Growth strategy for Facebook (ideas)

Plan
Strategy

Facebook
has
became
the
#1
social
networking
site
which

poses
an
enormous
ques9on
about
how
to
sustain
growth

and
expand
more.
Being
the
internet
giant
means
be

innova9ve,
be
outstanding
to
the
world
and
to
create
be@er

products
for
people
and
also
to
deal
with
threats
from

compe9tors.
This
presenta9on
collects
some
interes9ng

insights
and
implement
some
prac9cal
ideas
to
turn
into
a

business
strategy
in
the
long
term.

Producer
at
GKIM
Pte
Ltd
Minh
Phan
|
anhminhphanle@gmail.com

Content

•  Overview

•  Insights

•  Learning
from
Successes

i.  Google

ii.  Amazon

•  Business
Strategy

•  Product
Development

•  New
Products

i.  Facebook
Entertainment

ii.  New
Facebook
Searches

iii.  Facebook
–
Redeﬁne
a
brand
new
society

Minh
Phan
|

Overview

This
part
gives
a
brief
on
what
this

presenta9on
is
all
about

Minh
Phan
|

Overview

•  Insights:
by
collec9ng
insighVul
trends
and
facts,
some

ideas
will
be
presented
to
implement
to
Facebook

•  Learning
from
Successes:
a
deeper
look
into
the
most

successful
Internet
companies:
Google
and
Amazon.

What
can
we
learn
from
them?

•  Business
Strategy:
summarize
all
ideas
and
turn
into
a

concrete
strategy
that
works
in
the
long
term

•  Product
Development:
make
a
be@er
product
for

users

•  New
Products:
suggest
some
ideas
that
could
make

Facebook
more
successful
and
proﬁtable

Minh
Phan
|

Insights

By
collec9ng
insighVul
trends
and

facts,
some
ideas
will
be
presented
to

implement
to
Facebook

Minh
Phan
|

Android
OS
s9ll
#1

h@p://www.businessinsider.com/chart-‐of-‐the-‐day-‐smartphone-‐plaVorms-‐2011-‐7

Minh
Phan
|

Android
soars
see
G+
increasing

22
July

1
July

Minh
Phan
|

Increase
in
9me
spent
on
Mobile

h@p://blog.ﬂurry.com/bid/63907/Mobile-‐Apps-‐Put-‐the-‐Web-‐in-‐Their-‐Rear-‐view-‐Mirror

Minh
Phan
|

Time
spent
per
Category
on
Mobile

h@p://blog.ﬂurry.com/bid/63907/Mobile-‐Apps-‐Put-‐the-‐Web-‐in-‐Their-‐Rear-‐view-‐Mirror

Minh
Phan
|

Together
Android
&
Apple
contribute

to
touchscreen
devices
growth

h@p://www.businessinsider.com/android-‐growth-‐ﬂa@ens-‐2011-‐6

Minh
Phan
|

Mobile
opportuni9es

•  Growth
of
Android
&
Apple:
what
to
do
with

touchscreen
devices?

•  Increase
in
9me
spent
on
mobile
devices:
Facebook

mobile
developer

Minh
Phan
|

Learning
from
successes

A
deeper
look
into
the
most
successful

Internet
companies:
Google
and

Amazon.
What
can
we
learn
from

them?

Minh
Phan
|

Minh
Phan
|

Google’s
Ubiquity

Google
has
built
a
plenty
of
products

Strengths
Weaknesses

-‐
Increases
its
brand
awareness,
the
more
-‐
Many
products
that
rarely
or
never
been

a
person
uses
Google
products
the
more
used
could
waste
lots
of
resources

Google
can
show
them
ads

-‐
Generate
tremendous
experiences
and

learn
from
mistakes
to
create
be@er

products

Minh
Phan
|

Google
ecosystem

High
traﬃc:
1
billion

users
monthly

Ads
systerm:
Google

Search
Adwords
&
Adsense

Android
G+

Minh
Phan
|

Google
ecosystem:
mutual

rela9onships

•  Search
has
been
integrated
to
Android
OS
since
its

Search
&
debut.
Mobile
search
is
what
Google
want
to
do
to

Android
dominate
the
ads
market.
Android
growth
has
been

contribu9ng
to
the
increase
in
Search

•  As
Search
is
the
core
business
of
Google
and
has

Search
&
became
a
brand,
with
the
advantage
of
Gmail
account

contacts,
this
helps
G+
spread
to
Google
users
quite

G+
surprisingly
fast
by
the
very
basic
of
WOM,
through

mainly
social
networking
sites
and
other
media

•  G+
GUI
is
more
like
mobile,
and
Android
will
prove
its

Android
eﬀec9veness
by
pitching
in
the
growth
of
G+.
And
of
course

&
G+
whether
G+
is
becoming
more
popular
it’s
gelng
more

Android
users
because
they
both
support
for
each
other

Minh
Phan
|

Google
ecosystem:
at
the
core

T h e
c o r e
i s
a l s o
i t s

compe99ve
advantages,
the

stronger
the
core
is
the

more
robust
the
ecosystem.
High
traﬃc

•  1
billion
users

monthly[1]

