Agencies Developer Products

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Agencies Developer Products

  1. 1. Agencies + Google Developer Products
  2. 2. Challenge: Marketing is a Fast Moving Target Source: http://www.flickr.com/photos/benjiw/2532552979/ Busy intersection, Tokyo, Japan
  3. 3. So How Do You Quickly Create Compelling Solutions for Marketers? Source: http://www.paperorplasticmovie.com Brian Bay, 2007 National Grocery Bagging Champ
  4. 4. Solution Part 1: Agencies Are Filled With Incredible Talent Source: http://www.flickr.com/photos/dreamonix/2215649313/
  5. 5. Solution Part 2: Google’s Developer Tools Source: Google
  6. 6. Google Friend Connect + Google App Engine
  7. 7. Google Friend Connect Benefits <ul><ul><li>Accelerate user acquisition : OpenID has 500M+ users that are already registered members on your site. </li></ul></ul><ul><ul><li>Drive traffic back to your site : OAuth enables seamless and easy sharing by your users to their social networks. </li></ul></ul><ul><ul><li>Increase user time and engagement on site : users that spend more time view more ads, become better evangelists, and become more loyal to your brand/site. </li></ul></ul><ul><ul><li>The longer you use Google Friend Connect, the better the benefits : since ubiquity and innovation follow open standards, you are on the side of inevitability and growth. </li></ul></ul>
  8. 8. Google App Engine Benefits <ul><ul><li>Faster time-to-market : very fast innovation through short development cycles </li></ul></ul><ul><ul><li>Reduced development and admin time : scales effortlessly and without ongoing maintenance </li></ul></ul><ul><ul><li>Reduced technical complexity and points-of-failure : integrated environment, including ACID-compliant distributed datastore and single global memcache </li></ul></ul><ul><ul><li>Reduced platform lock-in : based on open standards and languages/APIs that developers know and understand (Java and Python) </li></ul></ul><ul><ul><li>Much lower cost, can be 10X+ less : very inexpensive fees and reduction in needed roles </li></ul></ul>
  9. 9. The Modelling Interactive Agency <ul><ul><li>To find out more, I talked with a fake interactive agency, The Modelling Interactive Agency. </li></ul></ul>
  10. 10. The Web is Social Source: http://xkcd.com/256/
  11. 11. The Web is Social: Early Signs Broad reach Niche audiences
  12. 12. The Web is Social : By the Numbers <ul><li>2005 </li></ul><ul><ul><li>yahoo.com </li></ul></ul><ul><ul><li>msn.com </li></ul></ul><ul><ul><li>google.com </li></ul></ul><ul><ul><li>ebay.com </li></ul></ul><ul><ul><li>amazon.com </li></ul></ul><ul><ul><li>microsoft.com </li></ul></ul><ul><ul><li>myspace.com </li></ul></ul><ul><ul><li>google.co.uk </li></ul></ul><ul><ul><li>aol.com </li></ul></ul><ul><ul><li>go.com </li></ul></ul>Global Traffic Rankings <ul><li>2009 </li></ul><ul><ul><li>google.com </li></ul></ul><ul><ul><li>yahoo.com </li></ul></ul><ul><ul><li>youtube.com </li></ul></ul><ul><ul><li>live.com </li></ul></ul><ul><ul><li>facebook.com </li></ul></ul><ul><ul><li>msn.com </li></ul></ul><ul><ul><li>wikipedia.org </li></ul></ul><ul><ul><li>blogger.com </li></ul></ul><ul><ul><li>myspace.com </li></ul></ul><ul><ul><li>yahoo.co.jp </li></ul></ul>Source: Alexa Global Traffic Rankings, Morgan Stanley Research. 2005 rankings as of 12/31/2005. 2009 rankings as of 2/25/2009.
  13. 13. Marisa , Account Executive My clients are looking for a new and engaging social media solution. How can I help them?
  14. 14. Carly , Strategic Planner Yes, social media! But is there a platform out there that doesn’t limit me in my choices?
  15. 15. New Social Experience Google Friend Connect
  16. 16. Social Experience Add-Ons Google Earth API YouTube Player API Google Maps / Maps for Flash API
  17. 17. What is Google Friend Connect ? <ul><ul><li>With Google Friend Connect, you can very easily awaken and strengthen community online </li></ul></ul><ul><ul><li>How does it do this? Three ways: </li></ul></ul>Sign-In : Lowers the barrier for user acquisition using OpenID Friends : Makes it easy for users to share and invite friends using OAuth Apps : Provides a hosting platform for socially-rich gadgets using OpenSocial
  18. 18. Google Friend Connect : Sign-In <ul><ul><li>Why OpenID? </li></ul></ul><ul><ul><ul><ul><li>Supported broadly — over 500M OpenID accounts today </li></ul></ul></ul></ul><ul><ul><ul><ul><li>If you have one of the following logins, you have an OpenID account: AOL, Google, IBM, Microsoft, MySpace, PayPal, VeriSign, Yahoo! </li></ul></ul></ul></ul>
  19. 19. Google Friend Connect : Friends <ul><ul><li>Why OAuth? </li></ul></ul><ul><ul><ul><ul><li>Emerging standard that has seen quick adoption, started and driven by Twitter and others </li></ul></ul></ul></ul><ul><ul><ul><ul><li>No more giving username/password to third-party sites! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Think of valet keys that run the car but don’t open the trunk </li></ul></ul></ul></ul>
