My Top Friend is Nike. A short presentation on how-to integrate brands into social network services like facebook. It gives an overview on Social Networks, explains the relation to Social Media and gives hands-on examples on howto integrate. This is a copy of a presentation i did at ComputerSpace 2008 in Sofia, Bulgaria. (c) http://die.socialisten.at

1. thanks for the ad(d).
My Top-Friend is Nike(tm)
How-to integrate brands into Social Network Services

2. TOC
What are Social Network Services
Social Media <-> Social Network Services
Integration of Brands
Why
How-to
Facebook Applications
The next 3 years
die.socialisten.at
social network development

3. About me
Andreas Klinger
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)

4. a quick check
who knows....

5. What is a social network
service?
die.socialisten.at
social network development

6. profiles
newsfeed
24.000+ Apps
More than 110 million active users
The most-trafficked social media site in the world (comScore)
More than 10 billion photos

7. More than 110 million active users
Focus on Music and Music Fans
Integrated Google‘s OpenSocial „Skyler“ to her mother,
Sells Music at MySpace Music March 2006

8. Strong Web 2.0 Metrics –
The Times They are a-Changin’ – Hello Social Networking
Alexa Global Traffic Rankings
2005 (1) 2007 (2)
Rank Web site Rank Web site
1 yahoo.com 1 yahoo.com
2 msn.com 2 google.com
3 google.com 3 msn.com
4 ebay.com 4 youtube.com
5 amazon.com 5 live.com
6 microsoft.com 6 myspace.com
7 myspace.com 7 facebook.com
8 google.co.uk 8 orkut.com
9 aol.com 9 wikipedia.org
10 go.com 10 hi5.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).
(1) Rankings as of 12/31/05, excludes Microsoft Passport; (2) Rankings as of 10/15/07
Source: Alexa Global Traffic Rankings, Morgan Stanley Research 30
GLOBAL PLAYERS

9. 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

10. facebook is no social network
facebook and co are social network services:
Virtual Tools to map and use the real social
networks between people

11. facebook is no social network
You bring the
social network
to facebook!
Its your property and they provide
a service to use it better

12. Social Network Services are
applications within
Social Media

13. applications of social media?
blogs are applications for publishing
social network services are applications for
communication within your social network (your
contacts)

14. Social Network Services are
therefore a part of Social Media.
This means the rules of social media apply!

15. Social Media =
Conversation
The Conversation takes place with or without you
People produce and consume on thousands of
platforms
Brands can only be part of this conversation
die.socialisten.at
social network development

16. „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
die.socialisten.at
social network development

17. Why Integrate into SNS?
Millions of people communicate in social
networks.
Brands can communicate with potential
customers via various ways.
die.socialisten.at
social network development

18. Brands in Social Network
Services

19. „ brands have to adapt to the
features of each community
platform“
Harm Heibült
Axel Springer AG

20. Pages
myspace
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social network development

21. Pages
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social network development

22. communicate with people
turn users to fans
add applications for interaction

23. Share
The Newsfeed shows me
my friends activities
people „share“
„sharing“ changes our
content consumption

24. The Idea
Campaigns distributed
by its users.
Average Number of
friends in Facebook: 140

25. The Idea
Campaigns distributed
by its users.
Average Number of
friends in Facebook: 140

26. The Idea
Campaigns distributed
by its users.
Average Number of
friends in Facebook: 140

27. Social Applications
direct interaction by users/fans/customers

28. 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)
die.socialisten.at
social network development

29. Facebook Platform vs
OpenSocial
Facebook Platform
technology leader
OpenSocial
supported by orkut, Hi5, myspace, netlog,
sonico, friendster, ning, yahoo!, etc...
write runs test everywhere
die.socialisten.at
social network development

30. Good Examples - Causes
Causes
example for social activism
everybody can start a „cause“
motivate followers
spread awareness
collect money
12,298,605 Active Users/Month

31. Good Examples - Causes
rankings
people see their impact/their points
people motivate other people die.socialisten.at
social network development

32. Good Examples - iLike
iLike
News, Music,
Concerts, Infos
etc matched to
your music
interest and
those of your
friends
5,390,670 Active
Users / Month
die.socialisten.at
social network development

33. Good Examples - iLike
charts of my
friends
events +
buy tickets
Band Infos/
News

34. 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 ;)
die.socialisten.at
social network development

35. choose your team
send cheers to friends
(publisher)
infos, news,
videos, dates etc
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social network development

36. project for the
green party
austria
tell your friends
why do you vote
the green party
DISCLAIMER: THIS APP IS DEVELOPED
BY DIE.SOCIALISTEN.AT ;)
die.socialisten.at
social network development

