facebo商業(yè)模式分析

Facebook:the“socialmedia”revolutionAstudyandanalysisofthephenomenon03.10.2023–Facebookstudy3SummaryFacebook:keyfactsandfiguresFacebookrevenuemodelMeasuringsocialmedia:2businesscases

Universitystudents:exchangeand collaborate Bloggers:communicateandgetfeedbackConclusion

03.10.2023–Facebookstudy4SummaryFacebook:keyfactsandfiguresFacebookrevenuemodelMeasuringsocialmedia:2businesscases

Universitystudents:exchangeand collaborate Bloggers:communicateandgetfeedbackConclusion

03.10.2023–Facebookstudy5HistoryInFebruary2023,FacebookwascreatedbyMarkZuckerberg(withDustinMoskovitz,ChrisHughesand2otherHarvardstudents)Initially,themembershipwasrestrictedtostudentsofHarvardUniversity,andsubsequentlyexpandedtootherUSandCanadiancollegesthentoEuropeanandAsiancolleges()SinceSeptember11,2023,ithasbeenavailableforanyemailaddressglobally,buttheinterfaceisinEnglishonlyOnMay24,2023,FacebooklaunchedtheFacebookPlatform(f8)whichprovidesaframeworkfordevelopers(anyone)tocreateapplicationsthatinteractwithcoreFacebookfeaturesAsofSept.25th2023,with42millionactiveusers,FaceBookisthesecondlargestsocialnetworkingsitegloballyafterMySpaceSource:Facebook03.10.2023–Facebookstudy????6ThingsyoucandoonFacebookKeepintouchwithyouroldfriendsandmeetnewones

Privateandpublicmessagingoptions KeeptabsonwhatyourfriendsdoviatheirNewsfeed Findformerschoolmatesusingthesearchfeature UsergroupsletyoudiscusswithotherswhoshareyourinterestsKeeptheminformedaboutwhatyoudo?Updateyourstatus?Shareyourpictures,blogmessagesandvideos?PromoteeventsyouareorganizingorplanningtoattendAccessawealthofapplicationsmadeforallpurposes?Fun,interactiveapplications?Applicationsthatletyoupublishcontent(photos,videos,notes,…)?Applicationslinkedtootherplatforms(Flickr,Pownce,Twitter,…)Retainyourprivacy?Controlwhatstrangersandfriendsmayseeandreadaboutyou

03.10.2023–Facebookstudy7Explosivegrowththatacceleratedin2023Morethan42millionactiveusersasofSept.25th2023:thesecondlargestnetworkingsiteGrowth:270%betweenJune2023andJune2023ThenumberofactiveusershasdoubledsinceFacebookexpandedregistrationtoincludeusersoutsideUScampusesinSept.2023Facebookisthesixth-mosttraffickedsiteintheUS

WorldwideGrowthofSelected SocialNetworkingSites Age:15+

SocialNetworkingTotalUniqueVisitors(000)

Site MyspaceFacebook Hi5Friendster Orkut Bebo TaggedJun-06 66,401 14,083 18,098 14,917 13,588 6,694 1,506

Jun-07114,147 52,167 28,174 24,675 24,120 18,200 13,167%Change 172% 270% 56% 65% 78% 172% 774%Sources:Facebook,ComScoreMediaMetrix,faberNovelanalyses03.10.2023–Facebookstudy8TheevolutionoftheuserbasehasbeensynonymouswithanexpandedrangeofusesAfavoriteamongstudents(85%marketshareof4-yearUSuniversities),buthalfofFacebookusersarenowoutsideofcollegeFastestgrowingdemographic:25-34yearsold(+181%betweenMay2023andMay2023)SincethelaunchoftheFacebookplatforminMay,almost4000applicationshavebeencreatedbythird-partydevelopers

Ageslice

12-17 18-24 25-34May202335+Sources:Facebook,comScoreMediaMetrix,eM,faberNovelanalyses

