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Agencies + Google Developer Products
Challenge: Marketing is a Fast Moving Target
Source: http://www.flickr.com/photos/benjiw/2532552979/
Busy intersection, Tokyo, Japan
Source: http://www.paperorplasticmovie.com
So How Do You Quickly Create Compelling Solutions for Marketers?
Brian Bay, 2007 National Grocery Bagging Champ
Solution Part 1: Agencies Are Filled With Incredible Talent
Source: http://www.flickr.com/photos/dreamonix/2215649313/
Solution Part 2: Google’s Developer Tools
Source: Google
Google Friend Connect +Google App Engine
Google Friend Connect Benefits
• Accelerate user acquisition: OpenIDhas 500M+ users that are alreadyregistered members on your site.
• Drive traffic back to your site: OAuth enables seamless and easy sharing by your users to their social networks.
• Increase user time and engagement on site: users that spend more time view more ads, become better evangelists, and become more loyal to your brand/site.
• The longer you use Google Friend Connect, the better the benefits: since ubiquity and innovation follow open standards, you are on the side of inevitability and growth.
Google App Engine Benefits
• Faster time-to-market: very fast innovation through short development cycles
• Reduced development and admin time: scales effortlessly and without ongoing maintenance
• Reduced technical complexity and points-of-failure: integrated environment, including ACID-compliant distributed datastore and single global memcache
• Reduced platform lock-in: based on open standards and languages/APIs that developers know and understand (Java and Python)
• Much lower cost, can be 10X+ less: very inexpensive fees and reduction in needed roles
The Modelling Interactive Agency
• To find out more, I talked with a fake interactive agency,The Modelling Interactive Agency.
The
Web
is
Social
Source: http://xkcd.com/256/
Broad reach Niche audiences
The Web is Social: Early Signs
The Web is Social: By the Numbers
20051. yahoo.com2. msn.com3. google.com4. ebay.com5. amazon.com6. microsoft.com7. myspace.com8. google.co.uk9. aol.com10. go.com
Global Traffic Rankings
20091. google.com2. yahoo.com3. youtube.com4. live.com5. facebook.com6. msn.com• wikipedia.org• blogger.com1. myspace.com2. yahoo.co.jp
Source: Alexa Global Traffic Rankings, Morgan Stanley Research. 2005 rankings as of 12/31/2005. 2009 rankings as of 2/25/2009.
Marisa, Account Executive
My clients are looking for a new and engaging
social media solution. How can I help them?
Carly, Strategic Planner
Yes, social media! But is there a platform out there
that doesn’t limit me in my choices?
New Social Experience
Google Friend Connect
Social Experience Add-Ons
Google Earth API
YouTube Player API
Google Maps / Maps for Flash API
What is Google Friend Connect?
• With Google Friend Connect, you can very easily awaken and strengthen community online
• How does it do this? Three ways:
Sign-In: Lowers the barrier for user acquisition usingOpenID
Friends: Makes it easy for users to share and invite friends using OAuth
Apps: Provides a hosting platform for socially-rich gadgets using OpenSocial
Google Friend Connect: Sign-In
• Why OpenID? Supported broadly — over 500M OpenID accounts today If you have one of the following logins, you have an OpenID account:
AOL, Google, IBM, Microsoft, MySpace, PayPal, VeriSign, Yahoo!
Google Friend Connect: Friends
• Why OAuth? Emerging standard that has seen quick adoption, started and driven
by Twitter and others No more giving username/password to third-party sites! Think of valet keys that run the car but don’t open the trunk
Google Friend Connect: Apps
• Why OpenSocial? Standard developed a few years ago, adoption
has been phenomenal. OpenSocial reaches over 750M users globally today, and growing.
Allow app developers to write once, and run it on any supported OpenSocial platform.
Google Friend Connect gadgets are 100% OpenSocial compliant.
Open standards and broad
reach? I love it!
Google Friend Connect Benefits
• Accelerate user acquitistion: OpenIDhas 500M+ users that are alreadyregistered members on your site.
