SlideShare a Scribd company logo
developers
Prashant Sridharan
psridharan@fb.com
github.com/CoolAssPuppy
@CoolAssPuppy
Getting Discovered
Benefits of the Facebook Platform
BUILD great mobile apps more productively
DISTRIBUTE your apps via organic sharing
PROMOTE your apps using Facebook ads
Distribute PromoteBuild
Distribute Promote
Build
www.parse.com
Parse
Building Your App
Database
Building Your App
Database REST API
REST
Z
Z
Z
Server
++
+ users
+ security
CachingNetworking
+ +
The fun stuff!
Parse Lets You Focus on the Fun Stuff
Database REST API
REST
Z
Z
Server
++
+ users
+ security
CachingNetworking
+ +
The fun stuff!
Parse Lets You Focus on the Fun Stuff
no no
no
no
no
yes!
Database REST API
REST
Z
Z
Server
++
+ users
+ security
CachingNetworking
+ +
The fun stuff!
Z
The Natural Evolution of Things
0% 100
Running Your
Own Servers
0% 100
Your Own
Cloud
Instances
0% 100
Parse
The Natural Evolution of Things
Yucky Stuff Fun Stuff
0% 100
Running Your
Own Servers
Yucky Stuff Fun Stuff
0% 100
Your Own
Cloud
Instances
Yucky
Stuff
Fun Stuff
0% 100
Parse
PromoteBuild Distribute
Distribute
PromoteBuild
You are here
You are here
You are here
App Store > 700,000 Apps
Google Play > 700,000 Apps
developers.facebook.com
iOS Android Web
The Facebook SDK for iOS
FBLoginView
FBGraphObject
FBSession
FBFriendPickerViewController FBDialogs
FBOpenGraphAction facade (e.g. FBGraphUser)
FBRequest FBRequestConnection FBSettings
The Facebook SDK for iOS
FBLoginView
FBGraphObject
FBSession
FBFriendPickerViewController FBDialogs
FBOpenGraphAction facade (e.g. FBGraphUser)
FBRequest FBRequestConnection FBSettings
The Facebook SDK for iOS
Core
FBLoginView
FBGraphObject
FBSession
FBFriendPickerViewController FBDialogs
FBOpenGraphAction facade (e.g. FBGraphUser)
FBRequest FBRequestConnection FBSettings
The Facebook SDK for iOS
Core
FBLoginView
FBGraphObject
FBSession
FBFriendPickerViewController FBDialogs
FBOpenGraphAction facade (e.g. FBGraphUser)
FBRequest FBRequestConnection
Graph
FBSettings
The Facebook SDK for iOS
Core
FBLoginView
FBGraphObject
FBSession
FBFriendPickerViewController FBDialogs
FBOpenGraphAction facade (e.g. FBGraphUser)
FBRequest FBRequestConnection
Native UI
Graph
FBSettings
The Facebook SDK for Android
Native UI
Graph
Core
LoginButton
GraphUser
FriendPickerFragment ProfilePictureView
GraphObject.Factory OpenGraphAction
Request UiLifecycleHelper SettingsSession
The Facebook SDK for Android
Native UI
Graph
Core
LoginButton
GraphUser
FriendPickerFragment ProfilePictureView
GraphObject.Factory OpenGraphAction
Request UiLifecycleHelper SettingsSession
Facebook Native User Interface
Facebook Login Profile Picture Friend Picker Place Picker
Facebook Helps You Get Discovered
Timeline News
Feed
Graph
Search
http://a.url.can/go?here
message
Some photos from the weekend
Some photos from the weekend
Some photos from the weekend
Some photos from the weekend
The Most Interesting Story: Who Are You?
Prashant
The Most Interesting Story: Who Are You?
PrashantVERB a NOUN
Timeline
Timeline
Open Graph Stories
Why Sharing Matters
Why Sharing Matters
Sharing is central to
our online
Why Sharing Matters
Sharing is central to
our online
...and is an
expectation we have
Beautiful Stories > Better Engagement > Discovery
Beautiful Stories > Better Engagement > Discovery
Sharing
Sharing
Good
Native iOS 6
Simplest form of sharing
Does not require Login
Sharing
Good
Native iOS 6
Simplest form of sharing
Does not require Login
Better
Uses latest version of the
installed Facebook app
Does not require Login
Sharing
Good
Native iOS 6
Simplest form of sharing
Does not require Login
Better
Uses latest version of the
installed Facebook app
Does not require Login
Sharing
Good
Native iOS 6
Simplest form of sharing
Does not require Login
Better
Uses latest version of the
installed Facebook app
Does not require Login
Best
Uses actions/objects
generated by apps
Requires Login
Deeply engaging stories
Driving Better Discovery: Deep Linking
Driving Better Discovery: Deep Linking
Users see stories
generated by your app in
their News Feed and
engage with them
Driving Better Discovery: Deep Linking
Users see stories
generated by your app in
their News Feed and
engage with them
Taken directly
to app if the
app is already
Driving Better Discovery: Deep Linking
Users see stories
generated by your app in
their News Feed and
engage with them
Directed to App
Store to download
app if it’s not
installed
Taken directly
to app if the
app is already
Deep Linking Works Best With Incoming Links
Deep Linking Works Best With Incoming Links
Why Use Facebook Login?
