Thursday, June 2, 2011

Advocacy Group, Facebook and Other Companies Launch Privacy Info Site for App Developers


In another effort by Facebook and other technology companies to inform developers about privacy issues — and show the world they don’t need legislation in order to stop abuses on their platforms — they’re launching an informational site together with advocacy group called the Future of Privacy Forum.
Called the “Future of Privacy Forum: Application Privacy,” the site promises information on “emerging standards, best practices, privacy guidelines, platform and application store requirements, as well as relevant laws and regulatory guidance.” For now, though, parts of the site lack content or otherwise don’t feel fully baked.

For example, under the “Learn/Resources” tab, in a section called “Hot Data Issues and Important Alerts,” an area called “1) Transmission of User IDs in Mobile Devices” provides links to a Wall Street Journal series on mobile app data leakage. Oddly, the section features Facebook’s reaction, noting that the company at one point said that it has “zero tolerance for data brokers.” The thing is, the issue was about mobile platforms, which Facebook doesn’t offer. The site appears to have conflated the mobile app incident with an earlier Wall Street Journal article that looked into data issues being passed by canvas apps on Facebook.
The site only launched in the last week, so we’re not going to judge too harshly yet. The practical benefits it does currently provide include a wide variety of links to other materials developed by governments, privacy groups and platform companies, which should be especially useful for developers who are new to platform development, and all the associated privacy issues.

Meanwhile, as active developers already know, each platform already goes well out of its way to tell developers about what they can and can’t do with user data. Facebook in particular has built out a series of policies and guides over the years to explain to developers what they can and can’t do on the platform, and it has restricted or removed some developers’ access to the platform due to abuses. By this point, any serious Facebook developer should have a clear idea about what they can and can’t do.
The same goes for Apple, Google and other companies who provide platforms, who have also become embroiled in privacy issues — and who are also sponsors of this new site, and of the Future of Privacy Forum. When questioned about their efforts to educate developers about privacy issues, the companies now have this site to point to. But in terms of making a big impact on how developers behave, it’s not clear what difference the site is going to make.

New This Week on the Inside Network Job Board: Atari, EA, Peak Games, Digital Chocolate and More


The Inside Network Job Board is dedicated to providing you with the best job opportunities in the Facebook Platform and social gaming ecosystem.
Here are this week’s highlights from the Inside Network Job Board, including positions at AtariEAPeak GamesDigital ChocolateTaggedDaglow Entertainment andUbisoft.






Listings on the Inside Network Job Board are distributed to readers of Inside Social Games, Inside Facebook and Inside Mobile Apps through regular posts and widgets on the sites. Your open positions are being seen by the leading developers, product managers, marketers, designers, and executives in the Facebook Platform and social gaming industry today.

How Your Business Should Reply to Comments on Facebook Pages


The following is an excerpt from theFacebook Marketing Bible, the comprehensive guide to marketing your company, app, brand, or website using Facebook. The full version includes an a description of the benefits to your brand of enacting a successful replying strategy, and a walk-through of how to reply to positive commenters, disruptive commenters and trolls, and spammers.
Facebook isn’t just a broadcast medium, but a two-way conversation between your and your fans. Communicating directly with those who Like your Page by replying to their wall posts and comments on your Page updates can help fans feel appreciated, increasing their loyalty and the likelihood that they’ll follow your calls to action. It can also inspire them to leave more comments on your Page updates, increasing their news feed optimization — the level of visibility your posts have in the news feed.
Here we’ll explain how to formulate a reply strategy for your Page that offers the greatest benefits for the level of resources you can devote to your Facebook Page’s community, and explain how it can improve brand loyalty, avert customer service disasters, and keep conversation on your Page productive.

When To Engage
Comments fall into four broad categories:
  • Positive comments – Those that thank your brand for the value it provides the commenter.
  • Constructive negative comments  – Those that criticize your brands for flaws in your product or service.
  • Disruptive negative comments (Trolls) – Non-constructive insults to your brand or other members of your fan community, and non-sensical comments designed to distract and interrupt the conversation.
  • Spam – Links or mentions of unrelated websites or brands.
Constructive Negative Comments
Constructive negative comments are the most important to respond to because if these fans aren’t appeased they can start evangelizing against your brand and cause customer service and public relations disasters. In a famous example, a man who rode a certain airline had his guitar broken in transit. When his attempts to contact the company through social media were ignored, he created a video criticizing the airline that received millions of views and hurt the company’s business.
In most cases, the best strategy is to apologize for the fan’s negative experience without admitting that there is a flaw in your product or service. If you’re sure there’s a simple solution to their problem, kindly explain it in your reply.
For example, if they say “I don’t enjoy your website because you require an account to upload photos, but I don’t know how to create an account”, you could reply “Sorry to hear you’re having trouble creating an account. You can create one by visiting this link www.examplesite.com/create or by clicking the ‘Create Account’ button at the bottom right corner of the home page.”
If it’s not exactly clear what their problem is, you aren’t exactly sure of the solution, or the solution may be complicated, refer them to your customer service department or provide contact information for someone they can privately communicate their issue with. You don’t want to have a negative customer service conversation in public where it might give other fans the impression that there are problems with your brand.