As
compe9tors
want
to

break
it,
they
must
have

more
advantages
than
the
Ads
system:
•  Google's
auc9on

rival’s
core.
So
in
order
to
Google
methodology[2]

Adwords
&

build
a
strong
ecosystem,
Adsenses

the
core
should
be
solid
and

inimitable

Minh
Phan
|

Amazon
ecosystem[3]

Kindle:
Kindle

onwers
buy
70%

more
books
than

prior
to
owning

device

Amazon
Prices:
Massive

selec9ons.
Low

price
for
users.
High

share
for
sellers

Sellers
Users

Minh
Phan
|

What
can
we
learn?

•  Ubiquity:
Amazon
and
Google
both
make
relevant
products

to
create
their
ubiquity
to
increase
brand
awareness
but

without
serious
considera9ons,
it
could
be
a
severe
waste

of
resources.
Create
company’s
own
device
is
not
only

increasing
brand
awareness
but
also
having
a
9ed
bond

with
customers,
it
helps
create
a
be@er
ecosystem
among

Business
-‐
Product
-‐
Customers

•  Ecosystem:
Even
with
great
products
without
any
support

(from
outside
itself),
it’s
hard
to
secure
the
current
posi9on

because
there’s
always
threats
come
from
anywhere

•  Building
an
ecosystem
is
hard
because
it’s
something
really

new
that
can
independently
support
our
products

Minh
Phan
|

Business
Strategy

"We
can't
solve
problems
by
using
the
same
kind
of

thinking
we
used
when
we
created
them."
–
Albert

Einstein

As
long
as
we
want
to
build
a
concrete
and
innova9ve

strategy
we
have
to
think
out
of
the
box

Minh
Phan
|

Facebook

-‐
Lots
of
apps
are
spams

-‐
Simple,
friendly
and
easy
to
use
-‐
Most
of
good
apps
are
games
which
are
from
big

-‐
Lots
of
apps,
games
to
play
companies
like
Zynga,
other
smaller
developers
don’t
ﬁnd

-‐
Fun
place
where
lots
of
organiza9ons,
brands,
businesses
enough
incen9ves
to
contribute
really
cool
apps
to

and
stars
are
ac9vely
engaging
Facebook
like
many
are
doing
on
Android
Market
and

-‐
Biggest
social
networking
site
Apple
Appstore

-‐
Most
ac9ve
website
for
apps
developer

-‐
Most
of
Facebook
apps
can’t
be
played
on
mobile

devices

SWOT

-‐
Encourage
developers
to
create
great
apps
by
crea9ng

contests,
giving
rewards.
-‐
The
rising
of
G+
could
decrease
number
of
Facebook

-‐
Guide
developers
to
develop
games
in
Facebook
that
users

could
be
played
on
mobile
devices
(iPhone,
iPad)
-‐
Enter
to
other
market
could
cost
a
lot
of
eﬀorts,
means

waste
of
9me,
energy
and
resources
esp
with
China

-‐
Expand
to
other
big
market
like
BRIC
to
gain
more
users

Minh
Phan
|

Short-‐term
goals

•  Develop
products

i.  Feeds

ii.  Photos

iii.  Notes

iv.  Videos

•  Integrate
and
build
more
products
that
works

well
with
Facebook

Minh
Phan
|

Long-‐term
goals

•  Build
a
“Facebook
ecosystem”,
which
can
support

and
drive
growth
each
other

•  Contents
for
mobile
&
touchscreen
devices:
apps,

games:

i.  Encourage
mobile
developers,
game
companies
to

develop
more
apps
and
games
that
could
be
played

on
mobile
&
touchscreen
devices.
Conferences,

contests,
rewards
might
help
to
get
their
no9ce

ii.  A
future
with
“Facebook
phone”
and
a
Facebook

appstore
might
create
a
stronger
ecosystem
among

Developers
–
Facebook
-‐
Users

•  Enter
to
BRIC
market
(might
be
BRIIC)