03.10.2023–Facebookstudy9Afeatureofitsusers’dailylife

?Morethanhalfofactiveusersreturndaily

?Peoplespendanaverageof20minutesonthe sitedaily ?Morethan6millionactiveusergroupsonthesite ?Over55,000regional,work-related,collegiateand highschoolnetworks Activityandloyaltyaretwo keycharacteristicsofthe FacebookcommunitySources:Facebook,comScoreMediaMetrix,faberNovelanalyses

03.10.2023–Facebookstudy10InternationalgrowthatafranticpaceFacebookhasdevelopedastrongfollowinginEnglish-speakingcountries

AthirdoftheCanadianpopulationhas joinedFacebookasofJune2023,agrowth ofmorethan3,000%inayear TheUnitedKingdomisthethirdlargest countrywithmorethan5millionactive users,Londonbeingthelargestnetwork onFacebook(1,105,515membersasof Sept.112023)ThereisfarlessgrowthinEuropeandAsiaasthewebsiteisonlyavailableinEnglishToactagainstknock-offswhotookadvantageofFacebook’slackofinternationalcompatibility,amajorlocalizationinitiativewillbelaunchedsoon:thewebsitewillbetranslatedandthereforeaccessibletousersfromothercountries

Toptobottom:Facebook,Vkontakte(RU),Sources:Facebook,comScoreMediaMetrix,faberNovelanalyses

03.10.2023–FacebookstudyXiaonei(CHN)11AcloserlookattheEuropeansituationFacebook’sgrowthinEuropemainlystemsfromtheUK’sdynamismFacebookhasnothadmuchsuccessinGermanytodateFacebookhasonlysecuredafootholdinFrancerecentlybuttheresultsareshowing42,000membersintheFrancenetworkinJune2023,andmorethan127,000now(Sept.20th):a300%growth!LeadingSocialNetworkingsitesrankedbyEuropeanunique visitors

Totaluniquevisitors(000)Thisfiguredoesnottakeintoaccountthepeoplethatdonotjoinnetworks,oronlyjoin

PropertyTotalInternetaudienceJan2023 218,063July2023 224,759

%Change 3%Origi n EUschoolorbusinessones:thesitehadalmost260,000uniquevisitorsinAugust2023ObservationsbymediaagencyMYSPACE.COMSkyrockNetwork BEBO.COM20,34111,327 7,46125,17613,78512,10124%22%62%USFRUKKRMediaFranceshowthatthenumberofvisitorskeptincreasingintheslow-trafficsummermonths,hintingatanFACEBOOK.COM HI5.COM PICZO.COM2,0666,9797,55710,795 9,554 8,035422% 37% 6%USUSUSexplosivegrowthwiththestartoftheschoolyearNETLOG.COM8,1407,450-8%BELSources:Facebook,comScoreMediaMetrix,faberNovelanalyses,KRMediaFrance03.10.2023–Facebookstudyof12Awinningstrategy:openingtheplatformtothird-partydevelopersLessthanamonthafteritslaunch,theFacebookPlatformhadalreadyattractedmorethan40,000developers,andproducedmorethan1,500newapplicationsOnSept.25th2023,thetop44applicationsrepresentedalmost200millioninstallationsandhadatotalofmorethan16milliondailyactiveusers3,900applicationsexistasofSept.11,2023,whileFacebookitselfonlyoffers13A‘longtaileffectappliestoapplications:thetoponesattractmillionsofusersbutthenumbersquicklydropforothersdownthelistAstrategywhichcompetitorswillhaveahardtimeimitatingbecausestructuraldifferences:afterthef8launch,LinkedInannounceditwouldopenitselftooutsidedevelopersbutthenecessaryadjusmentswouldtake

Sources:Facebook,comscoreMediaMetrix,Adonomics,ninemonthsInsideFacebook,faberNovelanalyses

03.10.2023–Facebookstudy13Facebookapplicationsarequicklyreplacingspecializedwebsites

