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1、Facebook:the“social media”revolutionA study and analysis of the phenomenonParis,October 3rd 200703.10.2007 Facebook 2This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported license.To view a copy of thislicense,visit http:/creativecommons.org/licenses/by-nc
2、-sa/3.0/or send aletter to Creative Commons,171 2nd Street,Suite 300,San Francisco,California,94105,USA.03.10.2007 Facebook study3SummaryFacebook:key facts and figuresFacebook revenue modelMeasuring social media:2 business casesUniversity students:exchange andcollaborateBloggers:communicate and get
3、feedbackConclusion03.10.2007 Facebook study4SummaryFacebook:key facts and figuresFacebook revenue modelMeasuring social media:2 business casesUniversity students:exchange andcollaborateBloggers:communicate and get feedbackConclusion03.10.2007 Facebook study5HistoryIn February 2004,Facebook was creat
4、ed 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)Since September 11,20
5、06,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,with 42 million ac
6、tive users,FaceBook is the secondlargest social networking site globally after MySpaceSource:Facebook03.10.2007 Facebook study6Things you can do on FacebookKeep in touch with your old friends and meet new onesPrivate and public messaging optionsKeep tabs on what your friends do via their News feedFi
7、nd 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 wealth of applications ma
8、de 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 study7Explosive growth th
9、at accelerated in 2006More 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.2006Facebook is the sixth-mo
10、st trafficked site in the USWorldwide Growth of SelectedSocial Networking SitesAge:15+SocialNetworkingTotal Unique Visitors(000)SiteMyspaceFacebookHi5FriendsterOrkutBeboTaggedJun-0666,40114,08318,09814,91713,5886,6941,506Jun-07114,14752,16728,17424,67524,12018,20013,167%Change172%270%56%65%78%172%77
11、4%Sources:Facebook,ComScore Media Metrix,faberNovelanalyses 03.10.2007 Facebook study8The evolution of the user base has beensynonymous with an expanded range of usesA favorite among students(85%market share of 4-year US universities),but halfof Facebook users are now outside of collegeFastest growi
12、ng 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 slice12-1718-2425-34May200735+Sources:Facebook,comScore Media Metrix,eM,faberNovel analyses03.10.2007 Facebook stud
13、y9A 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 networksActivity and loyalty are twokey characteristic
14、s of theFacebook communitySources:Facebook,comScore Media Metrix,faberNovel analyses03.10.2007 Facebook study10International growth at a frantic paceFacebook has developed a strong following inEnglish-speaking countriesA third of the Canadian population hasjoined Facebook as of June 2007,a growthof
15、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 available in EnglishTo act against knock-offs
16、 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:Facebook,comScore Media Metrix,faberNovel analyses0
17、3.10.2007 Facebook studyXiaonei(CHN)11A closer look at the European situationFacebooks 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 the results are showing42,000 members in the Franc
18、enetwork 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 joinPropertyTotal Internet audienceJan 2007218,063July 2
19、007224,759%Change3%OriginEUschool or business ones:thesite had almost 260,000 uniquevisitors in August 2007Observations by media agencyMYSPACE.COMSkyrock NetworkBEBO.COM20,34111,3277,46125,17613,78512,10124%22%62%USFRUKKR Media France show thatthe number of visitors keptincreasing in the slow-traffi
20、csummer months,hinting at anFACEBOOK.COMHI5.COMPICZO.COM2,0666,9797,55710,7959,5548,035422%37%6%USUSUSexplosive growth with the startof the school yearNETLOG.COM8,1407,450-8%BELSources:Facebook,comScore Media Metrix,faberNovel analyses,KR Media France03.10.2007 Facebook studyof12A winning strategy:o
21、pening the platformto third-party developersLess 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 top 44 applications represented almost 200 millioninstallations and had a total of m
22、ore 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 numbersquickly drop for others down thelistA strategy which competitors willhave a hard time im
23、itatingbecausestructuraldifferences:after the f8 launch,LinkedIn announced it would openitself to outside developers but thenecessary adjusments would takeSources:Facebook,comscore Media Metrix,Adonomics,nine months InsideFacebook,faberNovel analyses03.10.2007 Facebook study13Facebook applications a
24、re quicklyreplacing specialized websitesFacebook 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 more than twice as much traffic as the next three sitescombined(Photobucket,Yahoo!Photos,Websho
25、ts 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,display them on their profile and send video messagesFacebook effectively provides a one-stop
26、shop solution to its usersSources:Facebook,comscore Media Metrix,faberNovel analyses03.10.2007 Facebook studySummaryFacebook:key facts and figuresFacebook revenue modelMeasuring social media:2 business casesUniversity students:exchange andcollaborateBloggers:communicate and get feedbackConclusion03.
