facebook商业模式分析(一个简洁精美的欧美商业).ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,精选2021版课件,*,Facebook:the“social media”revolution,A study and analysis of the phenomenon,03.10.2007 Facebook study,1,精选2021版课件,3,Summary,Facebook:key facts and figures,Facebook revenue model,Measuring social media:2 business cases,University students:exchange and,collaborate,Bloggers:communicate and get feedback,Conclusion,03.10.2007 Facebook study,2,精选2021版课件,4,Summary,Facebook:key facts and figures,Facebook revenue model,Measuring social media:2 business cases,University students:exchange and,collaborate,Bloggers:communicate and get feedback,Conclusion,03.10.2007 Facebook study,3,精选2021版课件,5,History,In,February 2004,Facebook was created by,Mark Zuckerberg,(with Dustin,Moskovitz,Chris Hughes and 2 other Harvard students),Initially,the membership was restricted to students of,Harvard University,and subsequently expanded to other US and Canadian colleges then to,European and Asian colleges(email addresses with.edu),Since,September 11,2006,it has been available for any email address,globally,but the interface is in English only,On,May 24,2007,Facebook launched the,Facebook Platform,(f8)which,provides a framework for developers (anyone)to create applications that,interact with core Facebook features,As of,Sept.25,th,2007,with,42 million active users,FaceBook is the second,largest social networking site globally after MySpace,Source:Facebook,03.10.2007 Facebook study,4,精选2021版课件,6,Things you can do on Facebook,Keep in touch,with your old friends and meet new ones,Private and public messaging options,Keep tabs on what your friends do via their News feed,Find former schoolmates using the search feature,User groups let you discuss with others who share your interests,Keep them informed about,what you do,Update your status,Share your pictures,blog messages and videos,Promote events you are organizing or planning to attend,Access a,wealth of applications,made for all purposes,Fun,interactive applications,Applications that let you publish content(photos,videos,notes,),Applications linked to other platforms(Flickr,Pownce,Twitter,),Retain your,privacy,Control what strangers and friends may see and read about you,03.10.2007 Facebook study,5,精选2021版课件,7,Explosive growth that accelerated in 2006,More than 42 million active users as of Sept.25th 2007:the,second largest,networking site,Growth:270%between June 2006 and June 2007,The number of active users has,doubled,since Facebook expanded,registration to include users outside US campuses in Sept.2006,Facebook is the sixth-most trafficked site in the US,Worldwide Growth of Selected,Social Networking Sites,Age:15+,Social,Networking,Total Unique Visitors(000),Site,Myspace,Facebook,Hi5,Friendster,Orkut,Bebo,Tagged,Jun-06,66,401,14,083,18,098,14,917,13,588,6,694,1,506,Jun-07,114,147,52,167,28,174,24,675,24,120,18,200,13,167,%Change,172%,270%,56%,65%,78%,172%,774%,Sources:Facebook,ComScore Media Metrix,faberNovel,analyses,03.10.2007 Facebook study,6,精选2021版课件,8,The evolution of the user base has been,synonymous with an expanded range of uses,A favorite among,students,(85%market share of 4-year US universities),but half,of Facebook users are now outside of college,Fastest growing demographic:,25-34 years old,(+181%between May 2006 and,May 2007),Since the launch of the Facebook platform in May,almost,4000 applications,have,been created by third-party developers,Age slice,12-17,18-24,25-34,May,2007,35+,Sources:Facebook,comScore Media Metrix,eM,faberNovel analyses,03.10.2007 Facebook study,7,精选2021版课件,9,A feature of its users daily life,More than half of active users,return daily,People spend an average of,20 minutes,on the,site daily,More than,6 million,active user groups on the site,Over 55,000 regional,work-related,collegiate and,high school networks,Activity and loyalty are two,key characteristics of the,Facebook community,Sources:Facebook,comScore Media Metrix,faberNovel analyses,03.10.2007 Facebook study,8,精选2021版课件,10,International growth at a frantic pace,Facebook has developed a strong following in,English-speaking countries,A third of the,Canadian,population has,joined Facebook as of June 2007,a growth,of more than 3,000%in a year,The United Kingdom is the third largest,country with more than 5 million active,users,London,being the largest network,on Facebook(1,105,515 members as of,Sept.11 2007),There is far less growth in Europe and Asia as,the website is only available in English,To act against knock-offs who took advantage of,Facebooks lack of international compatibility,a,major,localization,initiative will be launched,soon:the website will be translated and therefore,accessible to users from other countries,Top to bottom:Facebook,Vkontakte(RU),Sources:Facebook,comScore Media Metrix,faberNovel analyses,03.10.2007 Facebook study,Xiaonei(CHN),9,精选2021版课件,11,A closer look at the European situation,Facebooks growth in Europe mainly stems from the UKs dynamism,Facebook has not had much success in Germany to