my topfriend is nike
Post on 15-Sep-2014
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DESCRIPTION
My Top Friend is Nike.A short presentation on how-to integrate brands into social network services like facebook. It gives an overview on Social Networks, explains the relation to Social Media and gives hands-on examples on howto integrate.This is a copy of a presentation i did at ComputerSpace 2008 in Sofia, Bulgaria. (c) http://die.socialisten.atTRANSCRIPT
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thanks for the ad(d).
My Top-Friend is Nike(tm)How-to integrate brands into Social Network Services
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die.socialisten.atsocial network development
TOCWhat are Social Network Services
Social Media <-> Social Network Services
Integration of Brands
Why
How-to
Facebook Applications
The next 3 years
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Co-Founder and Lead Developer of die.socialisten.at
die.socialisten.at: We develop Concept + Technology for Social Network
Campaigns
Projects for: BILD Zeitung (Axel Springer), Die Grünen (austrian green party), Whitelabel work, etc etc...
We are still BETA ;) (founded May 08)
(reminder: facebook apps exists only since May 07)
About meAndreas Klinger
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a quick checkwho knows....
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die.socialisten.atsocial network development
What is a social network service?
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More than 110 million active users The most-trafficked social media site in the world (comScore)More than 10 billion photos
profiles
newsfeed24.000+ Apps
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More than 110 million active usersFocus on Music and Music FansIntegrated Google‘s OpenSocial Sells Music at MySpace Music
„Skyler“ to her mother, March 2006
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30
Strong Web 2.0 Metrics –The Times They are a-Changin’ – Hello Social Networking
Rank Web site
2005 (1)
1
2
3
4
5
6
7
8
9
10
yahoo.com
msn.com
google.com
ebay.com
amazon.com
microsoft.com
myspace.com
google.co.uk
aol.com
go.com
Traffic rank is based on three months of aggregated historical traffic data from Alexa Toolbar users and is a combined measure of page views / users (geometric mean of the two quantities averaged over time).
Rank Web site
2007 (2)
1
2
3
4
5
6
7
8
9
10
yahoo.com
google.com
msn.com
youtube.com
live.com
myspace.com
facebook.com
orkut.com
wikipedia.org
hi5.com
Alexa Global Traffic Rankings
(1) Rankings as of 12/31/05, excludes Microsoft Passport; (2) Rankings as of 10/15/07Source: Alexa Global Traffic Rankings, Morgan Stanley Research
GLOBAL PLAYERS
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local networks can exist if the userbase is large enough for network effects
(density within target group)but only a few global players will survive 2009
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facebook and co are social network services: Virtual Tools to map and use the real social networks between people
facebook is no social network
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facebook is no social network
You bring the social network to facebook!
Its your property and they provide a service to use it better
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Social Network Services are applications within
Social Media
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applications of social media?
blogs are applications for publishing
social network services are applications for communication within your social network (your contacts)
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Social Network Services are therefore a part of Social Media.
This means the rules of social media apply!
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die.socialisten.atsocial network development
Social Media = ConversationThe Conversation takes place with or without you
People produce and consume on thousands of platforms
Brands can only be part of this conversation
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die.socialisten.atsocial network development
there are no ‚errors‘ in the perfect world of company marketing, this is why many companies fail in social media marketing
Max Kossatz Social Media Expert
„
“
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die.socialisten.atsocial network development
Why Integrate into SNS?
Millions of people communicate in social networks.
Brands can communicate with potential customers via various ways.
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Brands in Social Network Services
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brands have to adapt to the features of each community platform
Harm HeibültAxel Springer AG
„
“
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die.socialisten.atsocial network development
Pages
myspace
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die.socialisten.atsocial network development
Pages
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turn users to fans
communicate with people
add applications for interaction
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The Newsfeed shows me my friends activities
people „share“
„sharing“ changes our content consumption
Share
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The IdeaCampaigns distributed by its users.
Average Number of friends in Facebook: 140
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The IdeaCampaigns distributed by its users.
Average Number of friends in Facebook: 140
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The IdeaCampaigns distributed by its users.
Average Number of friends in Facebook: 140
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Social Applicationsdirect interaction by users/fans/customers
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die.socialisten.atsocial network development
Social Applications
* developed by 3rd parties (e.g. you)
* spread viral (friend to friends)
* can interact with external platforms (or services)
* know about the users and their social network
(can adapt to user preferences)
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die.socialisten.atsocial network development
Facebook Platform vs OpenSocial
Facebook Platform
technology leader
OpenSocial
supported by orkut, Hi5, myspace, netlog, sonico, friendster, ning, yahoo!, etc...
write runs test everywhere
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Causes
example for social activism
everybody can start a „cause“motivate followersspread awarenesscollect money
12,298,605 Active Users/Month
Good Examples - Causes
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die.socialisten.atsocial network development
people see their impact/their pointspeople motivate other people
rankings
Good Examples - Causes
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die.socialisten.atsocial network development
iLike
News, Music, Concerts, Infos etc matched to your music interest and those of your friends
5,390,670 Active Users / Month
Good Examples - iLike
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charts of my friends
events + buy tickets
Band Infos/News
Good Examples - iLike
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die.socialisten.atsocial network development
Good Examples - Mein Klub
Mein Klub Bundesliga Fan App for BILD Zeitung (Axel Springer AG)
Soccer Infos for Soccer Fans
launch: November
DISCLAIMER: THIS APP IS DEVELOPED BY DIE.SOCIALISTEN.AT ;)
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die.socialisten.atsocial network development
choose your team
send cheers to friends (publisher)
infos, news, videos, dates etc
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die.socialisten.atsocial network development
tell your friends why do you vote the green party
project for the green party
austria
DISCLAIMER: THIS APP IS DEVELOPED BY DIE.SOCIALISTEN.AT ;)
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die.socialisten.atsocial network development
an example to show egoverment and democracy ideas within social networks
167 „Reasons to vote Green“in a few days...
still they lost (doh!)
