Prashant Sridharan from Facebook Inc. keynote at AngelHack Santiago Winter 2013

1. developers
Prashant Sridharan
psridharan@fb.com
github.com/CoolAssPuppy
@CoolAssPuppy
Getting Discovered

2. Benefits of the Facebook Platform
BUILD great mobile apps more productively
DISTRIBUTE your apps via organic sharing
PROMOTE your apps using Facebook ads

3. Distribute PromoteBuild

4. Distribute Promote
Build

5. www.parse.com
Parse

6. Building Your App
Database

7. Building Your App
Database REST API
REST
Z
Z
Z
Server
++
+ users
+ security
CachingNetworking
+ +
The fun stuff!

8. Parse Lets You Focus on the Fun Stuff
Database REST API
REST
Z
Z
Server
++
+ users
+ security
CachingNetworking
+ +
The fun stuff!

9. Parse Lets You Focus on the Fun Stuff
no no
no
no
no
yes!
Database REST API
REST
Z
Z
Server
++
+ users
+ security
CachingNetworking
+ +
The fun stuff!
Z

10. The Natural Evolution of Things
0% 100
Running Your
Own Servers
0% 100
Your Own
Cloud
Instances
0% 100
Parse

11. The Natural Evolution of Things
Yucky Stuff Fun Stuff
0% 100
Running Your
Own Servers
Yucky Stuff Fun Stuff
0% 100
Your Own
Cloud
Instances
Yucky
Stuff
Fun Stuff
0% 100
Parse

12. PromoteBuild Distribute

13. Distribute
PromoteBuild

17. You are here

18. You are here

19. You are here
App Store > 700,000 Apps
Google Play > 700,000 Apps

20. developers.facebook.com
iOS Android Web

21. The Facebook SDK for iOS
FBLoginView
FBGraphObject
FBSession
FBFriendPickerViewController FBDialogs
FBOpenGraphAction facade (e.g. FBGraphUser)
FBRequest FBRequestConnection FBSettings

22. The Facebook SDK for iOS
FBLoginView
FBGraphObject
FBSession
FBFriendPickerViewController FBDialogs
FBOpenGraphAction facade (e.g. FBGraphUser)
FBRequest FBRequestConnection FBSettings

23. The Facebook SDK for iOS
Core
FBLoginView
FBGraphObject
FBSession
FBFriendPickerViewController FBDialogs
FBOpenGraphAction facade (e.g. FBGraphUser)
FBRequest FBRequestConnection FBSettings

24. The Facebook SDK for iOS
Core
FBLoginView
FBGraphObject
FBSession
FBFriendPickerViewController FBDialogs
FBOpenGraphAction facade (e.g. FBGraphUser)
FBRequest FBRequestConnection
Graph
FBSettings

25. The Facebook SDK for iOS
Core
FBLoginView
FBGraphObject
FBSession
FBFriendPickerViewController FBDialogs
FBOpenGraphAction facade (e.g. FBGraphUser)
FBRequest FBRequestConnection
Native UI
Graph
FBSettings

26. The Facebook SDK for Android
Native UI
Graph
Core
LoginButton
GraphUser
FriendPickerFragment ProfilePictureView
GraphObject.Factory OpenGraphAction
Request UiLifecycleHelper SettingsSession

27. The Facebook SDK for Android
Native UI
Graph
Core
LoginButton
GraphUser
FriendPickerFragment ProfilePictureView
GraphObject.Factory OpenGraphAction
Request UiLifecycleHelper SettingsSession

28. Facebook Native User Interface
Facebook Login Profile Picture Friend Picker Place Picker

29. Facebook Helps You Get Discovered
Timeline News
Feed
Graph
Search

30. http://a.url.can/go?here
message

31. Some photos from the weekend

32. Some photos from the weekend

33. Some photos from the weekend

34. Some photos from the weekend

47. The Most Interesting Story: Who Are You?
Prashant

48. The Most Interesting Story: Who Are You?
PrashantVERB a NOUN

49. Timeline

50. Timeline

51. Open Graph Stories

52. Why Sharing Matters

53. Why Sharing Matters
Sharing is central to
our online

54. Why Sharing Matters
Sharing is central to
our online
...and is an
expectation we have

57. Beautiful Stories > Better Engagement > Discovery

58. Beautiful Stories > Better Engagement > Discovery

59. Sharing

60. Sharing
Good
Native iOS 6
Simplest form of sharing
Does not require Login

61. Sharing
Good
Native iOS 6
Simplest form of sharing
Does not require Login
Better
Uses latest version of the
installed Facebook app
Does not require Login

62. Sharing
Good
Native iOS 6
Simplest form of sharing
Does not require Login
Better
Uses latest version of the
installed Facebook app
Does not require Login

63. Sharing
Good
Native iOS 6
Simplest form of sharing
Does not require Login
Better
Uses latest version of the
installed Facebook app
Does not require Login
Best
Uses actions/objects
generated by apps
Requires Login
Deeply engaging stories

64. Driving Better Discovery: Deep Linking

65. Driving Better Discovery: Deep Linking
Users see stories
generated by your app in
their News Feed and
engage with them

66. Driving Better Discovery: Deep Linking
Users see stories
generated by your app in
their News Feed and
engage with them
Taken directly
to app if the
app is already