date,Facebook has only secured a foothold in France recently but the results are showing,42,000 members in the France,network in June 2007,and,more than 127,000 now(Sept.,20th):a 300%growth!,Leading Social Networking sites ranked by European unique,visitors,Total unique visitors(000),This figure does not take into,account the people that do not,join networks,or only join,Property,Total Internet audience,Jan 2007,218,063,July 2007,224,759,%,Change,3%,Origi,n,EU,school or business ones:the,site had almost 260,000 unique,visitors in August 2007,Observations by media agency,MYSPACE.COM,Skyrock Network,BEBO.COM,20,341,11,327,7,461,25,176,13,785,12,101,24%,22%,62%,US,FR,UK,KR Media France show that,the number of visitors kept,increasing in the slow-traffic,summer months,hinting at an,FACEBOOK.COM,HI5.COM,PICZO.COM,2,066,6,979,7,557,10,795,9,554,8,035,422%,37%,6%,US,US,US,explosive growth with the start,of the school year,NETLOG.COM,8,140,7,450,-8%,BEL,Sources:Facebook,comScore Media Metrix,faberNovel analyses,KR Media France,03.10.2007 Facebook study,10,精选2021版课件,of,12,A winning strategy:opening the platform,to third-party developers,Less than a month after its launch,the Facebook Platform had already,attracted more than,40,000 developers,and produced more than 1,500 new,applications,On Sept.25th 2007,the,top 44 applications,represented almost 200 million,installations and had a total of more than,16 million daily active users,3,900 applications exist as of Sept.11,2007,while Facebook itself only offers,13,A long tail effect applies to,applications:the top ones attract,millions of users but the numbers,quickly drop for others down the,list,A strategy which competitors will,have a hard time imitating,because,structural,differences:,after the f8 launch,LinkedIn announced it would open,itself to outside developers but the,necessary adjusments would take,Sources:Facebook,comscore Media Metrix,Adonomics,nine months,InsideFacebook,faberNovel analyses,03.10.2007 Facebook study,11,精选2021版课件,13,Facebook applications are quickly,replacing specialized websites,Facebook is the n 1,photo,sharing application on the Web(more than 2.7,billion photos on the site and more than 14 million uploaded daily).The Photo,application draws more than twice as much traffic as the next three sites,combined(Photobucket,Yahoo!Photos,Webshots Community),There are three times more people invited through the,Events,application,than through a leading focused website such as E,The,video,application allows users to upload and record their own videos,display them on their profile and send video messages,Facebook effectively provides a one-stop shop solution to its users,Sources:Facebook,comscore Media Metrix,faberNovel analyses,03.10.2007 Facebook study,12,精选2021版课件,Summary,Facebook:key facts and figures,Facebook revenue model,Measuring social media:2 business cases,University students:exchange and,collaborate,Bloggers:communicate and get feedback,Conclusion,03.10.2007 Facebook study,14,13,精选2021版课件,15,Key financials,Funding:,Fall 2004:$500,000 from Peter Thiel(a co-founder of Paypal),May 2005:$13 million from Accel Partners,April 2006:$25 million from Greylock Partners,Accel Partners,Meritech Capital Partners and Peter,Thiel,According to the WSJ(Aug.23rd 2007),Facebook is on track for$30 million in profit this year,on$150 million in revenue,Revenue model:,Display ads:accounts for most of its current revenue through an advertising outsourcing deal with,Microsoft(CPM 0,30),Sponsorship:the sponsorship of groups seems to be the major potential source of future revenue,($300,000 for a 3 month presence,up 200%in June 2007 vs.February 2007),more than 150,companies are already present such as Nike,Victorias Secret,Gifts:limited edition gifts for sale at a low price($1),Valuation:,Facebook turned down a$1 billion purchase offer from Yahoo!In 2006,Microsoft is in talks to buy a stake of up to 5%in Facebook for$300 million to$500 million:the,company could then be valued at more than$10 billion(Sept.25th 2007),Sources:Facebook,Wall Street Journal,V,KR Media France,faberNovel analyses,03.10.2007 Facebook study,14,精选2021版课件,16,Advertising deal with Microsoft offers,Facebook guaranteed revenues,The deal was signed in Aug.2006 for a duration of three,years (just before Facebook became available to all,users),It aims at creating an attractive combination for,advertisers,Facebook lets Microsoft provide search and advertising,listings to its users,Microsoft is able to post advertising banners and,sponsored links that appear on the left or the bottom,of Facebook pages,Facebook can benefit from the Microsoft adCenter,system,which allows advertisers to filter their targets,so that their ads are relevant,Clickthrough rates are low:0.04%on average (while,Myspace rates are 0.10%),A potential problem is the lack of relevance:conflicts of,image arose when ads from prominent British companies,appeared on the pages of the British National Party,A localized sales house would make it far