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

2Friday, October 12, 2012

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

49Friday, October 12, 2012

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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