Leveraging viral social network effects in your mobile application. An overview of all the integration points Facebook offers to native mobile app developers.

1. Facebook Mobile Distribution
Leveraging viral social network effects in your mobile application
Ralf Rottmann | CTO
Cologne, 01.05.2012 Version 1.3

2. Social Channels
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3. Social Channels
News Feed
News Feed is Facebook’s oldest social channel.
The News Feed is shown immediately to users upon
logging into Facebook, making it core to the Facebook
experience.
There are several ways you can publish content to the
stream: Feed Dialog, Feed Graph Object and Like
Button.
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4. News Feed
Publish to a user’s feed
Like Action
The Like Action is the
Feed Dialog mobile version of the
Users can submit a Like Button. You can give
comment along with it your very own custom
sharing an experience. look and feel.
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5. News Feed
Publishing to a user’s News Feed
Feed Graph Object
This is a programmatic way of publishing to a user’s
News Feed. It has no default visual representation.
If a user has authorized an app once, the app can
publish to the News Feed at any time.
Think of it as the automated Feed Dialog.
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6. Requests
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7. Social Channels
Requests
Requests are a great way to enable users to invite their
friends to use your app.
Requests integrate with Facebook notifications and
dashboards, ensuring that a user will see the requests
from their friends whenever they are on Facebook.
You can also use requests to have a user notify their
friends to take a specific action in your app, such as
watching a video clip or submitting a vote.
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8. Open Graph Actions
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9. Social Channels
Open Graph Actions
Open Graph Actions are the newest addition to Social
Channels.
They are the “Like Button put in context”. Users can
now watch a video. Or cook a recipe. Or enjoy a
grandcentrix demo.
You define verb and subject. Once authorized, activities
can be published automatically.
Important: Requires Facebook review and approval.
Also, watch and read actions now require, that users
spend at least 10 seconds with your experience.
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10. Social Channels
The very special Like Action
Don’t confuse the Like Action with the Like Button.
The Like Action requires a user’s permission. So on
first use, it’ll not be a single-tap experience.
You cannot like Facebook Pages via the Like Action.
Using the Like Action instead of the button for web
pages outside of Facebook is possible, though.
If users like (action) something their friends also
liked, they’ll get notified via Facebook.
Never ever auto-like and do not abuse rating controls
for the Like Action!
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11. Social Channels
Which Social Channels can I implement?
Like Action
Web app iOS native app Android native app
Send a request   
Post to News
Feed / Wall
  
Open Graph   
Like Button  Like Action Like Action
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12. App Center
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13. Facebook App Center
The next big driver for increased mobile installs
In May 2012 Facebook announced the App Center. It
will be rolled out within weeks.
Think of it as Facebook’s own App Store.
App Center will list:
‣ Facebook apps in a Canvas page
‣ iOS and Android apps using Single sign-on
‣ Mobile Web Apps using Facebook Login
‣ Websites using Facebook Login
Send to Mobile allows people browsing App Center on
their computer to send a notification to their mobile
device. It’ll directly take them to the install page within
App Store or Google Play. Facebook App Center is open for submissions.
Who gets listed depends solely on quality and is
We anticipate this to be a huge driver for new installs. determined algorithmically.
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14. Native Mobile Distribution
Driving more users to your app via deep linking
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15. Native Mobile Distribution
Driving more users to your app via deep linking
Deep Linking
Takes users from News Feed, Timeline and Request items in the native Facebook
app straight to the linked story in your native app.
Or to the store if they don’t have it installed.
Great for increasing your installed base!
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16. Native Mobile Distribution
Increasing usage through bookmarks and notifications
In addition, you get a wonderful bookmark.
If your native app is used frequently, Facebook adds a launch link to your native
app automagically. Includes visual indication of outstanding requests.
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17. Native Mobile Distribution
Deep linking mechanics
Facebook Facebook Facebook
on the web in mobile browser native app
Takes user to your app
Your app on Facebook or linked Takes user to the Launches your app and
installed activity outside of App Store hands over “deep link”
Facebook
Takes user to your app
Your app not on Facebook or linked Takes user to the Takes user to the
installed activity outside of App Store App Store
Facebook
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18. Native Mobile Distribution
Even more deep link mechanics
Link switching is handled automagically by the
Facebook app.
The replaced URI is handed over to your app as is.
It’s up to you to parse it, e.g. extract content element
ids.
Authentication and authorization is handled on the
fly.
Users are handed over to your app as logged in
users. Facebook calls this authenticated referrals.
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19. Knowing your users
Introducing MicroStrategy Gateway & Cloud
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20. MicroStrategy Gateway & Cloud
Leveraging your users’ data beyond Facebook Insights
Facebook’s Insight only offers a predefined set
of stats and very limited export options.
It’s far beyond what’s required for a highly
personalized app.
Also, you cannot programmatically integrate
Insight findings into your process.
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21. MicroStrategy Gateway & Cloud
Leveraging your users’ data beyond Facebook Insights
In a nutshell, MicroStrategy turns all of your users’
Facebook profiles data into a database that you own.
It seamlessly handles changes over time and delivers
high level aggregates, making it easier to query for
segments.
You also don’t have to worry about disambiguation:
Though there are 25+ Lady Gaga pages, you only need
to query for Lady Gaga Fan and MicroStrategy takes
care for the rest.
Everything is hosted. Forget about new infrastructure.
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22. MicroStrategy Gateway & Cloud
Leveraging your users’ data beyond Facebook Insights
Leveraging external data sources, you can segment
beyond what’s available directly on Facebook.
MicroStrategy calls this Data Enrichment.
We call it simply genius.
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23. MicroStrategy Gateway & Cloud
Leveraging your users’ data beyond Facebook Insights
Users sign into your native app Your
app
n
ke
To
MicroStrategy Gateway
Token Management
Data Refresh Batch
Facebook Scheduler
Technical integration is easy. and
Query
Query incremental
Metering
If your app already uses Facebook’s SSO Consolidation updates
features, it’s just a matter of handing over the Facebook
Relational
MPP Scalability
access token to MicroStrategy Gateway. Data
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24. MicroStrategy Gateway & Cloud
Leveraging your users’ data beyond Facebook Insights
grandcentrix is a MicroStrategy envoy partner.
We handle all of the hard work for you.
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25. Be careful
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26. Pitfalls
Avoid the typical Facebook page and app mess
Facebook Apps no longer need a Facebook Page.
Make sure you have exactly one page and exactly one app.
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27. Ralf Rottmann
ralf.rottmann@grandcentrix.net
p. +49 221 677 860 20
t. @24z
f. http://www.facebook.com/grandcentrix
grandcentrix GmbH
Schanzenstraße 6-20
D-51063 Cologne
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