easier for,French and European brands to tune in to Facebook,advertising,Sources:Microsoft,Reachstudents,BBC,KR Media France,faberNovel analyses,03.10.2007 Facebook study,15,精选2021版课件,Facebook is offering new advertising,products,Facebook,Homepage,Flyers,Sponsored,Stories,Sponsored,Groups,Advertising solutions tailored for all,kinds of situations,03.10.2007 Facebook study,17,16,精选2021版课件,18,A low-cost and direct advertising solution,for users:Facebook flyers,Flyers let users make their own ads on Facebook at low prices,The price is based on how many times the Flyer is viewed,Flyers are displayed on the left side of Facebook pages,with the,possibility to:,Choose targets by both gender and age,Target specific colleges,and go further by specifying the education status desired,(undergrad,grad student,alumni),Select regional networks you want your ad to be displayed on,Flyers Pro,launched in Sept.2007,offer more more options:,Selection more precise(by location,sex,age,keywords,poltical views,relationship status and workplace),Specify how much you are willing to spend to advertise,by setting a maximum,price per click:the higher the price,the higher the chances your ad will be shown,Pricing is now CPC as opposed to CPM,Facebooks lack of control has given rise to deceptive Flyers,launching,fake security warnings and prompting users to download various,softwares,Sources:Facebook,The Register,faberNovel analyses,03.10.2007 Facebook study,17,精选2021版课件,19,New advertising solutions:,homepage sponsored stories,Firms can target what everyone is paying,attention to on Facebook:the users News,Feed,where a story about your product will be,displayed,Only one sponsored story is displayed at a,time,meaning advertisers will not be vying for,attention against other ads,A creative way of advertising:Clickthrough,Rates 10 to 20 times higher than simple,banner ads,Companies have the possibility to choose a,level of filtering:,Untargeted(Standard offer),By gender or location($2 premium),By their favorite interests,activities or movies,(5$premium),Sources:V,faberNovel analyses,03.10.2007 Facebook study,18,精选2021版课件,20,A recent source of revenue:,sponsored groups,As of Sept.2007,186 sponsored groups exist,on Facebook:the cost for a sponsored group,is$300,000 for 3 months,(after a 200%price,increase!),The group creates a branded,personal,environment where users can gather and,interact,From an advertising perspective,the brand,becomes a participant,Offers include packages and promotions to,help spread the word on the group,Most popular groups(10/09/07):,Apple Students:424,135 members,PINK Victorias Secret:345,728 members,NBA Finals Bracket-ball&Trivia Challenge:,122,854 members,Sources:Facebook,V,faberNovel analyses,03.10.2007 Facebook study,19,精选2021版课件,21,Towards a Facebook economy:,Facebook applications development,With the launch of the Facebook platform,Facebook has been touted as an online Social,Operating System,Facebooks first acquisition in July 2007,Parakey,was a web OS company,Facebook allows developers to build their own applications,and lets them keep all the revenues,generated from its exploitation,The success of an application is highly dependent on the applications virality and its user base,Different ways of making money with an application:,Promoting third-party applications,Selling advertising space,Attracting sponsors,Selling online services,Selling products,Development of a real Facebook eco-system,Facebook app factories:Rockyou(superstar with the apps Horoscopes,X-Me and SuperWall),Slide,AppFactory programme launched by VC Bay Partners,Social Media,30boxes,AF83,Internal (in third party applications)ad networks have sprouted:Lookery,FBExchange,RockYou,EggNetwork,Cubics,Appsaholic,In Sept.2007,the$10 million fbFund was created by Facebook,offering grants ranging from,$50,000 to$250,000 to aspiring applications developers,Sources:Facebook,CNN.com,Rockyou,faberNovel analyses,03.10.2007 Facebook study,20,精选2021版课件,22,Applications obey to certain rules specific,to Facebook,More and more renowned companies are developing their own Facebook application,in,order to reach a new audience,Designing and spreading an application on Facebook requires a particular expertise that,media companies seem to lack,Their applications fail to draw massive amount of daily active users(26/09/07),Even Yahoo!,a company that knows how to distribute media on the Web,had to turn to,application giant RockYou to redesign its application and attract users,Evolution of the Yahoo!Music Videos application,Whether the problem comes from design issues,the applications content or a lack,of understanding on how to drive traffic to an application(viral spreading,advertising),it seems that companies do not understand the Facebook platform yet,Sources:Facebook,InsideFacebook,Rockyou,faberNovel analyses,03.10.2007 Facebook study,21,精选2021版课件,Summary,Facebook:key facts and figures,Facebook revenue model,Measuring social media:2 business cases,University students:exchange and,co