Facebook aurait généré 22 000 emplois en France d'après une étude Deloitte
Le 25/01/2012
nl232-images-deloitte
A l’occasion du salon DLD de Munich, Sheryl Sandberg, Directrice générale de Facebook, a présenté une étude du cabinet Deloitte sur l’impact économique direct et indirect du réseau social dans les 27 pays de l’Union Européenne et la Suisse. D’après cette étude, les acteurs de l’écosystème Facebook auraient généré 15,3 milliards d’euros et créé 232 000 emplois en Europe en 2011. En France, la plateforme serait à l’origine de près de 1,9 milliard d’euros d’activité économique et près de 22 000 emplois.
Facebook est à la base d’une véritable «App économie». Des centaines d’entreprises ont pour activité de créer des applications dans les domaines du jeu, du divertissement ou des services pour Facebook. Cette «App économie» a soutenu, d’après l’étude, la création de 2 100 emplois en France en 2011. Le lancement, la semaine dernière, des applications timeline (voir archive) devrait encore contribuer au dynamisme de cet écosystème.
Afin de poursuivre sa stratégie d’intégration à l’écosystème local du logiciel, Facebook a annoncé son adhésion au Syntec Numérique, Chambre Professionnelle des métiers du numérique en France. Guy Mamou-Mani, son Président, déclare : «Je me réjouis de l’arrivée de Facebook au Syntec Numérique. Facebook représente un écosystème d’éditeurs de logiciels et de sociétés de services en pleine croissance qui vont créer les applications et les services innovants de demain. Cet écosystème est le symbole de l’économie numérique ‘made in France’ qui est en plein essor malgré la crise économique actuelle.»
Facebook's marketing tools like Pages and targeted advertising enable $148 billion in global economic impact and 2.3 million jobs by helping businesses of all sizes connect with customers and increase sales. North America captures nearly half the economic impact, while Brazil and the UK also see significant impacts due to their engaged Facebook user bases and business adoption of Facebook marketing. Facebook lowers barriers to advertising and allows even small businesses to promote their products globally.
Whereas in the spring of 2010 only about a quarter of the top-100 TV advertisers were identified as having an official (German-language) Facebook presence, just one year later it was evident that the world's largest social network had attracted a far greater proportion of those companies. Working with the same selection method, in April 2011 we identified that half (75) of the companies and brands serving as our basis had official fan pages, of which almost half (30) were less than a year old. This was based on the top 150 TV advertising spenders in the first quarter of the year.
Key issues for the second Trend Report:
- Review and improvement of the benchmarks identified in 2010:
- Re-evaluation of the different strategic patterns in the use of Facebook as a communication channel.
- Review of the following hypotheses:
1. Fan pages for brands and companies show declining interaction rates in 2011.
2. The typology of communication strategies displays a shift towards dialogue-oriented forms.
3. The differences in the interaction rates are industry- and size-specific.
4. Brands communicate their Facebook presence more frequently in other communications channels such as TV commercials and corporate web sites than was the case a year ago.
The Global Social Media Check-up 2011 (Burson-Marsteller) - FEB2011Sociatria.com
Analiza (y compara con 2010) el uso que las 100 mayores empresas del mundo hacen de Facebook, Twitter, YouTube y blogs, con datos globales y por mercados. (En inglés)
Burson-Marsteller 2011 Global Social Media Check-upBurson-Marsteller
The Second Annual Burson-Marsteller Global Social Media Check-up examines the Fortune Global 100’s use of popular social networking platforms such as: Twitter, Facebook, YouTube, corporate blogs and other local and language-specific social networks.
Burson-Marsteller Latin America Social Media Check-Up 2013Burson-Marsteller
This document summarizes the findings of Burson-Marsteller's 2012 Latin America Social Media Study. It examines the use of social media by the top 25 companies in 9 Latin American countries based on revenue. The study found that 87% of these companies now use at least one social media platform, up from 79% in 2010. Twitter use increased significantly, with the percentage of companies having Twitter accounts rising from 53% to 82%. Facebook remained the dominant platform, with company use rising from 50% to 74%. YouTube and blogs saw more modest growth. The document provides detailed statistics on social media adoption and metrics like follower counts by country and platform.
This document provides an overview of economic impact analysis. It defines economic impact analysis as estimating how spending associated with an event, project, or industry flows through a regional economy. It discusses the basic structure of input-output models, including direct, indirect and induced effects. It also covers assumptions of economic impact analysis and considerations like defining the direct effect, gross versus net impacts, and timing. The document provides examples of economic impact analyses of sporting events, ports, and biofuel plants to illustrate key concepts.
Informe de Deloitte sobre el impacto de Facebook en la economía globalErlantz Urresti
Facebook's marketing tools like Pages and targeted advertising enable $148 billion in global economic impact and 2.3 million jobs by helping businesses of all sizes connect with customers and increase sales. North America captures nearly half the economic impact, while Brazil and the UK also see substantial impacts due to their large Facebook user bases and engagement. Facebook lowers barriers to marketing and allows businesses globally to promote their products and services.
Ảnh hưởng của Facebook tới nền kinh tế toàn cầuDuy Pham
This report estimates the global economic impact of Facebook in 2014. It finds that through providing tools for marketers, a platform for app developers, and increasing demand for connectivity, Facebook enabled $227 billion in economic activity and supported over 4.5 million jobs worldwide. The largest portion of this impact came from Facebook's marketing tools, which facilitated $148 billion in economic activity. The United States captured the largest share of overall impact at $100 billion.
Facebook's marketing tools like Pages and targeted advertising enable $148 billion in global economic impact and 2.3 million jobs by helping businesses of all sizes connect with customers and increase sales. North America captures nearly half the economic impact, while Brazil and the UK also see significant impacts due to their engaged Facebook user bases and business adoption of Facebook marketing. Facebook lowers barriers to advertising and allows even small businesses to promote their products globally.
Whereas in the spring of 2010 only about a quarter of the top-100 TV advertisers were identified as having an official (German-language) Facebook presence, just one year later it was evident that the world's largest social network had attracted a far greater proportion of those companies. Working with the same selection method, in April 2011 we identified that half (75) of the companies and brands serving as our basis had official fan pages, of which almost half (30) were less than a year old. This was based on the top 150 TV advertising spenders in the first quarter of the year.
Key issues for the second Trend Report:
- Review and improvement of the benchmarks identified in 2010:
- Re-evaluation of the different strategic patterns in the use of Facebook as a communication channel.
- Review of the following hypotheses:
1. Fan pages for brands and companies show declining interaction rates in 2011.
2. The typology of communication strategies displays a shift towards dialogue-oriented forms.
3. The differences in the interaction rates are industry- and size-specific.
4. Brands communicate their Facebook presence more frequently in other communications channels such as TV commercials and corporate web sites than was the case a year ago.
The Global Social Media Check-up 2011 (Burson-Marsteller) - FEB2011Sociatria.com
Analiza (y compara con 2010) el uso que las 100 mayores empresas del mundo hacen de Facebook, Twitter, YouTube y blogs, con datos globales y por mercados. (En inglés)
Burson-Marsteller 2011 Global Social Media Check-upBurson-Marsteller
The Second Annual Burson-Marsteller Global Social Media Check-up examines the Fortune Global 100’s use of popular social networking platforms such as: Twitter, Facebook, YouTube, corporate blogs and other local and language-specific social networks.
Burson-Marsteller Latin America Social Media Check-Up 2013Burson-Marsteller
This document summarizes the findings of Burson-Marsteller's 2012 Latin America Social Media Study. It examines the use of social media by the top 25 companies in 9 Latin American countries based on revenue. The study found that 87% of these companies now use at least one social media platform, up from 79% in 2010. Twitter use increased significantly, with the percentage of companies having Twitter accounts rising from 53% to 82%. Facebook remained the dominant platform, with company use rising from 50% to 74%. YouTube and blogs saw more modest growth. The document provides detailed statistics on social media adoption and metrics like follower counts by country and platform.
This document provides an overview of economic impact analysis. It defines economic impact analysis as estimating how spending associated with an event, project, or industry flows through a regional economy. It discusses the basic structure of input-output models, including direct, indirect and induced effects. It also covers assumptions of economic impact analysis and considerations like defining the direct effect, gross versus net impacts, and timing. The document provides examples of economic impact analyses of sporting events, ports, and biofuel plants to illustrate key concepts.
Informe de Deloitte sobre el impacto de Facebook en la economía globalErlantz Urresti
Facebook's marketing tools like Pages and targeted advertising enable $148 billion in global economic impact and 2.3 million jobs by helping businesses of all sizes connect with customers and increase sales. North America captures nearly half the economic impact, while Brazil and the UK also see substantial impacts due to their large Facebook user bases and engagement. Facebook lowers barriers to marketing and allows businesses globally to promote their products and services.
Ảnh hưởng của Facebook tới nền kinh tế toàn cầuDuy Pham
This report estimates the global economic impact of Facebook in 2014. It finds that through providing tools for marketers, a platform for app developers, and increasing demand for connectivity, Facebook enabled $227 billion in economic activity and supported over 4.5 million jobs worldwide. The largest portion of this impact came from Facebook's marketing tools, which facilitated $148 billion in economic activity. The United States captured the largest share of overall impact at $100 billion.
This new report is provided by Deloitte. Accordint to the report, Facebook enables significant global economic activity by unlocking business opportunities for marketers.
Facebook's marketing tools like Pages and targeted advertising enable $148 billion in global economic impact and 2.3 million jobs by helping businesses of all sizes connect with customers and increase sales. North America captures nearly half the economic impact, while Brazil and the UK also see substantial impacts due to their large Facebook user bases and engagement. Facebook lowers barriers to marketing and allows businesses globally to promote their products and services.
Facebook's marketing tools like Pages and targeted advertising enable $148 billion in global economic impact and 2.3 million jobs by helping businesses of all sizes connect with customers and increase sales. North America captures nearly half the economic impact, while Brazil and the UK also see significant impacts due to their engaged Facebook user bases and business adoption of Facebook marketing.
Facebook's financial analysis report summarizes the company's financial performance in 2012. Profitability ratios declined as expenses increased, but remained above industry averages. Asset turnover declined sharply, below industry levels, indicating weak efficiency. However, liquidity strengthened significantly due to equity influx, with current ratios triple industry levels. Solvency was average as debt ratios declined slightly below industry averages, but free cash flow jumped 420% to $872 million. The primary driver of ROA is asset turnover, while the primary driver of ROE is financial leverage.
Extending internet access in developing countries has the potential to generate significant economic and social benefits:
- Increased internet access could raise GDP by $2.2 trillion and lift over 160 million people out of extreme poverty. It could also generate over 140 million new jobs.
- Improved access to information online could save nearly 2.5 million lives from better disease prevention and management of conditions like HIV/AIDS. It could also reduce child mortality and increase life expectancy.
- An additional 640 million children may be able to access educational resources online, improving learning outcomes and making populations more employable overall.
Value of Advertising, an independent study by Deloitte, has identified a multitude of benefits generated by advertising, to the overall economy, jobs and to civil society.
Economic contribution of advertising EUAndrei Barbu
Advertising contributes significantly to GDP and employment in Europe according to a study by Deloitte. Some of the key findings include:
1) For every 1 Euro spent on advertising in the EU in 2014, an estimated 7 Euros was generated for the wider European economy, contributing over 600 billion Euros to GDP.
2) Advertising supports almost 6 million jobs in the EU, providing employment both directly in the advertising industry and indirectly in other sectors.
3) Advertising plays an important role in funding media services in Europe and ensuring citizens can access news and entertainment at low or no cost. Without advertising, many media services would be more expensive or not exist.
Tweets for Sales: Twitter as a Sales DriverCelina Burnett
This report analyzed the impact of tweets on video game sales in the UK using data on sales, advertising, and tweets about 100 bestselling games. The key findings are:
1) Positive tweets have a greater impact on game sales than negative tweets or advertising spending.
2) For popular shooter, sports, and racing games, 30% more positive tweets could increase sales over 8% while 30% more advertising only increases sales around 2%.
3) Individual game responses vary, but positive tweets were generally 4-9 times more effective at driving FIFA 2013 and Call of Duty sales than additional advertising.
Advertising - An engine for economic growth - Final report Nov 1st 2013Alan Cox
Advertising plays a central role in the Irish economy. It contributed an estimated €5.3 billion to Irish GDP in 2012 based on €938 million spent on advertising that year. Advertising supports jobs, funds Irish media and culture, powers markets through competition and innovation, enables the internet economy, and stimulates social change. It is estimated that every €1 spent on advertising generates €5.7 for the Irish economy on average through these various economic impacts. The report argues that policymakers should recognize advertising's outsized economic impact and consider policies to support further growth of the advertising industry in Ireland.
Advertising in Ireland an engine for economic growth Core Media researchKrishna De
Read the accompanying article at http://bgn.bz/adirl
Advertising contributes 5.3 billion Euro annually to the Irish Economy and supports 30,000 jobs, according to a research report from Deloitte Ireland published in November 2013.
Entitled "Advertising: An engine for economic growth",the report seeks to quantify and detail the multi-faceted impact the advertising industry has from job creation to supporting innovation and stimulating competition.
The report was sponsored by Core Media, Google, Independent News and Media (INM) and RTE.
You can find the Core Media Website here http://www.coremedia.ie/index.html
This presentation has been published on SlideShare to ease access of viewing in assoication with and article at http://bgn.bz/adirl
Advertising contributes significantly to the Irish economy. The report found that on average, €1 spent on advertising generates €5.7 for the Irish economy. In 2012, €938 million was spent on advertising in Ireland, contributing an estimated €5.3 billion to Irish GDP. Advertising supports jobs, funds Irish media and cultural heritage, powers markets through competition and innovation, and enables the growth of the internet economy. The report concludes that policymakers should support advertising to maximize its role in driving economic growth.