Minh
Phan
|

Product
Development

Minh
Phan
|

Photo

Current
features

SuggesEons

Photo
upload
is
pre@y
cos9ng
a
lot
of
-‐  Only
drag
photos
into
browser
and

processes
upload
op9ons
will
appear

-‐  You
can
minimize
the
current

uploading
to
upload
another
album

To
add
new
photos,
user
has
to
go
to
the
-‐  Only
drag
photos
into
browser
and
it

album
>
edit
album
>
…
will
ask
you
to
create
a
new
album
or

add
to
an
exis9ng
one

-‐  If
user
is
in
current
album
and
wants
to

add
more,
user
just
only
drags
new

photos
to
the
current
window

Minh
Phan
|

Photo
editor

•  As
the
number
of
photos
uploading
on
Facebook
is

enormously
increasing
due
to
user
growth,
the
current

photo
upload
is
s9ll
missing
photo
editor,
which
can

make
an
album
more
beau9ful,
more
stylist,
more

personalized,
more
fun
to
share
with
friends.
A
simple

photo
editor
with
some
eﬀects
or
maybe
even
with

frames
is
what
users
expect,
so
they
don’t
need

another
edi9ng
so{ware
to
do
the
job

•  More
notes
are
being
shared
on
Facebook,
so
this

photo
editor
can
also
help
users
insert
more
nicer

photos
into
their
notes

Minh
Phan
|

Case
study:
rollip.com

Minh
Phan
|

Photo
loca9on
tagging

•  Why
loca9on
tagging:

creates
more
fun,
can
be

integrated
with
Places

•  What
more:
we
have

albums
categorized
into

loca9ons
on
new
feeds.
We

can
integrate
this
feature
to

be
displayed
with
Places

(right
panel
on
the
new

feeds).
This
could
turn
into

real-‐9me
sharing
like

Color.com
(see
the

screenshot
mobile
version

in
the
right)

Minh
Phan
|

Videos

•  Sharing
videos
on
Facebook
is
very
popular

now.
What
happens
if
Facebook
could
turn

this
into
a
something…even
bigger
than

YouTube.
It
could
have
more
op9ons
for
users

to
enable
videos
go
publics
or
not,
make
their

own
channel
with
tags,
etc

•  Increase
ubiquity:
This
could
generate
more

users
and
traﬃcs
for
Facebook

Minh
Phan
|

Notes

•  Enable
more
emo9cons
of
Facebook
chat,
this

would
make
Facebook
notes
more
fun
and

interes9ng,
this
poten9ally
creates
a
trend
in

teenager
(or
even
adults
who
know?)
tex9ng

language,
which
could
make
Facebook

become
more
popular

•  Enable
tagging
people
in
note
@[friend
name]

•  Enable
tagging
photos
in
note

Minh
Phan
|

More
products
to
build

•  Take
an
example
of
sharing
slides
on

Facebook,
knowing
how
o{en
and
the
need
of

Facebook
users
sharing
slides
on
Facebook

could
turn
into
a
huge
opportunity
to
create
a

slide
upload
feature

Minh
Phan
|

New
Products

Suggest
some
ideas
that
could
turn
into

exci9ng
products
that
make
Facebook

become
more
successful
and
more

proﬁtable

Minh
Phan
|

New
Facebook
Search

•  Facebook
has
nearly
700
million
users,
this
is
a

huge
informa9on
store
in
house,
everything
of

700
million
people

•  The
current
Facebook
Search
is
currently
used
by

Facebook
users,
a
redesigned
version
on
another

separate
site,
basically
with
the
same
func9ons

as
the
current
Facebook
search
but
with
more

displayed
results.
A
person
and
brand
proﬁle

could
be
display
with
more
info

•  This
could
draw
more
traﬃcs
and
create
a
chance

to
mone9ze
more
ads

Minh
Phan
|

Photos
Search

•  Imagine
you
have
lost
connec9on
with
a
close
friend
for
years,

what
you
have
is
only
an
old
photo
of
him,
you
start
wondering

how
to
re-‐connect
with
your
close
friend.
Then
you
go
to

“Photos
Search”,
a
search
engine
powered
by
Facebook
which

enables
you
to
search
the
Facebook
profile
base
on
his
picture.

You
drag
that
photo
into
the
search
bar,
without
hilng
enter
it

automa9cally
shows
lots
of
results
by
analysing
all
photo
albums

and
tagged
photos.
A{er
checking
some
results
you
find
your

long
lost
friend,
you
send
him
a
message
and
he
reply
with
a
big

surprise…what
an
amazing
story,
right?

