Which pages use fan gates? social login? what info is required? what is the aim of most successful apps?

1. Analysis of the top 150
Facebook pages in France,
United Kingdom & USA
Focus on Page tab application usage
June 2013

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Executive Overview
Some similarities across analyzed geos
Some differences
Email, Birthday & Likes are the 3 most requested
pieces of information
Game and Service apps are the 2 most common
(~60% in each country)
Pages of CPG brands have the most apps
The telco sector offers popular apps across all geos
Fan gates are used a lot in France, much
less in the UK and US
The music sector uses a lot of Facebook apps in the UK
French Facebook pages contain a lot of
contest apps.

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How many pages have
apps requiring a “social
opt-in”?

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What is the social opt-in?
Facebook apps can display their content to all
visitors or require a “social opt-in”
Example: A contest app might require name, birthday and email address
The social opt-in requires certain Facebook profile
information in exchange for access to the app
The social opt-in can, at the same time, be used to
aquire opt-ins for other channels, including email

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Top 150 Facebook page analysis
69 apps in total
28% of pages contain at least one application
CPG, Sport & E-commerce represent 60% of all pages with apps
The CPG industry dominates with 36% of
pages with apps
Sector Nb pages with apps %
CPG
Sport
E-commerce
Video Games
Television
Telecom
Cinema
Fashion
Entertainment
Music
Retail
Total
15
5
5
4
4
3
2
1
1
1
1
42
35.7%
11.9%
11.9%
9.5%
9.5%
7.1%
4.8%
2.4%
2.4%
2.4%
2.4%
100%

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Top 150 Facebook page analysis
36 apps in total
19% of pages contain at least one application
Music, Sports & CPG represent 72% of all pages with apps
The music industry dominates with
41% of pages with apps
Sector Nb pages with apps %
Music
Sports
CPG
Entertainment
Resaturant
High-Tech
Telecom
Misc
Total
12
5
4
3
2
1
1
1
29
1.4%
17.2%
13.8%
10.3%
6.9%
3.5%
3.5%
3.5%
100%

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Top 150 Facebook page analysis
The three sectors represent 51% of all pages with apps
Main sectors:
CPG, Music & Television
45 apps in total
24% of pages contain at least one application
Sector Nb pages with apps %
CPG
Music
Television
Cinema
Restaurant
Video Games
Retail
Fashion
E-commerce
Entertainment
Telecom
Total
6
6
6
5
4
4
1
1
1
1
1
36
17%
17%
17%
14%
11%
11%
3%
3%
3%
3%
3%
100%

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Are brands using fan gates
to restrict access to app
contents?

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What is a fan gate?
A fan gate is a request to “like” the Facebook
page in order to access the app content.
It’s done to boost the number of fans

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Applications behind a fan gate
19% of UK page tab applications are behind a fan gate
UK uses it with care
Only 9% of US page tab applications are
behind a fan gate
The country that uses fan gate the most:
FRANCE 68% of French page tab applications are behind a fan gate
France
Yes
No
United Kingdom United States
Count of
Fan gate
% of
Fan gate
Count of
Fan gate
% of
Fan gate
Count of
Fan gate
% of
Fan gate
47
22
68%
32%
7
30
19%
81%
4
41
9%
91%

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What is the most required
data?

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Type of information requested by application
The top 3 pieces of information are email, birthday and likes
Few apps ask for nothing
Few apps ask for too detailed information
Surely because they can not leverage it
Sector Nb pages with apps %
Email
Birthday
Likes
Nothing
Location
Photos or Friends info
Hometown of interest
Activities
Checkins Events or
Status relationship
48
26
20
12
8
5
3
2
1
70%
37%
29%
17.4%
11.6%
7.2%
4.3%
2.9%
1.4%

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Type of information requested by application
U.S. apps request the same information as the French ones:
Email, Birthday and likes
Sector Nb pages with apps %
Email
Birthday
Likes
Friends’ Information
Nothing
Current City Photos
Location News Feed
Hometown
Interest Current city
Activities
28
18
14
9
7
6
5
4
2
62%
40%
31%
20%
16%
13%
11%
9%
4%

14. Sector Nb pages with apps %
Email
Nothing
Birthday
Likes
Friends info photos
Location
Hometown Checkins
Events
18
11
9
5
3
2
1
50%
30.5%
25%
13.9%
8.3%
5.6%
2.8%
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The top requested information is email
UK apps often do not leverage social data with 30% of apps
requiring a social opt-in without requesting any specific
information
Type of information requested by application

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What are the value
propositions of applications
with social sign-on?