This document discusses Facebook's company overview, strengths, weaknesses, challenges, and effects on operations, sales/marketing, advertising, legal/ethical factors, costs, revenues, and timeline. The key points are that Facebook is the world's largest social network, it focuses on advertising value, strengths include unprecedented reach but weaknesses include losing ability to monetize ads. Rival networks pose challenges and effects include those on operations, sales, marketing, advertising, and legal/ethical considerations. The document outlines costs, revenues, and an implementation timeline.
Tax Memo on Social Media Influencers (RMC No. 97 2021 )Abe Olandres
1. The Philippine Department of Finance Bureau of Internal Revenue issued a memorandum clarifying the tax obligations of social media influencers.
2. Social media influencers earning income from platforms like YouTube, Facebook, and Instagram are considered engaged in business and must pay income and business taxes, like percentage tax or VAT, on their earnings unless exempt.
3. To be tax compliant, influencers must register with BIR, keep books of accounts, file the proper tax returns annually, and pay the correct taxes owed while ensuring taxes withheld are remitted. Failure to do so can result in penalties and criminal charges.
Economic impact of e20 F. Biagi Tech4i2Kasia Szkuta
Presentation given at the "Enterprise 2.0 in Europe" workshop where the results of the interim report of the “Enterprise 2.0 study were presented and discussed with experts. Economic impact of e20 F Biagi Tech4i2
Brussels, 14th of September 2010
The document provides an overview of macroeconomic, financial, business, environmental, regulatory, human capital, and technological trends relevant to Hera Group for the first half of 2020. Key points include:
- The global economy contracted in 2020 due to the Covid-19 pandemic, with the IMF projecting a -4.9% decline in global GDP.
- Eurozone GDP is projected to decline -10.2% in 2020. The ECB took measures to support the economy through bond purchases and interest rate cuts.
- Italy's GDP is forecast to decline -12.8% in 2020 due to the pandemic, though more optimistic projections see a -9.5% decline.
- Energy prices
Facebook is a social media company founded in 2004 by Mark Zuckerberg. It has over 1 billion active monthly users and is headquartered in Menlo Park, California. The document provides an overview of Facebook, including its mission, core values, subsidiaries, and financial analysis. It discusses Facebook's PEST analysis, Porter's Five Forces model, and SWOT analysis. It also analyzes Facebook's financial ratios such as EBITDA margin, net profit margin, return on assets, and compares these ratios to its competitors LinkedIn and Twitter. Overall, the analysis finds Facebook is performing significantly better than its competitors based on most financial metrics.
This document provides an overview of the EEI Platform activities and instruments to be executed in 2010. This document is publicly available for any organization interested in and involved in electronic billing (e-billing), e-invoicing (e-invoicing), automated invoice processing and credit management in all its aspects.
This version provides an overview of eligible activities and instruments in 2010 on January 20, 2010. New developments in activities and instruments will lead to a modified version of the activity plan during the remaining of 2010.
The purpose of this document, its activities and instruments is to achieve the objectives determined by the EEI Platform. It is intended to effectively realise the proposed activities and instruments as much as possible, in tune with the participants of the EEI Platform and also in tune with other partners and stakeholders in the field of e-billing, e-invoicing and automated invoice processing.
The first section of this document primarily addresses the mission and positioning of the EEI Platform towards e-invoicing and invoice automation. This section also discusses the differentiation of the activities and instruments into four segments. Section 3 provides an extensive explanation of these segments.
Section 2 deals -in alphabetical order- with the activities and instruments that are scheduled to be executed using the 'SMART’ method. Therefore, the section starts with an explanation of the 'SMART' Framework.
The document discusses the presentation topics of economic and social benefits. It will be presented by a group consisting of 4 members. The presentation will cover the economic benefits, how to measure economic benefits, social benefits, and the importance of social benefits. Economic benefits are then defined and examples are provided such as profit, jobs, and GDP growth. Social benefits are defined as private benefits plus external benefits. The importance of analyzing both economic and social costs and benefits for decision making is also discussed.
The report issues a BUY recommendation on Facebook with a 12-month target price of $131.97, representing 13.2% upside from the current price. This valuation is based on Facebook's strong revenue growth that has exceeded industry averages, significant earnings growth, and large cash reserves with no long-term debt. A discounted cash flow model is used to value Facebook, assuming revenue growth rates decline gradually from 51.4% to 31.4% over the next 5 years, with a long-term terminal growth rate of 3.23%.
Magnite - taking action on identity in europe - april 2021Romain Fonnier
The Identity and 3rd party cookie commotion has reached a critical point in Europe - and recent announcements from Google (and the ensuing industry chatter) have created an atmosphere of fear and confusion within the programmatic ecosystem.
It's time to clear up the confusion and move forward. This webinar aims to:
• Provide context and clarity to the confusion
• Highlight the key areas of focus
• Show publishers the collaborative path forward - timelines and actionable steps
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Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
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- Improved access to information online could save nearly 2.5 million lives from better disease prevention and management of conditions like HIV/AIDS. It could also reduce child mortality and increase life expectancy.
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Advertising contributes significantly to GDP and employment in Europe according to a study by Deloitte. Some of the key findings include:
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3) Individual game responses vary, but positive tweets were generally 4-9 times more effective at driving FIFA 2013 and Call of Duty sales than additional advertising.
Advertising - An engine for economic growth - Final report Nov 1st 2013Alan Cox
Advertising plays a central role in the Irish economy. It contributed an estimated €5.3 billion to Irish GDP in 2012 based on €938 million spent on advertising that year. Advertising supports jobs, funds Irish media and culture, powers markets through competition and innovation, enables the internet economy, and stimulates social change. It is estimated that every €1 spent on advertising generates €5.7 for the Irish economy on average through these various economic impacts. The report argues that policymakers should recognize advertising's outsized economic impact and consider policies to support further growth of the advertising industry in Ireland.
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Entitled "Advertising: An engine for economic growth",the report seeks to quantify and detail the multi-faceted impact the advertising industry has from job creation to supporting innovation and stimulating competition.
The report was sponsored by Core Media, Google, Independent News and Media (INM) and RTE.
You can find the Core Media Website here http://www.coremedia.ie/index.html
This presentation has been published on SlideShare to ease access of viewing in assoication with and article at http://bgn.bz/adirl
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2. Social media influencers earning income from platforms like YouTube, Facebook, and Instagram are considered engaged in business and must pay income and business taxes, like percentage tax or VAT, on their earnings unless exempt.
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Brussels, 14th of September 2010
The document provides an overview of macroeconomic, financial, business, environmental, regulatory, human capital, and technological trends relevant to Hera Group for the first half of 2020. Key points include:
- The global economy contracted in 2020 due to the Covid-19 pandemic, with the IMF projecting a -4.9% decline in global GDP.
- Eurozone GDP is projected to decline -10.2% in 2020. The ECB took measures to support the economy through bond purchases and interest rate cuts.
- Italy's GDP is forecast to decline -12.8% in 2020 due to the pandemic, though more optimistic projections see a -9.5% decline.
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This version provides an overview of eligible activities and instruments in 2010 on January 20, 2010. New developments in activities and instruments will lead to a modified version of the activity plan during the remaining of 2010.
The purpose of this document, its activities and instruments is to achieve the objectives determined by the EEI Platform. It is intended to effectively realise the proposed activities and instruments as much as possible, in tune with the participants of the EEI Platform and also in tune with other partners and stakeholders in the field of e-billing, e-invoicing and automated invoice processing.
The first section of this document primarily addresses the mission and positioning of the EEI Platform towards e-invoicing and invoice automation. This section also discusses the differentiation of the activities and instruments into four segments. Section 3 provides an extensive explanation of these segments.
Section 2 deals -in alphabetical order- with the activities and instruments that are scheduled to be executed using the 'SMART’ method. Therefore, the section starts with an explanation of the 'SMART' Framework.
The document discusses the presentation topics of economic and social benefits. It will be presented by a group consisting of 4 members. The presentation will cover the economic benefits, how to measure economic benefits, social benefits, and the importance of social benefits. Economic benefits are then defined and examples are provided such as profit, jobs, and GDP growth. Social benefits are defined as private benefits plus external benefits. The importance of analyzing both economic and social costs and benefits for decision making is also discussed.
The report issues a BUY recommendation on Facebook with a 12-month target price of $131.97, representing 13.2% upside from the current price. This valuation is based on Facebook's strong revenue growth that has exceeded industry averages, significant earnings growth, and large cash reserves with no long-term debt. A discounted cash flow model is used to value Facebook, assuming revenue growth rates decline gradually from 51.4% to 31.4% over the next 5 years, with a long-term terminal growth rate of 3.23%.
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Cette année, le Salon de la Radio a été remplacé par le RadioWeek, qui s'est tenu 100% en ligne durant 5 journées thématiques du 18 au 22 janvier 2021.
A cette occasion, l'IAB France a organisé un webinar autour de l'Audio Programmatique afin de présenter les travaux de la Task Force Audio Digital et les perspectives 2021.
Le barometre du programmatique - IAB France - 2021Romain Fonnier
L'IAB France publie son 1er Baromètre Programmatique. Vendredi 5 Février 2021- L'Interactive Advertising Bureau France (IAB France) crée le 1er Baromètre Programmatique qui présente l’évolution du marché en 2020 (vs 2019) et les niveaux d’investissements programmatiques en France sur l’ensemble des environnements publicitaires excluant les wall garden, le social et le search.
Cette 1e édition du Baromètre Programmatique a été réalisée dans le cadre des travaux de la Task Force Programmatique pilotée par Philippe Framezelle, Directeur de la Régie Adverline et présentée le 4 février lors d’un webinaire.
Destiné à l’ensemble des acteurs de la chaîne de valeur, ce baromètre a pour objectif d’apporter plus d’insights et de lisibilité au marché par un suivi régulier de l’état des achats programmatiques en France.
Les données partagées dans ce baromètre ont fait l’objet d’une analyse approfondie menée par Adomik, technologie d’analyse de la data. Le Baromètre met en avant la répartition des achats programmatiques par format, device, type de deal et offre une vue sur les CPM, les top annonceurs et top bidders. Sur le périmètre mesuré, les investissements 2020 sont en diminution de -4,3% et le CPM moyen en programmatique se situe à 0,96€.
Pour la 1ère fois, le mobile est le device en tête des achats programmatiques.
On constate une chute des CPM lors du premier confinement qui n’a pas été confirmé lors du second avec une remontée des CPM sur le dernier trimestre.
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
L’AF2M, l’IAB France et le SNPTV s’associent pour publier un Guide sur « La publicité segmentée » destiné aux annonceurs
Elaboré par les experts des groupes de travail de l’IAB, de l’AF2M et du SNPTV, ce guide s’adresse à tous les annonceurs désireux de mieux comprendre les spécificités de cette nouvelle opportunité TV.
Les lecteurs y découvriront l’architecture technologique mise en place, ainsi que le calendrier de mise en œuvre jusqu’à fin 2021 avec les différentes étapes successives, les modes de réception compatibles avec ce type de publicité et enfin les échanges nécessaires entre les opérateurs de télécommunication et les éditeurs de chaînes de télévision. Par ailleurs, afin de clarifier et faciliter la compréhension de tous, un glossaire a été élaboré, reprenant les termes utilisés en matière de TV segmentée.
Ce Guide est disponible et téléchargeable dès maintenant sur les sites des 3 associations contributrices.
« Ce Guide a été construit afin d’aider les annonceurs à mieux comprendre la complémentarité entre la TV traditionnelle et la TV segmentée. Il exprime bien les nouvelles possibilités offertes aux marques sachant que les limites actuelles seront levées progressivement pour permettre le développement d’un nouveau marché. ». Isabelle Vignon, Déléguée Générale SNPTV.
« Nous sommes très heureux de nous être associés à l’AF2M et au SNPTV pour publier ce guide qui nous a semblé nécessaire alors que nous sommes au démarrage de la phase de convergence entre Télévision et Digital. Ce n’est que le début d’une nouvelle expérience publicitaire que tous les acteurs de l’adtech suivent avec attention. » Jacques Cazin, CEO Adways et responsable de la Task Force Vidéo & TV segmentée de l’IAB France.
« La Télévision, grâce au Digital et à la forte implication des Opérateurs, va offrir de nouvelles possibilités aux marques pour toucher leurs cibles. Opportunités qui feront naître, à n’en pas douter, de nouvelles approches ou stratégies de communication de la part d’annonceurs, grands ou petits. » Natalie Jouen Arzur, Déléguée Générale de l’AF2M.
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
L’IAB France publie un guide sur le futur du ciblage sans cookies tiers
Elaboré par les experts du groupe de travail « Identity Cokieless » de l’IAB France, ce guide s’adresse principalement aux acteurs de l’industrie du marketing et de la communication en ligne qui s’interrogent sur l’avenir du cookie tiers et le devenir du ciblage publicitaire. Ce guide à vocation pédagogique s’adresse à un public désireux de mieux comprendre le fonctionnement des cookies, comment ils sont recueillis et activés à des fins de communication en ligne.
Les experts de la Task Force Identity Cookieless ont fait le point sur les solutions aujourd’hui envisagées à date. L’ensemble de ces réflexions est rassemblé dans un guide.
Une architecture claire et simple sous la forme d’intercalaires qui permet au lecteur de trouver rapidement les informations liées à chaque solution.
Augustin Decré, pilote de la Task Force Identity Cookieless et Managing Director Southern Europe d'Index Exchange précise: "Alors que beaucoup d’acteurs de l’industrie évoquent déjà la fin du cookie tiers pour 2022, il n’existe actuellement pas de solution idéale pour remplacer cet identifiant, qui reste, depuis 25 ans, une infrastructure essentielle pour l’ensemble de la publicité digitale. »
A ce jour, des questions subsistent encore, les entreprises de l’industrie restent mobilisées, sur le plan européen et international via le projet REARC de l’IAB, pour apporter de nouvelles solutions viables sur le long terme.
