the viral bonus - facebook mathematics by krds - facebook developer garage paris leweb 09
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The Viral Bonus Facebook Mathematics
18 novembre 2009
Case
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Welcome in the downturn!Mr. Advertiser can only spend 20k€ on internet for his campaign. He wants to maximize ROI. Target: people under 35
The new choice for advertisers
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KRDS - Facebook
Development of a Facebook application
Advertising the app
Traditional Web
Development of a traditional website
10 k€
Advertising the website
10 000 €
10 000 €
10 000 €
10 000 €
First step: Advertising of the operation
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KRDS - Facebook
Money spent on advertising the app
10 k€
30 000 users driven to the Facebook app
Traditional Web
Moeney spent on advertising the website
10 k€
30 000 users driven to the website
Advertising Network
10 000 € 10 000 €
on
and Ads
Viral Bonus (1/3)
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The « viral bonus » tells us how viral an app/site is, depending on its ability to naturally spread among internet users.
• The « viral bonus » can never be predicted, only assessed after the campaign
• It results from the combination of :• a good idea• the art of displaying viral features at
the right time and place• Traditional website: VB btw 1 and 1,5
95% of the time• Facebook app: VB btw 1 and 100
Ads-driven usersx
Viral Bonus=
Total number of users
« C+ Pronostics Ligue 1 » – August 09VB: 3534 virality-driven users for every ads-driven user
Viral Bonus (2/3)
« The French grandest quiz » – October 09VB: 75
« Tear up your friends » – September 09VB: 8
A few examples of viral bonuses
Viral Bonus (3/3)
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KRDS - Facebook
Average KRDS Facebook Apps’ VB: 5
Final total number of users:
Traditional Website
VB: 1,25
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 users37 500 users
Conclusion
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With the same budget, you can reach out to much more users with a FB App than with a traditional Web Site
On Facebook, every ads-driven users can drive up to 100 other users.
Virality-driven users are thoroughly FOR FREE
Total number of users=
Ads-driven usersx
Viral Bonus
Conclusion
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KRDS - Facebook
Ads-driven users:
30 000 users
VB: 5
End CPU : 0,13€
Traditional Website
Ads-driven users:
30 000 users
VB: 1,25
End CPU : 0,53€
Difference in ROI : 400%
150 000 users 37 500 users
Conclusion
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So why should you get a application rather than a traditional website ?
Why?To get a viral bonus!
Question from Mr. Advertiser
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What is the point of getting users ?
The same as on a
traditional website!
Driving traffic
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2 links to tf1.frThe app became a major traffic provider
e-commerce
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The advent of FaceshoppingCarrefour pioneered Flash Sales on Facebook
Monetizing page views through advertising
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Ads banners can be displayed on an appA huge amount of pages views were monetized by FRANCE 24’s advertising network.
Collecting opt-in contacts
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You can make it easy for users to register thanks to prepopulated forms
Special events
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Live shows broadcast on FacebokLouis Vuitton made a huge media splash being the first to broadcast in live a fashion show
www.krds.fr
fr.allfacebook.com
To get more informations:
Case studyCanal + Football
Brief Canal +
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GoalsDrive traffic and video views on canalplus.fr
Promote two TV shows: « Canal Football Club » and « Grand Match C+ »
KRDS’ prescription
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StrategyA Facebook appTo reach out to as many users as possible
A Facebook public profileTo turn users into fans
The FB app Canal + Pronostics Ligue 1
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The FB public profile Canal Football Club
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Road map
1. Advertise the app to get the first users
2. Watch the viral bonus in action
3. Turn users of the app into fans
4. Conclusion
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08/04/09 – 08/08/09
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Crosspromotion of the app on Facebook applications published by the KRDS-Cancoon network
2009 August, 4th August, 8th
0 user 10k users
0 fan 0 fan
Road map
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1. Advertise the app to get the first users
2. Watch the viral bonus in action
3. Turn users of the app into fans
4. Conclusion
08/08/09 – 08/25/09
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Because the concept of the app is a good one AND because viral features are well implemented: the app spreads like wild fire
2009 August, 8th August, 25th
10k users 350k users
0 fan 0 fan
Road map
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1. Advertise the app to get the first users
2. Watch the viral bonus in action
3. Turn users of the app into fans
4. Conclusion
08/25/09 –09/05/09
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Users of the app are lured into becoming fans of « Canal Football Club » public profile
2009 August, 25th September, 5th
350k users 375k users
0 fan 120k fans
Road map
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1. Advertise the app to get the first users
2. Watch the viral bonus in action
3. Turn users of the app into fans
4. Conclusion
The Facebook application The Facebook public profile
09/15/09
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How many people were reached out to in 1,5 month?
2009 August, 4th August, 8th August, 25th September, 5th September, 15th
0 joueur 10k users 350k users 375k users 400k users
0 fan 0 fan 0 fan 120k fans 140k fans
400 000 users 140 000 fans
Interaction between TV and Facebook
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Canal + refers to its public profile on air
Krds.fr
Twitter.com/KRDS
Fr.allfacebook.com
Facebook.com/KRDS
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