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Different types of applications used
GAME
Give access to fun games like photo contest, offer a fun gift to a friend,
“bets on the next football match for fun”, “create your funny picture”, etc.
CONTEST Give a chance to win a prize
SERVICE Give access to general information, account management,
f-commerce content, recipe, tips, store locators, etc.
FREE CONTENT Give access to free content like music, videos, white papers, etc.
COUPON Permit coupon download
QUIZ Give access to a quiz without prizes
EXCLUSIVE CONTENT Give access to exclusive content
NEWSLETTER Permit subscription to a newsletter

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Top 3 types of applications
Game and service apps dominate worldwide
Contests are a French specialty
UK focuses on providing services to fans
Free content is a U.S. specialty
39% game
32% contest
17% service
41% service
16% game
14% newsletter
44% game
19% contest
11% free content

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Types of applications - Details
78% of apps worldwide
Types of promises
Game
Service
Contest
Coupon
Free Content
Exclusive Content
Newsletter & form filling
Wishlist
Quiz
France U.K. U.S. Total
39%
17%
32%
6%
0%
0%
0%
4.35%
1%
16%
41%
5%
5%
5%
11%
14%
0%
3%
44%
19%
8%
0%
11%
3%
6%
0%
0%
34.5%
24%
19%
4%
4%
3.5%
4.5%
2%
1%

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Pages with the best
“app engagement ratio”
by sector

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What is the “app engagement ratio”?
The ratio of MAU(monthly active users of an app) / fan count of
the page belonging to the app is a good
indicator of the engagement
It highlights the capacity of the brand to create engagement
around their applications and to provide the right “value props”

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Average ratios of applications’ - MAU / fan count by sectors (top 5)
In France, the E-commerce and Telco sectors have the most effective apps
France pages have globally the best ratios of apps MAU / fan count
In the U.S., Restaurants have the most effective apps
Ratios are lower than in France. The reason is simple: French Facebook pages have less fans so the
engagement is better. A Dunkin Donut app with 2M MAU artificially boosts this result.
In the U.K., High-tech has the most effective apps
UK is clearly lagging behind France and the US in terms of app usage
Sector App Engagement
E-commerce
Telecom
Sport
CPG
Fashion
11.85%
8.23%
3.83%
1.15%
0.68%
Restaurant
Television
E-commerce
Telecom
Music
15.45%
3.00%
1.35%
0.68%
0.53%
High Technology
Telecom
Sport
Restaurant
Music
2.88%
0.78%
0.60%
0.45%
0.18%

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Focus on the Top 20
most used apps on
the list

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Average MAU of top 20 apps
39,000 MAU on average for 1,002,000 fans - it’s a 3.89% engagement ratio
The best performance across analyzed geos
5 sectors dominate the top 20
There is no clear top performer sector
Contests clearly drive a lot of engagement
Sector split Count
CPG
E-commerce
Television
Video Games/Sport
Cinema / Telecom
6
5
3
2
1
%
30%
25%
15%
20%
10%
Contest
Game
Service
Coupon
Quiz
11
4
3
1
1
55%
20%
15%
5%
5%
Value prop split Count %

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Average MAU of top 20 apps
Sector split Count
Restaurant
Television
CPG
Music
Video Games
Telecom
Cinema
E-commerce
Fashion
Entertainment
3
3
3
2
2
2
2
1
1
1
%
15%
15%
15%
10%
10%
10%
10%
5%
5%
5%
Game
Service
Contest
Free Content
9
6
4
1
45%
30%
20%
5%
Value prop split Count %
236,000 MAU on average for 21,200,000 fans - it’s a 1.12% engagement ratio
A ratio 10x better than UK but 4x worse than France
No sector clearly differentiates
Games and services seem to convert more

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Average MAU of top 20 apps
Sector split Count
Music
Sport
CPG
Entertainment
Restaurant
5
4
3
3
3
%
25%
20%
15%
15%
15%
Service
Newsletter
Contest
Coupon
Exclusive & Free Content
Game
Quiz
7
3
2
2
3
2
1
35%
15%
10%
10%
15%
10%
5%
Value prop split Count %
8,000 MAU on average for 7,800,000 fans - it’s a 0.10% engagement ratio
The worst performance across analyzed geos
5 sectors dominate the top 20
There is no clear top performer sector
Service apps drive more engagement

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For more details about
Neolane Social Media
Marketing Solutions
http://bit/ly/neoSMM
http://twitter.com/Neolane