Facebookisthen°1photosharingapplicationontheWeb(morethan2.7 billionphotosonthesiteandmorethan14millionuploadeddaily).ThePhoto applicationdrawsmorethantwiceasmuchtrafficasthenextthreesites combined(Photobucket,Yahoo!Photos,WebshotsCommunity…) TherearethreetimesmorepeopleinvitedthroughtheEventsapplication thanthroughaleadingfocusedwebsitesuchasE Thevideoapplicationallowsuserstouploadandrecordtheirownvideos, displaythemontheirprofileandsendvideomessages

Facebookeffectivelyprovidesaone-stopshopsolutiontoitsusersSources:Facebook,comscoreMediaMetrix,faberNovelanalyses

03.10.2023–FacebookstudySummaryFacebook:keyfactsandfiguresFacebookrevenuemodelMeasuringsocialmedia:2businesscases

Universitystudents:exchangeand collaborate Bloggers:communicateandgetfeedbackConclusion03.10.2023–Facebookstudy1415Keyfinancials

Funding:

Fall2023:$500,000fromPeterThiel(aco-founderofPaypal) May2023:$13millionfromAccelPartners April2023:$25millionfromGreylockPartners,AccelPartners,MeritechCapitalPartnersandPeter Thiel

AccordingtotheWSJ(Aug.23rd2023),Facebookisontrackfor$30millioninprofitthisyear on$150millioninrevenue Revenuemodel:

Displayads:accountsformostofitscurrentrevenuethroughanadvertisingoutsourcingdealwith Microsoft(CPM0,30€) Sponsorship:thesponsorshipofgroupsseemstobethemajorpotentialsourceoffuturerevenue ($300,000fora3monthpresence,up200%inJune2023vs.February2023),morethan150 companiesarealreadypresentsuchasNike,Victoria’sSecret,… Gifts:limitededitiongiftsforsaleatalowprice($1)

Valuation:

Facebookturneddowna$1billionpurchaseofferfromYahoo!In2023 Microsoftisintalkstobuyastakeofupto5%inFacebookfor$300millionto$500million:the companycouldthenbevaluedatmorethan$10billion(Sept.25th2023)Sources:Facebook,WallStreetJournal,V,KRMediaFrance,faberNovelanalyses

03.10.2023–Facebookstudy16AdvertisingdealwithMicrosoftoffersFacebookguaranteedrevenues

ThedealwassignedinAug.2023foradurationofthree years(justbeforeFacebookbecameavailabletoall users) Itaimsatcreatinganattractivecombinationfor advertisers FacebookletsMicrosoftprovidesearchandadvertising listingstoitsusers

Microsoftisabletopostadvertisingbannersand sponsoredlinksthatappearontheleftorthebottom ofFacebookpages FacebookcanbenefitfromtheMicrosoftadCenter system,whichallowsadvertiserstofiltertheirtargets sothattheiradsarerelevant

Clickthroughratesarelow:0.04%onaverage(while Myspaceratesare0.10%) Apotentialproblemisthelackofrelevance:conflictsof imagearosewhenadsfromprominentBritishcompanies appearedonthepagesoftheBritishNationalParty Alocalizedsaleshousewouldmakeitfareasierfor FrenchandEuropeanbrandstotuneintoFacebook advertisingSources:Microsoft,Reachstudents,BBC,KRMediaFrance,faberNovelanalyses

03.10.2023–FacebookstudyFacebookisofferingnewadvertisingproductsFacebookHomepageFlyers

Sponsored Stories Sponsored GroupsAdvertisingsolutionstailoredforall kindsofsituations03.10.2023–Facebookstudy1718Alow-costanddirectadvertisingsolutionforusers:Facebookflyers

FlyersletusersmaketheirownadsonFacebookatlowprices ThepriceisbasedonhowmanytimestheFlyerisviewed FlyersaredisplayedontheleftsideofFacebookpages,withthe possibilityto:

Choosetargetsbybothgenderandage Targetspecificcolleges,andgofurtherbyspecifyingtheeducationstatusdesired (undergrad,gradstudent,alumni) Selectregionalnetworksyouwantyouradtobedisplayedon

