The Facebook Platform: Apps, APIs, & The Social Graph

The Facebook Platform:Apps, APIs, & The Social Graph

Lance Tokuda, RockYou!

10/7/07

Agenda

• What is an App?

• Facebook Apps versus MySpace Widgets

• Brand distribution on the Facebook Platform

What is an App?

What is an App?

Invite

News Feed

What is an App?

Install App

API access to user info• demographics • social graph (friends)

What is an App?

Invite friends

What is an App?

Call to action for friends

What is an App?

Applications link

Profile link

Profile box

MySpace Widgets versus Facebook Apps

• Apps support engagement with friends

• Apps are more viral

• Third party distribution is allowed

Brand distribution on the Facebook Platform

• Building an app

• Growing apps virally

• Ad support and partnership

Building Super Wall

Concept: Friday 6/15Design: Friday 6/15Implementation: 6/15-6/17Deployed: Monday 6/18, 4AMAdvertising: Tuesday 6/18, 118K usersViral growth: 3 weeks

2 Million Users!

Growing apps virally

0

200,000

400,000

600,000

800,000

1,000,000

Without API(MySpace, Bebo,Friendster, Hi5)

With API(Facebook)

Creations

Networks with API access to friendsgive you 7x more distribution

Without API – OLD WAY

Casino Royale, Sony PicturesSlideshow add-on75K created (30 days)

Leigh Nash, Nettwerk RecordsSlideshow add-on150K created (30 days)

Horoscope, Frengo300K created (30 days)

With API – NEW WAY

Horoscope, Frengo2M created (30 days)

7x more

Music Videos, Yahoo!1M created (30 days)

We recommend the new way!Facebook now and others coming soon

Resident Evil, Sony1M entries (30 days)

Adoption is hard

Only 1% of all apps hit 1M users

Ad support and partnership

Example promotionYahoo! Music Videos

1M

Music Videos (Yahoo!)

Music Videos (Yahoo! and RockYou)

1. Promotion on RockYou Ad Network

2. Viral tuning3. Integration with major apps

Complete Cycle: Yahoo! Music

Design: Monday 7/23

Implementation: 7/23-7/29

Deployed: Monday 7/30

Advertising: Tuesday 7/31 100K users

Growth: 4 weeks

1M Users

CBS

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

200007/2

/2007

7/1

6/2

007

7/3

0/2

007

8/1

3/2

007

8/2

7/2

007

9/1

0/2

007

9/2

4/2

007

Previous Widget (CBS)

Political Candidates(CBS & RockYou!)

CBS

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

200007/2

/2007

7/1

6/2

007

7/3

0/2

007

8/1

3/2

007

8/2

7/2

007

9/1

0/2

007

9/2

4/2

007

Previous Widget (CBS)

Political Candidates(CBS & RockYou!)

3 days versus 3 months

Key Takeaways

• Facebook is the best distribution platform– 7x better

• Distribution is still hard– only 1% succeed

• Third party distribution enables App success– not supported on other networks

Recommend focus on Apps versus Flash widgets

About RockYou!RockYou is the leading provider of widget engagement with over 20M daily page

views and growing*

* see daily Quantified Publisher traffic numbers reported on Quantcast.com

Contact InfoRo Choy, VP Business Development ro@rockyou.com

To inquire about advertising your appadvertisers@rockyou.com

Got a successful app and want to generate more revenue?Join our publisher network!developers@rockyou.com