Why Use Facebook Login?
User’s identity
Why Use Facebook Login?
User’s identity User’s friends
Why Use Facebook Login?
User’s identity Appearing in SearchUser’s friends
Why Use Facebook Login?
User’s identity Appearing in SearchUser’s friends
Getting
Distribution
Best Practices for Using Facebook Login
▪ Use the latest SDKs for native login
▪ Augment your own authentication
mechanism
▪ Separate read and write permissions
▪ Ask for write permissions in context
▪ Explain why you need Facebook
Login
Best Practices for Using Facebook Login
▪ Use the latest SDKs for native login
▪ Augment your own authentication
mechanism
▪ Separate read and write permissions
▪ Ask for write permissions in context
▪ Explain why you need Facebook
Login
Best Practices for Using Facebook Login
▪ Use the latest SDKs for native login
▪ Augment your own authentication
mechanism
▪ Separate read and write permissions
▪ Ask for write permissions in context
▪ Explain why you need Facebook
Login
Eight Most Common Facebook Login Mistakes
▪ Asking for too many permissions
▪ Back-to-back ask for read and write permissions
▪ No way to log out of the app
▪ Not using the latest native dialogs
▪ Making the user create an account/password after logging in with Facebook
▪ Confusing language about what you intend to do with offline access
▪ Not handling the case where a user rescinds permission later
▪ Making it unclear that you’re about to login with Facebook
The Empty Room Problem
The Empty Room Problem
The Empty Room
Problem
•Where are my friends?
•Where is the art and
decor I love?
•What is there to do
that I will like?
The Social Graph
LISTEN
READ
RUN
COOK
Like
Like
Like
Like
The Social Graph
https://graph.facebook.com
API for people, things, and the connections between
▪ /me - get profile information for the currently logged-in user
▪ /me/friends - get a list of that person’s friends
▪ /me?fields=endoapp:run - get all that person’s runs on Endomondo
▪ /[place_id] - get information about places where your users are
▪ /search?q=[term]&type=[post/checkin/place] - search for public updates
on a topic
https://graph.facebook.com
API for people, things, and the connections between
▪ /me - get profile information for the currently logged-in user
▪ /me/friends - get a list of that person’s friends
▪ /me?fields=endoapp:run - get all that person’s runs on Endomondo
▪ /[place_id] - get information about places where your users are
▪ /search?q=[term]&type=[post/checkin/place] - search for public updates
on a topic
call /me maybe?
Privacy & Permissions: Reading Data
Extended
Profile
Properties
Email
Privacy & Permissions: Reading Data
Public
Profileid, name, first_name, last_name, link, username, gender, locale
email
user_about_me, user_activities, user_birthday,
user_checkins, user_education_history, user_events,
user_groups, user_hometown, user_interests,
user_likes, user_location, user_notes, user_questions,
user_relationships, user_relationship_details,
user_religion_politics, user_status,
user_subscriptions, user_videos, user_website,
user_work_history, user_actions.music,
user_actions.news, user_actions.video,
user_games_activity, user_actions:APP_NAMESPACE
read_friendlists, read_insights, read_mailbox,
read_requests, read_stream, xmpp_login, ads_management,
create_event, manage_friendlists, manage_notifications,
user_online_presence, friends_online_presence,
publish_checkins, publish_actions, rsvp_event
Privacy & Permissions: Be Responsible
Privacy & Permissions: Be Responsible
DistributeBuild Promote
Distribute
Promote
Build
Your
App
Your
App
Get
Users
Share
Stories
Your
App
Get
Users
Drive
Traffic
Share
Stories
Your
App
Get
Users
Share
Stories
Your
App
Get
Users
Promote
Traffic
The best way to drive installs
The Best Way to Drive Installs
Find the Right Customers
Demographic
‣ Age
‣ Gender
‣ Locatio
n
Social
‣ OS
‣ Device
‣ Wifi
Custom
‣ Email addresses
‣ Phone numbers
‣ Facebook user IDs
‣ App Users IDs
Mobile
‣ Likes & interest
‣ Friend connections
‣ Activity (e.g., check-
Find the Right Customers
Mobile App Install Ad Results
3X better ROI
compared to other channels
developers.facebook.com/showcase/poshmark/
Mobile App Install Ad Results
20% lower cost
compared to other channels
developers.facebook.com/showcase/poshmark/
Mobile App Install Ad Results
charted 6th
in App Store
Sponsored Stories
Sponsoring Open Graph Stories
Marketing Strategy
Marketing Strategy
Mobile App Install Ads
Always On
Marketing Strategy
Mobile App Install Ads
Always On
Sponsored Stories
For key events
PromoteBuild Distribute
developers
Thank you
developers.facebook.com

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