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Barcamp AK4 Building facebook applications

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Barcamp AK4 Building facebook applications

  1. Building FacebookApplications<br />Pitfalls and Promotion.<br />@FederationMedia<br />
  2. Why build a Facebookapplication?Lets Face it.<br />Everybody loves tending pretend farms.<br />Everybody loves being poked, virtually.<br />Everybody loves getting sweet virtual gifts from Facebook friends.<br />
  3. And if that's not enough reason to start building.<br /><ul><li>Farmville has 60+ M MAU.
  4. 500 K active applications.
  5. 250 applications have more than 1 M users.
  6. 80 K websites use FacebookConnect. 
  7. 60 M Facebook users use FacebookConnect, monthly.
  8. Zynga worth $3 B, has recently received investment from Google.</li></ul>Sources: <br /><br /><br />
  9. Why would a brand build/use an application?<br /><ul><li>Social sharing - the brand as a social object.
  10. Leveraging application users Friends.
  11. Brand social engagement.
  12. Drive Fan base growth.
  13. Drive traffic to website.
  14. Support campaign, digital strategy, or social media strategy objectives.
  15. Get feedback on products and services.
  16. Provide engagement content.</li></li></ul><li>The Tui Blond Beer Shout<br />Built to support campaign to give away 30,000 beers.<br />200 Bars nationwide integrated with Pocket Voucher.<br />Application send beer voucher to mobile phone.<br />Vouchers redeemed via EFTPOS system.<br />
  17. Making distinctions.<br />
  18. Users must authorise application.<br />
  19. User enters their mobile number.<br />
  20. User chooses a bar and a time to meet.<br />
  21. User chooses a bunch of friends to invite.<br />
  22. We send the user a PocketVoucherand their friends a Wall to wall post and/or Notification.<br />
  23. The invited user accepts the invitation and we send them a PocketVoucher. We send the user a Notification to let them know.<br />
  24. The invited user invites their Friends. ditto. ditto. ditto. ditto.<br />
  25. So.  How did it do?<br /><ul><li>30,000 beers were given away.
  26. Social engagement was very high.
  27. Numbers adding the application could have been higher.
  28. Uptake of invitations lower than expected.</li></li></ul><li>Facebook application building guidelines for brands.<br /><ul><li>Application should have a social aspect.
  29. Users will only share something they perceive to be of value with others they believe will also value it. 
  30. Observe 'Social Object Theory'.
  31. Be very clear what the social object is.
  32. Make clear distinctions between real and virtual social objects.
  33. Promote your application heavily in both Facebook and other channels.</li></li></ul><li>Facebook application building guidelines for brands.<br /><ul><li>Reach people in their Stream - the Facebook Stream represents a potential for collective intentionality where social objects reside it is Facebook's social “Supersoul”.</li></ul>References: <br />The Collective Intentionality Group of researchers.<br />John Searle – Social Object Theory<br /><br />
  34. A little about social objects.<br />Three keys to a 'good' social object are:<br /><ul><li>highly portable.
  35. easily copied.
  36. can be reformatted for distribution on other digital media channels.</li></ul>Source: <br />Razorfish2009 Digital Outlook Report<br />
  37. Application pitfalls.<br /><ul><li>ROI Issues.  Build it and they will come.
  38. Low social object value.
  39. API issues, Facebooks ever changing and deprecating environment.
  40. Usability issues, API/SDK bugs.
  41. Cutting through the Stream's social noise.
  42. Virtual vs Reality distinction issues.
  43. Interaction bucket limits.</li></li></ul><li>Application pitfalls.<br /><ul><li>Legal issues.  Navigating Facebook's Terms and Conditions.</li></ul>FB Terms -<br />Promotions Guidelines -<br />Advertising Guidelines -<br />Privacy Policy -<br />Developer Policys and Principles -<br />PR Policy’s -<br />Brand Permissions -<br />FB Pages Terms -<br /> <br />
