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1、Facebook:the“social media”revolutionA study and analysis of the phenomenon,Paris,October 3rd 2007,03.10.2007 Facebook study,2,This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported license.To view a copy of thislicense,visit http:/creativecommons.org/licen
2、ses/by-nc-sa/3.0/or send aletter to Creative Commons,171 2nd Street,Suite 300,San Francisco,California,94105,USA.,03.10.2007 Facebook study,3,Summary,Facebook:key facts and figuresFacebook revenue modelMeasuring social media:2 business casesUniversity students:exchange andcollaborateBloggers:communi
3、cate and get feedbackConclusion03.10.2007 Facebook study,4,Summary,Facebook:key facts and figuresFacebook revenue modelMeasuring social media:2 business casesUniversity students:exchange andcollaborateBloggers:communicate and get feedbackConclusion03.10.2007 Facebook study,5,History,In February 2004
4、,Facebook was created by Mark Zuckerberg(with DustinMoskovitz,Chris Hughes and 2 other Harvard students)Initially,the membership was restricted to students of Harvard University,and subsequently expanded to other US and Canadian colleges then toEuropean and Asian colleges(email addresses with.edu)Si
5、nce September 11,2006,it has been available for any email addressglobally,but the interface is in English onlyOn May 24,2007,Facebook launched the Facebook Platform(f8)whichprovides a framework for developers(anyone)to create applications thatinteract with core Facebook featuresAs of Sept.25th 2007,
6、with 42 million active users,FaceBook is the secondlargest social networking site globally after MySpace,Source:Facebook,03.10.2007 Facebook study,6,Things you can do on Facebook,Keep in touch with your old friends and meet new onesPrivate and public messaging optionsKeep tabs on what your friends d
7、o via their News feedFind former schoolmates using the search featureUser groups let you discuss with others who share your interestsKeep them informed about what you do Update your status Share your pictures,blog messages and videos Promote events you are organizing or planning to attendAccess a we
8、alth of applications made for all purposes Fun,interactive applications Applications that let you publish content(photos,videos,notes,)Applications linked to other platforms(Flickr,Pownce,Twitter,)Retain your privacy Control what strangers and friends may see and read about you03.10.2007 Facebook st
9、udy,7,Explosive growth that accelerated in 2006,More than 42 million active users as of Sept.25th 2007:the second largestnetworking siteGrowth:270%between June 2006 and June 2007The number of active users has doubled since Facebook expandedregistration to include users outside US campuses in Sept.20
10、06Facebook is the sixth-most trafficked site in the USWorldwide Growth of SelectedSocial Networking SitesAge:15+,SocialNetworking,Total Unique Visitors(000),SiteMyspaceFacebookHi5FriendsterOrkutBeboTagged,Jun-0666,40114,08318,09814,91713,5886,6941,506,Jun-07114,14752,16728,17424,67524,12018,20013,16
11、7,%Change172%270%56%65%78%172%774%,Sources:Facebook,ComScore Media Metrix,faberNovelanalyses 03.10.2007 Facebook study,8,The evolution of the user base has been,synonymous with an expanded range of uses,A favorite among students(85%market share of 4-year US universities),but halfof Facebook users ar
12、e now outside of collegeFastest growing demographic:25-34 years old(+181%between May 2006 andMay 2007)Since the launch of the Facebook platform in May,almost 4000 applications havebeen created by third-party developersAge slice12-1718-2425-34,May2007,35+,Sources:Facebook,comScore Media Metrix,eM,fab
13、erNovel analyses03.10.2007 Facebook study,9,A feature of its users daily life,More than half of active users return daily People spend an average of 20 minutes on thesite daily More than 6 million active user groups on the site Over 55,000 regional,work-related,collegiate andhigh school networksActi
14、vity and loyalty are twokey characteristics of theFacebook communitySources:Facebook,comScore Media Metrix,faberNovel analyses03.10.2007 Facebook study,10,International growth at a frantic pace,Facebook has developed a strong following inEnglish-speaking countriesA third of the Canadian population h
15、asjoined Facebook as of June 2007,a growthof more than 3,000%in a yearThe United Kingdom is the third largestcountry with more than 5 million activeusers,London being the largest networkon Facebook(1,105,515 members as ofSept.11 2007)There is far less growth in Europe and Asia asthe website is only
16、available in EnglishTo act against knock-offs who took advantage ofFacebooks lack of international compatibility,amajor localization initiative will be launchedsoon:the website will be translated and thereforeaccessible to users from other countriesTop to bottom:Facebook,Vkontakte(RU),Sources:Facebo
17、ok,comScore Media Metrix,faberNovel analyses03.10.2007 Facebook study,Xiaonei(CHN),11,A closer look at the European situation,Facebooks growth in Europe mainly stems from the UKs dynamismFacebook has not had much success in Germany to dateFacebook has only secured a foothold in France recently but t