Des mises à jour régulières seront effectuées selon les nouvelles approches envisagées.
Un webinar sur le même thème, a été organisé par l’IAB France le 10 décembre dernier. Plus de 150 participants ont été réunis autour des 10 experts membres et pilotes des groupes de travail de la TF Identity Cookieless afin de présenter les grandes lignes du guide cookieless.
Smart lance son « Identity Indicator »
Dans un contexte où l’industrie de la publicité se prépare à un avenir sans cookie, Smart dévoile son Smart Indicator (disponible ici), un rapport conçu à destination des acheteurs médias et des éditeurs pour mieux comprendre l’impact de la dépréciation des cookies tiers et des ID mobile en temps réel. L’« Identity Indicator » de Smart offre un regard trimestriel sur les tendances émergentes autour du consentement et de l’identité, dans la transition vers un écosystème de publicité numérique privilégiant la confidentialité.
Toutes les données de ce rapport proviennent du SSP de Smart et ont été collectées du 8 au 28 mars 2021 sur l’inventaire web et/ou mobile de tous les éditeurs de Smart dans les marchés suivants : le Brésil, la France, l’Allemagne, l’Italie, le Mexique, l’Espagne, le Royaume-Uni et les États-Unis.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
En mars 2020, le marché publicitaire digital s’est resserré : le confinement a provoqué une réduction des campagnes, mais aussi une généralisation des filtres bloquant la publicité dans les contextes liés au Covid19. Cela a eu un impact conséquent sur la monétisation publicitaire des contenus premium. Cet épisode, qui a pénalisé directement les éditeurs et leurs régies, a révélé un grand besoin de clarification et de pédagogie en matière de brand safety. Dans cette perspective, les experts du SRI ont rassemblé leurs connaissances et pratiques du sujet dans un nouveau ‘Pense pas bête’ : le Guide de la brand safety et de la brand suitability.
Face à la dispersion des campagnes digitales, les annonceurs et leurs agences doivent s’assurer que les contextes de diffusion sont appropriés aux marques et que leurs campagnes ne financent pas des contenus universellement jugés indésirables (contenus illégaux, pornographiques ou incitant à la haine par exemple). Si ces pratiques ne sont pas nouvelles, les outils et les technologies de filtrage utilisés se sont récemment multipliés et complexifiés, et leur gestion induit parfois des effets contre-productifs. Les marques, pour ne pas associer associer leurs campagnes à des contenus inappropriés, peuvent actionner ces filtres à différents niveaux de la chaine publicitaire, notamment sur la base de mots clés, appelés aussi blacklists ou blocklists. Mais leur emploi, parfois maladroit, redondant ou excessif, impacte directement les volumes d’inventaires publicitaires disponibles sur les sites et de la même manière, l’efficacité des campagnes.
Aussi, comme il l’a déjà fait avec le programmatique, les cookies ou l’efficacité, le SRI propose dans un nouveau ‘Pense pas Bête’ de considérer cette légitime préoccupation des marques pour en donner une vue d’ensemble claire et pédagogique. Ce document est basé sur des entretiens avec de nombreuses parties prenantes - éditeurs, agences & tech - et réconcilie les visions sell side et buy side. En effet, pour que chacun puisse jouer efficacement son rôle dans la chaîne, il est essentiel de s’accorder sur une vision commune. C’est l’objet de ce guide qui permet de partager des définitions, de clarifier les rôles de chacun, de comprendre le fonctionnement des outils et de rassembler quelques bonnes pratiques et recommandations.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Le champ des possibles en matière d’optimisation des
performances susceptibles de rendre les campagnes
de publicité plus efficaces, est pour les annonceurs
comme pour les prestataires très étendu.
Chose inconcevable avec la publicité offline.
Ainsi, afin de pouvoir suivre les statistiques d’une
campagne online, un annonceur va intégrer à ses
liens de redirection des trackings qui permettront par
la suite l’étude des résultats sur un outil d’analyse
approprié et il pourra également arriver que
l’annonceur utilise deux outils d’analyse statistique,
voire, si un prestataire est impliqué dans la gestion
de la campagne, que ce dernier ajoute également son
propre outil d’analyse.
Malheureusement, il est très rare que l’on puisse
coordonner les différents outils de mesure afin de
permettre l’obtention d’informations communes.
De fait, les données varient le plus souvent au niveau
des clics et des impressions. Cela peut être parfois
source de désaccord entre les deux entités que sont
l’annonceur et le prestataire, tous deux impliqués
au même titre dans la campagne publicitaire.
Bien évidemment, force est de constater qu’il n’y a
pas d’outil d’analyse meilleur qu’un autre, et si les
données obtenues diffèrent souvent, c’est d’abord
que les méthodes et les facteurs d’analyse divergent
beaucoup d’un outil à l’autre.
À partir de quand faut-il essayer de comprendre
l’écart de statistiques ? Nous le verrons au travers de
ce document.
L'édition 2019 du Black Friday a été une fois encore le temps fort du secteur Retail
sur la fin d'année, véritable rampe de lancement de la période englobant Noël et
les soldes d'hiver. De plus en plus plébiscité par les marques et les internautes
(62% des internautes profitent du Black Friday selon un sondage BVA de novembre 2019), le Black Friday 2019 s'est distingué avec un démarrage précoce pour
certains marchands, anticipant d'une semaine la date "officielle" de lancement
afin de couper l'herbe sous le pied de la concurrence en proposant des offres très
agressives d'entrée de jeu.
De façon encore plus visible que lors des précédentes éditions, les soldes continuent de perdre en importance au profit du Black Friday, notamment sur les
secteurs de l'Habillement et de la High tech.
Le volume de business généré à l'occasion de ce temps fort en fait un moment clé
dans la stratégie d'affiliation des marchands qui peuvent s'appuyer à cette occasion sur des verticaux puissants et déclencheurs d'achat pour démultiplier leurs
ventes. L'écosystème des Editeurs a été tout particulièrement dynamique cette
année et a fait la part belle à l'innovation en proposant des dispositifs puissants
alliant personnalisation et performances.
Dans la présente étude, vous trouverez une analyse des principaux indicateurs
clés de performance par secteur d'activité ainsi qu'une vision affinée sur les 3
temps forts qui se se sont dégagés du Black Friday 2019: la semaine précédant le
jour J, le week-end du Black Friday et la CyberWeek qui a suivi.
Le Baromètre du Lead du CPA vous est présenté par les membres du Collège Lead du CPA, acteurs du
marketing digital et spécialistes de la génération de leads. Tous les résultats proviennent d’une étude menée
par les rédacteurs du Baromètre sur une période d’analyse des chiffres de Septembre 2018 à Août 2019 inclus.
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
Résultats des sondages IAB / CPA : «Les conséquences économiques de la crise covid-19»
A l’image de nombreux pays à travers le monde adoptant des mesures pour lutter contre la propagation du virus COVID-19 dont le confinement, l’économie française est gravement touchée et le digital ne fait pas exception. De nombreux secteurs ont besoin d’un soutien public pour traverser ces moments difficiles. Les gouvernements prennent des mesures de soutien de l’économie et d’anticipation de la reprise d’activité. Le digital ne doit pas en être exempté.
Dans le cadre de la crise sanitaire que nous traversons (Covid 19), le CPA et l’IAB ont réalisé un sondage auprès de leurs adhérents, afin de comprendre les principales préoccupations de l’industrie et les conséquences économiques de cette crise mondiale. Plus de 100 dirigeants d’entreprises représentatives des acteurs du marketing et de la publicité digitale en France (éditeurs, régies, agences, adtech, etc.) ont répondu au questionnaire entre le 7 et le 27 avril dernier.
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
Les annonceurs sont confrontés à des écarts de comptages croissants entre les technologies qu’ils utilisent dans le cadre de leurs campagnes marketing online. Ces écarts brouillent la mesure et l’analyse des performances des opérations mais posent aussi des soucis de facturation de plus en plus fréquents. Afin d’aider tous les acteurs de la chaine marketing digital à mieux cerner les raisons qui sont à l’origine de ces écarts et de leur donner les conseils de première urgence pour les réduire, nous, membres du Collège Technologie du CPA, avons rédigé ces fiches. Elles ont pour but de contribuer à faciliter la compréhension de notre industrie et, en expliquant les phénomènes, de poser des bases permettant à tous d’avoir un repère commun.
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
Le Baromètre de l’affiliation 2020 est l’outil de référence pour piloter et optimiser sa stratégie d’affiliation, tout au long de l’année.
Cette nouvelle édition de notre, désormais, incontournable baromètre de l’affiliation se veut
plus riche que jamais. Portée par les membres du CPA (Collectif Pour les Acteurs du marketing
digital), elle recouvre les 15 principaux secteurs d’activités de l’e-commerce en France.
L’affiliation est au cœur de la plupart des stratégies digitales d’acquisition et fidélisation des
annonceurs. Ce baromètre apporte donc un éclairage indispensable pour bien appréhender ce
levier clé du mix marketing à la performance.
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
European Programmatic Ad Spend Report 2018
The latest IAB Europe Programmatic Ad Spend Report reveals that programmatic revenue grew by 33 percent in 2018, topping €16.7bn, with more than 70 percent of display and more than 50 percent of video now traded via programmatic methods. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 percent, to a total of €5.5bn.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
There is a continued push for a quality and safe advertising environment
Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low
Talent and skills remain a barrier to investment
Supply chain transparency is still an issue
The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency
Programmatic continues to be a catalyst for delivering brand campaigns at scale
In light of GDPR, stakeholders are looking to use more first party data, private marketplaces and contextual targeting
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
Cette étude de référence, initiée par le SRI et réalisée par le cabinet de conseil et d’audit PwC, en partenariat avec l’UDECAM, donne un éclairage indispensable sur le marché publicitaire digital et son écosystème, en analysant l’évolution de son chiffre d’affaires net par leviers, par formats, par modes d’achat et par devices[1].
Le marché français de la publicité digitale atteint 4 876 M€de chiffre d’affaires net sur l’ensemble de l’année 2018, en progression de +17% par rapport à 2017.
Depuis 2008, le marché n’a cessé de croître et d’évoluer, au rythme soutenu de la digitalisation des médias, des audiences, des organisations et des annonceurs.
En 2018, la publicité digitale retrouve une vigueur jamais observée depuis 2009
Avec une croissance de 17% par rapport à 2017, le marché de la publicité digitale[2]compte pour 4 876M€ en 2018. En 10 ans, le marché a été multiplié par 2,5[3].
Sur l’ensemble de l’année :
Le Search progresse de 11%, il représente 45% du marché global et un CA net de 2 275M€
Le Display global connaît une croissance de 30% (1974M€), il représente 40% du digital mais son évolution est très contrastée :
Display Social : +63, soit 22% du marché global et un CA net de 1 088M€
Display hors Social : +5%, soit 18% du marché global et un CA net de 886M€
Les « Autres Leviers »sont quant à eux en croissance de +6%, ils représentent 15% du marché global, et leur CA net s’élève à 735M€ :
Affiliation : +7,5%
Comparateurs : + 6%
Emailing : +2%)
Les Médias dits « Historiques »représentent 16% du Display global et 36% du Display hors Social[4]
L’IAB France publie son premier guide sur la data qui fournit aux annonceurs, agences et éditeurs une vision claire des meilleures pratiques de la data. Qu’est-ce qu’une donnée ? A quels objectifs de campagne répond-t-elle ? Quels en sont les usages ? Les tendances ?
Dans un monde où les consommateurs et citoyens sont de plus en plus connectés, la data représente un enjeu majeur et un véritable levier de digitalisation pour les entreprises. La consommation des données et leur utilisation sont au coeur des préoccupations actuelles et représente un avantage concurrentiel pour les acteurs du marché ; la mise en place du RGPD en est la preuve et il nous a semblé pertinent de produire ce guide afin d’aider les lecteurs à identifier les bonnes méthodologies d’usages de la data.
Fruit de l’expertise et de la collaboration des entreprises expertes du réseau IAB France, ce guide présente une approche claire et simple des données pour en comprendre leur valeur et leurs usages dans les stratégies de marketing en ligne.
Virtual Leadership and the managing workIruniUshara1
Virtual leadership is a form of leadership in which teams are managed via a remote working environment.
Like traditional leadership roles, virtual leaders focus on motivating employees and helping teams accomplish their goals.
Virtual leadership focuses heavily on improving collaboration through communication, accountability, and transparency
Profiles of Iconic Fashion Personalities.pdfTTop Threads
The fashion industry is dynamic and ever-changing, continuously sculpted by trailblazing visionaries who challenge norms and redefine beauty. This document delves into the profiles of some of the most iconic fashion personalities whose impact has left a lasting impression on the industry. From timeless designers to modern-day influencers, each individual has uniquely woven their thread into the rich fabric of fashion history, contributing to its ongoing evolution.
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
Efficient PHP Development Solutions for Dynamic Web ApplicationsHarwinder Singh
Unlock the full potential of your web projects with our expert PHP development solutions. From robust backend systems to dynamic front-end interfaces, we deliver scalable, secure, and high-performance applications tailored to your needs. Trust our skilled team to transform your ideas into reality with custom PHP programming, ensuring seamless functionality and a superior user experience.
Tired of chasing down expiring contracts and drowning in paperwork? Mastering contract management can significantly enhance your business efficiency and productivity. This guide unveils expert secrets to streamline your contract management process. Learn how to save time, minimize risk, and achieve effortless contract management.