For example, if you received a comment saying “I bought your food product but it tasted rotten”, you could reply “Sorry to hear you had an issue with our food product. Please contact our customer service department here www.examplesite.com/service and we’ll see what we can do for you.”
Conclusion and Priorities
Every organization needs to decide how many resources they will devote to community engagement. In general, though, you should prioritize replying to the different kinds of comments in this way:
1. Replying to constructive negative comments to keep the authors of those comments from causing problems for your brand in the future
2. Deleting the comments of or banning trolls and spammers
3. Replying to the best positive comments to create brand evangelists
4. Replying to the remainder of positive comments
Walk-throughs for replying to positive comments and dealing with disruptive commenters, as well as Page management and moderation strategies  can be found in the Facebook Marketing Bible, Inside Network’s complete guide to marketing your brand using Facebook.

Friends, Horoscopes, Music, Videos and Foursquare on This Week’s Top 20 Growing Facebook Apps by DAU


We found an array of Facebook applications on our list of the fastest growing 20 list by daily active users this week. There were some that provided horoscopes, others that analyzed your profile, some allowed you to view videos, then there was a family tree app, a music app, a Page admin app, and a few others. The apps on our list grew from between 371,200 and 2 million DAU. We compile the list using AppData, our data tracking service covering traffic growth for apps on Facebook, and covers those that gained the most users in the past seven days.
Top Gainers This Week
NameDAUGainGain,%
1. Daily Horoscope3,023,552+2,093,189+225%
2. Static HTML: iframe tabs1,499,375+376,719+34%
3. Yahoo!8,364,077+248,498+3%
4. Army Attack248,937+245,206+6,572%
5. BandPage by RootMusic1,739,736+193,448+13%
6. 開心水族箱1,607,342+168,033+12%
7. The Fortune Teller1,118,319+161,301+17%
8. Friend Matrix151,152+149,140+7,413%
9. WhoIsNear?223,963+149,104+199%
10. Video Forever164,643+145,604+765%
11. Windows Live Messenger15,862,334+142,941+0.91%
12. Foursquare245,240+111,306+83%
13. Astrology2,064,357+102,737+5%
14. Family Tree277,146+101,302+58%
15. Mynet Çanak Okey650,629+95,480+17%
16. askvideolari95,905+93,289+3,566%
17. Video Anatolia89,265+89,260+1,785,200%
18. Your World Rank145,533+87,375+150%
19. Komşu Çiftlik938,285+79,548+9%
20. MyPad for iPad371,179+79,231+27%
Daily Horoscope grew by more than 2 million DAU; the app grew in Turkey and tells users they will be able to receive daily updates on their Walls. Astrology, with 102,700 DAU, asks users to receive daily Wall posts of horoscopes as well.
There was a selection of friend-related apps apps, too. The Fortune Teller is a profile analyzer that added 161,300 DAU, as is Friend Matrix added 149,100 DAU (it’s a Connect app), Your World Rank added 87,400 DAU and publishes profile statistics as a feed story. Finally WhoIsNear? is a combination check-in and social app that publishes feed stories when you check-in to wherever you are on Facebook; the app grew by 149,100 DAU.

Video apps included Video Forever with 145,600 DAU, askvideolari with 93,300 DAU and Video Anatolia with 89,300 DAU. Each app allows users to view and share videos on Facebook.
The rest of the list included a variety of apps. Static HTML: iframe tabs grew by 376,700 DAU; the app allows Page admins to create customized tabs. Yahoo’s app grew by 248,500 DAU. BandPage by RootMusic grew by 193,500 DAU mostly in the United States.
Windows Live Messenger grew by about 143,000 DAU. Foursquare grew by 111,300 DAU in the US and Indonesia. Family Tree, a genealogy Facebook app, grew by 101,300 DAU in the US. Finally, the Facebook app for ipad, MyPad for iPad, grew by 79,200 DAU.
All data in this post comes from our traffic tracking service, AppData. Stay tuned for our look at the top emerging apps on Friday.

