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faberNovel 2012 1
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faberNovel 2012 2
This work was made for you to share, reuse, remix, rework
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It is licensed under the Creative Commons BY-NC-SA license to allow for further
contributions by experts and users in the coming months.
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faberNovel 2012 3
billion
Likes & Comments
per day
million
Photos uploaded
per day
Average
Time spent
by users in a month
Snaptu
Friendfeed
$1 billion
(2012)
$65 million
(2011)
$47.5million
(2009)
$16 billion
raised on the day of the IPO
Source: Based on information disclosed by Facebook, May 2012; Facebooks IPO commented by Bloomberg
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but
1 trillion
$3.7b
100 billion
26 years ld
average Facebook employee age
3500 employees
Estimates: Fabernovel, based on a $100b valuation; Number of employees: Facebook, May 2012
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We believe that
Facebooks
amazing performance
was driven by excellency
in business management.
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Created as an embryonic
social community.
Bought by Yahoo in 1999
for $3.57 billion.
Yahoo turned the service
into free web hosting in
attempts to monetize it.
Having lost the social
element, the service
closed in 2009.
A reaction to Friendster
Chose an absolute freedom
policy
Huge success among artists
and celebrities
Too much freedom
deteriorated the quality of
the website
Lacked activity for the users
Acquired by News Corp. for
$580 million in 2005
Sold for $35 million in 2011
to Specific Media
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Focus
Technology
Policy
Facebook has learned from the
mistakes of its predecessors,
keeping a balance between
freedom and control:
Allowing users to modify the
content
Preventing users from
modifying the interface
Allowing brands and artists
to create special pages
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Test
Growth
Consolidation
College Networks
Self-sustaining community
Low-scale
High-density
High need to connect
2004-2006
2007-2010
Nowadays
Source: Quora, What are some decisions taken by the Growth team at Facebook []?, answered by Andy Johns
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With the News Feed launched in 2006, Facebook managed to automate relevant content
creation from friends activity.
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Mark Zuckerberg
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With 56.6% of voting rights, M. Zuckerberg can keep the shareholders at bay
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Our CEO has control over key decision making as a result of his control of a majority of our voting
stock. As a stockholder, even a controlling stockholder, Mr. Zuckerberg is entitled to vote his shares,[], in
his own interests, which may not always be in the interests of our stockholders generally.
$10 million
acquisition offer
by Friendster
$15 billion
acquisition offer
by Microsoft
$1.6 billion
acquisition offer
by Yahoo
Revenue
$382,000
$300 million
invested
by DST Global
to postpone IPO
Revenue
$777 million
Source: Steve Jobs quoted in Walter Isaacson biography; acquisitions offers reported by TechCrunch
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To sum up, Facebook managed to tackle one of the most common tensions in
any startup: Product vs. Business
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Product
Business
vs.
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Technology &
User Experience
Disruption
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The result let people and brands tell their story in a way that is engaging and new
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to
million
users!
More than 1,000 developers deliver code to be released each week, most of the
time small iterations sometimes completely new features.
Facebook manages to do this with a few simple rules:
#1
#2
#3
Developers are
individually responsible
for the code they write.
Source: Arstechnica.com, A behind-the-scenes look at Facebook release engineering, April 2012; Facebook Developer Garage, Paris, April 2012
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Source: Arstechnica.com, A behind-the-scenes look at Facebook release engineering, April 2012; Facebook Developer Garage, Paris, April 2012
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Acting like a startup is not just a question of process : its a question of culture
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Facebook average
employee is 26 years-old
By comparison, IBMs average
employee is 44 year old
Source: Mashable
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Customer feedback
Deals
With Facebook Deals, the engineering
team faced a lack of traction: the
product wasnt used enough to justify it
to continue. They simply shut the
service down.
Constant improvement
Groups
Through analytics, Facebook
discovered that Groups were
cannibalizing a large portion of
their new Pages.
They decided to improve their Groups
to meet the genuine objective of the
feature, differentiating it from User
Pages.
At Facebook, modifications or removals are not seen as failures: everything is constantly tested and
modified. It is a never ending beta, with high-quality user-experience.
Facebooks main asset is the map generated by users data : the Social Graph
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Women
Men
The Social Graph is in fact the digital map of real-life connections and interactions between users.
Facebook stores more than 100 Petabytes of user data. Thats 2x the size of the entire written works of
mankind (from the beginning of recorded history, in all languages).
In order to enrich this database, Facebook opened its Social Graph to third-party developers and app
editors.
