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.

1. Building the future of Mobile Apps
with Facebook
Julien Lesaicherre
Head of Mobile Platform Partnerships, EMEA

2. MOBILE IS
EATING
THE WORLD

3. APPS ARE
EATING
THE WORLD

4. !DEVELOPING
APPS IS
COMPLEX

5. IDENTITY
DEV TOOLS
ANALYTICS
DEEP LINKING

6. PUSMAHPO NISPNDHO EIEATNTNIRISFZTIITAINCTATGAYLIOTLSINONS

7. 1 B+
Mobile active people on
Facebook every month

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

11. BUILD GRO W
App Installs
MONETIZE
!
Audience Network
Login
App Events
Parse
App Links

13. 2008 2009 2010 2011 2012 2013 2014
Introduced Facebook Login

14. 2008 2009 2010 2011 2012 2013 2014
Facebook Login went Mobile

15. 2008 2009 2010 2011 2012 2013 2014
Separate dialogs for read and publish permissions
10%
Increase in
conversion rates

16. 2008 2009 2010 2011 2012 2013 2014
10 Billion Facebook Logins in 2013

17. MORE CONTROL
I want to control the information that is shared with apps
2014

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
2014

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
ONLY ASK FOR WHAT YOU NEED
I feel that apps often ask for too many permissions
2014

20. 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

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 about me
2014

25. 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

26. Asking for lots of
permissions
makes people
uncomfortable

27. 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

30. 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

31. 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

32. BEST PRA C TICES

33. 1. Use the login buttons
from our SDKs

34. 2. Education helps people
understand why apps
ask for permissions

35. 3. Ask for permissions
in context

36. 3. Ask for permissions
in context

37. 3. Ask for permissions
in context

38. 4. Ask for permission to
publish only when people
want to share

39. 5. Cross-platform enables
Send to Mobile

40. APP EVENTS

41. THE PROBLEM: APPS ARE A BLACK BOX
?

42. THE SOLUTION: APP EVENTS
[FBAppEvents logEvent:FBAppEventNamePurchased
valueToSum:10.00
parameters:@{ FBAppEventParameterNumItems : @“1”,
FBAppEventParameterNameCurrency : @"USD",
FBAppEventParameterNameContentType : @“coins”,
FBAppEventParameterNameContentID : @“coins-internal” } ];

43. SEGMENTS
People and Actions You Care About Measurement of Those Actions
Large spenders FBAppEventNamePurchased
Those who reached only level 2 FBAppEventNameAchievedLevel
Active users FBAppEventNameActivatedApp

44. INSIGHTS

45. RETARGETING PAYERS
Create custom
audiences based on
previous behaviour

46. 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

48. Parse makes building app s easier on any platform.

49. We take care of the nuts and bolts.
Networking, Managing Servers, Scaling
So you can get to the fun part faster.

50. • Acquired 18 months ago
• 260,000 apps powered by Parse
• 4K+ new signups per week
• 5B+ push notifications sent in Q1

52. Parse Core Parse Push Parse Analytics

53. 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

55. Push notification as a service Parse Push
Advanced Push targeting
Push scheduling and expiration
Web console, Rest API or Client SDK

57. Know more about your app & users
Measure App
Usage
Parse Analytics
Build your custom
events
Growth & retention
analytics

59. 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

60. 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

62. •

63. •

64. Open and
accessible
Cross
platform
Easy to
integrate
Supports
mobile only

65. Title Text
•Body Level One
• Body Level Two
• Body Level Five 1 BILLION+
• Body Level Three
• Body Level Four
MOBILE DEEP LINKS INDEXED

66. What’s supported?
Newsfeed Timeline Messenger
Apps Facebook Pages

67. BEST PRACTICES
Think first about the business model
Use it to cross promote your apps
Enrich customers’ experience with top apps

68. .ORG

69. App Store > 1 Million Apps
Google Play > 1 Million Apps
You are here

70. MOBILE APP ENGAGEMENT AD
How it works
Mobile App
Engagement Ad
Deep linked to specific
location within app

71. 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

72. MOBILE APP ADS WORK
60%+
Penetration
among
top grossing
apps
350M
Installs driven

73. 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

74. BEST PRACTICES
Target w. Demographics, Interest, Devices
Be Marketers: format, numbers, content
Test, Test, Test
Work with a Preferred Marketing Developer

75. Audience Network

76. Native ads for the best experience

77. Let us help your mobile app succeed. For free.

78. Our partners

79. Sign up for FBStart
! fb.me/start
!