1、路漫漫其悠远路漫漫其悠远2022-6-7FACEBOOK商业模式简商业模式简要分析要分析(英文版英文版)路漫漫其悠远路漫漫其悠远2This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported license. To view a copy of thislicense, visit http:/creativecommons.org/licenses/by-nc-sa/3.0/ or send aletter to Creative Commons, 171
2、2nd Street, Suite 300, San Francisco,California, 94105, USA.03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远3SummaryFacebook: key facts and figuresFacebook revenue modelMeasuring social media: 2 business casesUniversity students: exchange andcollaborateBloggers: communicate and get feedbackConclusion03.10.2007
3、 Facebook study路漫漫其悠远路漫漫其悠远本资料来源路漫漫其悠远路漫漫其悠远4SummaryFacebook: key facts and figuresFacebook revenue modelMeasuring social media: 2 business casesUniversity students: exchange andcollaborateBloggers: communicate and get feedbackConclusion03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远5HistoryIn February 2004,
4、Facebook was created by Mark Zuckerberg (with DustinMoskovitz, 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 toEuropean and Asian colleges (email addresses with .ed
5、u)Since September 11, 2006, it has been available for any email addressglobally, but the interface is in English onlyOn May 24, 2007, Facebook launched the Facebook Platform (f8) whichprovides a framework for developers (anyone) to create applications thatinteract with core Facebook featuresAs of Se
6、pt. 25th 2007, with 42 million active users, FaceBook is the secondlargest social networking site globally after MySpaceSource: Facebook03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远6Things you can do on FacebookKeep in touch with your old friends and meet new onesPrivate and public messaging optionsKeep tab
7、s on what your friends do via their News feedFind former schoolmates using the search featureUser groups let you discuss with others who share your interestsKeep them informed about what you do Update your status Share your pictures, blog messages and videos Promote events you are organizing or plan
8、ning to attendAccess 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 rea
9、d about you03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远7Explosive growth that accelerated in 2006More than 42 million active users as of Sept. 25th 2007: the second largestnetworking siteGrowth: 270% between June 2006 and June 2007The number of active users has doubled since Facebook expandedregistration t
10、o include users outside US campuses in Sept. 2006Facebook is the sixth-most trafficked site in the USWorldwide Growth of SelectedSocial Networking SitesAge : 15+SocialNetworkingTotal Unique Visitors (000)SiteMyspaceFacebookHi5FriendsterOrkutBeboTaggedJun-0666,40114,08318,09814,91713,5886,6941,506Jun
11、-07114,14752,16728,17424,67524,12018,20013,167% Change172%270%56%65%78%172%774%Sources: Facebook, ComScore Media Metrix, faberNovelanalyses 03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远8The evolution of the user base has beensynonymous with an expanded range of usesA favorite among students (85% market shar
12、e of 4-year US universities), but halfof Facebook users are now outside of collegeFastest growing demographic: 25-34 years old (+181% between May 2006 andMay 2007)Since the launch of the Facebook platform in May, almost 4000 applications havebeen created by third-party developersAge slice12-1718-242
13、5-34May200735+Sources: Facebook, comScore Media Metrix, eM, faberNovel analyses03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远9A feature of its users daily life More than half of active users return daily People spend an average of 20 minutes on thesite daily More than 6 million active user groups on the site
14、 Over 55,000 regional, work-related, collegiate andhigh school networksActivity and loyalty are twokey characteristics of theFacebook communitySources: Facebook, comScore Media Metrix, faberNovel analyses03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远10International growth at a frantic paceFacebook has develo
15、ped a strong following inEnglish-speaking countriesA third of the Canadian population hasjoined Facebook as of June 2007, a growthof more than 3,000% in a yearThe United Kingdom is the third largestcountry with more than 5 million activeusers, London being the largest networkon Facebook (1,105,515 m
16、embers as ofSept. 11 2007)There is far less growth in Europe and Asia asthe website is only available in EnglishTo act against knock-offs who took advantage ofFacebooks lack of international compatibility, amajor localization initiative will be launchedsoon: the website will be translated and theref
17、oreaccessible to users from other countriesTop to bottom : Facebook, Vkontakte (RU),Sources: Facebook, comScore Media Metrix, faberNovel analyses03.10.2007 Facebook studyXiaonei (CHN)路漫漫其悠远路漫漫其悠远11A closer look at the European situationFacebooks growth in Europe mainly stems from the UKs dynamismFac
