facebook mobile distribution

Cologne, 01.05.2012 Version 1.3

Ralf Rottmann | CTO

Leveraging viral social network effects in your mobile applicationFacebook Mobile Distribution

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Social Channels

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News Feed is Facebook’s oldest social channel.

The News Feed is shown immediately to users upon logging into Facebook, making it core to the Facebook experience.

There are several ways you can publish content to the stream: Feed Dialog, Feed Graph Object and Like Button.

News FeedSocial Channels

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Publish to a user’s feedNews Feed

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Feed Dialog

Users can submit a comment along with sharing an experience.

Like Action

The Like Action is the mobile version of the Like Button. You can give it your very own custom look and feel.

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Feed Graph Object

This is a programmatic way of publishing to a user’s News Feed. It has no default visual representation.

If a user has authorized an app once, the app can publish to the News Feed at any time.

Think of it as the automated Feed Dialog.

Publishing to a user’s News FeedNews Feed

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Requests

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Requests are a great way to enable users to invite their friends to use your app.

Requests integrate with Facebook notifications and dashboards, ensuring that a user will see the requests from their friends whenever they are on Facebook.

You can also use requests to have a user notify their friends to take a specific action in your app, such as watching a video clip or submitting a vote.

RequestsSocial Channels

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Open Graph Actions

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Open Graph Actions are the newest addition to Social Channels.

They are the “Like Button put in context”. Users can now watch a video. Or cook a recipe. Or enjoy a grandcentrix demo.

You define verb and subject. Once authorized, activities can be published automatically.

Important: Requires Facebook review and approval. Also, watch and read actions now require, that users spend at least 10 seconds with your experience.

Open Graph ActionsSocial Channels

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The very special Like ActionSocial Channels

Don’t confuse the Like Action with the Like Button.

The Like Action requires a user’s permission. So on first use, it’ll not be a single-tap experience.

You cannot like Facebook Pages via the Like Action.

Using the Like Action instead of the button for web pages outside of Facebook is possible, though.

If users like (action) something their friends also liked, they’ll get notified via Facebook.

Never ever auto-like and do not abuse rating controls for the Like Action!

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Which Social Channels can I implement?Social Channels

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Web app iOS native app Android native app

Send a request

Post to News Feed / Wall

Open Graph

Like Button Like Action Like Action

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Like Action

App Center

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The next big driver for increased mobile installsFacebook App Center


In May 2012 Facebook announced the App Center. It will be rolled out within weeks.

Think of it as Facebook’s own App Store.

App Center will list:

‣ Facebook apps in a Canvas page

‣ iOS and Android apps using Single sign-on

‣ Mobile Web Apps using Facebook Login

‣ Websites using Facebook Login

Send to Mobile allows people browsing App Center on their computer to send a notification to their mobile device. It’ll directly take them to the install page within App Store or Google Play.

We anticipate this to be a huge driver for new installs.

Facebook App Center is open for submissions. Who gets listed depends solely on quality and is

determined algorithmically.

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Driving more users to your app via deep linkingNative Mobile Distribution

Deep Linking

Takes users from News Feed, Timeline and Request items in the native Facebook app straight to the linked story in your native app.

Or to the store if they don’t have it installed.

Great for increasing your installed base!

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Driving more users to your app via deep linkingNative Mobile Distribution

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In addition, you get a wonderful bookmark.

If your native app is used frequently, Facebook adds a launch link to your native app automagically. Includes visual indication of outstanding requests.

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Increasing usage through bookmarks and notificationsNative Mobile Distribution

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Deep linking mechanicsNative Mobile Distribution

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Facebook on the web

Facebook in mobile browser

Facebook native app

Your app installed

Takes user to your app on Facebook or linked

activity outside of Facebook

Takes user to the App Store

Launches your app and hands over “deep link”

Your app not installed

Takes user to your app on Facebook or linked

activity outside of Facebook



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Even more deep link mechanicsNative Mobile Distribution

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Link switching is handled automagically by the Facebook app.

The replaced URI is handed over to your app as is. It’s up to you to parse it, e.g. extract content element ids.

Authentication and authorization is handled on the fly.

Users are handed over to your app as logged in users. Facebook calls this authenticated referrals.

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Knowing your usersIntroducing MicroStrategy Gateway & Cloud

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Leveraging your users’ data beyond Facebook InsightsMicroStrategy Gateway & Cloud

Facebook’s Insight only offers a predefined set of stats and very limited export options.

It’s far beyond what’s required for a highly personalized app.

Also, you cannot programmatically integrate Insight findings into your process.



In a nutshell, MicroStrategy turns all of your users’ Facebook profiles data into a database that you own.

It seamlessly handles changes over time and delivers high level aggregates, making it easier to query for segments.

You also don’t have to worry about disambiguation: Though there are 25+ Lady Gaga pages, you only need to query for Lady Gaga Fan and MicroStrategy takes care for the rest.

Everything is hosted. Forget about new infrastructure.



Leveraging external data sources, you can segment beyond what’s available directly on Facebook.

MicroStrategy calls this Data Enrichment.

We call it simply genius.


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Your app

MicroStrategy GatewayToken Management

MPP Scalability

Data RefreshSchedulerFacebook

Query Metering Query

Consolidation

Batch and

incremental updates

FacebookRelational

Data

Users sign into your native app

Toke

n

Technical integration is easy.

If your app already uses Facebook’s SSO features, it’s just a matter of handing over the access token to MicroStrategy Gateway.

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grandcentrix is a MicroStrategy envoy partner.

We handle all of the hard work for you.


Be careful

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Facebook Apps no longer need a Facebook Page.

Make sure you have exactly one page and exactly one app.

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Avoid the typical Facebook page and app messPitfalls

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grandcentrix GmbHSchanzenstraße 6-20

D-51063 Cologne

Do not duplicate, publish, modify or otherwise distribute the material in this presentation unless specifically authorized by grandcentrix GmbH to do so.

p. +49 221 677 860 20t. @24zf. http://www.facebook.com/grandcentrix

[email protected] Rottmann

facebook mobile distribution

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