Announcing Inside Virtual Goods: Spending and Usage Patterns of the Social Gaming Audience 2011

If 2010 is remembered as the year that games on social networks became a billion dollar business, 2011 is quickly becoming the year that the industry is starting to mature. Facebook is mandating Credits effective July 1st, creating massive changes in the monetization ecosystem, last year’s hit games are fighting for their lives, and new developers and games are climbing the leaderboards. At the same time, larger players are consolidating smaller studios and teams, and large media companies and traditional game developers continue to plot their social gaming strategies.



That’s why we’re excited to announce today a new original study in our Inside Virtual Goods series by co-authors Justin Smith and Charles Hudson that is exclusively focused on spending and usage patterns in the social gaming market, entitled Inside Virtual Goods: Spending and Usage Patterns of the Social Gaming Audience 2011. The second annual installment of this report, it will be released on Tuesday, June 14, but is available for discount pre-order now.
Most of the studies on player spending and usage patterns in social games over the last year have actually been conducted by industry vendors. Inside Virtual Goods: Spending and Usage Patterns of the Social Gaming Audience 2011 is our exclusive independent look at the virtual goods spending and behavior patterns of social game players on Facebook — data you won’t find anywhere else.





About the Report
Inside Virtual Goods: Spending and Usage Patterns of the Social Gaming Audience 2011 gives you an inside view of the market at this critical juncture in the intersection of social networking and online games.
We have surveyed nearly 2,000 players of social games on Facebook from around the world and across the demographic spectrum. Inside Virtual Goods: Spending and Usage Patterns of the Social Gaming Audience 2011 is the most in-depth independent survey of player behavior and spending patterns in the social gaming market.
What We Cover
  1. Spending Habits and Payment Methods in Top Games – It’s easy to compare games based on audience numbers, but which games monetize better? What payment methods do players use most often in top games? How is the shift to Credits affecting player behavior? We investigate how spending patterns compare across top social games.
  2. Frequency of Play and Methods of Game Discovery - As Facebook has cut down on developer access to viral channels, designing an engaging and viral game is becoming both increasingly important and challenging. We investigate which games people play most frequently, and which methods of social game discovery are most effective for top games.
  3. Demographic Differences by Region, Age, and Gender – While the social gaming market is increasingly global, the audience is also becoming increasingly diverse by age and gender. How do different segments of the audience differ in terms of spending and usage patterns inside social games? We take an in depth look.
  4. Brand Recall for Social Games – How important are brands, and how well can users identify developers of top games? We investigate brand recall amongst social game players.
See the full table of contents below:
Table of Contents
I. Methodology and Respondents

1. Introduction
  • About Inside Virtual Goods
  • About the Authors
  • Survey Objectives
2. Research Methodology
  • Target Population
  • Respondent Acquisition Method
  • Survey Structure
  • Potential for Bias
3. Survey Respondents
  • Description of Total Respondent Population
  • Total Number of Respondents
  • Overall Breakdown
II. Overall Results

4. Favorite Game
  • Distribution of Favorite Game
  • Frequency of Play
  • Favorite Game Discovery
  • With Whom Do You Play?
  • Spending on Favorite Game
5. Payments
  • Consumer Perception of Facebook Credits
  • Frequency of Payment Methods
6. Play Patterns, Spending, and Brand Recall for Top Games
  • Frequency of Play in Top Games
  • Spending in Top Games
  • Aided Brand Recall for Top Games
7. Mobile Platform and Game Adoption by Social Game Players
III. Demographic Differences in Usage Patterns and Monetization

8. Age and Gender Differences
  • Who are the Social Gaming “Whales”?
  • Spend Across Games
  • Trends in Favorite Games by Age and Gender
  • Analyzing the Top Two Games
  • How Do Midcore Games Compare?
9. Regional Differences
  • Game Discovery and Spending
  • Favorite Game
  • Payment Types
Appendix
  • Survey Questions
More Data, More Actionable Insights
In 2009 and 2010, social games began to show what kind of value can be created on top of social networks. 2011 will be an even more important year as the industry continues to mature.
Social gaming, powered by virtual goods, is this year’s industry to watch. If you’re involved, or are considering jumping in, Inside Virtual Goods will be one of your most important tools.
One year of original data and exclusive in-depth reports delivered on a quarterly basis is $2,495 and contains:
  • A detailed overview of the current state of the industry
  • Specific estimates on market size by segment
  • Diagnosis of key opportunities and issues by segment

Monday, May 30, 2011

As Zynga Looks to IPO, Its Traffic on Facebook Stays High

Most developers on Facebook have many ups and downs, with an emphasis on the downs over the last 12 months or so as Facebook has cut back on viral channels. Zynga stands out not just for dwarfing the rest of the market, but because it has managed to keep traffic so high for so long.
A look back at the past few years in AppData provides a quick explanation of Zynga’s story, that will get the attention of investors trying to decide how to value it when it reportedly files to go public later this year.