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
The report *State of D2C in India: A Logistics Update* talks about the evolving dynamics of the d2C landscape with a particular focus on how brands navigate the complexities of logistics. Third Party Logistics enablers emerge indispensable partners in facilitating the growth journey of D2C brands, offering cost-effective solutions tailored to their specific needs. As D2C brands continue to expand, they encounter heightened operational complexities with logistics standing out as a significant challenge. Logistics not only represents a substantial cost component for the brands but also directly influences the customer experience. Establishing efficient logistics operations while keeping costs low is therefore a crucial objective for brands. The report highlights how 3PLs are meeting the rising demands of D2C brands, supporting their expansion both online and offline, and paving the way for sustainable, scalable growth in this fast-paced market.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
2. Important Notice from Deloitte
This report (the “Report”) has been prepared by Deloitte LLP (“Deloitte”) for Facebook Inc. in accordance with the
contract with them dated 22nd November 2011 (“the Contract”) and on the basis of the scope and limitations set out
below.
The Report has been prepared solely for the purposes of assessing the Economic Contribution of Facebook in
Europe, as set out in the Contract. It should not be used for any other purpose or in any other context, and Deloitte
accepts no responsibility for its use in either regard including their use by Facebook Inc. for decision making or
reporting to third parties.
The Report is provided exclusively for Facebook Inc.’s use under the terms of the Contract. No party other than
Facebook Inc. is entitled to rely on the Report for any purpose whatsoever and Deloitte accepts no responsibility or
liability or duty of care to any party other than Facebook Inc. in respect of the Report and/or any of its contents.
As set out in the Contract, the scope of our work has been limited by the time, information and explanations made
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1
4. Executive Summary
Facebook embodies a new generation of social media organisations who have significant global
impact and create economic value through enabling ecosystems. This enabling basis means that
traditional narrow measures of economic impact are limited and it is critical to consider the broader
impact of Facebook in allowing other parties to create value across the economy. To consider the
nature and scale of these impacts Facebook commissioned Deloitte to estimate its economic impact
across the 27 Member States of the European Union and Switzerland (EU27*) in 2011.
The central estimate of gross revenue enabled by the activities of Facebook is €32 billion. This
revenue converts into an economic impact of €15.3 billion and supports 232,000 jobs.
Defining and measuring the economic impact of Facebook
Facebook creates economic impact1 through both narrow effects, caused by its day-to-day activities within
Europe, and broad effects, accruing to third parties as a result of the Facebook ecoystem.
Facebook’s narrow economic impacts are the sum of three economic effects:
• Direct effect: spending by Facebook on its employee wages, on paying taxes, and the profit generated
from its activities in 2011.
• Indirect effect: value created in associated supply-chain industries resulting from the supply of inputs to
Facebook.
• Induced effect: value created from spending in the overall economy as a result of direct and indirect
effects from the generated economic activity of Facebook and associated industries.
However, internet-based businesses, such as Facebook, are able to enable broader economic activity across a
series of economic agents even though they have a small physical footprint. Such broad economic impacts can
be expected to be far more significant for these types of businesses when compared to the narrow economic
impact created by traditional businesses. In particular, Facebook is found to have significant impacts upon:
• Business Participation: enabling businesses to raise awareness of their products and therefore
generating new sales through Facebook business pages, which lead to referrals to websites and brand
value supported by likes, as well as through paid advertising.
• Platform effects: developing a focused specific App community and enabling more frequent and larger
social activities among users.
• Technology sales: boosting the demand for technology through increased sales of devices and
broadband connections.
The relationship between the narrow and broad economic impacts of Facebook is summarised below.
1
Economic impact (including narrow and broad effects) refers to the total contribution Facebook makes to the economic output of Europe
measured in terms of Gross Value-Added (value added) and jobs created. Value added itself represents the value added by an activity at
each stage of production and is analogous to GDP contribution.
3
5. All economic impact and employment results in this study are additional. They represent value created in
respect of Facebook users and associated value in the supply chain. Additionality measures the extent to which
economic activity can be attributed to Facebook (measured as jobs and additional income) rather than
representing displacement/cannibalisation of existing economic activity (for example, through simply
transferring where income is spent or redistributing employment between sectors). Additionality is a way of
attributing reasonable value to Facebook, but it does not necessarily mean causality.
Facebook’s European economic impact
The central estimate of the gross revenue enabled by Facebook in its ecosystem in the EU27* across both broad
and narrow effects is €32 billion in 2011. This revenue is then converted into an economic impact of €15.3 billion
as well supporting 232,000 jobs. The sources of this impact are summarised below.
4
6. Source: Deloitte estimates
Facebook’s narrow effects create an estimated €214 million of economic impact and support circa 3,200 jobs.
This impact is, however, dwarfed by the contribution of the broad economic impacts the platform allows others
to make to the economy of Europe. These broad effects equate to €15.1 billion of economic impact and allow
Facebook to support around 229,000 jobs.
Of these broad effects, the impact on business participation where Facebook enables other businesses to
advertise, promote their brand, raise awareness and therefore generate new sales is by far the largest and is
responsible for nearly half of the company’s overall economic impact. Much of this effect is associated with the
brand value created for organisations through the social links prevalent on Facebook and the new ways of
engendering interest and loyalty that Facebook provides. In particular, small businesses benefit from such a
developed Customer Relationship Management platform that is free at the point of use.
Platform effects, notably the app economy servicing the Facebook platform and social activities, represent 19
per cent of the economic impact of Facebook. The majority of these platform effects (€2 billion) come through
activity in the app economy, with European firms such as Wooga and King having a major presence. Social
activities include the positive economic effects of additional and larger events organised through Facebook.
Finally, additional sales of devices and network capacity to facilitate the use of Facebook amongst European
users are estimated to represent 36 per cent of total Facebook economic impact. The majority of this is from
induced usage of connectivity.
Employment effects are largely reflective of the relative scale of economic impacts. Estimates suggest that over
111,000 jobs are associated with increased business participation; 32,900 jobs associated with platform effects;
and 85,300 associated with induced technology sales.
5
7. Economic impact at the country level
Over three-quarters of the narrow economic contribution of Facebook comes from Ireland as the company has a
significant operations centre located there, with the UK accounting for a further 15 per cent of the narrow
impact due to the location of circa 100 employees there.
However, when both narrow and broad effects are considered, the economic impacts of Facebook are
concentrated in the larger European economies / population centres, with the UK, Spain, France, Italy and
Germany accounting for 73 per cent of the total economic impact of Facebook across the EU27*.
Source: Deloitte analysis
6
8. 1. Introduction
This chapter sets out the context for this study and provides an overview of the numerous ways in
which Facebook generates economic value.
1.1 Context
Facebook enables users to communicate and stay in touch with friends, post messages, exchange views and
experiences, organise events, interact with products and brands or enjoy games and other entertainment
through applications (apps) available on the site.
Facebook has about 800 million users globally, a proportion of those in the EU27*. Globally 50 per cent of users
log on in any given day2. Users are able to access Facebook from their personal computers and, increasingly,
mobile devices.
Figure 1.1.a: The Facebook ecosystem
Facebook’s ecosystem, powered by users and businesses enables:
• Companies to advertise their products on Facebook and showcase their brands to large numbers of
users or user groups, whether through paid advertising or free pages.
• Developers to offer their apps to users and generate revenue from those. To access these services users
need devices and broadband connections, and in this way Facebook further supports sales and
adoption of technology.
2
Facebook, www.facebook.com/press/info.php?statistics
7
9. • Policymakers and other societal organisations to interact with larger numbers of people through the
Facebook platform to seek views on a variety of issues and raise awareness and funds for particular
causes. Users themselves can also use the platform to organise their social lives, reconnect with lost
friends and make announcements to a large number of users.
1.2 Study framework
Facebook has commissioned Deloitte to assess its economic contribution in Europe. This study assesses
economic value across the EU27* with a focus on United Kingdom, Germany, France, Italy, Spain and Ireland.
The value Facebook contributes is assessed for the year 2011. This study, and its associated analyses, were
completed between November 2011 and January 2012 and uses data provided by Facebook and from other
published secondary data sources.
Economic impact is defined as the total contribution Facebook makes to the economic output of Europe
3
measured in terms of gross value added and jobs created. Throughout the remainder of this report gross value
added is referred to as economic impact or value added. Facebook’s economic impact can be disaggregated into
two categories of effect: narrow effects, caused by Facebook’s day-to-day activities within Europe; and broad
effects, accruing to third parties as a result of the Facebook ecoystem. Gross enabled revenue and value added
figures are presented, with the former showing the calculated impact prior to additionality adjustments. Only
baseline scenarios are depicted.
All value added and employment results in this study are presented as additional, i.e. the extent to which
Facebook contributes to economic activity (measured as new jobs and additional income) rather than
displacing/cannibalising existing economic activity (through simply transferring where income is spent or
redistributing employment between sectors). An example of additionality in this case might be Facebook
opening up new opportunities for businesses to engage with customers and participate in markets, which in turn
helps drive competition and innovation which subsequently drives economic growth. The economic impact
results represent value created in respect of Facebook users and associated value in the supply chain and not
necessarily in the wider economy. Additionality is a way of attributing reasonable value to Facebook but it does
not necessarily mean causality.
3
Value added is a measure of economic output analogous to Gross Domestic Product (GDP) – the rationale for using this measure is
discussed below.
8
10. Figure 1.2.a: Facebook’s economic impact
Narrow and broad effects are combined to give Facebook’s total contribution to economic activity in the EU27*.
Narrow effects
The narrow economic effects of Facebook are those traditionally calculated in economic impact assessments.
However, such approaches are limited when considering a dynamic platform such as Facebook which enables
broader economic activity across the economy.
Narrow effects cover value added and employment. Value added differs from general spending in the economy
by only including the relevant value added at each stage of production. As an example, Facebook generates
direct value added through the remuneration of its employees in wages and other payments, the operating
surplus (profit) it makes, and the taxes it pays. The difference between this estimate for value added and gross
output (or revenues) are the intermediate purchases made by Facebook. These are not included in direct value
added because they represent the value added by other areas of production in the economy. However, these
effects can be included in the overall impact of Facebook, because at other stages of production, the wages paid
(and spent), taxes paid (and spent) and profits made (and spent) all have a positive effect on the economy.
Narrow economic effects can be disaggregated into three constituent components that consider how Facebook
impacts on businesses and individuals:
• The direct effect of Facebook: those initial and immediate economic activities generated by the
company itself as part of its day-to-day on-site activities (often referred to as first-round impacts as they
coincide with the first round of spending in the economy).
• The indirect effect of Facebook: changes in employment, productivity and income in associated
industries that supply inputs to Facebook.
• The induced effect of Facebook: spending by households in the overall economy as a result of direct
and indirect effects from the generated economic activity of Facebook and associated industries.
9
11. The methodology for estimating the size of these effects is described in Chapter 2.
Broad effects
In addition to the narrow economic effects of Facebook, this report focuses on three further routes through
which Facebook enabled economic activity in EU27* in 2011. These teffects are categorised as being broad
effects in that they are enabled by Facebook, but are outside the narrow effects measured by EIAs for more
traditional networks.
• Business participation: these are the benefits that accrue to businesses4 that use Facebook as an
advertising medium. Through participating in Facebook, businesses are able to promote their brand,
raise awareness and generate new sales.
• Platform effects: these are the wider economic benefits that accrue from individuals and communities
using Facebook as a communication platform. These effects can include value added arising from the
development of apps, increased connectivity and time saved through using Facebook.
• Technology Sales: these are the benefits that accrue to businesses involved in the supply of ICT
infrastructure used to access Facebook. As the number of Facebook users increases, this may induce
demand for devices that are used to access it, leading to an uplift in sales revenues for producers and
retailers, as well as suppliers of internet infrastructure (such as broadband providers).
The approach employed to estimate these effects is described in Chapters 3 – 5.
The analysis conducted is based on the information available. Where appropriate, assumptions have been made
to illustrate the scale of Facebook’s economic impact. The analysis is, to an extent, static and may not fully
capture dynamic impacts that stem from Facebook. Further, a lack of available data means that it was not
possible to reach a quantitative estimate for all the identified impacts. In these cases a qualitative discussion is
provided.
1.3 This study
This study is structured as follows:
• Chapter 2 sets out the approach used to calculate the narrow impacts of Facebook and the associated
results.
• Chapters 3-5 detail the approach used to calculate the broad effects of the economic activity of others
created by the operations of Facebook and the associated results.
• Chapter 6 summarises the overall economic impact of Facebook across the EU27*.
Further details are provided in appendices to this study.
4
For the purposes of this study, ‘businesses’ are defined as both registered businesses and certain individuals such as celebrities who sell
own-branded products and services.
10
12. 2. Narrow impacts
Facebook has economic impact in Europe through its physical presence, its purchases of
intermediate inputs from suppliers and induced consumer spending from staff
remuneration. This narrow economic impact in the EU27* amounts to €214 million and
directly supports circa 3,200 jobs.
2.1 Introduction
Facebook’s initial economic impact on the European economy is through narrow economic impacts. These
direct, indirect and induced economic effects are created by Facebook’s physical presence and operations in
Europe; purchases of intermediate inputs from suppliers; and induced consumer expenditure stemming from
staff remuneration.
Facebook’s direct economic impact in the EU27* amounts to €124 million in value added and the organisation
directly supports over 600 jobs. Facebook’s economic footprint in Europe increases when including supply-chain
effects (business-to-business purchases) and consumer spending effects. These are estimated to account for a
further €90 million of value added and support over 2,500 jobs across the EU.
Taken together these narrow effects account for €214 million of value added and support circa 3,200 jobs across
the EU27*.
2.2 Measuring narrow impact
Direct effects
Direct effects refer to the economic effects associated directly with day-to-day on-site activities, in this case
those performed by regular and contingent staff of Facebook and contractors supporting Facebook’s activities in
Europe.