18、ebook has not had much success in Germany to dateFacebook has only secured a foothold in France recently but the results are showing42,000 members in the Francenetwork in June 2007, andmore than 127,000 now (Sept.20th): a 300% growth!Leading Social Networking sites ranked by European uniquevisitorsT
19、otal unique visitors (000)This figure does not take intoaccount the people that do notjoin networks, or only joinPropertyTotal Internet audienceJan 2007218,063July 2007224,759%Change3%OriginEUschool or business ones: thesite had almost 260,000 uniquevisitors in August 2007Observations by media agenc
20、yMYSPACE.COMSkyrock NetworkBEBO.COM20,34111,3277,46125,17613,78512,10124%22%62%USFRUKKR Media France show thatthe number of visitors keptincreasing in the slow-trafficsummer months, hinting at anFACEBOOK.COMHI5.COMPICZO.COM2,0666,9797,55710,7959,5548,035422%37%6%USUSUSexplosive growth with the start
21、of the school yearNETLOG.COM8,1407,450-8%BELSources: Facebook, comScore Media Metrix,faberNovel analyses, KR Media France03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远of12A winning strategy : opening the platformto third-party developersLess than a month after its launch, the Facebook Platform had alreadyatt
22、racted more than 40,000 developers, and produced more than 1,500 newapplicationsOn Sept. 25th 2007, the top 44 applications represented almost 200 millioninstallations and had a total of more than 16 million daily active users3,900 applications exist as of Sept. 11, 2007, while Facebook itself only
23、offers13A long tail effect applies toapplications: the top ones attractmillions of users but the numbersquickly drop for others down thelistA strategy which competitors willhave a hard time imitatingbecausestructuraldifferences: after the f8 launch,LinkedIn announced it would openitself to outside d
24、evelopers but thenecessary adjusments would takeSources: Facebook, comscore Media Metrix, Adonomics,nine months InsideFacebook, faberNovel analyses03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远13Facebook applications are quicklyreplacing specialized websitesFacebook is the n 1 photo sharing application on th
25、e Web (more than 2.7billion photos on the site and more than 14 million uploaded daily). The Photoapplication draws more than twice as much traffic as the next three sitescombined (Photobucket, Yahoo! Photos, Webshots Community)There are three times more people invited through the Events application
26、than through a leading focused website such as EThe video application allows users to upload and record their own videos,display them on their profile and send video messagesFacebook effectively provides a one-stop shop solution to its usersSources: Facebook, comscore Media Metrix, faberNovel analys
27、es03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远SummaryFacebook: key facts and figuresFacebook revenue modelMeasuring social media: 2 business casesUniversity students: exchange andcollaborateBloggers: communicate and get feedbackConclusion03.10.2007 Facebook study14路漫漫其悠远路漫漫其悠远15Key financialsFunding:Fall 2
28、004: $500,000 from Peter Thiel (a co-founder of Paypal)May 2005: $13 million from Accel PartnersApril 2006: $25 million from Greylock Partners, Accel Partners, Meritech Capital Partners and PeterThielAccording to the WSJ (Aug. 23rd 2007), Facebook is on track for $30 million in profit this yearon $1
29、50 million in revenueRevenue model:Display ads: accounts for most of its current revenue through an advertising outsourcing deal withMicrosoft (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 2
30、007 vs. February 2007), more than 150companies 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 2006Microsoft is in talks to buy a stake of up to 5% in Facebook for $
31、300 million to $500 million: thecompany could then be valued at more than $10 billion (Sept. 25th 2007)Sources: Facebook, Wall Street Journal, V, KR Media France, faberNovel analyses03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远16Advertising deal with Microsoft offersFacebook guaranteed revenuesThe deal was
32、signed in Aug. 2006 for a duration of threeyears (just before Facebook became available to allusers)It aims at creating an attractive combination foradvertisersFacebook lets Microsoft provide search and advertisinglistings to its usersMicrosoft is able to post advertising banners andsponsored links
33、that appear on the left or the bottomof Facebook pagesFacebook can benefit from the Microsoft adCentersystem, which allows advertisers to filter their targetsso that their ads are relevantClickthrough rates are low: 0.04% on average (whileMyspace rates are 0.10%)A potential problem is the lack of re
