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Building the future of Mobile Apps 
with Facebook 
Julien Lesaicherre 
Head of Mobile Platform Partnerships, EMEA
MOBILE IS 
EATING 
THE WORLD
APPS ARE 
EATING 
THE WORLD
!DEVELOPING 
APPS IS 
COMPLEX
IDENTITY 
DEV TOOLS 
ANALYTICS 
DEEP LINKING
PUSMAHPO NISPNDHO EIEATNTNIRISFZTIITAINCTATGAYLIOTLSINONS
1 B+ 
Mobile active people on 
Facebook every month
Facebook revenue by source 
! 
$2.5b 
Q4 
$3.0b 
$1.5b 
$1.0b 
$0.5b 
0 
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 
Payments Advertising Mob...
BUILD GRO W 
App Installs 
MONETIZE 
! 
Audience Network 
Login 
App Events 
Parse 
App Links
2008 2009 2010 2011 2012 2013 2014 
Introduced Facebook Login
2008 2009 2010 2011 2012 2013 2014 
Facebook Login went Mobile
2008 2009 2010 2011 2012 2013 2014 
Separate dialogs for read and publish permissions 
10% 
Increase in 
conversion rates
2008 2009 2010 2011 2012 2013 2014 
10 Billion Facebook Logins in 2013
MORE CONTROL 
I want to control the information that is shared with apps 
2014
MORE CONTROL 
I want to control the information that is shared with apps 
MORE CLARITY 
I want to understand when an app w...
MORE CONTROL 
I want to control the information that is shared with apps 
MORE CLARITY 
I want to understand when an app w...
2014 
MORE CONTROL 
I want to control the information that is shared with apps 
MORE CLARITY 
I want to understand when an...
MORE CONTROL 
I want to control the information that is shared with apps 
MORE CLARITY 
I want to understand when an app w...
MORE CONTROL 
I want to control the information that is shared with apps 
MORE CLARITY 
I want to understand when an app w...
Asking for lots of 
permissions 
makes people 
uncomfortable
MORE CONTROL 
I want to control the information that is shared with apps 
MORE CLARITY 
I want to understand when an app w...
WHY ANONYMOUS LOGIN? 
1. People can try or use apps 
without sharing info from their 
Facebook profiles 
2. Apps can build...
AVAILABILITY & TIMING 
Available now on iOS, Android & Web 
Apps created before April 30th 2014: 
--> must upgrade by Apri...
BEST PRA C TICES
1. Use the login buttons 
from our SDKs
2. Education helps people 
understand why apps 
ask for permissions
3. Ask for permissions 
in context
3. Ask for permissions 
in context
3. Ask for permissions 
in context
4. Ask for permission to 
publish only when people 
want to share
5. Cross-platform enables 
Send to Mobile
APP EVENTS
THE PROBLEM: APPS ARE A BLACK BOX 
?
THE SOLUTION: APP EVENTS 
[FBAppEvents logEvent:FBAppEventNamePurchased 
valueToSum:10.00 
parameters:@{ FBAppEventParamet...
SEGMENTS 
People and Actions You Care About Measurement of Those Actions 
Large spenders FBAppEventNamePurchased 
Those wh...
INSIGHTS
RETARGETING PAYERS 
Create custom 
audiences based on 
previous behaviour
BEST PRACTICES 
Integrated in the fb SDK… just add a line of code 
Use demographics data to build best app / ads 
Build yo...
Parse makes building app s easier on any platform.
We take care of the nuts and bolts. 
Networking, Managing Servers, Scaling 
So you can get to the fun part faster.
• Acquired 18 months ago 
• 260,000 apps powered by Parse 
• 4K+ new signups per week 
• 5B+ push notifications sent in Q1
Parse Core Parse Push Parse Analytics
Your backend in the cloud Parse Core 
Save data to 
and fetch data 
from Parse 
Run custom 
app code on 
Parse’s servers 
...
Push notification as a service Parse Push 
Advanced Push targeting 
Push scheduling and expiration 
Web console, Rest API ...
Know more about your app & users 
Measure App 
Usage 
Parse Analytics 
Build your custom 
events 
Growth & retention 
anal...
Parse Push 
Up to 1,000,000 
recipients 
$0.05/ 1K 
additional recipient 
Parse Core 
Up to 30 
requests/sec 
$100 / month...
Data Transfer 
2TB 
$0.10 / month 
per additional GB 
File Storage 
20GB 
$0.03 / month 
per additional GB 
Data Storage 
...
•
•
Open and 
accessible 
Cross 
platform 
Easy to 
integrate 
Supports 
mobile only
Title Text 
•Body Level One 
• Body Level Two 
• Body Level Five 1 BILLION+ 
• Body Level Three 
• Body Level Four 
MOBILE...
