the social application world
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The Social Application World. Jia Shen Founder of RockYou!. Who is RockYou?. Our mission is to engage the world with social applications. Most popular applications/widgets across Facebook, hi5, Bebo, Orkut and MySpace - PowerPoint PPT PresentationTRANSCRIPT
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The Social Application World
Jia ShenFounder of RockYou!
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Who is RockYou?
Most popular applications/widgets across Facebook, hi5, Bebo, Orkut and MySpace
Over 700K RockYou apps installed daily and over 100 million installs live across social networks
Over 108 million monthly unique visitors across RockYou network
Over 2B pageviews a month on RockYou apps and 9 billion pageviews per month across our ad network
Our mission is to engage the world with social applications
2.0B
108M
100.1M
700k
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RockYou Network Dominance
Top 10 Applications Everywhere
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Acc
ess
/ Vir
alit
y
PC Software
Time
RockYou Syndicates Consumer Software
Web Portal
Applications / Widgets
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Wikipedia.org
Alexa Global Traffic Rankings
Market for Social Apps is Exploding
2008
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Opportunity is Huge!
100’s of Millions of Users
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Months (1)
Source: eBay Investor Presentation, RockYou(1) eBay starts Q2 98, PayPal starts Q1’00, Yahoo! starts Q1’95, AOL starts Q1’92, Facebook starts Q4’04, and RockYou Starts Q4’05(2) Facebook data represents active users, which was disclosed on 12/05 and 12/06. Undisclosed active user data is extrapolated by applying an average active user penetration to
global Unique Visitors (per comScore Media Metrix)
(2)
Reg
iste
red
Use
rs (
MM
)R
egis
tere
d U
sers
(M
M)
Viral Marketing is key to success
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Social Applications Increase Site Traffic
26MM
Pre-f8 Active Users Active Users Today
120MM
Over 18,000 applications
95% have an application
60%+ have a RockYou app
RockYouIntegration
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Platform Leads to Rapid Facebook Growth
MySpace and Facebook launched at the same time
MySpace was dominant before Facebook platform
Facebook overtook MySpace after launching a platform
Facebook overtaking MySpace in Monthly Uniques
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Social Network Timeline
11/05
11/06
5/0711/07
2/08
MySpace, Orkut, Hi5
Launch on OpenSocial
RockYou launches on
MySpace w/ 1st SNS Widget
RockYouLaunches widgets
on Bebo and Friendster
FacebookLaunches 1st Application
Platform
Google Opensocial
Is announced
XiaoneiOpens platform
7/08
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Applications are Huge
95% of Facebook users have an Application installed
At least 65% of Facebook users use Applications monthly (72 Million)
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Alexa Global Traffic Rankings
Applications are Huge
Wikipedia.org
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65% penetration = Top 5 Site
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Applications are websites
Measure by Uniques, Pageviews, and time spent
Demographics vary by application
Reaching consumers is the same, but easier!
Web Portal
Applications / Widgets
Where Web 1.0 becomes Web
2.0
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Web 1.0 Website Growth
Year 0 Year 10
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Web 2.0 Application Growth
Year 0 Year 10
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Traffic Just Explodes
Stickers - MySpace
Birthdays - FacebookRockYou Network
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Today’s Social Network Landscape
MySpace
Hi5
Orkut
Friendster
Bebo
Xiaonei
Mixi
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It is a Standard to create applications for Social Networks
It is promoted by Google & Yahoo! & MySpace and adopted by many players
It is technology agnostic (just HTML and Java Script is specified)
It is growing in functionality and open source implementations
It has a competitor in Facebook but dealing with same concepts and compatibility wrappers
What is Open Social?
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From the web application point of view – Access a massive target audience leveraging on the exponential
power of social network sharing– Write once run in many places– Collect profile info
What is the Open Social value?
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From the Social Network container– Easily enrich network user experience by providing a wider set of
features– Increase popularity, adoption and retention– Note: Same concepts apply to Intranet adoption!
What is Open Social Value?
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Social networks are adopting Open Social
Six months ago, OpenSocial (backed by Google) was nothing but a list of promised partnerships.
First there was MySpace and Orkut, then Hi5, and most recently Friendster, LinkedIn, AOL, Yahoo! and counting…
600 million: are the number of users if you add up the various social networks that are now live with OpenSocial.
350 million: are the times users have installed the 7,500 different apps created so far.
$1.8 Billion: is the sum brands are expected to spend on Social Networking sites by 2010.
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Marketing Opportunities with Social Applications
Successful marketing for social media should focus on social applications:
1. Application content integration– Integrating brand or product as part of user experience– Example: Likeness quiz, virtual gifts, greeting cards, virtual actions,
etc
2. Advertising Network
3. Virtual Goods
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Context is the key to social application conversion
Virality /Hyper-targeting
Contextual targeting
High contextLow virality
Search is not viral
Low context High virality
Low context from photo browsing
High contextHigh virality
Apps add context to social networks.
Social apps are viralSocial Applications
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Application Integration: Custom Advertiser Quiz
Custom size pop-up w/ additional info appears upon mouse rollover on relevant quiz choice
646x90 banner clicks through to advertiser’s website
Text link clicks through to advertiser’s website
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Application Integration: Sweeney Todd
0.01% CTR for banner alone
65x better
0.65% CTR with integration
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Questions
Questions?
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You rock!
Engage the world.