Facebook Case
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Facebook Case, Facebook, Internet marketing, Marketing,

Facebook Case, Facebook, Internet marketing, Marketing,

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Facebook Case Facebook Case Presentation Transcript

  • FacebookThe “social media” revolution
  • History In February 2004, Facebook was created by Mark Zuckerberg (with Dustin Moskovitz, 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 to European and Asian colleges (email addresses with .edu) Since September 11, 2006, it has been available for any email address globally, but the interface is in English only On May 24, 2007, Facebook launched the Facebook Platform (f8) which provides a framework for developers (anyone) to create applications that interact with core Facebook features As of Sept. 25th 2007, with 42 million active users, FaceBook is the second largest social networking site globally after MySpace Source: Facebook 5
  • Things you can do on Facebook Keep in touch with your old friends and meet new ones • Private and public messaging options • Keep tabs on what your friends do via their News feed • Find former schoolmates using the search feature • User groups let you discuss with others who share your interests Keep them informed about what you do • Update your status • Share your pictures, blog messages and videos • Promote events you are organizing or planning to attend Access a wealth 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 you 6
  • Explosive growth that accelerated in 2006 More than 42 million active users as of Sept. 25th 2007: the second largest networking site Growth: 270% between June 2006 and June 2007 The number of active users has doubled since Facebook expanded registration to include users outside US campuses in Sept. 2006 Facebook is the sixth-most trafficked site in the US Worldwide Growth of Selected Social Networking Sites Age : 15+ 7
  • The evolution of the user base has beensynonymous with an expanded range of uses A favorite among students (85% market share of 4-year US universities), but half of Facebook users are now outside of college Fastest growing demographic: 25-34 years old (+181% between May 2006 and May 2007) Since the launch of the Facebook platform in May, almost 4000 applications have been created by third-party developers Age slice 12-17 18-24 25-34 May 35+ 2007 8
  • A feature of its users‟ daily life • More than half of active users return daily • People spend an average of 20 minutes on the site daily • More than 6 million active user groups on the site • Over 55,000 regional, work-related, collegiate and high school networks Activity and loyalty are two key characteristics of the Facebook community 9
  • A winning strategy : opening the platformto third-party developers Less than a month after its launch, the Facebook Platform had already attracted more than 40,000 developers, and produced more than 1,500 new applications On Sept. 25th 2007, the top 44 applications represented almost 200 million installations and had a total of more than 16 million daily active users 3,900 applications exist as of Sept. 11, 2007, while Facebook itself only offers 13 A „long tail effect applies to applications: the top ones attract millions of users but the numbers quickly drop for others down the list A strategy which competitors will have a hard time imitating because of structural differences: after the f8 launch, LinkedIn announced it would open itself to outside developers but the 12
  • Privacy Issues : Privacy is an issue: The concentration of information freely available through the platform and the free-for-all mentality that enabled the creation of so many applications can be a threat to FaceBook‟s success FaceBook provides the best privacy management tools available in the social media universe But it has yet to be properly understood and used by new users, especially as business and personal lives “collide” on FaceBook more than on other social networking sites Brands and companies should learn how FaceBook: Enables a new communication with their consumers: Via sponsored groups for a real conversation „a la‟ web2.0 Via clever advertising (feed, flyers „a la‟ AdWords …) Offers new collaboration and knowledge sharing opportunities: Quickly spread successful ideas and recruit for projects or causes Let users manage what they do not want to share instead of asking them to make an effort to share 40
  • Competitors
  • Twitter• Allowed users to interact with almost any other user on its service.• Learning information in real time• 90% make their info open to everyone• Real time update• Facebook also updated to real time later
  • Google’s OpenSocial Platform• The rapid growth of Facebook, coupled with its release of an application platform, put it into direct competition with Google, an internet giant that offered numerous internet services, including search, e-mail, calendar, instant messaging as well as on-line document sharing and editing to tens of millions of users.• some media analysts believed that Facebook Platform could become “the platform that unites the applications and services you believe are the best on the Internet and that allows you to instantly overlay your social networking fabric on top of it.• This could threaten Google’s growing line of in-house applications, including Gmail, Docs, and Calendar, as well as Google’s platform for thousands of third-party “gadgets” that could be embedded in iGoogle, its user-customizable home page.
  • Towards a Facebook economy:Facebook applications development With the launch of the Facebook platform, Facebook has been touted as an online Social Operating System Facebook‟s first acquisition in July 2007, Parakey, was a web OS company Facebook allows developers to build their own applications, and lets them keep all the revenues generated from its exploitation The success of an application is highly dependent on the application‟s virality and its user base Different ways of making money with an application: Promoting third-party applications Selling advertising space Attracting sponsors Selling online services Selling products Development of a real Facebook eco-system Facebook app factories: 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 fbFund was created by Facebook, offering grants ranging from $50,000 to $250,000 to aspiring applications developers 21
  • Google’s Response• Instead of seeking to unseat Facebook by building its own social networking site, in November 2007 Google built an on-line social network platform, called OpenSocial, designed to compete directly with Facebook Platform.• Critics charged that OpenSocial could not match key advantages of Facebook and its Platform. OpenSocial did not allow data sharing across social networks, so a given application was only as valuable as the social network into which it was incorporated.• Without data sharing, some believed, OpenSocial would never be able to match Facebook’s scale.• In addition, OpenSocial lacked viral distribution mechanisms, which limited its ability to rapidly distribute applications through News Feed, Mini-Feed, Notifications, and Invitations.• Friend Connect (2008) – Easily add code from Google• Dubbed Google Buzz (2011) – Real time updating service like twitter tied to Gmail server• Google+ (2011) – Sharing status update
