rockyouit’s all you!

rockyou

RockYou is the leading provider of social network applications

• Invented the Space• Double Digit penetration across leading

social networks (MySpace, Facebook, Bebo..)

• 105 Million Unique Viewers

• 50 Million Unique visitors

• 1.5 Billion Pageviews

• 150+Million Widget views a day

rockyou

0

10

20

30

40

50

1 3 5 7 9 11 13 15 17 19 21 23

Months (1)

Nu

mb

er o

f R

egis

tere

d U

sers

Source: eBay Investor Presentation, RockYou

Disruptive Growth

(MM)Uptake in Registered Users Over Time

Facebook opens up its Platform for application

developers

(2)

rockyou

Key Takeaways for Viral Growth

• Viewer focus

• Simplicity

• Novelty

• Universal Applicability

rockyou

Building Viral Engagement

User

3. Indirect friends => focus on messaging• Focus on messaging to invite/notification receivers to drive more friends invites• Deliver increasing AND simply understood value to app w/ every friend invited (Zombies)

1. New users => build clean flows • New users absolutely key to viral engagement (vs returning user)• Focus on linear, one-action flows to maximize activation for new users• Forget registration

2. Direct friends => deliver clear value prop• Provide clear value proposition to new user for inviting friend network (Likeness)• Ensure invitation is first/second step of new user flow to maximize viral value of user (Superlatives vs Superlatives)

4. Interested parties => allow universal use• Enable simple tools (comments, ratings, answers) that allow interaction w/o requiring full engagement w/ application (My Questions)

Direct Friends

Indirect Friends

Interested Parties

rockyou

Application Developmentby the numbers

• Marketing / Validation

• Growth

• Engagement

rockyou

Application Phases

• Marketing / Validation– Audience– Messaging– Channels

rockyou

Application Verticals

• Channel – Superwall, HugMe

• Content – Flixster, iLike, Watercooler

• Quiz – Likeness, Flixster, Compare Ppl• Games – Zombies, FluffFriends, SpeedRacer

• Gifts – Grow-a-gift, Free Gifts

• Self Expression – Cities I’ve Visitied, Bumper Sticker

rockyou

Skew heavily to teen and young adult women—brand influencers

Audience

rockyou

Facebook Channels

• News Feed

• Notifications

• Email

• Profile

• Invites

• Profile Action

• Non-user pages

rockyou

Messaging

• What are the call to actions

rockyou

Application Phases

• Growth– Break viral barrier– Tune growth (Install vs uninstall)

rockyou

Viral Multiplier

• App grows without promotion

• 1 user causes at least 1 user to install

rockyou

Tuning

• Track everything. Graph it, trend it.

• Notification / Invite Allocations

• Notification spam blocking

rockyou

Application Phases

• Engagement– Saturated social circles– Tune for experience

rockyou

Virality vs Engagement

• Virality– Grow outside of core group of users– Get users to spread to others– Don’t hurt user experience

rockyou

Virality vs Engagement

• Engagement– Build user experience– Increase pageviews and loyalty– Build stickiness– Continue growth– Prevent uninstalls– Monetize (use Rockyou!)

rockyou

Facebook Channels

• News Feed

• Notifications

• Email

• Profile

• Invites

• Profile Action

• Non-user pages

• Profile Action

rockyou

Open SocialWhat’s a Platform

• Ability Add Functionality

• Distribution

• Monetization

rockyou

The Open Social Challenge

• Distinct audience– Huge audience!– Promiscuity factor

• Different use model– Profile vs News Feed

• Viral channels– Whats effective?

• Directory– Not repeatable source of growth

rockyou

The Networks

• MySpace– US (international later)– In profile

• Orkut– Brazil, India– Scrapbook big

• Hi5– Spanish speaking– In profile

rockyou

Open Social Channels

• News Feed– Infancy

• Profile• Main Page• Bulletins• Messaging / Invites (TBD)• Non-user pages

• A lot in the air

rockyou

What Should We Do?

• No different than Facebook launch

• Focus on demographics– Self expression

• Instrument for virality

rockyou

Application Verticals

• Channel – Superwall, HugMe

• Content – Flixster, iLike, Watercooler

• Quiz – Likeness, Flixster, Compare Ppl• Games – Zombies, FluffFriends, SpeedRacer

• Gifts – Grow-a-gift, Free Gifts

• Self Expression – Cities I’ve Visitied, Bumper Sticker

rockyou

Business Model Overview

• RockYou has two primary monetization methods

– Advertising on its own leading applications – Revenue share agreements with other social network

applications through the Advertising Platform• RockYou’s has a unique value proposition to advertisers including its:

– Extensive reach across multiple social networking platforms– Ability to target users with a high degree of granularity– Contextual targeting capabilities– Leading Advertising Network

• RockYou provides advertisers with multiple pricing options including Cost Per Installation (CPI), Cost Per Click (CPC), Cost per Impression (CPM), and Cost per Action (CPA).

rockyou

Advertising Units

Cross-sell

Banner

rockyou

Advertising Opportunities

ApplicationPromotion

BrandedAd

Takeover/Skins

ApplicationIntegration

Customization / Integration

Types of Ads

Less More

rockyou

Case Example 1: Branded Ad

Advertised Sony’s 30 Days of Night on RockYou’s Vampires application: generated 59k sweepstake entries

rockyou

Case Example 2: App Promotion

Advised Acuvue team on viral flow of Wink application, then promoted the application on RockYou network— 200 installs grew to 100K users in a few weeks.

646x60Ad

rockyou

Case Example 3: App Promotion

Worked closely with Yahoo on the relaunch of Yahoo Music Videos on FB. After viral tuning—consultation on application flow and design—and cross promotion on the RockYou ad network, the app grew to 1.5M+ users:

Other clients include: - NBC - ABC - IAC - Expedia - ESPN - Neutrogena - Coke/Sprite

rockyou

Case Example 4: App Takeover

Promotion surpassed expectations of interactive engagement w/ the brand: Goal: 10K contest registrations

Actual: 1M registrations

Signed Sony Pictures to advertise Resident Evil on RockYou’s Zombies application.

rockyou

Case Example 5: App Integration

Created co-branded quiz within the Likeness application titled “Best Johnny Depp Characters” to promote Sweeney Todd debut.

Newsfeed Promotion

On-page Click-thru to Learn More About Movie

Results:• 186k quizzes taken in 1st

month

• 7M impressions generated

• 46K click-thrus to movie site

• Strong CTR = 0.65%

rockyou

Rich Media Works

RockYou has partnered with leading rich media provider, Pointroll, to build a custom rich media ad format with material CTR and $6CPM.

rockyou

Blue-Chip Advertisers