Facebook Application Development India, Facebook Apps Developer
Apps, Timeline and Facepile: Making Sense of Facebook as a Non-Developer
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Apps, Timeline and Facepile: Making Sense of Facebook as a Non-Developer Lindsay Reene @GeekLindsay Social Engagement Manager, Engauge 1 Friday, October 12, 2012
Transcript of Apps, Timeline and Facepile: Making Sense of Facebook as a Non-Developer
Apps, Timeline and Facepile: Making Sense of Facebook as a Non-Developer
Lindsay Reene @GeekLindsaySocial Engagement Manager, Engauge
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Hi there!
• Social tech geek
• Millennial
• @GeekLindsay
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Topics We’ll Cover
• Exploring the Why
• Discovering an Untapped Opportunity
• Understanding Open Graph and Timeline Apps
• Making Sure It’s the Right Fit
• Doing It Well -‐ Or Not At All
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Exploring the Why
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Why It’s Worth It to Understand
The person who has my job in the next generation will probably be a computer scientist.
In Silicon Valley, there are engineers and non-engineers. I’m a non-engineer. ...[But] I think I’d be better at my job if I were more technical.
- Sheryl Sandberg, COO of Facebook
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The Value in Social
Bottom-Line Value: Customers who engage with companies over social media spend 20-40% more money with those companies than customers
who do not. - Bain & Company
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The Value in Facebook
Every month, 12 times more people (235 million) play games on Facebook than the viewership of Season 11 of American Idol (19.7 million), one of the highest rated TV shows in the history of television.
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But, you’re thinking ...
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So, let’s get to the fun part.
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Discovering an Untapped Opportunity
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Key Terminologies
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Key Terminologies
Personal User Profile Page
Where users post status updates
“Timeline”
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Key Terminologies
Company/Corporate Profile Page
Where companies/brands post and
house status updates
“Brand Page”
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Key Terminologies
Homepage
Collects stories from brand and personal
pages
“News Feed”
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Where Users Spend Their Time
Follow the User
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Where Users Spend Their Time
Less than 5% of users return to a brand page within a month after Liking it. - ComScore
More Time on News Feed Than Brand Pages
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Where Users Spend Their Time
Users engage within Timelines more than 2x as much than on the News Feed. - Extole
Than News FeedMore Time on Timeline (Profile) Pages
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The Opportunity: The Timeline
Timeline (User Profile
Pages)
Brand Pages News Feed
Where brands primarily invest resources managing today
Opportunity space
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An Untapped Opportunity
This brand activity was all driven via Timeline, not on a brand page.
Increased referral traffic from
Facebook 400%.
Drove six million viewers to its Super Bowl Ad Meter in
four weeks.
Doubled referral traffic and grew membership from 1.8 to 3.2 million in
four months.
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An Untapped Opportunity
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Understanding Open Graph and Timeline Apps
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Facebook Open Graph
Object (e.g. brand page, webpage)
Must be rooted in a unique URL.
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Is So Two Thousand Late
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Facebook Latest Change: Expands Actions
Object (e.g. brand page, webpage)
Must be rooted in a unique URL.
Object (e.g. photo, movie, points, webpage)
Unlimited and must no longer be rooted in a unique URL.
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Are to HOT.
Is to VIRAL,
ACTIONS: 2012 and beyond
As
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Open Graph Aggregation
Jessica read a book.
Action Object Meaningful Aggregation
Simply: Timeline applications aggregate Open Graph stories into meaningful messages.
John ran his fastest run.Sara gained the most points.
Timeline Apps
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Example
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Example
User creates a story.Wants
PinnedWatched
Attended
Nommed
Newsfeed Ticker Timeline
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Facilitating User Expression
• Zuck’s challenge
• User expression in the “About Me” and on the Timeline
• Idencficacon of the drives, mocvacons and unfulfilled desires of your core consumers
Objective: Make them look cool (i.e. popular, interesting, cultured, [INSERT ADJECTIVE] etc.) to their friends.
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Making Sure It’s the Right Fit
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When Are Timeline Applications Ideal?
Timeline apps are ideal for frequent and repeated digital experiences.
Mobile apps
Gaming
Digital content consumpcon
e-‐Commerce
Other digital transaccon pladorm
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Mobile App: Instagram
Facebook users on a mobile app are twice as engaged as those who use the app on a desktop.
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Gaming: SongPop
• Guiding principles for Open Graph apps in games:
• Idencty curacon
• Friends Engagement
• Drive social engagement with game-‐related incencves
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When Are Timeline Applications Ideal?
Mobile apps
Gaming
Digital content consumpcon
e-‐Commerce
Other digital transaccon pladorm
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Digital Content Consumption: Viddy
• In two months (February to April), Viddy increased it’s monthly ac1ve users 1,500% (to 920,000).
• Yes, in two months.
• In one month (April-‐May), it grew from 4 million to 26 million users.
• Yes, in one month.
Facebook Timeline app integration catapulted a relatively obscure platform into a viral success ... in three months.
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E-Commerce: Elle
“Active” Timeline verbs allow users opportunities to express themselves and drive consumer-to-consumer conversation around
brands.
Pair
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E-Commerce: Pottery Barn
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Other Digital Platform: Mustang Customizer
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Other Timeline Application Sample ExamplesDigital loyalty program
Gamifies the plaJorm for most loyal consumers
• Points collected • Owned/favorite rewards -‐ image gallery
Digital media rental
Connects users with friends’ watch acLvity
• (Total number) movies viewed • Favorite TV shows -‐ image gallery• Queued items
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Doing It Well - Or Not At All
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Facebook Timeline Apps Best Practices
1. Drive stories
• Get an exiscng user base publishing stories
Source: “Guide: Complete the loop to grow your app with Open Graph” via Facebook Developer Blog
• Make published stories appealing
2. Make it easy for new users
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Drive Stories
“Stories are your currency for driving growth of your app.” - Facebook
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Get Existing Users Publishing Stories
• “Upsell” on homepage
• Communicate the benefits
• Communicate social throughout
• Use images of friends -‐ Facepile
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• User messages
• Personalized content
• User-‐generated message/image
• Achievements and meaningful aggregacons
• Shareable experiences
Make Published Stories Appealing
Objective: Make them look cool (i.e. popular, interesting, cultured, [INSERT ADJECTIVE] etc.) to their friends.
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• Enable authenccated referrals
Make It Easy For New Users
• Prompt a "lightweight" quescon or interaccon that invites response
• Then, pull them deeper
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SUMMARY
Successful Timeline apps ac1vate their exiscng user base to write high quality stories that drive
engagement and discovery by new users.
New users create stories to keep the loop
growing.
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Remember
• Leverage the Untapped Opportunity
• Always Use Behavioral Insights and Trends to Make Sure It’s the Right Fit
• Do It Well -‐ Or Not At All
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Thank you.
Lindsay Reene @GeekLindsay
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Thank you.
Lindsay Reene @GeekLindsay
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Appendix
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How It Works
• Step 1: Create a Facebook app
• Step 2: Authenccate users with the Login Bumon plugin
• Step 3: Define Objects, Accons and Aggregacons through the Developer App
• Step 4: Publish Accons for your users
• Step 5: Add Social Plugins to your app
• Step 6: Submit Your Accons for approval
Source: Facebook
Timeline Apps: Behind the Scenes
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History of Open Graph
Facebook Connect
Register or Login outside of Facebook
Social Plug-‐ins
Like or Share outside of Facebook
Applica1ons
Advanced interaccons via Facebook
20102010 Ongoing
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