Facebook opened its data to third-party developers with an API: Open Graph
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Open Graph
Open Graph is an API provided by Facebook. With users authorization, third-party
developers can access users data or publish new data on user profiles.
Whats an API? It is an Application Programming Interface, basically it is an interface through which software
components communicate with each other.
Access
Publish
Publish
2008
2010
2012
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The Edge Rank is a score given to a piece of content for every user, depending on its interests.
Whether a particular content will be displayed or not in the News Feed of a user will depend on its Edge Rank.
Friend 1
doesnt like
User A
posts
something
about
on his Timeline
Friend 2
likes
The Edge
Rank of the
post is low
for Friend 1
The Edge
Rank of the
post is high
for Friend 2
It doesnt
appear on
his News
Feed
It appears
on his
News Feed
It is an major improvement of the News Feed, increasing content relevancy for each user.
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News Feed
Timeline
Social Graph
I t s t h e u s e r s d a t a
accumulated by
Facebook on its
platform. It can be
visualized as a social
map if each element is
put into its context.
Open Graph
Edge Rank
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million users
million
Pages
million
apps
in revenues in 2011
[Over $4 per user per year]
In 2009, Facebook was profitable for the first time.
In 2011 it generated $1b profit !
In 2011 it generated
billion
in revenue,
for $1b
profit!
billion
Advertising
+17% of average
growth per quarter.
million Sale
of Facebook
Credits
+89% of average
growth per quarter.
2002
Performance based advertising market
gets larger than CPM advertising
CPM: Cost-per-Mille
CPC: Cost-per-Click
The Advertiser negotiates the price of one clickthrough on its ad with the Media Sales service of
the platform.
Source: Google
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How Facebook tried to replicate Googles formula to find out it wasnt working
for them
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Traffic:
Performance:
Facebook enhances
action by introducing
rich ads, with a Title,
Picture, and Text.
Targeting:
Tools:
And yet, Facebook has generated a lot of money out of its advertising
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million $
increase YoY
Facebook
invents
SOCIAL
advertising
And extends its platform philosophy
to its monetization strategy.
It is neither an epiphany nor a direct strategy:
it has been implemented
Facebook-style, through small iterations.
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it is a social media
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Applied to brands, the like button developed the social graph even further
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In one-click on any type of content, users could recommend the content they
stumbled upon to their friends. With this feature, Facebook deeply evolved:
Content sharing
(articles, videos,)
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In 2011
More than
There were
million websites
had integrated the
Like button
million
likes a day
A few examples:
On Gawker.com
Facebook integration
increased traffic by 200%
On NHL.com
On NBA.com
Facebook was #2
referral source.
*139 is the average size of Facebook users networks, Source: Facebook S-1
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Facebook decided to look for new interactions that could strengthen and qualify
this relationship with brands
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With its new version of Open Graph, Facebook is able to qualify the actions of its
users more precisely
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2012
Facebook now has a granular view of how its users are related to brands, products, services
Case Study: Spotify
Spotify was one of the first to set the example, at f8
conference* in 2011.
Example:
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+10% in 4 months
million
video views per day
million
video views per day
Source: Dailymotion
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Facebook now monetizes this Viral Loop effect with Sponsored Stories
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Likes
OpenGraph publications
Check-ins
(Mark is at Starbucks)
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75%
Depending
Depending
on on
thisthis
updates
Edge
Rank,
updates
Edge
Rank,
publication
thethe
publication
willwill
appear
in friends
appear
in friends
News
Feeds.
News
Feeds.
Sponsored
16%
The story appears on Sheryl friends News feed whose
profiles match Starbuckss targeting.
With Sponsored Stories, Starbucks can make sure the story will
appear on Sheryl friends News feed. Starbucks pays to boost its
Edge Rank towards targeted profiles.
Source: Facebook
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Being visible
Integrating with Facebook platform will
make your content visible by Facebook
users.
e.g. through Like, Facebook Connect, or
Open Graph.
Providing engaging content will help you
gain visibility.
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But with word of mouth marketing, the whole concept of targeting changes
dramatically
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New target:
engagement
Ambassadors
Brands now have to seek their fans engagement to turn them into brand
ambassadors.
They then can target fans friends while sparking off your fans engagement.
Its a win-win situation for Facebook: it delegates a part of the targeting to its users,
while improving the overall quality and relevancy of content shared by brands.
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In order to enable its social adv. strategy, Facebook created two special forces
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Technology
Marketing
Facebook Studios
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Facebook is at the core of a large, new economic ecosystem: apps and websites
built on or integrated with Facebook, media consulting and advertising agencies,
community managers
According to Deloitte,
Facebooks positive impact
on European economy is
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million
apps
Facebook Platform: a set of tools to enable developers to leverage the power of social.
