rockyouit’s all you!

rockyou

RockYou is the leading provider of social network applications

• Invented the Space• Double Digit penetration across leading

social networks (MySpace, Facebook, Bebo..)

• 105 Million Uniques

• 1.5 Billion Pageviews

• 150+Million Widget views a day

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Application Developmentby the numbers

• Marketing / Validation

• Growth

• Engagement

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Application Phases

• Marketing / Validation– Audience– Messaging– Channels

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Application Verticals

• Channel – Superwall, HugMe

• Content – Flixster, iLike, Watercooler

• Quiz – Likeness, Flixster, Compare Ppl• Games – Zombies, FluffFriends, SpeedRacer

• Gifts – Grow-a-gift, Free Gifts

• Self Expression – Cities I’ve Visitied, Bumper Sticker

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Skew heavily to teen and young adult women—brand influencers

Audience

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Facebook Channels

• News Feed

• Notifications

• Email

• Profile

• Invites

• Profile Action

• Non-user pages

• Profile Action

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Messaging

• What are the call to actions

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Application Phases

• Growth– Break viral barrier– Tune growth (Install vs uninstall)

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Viral Multiplier

• App grows without promotion

• 1 user causes at least 1 user to install

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Tuning

• Track everything. Graph it, trend it.

• Notification / Invite Allocations

• Notification spam blocking

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Application Phases

• Engagement– Saturated social circles– Tune for experience

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Virality vs Engagement

• Virality– Grow outside of core group of users– Get users to spread to others– Don’t hurt user experience

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Virality vs Engagement

• Engagement– Build user experience– Increase pageviews and loyalty– Build stickiness– Continue growth– Prevent uninstalls– Monetize (use Rockyou!)

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Facebook Channels

• News Feed

• Notifications

• Email

• Profile

• Invites

• Profile Action

• Non-user pages

• Profile Action

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Open SocialWhat’s a Platform

• Ability to Add Functionality

• Distribution

• Monetization

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The Open Social Challenge

• Different audience– Huge audience!– Promiscuity factor

• Different use model– Profile vs News Feed

• Viral channels– Whats effective?

• Directory– Not repeatable source of growth

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The Networks

• MySpace– US (international later)– In profile

• Orkut– Brazil, India– Scrapbook big

• Hi5– Spanish speaking– In profile

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Open Social Channels

• News Feed– Infancy

• Profile• Main Page• Bulletins• Messaging / Invites (TBD)• Non-user pages

• A lot in the air

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Application Verticals

• Channel – Superwall, HugMe

• Content – Flixster, iLike, Watercooler

• Quiz – Likeness, Flixster, Compare Ppl• Games – Zombies, FluffFriends, SpeedRacer

• Gifts – Grow-a-gift, Free Gifts

• Self Expression – Cities I’ve Visitied, Bumper Sticker

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What’s the plan?

• No different than Facebook launch

• Practice agile development

• Focus on demographic

• Whats already there?

• Instrument for virality

• Focus on Apps that aren’t dependent on viral

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The End

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Facebook DemoQuantcast

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MySpace InfoQuantcast

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Additional Characteristics

• Development Cost

• Maintenance

• Stickiness

• Openness