organic & paid strategies on fb v4
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TRANSCRIPT
Organic and Paid Strategies on Facebook v2.0
Ro Choy
10/6/07
Agenda
• Why all the hubbub?
• Organic Growth on Facebook: RockYou’s Story
• Paid Growth on Facebook: Ad Networks
• Q&A
• Live walk-throughs
Rise of the Social Networks
Google/Yahoo/MySpace/Facebook/hi5 Social Network Comparison (Comscore U.S.)
Open social networking platforms are a massive opportunity. The social web is its result.
What is RockYou?
- over 50 million widgets live across social networks
- over 150 million views per day across
network of widgets- over 35 million monthly unique visitors
- over 15 million registered users growing 900K new users a month
- over 700K widgets embedded daily
Widget Creations/day
0
100000
200000
300000
400000
500000
8/2
5/20
06
10/
25/2
006
1/3
/200
7
6/8
/200
7
RockYou is the leading provider of widgets on the web with massive awareness and penetration of social network users (Myspace, Facebook, hi5, Bebo, Friendster)
Leadership across widgets
Slideshows• 24 transitions• Animated captions• Music
Other Services• Glitter Text• Fun Notes• PhotoFX• Voicemail• Countdown Timer• Corkboard• Voice Comment• Scratcher• Gizmoz• Games
Monetization• Sponsored content
RockYou offers some of the most popular photo, text and voice-based widgets on the web.
Increasing Traffic on RockYou
Users: 15M
Marketing: None
Cost: $0
“the top sites among teens have shifted to those providing assistance with social networking profiles”
Nielsen/NetRatings
F8 Platform LaunchedF8 Platform Launched
Self Expression (MySpace, Bebo, Friendster, et. al.)
Casino Royale, Sony Pictures75K created (30 days)
Leigh Nash, Nettwerk Records150K created (30 days)
Horoscope, Frengo300K created (30 days)
Engagement (Facebook and others coming soon)
Horoscope, Frengo2000K created (30 days)7x more
Music Videos, Yahoo!900K created (30 days)
Distribution Methods
0
200,000
400,000
600,000
800,000
1,000,000
Self Expression(MySpace, Bebo)
Engagement(Facebook)
Creations
Networks with engagement (access to friends) give you 7x more distribution
Leadership on Facebook
Superwall 10.0M ~70,000
XMe 9.0M ~50,000
Likeness 9.1M ~100,000
Zombies/Vampires 9.0M ~100,000 Werewolves
Horoscopes 5.6M ~12,000
Slideshows 1.9M ~5,000
Emote 1.7M ~10,000
Number of Facebook Users
Application Number of New Users per Day
RockYou has over 15 Facebook apps with 40M live installs and 10 out of the top 40 applications on Facebook (all with 1MM+ users).
Complete Cycle: Super Wall
Concept: Friday 6/15Design: Friday 6/15Implementation: 6/15-6/17Deployed: Monday 6/18, 4AMAdvertising: Tuesday 6/18, 118K usersViral growth: 3 weeks
2 Million Users! Cross Promotion is key!
Key Takeaways for Viral Growth
• Viewer focus
• Simplicity
• Novelty
• Universal Applicability
Building Viral Engagement
User
3. Indirect friends => focus on messaging• Focus on messaging to invite/notification receivers to drive more friends invites• Deliver increasing AND simply understood value to app w/ every friend invited (Zombies)
1. New users => build clean flows • New users absolutely key to viral engagement (vs returning user)• Focus on linear, one-action flows to maximize activation for new users• Forget registration
2. Direct friends => deliver clear value prop• Provide clear value proposition to new user for inviting friend network (Likeness)• Ensure invitation is first/second step of new user flow to maximize viral value of user (Superlatives vs Superlatives)
4. Interested parties => allow universal use• Enable simple tools (comments, ratings, answers) that allow interaction w/o requiring full engagement w/ application (My Questions)
Direct Friends
Indirect Friends
Interested Parties
Ad Networks on Facebook
• 3rd party ad networks on Facebook can radically accelerate Facebook application adoption– RockYou– SocialMedia– Cubics– AppFuel
• From RockYou’s experience, advertisers can generate between 100 – 10,000 installs a day
• Cost ranges from $0.10 - $0.30 CPC and $0.15 - $0.60 CPI
• Behavioral and interest based ad targeting
Things to Consider
• Total potential throughput of the ad network
• Quality of ads
• Ad copy => Make it actionable
• Viral tuning is still key
• Multiplier effect on Facebook from purchase
Music Videos (Yahoo! and RockYou)
1. Promotion on RockYou Ad Network
2. Viral tuning3. Integration with major apps
Complete Cycle: Yahoo! Music
Design: Monday 7/23
Implementation: 7/23-7/29
Deployed: Monday 7/30
Advertising: Tuesday 7/31 100K users
Growth: 6 weeks
1.15M Users
Over 100x more than original
Key Takeaways for Growth
• Self-expression vs Engagement (Destination vs Service)
• Cross promotion is key
• Integration is a good proxy
• First (viral) mover advantage
• Build w/ new users in mind
• Engagement can generate virality