Workshop: Launching & Distributing Your App

Jia Shen - RockYou!

Oct 7th 2007

Experience

• Done an Application before?

• Took “Intro to Platform” Class?

• Developers / Business

Launching & Distributing Your App

• Who’s RockYou?• Application Overview

– Quickstart– Creating Application– Publishing It

• Application Details– Tracking

• Page• Invite• Uninstall

– Debugging• In page debugging• Write to file• http logs

– Scaling• Database• Application• Facebook Caching• Amazon • CDN’s

– Promoting• Ad networks

RockYou is the leader in self-expression widgets

• Double Digit penetration across leading social networks (MySpace, Facebook, Bebo..)

• 35 Million Uniques

• 43 Million Widget Uniques

• 430 Million Pageviews

• 150+Million widget views a day

• 450k widgets created a day

Facebook Applications

X Me 9MM 1MM

Super Wall 10MM1.1MM

Likeness 9MM 700k

Zombies3.7MM 220k

Vampires 3.5MM 300k

Users Engagement/Day

And More!

Emote, Music Videos, Slideshows, Horoscopes, Chuck Norris, Pets

RockYou! Widgets

RockYou Games

VoiceMail

Corkboard

Razz Player

Gizmoz

Slideshow

FunNotes

PhotoFX

GlitterText

Countdown

Horoscopes

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

Increasing Traffic on RockYou

“the top sites among teens have shifted to those providing assistance with social networking profiles”

Nielsen/NetRatings

F8 Platform LaunchedF8 Platform Launched

Quick Start

• Developers Site– http://developers.facebook.com/

• Wiki– http://wiki.developers.facebook.com/

Quick Start - Creating Application

• Add Developer Application

• Create Application

• Set API Keys

Quick Start - Publish It

• Upload Graphics (icon, app icon, banner)

• Set Description

• Submit it

Tracking

• Infinite Sessions

• Page Views

• Installs / Uninstalls

• Invites Sent / Invites Opened

Tracking - Session

• fb_sig_session_key – session key (hopefully infinite!)

• fb_sig_user – uid

• fb_sig_added – 1/0, has this application been added

• fb_sig_time – current time, float seconds since epoch

• fb_sig_friends – comma separated list of uids

Tracking – Page Views

• Google Analytics

• Quantcast

• In House

Tracking - Installs

• Post Add URL– Parameter pass through

• Post Remove URL

Debugging

• Environment - Developer / Production

• In Page Debugging

• Logging

Debugging – Environment

• Have two applications

• Use Facebook “Test Accounts”

• Understand “Developer Mode” setting

Debugging – In Page

• Developer View

• Browser / AJAX– Firebug– Fiddler

Debugging - Logging

• File Logging

• Email Notifications

• Benefits– Invisible Errors– Track Production Issues

Scaling

• Facebook Caching

• Basic Infrastructure

• Hosting– CDN’s– Amazon

Scaling – Facebook Caching

• Profile FBML

• Image Caching

• FB:Refs

Scaling – Infrastructure 2.5 Tiers

• Facebook

• Application / HTTP

• Languages

• Database

Promotion

• Ad Networks

• Viral Channels

• Integration

Promotion - Ad Networks

• 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

Music Videos (Yahoo!)

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

Exercise 1 – Create an App

• Print “Hello world” on Canvas Page

• Give it a cool name

• Give Side Nav link

• PHP only =(

Exercise 2 – Track an App

• Add Invite to application

• Print infinite session

• Log uninstall

Jobs! – We’re Hiring

jia@rockyou.com

Developers

Product Managers

Contact

Jia Shen, CTO / Founder

jia@rockyou.com

Ro Choy, VP of Business Development

ro@rockyou.com