What’s supported? 
Newsfeed Timeline Messenger 
Apps Facebook Pages
BEST PRACTICES 
Think first about the business model 
Use it to cross promote your apps 
Enrich customers’ experience with...
.ORG
App Store > 1 Million Apps 
Google Play > 1 Million Apps 
You are here
MOBILE APP ENGAGEMENT AD 
How it works 
Mobile App 
Engagement Ad 
Deep linked to specific 
location within app
Mobile app ad to 
engage existing user 
CONNECTING THE DOTS 
Mobile app ad to 
install your app 
App now available 
on dev...
MOBILE APP ADS WORK 
60%+ 
Penetration 
among 
top grossing 
apps 
350M 
Installs driven
ROI Positive and CTR above !! 
2.5% 
!! 
in the first week of the 
campaign in the UK 
#283 to #2 
in under 5 days in the ...
BEST PRACTICES 
Target w. Demographics, Interest, Devices 
Be Marketers: format, numbers, content 
Test, Test, Test 
Work ...
Audience Network
Native ads for the best experience
Let us help your mobile app succeed. For free.
Our partners
Sign up for FBStart 
! fb.me/start 
!
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
Facebook Mobile platform best practices TheFamily / DroidCon Sept 14
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Facebook Mobile platform best practices TheFamily / DroidCon Sept 14

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Facebook developers' mission is to help mobile developers to build, grow and monetize their applications. This presentation is about the Facebook mobile platform and best practices from fastest growing mobile companies.

Published in: Mobile
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Facebook Mobile platform best practices TheFamily / DroidCon Sept 14

  1. 1. Building the future of Mobile Apps with Facebook Julien Lesaicherre Head of Mobile Platform Partnerships, EMEA
  2. 2. MOBILE IS EATING THE WORLD
  3. 3. APPS ARE EATING THE WORLD
  4. 4. !DEVELOPING APPS IS COMPLEX
  5. 5. IDENTITY DEV TOOLS ANALYTICS DEEP LINKING
  6. 6. PUSMAHPO NISPNDHO EIEATNTNIRISFZTIITAINCTATGAYLIOTLSINONS
  7. 7. 1 B+ Mobile active people on Facebook every month
  8. 8. Facebook revenue by source ! $2.5b Q4 $3.0b $1.5b $1.0b $0.5b 0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Payments Advertising Mobile Advertising $2.0b Q1 Q2 Q3 Q4 2010 2011 2012 2013 $2.6b
  9. 9. BUILD GRO W App Installs MONETIZE ! Audience Network Login App Events Parse App Links
  10. 10. 2008 2009 2010 2011 2012 2013 2014 Introduced Facebook Login
  11. 11. 2008 2009 2010 2011 2012 2013 2014 Facebook Login went Mobile
  12. 12. 2008 2009 2010 2011 2012 2013 2014 Separate dialogs for read and publish permissions 10% Increase in conversion rates
  13. 13. 2008 2009 2010 2011 2012 2013 2014 10 Billion Facebook Logins in 2013
  14. 14. MORE CONTROL I want to control the information that is shared with apps 2014
  15. 15. MORE CONTROL I want to control the information that is shared with apps MORE CLARITY I want to understand when an app will post to Facebook 2014
  16. 16. MORE CONTROL I want to control the information that is shared with apps MORE CLARITY I want to understand when an app will post to Facebook ONLY ASK FOR WHAT YOU NEED I feel that apps often ask for too many permissions 2014
  17. 17. 2014 MORE CONTROL I want to control the information that is shared with apps MORE CLARITY I want to understand when an app will post to Facebook ONLY ASK FOR WHAT YOU NEED I feel that apps often ask for too many permissions LET ME BE ANONYMOUS I want to log in without Facebook sharing any information from their profiles
  18. 18. MORE CONTROL I want to control the information that is shared with apps MORE CLARITY I want to understand when an app will post to Facebook ONLY ASK FOR WHAT YOU NEED I feel that apps often ask for too many permissions LET ME BE ANONYMOUS I want to log in without Facebook sharing any information about me 2014
  19. 19. MORE CONTROL I want to control the information that is shared with apps MORE CLARITY I want to understand when an app will post to Facebook LET ME BE ANONYMOUS I want to log in without Facebook sharing any information about me 2014 ONLY ASK FOR WHAT YOU NEED I feel that apps often ask for too many permissions
  20. 20. Asking for lots of permissions makes people uncomfortable
  21. 21. MORE CONTROL I want to control the information that is shared with apps MORE CLARITY I want to understand when an app will post to Facebook ONLY ASK FOR WHAT YOU NEED I feel that apps often ask for too many permissions LET ME BE ANONYMOUS I want to log in without Facebook sharing any information from their profiles
  22. 22. WHY ANONYMOUS LOGIN? 1. People can try or use apps without sharing info from their Facebook profiles 2. Apps can build cross-device experiences with a stable ID 3. Easily upgrade a person to a social experience later through Facebook Login
  23. 23. AVAILABILITY & TIMING Available now on iOS, Android & Web Apps created before April 30th 2014: --> must upgrade by April 30th 2015 Apps created after April 30th 2014: --> Use new Login Dialog & v2.0 by default Limited Beta - Sign up today
  24. 24. BEST PRA C TICES
  25. 25. 1. Use the login buttons from our SDKs
  26. 26. 2. Education helps people understand why apps ask for permissions
  27. 27. 3. Ask for permissions in context
  28. 28. 3. Ask for permissions in context
  29. 29. 3. Ask for permissions in context
  30. 30. 4. Ask for permission to publish only when people want to share
  31. 31. 5. Cross-platform enables Send to Mobile
  32. 32. APP EVENTS
  33. 33. THE PROBLEM: APPS ARE A BLACK BOX ?