  20. 20. Google Friend Connect : Apps <ul><ul><li>Why OpenSocial? </li></ul></ul><ul><ul><ul><ul><li>Standard developed a few years ago, adoption has been phenomenal. OpenSocial reaches over 750M users globally today, and growing. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Allow app developers to write once, and run it on any supported OpenSocial platform. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Google Friend Connect gadgets are 100% OpenSocial compliant. </li></ul></ul></ul></ul>Open standards and broad reach? I love it!
  21. 21. Google Friend Connect Benefits <ul><ul><li>Accelerate user acquitistion : OpenID has 500M+ users that are already registered members on your site. </li></ul></ul><ul><ul><li>Drive traffic back to your site : OAuth enables seamless and easy sharing by your users to their social networks. </li></ul></ul><ul><ul><li>Increase user time and engagement on site : users that spend more time view more ads, become better evangelists, and become more loyal to your brand/site. </li></ul></ul><ul><ul><li>The longer you use Google Friend Connect, the better the benefits : since ubiquity and innovation follow open standards, you are on the side of inevitability and growth. </li></ul></ul>
  22. 22. Marisa , Account Executive OK, I’m convinced. Let’s build some apps and gadgets for our new social platform. How do we start?
  23. 23. Creating Web Software : The Wrong Way Idea! Get Dev Env Set-up Get Prod Servers Set-up Set-up Database Write Code Test Code Deploy Code Success-- oops! Software Not Scalable Re-architect Code, Servers, DB For Scale Re-deploy Code, Servers, DB Stress- and Load-Test Scaled Env Success! $ $ $ $ $ $ $ $ $
  24. 24. Creating Web Software : The Right Way? Idea! Get Dev Env Set-up Architect Code, Servers, DB For Scale Set-up Prod Env for Peak Scale Set-up DB for Peak Scale Write Code Test Code Deploy Code Stress- and Load-Test Scaled Peak Env Ongoing Systems and DB Admin Success! $ $ $ $ $ $ $ $ $
  25. 25. Katie , Creative Director You’re right — our pace of innovation is too slow . We need to get business ideas into the marketplace fast!
  26. 26. Ben , Chief Operating Officer Fast is good, but I need an infrastructure that scales effortlessly. And it has to be a proven model, nothing too risky.
  27. 27. Lucas , Director of Engineering And give me an integrated environment, including a distributed datastore and memcache. I’m tired of dealing with these architecture headaches!
  28. 28. Peter , Chief Financial Officer Our costs are getting out of control. Give me something to keep my headcount down and reduce my costs.
  29. 29. Cloud Application Development Google App Engine
  30. 30. Creating Web Software : The App Engine Way Idea! Get Dev Env Set-up Architect Code, Servers, DB For Scale Set-up Prod Env for Peak Scale Set-up DB for Peak Scale Write Code Test Code Deploy Code Stress- and Load-Test Scaled Peak Env Ongoing Systems and DB Admin Success! $ $ $ $ $ $ $ $ $
  31. 31. Creating Web Software : The App Engine Way Idea! Deploy Code Success! Write Code $ Test Code $
  32. 32. What is Google App Engine ? <ul><ul><li>Hosted platform for developing massively scalable web apps fast </li></ul></ul>Oh, like Amazon Web Services? <ul><ul><li>Not quite, Lucas. AWS gives you the very same development model you have today with the same issues, just cloud-based and easier to provision. </li></ul></ul>
  33. 33. A New Way to Think About Web Apps <ul><ul><li>Google App Engine takes the headache and hassle out of developing web applications by allowing you to focus on just one thing: actually writing the app. </li></ul></ul><ul><ul><li>You don’t have to worry about all the nuts and bolts of servers and databases and log files and on and on. </li></ul></ul><ul><ul><li>You also don’t have to worry about what might happen if your web app became popular. Google App Engine scales effortlessly, whether you have 100 hits a day or 100,000,000. </li></ul></ul>Wait, so what’s Google App Engine?
  34. 34. Google App Engine Benefits <ul><ul><li>Faster time-to-market : very fast innovation through short development cycles </li></ul></ul><ul><ul><li>Reduced development and admin time : scales effortlessly and without ongoing maintenance </li></ul></ul><ul><ul><li>Reduced technical complexity and points-of-failure : integrated environment, including ACID-compliant distributed datastore and single global memcache </li></ul></ul><ul><ul><li>Reduced platform lock-in : based on open standards and languages/APIs that developers know and understand (Java and Python) </li></ul></ul><ul><ul><li>Much lower cost, can be 10X+ less : very inexpensive fees and reduction in needed roles </li></ul></ul>
  35. 35. Agencies + Google Developer Products <ul><ul><li>Google Friend Connect can awaken and strengthen the social graph associated with a brand </li></ul></ul><ul><ul><li>APIs like YouTube, Maps, and Earth can increase user engagement </li></ul></ul><ul><ul><li>Google App Engine gets the functionality you need out to the users that wants it </li></ul></ul><ul><ul><li>And you can do this all — quickly, easily, and scalably! </li></ul></ul>
  36. 36. Next Steps <ul><ul><li>Identify one or two projects that could benefit from Google Friend Connect and/or Google App Engine </li></ul></ul><ul><ul><li>Quickly prototype a solution to test out ease of implementation </li></ul></ul><ul><ul><li>Roll out to userbase, measure and record results </li></ul></ul>
  37. 37. Thanks!

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