July 2007

Inside FacebookApplications

Presented byGreg Narain

July 2007

The Opportunity

Why is the Internet increasinglyobsessed with Facebook?

July 2007

What is Facebook?

“a social utility thatconnects you with thepeople around you.”

July 2007

Facebook Growth

• More than 30M active users*

• More than 100K new registrations daily

• Avg. 3% weekly growth

• 35% growth since launching applications

July 2007

Facebook Growth

July 2007

Facebook Users

• Over 47K regional, work, collegiate & highschool networks

• More than 50% of Facebook users areoutside of college

• The fastest growing demographic is those25 years old and older

• Maintains 85% market share of 4-year U.S.universities

July 2007

Enter Applications

• Facebook launched FacebookApplications in May 2007

• Created a massive virtual pegboard for3rd party widgets and applications

• Application growth is tremendous

July 2007

Viral Growth

“The viral loop of people inviting each other tomost social networks revolves around a userposting a widget to their page and having friendssee their page.

The viral loops for Facebook (there are multiple)revolve around the news feed, the mini-feed andthe invite request. Not around people coming toyour page and interacting with it”

- Lance Tokuda, CEO, RockYou

July 2007

Explosive Growth

July 2007

Explosive Growth

July 2007

Explosive Growth

65M Apps Installed2.5 Apps / User

(June 2007)

July 2007

Open Opportunity

• Facebook applications can embed advertisingand sponsorship - no revenue sharing

• Facebook applications can run from yourservers giving you accountability and metrics

• Facebook applications can drivememberships and traffic for your properties

July 2007

Competitive Space

• 1000+ applications in the ApplicationDirectory

• 100s new applications pending

• 100s applications in the UndergroundDirectory

• 40K registered developers

July 2007

The Framework

How are Facebook Applications built?

July 2007

Anatomy of anApplication

Facebookapplications cantake on manydifferent forms

Left Navigation Bar

July 2007

Anatomy of anApplication

Facebookapplications cantake on manydifferent forms

Main Canvas

July 2007

Anatomy of anApplication

Facebookapplications cantake on manydifferent forms

Profile Box

July 2007

Wealth of Data

• Relationship Status

• Education & Employment Data

• Geographic Data

• Interests & Affinities

• Not their contact information though!

July 2007

Mass Communication

• News Feed - seen by all friends

• Mini Feed - seen by profile visitors

• Messages - direct messages between users

• Forums - focused around applications

July 2007

The Strategy

How do we build our own apps?

July 2007

Leverage The System

• Network - each user brings with them anetwork of friends that can become involved

• Media - Facebook stores media for users thatcan be re-combined

• Applications - emerging crops ofapplications provide opportunities for cross-pollination

July 2007

Source the Crowd

• Build something interesting - since nestled in asocial networking context, apps must be social

• Consider the edges - new ideas can often emergeby considering the edge cases of your core business

• Be an iceberg - while most apps are purelyentertaining now, more complex ones are expected;offer great value and power below the surface

July 2007

Follow the Leaders

• Q & A - provide users with a way to poll theirnetworks and yours for answers to questions

• Gaming/Rating - provide users with a way to interactwith data in new and interesting ways

• Application Lite - provide a lightweight version ofyour site or service via the Facebook platform

• Entertainment - provide the user with a method toentertain themselves and their friends

July 2007

Contact

• Blue Whale Labs– http://bluewhalelabs.com/– info@bluewhalelabs.com