5
The direct effects of Facebook in the EU27* are estimated using the levels of employment estimates in each
Member State provided by Facebook, which are multiplied by a ‘computer and related services’ industry average
per worker productivity in each EU27* country (which varies between €89,000 and €258,000 per annum) to
6
estimate total direct value added .
Having estimated total direct value added, it is necessary to convert this into shadow gross output. This
conversion occurs by dividing the estimated total direct value added by the value added ratio7 for the ‘computer
and related services’ industry in each country. This accounts for intermediate inputs to production from that
country that do not count towards value added8. The shadow gross output feeds into the Input-Output model,
5
Estimates of employment are used rather than Facebook revenue in each EU27* Member State to drive the calculation of value added, as
revenues could lead to spurious estimates of the direct economic impact. This is because Facebook has no direct activity in 17 of the 28
countries analyzed, and revenues generated in those countries do not (in economic terms) represent a contribution to those countries’ value
added.
6
The 2009 estimate of value added and employment by sector came from Eurostat (www.eurostat.com). These are the latest available
estimates, but given relatively slow productivity growth over the last two years are still likely to represent a valid estimate of 2011
productivity. Member State or ‘country’ modelling takes place over seven geographies: the UK, Spain, France, Germany, Italy, Ireland and
Rest of EU (RoEU).
7
The ratio of value added to total output.
8
As an example, if value added in “computer and related services” is 33 per cent of Gross Output in ”computer and related services”, the
shadow Gross Output associated with the value added will be three times the estimated direct value added in that country.
11
13. which trace the interdependencies between individual sectors and the effects this has on the wider economy to
ascertain the multiplier for the indirect and induced effects of Facebook. Input-Output models which trace the
interdependencies between individual sectors and the wider economy are then used to estimate these impacts.
In this case, the analysis considers how direct Facebook activity in the ‘computer and related services’ sector
generates wider economic activity (measured in terms of jobs and value added). This is done through the use of
9,10
multipliers which determine how direct effects can have indirect and induced effects .
A downward adjustment of 10 per cent11 has been made to the multipliers based on the understanding of
Facebook’s extra-EU purchasing patterns to ensure that multiplier effects are not overstated. For reasons of
confidentiality the make-up of Facebook’s intra and extra EU purchasing is not disclosed.
Value added ratios for each industry (as detailed above for the “computer and related services” industry) are
used to translate gross output into value added for each country, within the model. For example, if gross indirect
and induced output is €1m, and, on average, 45 per cent of that represents value added, the indirect and
induced value added impact is €450,000.
Finally, industry value added is translated into employment by way of average per worker productivity across the
economy in question. This varies between €33,000 to €75,000 per worker per annum across the EU27* States.
2.3 Narrow impact results
Aggregating direct, indirect and induced effects gives the total narrow economic impact of Facebook in the
EU27*. This amounts to €214 million across the EU27*of which €210 million is across the EU6 and the majority,
€166 million, occurs in Ireland, although there is also a significant contribution of €32 million in the UK.
9
Type II expenditure multipliers, which include both business purchasing (indirect) effects and consumer spending (induced) effects are used
for the countries in question (UK, Spain, France, Germany, Italy, and Ireland). These are based upon published data from each EU country
and have been sourced from Eurostat.
10
The full Input-Output model methodology is involved, but broadly speaking, for each country the Domestic Use Matrix (differentiating
between domestic purchases and imports) is used to give a matrix of coefficients, detailing the proportion of inputs sourced by an industry
from all other industries and labour. The matrix of coefficients is then subtracted from the identity matrix before being inverted to give the
Leontief Inverse. This matrix then details Type II multipliers for each country, such that a multiplier of, for example, 1.8 in ‘computer and
related services’ means that for a direct impact of €1 million in Gross Output (revenue) terms, a further €0.8 million would be generated by
business-to-business purchases in the supply chain and induced consumer spending for a total expenditure (or Gross Output) impact of €1.8
million.
11
Based on information from Facebook.
12
14. Figure 2.3.a: Narrow economic impact, 2011
Direct Total
value Indirect & Indirect & Total narrow
Direct added induced induced narrow value
employment 2011 employment value added employment added 2011
Country 2011 (000s) (€m) 2011 (000s) 2011 (€m) 2011 (000s) (€m)
EU 27* 0.62 123.8 2.5 90.4 3.2 214.2
EU 6 0.59 120.9 2.4 89.5 3.0 210.4
UK 0.10 26.3 0.5 5.6 0.6 32.0
Spain 0.01 1.4 <0.1 0.3 <0.1 1.7
France 0.03 4.5 <0.1 0.3 0.1 4.8
Italy 0.01 2.0 <0.1 1.5 0.1 3.5
Germany 0.02 2.8 <0.1 0.0 0.1 2.8
Ireland 0.42 83.9 1.8 81.8 2.2 165.7
Other EU 0.03 2.9 0.1 0.9 0.1 3.8
Source: Deloitte analysis. Totals may not sum due to rounding.
Facebook’s business-to-business purchasing through the supply-chain and the induced consumer spending
through remuneration lead to a further economic impact of circa €90 million, supporting a further 2,500 jobs12.
As may be expected this induced impact occurs in those countries in the EU27* where Facebook has a physical
presence. The EU6 (UK, Spain, France, Germany, Italy and Ireland) account for almost all of this activity, although
the majority of the impact is felt in Ireland (€84 million) due to the location of Facebook’s site operational
centre.
12
Indirect and induced employment effects are some four times greater than the direct employment effects due to relative levels of per
worker productivity in Facebook’s Narrow activities relative to the wider economy in each EU27* country. In effect, a given level of value
added supports a greater level of employment in other industries because they tend to be less productive on average.
13
15. Figure 2.3.b: Total narrow economic impacts, 2011
Source: Deloitte analysis.
In employment terms the total narrow impact is circa 3,200 jobs, with 2,800 of this employment in Ireland and
the UK.
As the remainder of this report shows, the narrow effects which traditionally determine organisation’s economic
impact, represent only a very small proportion of Facebook’s economic contribution in the EU27*.
14
16. 3. Business Participation
Through the creation of pages and advertising, Facebook allows firms to promote their
brand, raise awareness and generate new sales. This enabling of business participation is
estimated to support €7.3 billion of economic impact and 111,000 jobs across the EU27*.
3.1 Introduction
Companies are able to advertise their products on Facebook and showcase their brands to a large numbers of
users or user groups, whether through paid advertising or free pages. Businesses can use Facebook in a number
of ways, including:
• Advertising: using Facebook to reach potential customers through targeted ads.
• Creating Pages: using Facebook to host a space to interact with customers (fans).
• Featuring stories: using Facebook to amplify brand.
• As a platform: using Facebook to invite customers to events, download and use apps and do business
using Facebook credits.
The business participation effects considered in this chapter focus on advertising and pages with the latter two
routes discussed in Chapter 4. Estimates of the economic impact arising from paid advertising, free pages and
traffic referrals on Facebook amount to €7.3 billion, supporting c.111,000 jobs, in the EU27*.
Businesses can raise awareness of their brand and activities through creating a dedicated Facebook page. A
Facebook page allows businesses to have a dialogue with existing and potential consumers and can provide links
to businesses’ own websites. By increasing traffic to businesses’ own websites, Facebook page referrals can
assist businesses to make additional sales. A key benefit of Facebook is that it allows businesses to target
advertising to a particular group of users.
Businesses can promote their brands through the use of Facebook. By liking a particular brand or business, users
of Facebook associate themselves with a particular company, brand or position (by becoming a fan). This in turn
furnishes businesses with a set of connections to interested Facebook users with whom they can communicate
through sending status updates, dedicated advertising campaigns and promotions and, most importantly,
capitalise on fans’ own networks of friends.
Through the creation of pages, encouraging users to post likes for products that they are fans of, and advertising
on Facebook, businesses are able to promote their brand, raise awareness and generate new sales and brand
value.
3.2 Measuring the impact of increased business participation
Paid advertising
In order to estimate the impact of paid advertising, the gross revenue that advertisers derive from their
Facebook advertising spend is first estimated.
Gross revenue is estimated based on publicly available third party information (Facebook page views, ads per
page and click through rates, average ad prices and the number of Facebook users per country) 13 combined
with an estimate of advertisers’ return on advertising investment (ROI). The estimate of advertising ROI is itself
13
Monthly Audience Summary, UKOM/Nielsen, October 2011
15
17. based on the amount bid by advertisers for advertising space on Facebook adjusted to better reflect industry
14
experience .
The estimates of gross revenue enabled by paid advertising also include estimates of the revenue generated by
advertising agencies from spend with Facebook, who typically take a commission on the advertiser’s advertising
spend.
Some of the value generated by advertising on Facebook can be expected to be additional or incremental. To
estimate additionality in advertising, Zentner’s 26 country panel-data displacement estimates for different
15
offline media types resulting from internet penetration are used .
Based on information on advertising spend by media type, the resulting total displacement of offline media is
calculated. This is expressed as a fraction of the online advertising market in each EU country for which data is
available; providing an average additionality figure for online advertising of 35 per cent.
Having calculated the increase to advertisers’ gross revenues from paid advertising on Facebook, indirect and
induced effects were calculated using Input-Output models in the same manner as described for the narrow
impacts.
14
The prices bid by advertisers (bid prices) are not the same as the actual prices paid. In general, bid prices should roughly reflect the value of
an ad to advertiser in terms of additional gross revenue they are expected to generate. However bid prices may understate the true value of
the ad, as the advertiser may not bid up to the ad’s full revenue potential. In a study for Google, Hal Varian (Online Ad Auctions, American
Economic Review, Varian, Hal R., 2009., 99(2): 430–34) noted that the bid price of an online advertiser provides a lower bound on the value
of a click and that using these values would understate advertiser value. An advertiser’s willingness to pay may reflect the profit impact that
advertising would have rather than the full revenue impact. Accordingly bid values are adjusted and a return on advertising investment
estimate per € invested is used consistent with industry experience.
15
The Effect of the Internet on advertising Expenditures. An Empirical Analysis Using a Panel of Countries, Working Paper Alejandro Zentner,
University of Texas, 2010.
16
18. Facebook Impact on Advertising
Facebook has given rise to new advertising agencies specialising in the use of social media. The advantages
of the Facebook platform for such agencies exist in the management of client budgets and conversion rates.
One such firm is London-based TBG Digital, which has offices in London, Paris, New York, Chicago and San
Francisco. TBG Digital works for large clients such as Vodafone, Dell, Heineken or HSBG, as well as smaller
clients such as a university offering online graduate programmes, a UK maternity retailer and a provider of
laser eye surgery. TBG Digital London reports it employs 51 staff in London with account managers being
paid a typical £34,000 a year.
Importantly, Facebook is also nurturing the creation and growth of small businesses. One example is Grape
Vine Social Media. Started by Beverly Ames-Rooks, based from home in a small village in England, Grape Vine
Social Media manages the Facebook presence of businesses varying from her local shops and pubs to
overseas holiday resorts. This extends from managing pages to uploading photos, fan management, event
management and promotion. It enables in particular her small business clients to connect with customers to
an extent that previously only large firms could do.
Sources: TBG Digital, http://www.tbgdigital.com; Grape Vine Social Media http://www.grapevinesmb.co.uk
Customer communication (pages)
As well as paying for advertisements, businesses can raise awareness of their brand and activities through
creating a dedicated Facebook page. A Facebook page can also allow businesses to have a dialogue with existing
and potential consumers and provide links to businesses’ own websites.
Pages can create an economic impact through two specific routes: referrals to other websites and changes in
brand value.
Referrals
By increasing traffic to businesses’ own websites, Facebook page referrals have the potential to raise sales for
business. The increase in sales will depend on the conversion rate, i.e. the number of users who go on to
purchase a product or service as a result of the referral.
16
The approach to valuing links to third party websites varies by type of website :
• Video websites, e.g. YouTube, were valued using an industry estimate of the advertising revenue per
thousand impressions that companies receive.
• Social media, blogs and other media were valued using a slightly higher cost per thousand impressions
than video websites.
16
Referrals to websites which individually received a tiny number of referrals from Facebook relative to more popular ones could not be
categorised into one of the types of website. Those referrals are attributed the lowest possible value of all three types of website.
17
19. • Shopping website clicks were valued by assuming that the value of a click was the same as that for a
paid advert, i.e. the probability that visitors convert from their click is similar.
Having obtained a value per click for each type of page, these were multiplied by the total number of clicks from
business pages and user pages.
Brand value
Whilst brand value represents a less tangible aspect of Facebook’s contribution to companies and there is
debate as to the scale of brand value created in Facebook’s ecosystem, it is clearly critical to the role played by
Facebook. Facebook’s fans feature allows users to clearly associate themselves with and publically signal their
liking of a company, band, public figure etc. Different studies have sought to estimate the value of a fan and
produced a variety of estimates. This study takes an estimate of €4.69 for the brand value created per fan (which
17
is the average of three studies by Chompon, Vitrue and Social Code) . Whilst the entire value of a fan may not
be realised in a single year, at least one of the studies referenced indicates that the fan value measured is a
18 19
short-term value . Other studies have suggested alternative fan values and this issue remains one of ongoing
research. The brand value per fan was multiplied by the total number of fans (4.2 billion) to derive an
approximation of gross revenue impact and then adjusted for additionality at 35%, i.e. the additionality of paid
advertising.
Based on discussions with Facebook and companies using Facebook, the incremental impact of Facebook on
brand values was varied to reflect the scale of business, with higher incremental value derived by smaller
businesses with less known brand or ability to invest in marketing.
17
Based on the following sources, a central estímate of $6.50 was taken (converted to € at an exchange rate of $1 to €0.7217 (31 October
2011)). Source: Social Code 2011, http://adage.com/article/digital/study-facebook-fan-worth-10-average-brands/231128/; Vitrue 2010,
http://mashable.com/2010/04/14/facebook-fan-valuation/; and Chompon 2011, What is the value of a social action in online commerce?
http://www.chompon.com/chompon_social_action_value.pdf
18
Ibid.
