social app dev 101: elements of style (jia shen)
DESCRIPTION
Jia Shen's presentation on Social App Development from Graphing Social Patterns West 2008TRANSCRIPT
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rockyouit’s all you!
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rockyou
RockYou is the leading provider of social network applications
• Invented the Space• Double Digit penetration across leading
social networks (MySpace, Facebook, Bebo..)
• 105 Million Uniques
• 1.5 Billion Pageviews
• 150+Million Widget views a day
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rockyou
Application Developmentby the numbers
• Marketing / Validation
• Growth
• Engagement
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rockyou
Application Phases
• Marketing / Validation– Audience– Messaging– Channels
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rockyou
Application Verticals
• Channel – Superwall, HugMe
• Content – Flixster, iLike, Watercooler
• Quiz – Likeness, Flixster, Compare Ppl• Games – Zombies, FluffFriends, SpeedRacer
• Gifts – Grow-a-gift, Free Gifts
• Self Expression – Cities I’ve Visitied, Bumper Sticker
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rockyou
Skew heavily to teen and young adult women—brand influencers
Audience
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rockyou
Facebook Channels
• News Feed
• Notifications
• Profile
• Invites
• Profile Action
• Non-user pages
• Profile Action
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rockyou
Messaging
• What are the call to actions
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rockyou
Application Phases
• Growth– Break viral barrier– Tune growth (Install vs uninstall)
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rockyou
Viral Multiplier
• App grows without promotion
• 1 user causes at least 1 user to install
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Tuning
• Track everything. Graph it, trend it.
• Notification / Invite Allocations
• Notification spam blocking
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rockyou
Application Phases
• Engagement– Saturated social circles– Tune for experience
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rockyou
Virality vs Engagement
• Virality– Grow outside of core group of users– Get users to spread to others– Don’t hurt user experience
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rockyou
Virality vs Engagement
• Engagement– Build user experience– Increase pageviews and loyalty– Build stickiness– Continue growth– Prevent uninstalls– Monetize (use Rockyou!)
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rockyou
Facebook Channels
• News Feed
• Notifications
• Profile
• Invites
• Profile Action
• Non-user pages
• Profile Action
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Open SocialWhat’s a Platform
• Ability to Add Functionality
• Distribution
• Monetization
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The Open Social Challenge
• Different audience– Huge audience!– Promiscuity factor
• Different use model– Profile vs News Feed
• Viral channels– Whats effective?
• Directory– Not repeatable source of growth
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rockyou
The Networks
• MySpace– US (international later)– In profile
• Orkut– Brazil, India– Scrapbook big
• Hi5– Spanish speaking– In profile
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rockyou
Open Social Channels
• News Feed– Infancy
• Profile• Main Page• Bulletins• Messaging / Invites (TBD)• Non-user pages
• A lot in the air
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rockyou
Application Verticals
• Channel – Superwall, HugMe
• Content – Flixster, iLike, Watercooler
• Quiz – Likeness, Flixster, Compare Ppl• Games – Zombies, FluffFriends, SpeedRacer
• Gifts – Grow-a-gift, Free Gifts
• Self Expression – Cities I’ve Visitied, Bumper Sticker
![Page 21: Social App Dev 101: Elements of Style (Jia Shen)](https://reader033.vdocuments.us/reader033/viewer/2022052618/55492d85b4c9059f4c8bf6e3/html5/thumbnails/21.jpg)
rockyou
What’s the plan?
• No different than Facebook launch
• Practice agile development
• Focus on demographic
• Whats already there?
• Instrument for virality
• Focus on Apps that aren’t dependent on viral
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The End
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rockyou
Facebook DemoQuantcast
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rockyou
MySpace InfoQuantcast
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rockyou
Additional Characteristics
• Development Cost
• Maintenance
• Stickiness
• Openness