orkut opportunities chinese_developers_jun10

Google Confidential and Proprietary

orkut

Pilot Advertising Program

orkutBusiness Opportunities for

Chinese Developers

Alejandro Villanueva

Google Developer Relations


Google Developer Relations

• Engineering team

• Our mission is to help Developers use successfully

Google developer products and platforms

• Developer products: Cloud, Mobile, Geo, Social, …more

• Social Web; Enabling social features across all our

products. Brazil, India: Orkut Social Network

• Developer Relations roles:

• Developer Advocates: Relationships with key Partners

• Developer Programs Engineers: Online content; Forums; Sample

code; Documentation

• Regional Leads: USA, APAC, EMEA, Latin America


Opportunity for Chinese Developers

• Leveraging your existing investment and expertise

• Developing for the Global Market

• Specifically, entering into Emerging Markets with an

strong economy and high-growth potential

Monetizing your OpenSocial app in

Orkut, our leading Social Network

in Brazil

Google Confidential and Proprietary 4

Brazil: Online Landscape

89%Google’s Share of Search

64%% of Internet users

on social networks

79%% of Internet users

purchasing online

80.5Mobile density cell/100 hab

Mobile Users

Internet Penetration

Internet Users

Total Population

153M

36%

72M

199M

Source: Brazil Online, eMarketer, July 2008


• Brazil vibrant economic situation

• and positive outlook: 6.7% GDP growth 2010

• Population

• 5th largest WW

• Internet users growing 23% CAGR past 4 years

• 5th WW Internet population

• Mobile Phone Base

• 5th largest WW

• Mobile Phone Market

• 3rd largest WW

• New Computer Market

• 5th largest WW

BrazilStrong Economy and true Global Player


Google BrazilIn strong shape

• Total Ad Market $11.9B

• 8th largest WW

• Online market growing 36% Y/Y

• Users love our brand

• highly adopt our products – Search, Gmail, Blogger , YT … more

• Orkut leading social network

• Orkut 75% reach, FB 18% reach, Twitter 19% reach

• Great upside potential

• Only 36% Internet penetration

• Data shows BR market is about to explode , currently online at

6.3% of total ad spend


7Source: comScore, August 2008, August 2007

Social Networks in Latin America

Unique visitors to social networking

sites in Latin America53MGrowth in unique visitors to social

networks between 2007 and 2008 33%Total number of hours spent

monthly on Orkut in Latin America 156MAverage minutes per month per user

spent on social networking sites 375

Engage


Brazilians love Social Networks!

USA

BRA

31% 33% 19% 17%

57% 26% 8%9%

33% 32% 17% 18%

Social networks reach: Daily

Weekly

Monthly

Less Frequent

GLOBAL


Brazilians Spend 30 Hours Online Monthly

The average number of hours spent online monthly in Brazil is 4 hours higher

than the global average (25.7 hours)‏

Source: comScore World Metrix as cited in comScore presentation, "Canada: A 'Wired' Nation," May 30, 2008

Average Hours Spent Online Monthly per Unique Visitor

30 Hours27 Hours28 Hours

30 Hours

45 Hours

32 Hours

Canada UK US Brazil Argentina Venezuela

Three of the top eight markets with

the highest monthly Internet consumption

are located in Latin America


And who is on orkut?

Source: *Nielsen Online, March 2008

Almost everyone!


orkut: Major targetable base

•orkut, ranks as the #2 website in

Brazil (Alexa Ranking/2009)

• orkut has more than 28B monthly

pageviews (Google, 2009);

•Users visit orkut 23 times per

month; usually spend 16 minutes

in each visit (Google, 2009)

•Only 1 advertiser per page,

much more attention to your

campaigns

38% < 24 years old

50% between 25 and 49 years old

12% > 50 years old

Fonte: comScore Media Metrix – Nettratings Nov2009


Who are these users?

65% coverage in the target 35+

80% coverage in the youth target (18-24)

Source: comScore Media Metrix – Nettratings Jun 2009 - Redes Sociais no Brasil e o orkut, Abril de 2009, Netpop Research, LLC

Orkut users are loyal!