19
A source (The value of a Facebook fan: an empirical review, Syncapse,
www.brandchannel.com/images/papers/504_061810_wp_syncapse_facebook.pdf, 2010) suggested an average Fan value of €98.4,
measured as the differential value of ‘Fans’ and ‘non-Fans’ in terms of product spending, brand loyalty, propensity to recommend, earned
media value and cost offset for fan acquisition for a selection of twenty brands.
18
20. Facebook Impact on Brand Value
Companies are using Facebook as a way to market their brand.
Renault used Facebook at the Netherlands’ largest automotive exhibition, Auto RAI to make the viewing of
its cars a social experience for all the visitors, plus all their absent friends too. It used the latest technology
to make it easy as possible.
At its exhibition stalls, Renault installed pillars equipped with an RFID scanner, like those used on public
transport networks or door locks. The visitors’ exhibition cards had a chip in it and this was linked to the
visitor’s Facebook account. By tapping their card on the pillars, visitors could like the car they were viewing
on their Facebook profile and share it with their friends back home on Facebook, allowing them to comment
and interact. Pillars were also equipped with cameras posted photos of users to their Facebook walls.
Renault has 160,000 likes in its worldwide Facebook page with a disproportionate 26,000 of these likes
occurring in the Netherlands.
Source: Event Manager Blog http://www.eventmanagerblog.com/facebook/renault-rai
3.3 Business participation results
Business participation enabled by Facebook through paid advertising activity, referrals from pages and on
activities that build brand value amounts to €22.3 billion in enabled revenues, or 66 per cent of Facebook’s total
gross revenue enabled in the EU27*.
Figure 3.3.a: Gross enabled revenue from business participation, 2011
Gross enabled
revenue, €m
Country (2011)
EU27* 22,295.2
EU6 16,148.7
UK 4,378.6
Spain 1,947.1
France 3,035.6
Italy 4,558.1
Germany 2,005.6
Ireland 223.7
OtherEU 6,146.5
Source: Deloitte estimates
Converting this revenue to economic impact, measured by value added, suggests an impact of €7.3 billion
through business participation. This activity is estimated to support circa 110,000 jobs. This impact is distributed
broadly in line with the size of the national economy considered, although the relative number, and therefore
the contribution, of fans was higher in some countries such as the UK and Italy.
19
21. Figure 3.3.b: Economic impact from business participation, 2011 (€m)
Customer Customer
Paid communication - communication -
Country advertising referrals brand Value Total
EU27* 694.1 48.7 6,604.0 7,346.8
EU6 531.8 33.1 5,026.9 5,591.9
UK 160.8 9.9 1,206.7 1,377.5
Spain 60.1 1.8 659.5 721.4
France 95.8 6.1 972.0 1,073.9
Italy 99.0 3.9 1,549.8 1,652.7
Germany 103.5 10.7 574.5 688.7
Ireland 12.7 0.7 64.3 77.7
Other EU 162.3 15.6 1,577.1 1,755.0
Source: Deloitte analysis. Totals may not sum due to rounding.
Figure 3.3.c: Employment from business participation, 2011 (000s)
Customer Customer
Paid communication - communication -
Country advertising referrals brand Value Total
EU27* 10.5 0.8 99.7 110.9
EU6 6.9 0.4 65.2 72.6
UK 2.1 0.1 16.1 18.4
Spain 0.9 <0.1 9.4 10.3
France 1.1 0.1 11.0 12.1
Italy 1.3 0.1 20.2 21.5
Germany 1.4 0.1 7.9 9.5
Ireland 0.1 <0.1 0.6 0.8
Other EU 3.5 0.3 34.5 38.4
Source: Deloitte analysis. Totals may not sum due to rounding.
Paid advertising on Facebook supports a significant number of jobs and is estimated to create value added of
circa €694million. More than two thirds of this total value added occurs within the EU6. The benefits are
particularly high for the UK with €160.8m value added.
As ostensibly a free source of advertising for firms, Customer communication (pages) creates €48.7 million of
value added throughout the EU27*. Roughly three-quarters (€33.1 million), and approximately 400 of the 800
jobs, created by Customer communication (pages) are within the EU 6. In particular, the €10.7 million value
added is created in Germany, which in part compensates for legal restrictions on the like feature.
20
22. 4. Platform impacts
Facebook provides a platform on which applications can run and facilitates easier
socialisation between users. Such platform impacts are estimated to support economic
impact of c. €2.2 billion and 32,900 jobs in the EU27*.
4.1 Introduction
The preceding chapters have focussed on the benefits of Facebook to individual users and businesses. However,
Facebook also creates platform effects. Platform here refers to software architecture (in this case Facebook) that
allows other software and applications to run on it. These benefits can occur in the form of greater traffic being
redirected to particular sites, innovation in the form of new apps being developed or ideas being crowdsourced,
making it easier to organise larger social and business events more frequently, giving users and businesses
access to a larger pool of potential job opportunities or employees, plus greater engagement in the community
through better connectivity and fundraising tools.
Not all of these benefits can be readily quantified. However, on their own, additional consumer expenditure by
Facebook organised events and the Facebook app economy are estimated to create approximately €2.2 billion of
economic impact and support 32,900 jobs in the EU27*.
Facebook generates value by giving software developers a platform to develop apps for users, generating
revenue and stimulating innovation. A secondary, but still significant impact is Facebook generating value add
by making it easier for users to organise events and invite larger numbers of attendees, which in turn can lead to
greater expenditure than would have been the case otherwise. Both effects will also induce employment in
directly and indirectly related industries. These economic benefits are in addition to those occurring due to
Facebook referrals as discussed in the preceding chapter.
In addition to these quantified benefits, Facebook can also generate benefits from facilitating and promoting
social activities. These are benefits that arise from using Facebook to help organise business, social and
community activities. For example, a Facebook group titled “Earthquake Haiti” achieved over 14,000 members
20
who were able to share updates and news, support one another and raise funds .
Businesses can also collaborate with users on Facebook and other social networks to crowdsource ideas and test
new products. The British fashion company Burberry’s “Art of Trench” campaign invited users to photograph
21
themselves and link their sites through Facebook to facilitate further collaborations . Facebook also allows users
to post single questions to seek rapid feedback on specific issues; news networks often post single questions to
seek viewers’ thoughts and opinions on specific news stories or coverage.
Through using Facebook, users can also potentially save time in organising events compared to traditional
mechanisms such as telephones or email. Whilst these and other social activities effects have not been
quantified, they should be considered in any discussion of the economic impact of Facebook in the EU27*.
20
Impact of Social Media on Society, http://ezinearticles.com/?Impact-of-Social-Media-on-Society&id=5378885. The New England Journal of
Medicine also recently carried research suggesting that social media, such as Facebook, could help emergencies be handled in a ‘quicker,
more co-ordinated, effective way’ (quoted in Facebook and Twitter help speed up response to national disasters and emergencies, source:
www.impactlab.net/2011/07/28/facebook-and-twitter-help-speed-up-response-to-national-disasters-and-emergencies/).
21
www.guardian.co.uk/media/pda/2009/nov/09/burberry-art-of-the-trench?INTCMP=ILCNETTXT3487.
21
23. 4.2 Measuring platform effects
Platform effects are defined as the wider benefits accruing from greater use of Facebook as a platform by
society.
The two sources of platform based economic activity that can be measured are the app economy, i.e. software
that runs on the platform, and the additional social activity enabled by the use of Facebook.
The remaining platform effects identified (time saved, fundraising, innovation and job search) are not empirically
estimated due to data limitations and uncertainties. Instead, these economic impacts of Facebook are discussed
qualitatively and, where appropriate, through case studies. The methodology for traffic related effects was
previously discussed and is excluded from Platform estimates to prevent double counting.
The app economy
The Facebook platform allows developers to develop apps that users can download on Facebook. This broad
effect seeks to quantify the impact of this industry. The methodology used adapts an existing methodology
developed by the University of Maryland (UoM) to quantify the economic impact of Facebook apps in the USA22.
Figure 4.2.a: Approach to measuring the app economy
Source: Deloitte illustration of of UoM methodology with adaptations
The regression analysis from the UoM study estimates coefficients for the relationship between the number of
developers and MAU statistics with the number of employees working for those firms. By reversing (or backing
out) the UoM equation and inserting with US employment estimates for all software developers alongside
Facebook estimates of MAU, the percentage of the total software developer population that can be assigned to
solely working on Facebook apps in the USA is estimated at 1.9 per cent. In addition, the number of other non-
developer staff per developer is estimated at 2.2 per developer.
A downward adjustment (of 80 percent) is then made to the 1.9 per cent assumption in the EU27* as the
23
majority of apps used in Europe are created outside the EU (predominantly in the USA or Asia) .
22
The Facebook App Economy, www.rhsmith.umd.edu/digits/pdfs_docs/research/2011/AppEconomyImpact091911.pdf.
23
Source: Google usage data and Deloitte analysis.
22
24. The subsequent adjusted ratio of about 0.4 per cent of the total developer population is then applied to national
estimates of the total developer population from respective statistical agencies in Europe to estimate the
number of developers of Facebook apps in Europe. Combining this with Facebook MAU estimates, European
employment associated with Facebook app development is estimated. This is then converted into direct value
added using per worker productivity estimates, then into direct gross revenue enabled (gross output) using value
added ratios. This direct gross revenue enabled is then converted into economic impact in the same manner As
described in the previous chapters.
Finally, it was assumed that Facebook apps are additional. As social media embedded apps, they are very
differentiated in content, complexity and target audience to conventional video games (a market which has
maintained strong growth).
App Developers Case Study
Many app developers have sprung up across Europe solely a result of the platform afforded by Facebook,
and other, existing firms, have been able to expand as a result of the platform.
In Europe the largest EU-HQ’ed app developers by MAU include Wooga and King.com. These now each
employ in excess of 100 people. Major global players such as Zynga also have a significant EU27* presence,
and given the ease of building apps there is a very long long-tail of small-scale developers
Playfish is an example of economic success in Europe due to Facebook’s platform offering. Based in London,
Playfish was founded in 2007 predominantly using Facebook as a platform. After launching the successful
“Who Has the Biggest Brain?” app in 2007, Playfish secured venture capital funding and was subsequently
purchased by Electronic Arts during 2009. Also in 2009 Playfish were awarded a place in the Daily Telegraph’s
100 Best UK Start-ups.
Playfish currently has a suite of games live on Facebook (and beyond), which are freely available on
Facebook but which are played using credits paid for in-store and cashed online. In common with most app
developers Playfish revenues are therefore based on the virtual goods sold in the games using these credits.
Approaching 70 per cent of Playfish users are on the Facebook platform and according to LinkedIn Playfish
has grown to around 150 employees in the UK with other offices now open outside the EU (including in
Norway).
Sources: Zynga, http://www.jigsaw.com/FreeTextSearch.xhtml?opCode=search&autoSuggested=true&freeText=zynga; BBC News,
http://www.bbc.co.uk/news/technology-13739404; Wooga, http://www.wooga.com/2011/11/ich-bin-ein-berliner-monster/; King,
http://www.king.com/what_is_king.jsp; Playfish, http://www.playfish.com/?page=company; Linked In, http://www.linkedin.com.
Social activities
The term social activities refers to using Facebook to help organise an individual’s social and business life and
engage with wider society. There are many potential ways in which the Facebook platform can cause economic
impacts:
• Facebook events: Facebook users (both individuals and businesses) can invite other users to events.
These events can cover a range of activities (such as parties, outdoor excursions, lectures, rallies, club
nights and so forth) and typically take place in the physical world, often leading to associated consumer
expenditure.
• Time saved: by creating events or using Facebook as a communication tool, users may also be able to
save time as compared to traditional ways of doing the same thing. This time saving may also have an
economic value.
• Fundraising: through creating a page or creating an app, charities can use Facebook as a
complementary mechanism to raise donations and raise awareness of causes, often targeted at a
particular group of users.
• Innovation: businesses can use their Facebook to trial new ideas and products, as well as crowdsource
ideas from users.
23
25. • Job search: individual users, companies and recruitment agencies can also use Facebook to connect
with each other and use Facebook to find new jobs / employees.
Data issues limit the measurement of economic impact to Facebook events, the methodology for which is
described below. The other impacts are described qualitatively in section 4.4 below:
Figure 4.2.b: Approach to measuring events
24
This approach uses data provided by Facebook on the number of events generated in the EU27* over 10
months in 2011 and scales this up to cover the full calendar year. Events are then assigned as either social or
business on the basis of their originating source i.e. individual users for social events and pages for business
events.
The number of events is then multiplied by Facebook data on the average number of users saying they will or
might attend an event to give the total number of event attendees25. This number is then further adjusted to
take account of no-shows to give the total number of Facebook event attendees26.
The total adjusted number of event attendees for both types of events is then multiplied by the estimated
27
average spend at events . This expenditure data is based on a combination of UK data on average expenditure
on visits to pubs, restaurants and clubs and additional data from the weekly UK Family Expenditure Survey on
leisure spending, UK expenditure figures are then adjusted by Purchasing Power Parity (PPP) data from the
28
World Bank to account for differences in spending power across the EU27*. The total spend on Facebook
events is then adjusted to account for additionality. In its central scenario, a conservative assumption is made
that 20 per cent of Facebook social events are additional and no Facebook business events are social. Relaxing
the additionality assumption for businesses does not materially affect the results given business events
represent a relatively small portion of total Facebook events.
24
It is assumed that all Facebook ‘events’ are social activities that will take place in the physical world and are not used simply to publicise
news or some other activity.
25
Event data was filtered for events with five or more responses, including declines.
