13. Mobile Apps
Social Apps
Bundled Apps
3 popular types of apps
14. Social Apps
= any application that integrates into
Facebook / Google+ to leverage existing:
• Social Plugins
/ Like, Send, Subscribe, Comment, Activity feeds, etc.
• Graph API
/ view of the social graph: people, photos, events, pages and the
connections between them
• Platform Dialog
/ interface that provides social functionality to the users
15. Converting apps to Facebookism
3 concepts that will help you ‘become’ social:
• Canvas Page-
The social network loads the app URL (“Canvas URL”) within an
iframe on that page. Now you’re “on” Facebook!
• Social Channels-
Bookmarks, notifications, newsfeeds, Timeline, Search, etc.
• Social analytics-
On-going app performance data:
likes, actions, fans, MAUs, DAUs, reach, trends, etc.
16. So a ‘social’ app is…
Any application (Game, website, other)
that tries to leverage the social web
phenomenon by integrating into FB.
However…
29. Mobile Apps
Social Apps
Bundled Apps
3 popular types of apps
30. Display vs. In-App
Factor Display Advertising In-App Advertising
Background flow Unknown Can be speculated
Competition High Low
Commercial goal Lead generation, sales Cross selling
Branding opportunity Brand Exposure Co-branding
Traffic source owners Publishers Developers
End users Visitors Users
Quality indicators Returning visitors, Time on site MAU, DAU
*Abuse methods *POPUPS *INCENTIVIZED ACTIONS
31. In-App Food Chain
Brands &
Advertisers
Ad Networks
& Ad Agencies
Developers
Consumers
32. Interdependency
You’re the You want You go to That goes to In order to
Brand / Traffic Agency / Developers Reach
Advertiser Network customers
Agency / Traffic Developers Build Reach
Network applications customers
Developer Traffic work Ad agencies / Reach
networks advertisers
Customer Entertainment Facebook, Developers Provide
/ Functionality Google Apps Functionality /
Appstore Entertainment