1. orkut
Business Opportunities for
orkut
Chinese Developers
Pilot Advertising Program
Alejandro Villanueva
Google Developer Relations
Google Confidential and Proprietary

2. 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
Google Confidential and Proprietary

3. 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
Total Population 199M
Internet Users 72M
Internet Penetration 36%
Mobile Users 153M
Mobile density cell/100 hab 80.5
% of Internet users
purchasing online 79%
% of Internet users
on social networks 64%
Google’s Share of Search 89%
Source: Brazil Online, eMarketer, July 2008
Google Confidential and Proprietary 4

5. Brazil
Strong Economy and true Global Player
• 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
Google Confidential and Proprietary

6. Google Brazil
In 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
Google Confidential and Proprietary

7. Social Networks in Latin America Engage
53M Unique visitors to social networking
sites in Latin America
Growth in unique visitors to social
networks between 2007 and 2008 33%
156M Total number of hours spent
monthly on Orkut in Latin America
Average minutes per month per user
spent on social networking sites 375
Source: comScore, August 2008, August 2007 7
Google Confidential and Proprietary 7

8. Brazilians love Social Networks!
Social networks reach: Daily
Weekly
Monthly
Less Frequent
GLOBAL 31% 33% 19% 17%
BRA 57% 26% 8%9%
USA 33% 32% 17% 18%
Google Confidential and Proprietary

9. 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)‫‏‬
Average Hours Spent Online Monthly per Unique Visitor
45 Hours Three of the top eight markets with
the highest monthly Internet consumption
are located in Latin America
32 Hours
30 Hours 30 Hours
28 Hours 27 Hours
Canada UK US Brazil Argentina Venezuela
Source: comScore World Metrix as cited in comScore presentation, "Canada: A 'Wired' Nation," May 30, 2008
Google Confidential and Proprietary 9

10. And who is on orkut?
Almost everyone!
Source: *Nielsen Online, March 2008
Google Confidential and Proprietary

11. 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 Google Confidential and Proprietary

12. Who are these users?
65% coverage in the target 35+
8M are women 25+
80% coverage in the youth target (18-24)
Orkut users are loyal!
Overlapping of users:
On average, 91% of users of other social
networks, are also on orkut
Source: comScore Media Metrix – Nettratings Jun 2009 - Redes Sociais no Brasil e o orkut, Abril de 2009, Netpop Research, LLC Google Confidential and Proprietary

13. Users spend much more time
in orkut than in other Social Networks
Average Minutes per Visit / Month X reach of Internet Users
15.7
16 80%
75%
14 70%
12 60%
Reach of Internet Users
75% Reach of Internet
Average Minutes
10 50%
8 40%
6 5.4
4.8 24% 30% users and almost 5
4.5
3.9 3.7 3.7
4
2 4% 5% 4% 5% 4% 5%
2.4
4%
1.8
5%
20%
10%
times
0.1 more time per visit
0 0%
Orkut MySpace Fotolog Facebook Sonico Vostu Twitter Multiply Windows Windows
Live Profile Live People
Average Visits per Visitor / Month
24.6
25 Frequency of visits to
20 is 10 times higher compared
15 to the average of other sites
10
5 3.6 3.4 3.3 2.6 2.5 2.3 1.8 1.5 1.4
0
Orkut Fotolog Twitter Sonico Windows Live Facebook MySpace Windows Live Vostu Multiply
Profile People
Source: comScore Media Metrix – Nettratings Jun 2009 Google Confidential and Proprietary 13

14. This only happens in Brazil
Orkut 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
Google Confidential and Proprietary

15. Social Gaming on Orkut
Google Confidential and Proprietary

16. Launched
Apr'08
2.8M users
140k 7d active
users
Google Confidential and Proprietary

17. Launched
Jul'08
41M users
5M 7d active
users
Google Confidential and Proprietary

18. Launched
May'08
3.3M users
0.8M 7d active
users
Google Confidential and Proprietary

19. Launched Jul'08
1.3M users
100k 7d active
users
Google Confidential and Proprietary

20. Launched
Jun'09
22M users
11M 7d active
users
Google Confidential and Proprietary

21. Launched
Nov'09
4.1M users
3.4M 7d
active users
Google Confidential and Proprietary

22. Launched
Dec'09
3.8M users
1.3M 7d active
users
Google Confidential and Proprietary

23. Plug in to orkut
Google Confidential and Proprietary

24. 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 app
o Flash based
o Flash JS bridge to make OpenSocial calls
o Creates activity stream and sends message
o Uses friend network to engage and retain users
Google Confidential and Proprietary

25. Orkut JSON API
• Rich API
o Status – read / write
o Scraps - read / write
o Activity stream - read / write
o Album and photos - read / write
• Authentication via 3-legged OAuth.
• Great for mashups, mobile games,
aggregators
Google Confidential and Proprietary

26. Key Success Factors
Orkut 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
Google Confidential and Proprietary

27. Key Success Factors
Orkut Social Games (2)
• 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.
Google Confidential and Proprietary

28. Payment
Orkut 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
Google Confidential and Proprietary

29. Next Steps
For those of you interested, 1:1 Meetings
Contacts:
Alejandro Villanueva, alejandv@google.com
Google Developer Relations, Mountain View, California
Eduardo Thuler ethuler@google.com
Orkut Product Manager, Belo Horizonte, Brazil
Thanks!
Google Confidential and Proprietary