0
Analysis of the top 150
Facebook pages in France,
United Kingdom & USA
Focus on Page tab application usage
June 2013
Copyright Neolane 2013 2
Executive Overview
Some similarities across analyzed geos
Some differences
Email, Birthday & Like...
Copyright Neolane 2013 3
How many pages have
apps requiring a “social
opt-in”?
Copyright Neolane 2013 4
What is the social opt-in?
Facebook apps can display their content to all
visitors or require a “...
Copyright Neolane 2013 5
Top 150 Facebook page analysis
69 apps in total
28% of pages contain at least one application
CPG...
Copyright Neolane 2013 6
Top 150 Facebook page analysis
36 apps in total
19% of pages contain at least one application
Mus...
Copyright Neolane 2013 7
Top 150 Facebook page analysis
The three sectors represent 51% of all pages with apps
Main sector...
Copyright Neolane 2013 8
Are brands using fan gates
to restrict access to app
contents?
Copyright Neolane 2013 9
What is a fan gate?
A fan gate is a request to “like” the Facebook
page in order to access the ap...
Copyright Neolane 2013 10
Applications behind a fan gate
19% of UK page tab applications are behind a fan gate
UK uses it ...
Copyright Neolane 2013 11
What is the most required
data?
Copyright Neolane 2013 12
Type of information requested by application
The top 3 pieces of information are email, birthday...
Copyright Neolane 2013 13
Type of information requested by application
U.S. apps request the same information as the Frenc...
Sector Nb pages with apps %
Email
Nothing
Birthday
Likes
Friends info photos
Location
Hometown Checkins
Events
18
11
9
5
3...
Copyright Neolane 2013 15
What are the value
propositions of applications
with social sign-on?
Copyright Neolane 2013 16
Different types of applications used
GAME
Give access to fun games like photo contest, offer a f...
Copyright Neolane 2013 17
Top 3 types of applications
Game and service apps dominate worldwide
Contests are a French speci...
Copyright Neolane 2013 18
Types of applications - Details
78% of apps worldwide
Types of promises
Game
Service
Contest
Cou...
Copyright Neolane 2013 19
Pages with the best
“app engagement ratio”
by sector
Copyright Neolane 2013 20
What is the “app engagement ratio”?
The ratio of MAU(monthly active users of an app) / fan count...
Copyright Neolane 2013 21
Average ratios of applications’ - MAU / fan count by sectors (top 5)
In France, the E-commerce a...
Copyright Neolane 2013 22
Focus on the Top 20
most used apps on
the list
Copyright Neolane 2013 23
Average MAU of top 20 apps
39,000 MAU on average for 1,002,000 fans - it’s a 3.89% engagement ra...
Copyright Neolane 2013 24
Average MAU of top 20 apps
Sector split Count
Restaurant
Television
CPG
Music
Video Games
Teleco...
Copyright Neolane 2013 25
Average MAU of top 20 apps
Sector split Count
Music
Sport
CPG
Entertainment
Restaurant
5
4
3
3
3...
Copyright Neolane 2013 26
For more details about
Neolane Social Media
Marketing Solutions
http://bit/ly/neoSMM
http://twit...
Copyright Neolane 2013 27
Apendix
Copyright Neolane 2013 28
Top 20 most used apps MAU
Application
Canal+ Pronostics Ligue 1 - Canal Plus (Television) / Game...
Copyright Neolane 2013 29
Application (Brand/Sector)
One Direction Newsletter - One direction (Music) / Newsletter
Olympic...
Copyright Neolane 2013 30
Top 20 most used apps MAU
Application (Brand/Sector)
DD & Sim City Social - Dunkin’Donuts (Resta...
Copyright Neolane 2013 31
Top 20 best app engagement ratio (MAU/fan count)
Application
Mon Crazy Noël - Pixmania (e-Commer...
Copyright Neolane 2013 32
Top 20 best app engagement ratio (MAU/fan count)
Application (Brand/Sector)
DD & Sim City Social...
Copyright Neolane 2013 33
Top 20 best app engagement ratio (MAU/fan count)
Application (Brand/Sector)
Grown up beanz - Hei...
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Neolane analysisebook.v.5

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Transcript of "Neolane analysisebook.v.5"

  1. 1. Analysis of the top 150 Facebook pages in France, United Kingdom & USA Focus on Page tab application usage June 2013
  2. 2. Copyright Neolane 2013 2 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.
  3. 3. Copyright Neolane 2013 3 How many pages have apps requiring a “social opt-in”?
  4. 4. Copyright Neolane 2013 4 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
  5. 5. Copyright Neolane 2013 5 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%
  6. 6. Copyright Neolane 2013 6 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%
  7. 7. Copyright Neolane 2013 7 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%
  8. 8. Copyright Neolane 2013 8 Are brands using fan gates to restrict access to app contents?
  9. 9. Copyright Neolane 2013 9 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
  10. 10. Copyright Neolane 2013 10 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%
  11. 11. Copyright Neolane 2013 11 What is the most required data?
  12. 12. Copyright Neolane 2013 12 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%
  13. 13. Copyright Neolane 2013 13 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. 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% Copyright Neolane 2013 14 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
  15. 15. Copyright Neolane 2013 15 What are the value propositions of applications with social sign-on?
  16. 16. Copyright Neolane 2013 16 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
  17. 17. Copyright Neolane 2013 17 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
  18. 18. Copyright Neolane 2013 18 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%
  19. 19. Copyright Neolane 2013 19 Pages with the best “app engagement ratio” by sector
  20. 20. Copyright Neolane 2013 20 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”
  21. 21. Copyright Neolane 2013 21 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%
  22. 22. Copyright Neolane 2013 22 Focus on the Top 20 most used apps on the list
  23. 23. Copyright Neolane 2013 23 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 %
  24. 24. Copyright Neolane 2013 24 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
  25. 25. Copyright Neolane 2013 25 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
  26. 26. Copyright Neolane 2013 26 For more details about Neolane Social Media Marketing Solutions http://bit/ly/neoSMM http://twitter.com/Neolane
  27. 27. Copyright Neolane 2013 27 Apendix
  28. 28. Copyright Neolane 2013 28 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
  29. 29. Copyright Neolane 2013 29 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
  30. 30. Copyright Neolane 2013 30 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
  31. 31. Copyright Neolane 2013 31 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%
  32. 32. Copyright Neolane 2013 32 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%
  33. 33. Copyright Neolane 2013 33 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%
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