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!