26
There have been a number of commentaries recently suggesting actual attendees to Facebook events may be much lower than the
number of invites sent out (Source: How we are killing Facebook, www.unmarketing.com/2011/02/15/how-we-are-killing-facebook/).
27
Family Expenditure Survey, 2010
28
World Bank PPP Data, 2010
24
26. It is assumed that 80 per cent of those respondents who say they will attend a social event do attend and 50 per
cent of respondents to business events attend. Evidence is not available on the actual numbers of attendees of
Facebook events (including those who attend but were invited offline). Relaxing these assumptions, to assume
100 per cent attendance, leads to only minor changes to the final results.
The gross revenue estimated to be supported by Facebook events is then run through the Input-Output model to
give value added and jobs supported figures.
4.3 Platform effects results
The following sections present the results of the modelling exercise for the quantitative impacts of the app
economy and Facebook events.
The gross enabled revenue arising from platform effects enabled by Facebook events is estimated to be c. €3.4
billion across the EU27*. The largest revenues accrue to the UK, followed by France and Germany.
Figure 4.3.a: Gross Enabled Revenue from platform effects, 2011
Gross enabled revenue, €m
Country (2011)
EU 27* 3,394.1
EU 6 2,428.9
UK 800.7
Spain 167.6
France 317.1
Italy 291.3
Germany 737.3
Ireland 114.9
Other EU 965.2
Source: Deloitte analysis. Totals may not sum due to rounding.
Turning to economic impact, the total employment supported by platform effects is around 33,000 jobs and
value added across the EU27* of c. €2.2 billion. This is a smaller impact than business participation effects, but
represents an important component of Facebook’s overall economic impact. Further, it does not include other
non-quantifiable effects such as crowdsourcing, time saved and fundraising which have the potential to further
increase the economic impact obtained through Platform effects in the EU27*.
25
27. Figure 4.3.b: Economic impact from platform effects, 2011
Total ‘App ‘ economy Social events
Total
Total Total value Total Total value employmen Total value
employment added 2011 employment added 2011 t 2011 added 2011
Country 2011 (000s) (€m) 2011 (000s) (€m) (000s) (€m)
EU 27* 32.9 2,184.4 29.3 1,952.8 3.6 231.5
EU 6 22.0 1,685.5 19.9 1,522.8 2.1 162.7
UK 7.5 561.4 7.0 522.5 0.5 38.9
Spain 1.4 101.0 1.2 82.7 0.3 18.3
France 2.4 213.3 2.1 187.0 0.3 26.3
Italy 2.0 156.0 1.6 120.1 0.5 35.9
Germany 7.7 559.8 7.2 521.6 0.5 38.2
Ireland 0.9 93.9 0.9 88.9 <0.1 5.0
Other EU 10.9 498.9 9.4 430.0 1.5 68.9
Source: Deloitte analysis. Totals may not sum due to rounding.
Unlike other broader contributions, the app economy relies heavily on Facebook as it is the only social media site
of a scale to allow dedicated app development. Across the EU27* the value added created by the app economy
is just short of €2 billion, supporting almost 30,000 jobs. The most significant app economy is in the UK, followed
very closely by Germany. Both the UK and Germany contribute over €0.5 billion value added, and have over
7,000 jobs supported by Facebook Apps. The app economy in other EU6 countries appears to be much smaller
and is a function of the level of software development in the UK and Germany.
Across the EU27* the total economic impact from social activities is €232 million, leading to total employment of
3,600 jobs. The EU6 create the majority of the employment and value added input, reflecting the strength and
size of these economies and the use of Facebook by their citizens.
4.4 Other social activity effects
In addition to the app economy and social events, there are other Facebook platform effects that facilitate social
activities but whose economic impact cannot readily be measured. These effects may, however, be substantial
and are outlined in this section.
Time saved using Facebook events
Facebook events allow individuals and businesses to create online invitations to events that will take place in the
physical world (or in some cases also online). By using the Facebook platform, creators of events can potentially
reach out to a large number of attendees (either registered Facebook users or non-users) simultaneously.
Compared to traditional means of distributing invitations (such as email or telephone), there may be a time
saving through using the Facebook platform. More specifically, Facebook can save users’ time when
communicating to their friends and colleagues through status updates and uploads of photos and videos.
Focusing on events, the amount of time saved by using Facebook as compared to other platforms may be
significant.
In order to estimate the value of time saved using Facebook it is necessary to have estimates of the time
required to set up Facebook events and comparable events using telephone and email. This data is not readily
available without primary research and is outside of the scope of this study.
26
28. Fundraising using Facebook
The Facebook platform provides an opportunity for charities and other community organisations to raise
awareness and funds for their activities and campaigns. These organisations can establish a profile on Facebook
through a dedicated page or make apps available to users. They can also harness the social network nature of
Facebook to encourage users themselves to promote campaigns, fundraise and generate awareness, e.g. linking
their status to their personal fundraising page. This fundraising route is becoming increasingly important and the
Quarterly Online Giving Index reports that social giving on social networks increased in Q2 2011 by 25 per cent
compared to Q2 201029.
Fundraising on Facebook
Facebook assisted in raising funds for the National Society for Prevention of Cruelty to Children (NSPCC) in
the UK. An individual NSPCC supporter noted that whilst changing Facebook profile pictures to cartoon
characters might be effective in raising awareness on violence against children, it did not necessarily
translate into increased donations. This supporter established a JustGiving donation page for the charity,
linking it to the Facebook campaign. In doing so the initial target of raising £2,000 in 24 hours was easily
exceeded and at the last count 6,400 people had clicked on the Facebook ‘recommend’ button further
generating awareness and traffic. Subsequent analysis of the traffic found that 6 per cent of visitors from
recommend links from Facebook went on to donate (higher than the typical advertising conversion rate) and
that on average, one recommend was worth £5 in donations.
Facebook is a particularly effective tool for individuals to raise donations, leveraging their existing friends,
generating new publicity and taking advantage of new techniques and apps. There are numerous examples
of such cases, with some recent small-scale examples using Facebook (and other social media networks)
listed below:
• ‘Wallasey charity Stick ‘n’ Step receives £6,000 fundraising boost after winning online vote’.
• ‘Ringland man aims to raise £10,000 in Grandad’s memory’.
• ‘Kenilworth estate agent's Facebook campaign helps school’.
• ‘Volvo uses Facebook for charity campaign’.
Sources: Fundraising goes viral with Facebook and JustGiving, NSPCC, http://justgiving-charity-support.zendesk.com/entries/361330-nspcc-
case-study-fundraising-goes-viral-with-facebook-and-justgiving;
www.southwalesargus.co.uk/news/gwentnews/9448804.Ringland_man_aims_to_raise___10K_in_grandads__memory/;
www.wirralnews.co.uk/wirral-news/local-wirral-news/wallasey-news/2011/12/21/wallasey-charity-stick-n-step-receives-6-000-fundraising-
boost-after-winning-online-vote-80491-29984472/; www.coventrytelegraph.net/news/coventry-news/2011/12/12/kenilworth-estate-agent-
s-facebook-campaign-helps-school-92746-29939047/; www.nma.co.uk/news/volvo-uses-facebook-for-charity-campaign/3032791.article.
30
A report by the Institute of Fundraising, MissionFish and eBay for charity, further reveals that over 70 per cent
of charities in the UK use Facebook to engage with supporters (by far the most popular social network used by
charities). The report suggests that while online donations still significantly lag behind other channels, the
percentage of total donations raised online have risen 85 per cent from 2 per cent to 3.7 per cent in three years.
Innovation arising from using Facebook as a platform
Facebook is a Web 2.0 platform which facilitates user participation, sharing and collaboration through a virtual
community. One of the features of such a platform is its ability to facilitate crowdsourcing, i.e. calling upon a
group of users to address a particular task or problem. The revenue associated with new products or services (or
new ways of doing things) created through crowdsourcing on Facebook may also have an economic impact.
More generally, through using Facebook as a tool for collaboration and better working, there may also be
further economic impacts through changes in productivity.
A wide range of companies use Facebook to crowdsource ideas. Often these are food manufacturers seeking
views on new flavours or products. For example, Walkers crisps ‘do us a flavour’ campaign in the UK used
29
The Network for Good Online Giving Index,
www.onlinegivingstudy.org/sites/default/files/userfiles/files/OnlineGivingIndexQ1%26Q22011.pdf, Q1 and Q2 2011.
30 nd
Passion, persistence, and partnership: the secrets of earning more online, 2 edition,
www.nfpsynergy.net/includes/documents/cm_docs/2011/p/passion_persistence_partnerships_2011_v2.pdf.
27
29. Facebook (and other websites) to ask users to choose a new crisp flavour. Subsequent research claimed that this
31
campaign raised brand equity by 6 per cent and year-on-year sales grew by 14 per cent .
Innovation and Crowdsourcing on Facebook
The confectionery maker Cadbury introduced the Wispa chocolate bar in the UK in 1981 and the Wispa Gold
bar in 1995. While these bars were popular, the decision was taken in 2003 to cease production of both bars.
In 2007, Facebook users began to establish user groups to petition Cadbury to re-introduce Wispa bars. It
was estimated that there were over 90 ‘bring back Wispa’ groups with approximately 14,000 members. In
response, Cadbury began production of Wispa bars again, and in November 2011 confirmed that Wispa Gold
bars would also permanently return (after returning for a limited period ending in 2010).
The official Cadbury Wispa Facebook page also regularly interacts with customers, running competitions,
polls and offering recipes. For example, in 2010 it ran a competition for users to pick descriptions of Wispa
bars that could subsequently be used in newspaper and magazine ads.
Sources: Cadbury Wispa Facebook page, www.facebook.com/wispa; Bring Back Cadbury’s Wispa Gold Facebook page,
www.facebook.com/group.php?gid=2311634209.
In the time available it has not been possible to quantify the economic impact arising from Facebook’s
collaborative nature across the EU27*. To do so would require disaggregating individual companies’ revenues to
identify what is attributable to Facebook and exploring how particular crowdsourcing campaigns have been run.
Using Facebook to find new jobs
Social networks are increasingly important recruitment channels. A survey by the recruitment platform Jobvite in
2010 found over 90 per cent of firms actively hiring used, or planned to use, social networks with over half of
employers using Facebook for recruitment32. The same survey found that spending on recruitment through
social networks is also expected to increase by 50 per cent (though subsequent macroeconomic difficulties may
blunt this spending increase). A subsequent survey by Jobvite found that 16 per cent of employees had used
social networks to find their most recent job and nearly 90 per cent of active jobseekers have a social network
profile33.
There are now dedicated recruitment apps available on Facebook that allow prospective employers to post
opportunities and access a wider pool of potential recruits. One such example is Work for Us that allows
candidates to apply for jobs through Facebook and allow employers to automatically generate ads and post jobs
to fan pages. It currently has 60,000 active users34. Employers can also use Facebook to redirect users to their
own dedicated recruitment websites and profile candidates’ user pages (though this can also have negative
consequences). The BeKnown Facebook app (developed by Monster Worldwide) also allows users to create
professional networks on Facebook and access job searches, keeping professional and personal contacts
separate.
Facebook’s share of the online job-recruitment market remains small, albeit growing. Facebook has been
35
estimated as accounting for only 1 per cent of total company hires , although this requires further verification.
31
Do Us a Flavour, Walkers case study, www.utalkmarketing.com/Pages/Article.aspx?ArticleID=18384.
32
Facebook and Twitter becoming more important for job recruitment, www.webpronews.com/facebook-and-twitter-becoming-more-
important-for-job-recruitment-2010-07. Facebook is only second to LinkedIn in terms of popularity of social media recruitment tools (55 per
cent compared to 78 per cent).
33
Jobvite, http://recruiting.jobvite.com/resources/social-job-seeker-survey.php.
34
Work for Us, www.facebook.com/WorkForUs?sk=info.
35
Recruiters Troll Facebook for Candidates They Like,
http://online.wsj.com/article/SB10001424053111903885604576490763256558794.html .
28
30. 5. Technology sales
Facebook creates demand for, and therefore generates value through, the sale of devices
and broadband to access its services. The economic impact of technology sales supported
by Facebook across the EU27* is estimated to be c. €5.5 billion and to support over 85,300
jobs.
5.1 Introduction
The online nature of Facebook’s operation and its large user base combine to mean that the company’s
operations generate value added through increased demand by users for devices to access Facebook on the
move and greater demand for the underlying broadband connections to access Facebook.
The scale of this impact is driven by the prevalence and use of Facebook. Currently more than 350 million global
monthly active users currently access Facebook through their mobile devices, with more than 475 mobile
36
operators globally working to deploy and promote Facebook mobile products .
Various devices are available to consumers which are able to access the internet and website content such as
Facebook and there is recognition in the electronics industry that Facebook is driving sales of these devices. Jim
Elliot, a senior executive of Samsung Electronics, is quoted as saying: “Social networking and particularly
Facebook is so impactful on people’s usage patterns and daily lives and this is having a huge impact on
infrastructure and device sales” and also notes that “owners of mobile devices are more likely to interact with
Facebook than non-mobile users” 37.
Facebook is also a major contributor to broadband consumption. Research conducted by the mobile operator 3
revealed that in July 2010, 2,500 terabytes of data were used across 3’s UK mobile broadband network of which
Facebook users accounted for 7 terabytes (0.28 per cent)38. This made Facebook the top data user, above the
likes of Google, Apple and Yahoo. The increasing incidence of social gaming and videos on Facebook is likely to
increase further Facebook’s total share of data consumption. In the first half of 2011, Facebook’s global mobile
bandwidth usage increased by 166 per cent compared to the last half of 2010; compared to a 77 per cent
increase for mobile data usage as a whole39.
