facebook mobile platform best practices thefamily / droidcon sept 14

Building the future of Mobile Apps with Facebook

Julien LesaicherreHead of Mobile Platform Partnerships, EMEA

MOBILE IS EATING THE WORLD

APPS ARE EATING THE WORLD

!

DEVELOPING APPS IS COMPLEX

IDENTITYDEV TOOLSANALYTICS

DEEP LINKING

IDENTITYSHARINGPUSH NOTIFICATIONSAPP INSTALLSMONETIZATION

Mobile active people on Facebook every month

1 B+

!

Facebook revenue by source

$2.5b

Q4

$3.0b

$1.5b

0

$1.0b

$0.5b

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

Mobile Advertising Payments Advertising

$2.0b

Q1 Q2 Q3 Q4

2010 2011 2012 2013

$2.6b

BUILD GROW

App Installs

MONETIZE

!

Audience Network

Login

App Events

Parse

App Links

2008 2009 2010 2011 2012 2013 2014

Introduced Facebook Login

2008 2009 2010 2011 2012 2013 2014

Facebook Login went Mobile

2008 2009 2010 2011 2012 2013 2014

Separate dialogs for read and publish permissions

10%Increase in

conversion rates

10 BillionFacebook Logins in 2013

2008 2009 2010 2011 2012 2013 2014

MORE CONTROLI want to control the information that is shared with apps

2014

MORE CONTROLI want to control the information that is shared with apps

MORE CLARITYI want to understand when an app will post to Facebook

2014

MORE CONTROLI want to control the information that is shared with apps

MORE CLARITYI want to understand when an app will post to Facebook

ONLY ASK FOR WHAT YOU NEEDI feel that apps often ask for too many permissions

2014

MORE CONTROLI want to control the information that is shared with apps

MORE CLARITYI want to understand when an app will post to Facebook

ONLY ASK FOR WHAT YOU NEEDI feel that apps often ask for too many permissions

LET ME BE ANONYMOUSI want to log in without Facebook sharing any information from their profiles

2014

MORE CONTROLI want to control the information that is shared with apps

MORE CLARITYI want to understand when an app will post to Facebook

ONLY ASK FOR WHAT YOU NEEDI feel that apps often ask for too many permissions

LET ME BE ANONYMOUSI want to log in without Facebook sharing any information about me

2014

MORE CONTROLI want to control the information that is shared with apps

MORE CLARITYI want to understand when an app will post to Facebook

LET ME BE ANONYMOUSI want to log in without Facebook sharing any information about me

2014

ONLY ASK FOR WHAT YOU NEEDI feel that apps often ask for too many permissions

Asking for lots of permissions makes people uncomfortable

MORE CONTROLI want to control the information that is shared with apps

MORE CLARITYI want to understand when an app will post to Facebook

ONLY ASK FOR WHAT YOU NEEDI feel that apps often ask for too many permissions

LET ME BE ANONYMOUSI want to log in without Facebook sharing any information from their profiles

1. People can try or use apps without sharing info from their Facebook profiles

2. Apps can build cross-device experiences with a stable ID

3. Easily upgrade a person to a social experience later through Facebook Login

WHY ANONYMOUS LOGIN?

AVAILABILITY & TIMING

Available now on iOS, Android & Web Apps created before April 30th 2014: --> must upgrade by April 30th 2015 Apps created after April 30th 2014: --> Use new Login Dialog & v2.0 by default

Limited Beta - Sign up today

BEST PRACTICES

1. Use the login buttons from our SDKs

2. Education helps people understand why apps ask for permissions

3. Ask for permissions in context

3. Ask for permissions in context

3. Ask for permissions in context

4. Ask for permission to publish only when people want to share

5. Cross-platform enables Send to Mobile

APP EVENTS

?

THE PROBLEM: APPS ARE A BLACK BOX

THE SOLUTION: APP EVENTS[FBAppEvents logEvent:FBAppEventNamePurchased   valueToSum:10.00   parameters:@{ FBAppEventParameterNumItems        : @“1”,                 FBAppEventParameterNameCurrency    : @"USD",                FBAppEventParameterNameContentType : @“coins”,                FBAppEventParameterNameContentID   : @“coins-internal” } ];

SEGMENTS

People and Actions You Care About Measurement of Those Actions

Large spenders FBAppEventNamePurchased

Active users FBAppEventNameActivatedApp

Those who reached only level 2 FBAppEventNameAchievedLevel

INSIGHTS

RETARGETING PAYERSCreate custom audiences based on previous behaviour

BEST PRACTICES

Build your funnel with tags and cohorts

Use demographics data to build best app / ads

Integrated in the fb SDK… just add a line of code

Parse makes building apps easier on any platform.

We take care of the nuts and bolts.

So you can get to the fun part faster.

Networking, Managing Servers, Scaling

• Acquired 18 months ago

• 260,000 apps powered by Parse

• 4K+ new signups per week

• 5B+ push notifications sent in Q1

Parse Push Parse AnalyticsParse Core

Parse CoreYour backend in the cloud

Save data to and fetch data

from Parse

Run custom app code on

Parse’s servers

Easily manage user accounts and sessions

Parse PushPush notification as a service

Advanced Push targeting Push scheduling and expiration Web console, Rest API or Client SDK

Know more about your app & users

Measure App Usage

Parse Analytics

Build your custom events

Growth & retention analytics

Parse Push

Up to 1,000,000 recipients

$0.05/ 1K additional recipient

Parse Core

Up to 30 requests/sec

$100 / monthper 10 additional req/sec

Parse Analytics

Unlimited Data points

Free

Data Transfer

2TB

$0.10 / monthper additional GB

File Storage

$0.03 / monthper additional GB

20GB

Data Storage

20GB

$15 / monthper additional GB

• \

• \

Open and accessible

Cross platform

Easy to integrate

Supports mobile only

Title Text

•Body Level One • Body Level Two

• Body Level Three • Body Level Four

• Body Level Five1 BILLION+MOBILE DEEP LINKS INDEXED

MessengerTimelineNewsfeed

What’s supported?

FacebookApps Pages

BEST PRACTICES

Enrich customers’ experience with top apps

Use it to cross promote your apps

Think first about the business model

.ORG

App Store > 1 Million Apps

Google Play > 1 Million Apps

You are here

Mobile App Engagement Ad

Deep linked to specific location within app

MOBILE APP ENGAGEMENT ADHow it works

Mobile app ad to engage existing user

Mobile app ad to install your app

App now available on device

Switches user into app by a deep link

Installed from app store

CONNECTING THE DOTS

MOBILE APP ADS WORK

Penetration among

top grossing apps

60%+Installs driven350M

ROI Positive and CTR above !! !!

in the first week of thecampaign in the UK

in under 5 days in the U.S. top Apple App store

paid iPhone apps

2.5%

#283 to #2

Work with a Preferred Marketing Developer

BEST PRACTICES

Test, Test, Test

Be Marketers: format, numbers, content

Target w. Demographics, Interest, Devices

Audience Network

Native ads for the best experience

Let us help your mobile app succeed. For free.

Our partners

Sign up for FBStart

!

fb.me/start !