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The Social Application World

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

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The Social Application World

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  1. The Social Application World Jia Shen Founder of RockYou!

  2. Who is RockYou? Our mission is to engage the world with social applications • 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 108M 700k 100.1M 2.0B

  3. RockYou Network Dominance Top 10 Applications Everywhere

  4. Applications / Widgets Web Portal RockYou Syndicates Consumer Software Access / Virality PC Software Time

  5. 2008 1 2 3 4 5 6 7 8 9 10 Market for Social Apps is Exploding 2005 1 2 3 4 5 6 7 (U.K.) 8 9 Wikipedia.org 10 Alexa Global Traffic Rankings

  6. 100’s of Millions of Users Opportunity is Huge!

  7. Viral Marketing is key to success Registered Users (MM) (2) Source: eBay Investor Presentation, RockYou • 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 • 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)

  8. RockYou Integration • Over 18,000 applications • 95% have an application • 60%+ have a RockYou app Social Applications Increase Site Traffic

  9. 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

  10. Social Network Timeline Xiaonei Opens platform Google Opensocial Is announced RockYou Launches widgets on Bebo and Friendster RockYou launches on MySpace w/ 1st SNS Widget 7/08 2/08 11/07 5/07 MySpace, Orkut, Hi5 Launch on OpenSocial 11/06 Facebook Launches 1st Application Platform 11/05

  11. Applications are Huge • 95% of Facebook users have an Application installed • At least 65% of Facebook users use Applications monthly (72 Million)

  12. 2005 2008 1 1 2 2 3 65% penetration= Top 5 Site 3 4 4 5 5 6 6 7 7 (U.K.) 8 8 9 Wikipedia.org 9 10 10 Applications are Huge Alexa Global Traffic Rankings

  13. Applications / Widgets Web Portal Applications are websites • Measure by Uniques, Pageviews, and time spent • Demographics vary by application • Reaching consumers is the same, but easier! Where Web 1.0 becomes Web 2.0

  14. Web 1.0 Website Growth Year 0 Year 10

  15. Web 2.0 Application Growth Year 0 Year 10

  16. Traffic Just Explodes Birthdays - Facebook RockYou Network Stickers - MySpace

  17. Today’s Social Network Landscape • Facebook • MySpace • Hi5 • Orkut • Friendster • Bebo • Xiaonei • Mixi

  18. 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?

  19. 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?

  20. 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?

  21. 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.

  22. Marketing Opportunities with Social Applications Successful marketing for social media should focus on social applications: • Application content integration • Integrating brand or product as part of user experience • Example: Likeness quiz, virtual gifts, greeting cards, virtual actions, etc • Advertising Network • Virtual Goods

  23. Context is the key to social application conversion High context High virality Apps add context to social networks. Social apps are viral Social Applications Low context High virality Low context from photo browsing High context Low virality Search is not viral Contextual targeting Virality /Hyper-targeting

  24. 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

  25. Application Integration: Sweeney Todd 65xbetter • 0.01% CTR for banner alone • 0.65% CTR with integration

  26. Questions Questions?

  27. You rock! Engage the world.

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