SocialFeet Executive Summary

SocialFeet is a Social Media Distribution Network. Our mission is to help

unlock the social power of thousands of websites. We capture “social actions” (such
as posting, commenting, video views, etc.) and distribute stories about these
actions to Facebook and the SocialFeet widget network (Twitter coming soon),
driving traffic back to where these actions are occurring.
A few notable sites like Evite, JibJab and PerezHilton have tapped into FB
connect and witnessedtheir traffic soar. But thousands of other amazing sites are
currently missing the opportunity to share the rich interactions on their site with the
friends of their users. Unfortunately, FB integrations can be costly and time-
consuming. For example, Netflix took 3 months to implement FB Connect.
Our approach is to make Facebook integrationas simple as possible. By
offering a template for integration, our partners can focus on the key issues like
their call to action, what newsfeed images to use ,etc., rather than the mundane
issues the xd_receiver file and confirmation dialogue boxes. By using a metric-
driven approach (A/B testing, instrumenting the viral loop, etc.), we are developing
the most effective user interface for FB integration. As a result, we can capture a
half-dozen or more social actions on their site and start distributing them on
Facebook in hours rather than weeks or months. Perhaps more importantly, these
sites are more likely to be successful because we can make sure that they are using
as many viral channels on Facebook as effectively as possible.

SocialFeet’s Basic and Premium FB Integration

For a basic SocialFeet integration, a site merely drops in a single javascript
tag of code.1 With this tag installed, sites can immediately authenticate visitors with
FB connect, capture basic social actions like page views, and distribute them to
their friends via Facebook and our network of widgets (with the users explicit
permission, of course.) The process can take less than five minutes, and it is
offered free of charge (although we insert interstitial ads on some returning traffic
links.) Each widget has a “grab this” link to promote viral adoption of SocialFeet.

1
When Facebook rolls out its expected changes for creating API keys, we will follow suit by
creating separate keys for each domain that we help integrate and whatever else is required
by FB’s fourth-party rules.
 For a premium integration, sites can customize the colors, size and
functionality of the widget as well as capture any advanced actions (like watching a
video or posting a picture) that are occuring on their site. This integration can take
as little as a few hours. Premium sites pay per click for returning traffic. Our basic
product is currently being used by 200 beta sites and we have one premium widget
on e-thePeople.org capturing actions like posting and comment ratings. We are in
advanced discussions with three sizable sites interested in working with us.

The SocialFeet User Experience

SocialFeet is fun and easy to use. First, a user performs a “social action” (like
posting a comment or viewing a video) on a site with SocialFeet as they normally
would. Then, the visitor is promptedto log in to Facebook. Once they have logged
in, a dialogue box asks them for permission to share their actions on Facebook and
throughout the SocialFeet network. With the premium widget, all important aspects
like logos and actions are completely customizable.

The SocialFeet Team

The SocialFeet team has extensive technology and entrepreneurial experience.
Team members have founded and sold multiple companies in the past.
Nathaniel McNamara – CEONathaniel was an investor with HIG Ventures ($300M
fund), President of Chintano (sold to Datran Media), Director of Business
Development at PrivacyBank.com (sold to InfoSpace). Previously: McKinsey,
JPMorganChase, Clinton Administration. Carnegie Mellon University (BS & MS) and
University of Pennsylvania (MBA).
Michael Weiksner – Chairman – Mike is acandidate for PhD at Stanford (expected
graduation: June 2009). A research TA for the infamous “Facebook class” in 2007.
Founder of e-thePeople.org. Consultant and Internet analyst in the late ‘90s. BS in
Computer Science from Princeton.
Phillip Ross – Lead Core Engineer –Scalability and stability expert. Worked with
Jeff at Visible Path.
Jeff Patterson – Advisor– Jeff was the founding CTO of IUMA (Internet
Underground Music Archive) in 1993 (top 10 web property at the time), CTO of
Visible Path (Kleiner Perkins backed and sold to Dun & Bradstreet). Jeff was named
one of the 50 people to watch in the future by Newsweek.
Conclusion
SocialFeet uses Facebook Connect and other social distribution sites to help people
share their “social actions” on hundreds of sites. Thousands of sites want to tap
into the social graph but do not have the expertise or resources to get started, and
we are eager to help them.