27、10.2007 Facebook study1415Key financialsFunding: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 Partners,Meritech Capital Partners and PeterThielAccording to the WSJ(Aug.23rd 2007),Facebook is on t
28、rack 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)Sponsorship:the sponsorship of groups seems to be the major potential source of future revenue($300,000 fo
29、r 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:Facebook turned down a$1 billion purchase offer from Yahoo!In 2006Microsoft is in talks to buy a stake
30、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 analyses03.10.2007 Facebook study16Advertising deal with Microsoft offersFacebook guaranteed revenuesThe deal
31、 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 search and advertisinglistings to its usersMicrosoft is able to post advertising banners andsponsored li
32、nks 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 relevantClickthrough rates are low:0.04%on average (whileMyspace rates are 0.10%)A potential problem is the lack of r
33、elevance: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 brands to tune in to FacebookadvertisingSources:Microsoft,Reachstudents,BBC,KR Media France,faberNovel
34、analyses03.10.2007 Facebook studyFacebook is offering new advertisingproductsFacebookHomepageFlyersSponsoredStoriesSponsoredGroupsAdvertising solutions tailored for allkinds of situations03.10.2007 Facebook study1718A low-cost and direct advertising solutionfor users:Facebook flyersFlyers let users
35、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 targets by both gender and ageTarget specific colleges,and go further by specifying the education status desired(u
36、ndergrad,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,age,keywords,poltical views,relationship status and workplace)Specify how much you are willing to spend to advertis
37、e,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 deceptive Flyers,launchingfake security warnings and prompting users to download varioussoftwaresSources:Facebook,The
38、 Register,faberNovel analyses03.10.2007 Facebook study19New advertising solutions:homepage sponsored storiesFirms can target what everyone is payingattention to on Facebook:the users NewsFeed,where a story about your product will bedisplayedOnly one sponsored story is displayed at atime,meaning adve
39、rtisers 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 choose alevel of filtering:Untargeted(Standard offer)By gender or location($2 premium)By their favorite interests,activ
40、ities or movies(5$premium)Sources:V,faberNovel analyses03.10.2007 Facebook study20A recent source of revenue:sponsored groupsAs of Sept.2007,186 sponsored groups existon Facebook:the cost for a sponsored groupis$300,000 for 3 months (after a 200%priceincrease!)The group creates a branded,personalenv
41、ironment where users can gather andinteractFrom an advertising perspective,the brandbecomes a participantOffers include packages and promotions tohelp spread the word on the groupMost popular groups(10/09/07):Apple Students:424,135 membersPINK Victorias Secret:345,728 membersNBA Finals Bracket-ball&
42、Trivia Challenge:122,854 membersSources:Facebook,V,faberNovel analyses03.10.2007 Facebook study21Towards a Facebook economy:Facebook applications developmentWith the launch of the Facebook platform,Facebook has been touted as an online SocialOperating SystemFacebooks first acquisition in July 2007,P
43、arakey,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 application is highly dependent on the applications virality and its user baseDifferent ways of making money with an application:P
44、romoting third-party applicationsSelling advertising spaceAttracting sponsorsSelling online servicesSelling productsDevelopment of a real Facebook eco-systemFacebook app factories:Rockyou(superstar with the apps Horoscopes,X-Me and SuperWall),Slide,AppFactory programme launched by VC Bay Partners,So
45、cial Media,30boxes,AF83,Internal (in third party applications)ad networks have sprouted:Lookery,FBExchange,RockYou,EggNetwork,Cubics,Appsaholic,In Sept.2007,the$10 million fbFund was created by Facebook,offering grants ranging from$50,000 to$250,000 to aspiring applications developersSources:Faceboo
46、k,CNN.com,Rockyou,faberNovel analyses03.10.2007 Facebook study22Applications obey to certain rules specificto FacebookMore and more renowned companies are developing their own Facebook application,inorder to reach a new audienceDesigning and spreading an application on Facebook requires a particular
47、 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 media on the Web,had to turn toapplication giant RockYou to redesign its application and attract usersEvolution of the Yahoo!Mu
48、sic Videos applicationWhether the problem comes from design issues,the applications content or a lackof understanding on how to drive traffic to an application(viral spreading,advertising),it seems that companies do not understand the Facebook platform yetSources:Facebook,InsideFacebook,Rockyou,fabe
49、rNovel analyses 03.10.2007 Facebook studySummaryFacebook:key facts and figuresFacebook revenue modelMeasuring social media:2 business casesUniversity students:exchange andcollaborateBloggers:communicate and get feedbackConclusion03.10.2007 Facebook study2324Online communities navigate betweenmedia a
50、nd social sitesMedia sites,where users mostly produce contentThe objective for users is to increase their visibility as a brand,individual or companyThe actors are specialized according to their role on the site:producers,consumers,A“portal”history with a common homepage for users,with little custom