18、he results are showing,42,000 members in the Francenetwork in June 2007,andmore than 127,000 now(Sept.20th):a 300%growth!,Leading Social Networking sites ranked by European uniquevisitorsTotal unique visitors(000),This figure does not take intoaccount the people that do notjoin networks,or only join
19、,PropertyTotal Internet audience,Jan 2007218,063,July 2007224,759,%Change3%,OriginEU,school or business ones:the,site had almost 260,000 uniquevisitors in August 2007Observations by media agency,MYSPACE.COMSkyrock NetworkBEBO.COM,20,34111,3277,461,25,17613,78512,101,24%22%62%,USFRUK,KR Media France
20、show that,the number of visitors keptincreasing in the slow-trafficsummer months,hinting at an,FACEBOOK.COMHI5.COMPICZO.COM,2,0666,9797,557,10,7959,5548,035,422%37%6%,USUSUS,explosive growth with the start,of the school year,NETLOG.COM,8,140,7,450,-8%,BEL,Sources:Facebook,comScore Media Metrix,faber
21、Novel analyses,KR Media France,03.10.2007 Facebook study,of,12,A winning strategy:opening the platform,to third-party developers,Less than a month after its launch,the Facebook Platform had alreadyattracted more than 40,000 developers,and produced more than 1,500 newapplicationsOn Sept.25th 2007,the
22、 top 44 applications represented almost 200 millioninstallations and had a total of more than 16 million daily active users3,900 applications exist as of Sept.11,2007,while Facebook itself only offers13A long tail effect applies toapplications:the top ones attractmillions of users but the numbersqui
23、ckly drop for others down thelistA strategy which competitors willhave a hard time imitating,because,structural,differences:after the f8 launch,LinkedIn announced it would openitself to outside developers but thenecessary adjusments would takeSources:Facebook,comscore Media Metrix,Adonomics,nine mon
24、ths InsideFacebook,faberNovel analyses03.10.2007 Facebook study,13,Facebook applications are quickly,replacing specialized websites,Facebook is the n 1 photo sharing application on the Web(more than 2.7billion photos on the site and more than 14 million uploaded daily).The Photoapplication draws mor
25、e than twice as much traffic as the next three sitescombined(Photobucket,Yahoo!Photos,Webshots Community)There are three times more people invited through the Events applicationthan through a leading focused website such as EThe video application allows users to upload and record their own videos,di
26、splay them on their profile and send video messagesFacebook effectively provides a one-stop shop solution to its usersSources:Facebook,comscore Media Metrix,faberNovel analyses03.10.2007 Facebook study,Summary,Facebook:key facts and figuresFacebook revenue modelMeasuring social media:2 business case
27、sUniversity students:exchange andcollaborateBloggers:communicate and get feedbackConclusion,03.10.2007 Facebook study,14,15,Key financials,Funding:Fall 2004:$500,000 from Peter Thiel(a co-founder of Paypal)May 2005:$13 million from Accel PartnersApril 2006:$25 million from Greylock Partners,Accel Pa
28、rtners,Meritech Capital Partners and PeterThielAccording to the WSJ(Aug.23rd 2007),Facebook is on track for$30 million in profit this yearon$150 million in revenueRevenue model:Display ads:accounts for most of its current revenue through an advertising outsourcing deal withMicrosoft(CPM 0,30)Sponsor
29、ship:the sponsorship of groups seems to be the major potential source of future revenue($300,000 for a 3 month presence,up 200%in June 2007 vs.February 2007),more than 150companies are already present such as Nike,Victorias Secret,Gifts:limited edition gifts for sale at a low price($1)Valuation:Face
30、book turned down a$1 billion purchase offer from Yahoo!In 2006Microsoft is in talks to buy a stake of up to 5%in Facebook for$300 million to$500 million:thecompany could then be valued at more than$10 billion(Sept.25th 2007)Sources:Facebook,Wall Street Journal,V,KR Media France,faberNovel analyses03
31、.10.2007 Facebook study,16,Advertising deal with Microsoft offers,Facebook guaranteed revenues,The deal was signed in Aug.2006 for a duration of threeyears(just before Facebook became available to allusers)It aims at creating an attractive combination foradvertisersFacebook lets Microsoft provide se
32、arch and advertisinglistings to its usersMicrosoft is able to post advertising banners andsponsored links that appear on the left or the bottomof Facebook pagesFacebook can benefit from the Microsoft adCentersystem,which allows advertisers to filter their targetsso that their ads are relevantClickth
33、rough rates are low:0.04%on average(whileMyspace rates are 0.10%)A potential problem is the lack of relevance:conflicts ofimage arose when ads from prominent British companiesappeared on the pages of the British National PartyA localized sales house would make it far easier forFrench and European br
