Presentation by Nitin Rajput, Chakpak at Facebook Developer Garage Bangalore

2. Facebook Growth Strategies Understanding various techniques for growth and engagement in facebook apps NitinRajput Co-founder www.chakpak.com 28th Aug 2009

4. Agenda

5. Why Facebook? User growth Approx 6MM users Great overlay of social context Allows for new product features Improves the features

6. Virality Primer 10 users add your app They do some activity like publish feed, send notifications etc 7 users add the app because of the activities done by above Viral coefficient , v.c. = 7/10 = 0.7 This is a single generation. The activities by these 7 added users would cause more users to join in and so on The total # of users of the app is the summation of the Geometric series = 10,7,4.9, … = 10*(1/(1-0.7))=33 approx.

7. Virality Primer Suppose v.c. = 0.9 , then the total users who add the app including these initial 10 users is 10*(1/(1-0.9))=100 Takeaways Virality is a multiplier. Can be a big multiplier Viral coefficient near to 1.0 can lead to a big jump in the user addition Many of the facebook’s distribution flows are aligned to viral flows and many times these are the only options availaible Facebook product = viral distribution + product

8. Facebook distribution options Notifications Requests & Notifications Feeds Profile Emails Status Publisher Boxes Ads Fan Box Connect Comment Widget Share

9. #1 - Feeds

10. Feeds (Publishing experience)

11. Feeds (Friends view)

12. Feeds One of the most potent tool for growth Is the basis of most of the viral loops User should should feel like publishing Context of the flow (you need help) Copy of the feed (you beat 99%) Friends should feel like clicking on it Nice UI/Photos. Explanatory text Call to action Resources http://wiki.developers.facebook.com/index.php/Using_the_Open_Stream_API http://wiki.developers.facebook.com/index.php/Facebook.showFeedDialog

13. #2 - Notifications

14. Notifications

15. Notifications

16. Notifications Doesn’t require explicit user permission 2 types User-user Can reach to non app users For growth App-user For engagement Sample use cases Challenges, Weekly newsletters, alerts, new features Resources RockYou presentation - http://www.slideshare.net/jefftee/facebook-developers-garage-march-25-2009-2-jia-shen API - http://wiki.developers.facebook.com/index.php/Notifications.send How spamminess is measured - http://www.facebook.com/topic.php?uid=2205007948&topic=13262&start=30&hash=0ce1d00dde55ae7fc1d6f206621bdfc4#post71908 Official policy - http://wiki.developers.facebook.com/index.php/Additional_Policies_Governing_All_Applications_and_Developers#10._Notifications_Policy

17. #3 – Requests & Invitations

18. Requests & Invitations

19. Requests & Invitations

20. Requests & Invitations Were used a lot at the launch time. FB now has allocations buckets Can be used for flows where sending invitation is natural Ask your relatives to join the app Match your friends compatibility with yours Invite members to your cause

21. #4 - Status

22. Status

23. Status Status permission is required only once Guidelines when an application can update the status Twitter, fan apps

24. #5 – Profile & Tabs

25. Profiles & Tabs

26. Profiles & Tabs

27. Profiles & Tabs Several steps involved in adding an app to profile. Is a long term insurance against variance in other growth channels. Is a seed to the viral flows Is a natural fit for some flows/apps fans

28. #6- Emails You can get email send permission Can be used for Newsletters, Alerts As a substitute for app-user notifications Vs Notifications better CTRs Need one time explicit permission from user

30. Gathering Fans

31. Gathering Fans

32. Gathering Fans Gather fans to send updates and feeds later on Sort of notifications, but much richer Better CTRs Re-engages the user

34. Whats the lifetime value of a user

35. Whats the per visit value of a user

36. A high enough virality factor can make the per-visit or lifetime value of a user pay for its advertising costs

38. Leveraging existing web properties Comment box http://www.insidefacebook.com/2009/08/05/facebook-adds-new-way-to-share-web-content-without-leaving-the-page/ Can also publish to a users feed Can be embedded in an app also Share http://www.insidefacebook.com/2009/08/05/facebook-adds-new-way-to-share-web-content-without-leaving-the-page/

39. #11 - Measure, Measure, Measure You can only improve what you measure A/B Test Flows (add app before take quiz, or between take quiz and see results? ) Copy (Challenge your friends vs Invite your friends) Measure drop offs in the flow to find hindrances

40. Facebookconnect

41. Summary FB Products = (Viral) Distribution + Product Maximize distribution from each of the channel Measure – you would only improve with time Be creative

42. Resources Tracking FB App platform, Who is growing – http://www.insidefacebook.com/ http://www.appdata.com/ FBML and Facebook platform APIs http://wiki.developers.facebook.com/index.php/Main_Page Guidelines on FB integration points http://wiki.developers.facebook.com/index.php/Verification_Checklist Platform team blog http://wiki.developers.facebook.com/index.php/Main_Page

43. Questions