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The Facebook Platform: Apps, APIs, & The Social Graph


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The Facebook Platform: Apps, APIs, & The Social Graph (Lance Tokuda, Rockyou)

Published in: Business, Technology

The Facebook Platform: Apps, APIs, & The Social Graph

  1. The Facebook Platform: Apps, APIs, & The Social Graph Lance Tokuda, RockYou! 10/7/07
  2. Agenda <ul><li>What is an App? </li></ul><ul><li>Facebook Apps versus MySpace Widgets </li></ul><ul><li>Brand distribution on the Facebook Platform </li></ul>
  3. What is an App?
  4. What is an App? Invite News Feed
  5. What is an App? Install App <ul><li>API access to user info </li></ul><ul><li>demographics </li></ul><ul><li>social graph (friends) </li></ul>
  6. What is an App? Invite friends
  7. What is an App? Call to action for friends
  8. What is an App? Applications link Profile link Profile box
  9. MySpace Widgets versus Facebook Apps <ul><li>Apps support engagement with friends </li></ul><ul><li>Apps are more viral </li></ul><ul><li>Third party distribution is allowed </li></ul>
  10. Brand distribution on the Facebook Platform <ul><li>Building an app </li></ul><ul><li>Growing apps virally </li></ul><ul><li>Ad support and partnership </li></ul>
  11. Building 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!
  12. Growing apps virally Networks with API access to friends give you 7x more distribution
  13. Without API – OLD WAY Casino Royale, Sony Pictures Slideshow add-on 75K created (30 days) Leigh Nash, Nettwerk Records Slideshow add-on 150K created (30 days) Horoscope, Frengo 300K created (30 days)
  14. With API – NEW WAY Horoscope, Frengo 2M created (30 days) 7x more Music Videos, Yahoo! 1M created (30 days) We recommend the new way! Facebook now and others coming soon Resident Evil, Sony 1M entries (30 days)
  15. Adoption is hard Only 1% of all apps hit 1M users
  16. Ad support and partnership Example promotion Yahoo! Music Videos 1M
  17. Music Videos (Yahoo!)
  18. 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>
  19. 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: 4 weeks </li></ul>1M Users
  20. CBS
  21. CBS 3 days versus 3 months
  22. Key Takeaways <ul><li>Facebook is the best distribution platform </li></ul><ul><ul><li>7x better </li></ul></ul><ul><li>Distribution is still hard </li></ul><ul><ul><li>only 1% succeed </li></ul></ul><ul><li>Third party distribution enables App success </li></ul><ul><ul><li>not supported on other networks </li></ul></ul>Recommend focus on Apps versus Flash widgets
  23. About RockYou! RockYou is the leading provider of widget engagement with over 20M daily page views and growing* * see daily Quantified Publisher traffic numbers reported on
  24. Contact Info <ul><li>Ro Choy, VP Business Development </li></ul><ul><li>[email_address] </li></ul><ul><li>To inquire about advertising your app </li></ul><ul><li>[email_address] </li></ul><ul><li>Got a successful app and want to generate more revenue? </li></ul><ul><li>Join our publisher network! </li></ul><ul><li>[email_address] </li></ul>