  44. Legal issues.  Navigating Facebook's Terms and Conditions.<br />Prohibitions: (taken from 3 different documents)<br />"The promotion’s objective is to promote any of the following product categories: gambling, tobacco, firearms, prescription drugs, or gasoline"<br />"The prize or any part of the prize includes alcohol, tobacco, dairy, firearms, or prescription drugs;"<br /> <br />"You must not confuse, mislead, surprise, or defraud anyone."<br />"Liquor, beer, wine or other alcoholic beverages (unless the appropriate Demographic Restrictions are used), or sale of tobacco products, ammunition and/or firearms;"<br />
  45. Application pitfalls.<br /><ul><li>Trust Issues not trusting you or your brand not to be evil.</li></li></ul><li>Application pitfalls.<br />Broader Facebook issues:<br /><ul><li>Privacy problems.
  46. Facebook fatigue - men and teens.
  47. Social Network 'half-life' - the decline of social networks over time.</li></li></ul><li>Types of Facebook Application's <br /><ul><li>Broadly split into location and function.
  48. Facebook platform is a set of API's.</li></li></ul><li>Types of FacebookApplication's.<br />Facebook Canvas Applications. <br /><ul><li>What users think of as "Facebook Apps". eg Farmville, Mafia Wars, virtual gifts - hosted within Facebook.
  49. FBML/FBJS Canvas applications.
  50. IFRAME/XFBML Canvas applications.</li></ul>Facebook Connect - websites/platforms (egiPhone) with elements of Facebook applications in them.<br />
  51. Types of Facebook Application's <br />The Facebook API.  <br /><ul><li>API - you can always use this
  52. FBML - Canvas apps only
  53. XFBML - Facebook Connect/IFRAME apps
  54. FQL - you can always use this
  55. FBJS - mostly canvas apps, some Connect functionality</li></ul> <br />
  56. Types of Facebook Application's <br />Using Third Party Applications.  <br /><ul><li>You can add any canvas application to a Fan Page tab.
  57. Static FBML Tab/Box.
  58. Prebuilt applications
  60.</li></ul> <br />
  61. Types of FacebookApplication's <br />Static FBML Tab/Box. <br />
  62. Prebuilt third party applications<br /> <br />
  63. Development platforms/libraries.<br />PHP 5 (Facebook)FacebookiPhone SDK (Facebook) ActionScript 3.0 Library (Adobe) Microsoft SDK for Facebook (Microsoft) for Facebook (<br />
  64. Statistics and Measurement.<br /><br />
  65. Statistics and Measurement.<br />Facebook insights<br />
  66. Conclusions.<br />It's fun building social stuff.<br />Plan your application well.<br />Define the social objects, do they have value?<br />Build an html prototype.<br />The FB platform can be a very challenging development environment.<br />Choose the right development platform.<br />Look at lots of other applications.<br />Use FBML/XFBML where you can.<br />Don't be evil.<br />Be realistic about engagement targets.<br />@FederationMedia<br />
  67. Reading/References/Resources.<br />FB Developer Application of a FB Application much better Anatomy Developer Policys and Terms client librarys Toolkit (AKA Mircrosoft FB SDK, .NET) Plugins Bull Roshambull Social Graph/Social Object Theory<br /><br /> <br />

Editor's Notes

  • Examples of collective intentionality are joint intention and commitment, mutual belief, we-attitudes, collective acceptance and agreement, collective responsibility, etc. Intentionality and Sociality. Collective joint mental states and activities of a group of people exhibit collective intentionality or “aboutness”. The contents of those mental states and activities are shared by these people. Typical examples of collective intentionality are presented by joint intentions and mutual beliefs. Sociality concerns social relations. People may share collective intentional states or they may take others’ thoughts and actions into account when acting. This indicates two basic kinds of sociality. The term &quot;collective intentionality&quot; in the present context is understood to refer not only to phenomena of collective intentionality (e.g. joint intention and commitment, mutual belief, we-attitudes, collective acceptance and agreement, collective responsibility, and the like) but is also taken to cover collective action, social practices as well as social institutions and organizations.