifications </li></ul><ul><li>Viral Channels: Feeds, Email, Profiles </li></ul><ul><li>Facebook Platform: Apps & APIs </li></ul><ul><li>Facebook Connect, Facebook Payments </li></ul><ul><li>Summary </li></ul>
  4. Social Networks: Profiles, Pages, Friends Lists
  5. Overview <ul><li>Social Networks: Profiles, Pages, Friend Lists </li></ul><ul><li>Social Content: Notes, Photos, Videos, etc </li></ul><ul><li>Social Gestures: Tagging, Poking, Notifications </li></ul><ul><li>Viral Channels: Feeds, Email, Profiles </li></ul><ul><li>Facebook Platform: Apps & APIs </li></ul><ul><li>Facebook Connect, Facebook Payments </li></ul><ul><li>Summary </li></ul>
  6. Social Content: Wall, Notes, Photos, Videos
  7. Overview <ul><li>Social Networks: Profiles, Pages, Friend Lists </li></ul><ul><li>Social Content: Notes, Photos, Videos, etc </li></ul><ul><li>Social Gestures: Tagging, Poking, Notifications </li></ul><ul><li>Viral Channels: Feeds, Email, Profiles </li></ul><ul><li>Facebook Platform: Apps & APIs </li></ul><ul><li>Facebook Connect, Facebook Payments </li></ul><ul><li>Summary </li></ul>
  8. Social Gestures: Tagging, Poking, Notifications
  9. Overview <ul><li>Social Networks: Profiles, Pages, Friend Lists </li></ul><ul><li>Social Content: Notes, Photos, Videos, etc </li></ul><ul><li>Social Gestures: Tagging, Poking, Notifications </li></ul><ul><li>Viral Channels: Feeds, Email, Profiles </li></ul><ul><li>Facebook Platform: Apps & APIs </li></ul><ul><li>Facebook Connect, Facebook Payments </li></ul><ul><li>Summary </li></ul>
  10. Viral Channels: Feeds, Email, Profiles
  11. Overview <ul><li>Social Networks: Profiles, Pages, Friend Lists </li></ul><ul><li>Social Content: Notes, Photos, Videos, etc </li></ul><ul><li>Social Gestures: Tagging, Poking, Notifications </li></ul><ul><li>Viral Channels: Feeds, Email, Profiles </li></ul><ul><li>Facebook Platform: Apps & APIs </li></ul><ul><li>Facebook Connect, Facebook Payments </li></ul><ul><li>Summary </li></ul>
  12. Facebook Platform & Apps <ul><li>Platform launch May 2007 -> Thousands of Apps; Millions of Users </li></ul><ul><ul><li>Hosted app environment for simple, lightweight apps </li></ul></ul><ul><ul><li>Apps are “aware” of user profile data, friend lists, other platform content </li></ul></ul><ul><ul><li>Simple, powerful language abstraction using FBML / FQL </li></ul></ul><ul><ul><li>Use of Email, Notifications, Profiles, Feeds to drive distribution </li></ul></ul><ul><ul><li>Massive adoption by developer & user community… but, </li></ul></ul><ul><li>Mostly simple, viral (spammy?), distribution-focused apps </li></ul><ul><ul><li>SuperWall / FunWall knock-offs </li></ul></ul><ul><ul><li>Poke / Communication / Flirting Apps / Quiz Apps </li></ul></ul><ul><ul><li>Lots of Profile Bling </li></ul></ul><ul><li>A few highly-engaging apps </li></ul><ul><ul><li>Category winners: iLike, Flixster, Virtual Bookshelf, Where I’ve Been </li></ul></ul><ul><ul><li>Social Games: Scrabulous, Jetman, Oregon Trail (SGN, Zynga, Serious Bizness) </li></ul></ul><ul><li>A few brand-oriented & productivity-oriented apps </li></ul><ul><ul><li>“ Branded-experience” apps </li></ul></ul><ul><ul><li>Monetization via Ad Networks (Social Media, Lookery, Offerpal, Buddy Media) </li></ul></ul>