FlyersPro,launchedinSept.2023,offermoremoreoptions:

Selectionmoreprecise(bylocation,sex,age,keywords,polticalviews, relationshipstatusandworkplace) Specifyhowmuchyouarewillingtospendtoadvertise,bysettingamaximum priceperclick:thehighertheprice,thehigherthechancesyouradwillbeshown PricingisnowCPCasopposedtoCPM

Facebook’slackofcontrolhasgivenrisetodeceptiveFlyers,launching fakesecuritywarningsandpromptinguserstodownloadvarious softwaresSources:Facebook,TheRegister,faberNovelanalyses

03.10.2023–Facebookstudy19Newadvertisingsolutions:homepagesponsoredstories

Firmscantargetwhateveryoneispaying attentiontoonFacebook:theusers’News Feed,whereastoryaboutyourproductwillbe displayed Onlyonesponsoredstoryisdisplayedata time,meaningadvertiserswillnotbevyingfor attentionagainstotherads Acreativewayofadvertising:Clickthrough Rates10to20timeshigherthansimple bannerads Companieshavethepossibilitytochoosea leveloffiltering:

Untargeted(Standardoffer) Bygenderorlocation($2premium) Bytheirfavoriteinterests,activitiesormovies (5$premium)Sources:V,faberNovelanalyses

03.10.2023–Facebookstudy20Arecentsourceofrevenue:sponsoredgroups

AsofSept.2023,186sponsoredgroupsexist onFacebook:thecostforasponsoredgroup is$300,000for3months(aftera200%price increase!)

Thegroupcreatesabranded,personal environmentwhereuserscangatherand interact Fromanadvertisingperspective,thebrand becomesaparticipant Offersincludepackagesandpromotionsto helpspreadthewordonthegroup Mostpopulargroups(10/09/07):

AppleStudents:424,135members PINKVictoria’sSecret:345,728members NBAFinalsBracket-ball&TriviaChallenge: 122,854membersSources:Facebook,V,faberNovelanalyses

03.10.2023–Facebookstudy21TowardsaFacebookeconomy:Facebookapplicationsdevelopment

WiththelaunchoftheFacebookplatform,FacebookhasbeentoutedasanonlineSocial OperatingSystem

Facebook’sfirstacquisitioninJuly2023,Parakey,wasawebOScompany

Facebookallowsdeveloperstobuildtheirownapplications,andletsthemkeepalltherevenues generatedfromitsexploitation Thesuccessofanapplicationishighlydependentontheapplication’sviralityanditsuserbase Differentwaysofmakingmoneywithanapplication:

Promotingthird-partyapplications Sellingadvertisingspace Attractingsponsors Sellingonlineservices Sellingproducts

DevelopmentofarealFacebookeco-system Facebookappfactories:Rockyou(superstarwiththeappsHoroscopes,X-MeandSuperWall), Slide,AppFactoryprogrammelaunchedbyVCBayPartners,SocialMedia,30boxes,AF83,… Internal(inthirdpartyapplications)adnetworkshavesprouted:Lookery,FBExchange, RockYou,EggNetwork,Cubics,Appsaholic,… InSept.2023,the$10millionfbFundwascreatedbyFacebook,offeringgrantsrangingfrom $50,000to$250,000toaspiringapplicationsdevelopersSources:Facebook,CNN.com,Rockyou,faberNovelanalyses

03.10.2023–Facebookstudy22ApplicationsobeytocertainrulesspecifictoFacebook

MoreandmorerenownedcompaniesaredevelopingtheirownFacebookapplication,in ordertoreachanewaudience DesigningandspreadinganapplicationonFacebookrequiresaparticularexpertisethat mediacompaniesseemtolack,

Theirapplicationsfailtodrawmassiveamountofdailyactiveusers(26/09/07) EvenYahoo!,acompanythatknowshowtodistributemediaontheWeb,hadtoturnto applicationgiantRockYoutoredesignitsapplicationandattractusers

