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My Top-Friend is Nike(tm)How-to integrate brands into Social Network Services

die.socialisten.atsocial network development

TOCWhat are Social Network Services

Social Media <-> Social Network Services

Integration of Brands

Why

How-to

Facebook Applications

The next 3 years

Co-Founder and Lead Developer of die.socialisten.at

die.socialisten.at: We develop Concept + Technology for Social Network

Campaigns

Projects for: BILD Zeitung (Axel Springer), Die Grünen (austrian green party), Whitelabel work, etc etc...

We are still BETA ;) (founded May 08)

(reminder: facebook apps exists only since May 07)

About meAndreas Klinger

a quick checkwho knows....


What is a social network service?

More than 110 million active users The most-trafficked social media site in the world (comScore)More than 10 billion photos

profiles

newsfeed24.000+ Apps

More than 110 million active usersFocus on Music and Music FansIntegrated Google‘s OpenSocial Sells Music at MySpace Music

„Skyler“ to her mother, March 2006

30

Strong Web 2.0 Metrics –The Times They are a-Changin’ – Hello Social Networking

Rank Web site

2005 (1)

1

2

3

4

5

6

7

8

9

10

yahoo.com

msn.com

google.com

ebay.com

amazon.com

microsoft.com

myspace.com

google.co.uk

aol.com

go.com

Traffic rank is based on three months of aggregated historical traffic data from Alexa Toolbar users and is a combined measure of page views / users (geometric mean of the two quantities averaged over time).

Rank Web site

2007 (2)

1

2

3

4

5

6

7

8

9

10

yahoo.com

google.com

msn.com

youtube.com

live.com

myspace.com

facebook.com

orkut.com

wikipedia.org

hi5.com

Alexa Global Traffic Rankings

(1) Rankings as of 12/31/05, excludes Microsoft Passport; (2) Rankings as of 10/15/07Source: Alexa Global Traffic Rankings, Morgan Stanley Research

GLOBAL PLAYERS

local networks can exist if the userbase is large enough for network effects

(density within target group)but only a few global players will survive 2009

facebook and co are social network services: Virtual Tools to map and use the real social networks between people

facebook is no social network

facebook is no social network

You bring the social network to facebook!

Its your property and they provide a service to use it better

Social Network Services are applications within

Social Media

applications of social media?

blogs are applications for publishing

social network services are applications for communication within your social network (your contacts)

Social Network Services are therefore a part of Social Media.

This means the rules of social media apply!


Social Media = ConversationThe Conversation takes place with or without you

People produce and consume on thousands of platforms

Brands can only be part of this conversation


there are no ‚errors‘ in the perfect world of company marketing, this is why many companies fail in social media marketing

Max Kossatz Social Media Expert

„

“


Why Integrate into SNS?

Millions of people communicate in social networks.

Brands can communicate with potential customers via various ways.

Brands in Social Network Services

brands have to adapt to the features of each community platform

Harm HeibültAxel Springer AG

„

“


Pages

myspace


Pages

turn users to fans

communicate with people

add applications for interaction

The Newsfeed shows me my friends activities

people „share“

„sharing“ changes our content consumption

Share

The IdeaCampaigns distributed by its users.

Average Number of friends in Facebook: 140

Social Applicationsdirect interaction by users/fans/customers


Social Applications

* developed by 3rd parties (e.g. you)

* spread viral (friend to friends)

* can interact with external platforms (or services)

* know about the users and their social network

(can adapt to user preferences)


Facebook Platform vs OpenSocial

Facebook Platform

technology leader

OpenSocial

supported by orkut, Hi5, myspace, netlog, sonico, friendster, ning, yahoo!, etc...

write runs test everywhere

Causes

example for social activism

everybody can start a „cause“motivate followersspread awarenesscollect money

12,298,605 Active Users/Month

Good Examples - Causes


people see their impact/their pointspeople motivate other people

rankings

Good Examples - Causes


iLike

News, Music, Concerts, Infos etc matched to your music interest and those of your friends

5,390,670 Active Users / Month

Good Examples - iLike

charts of my friends

events + buy tickets

Band Infos/News

Good Examples - iLike


Good Examples - Mein Klub

Mein Klub Bundesliga Fan App for BILD Zeitung (Axel Springer AG)

Soccer Infos for Soccer Fans

launch: November

DISCLAIMER: THIS APP IS DEVELOPED BY DIE.SOCIALISTEN.AT ;)


choose your team

send cheers to friends (publisher)

infos, news, videos, dates etc


tell your friends why do you vote the green party

project for the green party

austria

DISCLAIMER: THIS APP IS DEVELOPED BY DIE.SOCIALISTEN.AT ;)


an example to show egoverment and democracy ideas within social networks

167 „Reasons to vote Green“in a few days...

still they lost (doh!)

if you cannot codeuse existing apps

HOWTO

„We tested marketing efforts on Social Networks using ‘Social’ criteria (rather than traditional marketing tactics) that meets the needs of the community, sadly, only 1 out 16 brands passed“

BMW Jeremiah OwyangSF Bay Area, USAForrester Research: Social Computing

BMW used the app Grafitti to let people draw their own cars

=> ~9000 submissions in 7 days (!)

if you can codecode!