34、levance: conflicts ofimage arose when ads from prominent British companiesappeared on the pages of the British National PartyA localized sales house would make it far easier forFrench and European brands to tune in to FacebookadvertisingSources: Microsoft, Reachstudents, BBC, KR Media France, faberN
35、ovel analyses03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远Facebook is offering new advertisingproductsFacebookHomepageFlyersSponsoredStoriesSponsoredGroupsAdvertising solutions tailored for allkinds of situations03.10.2007 Facebook study17路漫漫其悠远路漫漫其悠远18A low-cost and direct advertising solutionfor users: Fa
36、cebook flyersFlyers let users make their own ads on Facebook at low pricesThe price is based on how many times the Flyer is viewedFlyers are displayed on the left side of Facebook pages, with thepossibility to:Choose targets by both gender and ageTarget specific colleges, and go further by specifyin
37、g the education status desired(undergrad, grad student, alumni)Select regional networks you want your ad to be displayed onFlyers 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
38、 much you are willing to spend to advertise, by setting a maximumprice per click : the higher the price, the higher the chances your ad will be shownPricing is now CPC as opposed to CPMFacebooks lack of control has given rise to deceptive Flyers, launchingfake security warnings and prompting users t
39、o download varioussoftwaresSources: Facebook, The Register, faberNovel analyses03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远19New advertising solutions:homepage sponsored storiesFirms can target what everyone is payingattention to on Facebook: the users NewsFeed, where a story about your product will bedisp
40、layedOnly one sponsored story is displayed at atime, meaning advertisers will not be vying forattention against other adsA creative way of advertising: ClickthroughRates 10 to 20 times higher than simplebanner adsCompanies have the possibility to choose alevel of filtering:Untargeted (Standard offer
41、)By gender or location ($2 premium)By their favorite interests, activities or movies(5$ premium)Sources: V, faberNovel analyses03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远20A recent source of revenue:sponsored groupsAs of Sept. 2007, 186 sponsored groups existon Facebook: the cost for a sponsored groupis $
42、300,000 for 3 months (after a 200% priceincrease!)The group creates a branded, personalenvironment where users can gather andinteractFrom an advertising perspective, the brandbecomes a participantOffers include packages and promotions tohelp spread the word on the groupMost popular groups (10/09/07)
43、:Apple Students: 424,135 membersPINK Victorias Secret: 345,728 membersNBA Finals Bracket-ball & Trivia Challenge:122,854 membersSources: Facebook, V, faberNovel analyses03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远21Towards a Facebook economy:Facebook applications developmentWith the launch of the Facebook
44、platform, Facebook has been touted as an online SocialOperating SystemFacebooks first acquisition in July 2007, Parakey, was a web OS companyFacebook allows developers to build their own applications, and lets them keep all the revenuesgenerated from its exploitationThe success of an application is
45、highly dependent on the applications virality and its user baseDifferent ways of making money with an application:Promoting third-party applicationsSelling advertising spaceAttracting sponsorsSelling online servicesSelling productsDevelopment of a real Facebook eco-systemFacebook app factories: Rock
46、you (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 mil
47、lion fbFund was created by Facebook, offering grants ranging from$50,000 to $250,000 to aspiring applications developersSources: Facebook, CNN.com, Rockyou, faberNovel analyses03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远22Applications obey to certain rules specificto FacebookMore and more renowned companie
48、s are developing their own Facebook application, inorder to reach a new audienceDesigning and spreading an application on Facebook requires a particular expertise thatmedia companies seem to lack,Their applications fail to draw massive amount of daily active users (26/09/07)Even Yahoo!, a company th
49、at knows how to distribute media on the Web, had to turn toapplication giant RockYou to redesign its application and attract usersEvolution of the Yahoo! Music Videos applicationWhether the problem comes from design issues, the applications content or a lackof understanding on how to drive traffic t
50、o an application (viral spreading,advertising), it seems that companies do not understand the Facebook platform yetSources: Facebook, InsideFacebook, Rockyou,faberNovel analyses 03.10.2007 Facebook study路漫漫其悠远路漫漫其悠远SummaryFacebook: key facts and figuresFacebook revenue modelMeasuring social media: 2