EvolutionoftheYahoo!MusicVideosapplication

Whethertheproblemcomesfromdesignissues,theapplication’scontentoralack ofunderstandingonhowtodrivetraffictoanapplication(viralspreading, advertising),itseemsthatcompaniesdonotunderstandtheFacebookplatformyetSources:Facebook,InsideFacebook,Rockyou,faberNovelanalyses03.10.2023–FacebookstudySummaryFacebook:keyfactsandfiguresFacebookrevenuemodelMeasuringsocialmedia:2businesscases

Universitystudents:exchangeand collaborate Bloggers:communicateandgetfeedbackConclusion03.10.2023–Facebookstudy2324OnlinecommunitiesnavigatebetweenmediaandsocialsitesMediasites,whereusersmostlyproducecontent

Theobjectiveforusersistoincreasetheirvisibilityasabrand,individualorcompany Theactorsarespecializedaccordingtotheirroleonthesite:producers,consumers,… A“portal”historywithacommonhomepageforusers,withlittlecustomization Evenwhenthesitesarecollaborative,the1%ruleapplies(statingthatonlyaround1%ofusers activelycontributevs9%commentand90%onlyconsumecontent:Flickr,Youtube,Wikipedia)Socialsitesallowabetter-balancedcommunication,whereusersproduceandreceivecontent

Usersseektokeepintouchwithpeopletheycareabout Allactorspublishcontenttoanextent,butdifferenttypesofinfluentialpeoplecanbeidentified

“Connectors”whohavewidesocialnetworksandactashubs,“mavens”whoareknowledgeablepeople,and “salesmen”withhighnegotiationskills “Hubs”,“gatekeepers”and“pulsetakers”

Socialsitesofferacustomizeablehomepageandawaytokeeptrackofyourfriends(feed,pulse,…) Onehasaccesstoavarietyofmediaandplatforms

MajoronlinecommunitiesseemtoconvergeonthesocialmediascaleYahoo

MyspaceMediaorientedportals

Youtube

LinkedInSocialorientednetworksSources:faberNovelanalyses,BenMcConnell(2023),Hitwise,MalcolmGladwell,DrKarenStephenson03.10.2023–FacebookstudyFacebook(US)25Theevolutionofsocialnetworkingsitesshowtheydevelopnewfunctionalities

Firstgenerationsitesonlyletusers managefriends’ listsTherearemainlyflat,singleentrylistsbyschoolsorclassesyouattended

Secondgenerationsitescanbeseenas thefirstsocial networksTheyarecenteredaroundanindividualandhisfriends,andfriendsoffriends:theyfollowthe6

Thirdgenerationsitescouldrepresent thefirstsocial mediasites

Theyallowmulti- dimensionalconnections, realconversations betweenusers,inExamples:Copainsdavantdegreesrulecompliancewiththesocialgraphtheory*(FR),CExamples:LinkedIn(US),Viadeo(FR),Xing(G)Examples:Myspace(US),

Facebook(US),Bebo (UK)

*asexposedbyMarkZuckerbergSources:faberNovelanalyses,StanleyMilgram(1967),Facebook

03.10.2023–Facebookstudy26ThenatureoftheconversationonFacebookshowswhyitistheperfectexampleofthelatestgenerationofsocialnetworkingsitesThenatureofconversationsonFacebookcanbebrokendown:

Intwotypesofmessages:those goingin(receivedbytheuser)or goingout(emitted)**theratiobetweenthetwoformingtheconversationindex

Analysisofaselectionofstudents’ conversation*

Bytheformat,mediaorapplication typeusedtosendthemessageAnalysisofaselectionof30+yearsoldbloggers’ conversation*9%Wallpostsin3%Wallpostsin11%34%Taggedphotosin39%TaggedphotosinGiftsinGiftsinGraffitisinPokesin33%QuestionsoutVideosout20%WallpostsoutTaggedphotosoutPhotosoutPosteditemsout6%1%19%Statusout7%15%1%1%1%NotesoutStatusout*Figuresusedforthesechartsareforillustrativepurposes.Theyarereal,butarenotstatisticallyrepresentative.Sources:faberNovelanalyses,panelofstudentsandbloggers,datacollectedduring4weeks,Aug/Sept2023

