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

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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

Facebook

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.