The document summarizes a workshop on launching and distributing applications on Facebook. It provides an overview of RockYou, a leader in social networking widgets, and discusses topics like creating an app, publishing it, tracking usage, debugging, scaling infrastructure, and promoting apps through ad networks. Examples are given of successful music video apps that saw growth from initial promotions.

1. Workshop: Launching & Distributing Your App Jia Shen - RockYou! Oct 7 th 2007

2. Experience Done an Application before? Took “Intro to Platform” Class? Developers / Business

3. Launching & Distributing Your App Who’s RockYou? Application Overview Quickstart Creating Application Publishing It Application Details Tracking Page Invite Uninstall Debugging In page debugging Write to file http logs Scaling Database Application Facebook Caching Amazon CDN’s Promoting Ad networks

4. RockYou is the leader in self-expression widgets Double Digit penetration across leading social networks (MySpace, Facebook, Bebo..) 35 Million Uniques 43 Million Widget Uniques 430 Million Pageviews 150+Million widget views a day 450k widgets created a day

5. Facebook Applications X Me 9MM 1MM Super Wall 10MM 1.1MM Likeness 9MM 700k Zombies 3.7MM 220k Vampires 3.5MM 300k Users Engagement/Day And More! Emote, Music Videos, Slideshows, Horoscopes, Chuck Norris, Pets

6. RockYou! Widgets RockYou Games VoiceMail Corkboard Razz Player Gizmoz Slideshow FunNotes PhotoFX GlitterText Countdown Horoscopes

7. Self Expression (MySpace, Bebo, Friendster, et. al.) Casino Royale, Sony Pictures 75K created (30 days) Leigh Nash, Nettwerk Records 150K created (30 days) Horoscope, Frengo 300K created (30 days)

8. Engagement (Facebook and others coming soon) Horoscope, Frengo 2000K created (30 days) 7x more Music Videos, Yahoo! 900K created (30 days)

9. Distribution Methods Networks with engagement (access to friends) give you 7x more distribution

10. Increasing Traffic on RockYou “ the top sites among teens have shifted to those providing assistance with social networking profiles” Nielsen/NetRatings F8 Platform Launched

11. Quick Start Developers Site http://developers.facebook.com/ Wiki http://wiki.developers.facebook.com/

12. Quick Start - Creating Application Add Developer Application Create Application Set API Keys

13. Quick Start - Publish It Upload Graphics (icon, app icon, banner) Set Description Submit it

14. Tracking Infinite Sessions Page Views Installs / Uninstalls Invites Sent / Invites Opened

15. Tracking - Session fb_sig_session_key session key (hopefully infinite!) fb_sig_user uid fb_sig_added 1/0, has this application been added fb_sig_time current time, float seconds since epoch fb_sig_friends comma separated list of uids

16. Tracking – Page Views Google Analytics Quantcast In House

17. Tracking - Installs Post Add URL Parameter pass through Post Remove URL

18. Debugging Environment - Developer / Production In Page Debugging Logging

19. Debugging – Environment Have two applications Use Facebook “Test Accounts” Understand “Developer Mode” setting

20. Debugging – In Page Developer View Browser / AJAX Firebug Fiddler

21. Debugging - Logging File Logging Email Notifications Benefits Invisible Errors Track Production Issues

22. Scaling Facebook Caching Basic Infrastructure Hosting CDN’s Amazon

23. Scaling – Facebook Caching Profile FBML Image Caching FB:Refs

24. Scaling – Infrastructure 2.5 Tiers Facebook Application / HTTP Languages Database

25. Promotion Ad Networks Viral Channels Integration

26. Promotion - Ad Networks 3rd party ad networks on Facebook can radically accelerate Facebook application adoption RockYou SocialMedia Cubics AppFuel From RockYou’s experience, advertisers can generate between 100 – 10,000 installs a day Cost ranges from $0.10 - $0.30 CPC and $0.15 - $0.60 CPI Behavioral and interest based ad targeting

27. Music Videos (Yahoo!)

28. Music Videos (Yahoo! and RockYou) 1. Promotion on RockYou Ad Network Viral tuning Integration with major apps

29. Complete Cycle: Yahoo! Music Design: Monday 7/23 Implementation: 7/23-7/29 Deployed: Monday 7/30 Advertising: Tuesday 7/31 100K users Growth: 6 weeks 1.15M Users Over 100x more than original

30. Exercise 1 – Create an App Print “Hello world” on Canvas Page Give it a cool name Give Side Nav link PHP only =(

31. Exercise 2 – Track an App Add Invite to application Print infinite session Log uninstall

32. Jobs! – We’re Hiring [email_address] Developers Product Managers

33. Contact Jia Shen, CTO / Founder [email_address] Ro Choy, VP of Business Development [email_address]