Timeline Apps
Canvas Apps
Social Plug-ins
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Openness
Facebook Plaform is genuinely open
without the need to ask for Facebooks
validation or permission of use.
Facebook is dependent on the success
of its partners : the more users interact
with apps or social plug-ins, the higher
Facebooks activity.
Control
Facebook keeps control on its platform
and its product.
Facebook has never hesitated to roll out
big changes in its functionalities even
though it harmed a certain number of
its partners.
Facebook Credits is a good example: it has been developed as a tool for developers to
simplify their payment process, but Facebook takes a 30% cut and has forced them to
use this payment system on their platform since 2010.
To keep users from being constantly spammed with Zynga games stories in their
newsfeed, Facebook decided to display these stories only to users who actually play
Zynga games.
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12%
95%
3,5M players
End of 2011 :
Zynga launched
CityVille on
Google+: Zynga
hopes it is the first
step towards less
dependency on
Facebook
For Facebook, growth is not about money, growth is calculated by the amount
of content available on their platform.
Organic growth
External growth
API Business
Acqui-hires
Examples:
Legal issues and technical costs for
streaming music or video.
Examples:
Gowalla
Its team implemented Facebook Places
Friendfeed
Its team improved the News Feed
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4. Disruption
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Smartphone penetration
Tablet penetration
Build
or
Partner
or
Buy
With all its features, Facebook could have been an excellent mobile OS*
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But its a bit too late for Facebook to conquer the mobile market from the top
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iOS and Android represent 80% of the market, and they are almost closed to Facebook.
HTC Salsa
HTC Chacha
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Web
Mobile
vs.
Facebooks mobile app cannot provide the same level of functionalities integration as the web version.
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Facebook decided to focus on the expansion of the platform to all the mobile devices,
rather than trying to improve the quality of its apps on main devices.
So, in its effort to reach every single user, Facebook lost the hype.
Facebook emblematic features are challenged by cooler or more convenient
apps.
Credits
Check-ins
In-App Purchase
Foursquare
News Feed
Photos
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Three reasons why Facebook had to buy Instagram, even for $1 billion:
Buy an attractive
point of entry
Photo-sharing is an
essential element on
mobile, and Instagram
managed to create a
Facebook-like level of
engagement.
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Web
Mobile
Spotify
Music
FarmVille
Game
Eventbrite
Ticketing
On mobile, Facebook lost the central position in the ecosystem which made its
success on the web.
This position is dangerous for Facebook, so they had to devise a way out.
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Build
Partner
Buy
Innovate
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Facebook will use the ubiquity of social relationships to build a cross-device backend for developers
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In May 2012 Facebook launched its mobile weapon: the Facebook App Center
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Source: Facebook
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Facebooks App Center positions itself prior to the classic distribution platforms
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Facebook App Center offers value to both users and app developers
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Users
App Developers
Discovery
Discovery of new apps is a critical
issue for mobile users nowadays,
with an ever-increasing number of
apps.
Facebook offers its
recommendation and peerselection power to solve this
problem.
Marketing
App developers have very
restricted options if they want to
promote their app.
Facebook offers its social
marketing power to enable
virality on app promotion.
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In April 2012, Facebook launched its Sponsored Stories on Mobile. From now on, some
sponsored stories will appear in mobile users newsfeeds.
Source: Facebook
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Apps marketing is a very lucrative business. According to our partners at Applidium*, the
sector offers to Facebook an ideal mix for their strategy:
High-costs
With more than 500,000 apps on iOS App Store only, Facebook is entering a
huge market.
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Generate revenue
Facebook also introduced the first guidelines to offer Paid Apps inside the App
Center. Apps could also integrate Facebook Payments.
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Devices
Facebook is king of
the web and has
already more than
50% of its users on
mobile devices.
Reach
Facebook has 901
million users across
the world and it will
probably reach the 1
billion users milestone
in 2012, thats a 14%
global market share!
Interactions
In Facebook, people
share a lot more
diverse type of
content: message,
photos, comments,
like, videos, articles,
music,
Live profiling
Facebook manages
and stores the data
that make the
conversation. It is able
to understand what its
network is doing, in
real-time.
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Both business models are built upon the monetization of a strong technological
asset
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Social Graph
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Free
30% cut
$ per user
(ARPU business)
CPC/CPM
Tomorrow?
$ / data
Telcos monetization is flat
The high competition has forced them to
package their offer, triggering a
convergence between business and home
solutions, and decreasing prices.