HOWTO


what you need

web development language of your choice

php5, rubyonrails, asp.net, etc

facebook api classes

webspace


client

Your

Ser

verrequest

GET /app/friendlist

Your

D

B

Task: client requests a page with a list of all friends


client

Your

Ser

verrequest

GET /app/friendlist

Your

D

B


client

Your

Ser

ver

API (REST) Request

Friends.get

Your

D

B

API requests are done within the session of the clientThis means: a app can only do what the user can do

Special requests for some permissions needed: e.g. inifite sessions, send email, etc


client

Your

Ser

ver

[list of uids]

Your

D

B

get local information


client

Your

Ser

ver

*ren

der

layo

ut*

Your

D

B


client

Your

Ser

ver

Your

D

B

send fbml, fbjs

post feeds


client

Your

Ser

ver

Your

D

B

cache imagesconvert fbml -> html

convert fbjs -> js


client

Your

Ser

ver

Your

D

B

send html codeembeded into

facebook layout


<?phprequire_once 'facebook.php';

$appapikey = 'a23504985c0f4b6885c9c647b799b431';$appsecret = 'f6ecb5d25bd92706ae4feeec9f1c773f';$facebook = new Facebook($appapikey, $appsecret);$user_id = $facebook->require_login();

// Greet the currently logged-in user!echo "<p>Hello, <fb:name uid=\"$user_id\" useyou=\"false\" />!</p>";

// Print out at most 25 of the logged-in user's friends,// using the friends.get API methodecho "<p>Friends:";$friends = $facebook->api_client->friends_get();$friends = array_slice($friends, 0, 25);foreach ($friends as $friend) { echo "<br>$friend";}echo "</p>";


FBML

* generates standard layout output

* avoids API calls

* is converted to plain xhtml via facebook

<fb:tabs><fb:tab-item href=“/“ title=“home“/></fb:tabs>

<fb:name uid=“2323232“ />

<div class=“box“><h2>Hello Andreas Klinger</h2></div>

<div class=“box“><h2>Hello <fb:name uid=“23232“ /></h2></div>

=>


FBJS

* all variables and functions are sandboxed

* wraps different js browser support

* AJAX

function foo(bar) { var obj = {property: bar}; return obj.property;}

function a12345_foo(a12345_bar) { var a12345_obj = {property: a12345_bar}; return a12345_obj.property;}

obj.setStyle({color: 'black', background: 'white'});

var ajax = new Ajax(); ajax.responseType = Ajax.JSON; ajax.ondone = function(data) { document.getElementById('ajax1').setTextValue(data.message + ' The current time is: ' + data.time + '. '); document.getElementById('ajax2').setInnerFBML(data.fbml_test); }

ajax.requireLogin = document.getElementById('requirelogin').getChecked(); ajax.post('http://example.com/testajax.php?t='+type)

http://example.com/testajax.php?t='+type

http://example.com/testajax.php?t='+type


Note: OpenSocial works similar

What defines a good app?an simple idea to keep in mind

Your

Web

site

your service/your content/your product/your campaign

Cur

rent

Pla

ce

customer

Classic Internet Business

Your

Web

site

your service

Cur

rent

Pla

ce

persuade via ads

customer


customer

Your

Web

site

your service

Cur

rent

Pla

ce

persuade via ads (money)


let‘s be honest

you usually loose 99% of your audience that way

Your

Web

site

your service

Cur

rent

Pla

ce

customer

Our idea

Your

Web

site

your service

Cur

rent

Pla

ce

customer

Our idea

your service

bring the service to the clients if you want them to use it

The next 3 years

for slideshare readers: the future of social networks will be covered in the next slideshow


thanks for spending attention!

contact:

Andreas Klinger

http://die.socialisten.atwww.twitter.com/andreasklinger

http://die.socialisten.at

http://die.socialisten.at

http://www.twitter.com/andreasklinger

http://www.twitter.com/andreasklinger

My TopFriend is Nike

Technology

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