  • Facebook applications are quicklyreplacing specialized websites Facebook is the no 1 photo sharing application on the Web (more than 2.7 billion photos on the site and more than 14 million uploaded daily). The Photo application draws more than twice as much traffic as the next three sites combined (Photobucket, Yahoo! Photos, Webshots Community…) There are three times more people invited through the Events application than through a leading focused website such as Evite.com The video application allows users to upload and record their own videos, display them on their profile and send video messages Facebook effectively provides a one-stop shop solution to its users 13
  • FACEBOOK Ads.
  • • Facebook Ads consisted of Facebook Pages and Social Ads. Facebook Pages allowed businesses, brands, products, artists, and public figures to create free custom Facebook pages that mimicked Facebook user profiles• Advertisers could then advertise these pages through Social Ads, targeting their advertising• Facebook Ads also featured the Facebook Beacon, which allowed sponsors to broadcast news about Facebook users’ actions on the sponsor’s external website to that user’s friends on Facebook campaigns on the basis of gender, age, geographic location, and profile keywords. – For example, when a Facebook user bought a product on eBay or rented a move on Blockbuster Online, his or her friends would be alerted through their News Feeds. • As before, Facebook adjusted the privacy settings on Beacon to make the program opt-in rather than opt-out • The Beacon uproar subsided quite quickly, however. New users continued to sign up at a rate of 5 million per month, while existing users continued to engage with the website. However, the revenue numbers remained largely flat.
  • The evolution of social networking sitesshow they develop new functionalities First generation Second generation Third generation sites only let users sites can be seen as sites could represent manage friends’ the first social the first social lists networks media sites There are mainly flat, They are centered around They allow multi- single entry lists by an individual and his dimensional connections, schools or classes you friends, and friends of real conversations attended friends : they follow the 6 between users, in degrees rule compliance with the social Examples: Copainsdavant graph theory* (FR), Classmates.com Examples: LinkedIn (US), (US) Viadeo (FR), Xing (G) Examples: Myspace (US), Facebook (US), Bebo (UK) *as exposed by Mark Zuckerberg 25
  • Advertising deal with Microsoft offersFacebook guaranteed revenues The deal was signed in Aug. 2006 for a duration of three years (just before Facebook became available to all users) It aims at creating an attractive combination for advertisers Facebook lets Microsoft provide search and advertising listings to its users Microsoft is able to post advertising banners and sponsored links that appear on the left or the bottom of Facebook pages Facebook can benefit from the Microsoft adCenter system, which allows advertisers to filter their targets so that their ads are relevant Clickthrough rates are low: 0.04% on average (while Myspace rates are 0.10%) A potential problem is the lack of relevance: conflicts of image arose when ads from prominent British companies appeared on the pages of the British National Party A localized sales house would make it far easier for French and European brands to tune in to Facebook advertising 16
  • Facebook is offering new advertisingproducts Facebook Homepage Flyers Sponsored Stories Sponsored Groups Advertising solutions tailored for all kinds of situations 17
  • A low-cost and direct advertising solutionfor users: Facebook flyers Flyers let users make their own ads on Facebook at low prices The price is based on how many times the Flyer is viewed Flyers are displayed on the left side of Facebook pages, with the possibility to: Choose targets by both gender and age Target 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 on Flyers 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 advertise, by setting a maximum price per click : the higher the price, the higher the chances your ad will be shown Pricing is now CPC as opposed to CPM Facebook‟s lack of control has given rise to deceptive Flyers, launching fake security warnings and prompting users to download various softwares 18
  • Facebook provides the means for a realconversation The conversation is multi-media, with the use of words, drawings, pictures, videos,… The conversation is both verbal and non-verbal, through dedications (songs), gestures (pokes), and emotions (gifts, feelings) It can be either instantaneous (with chat applications and presence indicators) or asynchronous (with wall posts, messages) The conversation takes place Exchange messages between real personas (few using common hidden identities with avatars web tools or nicknames) and without outside intervention (no moderation or censorship) Manage Facebook lets It respects the users‟ privacy if and users have Share photos and promote multi- videos with they so desire: only 1 in 10 upcoming dimensional friends events conversations users changes his/her privacy settings Interact using applications 27
  • FaceBook users can be segmented bythe usage they do Core users have a More recently professional personal use uses appeared Socialization and entertainment Multi-media publication and applications feedback applications #1 : iLike #6 : Flickr Photos #1 : Google Reader #6 : Upcoming Shared Items Calendar #2 : Graffiti #7 : Honesty Box #2 : Twitter #7 : Blog Friends #3 : Where I‟ve #8 : Box.net Files been #3 : Video #8 : Wordpress #4 : Zoho Online #9 : SuperPoke! #4 : Kyte.tv #9 : Ustream.tv Office #5 : BlogTips #10 : Skypeme #5 : Fantasy Stock #10 : The Friend Exchange Match 29
  • Conclusion• By Sep 2011 – Undisputed Internet Powerhouse (800 mn users)• MySpace – turned to a flop• Twitter- some legitimate chance of withstanding competitive pressure• Sep 2011 – Sought to replicate best features of Twitter and G+• Turn User Pages to Timelines• Privacy is an issue:• The concentration of information freely available through the platform and the free-for- all• mentality that enabled the creation of so many applications can be a threat to FaceBook‟s• success• FaceBook provides the best privacy management tools available in the social media universe• But it has yet to be properly understood and used by new users, especially as business and• personal lives “collide” on FaceBook more than on other social networking sites
  • Suggestions• Should refrain from generating revenues by Extensive Ads. – Should stick to the present ad. architecture – Should refrain from mixing ad with ads.• Should concentrate on helping other companies develop Facebook along with them – Applications – Flyers – Company Pages
  • THANK YOU