34、ands to tune in to FacebookadvertisingSources:Microsoft,Reachstudents,BBC,KR Media France,faberNovel analyses03.10.2007 Facebook study,Facebook is offering new advertising,products,Facebook,Homepage,Flyers,SponsoredStoriesSponsoredGroupsAdvertising solutions tailored for allkinds of situations,03.10
35、.2007 Facebook study,17,18,A low-cost and direct advertising solution,for users:Facebook flyers,Flyers let users make their own ads on Facebook at low pricesThe price is based on how many times the Flyer is viewedFlyers are displayed on the left side of Facebook pages,with thepossibility to:Choose t
36、argets by both gender and ageTarget specific colleges,and go further by specifying the education status desired(undergrad,grad student,alumni)Select regional networks you want your ad to be displayed onFlyers Pro,launched in Sept.2007,offer more more options:Selection more precise(by location,sex,ag
37、e,keywords,poltical views,relationship status and workplace)Specify how much you are willing to spend to advertise,by setting a maximumprice per click:the higher the price,the higher the chances your ad will be shownPricing is now CPC as opposed to CPMFacebooks lack of control has given rise to dece
38、ptive Flyers,launchingfake security warnings and prompting users to download varioussoftwaresSources:Facebook,The Register,faberNovel analyses03.10.2007 Facebook study,19,New advertising solutions:,homepage sponsored stories,Firms can target what everyone is payingattention to on Facebook:the users
39、NewsFeed,where a story about your product will bedisplayedOnly one sponsored story is displayed at atime,meaning advertisers will not be vying forattention against other adsA creative way of advertising:ClickthroughRates 10 to 20 times higher than simplebanner adsCompanies have the possibility to ch
40、oose alevel of filtering:Untargeted(Standard offer)By gender or location($2 premium)By their favorite interests,activities or movies(5$premium)Sources:V,faberNovel analyses03.10.2007 Facebook study,20,A recent source of revenue:,sponsored groups,As of Sept.2007,186 sponsored groups existon Facebook:
41、the cost for a sponsored groupis$300,000 for 3 months(after a 200%priceincrease!)The group creates a branded,personalenvironment where users can gather andinteractFrom an advertising perspective,the brandbecomes a participantOffers include packages and promotions tohelp spread the word on the groupM
42、ost popular groups(10/09/07):Apple Students:424,135 membersPINK Victorias Secret:345,728 membersNBA Finals Bracket-ball&Trivia Challenge:122,854 membersSources:Facebook,V,faberNovel analyses03.10.2007 Facebook study,21,Towards a Facebook economy:,Facebook applications development,With the launch of
43、the Facebook platform,Facebook has been touted as an online SocialOperating SystemFacebooks first acquisition in July 2007,Parakey,was a web OS companyFacebook allows developers to build their own applications,and lets them keep all the revenuesgenerated from its exploitationThe success of an applic
44、ation is highly dependent on the applications virality and its user baseDifferent ways of making money with an application:Promoting third-party applicationsSelling advertising spaceAttracting sponsorsSelling online servicesSelling productsDevelopment of a real Facebook eco-systemFacebook app factor
45、ies:Rockyou(superstar with the apps Horoscopes,X-Me and SuperWall),Slide,AppFactory programme launched by VC Bay Partners,Social Media,30boxes,AF83,Internal(in third party applications)ad networks have sprouted:Lookery,FBExchange,RockYou,EggNetwork,Cubics,Appsaholic,In Sept.2007,the$10 million fbFun
46、d was created by Facebook,offering grants ranging from$50,000 to$250,000 to aspiring applications developersSources:Facebook,CNN.com,Rockyou,faberNovel analyses03.10.2007 Facebook study,22,Applications obey to certain rules specific,to Facebook,More and more renowned companies are developing their o
47、wn Facebook application,inorder to reach a new audienceDesigning and spreading an application on Facebook requires a particular expertise thatmedia companies seem to lack,Their applications fail to draw massive amount of daily active users(26/09/07)Even Yahoo!,a company that knows how to distribute
48、media on the Web,had to turn toapplication giant RockYou to redesign its application and attract usersEvolution of the Yahoo!Music Videos applicationWhether the problem comes from design issues,the applications content or a lackof understanding on how to drive traffic to an application(viral spreadi
49、ng,advertising),it seems that companies do not understand the Facebook platform yetSources:Facebook,InsideFacebook,Rockyou,faberNovel analyses 03.10.2007 Facebook study,Summary,Facebook:key facts and figuresFacebook revenue modelMeasuring social media:2 business casesUniversity students:exchange and
50、collaborateBloggers:communicate and get feedbackConclusion,03.10.2007 Facebook study,23,24,Online communities navigate between,media and social sites,Media sites,where users mostly produce contentThe objective for users is to increase their visibility as a brand,individual or companyThe actors are s
