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