Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social App Dev 101: Elements of Style (Jia Shen)

Jia Shen's presentation on Social App Development from Graphing Social Patterns West 2008

  • Login to see the comments

Social App Dev 101: Elements of Style (Jia Shen)

  1. rock you it’s all you!
  2. RockYou is the leading provider of social network applications <ul><li>Invented the Space </li></ul><ul><li>Double Digit penetration across leading social networks (MySpace, Facebook, Bebo..) </li></ul><ul><li>105 Million Uniques </li></ul><ul><li>1.5 Billion Pageviews </li></ul><ul><li>150+Million Widget views a day </li></ul>
  3. Application Development by the numbers <ul><li>Marketing / Validation </li></ul><ul><li>Growth </li></ul><ul><li>Engagement </li></ul>
  4. Application Phases <ul><li>Marketing / Validation </li></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Messaging </li></ul></ul><ul><ul><li>Channels </li></ul></ul>
  5. Application Verticals <ul><li>Channel – Superwall, HugMe </li></ul><ul><li>Content – Flixster, iLike, Watercooler </li></ul><ul><li>Quiz – Likeness, Flixster, Compare Ppl </li></ul><ul><li>Games – Zombies, FluffFriends, SpeedRacer </li></ul><ul><li>Gifts – Grow-a-gift, Free Gifts </li></ul><ul><li>Self Expression – Cities I’ve Visitied, Bumper Sticker </li></ul>
  6. Audience Skew heavily to teen and young adult women—brand influencers
  7. Facebook Channels <ul><li>News Feed </li></ul><ul><li>Notifications </li></ul><ul><li>Email </li></ul><ul><li>Profile </li></ul><ul><li>Invites </li></ul><ul><li>Profile Action </li></ul><ul><li>Non-user pages </li></ul><ul><li>Profile Action </li></ul>
  8. Messaging <ul><li>What are the call to actions </li></ul>
  9. Application Phases <ul><li>Growth </li></ul><ul><ul><li>Break viral barrier </li></ul></ul><ul><ul><li>Tune growth (Install vs uninstall) </li></ul></ul>
  10. Viral Multiplier <ul><li>App grows without promotion </li></ul><ul><li>1 user causes at least 1 user to install </li></ul>
  11. Tuning <ul><li>Track everything. Graph it, trend it. </li></ul><ul><li>Notification / Invite Allocations </li></ul><ul><li>Notification spam blocking </li></ul>
  12. Application Phases <ul><li>Engagement </li></ul><ul><ul><li>Saturated social circles </li></ul></ul><ul><ul><li>Tune for experience </li></ul></ul>
  13. Virality vs Engagement <ul><li>Virality </li></ul><ul><ul><li>Grow outside of core group of users </li></ul></ul><ul><ul><li>Get users to spread to others </li></ul></ul><ul><ul><li>Don’t hurt user experience </li></ul></ul>
  14. Virality vs Engagement <ul><li>Engagement </li></ul><ul><ul><li>Build user experience </li></ul></ul><ul><ul><li>Increase pageviews and loyalty </li></ul></ul><ul><ul><li>Build stickiness </li></ul></ul><ul><ul><li>Continue growth </li></ul></ul><ul><ul><li>Prevent uninstalls </li></ul></ul><ul><ul><li>Monetize (use Rockyou!) </li></ul></ul>
  15. Facebook Channels <ul><li>News Feed </li></ul><ul><li>Notifications </li></ul><ul><li>Email </li></ul><ul><li>Profile </li></ul><ul><li>Invites </li></ul><ul><li>Profile Action </li></ul><ul><li>Non-user pages </li></ul><ul><li>Profile Action </li></ul>
  16. Open Social What’s a Platform <ul><li>Ability to Add Functionality </li></ul><ul><li>Distribution </li></ul><ul><li>Monetization </li></ul>
  17. The Open Social Challenge <ul><li>Different audience </li></ul><ul><ul><li>Huge audience! </li></ul></ul><ul><ul><li>Promiscuity factor </li></ul></ul><ul><li>Different use model </li></ul><ul><ul><li>Profile vs News Feed </li></ul></ul><ul><li>Viral channels </li></ul><ul><ul><li>Whats effective? </li></ul></ul><ul><li>Directory </li></ul><ul><ul><li>Not repeatable source of growth </li></ul></ul>
  18. The Networks <ul><li>MySpace </li></ul><ul><ul><li>US (international later) </li></ul></ul><ul><ul><li>In profile </li></ul></ul><ul><li>Orkut </li></ul><ul><ul><li>Brazil, India </li></ul></ul><ul><ul><li>Scrapbook big </li></ul></ul><ul><li>Hi5 </li></ul><ul><ul><li>Spanish speaking </li></ul></ul><ul><ul><li>In profile </li></ul></ul>
  19. Open Social Channels <ul><li>News Feed </li></ul><ul><ul><li>Infancy </li></ul></ul><ul><li>Profile </li></ul><ul><li>Main Page </li></ul><ul><li>Bulletins </li></ul><ul><li>Messaging / Invites (TBD) </li></ul><ul><li>Non-user pages </li></ul><ul><li>A lot in the air </li></ul>
  20. Application Verticals <ul><li>Channel – Superwall, HugMe </li></ul><ul><li>Content – Flixster, iLike, Watercooler </li></ul><ul><li>Quiz – Likeness, Flixster, Compare Ppl </li></ul><ul><li>Games – Zombies, FluffFriends, SpeedRacer </li></ul><ul><li>Gifts – Grow-a-gift, Free Gifts </li></ul><ul><li>Self Expression – Cities I’ve Visitied, Bumper Sticker </li></ul>
  21. What’s the plan? <ul><li>No different than Facebook launch </li></ul><ul><li>Practice agile development </li></ul><ul><li>Focus on demographic </li></ul><ul><li>Whats already there? </li></ul><ul><li>Instrument for virality </li></ul><ul><li>Focus on Apps that aren’t dependent on viral </li></ul>
  22. <ul><li>The End </li></ul>
  23. Facebook Demo Quantcast
  24. MySpace Info Quantcast
  25. Additional Characteristics <ul><li>Development Cost </li></ul><ul><li>Maintenance </li></ul><ul><li>Stickiness </li></ul><ul><li>Openness </li></ul>

×