•  Compare
to
Google
Images
Search,
Photos
Search
is
more
about

people,
this
make
Facebook
not
only
to
connect
people
to
their

friends
but
also
to
find
and
re-‐connect
to
their
lost
ones

Minh
Phan
|

Case
study:
Google
Images
Search

Minh
Phan
|

Privacy
Concern

•  You
can
give
op9ons
for
users
to
enable/
disable
your
proﬁle
to
be
displayed
on
New

Facebook

Searches,
which
means
their

friends
or
anyone
could
ﬁnd
them
on
People

Search
or
not

Minh
Phan
|

REDEFINE
A
BRAND

NEW
SOCIETY

Minh
Phan
|

Concepts

•  Facebook
machine:

i.  What
is
it:
like
a
ATM,
a
Internet-‐connected
machine,

connects
to
the
Facebook
servers

ii.  How
it
works:
when
a
Facebook
connect
card
slide
thru,
it

connects
to
the
person’s
Facebook
account

•  Facebook
connect
card

i.  What
is
it:
like
a
ATM
card,
uses
for
accessing
the
person’s

Facebook
account.

ii.  How
to
use
it:
slide
it
into
the
machine,
the
machine
will

connect
to
the
Facebook
account
and
pull
necessary
info
like

name,
age,
gender,
interests,
etc
depends
on
how
much
we

want
to
limit
them

Tracking
buying
history
is
also
enabled
on
a
fanpage
and

customer’s
Facebook
account

Minh
Phan
|

Concepts

Connect

Brand

A
Facebook
connect
card
could
look
like
above.
More
integra9ons
will
be

payment,
deals
(coupons),
all
via
Facebook
account
and
without
any

brand
(one
Facebook
connect
card
for
all).
Facebook
will
become
a
main

channel
for
every
ac9vity
of
a
business,
from
selling
to
marke9ng.
This
is

a
brand
new
society!

Minh
Phan
|

Concepts
chart

User
Business

Facebook
Facebook

connect
machine

Facebook
servers

Buying
history
Buying
history

Facebook

Fanpage

account

Minh
Phan
|

How
this
machine
works

•  Imagine
on
your
birthday,
you
walk
in
a
store.
When

you
slide
the
Facebook
connect
card
thru
the
machine,

it
immediately
responses
with
a
so{
voice:
“Hello

Minh,

welcome
to
our
store,
happy
birthday
to
you!”.

It
even
might
ask
you
whether
to
check-‐in
and
let
your

friend
know
you’re
in
the
store.
The
store
could
oﬀer

you
a
discount
on
your
birthday.
And
because
it
knows

your
music
taste,
playing
your
favorite
song
makes
you

feel
like
more
than
home…

• 
Your
buying
ac9vi9es
will
be
recorded
in
your

Facebook
account.
You
can
even
track
this
and
it
may

help
to
manage
your
budget

Minh
Phan
|

Brand
new
Society

Connect
…

Connect
brands
to
customers

See
top
100
global
brand
h@p://www.businessweek.com/interac9ve_reports/top_brands.html

Minh
Phan
|

How
could
this
machine
create
new

shopping
experience

• Say
hello,
ask
to
check-‐in,
play
favorite
music

Welcome

• Analyze
proﬁle,
suggest
buying
op9ons,
give
special

Order
oﬀers
via
buying
history
or
for
birthday,
holidays

• Record
buying
items
into
buying
history
of
the

Out
of
store
business
and
the
customer

• Any
issues,
refunds,
lost
&
found,
etc
could
be
sent

Customer

Services
via
Facebook
account

Minh
Phan
|

How
to
make
this
happen?

•  Chose
poten9al
businesses
to
do
ﬁrst,
can
do
this
by
direct

Choose
contact
or
register
on
web

partners

•  A{er
agreement
btw
two
par9es,
have
a
trial
period
with

loyal
customers
or
with
volunteers
(of
partner)
then
do
with

Start
small
the
rest

•  A{er
analyse
and
learn
new
experiences,
do
with
other

Grow
bigger

businesses

Minh
Phan
|

Beneﬁts
for
Facebook

•  Leverage
brand
awareness.

Ubiquity

•  Create
a
new
and
more
sturdy
ecosystem

Ecosystem
between
businesses
and
customers

Minh
Phan
|

Facebook
ecosystem

700
mil
Facebook

users

with
Facebook

connect
card

Integra9on:

Facebook
payments,
coupons

Customers
Businesses

Minh
Phan
|

Facebook

The
future…
machine

Store

...

Hang-‐
Deals

out

Facebook

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Minh
Phan
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Reference

•  [1]
h@p://www.huﬃngtonpost.com/2011/06/22/google-‐1-‐billion-‐users_n_881969.html

•  [2]
h@p://www.ventureblog.com/2003/05/4-‐keys-‐to-‐googles-‐success.html

•  [3]
h@p://www.slideshare.net/faberNovel/amazoncom-‐the-‐hidden-‐empire

•  h@p://www.scribd.com/doc/16062744/Googles-‐Success

•  h@p://www.businessweek.com/magazine/content/06_10/b3974071.htm

•  h@p://www.businessweek.com/interac9ve_reports/top_brands.html

Minh
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Minh
Phan
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