Transcript Design Learnings from Viral Applications

The Social Application World
Jia Shen
Founder of RockYou!
Who is RockYou?
Our mission is to engage the world with social
applications
Most popular applications/widgets across
Facebook, hi5, Bebo, Orkut and MySpace
108M
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
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700k
100.1M
2.0B
RockYou Network Dominance
Top 10 Applications Everywhere
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RockYou Syndicates Consumer Software
Access / Virality
Applications / Widgets
Web Portal
PC Software
Time
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Market for Social Apps is Exploding
2005
2008
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(U.K.)
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Wikipedia.org
Alexa Global Traffic Rankings
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Opportunity is Huge!
100’s of Millions of Users
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Viral Marketing is key to success
Registered Users (MM)
50
40
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10
(2)
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Months
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(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)
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Social Applications Increase Site Traffic
RockYou
Integration
26MM
120MM
Pre-f8 Active Users
Active Users Today
 Over 18,000 applications
 95% have an application
 60%+ have a RockYou app
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Platform Leads to Rapid Facebook Growth
 MySpace and Facebook launched at
the same time
Facebook overtaking MySpace in Monthly Uniques
 MySpace was dominant before
Facebook platform
 Facebook overtook MySpace after
launching a platform
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Social Network Timeline
RockYou
launches on
MySpace w/ 1st
SNS Widget
RockYou
Launches widgets
on Bebo and
Friendster
7/08
2/08
11/07
5/07
MySpace, Orkut,
Hi5
11/06
11/05
Xiaonei
Opens platform
Google
Opensocial
Is
announced
Facebook
Launches 1st
Application
Platform
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Launch on
OpenSocial
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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Applications are Huge
2005
2008
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(U.K.)
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Wikipedia.org
Alexa Global Traffic Rankings
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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!
Applications / Widgets
Where Web 1.0
becomes Web
2.0
Web Portal
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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
RockYou Network
Birthdays - Facebook
Stickers - MySpace
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Today’s Social Network Landscape
 Facebook
 MySpace
 Hi5
 Orkut
 Friendster
 Bebo
 Xiaonei
 Mixi
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What is Open Social?
 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
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What is the Open Social value?
 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
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What is Open Social Value?
 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!
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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
High context
High virality
Apps add context to
social networks.
Social
Applications
Social apps are viral
Low context
High virality
Low context from
photo browsing
High context
Low virality
Search is not viral
Contextual
targeting
Virality /
Hyper-targeting
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Application Integration: Custom Advertiser Quiz
646x90 banner clicks
through to advertiser’s
website
Text link clicks through
to advertiser’s website
Custom size pop-up
w/ additional info
appears upon mouse
rollover on relevant
quiz choice
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Application Integration: Sweeney Todd
65x better
0.01% CTR for banner alone
0.65% CTR with integration
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Questions
Questions?
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You rock!
Engage the world.
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