The Viral Bonus - Facebook Mathematics by KRDS - Facebook Developer Garage Paris LeWeb 09

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This is the presentation done by Antoine Sandrin of KRDS at the Facebook Developer Garage in Paris (at LeWeb 2009).

Livestream is here : http://www.ustream.tv/recorded/2843545

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  • nice job you do at krds!
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  • I like it, I wouldn´t call CPU (Cost Per User) ROI, I think that´s the type of misstakes we can not do in order to gain interest for social media. ROI is 'profits' or maybe 'sales' if you want to but ROI is not by itself to build up a group of fans or buy traffic to your site for a specific cost.

    It was good the way you showed some cases on making 'business' straight on Facebook. By drivning traffic from FB to your own site, making the transaction on your own site is more expensive calculated CPC (Cost per customer)
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  • Facebook app vs website
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The Viral Bonus - Facebook Mathematics by KRDS - Facebook Developer Garage Paris LeWeb 09

  1. The Viral Bonus <br />Facebook Mathematics<br />18 novembre 2009<br />
  2. Case<br />Welcome in the downturn!<br />Mr. Advertisercanonlyspend 20k€ on internet for hiscampaign. <br />He wants to maximize ROI. <br />Target: people under 35 <br />2<br />9 décembre 2009<br />
  3. The new choice for advertisers<br />KRDS - Facebook<br />Traditional Web<br />Development of a Facebookapplication<br />Advertising the app<br />Development of a traditionalwebsite<br />10 k€<br />Advertising the website<br />10 000 €<br />10 000 €<br />10 000 €<br />10 000 €<br />3<br />9 décembre 2009<br />
  4. First step: Advertising of the operation<br />Traditional Web<br />KRDS - Facebook<br />Money spent on advertising the app<br />10 k€<br />30 000 usersdriven to the Facebookapp<br />Moeneyspent on advertising the website<br />10 k€<br />30 000 usersdriven to the website<br />10 000 €<br />10 000 €<br />Ads<br />and<br />Advertising Network<br />on<br />4<br />9 décembre 2009<br />
  5. Viral Bonus (1/3)<br />The « viral bonus » tells us how viral an app/site is, depending on itsability to naturallyspreadamong internet users.<br /><ul><li> The « viral bonus » canneverbepredicted, onlyassessedafter the campaign
  6. It resultsfromthe combination of :
  7. a good idea
  8. the art of displaying viral featuresat the right time and place
  9. Traditionalwebsite:VB btw 1 and 1,5 95% of the time
  10. Facebookapp: VB btw 1 and 100</li></ul>Ads-drivenusers<br />x<br />Viral Bonus<br />=<br />Total number of users<br />5<br />9 décembre 2009<br />
  11. Viral Bonus (2/3)<br />A few examples of viral bonuses<br />« C+ Pronostics Ligue 1 » – August 09<br />VB: 35<br />34 virality-drivenusers for everyads-driven user<br />« Tear up yourfriends » – September09<br />VB: 8<br />« The French grandest quiz » – October09<br />VB: 75<br />
  12. Viral Bonus (3/3)<br />TraditionalWebsite<br />KRDS - Facebook<br />VB: 1,25<br />Final total number of users:<br />Average KRDS FacebookApps’ VB: 5<br />Final total number of users:<br />Si vous avez tapé votre adresse mail, que vous vous êtes souvenu de celle de votre ami et que vous avez réussi à la taper sans faute de frappe, alors il faut encore que vous tapiez votre message ici.<br />150 000 users<br />37 500 users<br />7<br />9 décembre 2009<br />
  13. Conclusion<br />With the same budget, youcanreach out to much more userswith a FB Appthanwith a traditional Web Site<br />On Facebook, everyads-drivenuserscan drive up to 100 otherusers.<br />Virality-drivenusers are thoroughlyFOR FREE<br />Total number of users<br />=<br />Ads-drivenusers<br />x<br />Viral Bonus<br />8<br />9 décembre 2009<br />