The Data Timeline

At the end of 2008, Zynga was in a pretty good position. It had figured out how to monetize through virtual goods in its first hit, Texas Hold’Em Poker. It was in the process of launching Mafia Wars and a long line of other text-based role-playing games on Facebook, MySpace and other social networks. It was on its way to dominating that category through copying the competition, then using a careful combination of aggressive viral tactics, gradual but consistently improving game quality, back-end scaling expertise to handle the incoming traffic at the right times, and everything else that would eventually become the so-called “Zynga Playbook.”
It had 23.9 million monthly active users.

(Note that you can access the full data history for Zynga and its games, in our AppData Pro tracking service.)
Almost all of its growth since then came in 2009. It moved into the simulation category with the launch of FarmVille in June of that year, with the tailwind of Facebook’s spammily-designed Twitter style of news feed pushing the game far and wide across the social network. It also had capitalized on Facebook’s increasingly sophisticated advertising tool to cheaply and effectively reach users before most other developers (or other advertisers) were. Well-timed investments into all parts of the company, including fast hiring of experienced leaders in gaming, and in business and technical fields in other parts of Silicon Valley — a story that the company hasn’t talked about much yet.

Facebook’s New Desktop Software Team Could Build Apps to Report Media Consumption

Facebook is accepting applications from engineers to join a new desktop software team at its Seattle office. The responsibilities of the “Software Engineer, Desktop Software” position we noticed last week include creating Mac and/or Windows desktops apps and building server-side APIs.
Based on several trends and the company’s principles we believe the new team could be working to develop software that reports media usage, such as music listening or video watching habits, so that users could easily share this info with friends. It could also be working on a photo uploader, or less probably, a Facebook internet browser.

Turning Media Consumption Into Facebook Content

The social network is becoming an increasingly important part of entertainment consumption. There are reports that Facebook is working on a deep integration with music streaming service Spotify that could allow users to share music with friends, and even listen to the same song at the same time. Meanwhile, some third-party developers are experimenting with offering film rentals in exchange for Facebook Credits.
With a nearly half of the most popular Facebook Pages belonging to musicians and television shows, the service is already is key source of entertainment news. Since the entertainment people consume is a way they define their identity, desktop software that helps users publish this information could populate Facebook with compelling content without burdening users. The software could turn users into authors of entertainment content, allowing them to easily post what DVDs or video files they watch, or what songs and artists they’re listening to most.
It could function similarly to Last.fm’s scrobbler which reports listening habits from iTunes, iPods, Spotify, Winamp, VLC media player and many web music services. Desktop software could prompt users to Like the Pages of the content they consume, or persistently display there latest consumption habits on their profile. These types of posts or information could also help a user’s friends discover entertainment Pages to Like, which might help draw support for Facebook desktop software from content creators.

Other Potential Desktop Software Projects

The desktop software team could also build a photo uploader that could reduce drop off in the upload process, or allow users to automatically upload photos when they import them from their cameras.
Some third-parties have attempted to build Facebook-centric internet browsers such as Rockmelt and Wowd, but neither have managed to attain significant traction, which may indicate users aren’t in dire need of this type of solution. A browser project could require a lot of engineering resources, and with Facebook’s focus on HTML5, we don’t see this as a probable direction for the desktop software team.
Media usage scrobbling desktop software would align well with Facebook Pages for content creators, and turn entertainment into more of a two-way conversation. With users learning about music, TV, film and other content verticals from both official outlets and their friends, desktop software could make media consumption more social, and make Facebook an even more attractive place for media advertisers.

The Inside Network Job Board is dedicated to providing you with the best job opportunities in the Facebook Platform and social gaming ecosystem.
Here are this week’s highlights from the Inside Network Job Board, including positions at AdParlor6waves, Openfeint, TaggedTinyCoPopCap GamesContext OptionalRobloxPopCap Games and Kixeye.