  13. Overview <ul><li>Social Networks: Profiles, Pages, Friend Lists </li></ul><ul><li>Social Content: Notes, Photos, Videos, etc </li></ul><ul><li>Social Gestures: Tagging, Poking, Notifications </li></ul><ul><li>Viral Channels: Feeds, Email, Profiles </li></ul><ul><li>Facebook Platform: Apps & APIs </li></ul><ul><li>Facebook Connect, Facebook Payments </li></ul><ul><li>Summary </li></ul>
  14. Facebook Connect, Facebook Payments <ul><li>Facebook Connect </li></ul><ul><li>Standardized User Login for use OFF-Platform (outside Facebook) </li></ul><ul><li>Access to ON-Platform data (user profiles, friend lists) </li></ul><ul><li>“ Data Portability” -> take my network with me, anywhere on the web </li></ul><ul><li>Lightweight app framework for use OFF-network </li></ul><ul><li>Possibility : 100M+ users across the web; “1-click” login / “always logged in Internet”, use of FB Connect use by branded sites & retailers </li></ul><ul><li>Facebook Payments </li></ul><ul><li>Not launched yet; “coming soon” (guesstimate = 3-6 months) </li></ul><ul><li>On-platform payment option (wallet? Micro-transactions?) </li></ul><ul><li>Off-platform payment option (via FB Connect) </li></ul><ul><li>Possibility : Social Commerce, “Viral” Products / Digital Goods </li></ul>
  15. Overview <ul><li>Social Networks: Profiles, Pages, Friend Lists </li></ul><ul><li>Social Content: Notes, Photos, Videos, etc </li></ul><ul><li>Social Gestures: Tagging, Poking, Notifications </li></ul><ul><li>Viral Channels: Feeds, Email, Profiles </li></ul><ul><li>Facebook Platform: Apps & APIs </li></ul><ul><li>Facebook Connect, Facebook Payments </li></ul><ul><li>Summary </li></ul>
  16. Summary <ul><li>Social Network Profiles & Pages for Companies, Products, Brands </li></ul><ul><li>“ Social” Content Creation & Distribution via Viral Channels, Tagging </li></ul><ul><li>Branded App Creation, Distribution using Social Network Platforms </li></ul><ul><li>“ Advertising 2.0” via social apps & content, user profile data & targeting </li></ul><ul><li>FB Connect for user logins, access to user profile data & friend lists </li></ul><ul><li>“ Social Commerce” using FB Connect + FB Payments </li></ul><ul><li>Branded Content & App distribution via social networks & platforms </li></ul>
  17. Links & Resources <ul><li>Dave McClure: Master of 500 Hats </li></ul><ul><li>7 Steps to Your Facebook Strategy (TechCrunch) </li></ul><ul><li>Second Age of Aquarius: Facebook Connect + Facebook Payments (Social Sign-on + Viral E-Commerce) </li></ul><ul><li>Memo to Google, Yahoo, Microsoft, & AOL: How to Turn 500M email logins into Facebook Platform (& a Crapload of Revenue) </li></ul><ul><li>Web 3.0 isn't the Semantic Web, it's Hailstorm 2.0 (Why it Matters & How Microsoft-Yahoo can beat Google) </li></ul><ul><li>Business Models for Social Networks: Monetizing Social Capital, The Long Tail of Cool, & The Friends List </li></ul><ul><li>Other Smart Folks </li></ul><ul><li>Developer incentives in social networking platforms (Max Levchin) </li></ul><ul><li>The Future of Social Networks (Charlene Li, Forrester Research) </li></ul><ul><li>Viral Marketing & Advertising Strategies for Social Networks (Kevin Barenblat, Context Optional) </li></ul><ul><li>Facebook Marketing Bible: Marketing Your Brand, Company, Product, or Service Inside Facebook (Justin Smith, InsideFacebook.com ) </li></ul><ul><li>What's your Viral Loop? (Andrew Chen, Futuristic Play) </li></ul><ul><li>SocialTimes.com , AllFacebook.com (Nick O’Neill) </li></ul><ul><li>Graphing Social Patterns East & West Conferences (O’Reilly Media) </li></ul>

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