facebook mobile platform best practices thefamily / droidcon sept 14
DESCRIPTION
Facebook developers' mission is to help mobile developers to build, grow and monetize their applications. This presentation is about the Facebook mobile platform and best practices from fastest growing mobile companies.TRANSCRIPT
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Building the future of Mobile Apps with Facebook
Julien LesaicherreHead of Mobile Platform Partnerships, EMEA
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MOBILE IS EATING THE WORLD
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APPS ARE EATING THE WORLD
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!
DEVELOPING APPS IS COMPLEX
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IDENTITYDEV TOOLSANALYTICS
DEEP LINKING
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IDENTITYSHARINGPUSH NOTIFICATIONSAPP INSTALLSMONETIZATION
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Mobile active people on Facebook every month
1 B+
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!
Facebook revenue by source
$2.5b
Q4
$3.0b
$1.5b
0
$1.0b
$0.5b
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Mobile Advertising Payments Advertising
$2.0b
Q1 Q2 Q3 Q4
2010 2011 2012 2013
$2.6b
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BUILD GROW
App Installs
MONETIZE
!
Audience Network
Login
App Events
Parse
App Links
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2008 2009 2010 2011 2012 2013 2014
Introduced Facebook Login
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2008 2009 2010 2011 2012 2013 2014
Facebook Login went Mobile
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2008 2009 2010 2011 2012 2013 2014
Separate dialogs for read and publish permissions
10%Increase in
conversion rates
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10 BillionFacebook Logins in 2013
2008 2009 2010 2011 2012 2013 2014
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MORE CONTROLI want to control the information that is shared with apps
2014
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MORE CONTROLI want to control the information that is shared with apps
MORE CLARITYI want to understand when an app will post to Facebook
2014
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MORE CONTROLI want to control the information that is shared with apps
MORE CLARITYI want to understand when an app will post to Facebook
ONLY ASK FOR WHAT YOU NEEDI feel that apps often ask for too many permissions
2014
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MORE CONTROLI want to control the information that is shared with apps
MORE CLARITYI want to understand when an app will post to Facebook
ONLY ASK FOR WHAT YOU NEEDI feel that apps often ask for too many permissions
LET ME BE ANONYMOUSI want to log in without Facebook sharing any information from their profiles
2014
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MORE CONTROLI want to control the information that is shared with apps
MORE CLARITYI want to understand when an app will post to Facebook
ONLY ASK FOR WHAT YOU NEEDI feel that apps often ask for too many permissions
LET ME BE ANONYMOUSI want to log in without Facebook sharing any information about me
2014
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MORE CONTROLI want to control the information that is shared with apps
MORE CLARITYI want to understand when an app will post to Facebook
LET ME BE ANONYMOUSI want to log in without Facebook sharing any information about me
2014
ONLY ASK FOR WHAT YOU NEEDI feel that apps often ask for too many permissions
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Asking for lots of permissions makes people uncomfortable
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MORE CONTROLI want to control the information that is shared with apps
MORE CLARITYI want to understand when an app will post to Facebook
ONLY ASK FOR WHAT YOU NEEDI feel that apps often ask for too many permissions
LET ME BE ANONYMOUSI want to log in without Facebook sharing any information from their profiles
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1. People can try or use apps without sharing info from their Facebook profiles
2. Apps can build cross-device experiences with a stable ID
3. Easily upgrade a person to a social experience later through Facebook Login
WHY ANONYMOUS LOGIN?
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AVAILABILITY & TIMING
Available now on iOS, Android & Web Apps created before April 30th 2014: --> must upgrade by April 30th 2015 Apps created after April 30th 2014: --> Use new Login Dialog & v2.0 by default
Limited Beta - Sign up today
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BEST PRACTICES
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1. Use the login buttons from our SDKs
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2. Education helps people understand why apps ask for permissions
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3. Ask for permissions in context
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3. Ask for permissions in context
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3. Ask for permissions in context
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4. Ask for permission to publish only when people want to share
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5. Cross-platform enables Send to Mobile
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APP EVENTS
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?
THE PROBLEM: APPS ARE A BLACK BOX
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THE SOLUTION: APP EVENTS[FBAppEvents logEvent:FBAppEventNamePurchased valueToSum:10.00 parameters:@{ FBAppEventParameterNumItems : @“1”, FBAppEventParameterNameCurrency : @"USD", FBAppEventParameterNameContentType : @“coins”, FBAppEventParameterNameContentID : @“coins-internal” } ];
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SEGMENTS
People and Actions You Care About Measurement of Those Actions
Large spenders FBAppEventNamePurchased
Active users FBAppEventNameActivatedApp
Those who reached only level 2 FBAppEventNameAchievedLevel
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INSIGHTS
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RETARGETING PAYERSCreate custom audiences based on previous behaviour
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BEST PRACTICES
Build your funnel with tags and cohorts
Use demographics data to build best app / ads
Integrated in the fb SDK… just add a line of code
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Parse makes building apps easier on any platform.
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We take care of the nuts and bolts.
So you can get to the fun part faster.
Networking, Managing Servers, Scaling
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• Acquired 18 months ago
• 260,000 apps powered by Parse
• 4K+ new signups per week
• 5B+ push notifications sent in Q1
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Parse Push Parse AnalyticsParse Core
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Parse CoreYour backend in the cloud
Save data to and fetch data
from Parse
Run custom app code on
Parse’s servers
Easily manage user accounts and sessions
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Parse PushPush notification as a service
Advanced Push targeting Push scheduling and expiration Web console, Rest API or Client SDK
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Know more about your app & users
Measure App Usage
Parse Analytics
Build your custom events
Growth & retention analytics
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Parse Push
Up to 1,000,000 recipients
$0.05/ 1K additional recipient
Parse Core
Up to 30 requests/sec
$100 / monthper 10 additional req/sec
Parse Analytics
Unlimited Data points
Free
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Data Transfer
2TB
$0.10 / monthper additional GB
File Storage
$0.03 / monthper additional GB
20GB
Data Storage
20GB
$15 / monthper additional GB
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• \
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• \
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Open and accessible
Cross platform
Easy to integrate
Supports mobile only
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Title Text
•Body Level One • Body Level Two
• Body Level Three • Body Level Four
• Body Level Five1 BILLION+MOBILE DEEP LINKS INDEXED
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MessengerTimelineNewsfeed
What’s supported?
FacebookApps Pages
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BEST PRACTICES
Enrich customers’ experience with top apps
Use it to cross promote your apps
Think first about the business model
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.ORG
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App Store > 1 Million Apps
Google Play > 1 Million Apps
You are here
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Mobile App Engagement Ad
Deep linked to specific location within app
MOBILE APP ENGAGEMENT ADHow it works
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Mobile app ad to engage existing user
Mobile app ad to install your app
App now available on device
Switches user into app by a deep link
Installed from app store
CONNECTING THE DOTS
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MOBILE APP ADS WORK
Penetration among
top grossing apps
60%+Installs driven350M
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ROI Positive and CTR above !! !!
in the first week of thecampaign in the UK
in under 5 days in the U.S. top Apple App store
paid iPhone apps
2.5%
#283 to #2
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Work with a Preferred Marketing Developer
BEST PRACTICES
Test, Test, Test
Be Marketers: format, numbers, content
Target w. Demographics, Interest, Devices
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Audience Network
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Native ads for the best experience
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Let us help your mobile app succeed. For free.
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Our partners
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Sign up for FBStart
!
fb.me/start !
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