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The Viral Bonus - Facebook Mathematics by KRDS - Facebook Developer Garage Paris LeWeb 09

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KRDS
KRDS

This is the presentation done by Antoine Sandrin of KRDS at the Facebook Developer Garage in Paris (at LeWeb 2009). Livestream is here : http://www.ustream.tv/recorded/2843545

TechnologieSport
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The Viral Bonus Facebook Mathematics 18 novembre 2009
Case Welcome in the downturn! Mr. Advertisercanonlyspend 20k€ on internet for hiscampaign. He wants to maximize ROI. Target: people under 35 2 9 décembre 2009
The new choice for advertisers KRDS - Facebook Traditional Web Development of a Facebookapplication Advertising the app Development of a traditionalwebsite 10 k€ Advertising the website 10 000 € 10 000 € 10 000 € 10 000 € 3 9 décembre 2009
First step: Advertising of the operation Traditional Web KRDS - Facebook Money spent on advertising the app 10 k€ 30 000 usersdriven to the Facebookapp Moeneyspent on advertising the website 10 k€ 30 000 usersdriven to the website 10 000 € 10 000 € Ads and Advertising Network on 4 9 décembre 2009
Viral Bonus (1/3) The « viral bonus » tells us how viral an app/site is, depending on itsability to naturallyspreadamong internet users. ,[object Object]
It resultsfromthe combination of :
a good idea
the art of displaying viral featuresat the right time and place
Traditionalwebsite:VB btw 1 and 1,5 95% of the time
Facebookapp: VB btw 1 and 100Ads-drivenusers x Viral Bonus = Total number of users 5 9 décembre 2009
Viral Bonus (2/3) A few examples of viral bonuses « C+ Pronostics Ligue 1 » – August 09 VB: 35 34 virality-drivenusers for everyads-driven user « Tear up yourfriends » – September09 VB: 8 « The French grandest quiz » – October09 VB: 75
Viral Bonus (3/3) TraditionalWebsite KRDS - Facebook VB: 1,25 Final total number of users: Average KRDS FacebookApps’ VB: 5 Final total number of users: Si vous avez tapé votre adresse mail, que vous vous êtes souvenu de celle de votre ami et que vous avez réussi à la taper sans faute de frappe, alors il faut encore que vous tapiez votre message ici. 150 000 users 37 500 users 7 9 décembre 2009
Conclusion With the same budget, youcanreach out to much more userswith a FB Appthanwith a traditional Web Site On Facebook, everyads-drivenuserscan drive up to 100 otherusers. Virality-drivenusers are thoroughlyFOR FREE Total number of users = Ads-drivenusers x Viral Bonus 8 9 décembre 2009
Conclusion TraditionalWebsite KRDS - Facebook Ads-drivenusers: 30 000 users VB: 5 End CPU : 0,13€ Ads-drivenusers: 30 000 users VB: 1,25 End CPU : 0,53€ 37 500 users 150 000 users Difference in ROI : 400% 9 9 décembre 2009
Conclusion So whyshouldyouget a application ratherthan a traditionalwebsite ? Why? To get a viral bonus! 10 9 décembre 2009
Question from Mr. Advertiser ? Whatis the point of gettingusers The same as on a traditionalwebsite! 11 9 décembre 2009
Drivingtraffic 2 links to tf1.fr The appbecame a major traffic provider 12 9 décembre 2009
e-commerce The advent of Faceshopping Carrefour pioneered Flash Sales on Facebook 13 9 décembre 2009
Monetizing page viewsthroughadvertising Adsbannerscanbedisplayed on an app A hugeamount of pages viewsweremonetized by FRANCE 24’s advertising network. 14 9 décembre 2009
Collectingopt-in contacts You canmakeiteasy for users to registerthanks to prepopulatedforms 15 9 décembre 2009
Specialevents Live shows broadcast on Facebok Louis Vuitton made a huge media splashbeing the first to broadcast in live a fashion show 16 9 décembre 2009
To get more informations: www.krds.fr fr.allfacebook.com
Case study Canal + Football
Brief Canal + Goals Drive traffic and videoviews oncanalplus.fr Promotetwo TV shows: « Canal Football Club » and « Grand Match C+ » 19 9 décembre 2009
KRDS’ prescription Strategy A Facebookapp To reach out to as manyusers as possible A Facebook public profile To turnusersinto fans 20 9 décembre 2009
The FB app Canal + Pronostics Ligue 1 21 9 décembre 2009
The FB public profile Canal Football Club 22 9 décembre 2009
Road map Advertise the app to get the first users Watch the viral bonus in action Turnusers of the appinto fans Conclusion 23 9 décembre 2009
08/04/09 – 08/08/09 Crosspromotion of the app on Facebook applications published by the KRDS-Cancoon network 24 9 décembre 2009
Road map Advertise the app to get the first users Watch the viral bonus in action Turnusers of the appinto fans Conclusion 25 9 décembre 2009
08/08/09 – 08/25/09 Because the concept of the appis a good one AND because viral features are wellimplemented: the appspreadslikewildfire 26 9 décembre 2009
Road map Advertise the app to get the first users Watch the viral bonus in action Turnusers of the appinto fans Conclusion 27 9 décembre 2009

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The Viral Bonus - Facebook Mathematics by KRDS - Facebook Developer Garage Paris LeWeb 09