  34. 34. THE SOLUTION: APP EVENTS [FBAppEvents logEvent:FBAppEventNamePurchased valueToSum:10.00 parameters:@{ FBAppEventParameterNumItems : @“1”, FBAppEventParameterNameCurrency : @"USD", FBAppEventParameterNameContentType : @“coins”, FBAppEventParameterNameContentID : @“coins-internal” } ];
  35. 35. SEGMENTS People and Actions You Care About Measurement of Those Actions Large spenders FBAppEventNamePurchased Those who reached only level 2 FBAppEventNameAchievedLevel Active users FBAppEventNameActivatedApp
  36. 36. INSIGHTS
  37. 37. RETARGETING PAYERS Create custom audiences based on previous behaviour
  38. 38. BEST PRACTICES Integrated in the fb SDK… just add a line of code Use demographics data to build best app / ads Build your funnel with tags and cohorts
  39. 39. Parse makes building app s easier on any platform.
  40. 40. We take care of the nuts and bolts. Networking, Managing Servers, Scaling So you can get to the fun part faster.
  41. 41. • Acquired 18 months ago • 260,000 apps powered by Parse • 4K+ new signups per week • 5B+ push notifications sent in Q1
  42. 42. Parse Core Parse Push Parse Analytics
  43. 43. Your backend in the cloud Parse Core Save data to and fetch data from Parse Run custom app code on Parse’s servers Easily manage user accounts and sessions
  44. 44. Push notification as a service Parse Push Advanced Push targeting Push scheduling and expiration Web console, Rest API or Client SDK
  45. 45. Know more about your app & users Measure App Usage Parse Analytics Build your custom events Growth & retention analytics
  46. 46. Parse Push Up to 1,000,000 recipients $0.05/ 1K additional recipient Parse Core Up to 30 requests/sec $100 / month per 10 additional req/sec Parse Analytics Unlimited Data points Free
  47. 47. Data Transfer 2TB $0.10 / month per additional GB File Storage 20GB $0.03 / month per additional GB Data Storage 20GB $15 / month per additional GB
  48. 48.
  49. 49.
  50. 50. Open and accessible Cross platform Easy to integrate Supports mobile only
  51. 51. Title Text •Body Level One • Body Level Two • Body Level Five 1 BILLION+ • Body Level Three • Body Level Four MOBILE DEEP LINKS INDEXED
  52. 52. What’s supported? Newsfeed Timeline Messenger Apps Facebook Pages
  53. 53. BEST PRACTICES Think first about the business model Use it to cross promote your apps Enrich customers’ experience with top apps
  54. 54. .ORG
  55. 55. App Store > 1 Million Apps Google Play > 1 Million Apps You are here
  56. 56. MOBILE APP ENGAGEMENT AD How it works Mobile App Engagement Ad Deep linked to specific location within app
  57. 57. Mobile app ad to engage existing user CONNECTING THE DOTS Mobile app ad to install your app App now available on device Switches user into app by a deep link Installed from app store
  58. 58. MOBILE APP ADS WORK 60%+ Penetration among top grossing apps 350M Installs driven
  59. 59. ROI Positive and CTR above !! 2.5% !! in the first week of the campaign in the UK #283 to #2 in under 5 days in the U.S. top Apple App store paid iPhone apps
  60. 60. BEST PRACTICES Target w. Demographics, Interest, Devices Be Marketers: format, numbers, content Test, Test, Test Work with a Preferred Marketing Developer
  61. 61. Audience Network
  62. 62. Native ads for the best experience
  63. 63. Let us help your mobile app succeed. For free.
  64. 64. Our partners
  65. 65. Sign up for FBStart ! fb.me/start !

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