Facebook for Development

Leila Chirayath | 13 December 2008 | Makerere University

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Why Facebook?

One of the most trafficked social networks

Excellent tools for third-party developers

Allows outside developers to own 100% of advertising revenue

Other social networks: Hi5, MySpace, Orkut, Bebo

Social Networks and Development

Opportunity for developers anywhere to earn money by creating applications

Opportunity to create more locally-relevant tools and content

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The Opportunity

GrowthMore than 130 million active usersFacebook is the 5th most-trafficked website in the world (comScore) Demographics

The fastest growing demographic is those 25 years old and olderMaintain 85 percent market share of 4-year U.S. universities

Applications

Over 30,000 applications have been built on Facebook Platform140 new applications added per day

Success Stories - Young Developers

Stanford Class

Offered by BJ Fogg and Dave McClure in Fall Quarter ’07, part of Dr. Fogg’s Persuasive Technology Lab

Course resulted in 25+ apps

Some students went on to launch their own application companies

"I love what I'm doing. Do you know how it feels to go from 1 user to 6 million? These past 6 months have been amazing..." Wayne Mak, Developer of Nicknames

Success Stories - Apps with a Social Mission

(Lil) Green PatchShows a running count of the number of square feet of rainforest saved by every user as they use the application.

CausesLets you start and join the causes you care about. Donations to causes can benefit over a million registered 501(c)(3) nonprofits.

The Marketplace

Elance

oDesk

Guru.com

Rentacoder

Facebook Marketplace

Conferences

New players

BPO and IT jobs can increase incomes in Sub-Saharan Africa by as much as 90 percent

$0

$5

$10

$15

$20

Ethiopia Ghana Kenya Niger Indonesia Pakistan Vietnam Sri Lanka

hourly average wage on oDeskdaily official minimum wage

Wage differentials

oDesk’s oConomy

Kenyan growth: from 12 to 283 providers in <1 year

What we do at

a new socially responsible outsourcing concept among US enterprises

Defining and promoting

Missionto create knowledge jobs for skilled, economically disadvantaged people

to create business value for US enterprises through low-cost, high-quality business process and IT outsourcing services

small- and medium-sized outsourcing firms (SMOs) and freelancers in economically disadvantaged regions

Training

SMOs to a global marketplace for servicesConnecting

Method

How we brand our service

Socially responsible outsourcing promotes economic development and reduces poverty

Foreign capital Small firms Talented Individuals

$$$a small slice of the

$160B services outsourcing industry

micro-, small- and mid-sized businesses

poor people with untapped talent

Sales Strategy

Website

Sales Team2 salespeople brought on (commission-only basis)1 offshore sales admin/RFP searcherBasecamp + Salesforce coordination

• < $5K contracts• Cross-platform distribution with

oDesk, Elance, other partners• Traffic driven through video

marketing, FB site, free ad campaigns

• $10K-$100K contracts• RFPs and word of mouth• Web-based RFP searches,

conferences, personal connections (e.g., Benetech)

Data entry, transfer and conversion tasks

Specific rule-based processes

Decision-making and problem-solving processes

Client-facing processes

1-4 plus industry knowledge

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3 contracts signed: Website developmentPillowchats.com, BarCampAfrica, hourly web development

Services offered include data entry, digitization, transcription, website and software development

Results to date

2 contracts signed: software testing (750 Industries); fact-checking (Google)

Several proposals underway: fact-checking services for academics

3 contracts signed: validation of books (Benetech)

$5K

$12K

$58K

March 2008 December 2008

Tools for locally-relevant content

Opportunity for developers anywhere to earn money by creating applications

Opportunity to create more locally-relevant tools and content

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Applying the “Social Graph” to Development: Babajob

Source: Sean Blagsveldt, CEO, Babajob

Applying the “Social Graph” to Development: Babajob

"Seeking to bring the social-networking revolution to the world's poor"

Source: Sean Blagsveldt, CEO, Babajob

Common Facebook Tools

GroupsClusters of FB users around an organization, idea, or theme.

Facebook Tool Examples

EventsDedicated event page with features to invite users and add content

PagesClusters of FB users around an organization, product or person, designed for companies

Groups vs. Pages

• Designed for common interest user clusters

• Some customization tools

• No analytics• No profile-like

functionality

Groups vs. Pages

• Group type enables secret groups and other social functions

• Admins/officers listed on page

• Related groups listed on main page

Using Groups for Local Content

African Languages Group

Over 1,000 members

Finding ways to create content in Africa’s ~2,000 languages

Using Groups for Local Content

Kenyan Groups

Top groups after post-election violence have 5-7,000 users

Ushahidi.com used to monitor violence

Groups vs. Pages

• Designed for companies & products

• Rich customization/integration tools

• Analytics• Integrated

advertising

Groups vs. Pages

• Customization includes blog importing, video

• Applications function as on user profiles

• No listing of admins

Other Tools: Events

Feb 4, 2008

Colombian protest against FARC rebel group

up to 2 million people attended

Questions?