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Facebook Developers Garage March 25 2009 2 Jia Shen

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Facebook Developers Garage March 25 2009 2 Jia Shen

  1. 1. Notifications March 2009
  2. 2. What is RockYou? <ul><li>RockYou is the leading developer of applications within social networks, offering display and unique, integrated opportunities for advertisers to virally distribute video and branded content amongst peers. </li></ul><ul><li>RockYou's Ad Network on Facebook and MySpace is the largest and most efficient way to reach users with display advertising. </li></ul><ul><li>Most popular applications delivering over 18 billion impressions and 100MM uniques per month.  </li></ul><ul><li>Ad targeting capabilities: </li></ul><ul><ul><li>Age/Gender/Geo </li></ul></ul><ul><ul><li>Profile Targeting and BT </li></ul></ul><ul><ul><li>By application </li></ul></ul><ul><li>RockYou Applications in network include: </li></ul><ul><ul><li>Super Wall, Pieces of Flair, Hug Me, Likeness, Speed Racing, MyGifts, Birthday Cards, and many more! </li></ul></ul>
  3. 3. Social Application Developer Social Media Ad Network <ul><li>Largest social application provider on the web (Facebook, MySpace, Hi5, Bebo, Orkut) </li></ul><ul><li>1.5B+ PVs per month </li></ul><ul><li>32MM+ monthly unique U.S. visitors </li></ul><ul><li>Leading ad network for social media (Facebook, MySpace, Hi5, Bebo, Orkut) </li></ul><ul><li>18B+ PVs per month </li></ul><ul><li>100MM+ monthly unique visitors </li></ul><ul><li>Offers broadest distribution across vertical and niche apps </li></ul>Leading Social Media Distributor
  4. 4. Facebook is healthier than ever <ul><li>Good Organic Growth </li></ul><ul><li>Strong Re-occurring Engagement </li></ul><ul><li>Many solid avenues of monetization </li></ul>
  5. 5. Notifications! <ul><li>A primary communication channel </li></ul><ul><li>Supports broad use cases </li></ul><ul><ul><li>Application messaging to users </li></ul></ul><ul><ul><li>Users messaging to other users </li></ul></ul>
  6. 6. Why is it cool? <ul><li>The UI is in the control of the developer, unlike invites </li></ul><ul><li>The conversion for being sent is 100% </li></ul><ul><li>Guaranteed delivery rate </li></ul><ul><li>Very flexible design </li></ul><ul><li>Daily allocations promote good usage, punishes spam </li></ul><ul><li>You can message users who don’t have the application installed </li></ul><ul><li>Emails </li></ul>
  7. 7. Broad Use Cases <ul><li>App to User </li></ul><ul><ul><li>Applications can directly message to user. Does not require a session key. </li></ul></ul><ul><ul><li>Mainly for Engagement </li></ul></ul><ul><ul><li>i.e. New feature messaging, summary of activity </li></ul></ul><ul><li>User to User </li></ul><ul><ul><li>Triggered by user action. Can be sent to users without the Application. Requires session key that expires after a period of time. </li></ul></ul><ul><ul><li>Engagement and Growth </li></ul></ul><ul><ul><li>i.e. Someone hugged your pet, You received a gift </li></ul></ul>
  8. 8. Notifications is a Key for Growth <ul><li>Notifications can be sent to non-app users </li></ul><ul><li>75% of growth can come from notifications </li></ul>
  9. 9. Notifications is a Key for Engagement <ul><li>Facebook has virtually no uninstalls after profile redesign </li></ul><ul><li>User base will remain there for a long time </li></ul><ul><li>Notifications allow you to re-engage your userbase </li></ul>
  10. 10. Whats the problem? <ul><li>You have 10 allocations of notifications / user / day </li></ul><ul><li>Users have an average of 150 friends </li></ul><ul><li>It can only be triggered by user action </li></ul><ul><li>There are overlap in friends (people being notified) </li></ul><ul><li>You want to minimize spam </li></ul><ul><li>In a perfect scenario, you would maximize reach in 15 days </li></ul>
  11. 11. Things to tune <ul><li>Conversion rate on notifications </li></ul><ul><li>Number of unique users reached </li></ul><ul><li>Spam Reports per First Impression (on User Response tab) </li></ul>
  12. 12. Conversion rate on notifications <ul><li>Not all users look at notifications </li></ul><ul><li>A/B test notifications for maximum conversion rate </li></ul><ul><li>Target is 5-10% Click-thru-rate </li></ul>
  13. 13. Number of unique users reached <ul><li>Some designs utilize most or all of the allocations while others cannot </li></ul><ul><ul><li>i.e. Messaging apps can utilize most while games have a harder time </li></ul></ul><ul><li>Based on the design, decide on the optimum number of allocations </li></ul><ul><ul><li>8-14 is the sweet spot </li></ul></ul>
  14. 14. Spam Reports per First Impression <ul><li>The ideal numbers are always changing for facebook </li></ul><ul><li>The algorithm for the buckets is a black box </li></ul><ul><li>Tuning Spam Report Metric has a direct correlation on allocations </li></ul><ul><li>User Filters </li></ul><ul><ul><li>Don’t send to users who uninstalled the application </li></ul></ul><ul><ul><li>Target real friends </li></ul></ul><ul><li>Throttling - Track who received notifications and when they received it </li></ul>
  15. 15. You rock! Engage the world .
  16. 17. Theoretical Reach <ul><li>Active User Base * Notifications </li></ul><ul><ul><li>i.e.100 users * 10 notifications = 1000 users you could reach. </li></ul></ul><ul><ul><li>Conversion rate of the notification </li></ul></ul><ul><ul><li>Spam blocking rate of the notification </li></ul></ul>
  17. 18. What are the factors? <ul><li>Theoretical Reach = Active User Base * Notifications </li></ul><ul><ul><li>i.e.100 users * 10 notifications = 1000 users you could reach. </li></ul></ul><ul><ul><li>Conversion rate of the notification </li></ul></ul><ul><ul><li>Spam blocking rate of the notification </li></ul></ul><ul><li>User Filters </li></ul><ul><ul><li>Don’t send to users who uninstalled the application </li></ul></ul><ul><ul><li>Target real friends </li></ul></ul><ul><li>Throttling </li></ul><ul><li>What are the limits </li></ul><ul><ul><li>Users have 200+ friends, how do you choose? </li></ul></ul><ul><ul><li>You don’t want to repeat send to users </li></ul></ul><ul><ul><li>You might not have enough actions to act on in a 24 hour period </li></ul></ul><ul><li>Track who received notifications and when they received it </li></ul>
  18. 19. Limitations <ul><li>Allocations for buckets </li></ul><ul><li>Spamminess affects buckets </li></ul>
  19. 20. <ul><li>Show equation to figure out &quot;Theoretical Reach&quot; </li></ul><ul><li>Global optimization </li></ul><ul><li>Allocations change based off of spaminess of an application </li></ul><ul><li>E.g., don’t send invite to people who have uninstalled the app </li></ul><ul><li>Ultimately: it’s small simple ideas that make the difference </li></ul><ul><li>Generally, reduce spaminess to increase allocations </li></ul><ul><li>&quot;Spam Reports per First Impression&quot; in the Features Tab is a good metric to tune </li></ul>
  20. 21. What if your allocations are restricted <ul><li>Channels for resolution </li></ul><ul><li>What should you check for </li></ul>

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