3. Timeline of Policy Changes January 2008: Facebook begins cracking down on deceptive marketers, limits distribution of news feed stories May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue December 1, 2010 December 1, 2010 3
4. Farmville 52,408,349 MAU 4,367,362 new users/week December 1, 2010 December 1, 2010 4
5. Timeline of Policy Changes January 2008: Facebook begins cracking down on deceptive marketers, limits distribution of news feed stories May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue December 16th, 2009: Facebook limits the amount of responses and communications per user action, virality starts to decline. December 1, 2010 December 1, 2010 5
7. Timeline of Policy Changes March 1st 2010: Facebook does away with notifications, adds bookmarks to side bar January 2008: Facebook begins cracking down on deceptive marketers, limits distribution of news feed stories May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue December 16th, 2009: Facebook limits the amount of responses and communications per user action, virality starts to decline. December 1, 2010 December 1, 2010 7
9. MAU Growth of the Three Games December 1, 2010 December 1, 2010 9
10. Timeline of Policy Changes January 2008: Facebook begins cracking down on deceptive marketers, limits distribution of news feed stories March 1st 2010: Facebook does away with notifications, adds bookmarks to side bar May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue Sept. 21st 2010: Facebook takes games off newsfeed, virality limited to discovery stories, invites December 16th, 2009: Facebook limits the amount of responses and communications per user action, virality starts to decline. December 1, 2010 December 1, 2010 10
11. Impact on Zynga First round of virality limitations Removal of wall posts for games December 1, 2010 December 1, 2010 11
28. December 1, 2010 December 1, 2010 22 Cross Promotion You don’t have to be Zynga to Cross Promote
29. What Matters in 2011 Then Now MAU DAU ARPU DARPU Growth Retention December 1, 2010 December 1, 2010 23
Notes de l'éditeur
With 9/21 update discovery stories were introducedThis is the first way to drive new users to your app through a viral channelEarliest version was one line, no game image and no description, fb told us you needed to have 5 friends play a game for it to surface in your feedEvidence that these are increasing/lowering standards of number of friendsPlay with the image, you cant rely on them but you do need to pay attention to them
Ads for things on Facebook perform betterSocial contextAlready on site, don’t want to leaveThe more targeting, the more cost-per-clickBids for ads in US higher than global adsAmazing how many people go through a rep for their campaigns. Ok, but you wont get the maximum CPI
If the self service option isnt right for you, there are a number of companies that have access to the fb ads API
One you have your campaign up optimize it as much as possible, software products offer automated a/b testing or you can do this on your ownStart new, targeted campaignsUse demographics reporting from general campaignTest successful creative against target groups, optimizeHere we have an example of the same ad only bg color change, but look at what it did for our numbers…Adding a border can increase CTRAdding a game logo or NEW burst where appropriate increases CTR
