This document discusses using social features to optimize apps and services. It provides examples of companies like Amazon, Foursquare, Quora, Instagram, and Pinterest that have successfully used a social graph to increase sales and engagement. General tips are given such as using Facebook and Twitter, making sure share buttons work properly, and developing for mobile first. Trends mentioned include social features being added to solitary activities, social impacting the real world through companies like AirBnB, and content being consumed in short snippets.

1. USING SOCIAL
Optimize your apps and services
Jan Isakovič
jan@isakovic.si

2. ABOUT JAN
1991
2400 kbps
Community - mobile - innovation - social
100 Mbps
2013

3. BASIC CONCEPTS
It’s simple..

4. SOCIAL GRAPH
• Using relationship data to
deliver extra value
• Explicit or implicit

5. FAMILIAR GROUND
Using social for
marketing / sales
Using social for
core
functionality
Using social to sell
more

6. SHOW METHE MONEY FUNNEL

7. THE PIONEER
• What was the first company
to successfully use the social
graph to increase their sales?
• Facebook?
• Twitter?

8. THE PIONEER
• What was the first company
to successfully use the social
graph to increase their sales?
• Facebook?
• Twitter?

9. AMAZON
• Get customers
• Keep customers
• Grow customers
Help decide
Up-selling Simple sharing
Social integration

10. FOURSQUARE
• Get customers
• Keep customers
• Grow customers
Social integration
GamificationVenue suggestions
Share check-insSponsored stories

11. QUORA
-1
=

12. QUORA
• Get
• Keep
• Grow
Top writer awards Newsfeed
Facebook integration
Pay credits to ask
Ask experts online

13. INSTAGRAM
• Get
• Keep
• Grow
Implants the need to take picture & share
Just keep scrolling, scrolling, scrolling
Social integration
Share everywhere

14. INNOVATIVE SERVICES

15. PATH
• 150 friends - why?
• Doesn’t compete with
Facebook orTwitter
• Inventive monetization
• Interesting partnerships -
Nike+

16. PINTEREST
• Infinite scroll
• Great UI and UX
• Women love it
• Growing like mad

17. GENERALTIPS

18. USE IT OR LOSE IT
• Doing social? Use Facebook and
Twitter, try out new services
• Make sure your share buttons
work the way they should
• Not developing for mobile first?
Probably a mistake.

19. PLAY NICE WITHTHE BIG
GUYS
“The arrival of Facebook’s Open
Graph has created a new breed of
supercharged startups. [..] SocialCam
added 20 million users in just two
weeks after it joined the club.“
TheVerge

20. NEVER LAUNCH EMPTY
• Amazon without books?
Facebook without people?
Reddit without links?
• Build a starting data set and
keep adding to it; disguise
how small it is

21. TRICKINGTHE USERS
• Nir Eyal,“The Desire Engine”
• How to get the users to use our service
more
• Excellent intro to brain hacking
• Only for the light side of the force
X

22. TRENDS

23. TRENDS
• Social everything: solitary activities turning into group ones
• Social is changing real world:AirBnB, Prevoz.org, ZipCar
• Social enterprise: almost 90% of Fortune 500,Yammer
• Gamification: making boring stuff fun
• Content snacking: average time in app = 1 minute

24. QUESTIONS?