Live from the Graphing Social Patterns conference, here's the most interesting stuff:
- 86% of Facebook Users Honkeys:
Charlene Li says 86% of Facebook users are honkeys. Merriam Webster says we can also spell that "honkies". (Thanks to Jeff Nolan for suggesting the proper epithet—I was going to go with "whiteys".)
- Facebook bots:
"Facebook Bot allows for completely automated control of your Facebook profile." People-spam. Yay.
- RockYou! as an App Distribution Channel
Lance Tokuda says his company can get your Facebook app to 1M users in days instead of weeks (!)—so how much does that cost?
- Danny Sullivan is funny
Funny Facebook Photo
- and of course, the people:
I got a chance to catch up with John Musser of Programmable Web, Adam Green of Grazr, Oren Michel of Mashery, Jeff Nolan of NewsGator, Julia French of Covered Communications, and a bunch of new faces.
- Tim O'Reilly:
- 87% of installs from 2% of apps. Of course, it's still early days, but the "long tail" graph is almost a perfect 90° angle. The tops apps are taking off like wildfire, the rest are struggling.
- The most successful app categories by usage are Sports, Gaming, and Chat. The least successful are classifieds, politics, and money.
- The category with the largest percentage of apps with over 100K users is Messaging. Sports isn't even on the map.
- The top apps appear to be peaking and aren't growing much any more.
- The key question for developers is, "Does my app get better with more users, or just more busy and more crowded?"
- We're just at the beginning of social network apps. Aim for the future, not the present.
- Dave Morin, Facebook:
- Growth: 225K user users/day, doubling every 6 months
- Over 50% of users return every day
- ~60 billion pageviews/day—#6 most-visited site on the Internet
- Facebook Photos is more popular than all other photo sites combined
- Facebook Events (written in one night by Mark Zuckerberg) is roughly 3x as popular as Evite
- 90K+ developers ("we're excited, super-humbled")--so far beyond other developer communities (e.g., Apple)
- 80% of all users have installed at least one app
- Doesn't see the steep "long tail" falloff as a problem, but Facebook wants to help developers move their apps up. It's only been 3-4 months, so a lot of the existing apps are those that can be built quickly. Lots of really cool stuff coming with more utility. A whole class of apps exist for the work work, but we're not seeing anything like that yet—cool innovaton to be done.
- Jie Shen, RockYou!: (slides here)
- Think mathematically
- model the viral multiplers (app name, invite, notifications, in page, superwall)
- Psychology: why does it spread?
- User tests
- Validate use case: will they use it?
- Test calls to action: will they click it?
- Validate viral model: any broken links?
- Instrument channels
- Instrument site stats
- Be agile (release early and often)
- Phase it out (make sure it works before fully promoting it)
- Promote on ad networks--and tune your ad!
- Advertisers can expect 100-10,000 installs/day
- Think mathematically
- Validate the viral model
- Find new channels (how do users use it? Integrate with other apps.)
- Tune underlying channels (make sure notifications aren't spammy, etc)
- Create more depath for the app (multiplayer, stats/data, etc)
- Engagement channels (minifeed events, notifications)
- Break down your app into static and dynamic
- Offload static content (Akamai, Panether)--price war going on among CDN's, or S3
- Optimize app logic (pagination, Ajax, caching)
- Simplify data storage----denormalize, drop indexes, keep it simple
- Hire an IT superstar!
- Provide incentives for users to "invite" (or bite or gift) their friends
- Invites are the only way to grow membership
- Notifications help drive engagement