  • 1. The Viral Bonus Facebook Mathematics 18 novembre 2009
  • 2. Case Welcome in the downturn! Mr. Advertisercanonlyspend 20k€ on internet for hiscampaign. He wants to maximize ROI. Target: people under 35 2 9 décembre 2009
  • 3. The new choice for advertisers KRDS - Facebook Traditional Web Development of a Facebookapplication Advertising the app Development of a traditionalwebsite 10 k€ Advertising the website 10 000 € 10 000 € 10 000 € 10 000 € 3 9 décembre 2009
  • 4. First step: Advertising of the operation Traditional Web KRDS - Facebook Money spent on advertising the app 10 k€ 30 000 usersdriven to the Facebookapp Moeneyspent on advertising the website 10 k€ 30 000 usersdriven to the website 10 000 € 10 000 € Ads and Advertising Network on 4 9 décembre 2009
  • 5.
  • 6. It resultsfromthe combination of :
  • 8. the art of displaying viral featuresat the right time and place
  • 9. Traditionalwebsite:VB btw 1 and 1,5 95% of the time
  • 10. Facebookapp: VB btw 1 and 100Ads-drivenusers x Viral Bonus = Total number of users 5 9 décembre 2009
  • 11. Viral Bonus (2/3) A few examples of viral bonuses « C+ Pronostics Ligue 1 » – August 09 VB: 35 34 virality-drivenusers for everyads-driven user « Tear up yourfriends » – September09 VB: 8 « The French grandest quiz » – October09 VB: 75
  • 12. Viral Bonus (3/3) TraditionalWebsite KRDS - Facebook VB: 1,25 Final total number of users: Average KRDS FacebookApps’ VB: 5 Final total number of users: Si vous avez tapé votre adresse mail, que vous vous êtes souvenu de celle de votre ami et que vous avez réussi à la taper sans faute de frappe, alors il faut encore que vous tapiez votre message ici. 150 000 users 37 500 users 7 9 décembre 2009
  • 13. Conclusion With the same budget, youcanreach out to much more userswith a FB Appthanwith a traditional Web Site On Facebook, everyads-drivenuserscan drive up to 100 otherusers. Virality-drivenusers are thoroughlyFOR FREE Total number of users = Ads-drivenusers x Viral Bonus 8 9 décembre 2009
  • 14. Conclusion TraditionalWebsite KRDS - Facebook Ads-drivenusers: 30 000 users VB: 5 End CPU : 0,13€ Ads-drivenusers: 30 000 users VB: 1,25 End CPU : 0,53€ 37 500 users 150 000 users Difference in ROI : 400% 9 9 décembre 2009
  • 15. Conclusion So whyshouldyouget a application ratherthan a traditionalwebsite ? Why? To get a viral bonus! 10 9 décembre 2009
  • 16. Question from Mr. Advertiser ? Whatis the point of gettingusers The same as on a traditionalwebsite! 11 9 décembre 2009
  • 17. Drivingtraffic 2 links to tf1.fr The appbecame a major traffic provider 12 9 décembre 2009
  • 18. e-commerce The advent of Faceshopping Carrefour pioneered Flash Sales on Facebook 13 9 décembre 2009
  • 19. Monetizing page viewsthroughadvertising Adsbannerscanbedisplayed on an app A hugeamount of pages viewsweremonetized by FRANCE 24’s advertising network. 14 9 décembre 2009
  • 20. Collectingopt-in contacts You canmakeiteasy for users to registerthanks to prepopulatedforms 15 9 décembre 2009
  • 21. Specialevents Live shows broadcast on Facebok Louis Vuitton made a huge media splashbeing the first to broadcast in live a fashion show 16 9 décembre 2009
  • 22. To get more informations: www.krds.fr fr.allfacebook.com
  • 23. Case study Canal + Football
  • 24. Brief Canal + Goals Drive traffic and videoviews oncanalplus.fr Promotetwo TV shows: « Canal Football Club » and « Grand Match C+ » 19 9 décembre 2009
  • 25. KRDS’ prescription Strategy A Facebookapp To reach out to as manyusers as possible A Facebook public profile To turnusersinto fans 20 9 décembre 2009
  • 26. The FB app Canal + Pronostics Ligue 1 21 9 décembre 2009
  • 27. The FB public profile Canal Football Club 22 9 décembre 2009
  • 28. Road map Advertise the app to get the first users Watch the viral bonus in action Turnusers of the appinto fans Conclusion 23 9 décembre 2009
  • 29. 08/04/09 – 08/08/09 Crosspromotion of the app on Facebook applications published by the KRDS-Cancoon network 24 9 décembre 2009
  • 30. Road map Advertise the app to get the first users Watch the viral bonus in action Turnusers of the appinto fans Conclusion 25 9 décembre 2009
  • 31. 08/08/09 – 08/25/09 Because the concept of the appis a good one AND because viral features are wellimplemented: the appspreadslikewildfire 26 9 décembre 2009
  • 32. Road map Advertise the app to get the first users Watch the viral bonus in action Turnusers of the appinto fans Conclusion 27 9 décembre 2009
  • 33. 08/25/09 –09/05/09 Users of the app are luredintobecoming fans of « Canal Football Club » public profile 28 9 décembre 2009
  • 34. Road map Advertise the app to get the first users Watch the viral bonus in action Turnusers of the appinto fans Conclusion 29 9 décembre 2009
  • 35. 09/15/09 How many people werereached out to in 1,5 month? The Facebook application The Facebook public profile 400 000 users 140 000 fans 30 9 décembre 2009
  • 36. Interaction between TV and Facebook Canal + refers to its public profile on air 31 9 décembre 2009