It is a simple linear revenue model
dependent on the number of users.
Facebooks monetization
is selective and variable
Facebooks relationship with its users is
different from the one it has with its
partners, or with its advertisers
The result is a strong leverage that
Facebook can pull to earn money from
highly-profitable partners.
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Challenge
With nearly 1 billion users, Facebook now reaches a little less than 50% of the Internet world
population. Its challenge will soon be securing its user base over acquiring new users.
Facebooks answer
Privacy guidelines for developers
Legal protection
Stealth mode
Our take
When evolving from a startup to a big company, priorities evolve. Having grown its user base to
this extent, Facebook now has a lot more responsibilities than before. Part of this
responsibility is to curb third-party developers enthusiasm in exploiting the data of its users.
Facebook has to switch from an open position, with guidelines, to a firm position: with rules.
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Challenge
In a nutshell, the quantity of the content on the platform drives traffic and drives Facebooks
business model. If a large part of the social conversation was to be happening outside
Facebook, it could have dramatic consequences for the company.
Facebooks answer
Existing solutions
Facebook has already opened a lot of solutions
to integrate out-of-platform conversations inside
Facebook: comments plugins, live chat for live
events,
and Innovation
Facebook believes in its technical teams capacity
of innovation. They will devise new way of
connecting third-party content to its platform.
Our take
Facebook has to be the tool on which the social conversation happens. It means that they have to cover
anything that is a hot topic, anywhere the conversation happens. So Facebook not only needs to offer a
connection to its platform, but have a strong value proposition to persuade content providers into
integrating with Facebook.
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Challenge
Being a pioneer means that even if they face no challenger on this specific market in the near
future it will have to persuade marketers that their product is a good buy and, to a certain
extent, a better buy than other online advertising resellers.
Facebooks answer
Evangelization
With the Marketing Teams and the new Facebook Studio both working at identifying best-practices,
Facebook wants to persuade advertisers of the efficiency of social advertising.
Our take
Evangelization is not enough to convince advertisers. Facebook actually adopts a developer point of
view on this challenge: providing a technical solution, trying to spark off excitement, and providing bestpractices as a documentation. In fact, Facebook has to develop its own social metrics in order to prove
the efficiency of both its products and advertising. In the past, every media had to create its own metrics:
print, press, radio, TV, web and now social media has to follow the rule.
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Challenge
The constant excitement surrounding Facebook comes from the gigantic quantity of data they
possess. Facebook has to transform this potential into real money, without scaring away its
users - as discussed in #1.
Facebooks answer
Facebook Connect & Open Graph 2.0
Facebook has broadly opened its data to third-party developers with Facebook Connect. They can now
quickly build customized user experiences with the use of this data.
Our take
Even though Facebook is helping other apps to generate value by lowering the barrier-to-entry to social
traction, this doesnt generate revenues directly. But Facebook is not exploiting its main potential: lasersharp, real-time targeting for advertising. It doesnt need to be the advertising reseller, Facebook could
simply open a Targeting API to which any advertiser could connect, paying for the service: a price for a
thousand requests for example.
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# 5: Mastering these 4 challenges, Facebook will rise as the perfect social data startup
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We are faberNovel
We help large organizations think and act like startups!
We help our clients make the most of digital opportunities and emerging
practices. We build on tomorrows challenges to deliver significant impact.
We are designers, business analysts, and engineers.
@faberNovel
www.fabernovel.com
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Contact us
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Stphane Distinguin
Cyril Vart
Marie-Caroline Lanfranchi
John Geraci
Maxime Coupez
Kvin Smouts
Design Team
Benoit Talabot
Partner & Art Director
@bybent
Jules Mah
Graphic Designer
@julesmahe
Acknowledgements
Dailymotion, Applidium, Inside Facebook, Mashable, TechCrunch, ReadWriteWeb, Business Insider, Fast Company, Arstechnica, Quora,
Wordstream, Business Insider, Comscore, IDC, IPSOS
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Paris
17 rue du Faubourg du Temple
75010 Paris
+33 1 42 72 20 04
meet_paris@fabernovel.com
New York
412 Broadway, Floor 2,
Ny NY 10013
+1415 298 0209
meet_nyc@fabernovel.com
Moscow
3-iy Monetchikovskiy Peureulok
17, Stroenie 2 Moscow 11054
+7 (999) 639 80 82
meet_moscow@fabernovel.com
San Francisco
169 11th street,
San Francisco CA 91 103, USA
+1415 626 6406
meet_sf@fabernovel.com
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