03.10.2023–Facebookstudy27FacebookprovidesthemeansforarealconversationTheconversationismulti-media,withtheuseofwords,drawings,pictures,videos,…Theconversationisbothverbalandnon-verbal,throughdedications(songs),gestures(pokes),andemotions(gifts,feelings)Itcanbeeitherinstantaneous(withchatapplicationsandpresenceindicators)orasynchronous(withwallposts,messages)Theconversationtakesplacebetweenrealpersonas(fewhiddenidentitieswithavatarsornicknames)andwithoutExchangemessages using common webtoolsoutsideintervention(nomoderationorcensorship)Itrespectstheusers’privacyiftheysodesire:only1in10userschangeshis/herprivacy

Manage and promoteupcoming eventsFacebooklets usershave multi- dimensionalconversations

Sharephotosandvideoswith friendssettings

Interact using applicationsSource:faberNovelanalyses03.10.2023–Facebookstudy28MeasuringsocialmediaTheemergenceofsocialmediahighlightstheneedfornewmetrics

TraditionalmetricsarelimitedActivitymetricsstillapplyinsomeway:

#uniqueusers Visitfrequency Averagetimespent #registered/activeusers %ofreturningusers BouncerateAswellasgeo-socio-demographicmetrics:

Gender Age Householdrevenue GeographicaldataAndofcoursecontentmetrics:

#photos/videosuploaded #postedarticles/comments

NewmetricscouldbeActivation:#applicationsinstalled(FB),#votes(Digglike),…Engagement:thisisthe1%rule,ortheratio#visits/#contentpiecesposted,%ofactiveusers/total?Conversationindex?:theratiobetweenpush/pullactions,informationemission/receptionVirality:%growthofgroupsorapplications,timeelapsedtoreachmaximumdiffusion(inatypicalGaussdiffusioncurve)Influence:#incominglinkstoaprofile,ratio(#links+comments)/#friends,ratio#connectioninvitessent/receivedLoyalty:%ofsurfingtime,%postedcontentofacertaintype(eg.Photo)Connections:average#friends,average#groups,#broken(unfriended)orlooseconnections(nonactive)Relevance:%voiceofaparticular‘a(chǎn)dvertiser’inthedailyfeed/pulseAndmore…Buttheydonotmeasuretherealvalueofweb2.0platforms:theconversationthattakesplacebetweenindividuals

Typicalmediaapproaches(basedonadimpressions)arelessandlesspertinent CRMapproaches(eg.measuringLifeTimeValue)becomemoreadaptedSource:faberNovelanalyses03.10.2023–Facebookstudy29FaceBookuserscanbesegmentedbytheusagetheydo

Coreusershavea personaluseSocializationandentertainment applicationsMorerecentlyprofessional usesappeared

Multi-mediapublicationand feedbackapplications#1:iLike#2:Graffiti#3:WhereI’ve been#4:ZohoOnline#6:FlickrPhotos#7:HonestyBox#8:BFiles#9:SuperPoke!#1:GoogleReader SharedItems#2:Twitter#3:Video#4:Kyte.tv#6:Upcoming Calendar#7:BlogFriends #8:Wordpress#9:Ustream.tvOffice#5:BlogTips#10:Skypeme#5:FantasyStock Exchange#10:TheFriend MatchSources:faberNovelanalyses,Techcrunch,RobertScoble

03.10.2023–FacebookstudySummaryFacebook:keyfactsandfiguresFacebookrevenuemodelMeasuringsocialmedia:2businesscases

Universitystudents:exchangeand collaborate Bloggers:communicateandgetfeedbackConclusion03.10.2023–Facebookstudy3003.10.2023–Facebookstudy31AnalysisofFrenchstudents’behavioronFacebook