37. an example to show egoverment and
democracy ideas within social networks
167 „Reasons to vote Green“
in a few days...
die.socialisten.at
still they lost (doh!) social network development

38. HOWTO
if you cannot code
use existing apps

39. BMW used the app Grafitti to let
people draw their own cars
=> ~9000 submissions in 7 days (!)
„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 Owyang
SF Bay Area, USA
Forrester Research: Social Computing

40. HOWTO
if you can code
code!

41. what you need
web development language of your choice
php5, rubyonrails, asp.net, etc
facebook api classes
webspace
die.socialisten.at
social network development

42. Task: client requests a page
with a list of all friends
request
Your Server
GET /app/friendlist
client
Your
DB
die.socialisten.at
social network development

43. request
Your Server
GET /app/friendlist
client
Your
DB
die.socialisten.at
social network development

44. API (REST) Request
Friends.get
Your Server
client
API requests are done within the session of the client
Your
This means: a app can only do what the user can do
DB
Special requests for some permissions needed:
e.g. inifite sessions, send email, etc die.socialisten.at
social network development

45. [list of uids]
Your Server
client
get local
information
Your
DB
die.socialisten.at
social network development

46. *render layout*
Your Server
client
Your
DB
die.socialisten.at
social network development

47. post feeds
Your Server
send fbml, fbjs
client
Your
DB
die.socialisten.at
social network development

48. Your Server
client
cache images
convert fbml -> html
convert fbjs -> js
Your
DB
die.socialisten.at
social network development

49. Your Server
send html code
client embeded into
facebook layout
Your
DB
die.socialisten.at
social network development

50. <?php
require_once 'facebook.php';
$appapikey = 'a23504985c0f4b6885c9c647b799b431';
$appsecret = 'f6ecb5d25bd92706ae4feeec9f1c773f';
$facebook = new Facebook($appapikey, $appsecret);
$user_id = $facebook->require_login();
// Greet the currently logged-in user!
echo quot;<p>Hello, <fb:name uid=quot;$user_idquot; useyou=quot;falsequot; />!</p>quot;;
// Print out at most 25 of the logged-in user's friends,
// using the friends.get API method
echo quot;<p>Friends:quot;;
$friends = $facebook->api_client->friends_get();
$friends = array_slice($friends, 0, 25);
foreach ($friends as $friend) {
echo quot;<br>$friendquot;;
}
echo quot;</p>quot;;
die.socialisten.at
social network development

51. FBML
* generates standard layout output
<fb:tabs><fb:tab-item href=“/“ title=“home“/></fb:tabs>
* avoids API calls
<fb:name uid=“2323232“ />
* is converted to plain xhtml via facebook
<div class=“box“>
<div class=“box“><h2>Hello
<h2>Hello =>
Andreas Klinger</h2></div>
<fb:name uid=“23232“ /></h2>
</div>
die.socialisten.at
social network development

52. FBJS
* all variables and functions are sandboxed
function foo(bar) { function a12345_foo(a12345_bar) {
var obj = {property: bar}; var a12345_obj = {property: a12345_bar};
return obj.property; return a12345_obj.property;
} }
* wraps different js browser support
obj.setStyle({color: 'black', background: 'white'});
* AJAX
var ajax = new Ajax();
ajax.responseType = Ajax.JSON;
ajax.ondone = function(data) {
document.getElementById('ajax1').setTextValue(data.message + ' The current time is: ' + data.tim
document.getElementById('ajax2').setInnerFBML(data.fbml_test);
}
ajax.requireLogin = document.getElementById('requirelogin').getChecked();
ajax.post('http://example.com/testajax.php?t='+type) die.socialisten.at
social network development

53. Note: OpenSocial works similar
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social network development

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

55. Classic Internet Business
Your Website
Current Place
your service/
your content/ customer
your product/
your campaign

56. Classic Internet Business
Your Website
Current Place
persuade
via ads
your service
customer

57. Classic Internet Business
Your Website
Current Place
persuade
via ads
(money)
your service
customer

58. let‘s be honest
you usually loose 99% of your audience that way

59. Our idea
Your Website
Current Place
your service
customer

60. Our idea
Your Website
Current Place
your service
your service
customer

61. Our idea
Your Website
Current Place
your service
your service
customer

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

63. The next 3 years

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

65. thanks for spending attention!
contact:
Andreas Klinger
http://die.socialisten.at
www.twitter.com/andreasklinger
die.socialisten.at
social network development