Upload
dave-mcclure
View
16.530
Download
0
Embed Size (px)
DESCRIPTION
Jia Shen's presentation on Social App Development from Graphing Social Patterns West 2008
Citation preview
rockyouit’s all you!
rockyou
RockYou is the leading provider of social network applications
• Invented the Space• Double Digit penetration across leading
social networks (MySpace, Facebook, Bebo..)
• 105 Million Uniques
• 1.5 Billion Pageviews
• 150+Million Widget views a day
rockyou
Application Developmentby the numbers
• Marketing / Validation
• Growth
• Engagement
rockyou
Application Phases
• Marketing / Validation– Audience– Messaging– Channels
rockyou
Application Verticals
• Channel – Superwall, HugMe
• Content – Flixster, iLike, Watercooler
• Quiz – Likeness, Flixster, Compare Ppl• Games – Zombies, FluffFriends, SpeedRacer
• Gifts – Grow-a-gift, Free Gifts
• Self Expression – Cities I’ve Visitied, Bumper Sticker
rockyou
Skew heavily to teen and young adult women—brand influencers
Audience
rockyou
Facebook Channels
• News Feed
• Notifications
• Profile
• Invites
• Profile Action
• Non-user pages
• Profile Action
rockyou
Messaging
• What are the call to actions
rockyou
Application Phases
• Growth– Break viral barrier– Tune growth (Install vs uninstall)
rockyou
Viral Multiplier
• App grows without promotion
• 1 user causes at least 1 user to install
rockyou
Tuning
• Track everything. Graph it, trend it.
• Notification / Invite Allocations
• Notification spam blocking
rockyou
Application Phases
• Engagement– Saturated social circles– Tune for experience
rockyou
Virality vs Engagement
• Virality– Grow outside of core group of users– Get users to spread to others– Don’t hurt user experience
rockyou
Virality vs Engagement
• Engagement– Build user experience– Increase pageviews and loyalty– Build stickiness– Continue growth– Prevent uninstalls– Monetize (use Rockyou!)
rockyou
Facebook Channels
• News Feed
• Notifications
• Profile
• Invites
• Profile Action
• Non-user pages
• Profile Action
rockyou
Open SocialWhat’s a Platform
• Ability to Add Functionality
• Distribution
• Monetization
rockyou
The Open Social Challenge
• Different audience– Huge audience!– Promiscuity factor
• Different use model– Profile vs News Feed
• Viral channels– Whats effective?
• Directory– Not repeatable source of growth
rockyou
The Networks
• MySpace– US (international later)– In profile
• Orkut– Brazil, India– Scrapbook big
• Hi5– Spanish speaking– In profile
rockyou
Open Social Channels
• News Feed– Infancy
• Profile• Main Page• Bulletins• Messaging / Invites (TBD)• Non-user pages
• A lot in the air
rockyou
Application Verticals
• Channel – Superwall, HugMe
• Content – Flixster, iLike, Watercooler
• Quiz – Likeness, Flixster, Compare Ppl• Games – Zombies, FluffFriends, SpeedRacer
• Gifts – Grow-a-gift, Free Gifts
• Self Expression – Cities I’ve Visitied, Bumper Sticker
rockyou
What’s the plan?
• No different than Facebook launch
• Practice agile development
• Focus on demographic
• Whats already there?
• Instrument for virality
• Focus on Apps that aren’t dependent on viral
rockyou
The End
rockyou
Facebook DemoQuantcast
rockyou
MySpace InfoQuantcast
rockyou
Additional Characteristics
• Development Cost
• Maintenance
• Stickiness
• Openness