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Apendix

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Top 20 most used apps MAU
Application
Canal+ Pronostics Ligue 1 - Canal Plus (Television) / Game
My Warner - Warner Bross (Cinema) / Contest
Orange Mix - Orange (Telecom) / Service
Ma pièce montée - Yves Rocher (CPG) / Contest
Danette – Noël - Danette (CPG) / Contest
Mon Crazy Noël (Pixmania / E-Commerce)
Fnacwishlist (FNAC / E-Commerce)
Skyn (Manix / CPG)
le Bwalandrier de noel (Lapins Crétins / Video games)
PARIS Saint-Germain Pronostics ( PSG / Sport)
Les Applications CANAL+ (SAV Emissions / Television)
Crazy Hold-up (Pixmania / E-Commerce)
Quizz (Pix mania / E-Commerce)
Concours Fnac (FNAC / E-commerce)
La hotte du petit marseillais (Le Petit Marseillais / CPG)
Challenge Hyundai ( Olympique Lyonnais / Sport)
Axe (Axe / CPG)
Canal+ Pronostics Top 14 (Canal + / Television)
FIFA join the club (Sony Playstation / Video games)
Vos recettes Tagada (Tagada Haribo / CPG)
MAU
220,000
160,000
100,000
40,000
40,000
30,000
30,000
20,000
20,000
20,000
20,000
10,000
10,000
10,000
10,000
10,000
10,000
10,000
9,000
9,000

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Application (Brand/Sector)
One Direction Newsletter - One direction (Music) / Newsletter
Olympic Games City - London 2012 (Sport) / Game
We will find you 2012 - Kit Kat UK (CPG) / Contest
Inspired by wishes UK - Sony UK (High-Tech) / Coupon
Mr Bean Mishme - Mr Bean (Entertainment) / Service
Inspired by wishes UK (Sony UK / High-Tech)
Wanted world ( The wanted / Music)
Universal Music artist mailing list (Pixie Lott / Music)
Arsenal Profile Uploader (Arsenal / Sport)
BlackBerry Colours (BlackBerry / Telecom)
FREE Col. Sanders Autobiography (KFC / Restaurant
KIT KAT Cross Your Fingers 2012 (Kit Kat UK/ CPG)
Legendary prizes (Pizza Hut / Restaurant)
Nando's Find Yourself (Nando’s / CPG)
EMI Banners (John lennon / Music)
Queen Backstage (Queen / Music)
Shaun the Sheep Card Creator (Shaun the Sheep / Entertainement)
It Doesn't Count If… (KFC / Restaurant)
Chelsea FC Supporters' Clubs (Chelsea FC / Sport)
Chunky Champion 2013 ( Kit Kat UK / CPG)
MAU
30,000
30,000
20,000
10,000
10,000
10,000
6,000
4,000
4,000
3,000
3,000
3,000
2,000
2,000
2,000
1,000
800
600
600
500
Top 20 most used apps MAU

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Top 20 most used apps MAU
Application (Brand/Sector)
DD & Sim City Social - Dunkin’Donuts (Restaurant) / Game
AMC The Walking Dead Social Game - The Walking Dead (Television) / Game
Starbucks Blonde Roast - Starbucks (Restaurant) / Game
My Local Walmart Walmart (Retail) / Service
Owner's hub Samsung USA (Telcom) / Service
Wetopia (Justin Bieber / Music)
Joy Kingdom (The Ellen Degeneres Show / Television)
The listening toom (johnny Cash / Music)
VS Fashion Show (Victoria Secret / Fashion)
KIT KAT Grand Break (Kit Kat /CPG)
Disney Shop (Walt Disney World / Entertainement)
SpongeBob Mood (SpongeBob SquarePants / Television)
Note Maker (Samsung USA / Telecom)
Podcast (Libsyn) (George Lopez / Cinema)
Ken Block Giveaway (Monster Energy / CPG)
Scavenger Hunt (Disney / Cinema)
Elle magazine (ELLE / E-Commerce)
Coca-Cola Ahh Giver (Coca Cola / CPG)
60 Million Minutes (Xbox / Video Games)
Fan of the Week (Dunkin’Donuts / Restaurant)
MAU
2.4 MILLION
1.1 MILLION
280,000
190,000
140,000
130,000
100,000
70,000
50,000
40,000
30,000
30,000
10,000
9,000
9,000
7,000
6,000
5,000
4,000
3,000