5.2 Measuring impact on technology sales
Sales of devices40
The total stock of devices used to access Facebook in each country is estimated. This is based on Facebook data
on the number of users who interacted with Facebook by device type, adjusted to obtain unique users and to
exclude devices used by multiple users41. An adjustment is then made to the number of devices used to access
Facebook to obtain the number of those devices purchased in 2011.
36
http://www.facebook.com/press/info.php?statistics.
37
Jim Elliot, Techpulse360, http://techpulse360.com/2011/03/23/samsung-facebook-has-huge-impact-on-device-sales-electronics-industry/.
38
Facebook and Farmville dominate 3’s mobile broadband data, www.guardian.co.uk/technology/pda/2010/oct/26/facebook-farmville-3 .
39
YouTube Hogs 22 per cent of world’s mobile bandwidth, www.pcmag.com/article2/0,2817,2389194,00.asp.
40
This analysis only considers mobile devices, such as Smartphones and tablets, and therefore excludes desktops and laptops.
41
The Facebook data does not represent unique users as a user may access Facebook on multiple devices. Furthermore, a device may be
counted more than once if it is used by multiple users. The total number of Smartphone devices used to access Facebook was estimated to
be approximately 29 million in Europe in October 2011.
29
31. Figure 5.2.a: Number of users interacting with Facebook and number of devices used to access Facebook in the
EU27* by Smartphone device type, October 2011
Number of users Number of devices
interacting with used to access
Facebook across Facebook across
Smartphone device EU27* EU27*
Apple iPhone 33,356,412 8,584,630
Nokia 10,120,990 5,946,816
HTC/Android phones 20,969,167 4,479,492
Samsung 14,935,923 4,050,884
Blackberry 11,476,830 2,563,030
Sony Ericsson 2,643,478 2,218,311
LG 1,287,853 949,351
Other 976,485 460,334
Total 95,767,138 29,252,849
42
Source: Deloitte analysis based on information provided by Facebook.
An assumption is then applied to provide Facebook’s additionality to obtain the number of devices purchased to
access Facebook. This assumption is based on the results of a survey by Ofcom43 that illustrates the relative
importance of different Smartphone services such as making phone calls, social networking and internet
browsing, to Smartphone owners of different ages. This gives an additionality percentage of 16 per cent. A
further adjustment is then made to reflect Facebook’s share of time spent on social media.
Sales volumes attributable to Facebook are then multiplied by Smartphone prices (adjusted to reflect the value
of services specific to Smartphones versus basic phones) to calculate revenues. Finally, it is assumed Smartphone
production in Europe is minimal and therefore a retail margin (consisting of VAT, a retail profit, operational costs
including wages and corporation tax) is applied to gross revenue to obtain value added in Europe .
Broadband consumption
Modelling of the impact of Facebook on broadband consumption needs to consider both mobile and fixed line
broadband. Monthly prices for standalone mobile and fixed-line services were obtained from an international
benchmarking exercise performed by the UK communications regulator Ofcom with an average of available
prices applied to countries where no price information was available.
42
Figure 5.2.a indicates that approximately 96 million users interacted with Facebook on Smartphone devices in the EU27* in October 2011.
This does not represent unique users as a user may access Facebook on multiple devices. Furthermore, a device may be counted more than
once if it is used by multiple users. This is adjusted for by estimating the total number of Smartphone devices used to access Facebook to be
approximately 29 million in the EU27* in October 2011.
43
Ofcom, http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/smartphone-tables-teens.pdf;
http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr11/smartphone-tables-adults.pdf.
30
32. Figure 5.2.b: Average broadband prices
Country Single service Single-service fixed-
mobile broadband line broadband
pricing per month, € pricing per month, €
UK 9.1 12.3
Spain 16.9 34.4
France 13.4 12.3
Italy 6.9 26.7
Germany 17.2 26.5
Source: Deloitte analysis based on Ofcom, International Communications Market Report 2010,
http://stakeholders.ofcom.org.uk/binaries/research/cmr/753567/icmr/ICMR_2010.pdf
For mobile broadband, prices are multiplied by the total number of device owners who access Facebook on their
devices, whilst for fixed-line broadband prices are multiplied by the number of fixed-line connections which are
used to access Facebook. In order to then obtain the value of broadband attributable to Facebook, adjustments
are made for additionality (16 per cent of gross revenue) and the percentage of time on social networks which is
spent on Facebook.
5.3 Technology sales results
Gross revenue enabled from the sale of devices and broadband services across the EU27* attributable to
Facebook is estimated to be €6.5 billion in 2011.
Figure 5.3.a: Gross enabled revenue of technology sales, 2011
Gross enabled revenue,
Country €m (2011)
EU 27* 6,498.7
EU 6 4,627.4
UK 931.52
Spain 582.04
France 731.37
Italy 813.90
Germany 1,498.43
Ireland 70.17
Other EU 1,871.27
Source: Deloitte analysis. Totals may not sum due to rounding.
31
33. The largest impact, €1.5 billion, is in Germany. Whilst the UK has the highest number of Facebook users in
Europe, as well as the highest number of users who access Facebook via a mobile device, it has relatively low
broadband prices. Furthermore, Germany in particular has a significantly higher number of fixed-line broadband
connections and the total value of fixed-line broadband services is therefore higher.
Converting revenue to value added leads to an estimate of total economic impact of €5.5 billion, which in turn
supports 85,300 jobs. These impacts are mainly driven by broadband sales as devices are typically manufactured
outside of the EU27*. At a country level Germany continues to receive the largest impact.
Figure 5.3.b: Economic impacts of technology sales, 2011
Devices Broadband Total
Total Total value Total Total value Total Total value
employment added 2011 employment added 2011 employment added 2011
Country 2011 (000s) (€m) 2011 (000s) (€m) 2011 (000s) (€m)
EU 27* 6.0 412.2 79.2 5,120.6 85.3 5,532.8
EU 6 4.3 335.3 49.9 3,777.2 54.2 4,112.5
UK 1.7 128.5 7.1 531.3 8.8 659.8
Spain 0.3 22.0 8.1 563.8 8.4 585.8
France 0.7 66.5 6.6 581.0 7.3 647.4
Italy 0.6 46.7 9.5 731.9 10.1 778.6
Germany 0.9 64.5 18.1 1,316.4 19.0 1,381.0
Ireland 0.1 7.0 0.5 52.9 0.6 59.9
Other EU 1.7 76.9 29.4 1,343.4 31.1 1,420.3
Source: Deloitte analysis. Totals may not sum due to rounding.
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34. 6. Aggregated economic impact
6.1 EU 27* economic impacts
The estimated total economic impact of Facebook across the EU27* is presented below, disaggregated to show
the impacts of the different components of this impact.
Figure 6.1.a: Economic impact by effect, 2011
Source: Deloitte analysis. Totals may not sum due to rounding.
Of the total economic impact of €15.3 billion, narrow impacts of circa €0.2 billion represent only 1.5 per cent. As
throughout this study, the estimates only capture additional economic activity created by Facebook.
The most significant impacts are those created by Facebook enabling business participation. This includes
advertising activity on Facebook and activities that build Brand Value. Collectively, this is estimated to provide c.
€7.3 billion in the value added created by those organisations, their suppliers and through the expenditure of
those benefitting from associated jobs.
Platform effects such as the app economy servicing the Facebook platform and social activities notably the
economic effects of additional and larger events organized through Facebook, total €2.2 billion. The majority of
platform effects come through activity in the app economy, with European companies such as Wooga and King
and non-European companies such as Zynga (creators of the FarmVille game) having a major presence.
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35. Finally, sales of devices and network capacity to facilitate the use of Facebook amongst European users are
estimated to total €5.5 billion in value added terms, mainly through the purchase of the connectivity required to
access Facebook.
It is estimated that there are around 232,000 jobs associated in some way with Facebook throughout the EU27*,
with the vast majority of these (circa 229,000) related to broad effects. Of these, 111,000 are estimated to be
connected to business participation and 85,000 to technology sales.
6.2 A country level comparison
Facebook’s economic impact in each of the countries assessed is shown below in value added and employment
terms by country in 2011. Again these estimates are adjusted for additionality such that they represent activity
that has been created by Facebook in Europe.
Figure 6.2.a: Economic impact by country and effect, 2011 (€bn)
Source: Deloitte analysis. Totals may not sum due to rounding.
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36. Across the EU27*, economic impacts are greatest in the UK (€2.6 billion), Germany (€2.6 billion), Italy (€2.5
billion), and France (€1.9 billion): together these four countries account for two-thirds of the total impact across
the EU27*.
Ireland sees the most significant narrow impacts due to the concentration of Facebook’s total European on the
ground presence there (over 400 employees work at the Irish headquarters), but other broad effects are much
lower in Ireland. The UK also has a proportionately higher direct impact due to circa 100 employees, based
mainly in London.
In other EU27* countries the narrow impact is negligible, and the vast majority of impacts stem from broad
effects. Business participation effects are largest in Italy (€1.7 billion), platform effects are most significant in
Germany and the UK (€0.6 billion in each), and technology sales are highest in Germany (€1.4 billion).
Other differential effects include relatively low business participation effects in Germany (driven by low levels of
consumer liking in Germany relative to other EU countries) and relatively small scale platform effects in Italy
(where the developer population is smaller).
Germany, the UK, and Italy account for more than 100,000 of the estimated 252,000 employment created by
Facebook across the EU 27*.
6.3 Comparison of Facebook’s economic impact to other industries
A number of previous research studies on the economic impact of the internet and broadband have been
conducted. A review of this literature suggests that, whilst caution needs to be taken in making direct
comparisons, the estimates provided for the economic impact of Facebook across the EU27* appear to be
broadly in line. In particular, studies suggest that the results for Facebook represent:
• Approximately 5 per cent of the total EU-wide economic contribution of broadband; and
• Employment impacts are around 7 per cent of broadband jobs in Germany and up to 16 per cent in the
UK. These percentages are also of a similar proportion to the amount of internet traffic accounted for
by Facebook.
Further detail of these studies is included in Appendix B.
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37. Appendix A: country level estimates
UK
Figure A(i): Economic impacts of Facebook in the UK, 2011.
Value added,
Impact Jobs (000) 2011 (€m)
Direct 0.1 26.3
Indirect & Induced 0.5 5.6
Narrow Total 0.6 32.0
Paid Advertising 2.1 160.8
Customer communication 0.1 9.9
Brand Value 16.1 1,206.7
Business Participation Total 18.4 1,377.5
App Economy Effects 7.0 522.5
Social Plumbing Events Effects 0.5 38.9
Platform Effects Total 7.5 561.4
Technology Sales - Devices 1.7 128.5
Technology Sales - Broadband Consumption 7.1 531.3
Technology Sales Total 8.8 659.8
Grand Total 35.2 2,630.7
Source: Deloitte analysis. Totals may not sum due to rounding.
36
38. France
Figure A(ii): Economic impacts of Facebook in France, 2011.
value added,
Impact Jobs (000) 2011 (€m)
Direct <0.1 4.5
Indirect & Induced <0.1 0.3
Narrow Total 0.1 4.8
Paid Advertising 1.1 95.8
Customer communication 0.1 6.1
Brand Value 11.0 972.0
Business Participation Total 12.1 1,073.9
App Economy Effects 2.1 187.0
Social Plumbing Events Effects 0.3 26.3
Platform Effects Total 2.4 213.3
Technology Sales - Devices 0.7 66.5
Technology Sales - Broadband Consumption 6.6 581.0
Technology Sales Total 7.3 647.4
Grand Total 21.9 1,939.4
Source: Deloitte analysis. Totals may not sum due to rounding.
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39. Germany
Figure A(iii): Economic impacts of Facebook in Germany, 2011.
value added,
Impact Jobs (000) 2011 (€m)
Direct <0.1 2.8
Indirect & Induced <0.1 <0.1
Narrow Total 0.1 2.8
Paid Advertising 1.4 103.5
Brand Value 0.1 10.7
Business Participation Total 7.9 574.5
9.5 688.7
App Economy Effects
Social Plumbing Events Effects 7.2 521.6
Platform Effects Total 0.5 38.2
7.7 559.8
Technology Sales - Devices
Technology Sales - Broadband Consumption 0.9 64.5
Technology Sales Total 18.1 1,316.4
19.0 1,381.0
Grand Total 36.2 2,632.3
Source: Deloitte analysis. Totals may not sum due to rounding.
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40. Italy
Figure A(iv): Economic impacts of Facebook in Italy, 2011.
value added,
Impact Jobs (000) 2011 (€m)
Direct <0.1 2.0
Indirect & Induced <0.1 1.5
Narrow Total 0.1 3.5
Paid Advertising 1.3 99.0
Customer communication 0.1 3.9
Brand Value 20.2 1,549.8
Business Participation Total 21.5 1,652.7
App Economy Effects 1.6 120.1
Social Plumbing Events Effects 0.5 35.9
Platform Effects Total 2.0 156.0
Technology Sales - Devices 0.6 46.7
Technology Sales - Broadband Consumption 9.5 731.9
Technology Sales Total 10.1 778.6
Grand Total 33.8 2,590.8
Source: Deloitte analysis. Totals may not sum due to rounding.
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41. Spain
Figure A(v): Economic impacts of Facebook in Spain, 2011.
value added,
Impact Jobs (000) 2011 (€m)
Direct <0.1 1.4
Indirect & Induced <0.1 0.3
Narrow Total <0.1 1.7
Paid Advertising 0.9 60.1
Customer communication <0.1 1.8
Brand Value 9.4 659.5
Business Participation Total 10.3 721.4
App Economy Effects 1.2 82.7
Social Plumbing Events Effects 0.3 18.3
Platform Effects Total 1.4 101.0
Technology Sales - Devices 0.3 22.0
Technology Sales - Broadband Consumption 8.1 563.8
Technology Sales Total 8.4 585.8
Grand Total 20.2 1,409.9
Source: Deloitte analysis. Totals may not sum due to rounding.
40