67. Driving Better Discovery: Deep Linking
Users see stories
generated by your app in
their News Feed and
engage with them
Directed to App
Store to download
app if it’s not
installed
Taken directly
to app if the
app is already

68. Deep Linking Works Best With Incoming Links

69. Deep Linking Works Best With Incoming Links

70. Why Use Facebook Login?

71. Why Use Facebook Login?
User’s identity

72. Why Use Facebook Login?
User’s identity User’s friends

73. Why Use Facebook Login?
User’s identity Appearing in SearchUser’s friends

74. Why Use Facebook Login?
User’s identity Appearing in SearchUser’s friends
Getting
Distribution

75. Best Practices for Using Facebook Login
▪ Use the latest SDKs for native login
▪ Augment your own authentication
mechanism
▪ Separate read and write permissions
▪ Ask for write permissions in context
▪ Explain why you need Facebook
Login

76. Best Practices for Using Facebook Login
▪ Use the latest SDKs for native login
▪ Augment your own authentication
mechanism
▪ Separate read and write permissions
▪ Ask for write permissions in context
▪ Explain why you need Facebook
Login

77. Best Practices for Using Facebook Login
▪ Use the latest SDKs for native login
▪ Augment your own authentication
mechanism
▪ Separate read and write permissions
▪ Ask for write permissions in context
▪ Explain why you need Facebook
Login

78. Eight Most Common Facebook Login Mistakes
▪ Asking for too many permissions
▪ Back-to-back ask for read and write permissions
▪ No way to log out of the app
▪ Not using the latest native dialogs
▪ Making the user create an account/password after logging in with Facebook
▪ Confusing language about what you intend to do with offline access
▪ Not handling the case where a user rescinds permission later
▪ Making it unclear that you’re about to login with Facebook

79. The Empty Room Problem

80. The Empty Room Problem
The Empty Room
Problem
•Where are my friends?
•Where is the art and
decor I love?
•What is there to do
that I will like?

81. The Social Graph

82. LISTEN
READ
RUN
COOK
Like
Like
Like
Like
The Social Graph

83. https://graph.facebook.com
API for people, things, and the connections between
▪ /me - get profile information for the currently logged-in user
▪ /me/friends - get a list of that person’s friends
▪ /me?fields=endoapp:run - get all that person’s runs on Endomondo
▪ /[place_id] - get information about places where your users are
▪ /search?q=[term]&type=[post/checkin/place] - search for public updates
on a topic

84. https://graph.facebook.com
API for people, things, and the connections between
▪ /me - get profile information for the currently logged-in user
▪ /me/friends - get a list of that person’s friends
▪ /me?fields=endoapp:run - get all that person’s runs on Endomondo
▪ /[place_id] - get information about places where your users are
▪ /search?q=[term]&type=[post/checkin/place] - search for public updates
on a topic
call /me maybe?

85. Privacy & Permissions: Reading Data

86. Extended
Profile
Properties
Email
Privacy & Permissions: Reading Data
Public
Profileid, name, first_name, last_name, link, username, gender, locale
email
user_about_me, user_activities, user_birthday,
user_checkins, user_education_history, user_events,
user_groups, user_hometown, user_interests,
user_likes, user_location, user_notes, user_questions,
user_relationships, user_relationship_details,
user_religion_politics, user_status,
user_subscriptions, user_videos, user_website,
user_work_history, user_actions.music,
user_actions.news, user_actions.video,
user_games_activity, user_actions:APP_NAMESPACE
read_friendlists, read_insights, read_mailbox,
read_requests, read_stream, xmpp_login, ads_management,
create_event, manage_friendlists, manage_notifications,
user_online_presence, friends_online_presence,
publish_checkins, publish_actions, rsvp_event

87. Privacy & Permissions: Be Responsible

88. Privacy & Permissions: Be Responsible

89. DistributeBuild Promote

90. Distribute
Promote
Build

91. Your
App

92. Your
App
Get
Users

93. Share
Stories
Your
App
Get
Users

94. Drive
Traffic
Share
Stories
Your
App
Get
Users

95. Share
Stories
Your
App
Get
Users
Promote
Traffic

97. The best way to drive installs

98. The Best Way to Drive Installs

99. Find the Right Customers

100. Demographic
‣ Age
‣ Gender
‣ Locatio
n
Social
‣ OS
‣ Device
‣ Wifi
Custom
‣ Email addresses
‣ Phone numbers
‣ Facebook user IDs
‣ App Users IDs
Mobile
‣ Likes & interest
‣ Friend connections
‣ Activity (e.g., check-
Find the Right Customers

101. Mobile App Install Ad Results
3X better ROI
compared to other channels
developers.facebook.com/showcase/poshmark/

102. Mobile App Install Ad Results
20% lower cost
compared to other channels
developers.facebook.com/showcase/poshmark/

103. Mobile App Install Ad Results
charted 6th
in App Store

104. Sponsored Stories

105. Sponsoring Open Graph Stories

106. Marketing Strategy

107. Marketing Strategy
Mobile App Install Ads
Always On

108. Marketing Strategy
Mobile App Install Ads
Always On
Sponsored Stories
For key events

109. PromoteBuild Distribute

110. developers
Thank you
developers.facebook.com