Graphic Social - Application Design
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Facebook App Design Jia Shen - RockYou! Oct 9 th 2007
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Transcript of Graphic Social - Application Design
Facebook App Design
Jia Shen - RockYou!
Oct 9th 2007
Facebook Applications
X Me 9MM 1MM
Super Wall 10MM1.1MM
Likeness 9MM 700k
Zombies3.7MM 220k
Vampires 3.5MM 300k
Users Engagement/Day
And More!
Emote, Music Videos, Slideshows, Horoscopes, Chuck Norris, Pets
RockYou! Widgets
RockYou Games
VoiceMail
Corkboard
Razz Player
Gizmoz
Slideshow
FunNotes
PhotoFX
GlitterText
Countdown
Horoscopes
Who is RockYou!
• Double Digit penetration across leading social networks (MySpace, Facebook, Bebo, Friendster..)
• 35 Million Uniques • 43 Million Widget Uniques• 430 Million Pageviews• 1 Million widgets created a day• 150+Million widget views a day• 450k widgets created a day
Application Development
• Design
• User Test
• Development
• Launch
• Tuning
• Monetize
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
Design
• Think Mathematically• Gauge Target Audience Size
– Guys/Girls– Age
• Model the Viral Multipliers– Channels
• Application Name• Invite• Notifications• In Page• Superwall
– How / Why does it spread?• Dating, messaging, gifts, chain letters, multiplayer gaming
– Design Callouts
Viral Multiplier
• Invites– 1 Install– Invites X people– X percent open it– X percent convert– X percent uninstall– Ending no. has to be greater than 1– Multiplier over time?
• Minifeed– 1 install– X events / period– X people interacting– X people installing– Life span
User Tests
• Validate Use Case– Will they use it?
• Test Call to Actions– Will they click it?
• Validate viral model– Any broken links?
Development
• Instrument Channels– Be able to quantify each viral multiplier– Prepare for A/B testing
• Invites• Minifeed
• Instrument Sitestats– Google Analytics– Quantcast
• Be agile– Develop quickly– Release early
Launch It!
• Phase it out– Make sure it works before fully promoting– When confident, go full blast
• Promote on Ad Networks– Guaranteed performance– Exposure to full demographic– Tune your ad!
Promotion - Ad Networks• 3rd party ad networks on Facebook can radically
accelerate Facebook application adoption– RockYou– SocialMedia– Cubics– AppFuel
• From RockYou’s experience, advertisers can generate between 100 – 10,000 installs a day
Tuning
• Validate the viral model– Identify the total multiplier– What’s weak?
• Find new channels– How do users use it?– Integrate with other applications
• Tune underlying channels– Targeting– Deliverability
Building Super Wall
• Concept: Friday 6/15• Design: Friday 6/15• Implementation: 6/15-6/17• Deployed: Monday 6/18, 4AM• Advertising: Tuesday 6/18, 118K users• Viral growth: 3 weeks
2 Million Users!
Monetize
• Growth– Maintain comfortable growth– Keep tuning
• Engagement– Create more depth for application
• Multiplayer• Statistics / Data
– Engagement channels• Minifeed events• Notifications
Increasing Traffic on RockYou
“the top sites among teens have shifted to those providing assistance with social networking profiles”
Nielsen/NetRatings
F8 Platform LaunchedF8 Platform Launched
Contact
Jia Shen, CTO / Founder
Ro Choy, VP of Business Development
Music Videos (Yahoo! and RockYou)
1. Promotion on RockYou Ad Network
2. Viral tuning3. Integration with major apps
Jobs! – We’re Hiring
Developers
Product Managers