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Top 20 best app engagement ratio (MAU/fan count)
Application
Mon Crazy Noël - Pixmania (e-Commerce) / Contest
Orange Mix - Orange (Telecom) / Service
Canal+ Pronostics Ligue 1 - Canal Plus (Television) / Game
Fnac Wishlist - Fnac (e-Commerce) / Wishlist
Crazy Hold-up - Pixmania (e-Commerce) / Contest
Quizz (Pixmania / E-Commerce)
Ma pièce montée (Yves Rocher / CPG)
Concours Fnac (FNAC / E-Commerce)
Danette – Noël (Danette / CPG)
le bwalandrier de noel (Lapins Crétins / Video Games)
La hotte du petit marseillais (Le Petit Marseillais / CPG)
Challenge Hyundai (Olympique Lyonnais / Sport)
Noël pour les nuls (Cdiscount / E-Commerce)
PARIS Saint-Germain Pronostics (PSG / Sport)
Axe (Axe / CPG)
FIFA join the club (Sony Playstation / Video Games)
Vos recettes Tagada (Tagada Haribo / CPG)
Jeu 100% musique (Crunch / CPG)
Canal+ Pronostics Top 14 (Canal + / Television)
Les Applications CANAL+ (Canal + / Television)
MAU/fan
25.21%
16.10%
13.65%
12.00%
8.40%
8.13%
6.31%
4.00%
2.67%
2.04%
1.62%
1.39%
1.19%
1.18%
1.00%
1.00%
0.82%
0.80%
0.63%
0.59%

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Top 20 best app engagement ratio (MAU/fan count)
Application (Brand/Sector)
DD & Sim City Social - Dunkin’Donuts (Restaurant) / Game
AMC The Walking Dead Social Game - The Walking Dead (Television) / Game
Joy Kingdom - The Ellen DeGeneres Show (Television) / Game
Starbucks Blonde Roast - Starbucks (Restaurant) / Game
The Listening Toom - Johnny Cash (Music) / Free content
Bad Piggies (Angry Birds / Video Games)
Elle magazine (ELLE / E-Commerce)
Owner's hub (Samsung USA / Telecom)
KIT KAT Grand Break (Kit Kat / CPG)
Wetopia (Justin Bieber / Music)
Disney Shop (Walt Disney World / Entertainement)
VS Fashion Show (Victoria Secret / Fashion)
Podcast (Libsyn) (George Lopez / Cinema)
SpongeBob Mood (SpongeBob SquarePants / Television)
Note Maker (Samsung USA / Telecom)
Ken Block Giveaway (Monster Energy / CPG)
Fan of the Week (Dunkin’Donuts / Restaurant)
Scavenger Hunt (Disney / Cinema)
Dew Crew (Dale Jr.) (Mountain Dew / CPG)
60 Million Minutes (Xbox / Video Games)
MAU/fan
30%
7.86%
1.10%
0.85%
0.78%
0.70%
0.68%
0.64%
0.29%
0.26%
0.25%
0.24%
0.11%
0.08%
0.05%
0.05%
0.04%
0.03%
0.03%
0.02%

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Top 20 best app engagement ratio (MAU/fan count)
Application (Brand/Sector)
Grown up beanz - Heinz Beanz UK (CPG) - Sport
Olympic Games City - London 2012 (Sport) / Game
Inspired by wishes UK - Sony UK (High-Tech) / Coupon
BlackBerry Colours - Blackberry (Telecom) /Service
FREE Col. Sanders Autobiography - KFC (Restaurant) / Free Content
One Direction Newsletter (One Direction / Music)
Universal Music artist mailing list (Pixie Lott / Music)
Legendary prizes (Pizza Hut / Restaurant)
Wanted world (The Wanted / Music)
Nando's Find Yourself (Nando’s / CPG)
We will find you 2012 (Kit Kat UK / CPG)
It Doesn't Count If… (KFC / Restaurant)
Arsenal Profile Uploader (Arsenal / Sport)
Mr Bean Mishme (Mr Bean / Entertainement)
Shaun the Sheep Card Creator (Shaun the Sheep/ Entertainment)
KIT KAT Cross Your Fingers 2012 (Kit Kat UK / CPG)
EMI Banners (John Lennon / Music)
Apple- Ever After (Ben & Jerry / CPG)
Manchester City Profile Uploader (Man.City FC / Sport)
Fallen World Bonus (Dragonforce / Music)
MAU/fan
5.56%
1.76%
1.44%
0.38%
0.38%
0.25%
0.21%
0.20%
0.19%
0.15%
0.15%
0.08%
0.03%
0.03%
0.03%
0.02%
0.02%
0.01%
0.01%
0.01%