Overlapping of users:

On average, 91% of users of other social

networks, are also on orkut

8M are women 25+


15.7

5.44.8

4.53.9 3.7 3.7

2.41.8

0.1

75%

4% 5% 4% 5% 4% 5% 4%

24%

5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

0

2

4

6

8

10

12

14

16

Orkut MySpace Fotolog Facebook Sonico Vostu Twitter Multiply Windows Live Profile

Windows Live People

Rea

ch

of

Inte

rne

t U

se

rs

Ave

rag

e M

inu

tes

Average Minutes per Visit / Month X reach of Internet Users

Users spend much more timein orkut than in other Social Networks

13

75% Reach of Internet

users and almost 5

times more time per visit

24.6

3.6 3.4 3.32.6 2.5 2.3 1.8 1.5 1.4

0

5

10

15

20

25

Orkut Fotolog Twitter Sonico Windows Live Profile

Facebook MySpace Windows Live People

Vostu Multiply

Average Visits per Visitor / Month

Frequency of visits to

is 10 times higher compared

to the average of other sites

Source: comScore Media Metrix – Nettratings Jun 2009


This only happens in BrazilOrkut makes it happen: Marketing Campaign video

• Kraft Mini-cocoa seeds were distributed as gifts to users of Happy

Harvest - “Colheita Feliz” (a game like FarmVille) the most

successful app in Orkut.

• 48 hours later, a surprise, the seeds turned into Chocolate Trees

where packages of Mini Bis Chocolate sprouted. Mini Bis Chocolate

could be planted, harvested and stolen by farmers, strengthening

the brand concept "Trust no one."

• 25M trees sprouted chocolate trees DURING THE 1st WEEK OIF

THE CAMPAIGN

• 100% of the active game players

• In less that 24 hrs several videos in YT. Thousands of spoontaneus

posts on Twitter

http://vimeo.com/11533464


Social Gaming on Orkut


Launched Apr'08

2.8M users

140k 7d active users


Launched Jul'08

41M users

5M 7d active users


Launched May'08

3.3M users

0.8M 7d active users


Launched Jul'08

1.3M users

100k 7d active users


Launched Jun'09

22M users

11M 7d active users


Launched Nov'09

4.1M users



Launched Dec'09

3.8M users



Plug in to orkut


OpenSocial JS API

• OpenSocial 0.9 API spec• OpenSocial 1.0.9 spec published

• API - fetch user profile, user friends, user albums and photos

• Activity streams and messages to friends boosts viral growth

• Typical game appo Flash basedo Flash JS bridge to make OpenSocial callso Creates activity stream and sends messageo Uses friend network to engage and retain users


Orkut JSON API

• Rich APIo Status – read / writeo Scraps - read / writeo Activity stream - read / writeo Album and photos - read / write

• Authentication via 3-legged OAuth.

• Great for mashups, mobile games, aggregators


Key Success FactorsOrkut Social Games (1)

• Make‏your‏App‏a‏“Local‏app”

• Translate all texts in your app to fit the culture and target market

• Localize the content according to the local culture e.g design,

look and feel

• Run your app on a solid server infrastructure

• Hosting

• Provide the best server infrastructure to support millions of users

• Monitor and manage the infrastructure 24x7 to ensure availability of

the application at all times

• Perform capacity planning to optimize the server space and growth

• Cloud Computing

• Google App Engine, developing and running your app on Google

infrastructure


• Business and application development

• Drive traffic to your app

• Promote your app in other sites, and through national PR

campaigns

• Optimize revenue by:

• Analyzing spending patterns and trends

• Identifying most popular payment channels

• Customer service and support

• Ticketing systems where users can log the issues, questions, and

calls, ensuring customers are happy and return to play more

• Manage communities within orkut to communicate and interact with

users.

Key Success FactorsOrkut Social Games (2)


PaymentOrkut Social Games

• Paymentez

• Leading payments platform for Social Networks in Brazil

• Integrates in one single platform several Payment Gateways

(Paypal, Pagseguro) to support credit and debit cards, boletos,

and electronic transfers

• Other payment methods: Prepaid Cards distributed in +100K

POS across the country; Pin Numbers distributed through a

network of Lan Houses (Internet Cafes); System with Brazilian

offers

• Single login technology for all apps in the same SN

• Multilingual user interface and support (ticket system)

• Already supporting 30M users and processing +45,000

transactions daily.

• Custom integration


Next Steps

For those of you interested, 1:1 Meetings

Contacts:

Alejandro Villanueva, [email protected]

Google Developer Relations, Mountain View, California

Eduardo Thuler [email protected]

Orkut Product Manager, Belo Horizonte, Brazil

Thanks!

mailto:[email protected]

mailto:[email protected]

orkut opportunities chinese_developers_jun10

Technology

orkut users

brazil orkut

social network orkut

orkut source

llc google confidential

google developer products

reach of internet users

social networkingsites