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USING SOCIAL
Optimize your apps and services
Jan Isakovič
jan@isakovic.si
ABOUT JAN
1991
2400 kbps
Community - mobile - innovation - social
100 Mbps
2013
BASIC CONCEPTS
It’s simple..
SOCIAL GRAPH
• Using relationship data to
deliver extra value
• Explicit or implicit
FAMILIAR GROUND
Using social for
marketing / sales
Using social for
core
functionality
Using social to sell
more
SHOW METHE MONEY FUNNEL
THE PIONEER
• What was the first company
to successfully use the social
graph to increase their sales?
• Facebook?
• Twitter?
THE PIONEER
• What was the first company
to successfully use the social
graph to increase their sales?
• Facebook?
• Twitter?
AMAZON
• Get customers
• Keep customers
• Grow customers
Help decide
Up-selling Simple sharing
Social integration
FOURSQUARE
• Get customers
• Keep customers
• Grow customers
Social integration
GamificationVenue suggestions
Share check-insSponsored stories
QUORA
-1
=
QUORA
• Get
• Keep
• Grow
Top writer awards Newsfeed
Facebook integration
Pay credits to ask
Ask experts online
INSTAGRAM
• Get
• Keep
• Grow
Implants the need to take picture & share
Just keep scrolling, scrolling, scrolling
Social integration
Share everywhere
INNOVATIVE SERVICES
PATH
• 150 friends - why?
• Doesn’t compete with
Facebook orTwitter
• Inventive monetization
• Interesting partnerships -
Nike+
PINTEREST
• Infinite scroll
• Great UI and UX
• Women love it
• Growing like mad
GENERALTIPS
USE IT OR LOSE IT
• Doing social? Use Facebook and
Twitter, try out new services
• Make sure your share buttons
work the way they should
• Not developing for mobile first?
Probably a mistake.
PLAY NICE WITHTHE BIG
GUYS
“The arrival of Facebook’s Open
Graph has created a new breed of
supercharged startups. [..] SocialCam
added 20 million users in just two
weeks after it joined the club.“
TheVerge
NEVER LAUNCH EMPTY
• Amazon without books?
Facebook without people?
Reddit without links?
• Build a starting data set and
keep adding to it; disguise
how small it is
TRICKINGTHE USERS
• Nir Eyal,“The Desire Engine”
• How to get the users to use our service
more
• Excellent intro to brain hacking
• Only for the light side of the force
X
TRENDS
TRENDS
• Social everything: solitary activities turning into group ones
• Social is changing real world:AirBnB, Prevoz.org, ZipCar
• Social enterprise: almost 90% of Fortune 500,Yammer
• Gamification: making boring stuff fun
• Content snacking: average time in app = 1 minute
QUESTIONS?

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Using social