Date post: | 06-May-2015 |
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Technology |
Upload: | cassandra-phillipps |
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rockyouit’s all you!
rockyou
RockYou is the leading provider of social network applications
• Invented the Space• Double Digit penetration across leading
social networks (MySpace, Facebook, Bebo..)
• 105 Million Unique Viewers
• 50 Million Unique visitors
• 1.5 Billion Pageviews
• 150+Million Widget views a day
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Source: eBay Investor Presentation, RockYou
Disruptive Growth
(MM)Uptake in Registered Users Over Time
Facebook opens up its Platform for application
developers
(2)
rockyou
Key Takeaways for Viral Growth
• Viewer focus
• Simplicity
• Novelty
• Universal Applicability
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Building Viral Engagement
User
3. Indirect friends => focus on messaging• Focus on messaging to invite/notification receivers to drive more friends invites• Deliver increasing AND simply understood value to app w/ every friend invited (Zombies)
1. New users => build clean flows • New users absolutely key to viral engagement (vs returning user)• Focus on linear, one-action flows to maximize activation for new users• Forget registration
2. Direct friends => deliver clear value prop• Provide clear value proposition to new user for inviting friend network (Likeness)• Ensure invitation is first/second step of new user flow to maximize viral value of user (Superlatives vs Superlatives)
4. Interested parties => allow universal use• Enable simple tools (comments, ratings, answers) that allow interaction w/o requiring full engagement w/ application (My Questions)
Direct Friends
Indirect Friends
Interested Parties
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Application Developmentby the numbers
• Marketing / Validation
• Growth
• Engagement
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Application Phases
• Marketing / Validation– Audience– Messaging– Channels
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Application Verticals
• Channel – Superwall, HugMe
• Content – Flixster, iLike, Watercooler
• Quiz – Likeness, Flixster, Compare Ppl• Games – Zombies, FluffFriends, SpeedRacer
• Gifts – Grow-a-gift, Free Gifts
• Self Expression – Cities I’ve Visitied, Bumper Sticker
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Skew heavily to teen and young adult women—brand influencers
Audience
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Facebook Channels
• News Feed
• Notifications
• Profile
• Invites
• Profile Action
• Non-user pages
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Messaging
• What are the call to actions
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Application Phases
• Growth– Break viral barrier– Tune growth (Install vs uninstall)
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Viral Multiplier
• App grows without promotion
• 1 user causes at least 1 user to install
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Tuning
• Track everything. Graph it, trend it.
• Notification / Invite Allocations
• Notification spam blocking
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Application Phases
• Engagement– Saturated social circles– Tune for experience
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Virality vs Engagement
• Virality– Grow outside of core group of users– Get users to spread to others– Don’t hurt user experience
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Virality vs Engagement
• Engagement– Build user experience– Increase pageviews and loyalty– Build stickiness– Continue growth– Prevent uninstalls– Monetize (use Rockyou!)
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Facebook Channels
• News Feed
• Notifications
• Profile
• Invites
• Profile Action
• Non-user pages
• Profile Action
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Open SocialWhat’s a Platform
• Ability Add Functionality
• Distribution
• Monetization
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The Open Social Challenge
• Distinct audience– Huge audience!– Promiscuity factor
• Different use model– Profile vs News Feed
• Viral channels– Whats effective?
• Directory– Not repeatable source of growth
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The Networks
• MySpace– US (international later)– In profile
• Orkut– Brazil, India– Scrapbook big
• Hi5– Spanish speaking– In profile
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Open Social Channels
• News Feed– Infancy
• Profile• Main Page• Bulletins• Messaging / Invites (TBD)• Non-user pages
• A lot in the air
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What Should We Do?
• No different than Facebook launch
• Focus on demographics– Self expression
• Instrument for virality
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Application Verticals
• Channel – Superwall, HugMe
• Content – Flixster, iLike, Watercooler
• Quiz – Likeness, Flixster, Compare Ppl• Games – Zombies, FluffFriends, SpeedRacer
• Gifts – Grow-a-gift, Free Gifts
• Self Expression – Cities I’ve Visitied, Bumper Sticker
rockyou
Business Model Overview
• RockYou has two primary monetization methods
– Advertising on its own leading applications – Revenue share agreements with other social network
applications through the Advertising Platform• RockYou’s has a unique value proposition to advertisers including its:
– Extensive reach across multiple social networking platforms– Ability to target users with a high degree of granularity– Contextual targeting capabilities– Leading Advertising Network
• RockYou provides advertisers with multiple pricing options including Cost Per Installation (CPI), Cost Per Click (CPC), Cost per Impression (CPM), and Cost per Action (CPA).
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Advertising Units
Cross-sell
Banner
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Advertising Opportunities
ApplicationPromotion
BrandedAd
Takeover/Skins
ApplicationIntegration
Customization / Integration
Types of Ads
Less More
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Case Example 1: Branded Ad
Advertised Sony’s 30 Days of Night on RockYou’s Vampires application: generated 59k sweepstake entries
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Case Example 2: App Promotion
Advised Acuvue team on viral flow of Wink application, then promoted the application on RockYou network— 200 installs grew to 100K users in a few weeks.
646x60Ad
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Case Example 3: App Promotion
Worked closely with Yahoo on the relaunch of Yahoo Music Videos on FB. After viral tuning—consultation on application flow and design—and cross promotion on the RockYou ad network, the app grew to 1.5M+ users:
Other clients include: - NBC - ABC - IAC - Expedia - ESPN - Neutrogena - Coke/Sprite
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Case Example 4: App Takeover
Promotion surpassed expectations of interactive engagement w/ the brand: Goal: 10K contest registrations
Actual: 1M registrations
Signed Sony Pictures to advertise Resident Evil on RockYou’s Zombies application.
rockyou
Case Example 5: App Integration
Created co-branded quiz within the Likeness application titled “Best Johnny Depp Characters” to promote Sweeney Todd debut.
Newsfeed Promotion
On-page Click-thru to Learn More About Movie
Results:• 186k quizzes taken in 1st
month
• 7M impressions generated
• 46K click-thrus to movie site
• Strong CTR = 0.65%
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Rich Media Works
RockYou has partnered with leading rich media provider, Pointroll, to build a custom rich media ad format with material CTR and $6CPM.
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Blue-Chip Advertisers