  14. Conclusion<br />TraditionalWebsite<br />KRDS - Facebook<br />Ads-drivenusers:<br />30 000 users<br />VB: 5<br />End CPU : 0,13€<br />Ads-drivenusers:<br />30 000 users<br />VB: 1,25<br />End CPU : 0,53€<br />37 500 users<br />150 000 users<br />Difference in ROI : 400%<br />9<br />9 décembre 2009<br />
  15. Conclusion<br />So whyshouldyouget a application ratherthan a traditionalwebsite ?<br />Why?<br />To get a viral bonus!<br />10<br />9 décembre 2009<br />
  16. Question from Mr. Advertiser<br />?<br />Whatis the point of gettingusers<br />The same as on a traditionalwebsite!<br />11<br />9 décembre 2009<br />
  17. Drivingtraffic<br />2 links to tf1.fr<br />The appbecame a major traffic provider<br />12<br />9 décembre 2009<br />
  18. e-commerce<br />The advent of Faceshopping<br />Carrefour pioneered Flash Sales on Facebook<br />13<br />9 décembre 2009<br />
  19. Monetizing page viewsthroughadvertising<br />Adsbannerscanbedisplayed on an app<br />A hugeamount of pages viewsweremonetized by FRANCE 24’s advertising network.<br />14<br />9 décembre 2009<br />
  20. Collectingopt-in contacts<br />You canmakeiteasy for users to registerthanks to prepopulatedforms<br />15<br />9 décembre 2009<br />
  21. Specialevents<br />Live shows broadcast on Facebok<br />Louis Vuitton made a huge media splashbeing the first to broadcast in live a fashion show<br />16<br />9 décembre 2009<br />
  22. To get more informations:<br />www.krds.fr<br />fr.allfacebook.com<br />
  23. Case study<br />Canal + Football<br />
  24. Brief Canal +<br />Goals<br />Drive traffic and videoviews oncanalplus.fr<br />Promotetwo TV shows: <br />« Canal Football Club » and « Grand Match C+ »<br />19<br />9 décembre 2009<br />
  25. KRDS’ prescription<br />Strategy<br />A Facebookapp<br />To reach out to as manyusers as possible<br />A Facebook public profile<br />To turnusersinto fans<br />20<br />9 décembre 2009<br />
  26. The FB app Canal + Pronostics Ligue 1<br />21<br />9 décembre 2009<br />
  27. The FB public profile Canal Football Club<br />22<br />9 décembre 2009<br />
  28. Road map<br />Advertise the app to get the first users<br />Watch the viral bonus in action<br />Turnusers of the appinto fans<br />Conclusion<br />23<br />9 décembre 2009<br />
  29. 08/04/09 – 08/08/09<br />Crosspromotion<br />of the app<br />on Facebook applications published by the KRDS-Cancoon network<br />24<br />9 décembre 2009<br />
  30. Road map<br />Advertise the app to get the first users<br />Watch the viral bonus in action<br />Turnusers of the appinto fans<br />Conclusion<br />25<br />9 décembre 2009<br />
  31. 08/08/09 – 08/25/09<br />Because the concept of the appis a good one AND because viral features are wellimplemented: the appspreadslikewildfire<br />26<br />9 décembre 2009<br />
  32. Road map<br />Advertise the app to get the first users<br />Watch the viral bonus in action<br />Turnusers of the appinto fans<br />Conclusion<br />27<br />9 décembre 2009<br />
  33. 08/25/09 –09/05/09<br />Users of the app are luredintobecoming fans of « Canal Football Club » public profile <br />28<br />9 décembre 2009<br />
  34. Road map<br />Advertise the app to get the first users<br />Watch the viral bonus in action<br />Turnusers of the appinto fans<br />Conclusion<br />29<br />9 décembre 2009<br />
  35. 09/15/09<br />How many people werereached out to in 1,5 month?<br />The Facebook application<br />The Facebook public profile<br />400 000 users<br />140 000 fans<br />30<br />9 décembre 2009<br />
  36. Interaction between TV and Facebook<br />Canal + refers to its public profile on air<br />31<br />9 décembre 2009<br />
  37. Krds.fr<br />Twitter.com/KRDS<br />Fr.allfacebook.com<br />Facebook.com/KRDS<br />

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