• Drive traffic back to your site: OAuth enables seamless and easy sharing by your users to their social networks.
• Increase user time and engagement on site: users that spend more time view more ads, become better evangelists, and become more loyal to your brand/site.
• The longer you use Google Friend Connect, the better the benefits: since ubiquity and innovation follow open standards, you are on the side of inevitability and growth.
Marisa, Account Executive
OK, I’m convinced. Let’s build some apps and
gadgets for our new social platform. How do we start?
Creating Web Software: The Wrong Way
Idea!Get Dev
Env Set-up
Get ProdServersSet-up
Set-upDatabase
WriteCode
TestCode
DeployCode
Success--oops!
SoftwareNot Scalable
Re-architectCode,
Servers, DBFor Scale
Re-deployCode,
Servers, DB
Stress- andLoad-TestScaled Env
Success!
$ $ $
$$$
$ $ $
Creating Web Software: The Right Way?
Idea!Get Dev
Env Set-up
ArchitectCode,
Servers, DBFor Scale
Set-up ProdEnv for Peak
Scale
Set-up DBfor Peak
Scale
WriteCode
TestCode
DeployCode
Stress- andLoad-Test
Scaled PeakEnv
Ongoing Systemsand DBAdmin
Success!
$ $ $
$$$
$ $
$
Katie, Creative Director
You’re right — our pace of innovation is too slow. We need to get business
ideas into the marketplace fast!
Ben, Chief Operating Officer
Fast is good, but I need an infrastructure that
scales effortlessly. And it has to be a proven
model, nothing too risky.
Lucas, Director of Engineering
And give me an integrated environment, including a distributed datastore and memcache. I’m tired of
dealing with these architecture headaches!
Peter, Chief Financial Officer
Our costs are getting out of control. Give me
something to keep my headcount down and
reduce my costs.
Cloud Application Development
Google App Engine
Creating Web Software: The App Engine Way
Idea!Get Dev
Env Set-up
ArchitectCode,
Servers, DBFor Scale
Set-up ProdEnv for Peak
Scale
Set-up DBfor Peak
Scale
WriteCode
TestCode
DeployCode
Stress- andLoad-Test
Scaled PeakEnv
Ongoing Systemsand DBAdmin
Success!
$ $ $
$ $$
$ $
$
Creating Web Software: The App Engine Way
Idea! DeployCode
Success!
WriteCode
$
TestCode
$
What is Google App Engine?
• Hosted platform for developing massively scalable web apps fast
Oh, like Amazon Web Services?
• Not quite, Lucas. AWS gives you the very same development model you have today with the same issues, just cloud-based and easier to provision.
A New Way to Think About Web Apps
• Google App Engine takes the headache and hassle out of developing web applications by allowing you to focus on just one thing: actually writing the app.
• You don’t have to worry about all the nuts and bolts of servers and databases and log files and on and on.
• You also don’t have to worry about what might happen if your web app became popular. Google App Engine scales effortlessly, whether you have 100 hits a day or 100,000,000.
Wait, so what’s Google App Engine?
Google App Engine Benefits
• Faster time-to-market: very fast innovation through short development cycles
• Reduced development and admin time: scales effortlessly and without ongoing maintenance
• Reduced technical complexity and points-of-failure: integrated environment, including ACID-compliant distributed datastore and single global memcache
• Reduced platform lock-in: based on open standards and languages/APIs that developers know and understand (Java and Python)
• Much lower cost, can be 10X+ less: very inexpensive fees and reduction in needed roles
Agencies + Google Developer Products
• Google Friend Connect can awaken and strengthen the social graph associated with a brand
• APIs like YouTube, Maps, and Earth can increase user engagement
• Google App Engine gets the functionality you need out to the users that wants it
• And you can do this all — quickly, easily, and scalably!
Next Steps
• Identify one or two projects that could benefit from Google Friend Connect and/or Google App Engine
• Quickly prototype a solution to test out ease of implementation
• Roll out to userbase, measure and record results
Thanks!