Frenchstudentscanbeseenasearly adopters(incomparisontotherestoftheFrenchpopulation)ofFacebook,as morethan50%ofthemhavebeenon thesiteformorethan3months

Theymainlyusethesiteto

socialize,keepintouchwithreallifefriendsorrenewoldconnections.Only13%believetheyaremoreactivethan theirfriends.Afewkeyfacts aboutFrench students

Theyarenotreallyinvolvedinuser groups,as91%visitlessthan5groupsonaregularbasis,and81%do notpostmessages,photosorvideosTheydonotdisplayanyrealinterestin applications:78%addthemon invitation,buttheydonotbrowsefor them.Theyuseapplicationsmostly forfun.Sources:faberNovelanalyses,faberNovelsurveyconductedonarestrictedsampleofFrenchstudentsaged20-25,Sept.202303.10.2023–Facebookstudy32StudentsseeFacebookasawalledgardenStudentsareapparentlyoutspokenand carefreeonFacebook

TheyoftenusetheWallforshort messagesthancanbelikenedto pokes

?Greetings ?Enquiringaboutwhathashappened lately ?Wishesonspecialoccasions

60%havenotchangedtheir privacysettingstorestrictaccess totheirprofile

Earlysignsshowthattheyarebecomingcautiousaboutpossible privacyissues

Theykeeppersonal conversationsprivate:61%use theirpersonalmessageboxmore Wallmessages 58%areconcernedaboutwhat othersmayseeonFacebook Theykeeptotheirreallife connections

?Morethan75%havenotadded strangersanddonotplanondoing so ?Theytrimtheircontactlisttomake

sureonlypeopletheyknowwellare insideSources:faberNovelanalyses,faberNovelsurveyconductedonarestrictedsampleofFrenchstudentsaged20-25,Sept.2023Facebookinaworkenvironment:threatoropportunity?Somecompanieshavetakenstepstowardsrestrictingtheiremployees’accesstoFacebookStudentsare“digitalnatives”,usedtomoderntechnologiesandnewmeansofcommunication,andassuchtheywouldadaptquicklytotheuseofFacebookasaworkingtoolThoughstudentsdonotseeFacebookasanusefulworktoolyet(54%oftherespondents),itshouldnotbeoverlooked,astheylackperspectiveGiventherightincentiveandevolutionoftheplatform,theycouldadaptquicklyandturnFacebookintoaproductivetool:

Nurturingconnectionsthat couldbeusefultotheir company Organizingthemselvesand creatingworkgroupsdedicatedUnderstandstudents’behavioronFacebookMakeadvantageoususeoftheirfamiliaritywiththewebsiteTurnFacebookintoaproductivetool

toaspecificproject

3stepstoturnFacebookintoan opportunitySources:faberNovelanalyses,faberNovelsurveyconductedonarestrictedsampleofFrenchstudentsaged20-25,Sept.202303.10.2023–Facebookstudy3334AdvertisingandtargetingstudentsonFacebook

Thebasicadsdonothavemuchsuccess

LowClickThroughRates(0.04%onaverage,oneoftheworstperformingsites) Studentsmaybetoobusyinteractingandneglecttheadsdisplayed

Awaytoattracttheirattentioncouldbetohavetheminteractaboutthebrand

71%havestatedthattheywouldnotmindjoiningasponsoredgroupshouldthecontent interestthem

Classicalweb2.0relationalapproachesworkonFacebooksponsoredgroups

Creatingagroupcenteredaroundusersandtheirinterestsseemsagoodapproach

Targetletsstudentstalkabouttheirdormroom Themostpopulargroup,?Applestudents?,offersthemdiscountsonAppleproducts

Havingthemcommunicateonthebrand

Launchseveraldiscussionthreadsandtopicstoletusersreact Ifneedbe,useanevangelistthatwilladdresscoreissues,helpbuildthecommunityandprovide ahumanfaceforthebrand Develop