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if you cannot codeuse existing apps
HOWTO
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„We tested marketing efforts on Social Networks using ‘Social’ criteria (rather than traditional marketing tactics) that meets the needs of the community, sadly, only 1 out 16 brands passed“
BMW Jeremiah OwyangSF Bay Area, USAForrester Research: Social Computing
BMW used the app Grafitti to let people draw their own cars
=> ~9000 submissions in 7 days (!)
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if you can codecode!
HOWTO
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die.socialisten.atsocial network development
what you need
web development language of your choice
php5, rubyonrails, asp.net, etc
facebook api classes
webspace
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die.socialisten.atsocial network development
client
Your
Ser
verrequest
GET /app/friendlist
Your
D
B
Task: client requests a page with a list of all friends
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die.socialisten.atsocial network development
client
Your
Ser
verrequest
GET /app/friendlist
Your
D
B
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die.socialisten.atsocial network development
client
Your
Ser
ver
API (REST) Request
Friends.get
Your
D
B
API requests are done within the session of the clientThis means: a app can only do what the user can do
Special requests for some permissions needed: e.g. inifite sessions, send email, etc
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die.socialisten.atsocial network development
client
Your
Ser
ver
[list of uids]
Your
D
B
get local information
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die.socialisten.atsocial network development
client
Your
Ser
ver
*ren
der
layo
ut*
Your
D
B
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die.socialisten.atsocial network development
client
Your
Ser
ver
Your
D
B
send fbml, fbjs
post feeds
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die.socialisten.atsocial network development
client
Your
Ser
ver
Your
D
B
cache imagesconvert fbml -> html
convert fbjs -> js
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die.socialisten.atsocial network development
client
Your
Ser
ver
Your
D
B
send html codeembeded into
facebook layout
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die.socialisten.atsocial network development
<?phprequire_once 'facebook.php';
$appapikey = 'a23504985c0f4b6885c9c647b799b431';$appsecret = 'f6ecb5d25bd92706ae4feeec9f1c773f';$facebook = new Facebook($appapikey, $appsecret);$user_id = $facebook->require_login();
// Greet the currently logged-in user!echo "<p>Hello, <fb:name uid=\"$user_id\" useyou=\"false\" />!</p>";
// Print out at most 25 of the logged-in user's friends,// using the friends.get API methodecho "<p>Friends:";$friends = $facebook->api_client->friends_get();$friends = array_slice($friends, 0, 25);foreach ($friends as $friend) { echo "<br>$friend";}echo "</p>";
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die.socialisten.atsocial network development
FBML
* generates standard layout output
* avoids API calls
* is converted to plain xhtml via facebook
<fb:tabs><fb:tab-item href=“/“ title=“home“/></fb:tabs>
<fb:name uid=“2323232“ />
<div class=“box“><h2>Hello Andreas Klinger</h2></div>
<div class=“box“><h2>Hello <fb:name uid=“23232“ /></h2></div>
=>
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die.socialisten.atsocial network development
FBJS
* all variables and functions are sandboxed
* wraps different js browser support
* AJAX
function foo(bar) { var obj = {property: bar}; return obj.property;}
function a12345_foo(a12345_bar) { var a12345_obj = {property: a12345_bar}; return a12345_obj.property;}
obj.setStyle({color: 'black', background: 'white'});
var ajax = new Ajax(); ajax.responseType = Ajax.JSON; ajax.ondone = function(data) { document.getElementById('ajax1').setTextValue(data.message + ' The current time is: ' + data.time + '. '); document.getElementById('ajax2').setInnerFBML(data.fbml_test); }
ajax.requireLogin = document.getElementById('requirelogin').getChecked(); ajax.post('http://example.com/testajax.php?t='+type)
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die.socialisten.atsocial network development
Note: OpenSocial works similar
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What defines a good app?an simple idea to keep in mind
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Your
Web
site
your service/your content/your product/your campaign
Cur
rent
Pla
ce
customer
Classic Internet Business
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Your
Web
site
your service
Cur
rent
Pla
ce
persuade via ads
customer
Classic Internet Business
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customer
Your
Web
site
your service
Cur
rent
Pla
ce
persuade via ads (money)
Classic Internet Business
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let‘s be honest
you usually loose 99% of your audience that way
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Your
Web
site
your service
Cur
rent
Pla
ce
customer
Our idea
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Your
Web
site
your service
Cur
rent
Pla
ce
customer
Our idea
your service
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Your
Web
site
your service
Cur
rent
Pla
ce
customer
Our idea
your service
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bring the service to the clients if you want them to use it
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The next 3 years
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for slideshare readers: the future of social networks will be covered in the next slideshow
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die.socialisten.atsocial network development
thanks for spending attention!
contact:
Andreas Klinger
http://die.socialisten.atwww.twitter.com/andreasklinger