Neolane analysisebook.v.5

Analysis of the top 150 Facebook pages in France, United Kingdom & USAFocus on Page tab application usage

June 2013

Copyright Neolane 2013 2

Executive Overview

Some similarities across analyzed geos

Some di�erences

Email, Birthday & Likes are the 3 most requested pieces of information

Game and Service apps are the 2 most common (~60% in each country)

Pages of CPG brands have the most apps

The telco sector o�ers popular apps across all geos

Fan gates are used a lot in France, much less in the UK and US

The music sector uses a lot of Facebook apps in the UK

French Facebook pages contain a lot of contest apps.


How many pages have apps requiring a “social opt-in”?


What is the social opt-in?

Facebook apps can display their content to all visitors or require a “social opt-in”

Example: A contest app might require name, birthday and email address

The social opt-in requires certain Facebook profile information in exchange for access to the app

The social opt-in can, at the same time, be used to aquire opt-ins for other channels, including email


Top 150 Facebook page analysis

69 apps in total

28% of pages contain at least one application

CPG, Sport & E-commerce represent 60% of all pages with apps

The CPG industry dominates with 36% of pages with apps

Sector Nb pages with apps %CPG

SportE-commerceVideo Games

TelevisionTelecomCinemaFashion

EntertainmentMusicRetailTotal

155544321111

42

35.7%11.9%11.9%9.5%9.5%7.1%4.8%2.4%2.4%2.4%2.4%100%



36 apps in total


Music, Sports & CPG represent 72% of all pages with apps

The music industry dominates with 41% of pages with apps

Sector Nb pages with apps %Music

Sports

CPG

Entertainment

Resaturant

High-Tech

Telecom

Misc

Total

12

5

4

3

2

1

1

1

29

1.4%

17.2%

13.8%

10.3%

6.9%

3.5%

3.5%

3.5%

100%



The three sectors represent 51% of all pages with apps

Main sectors: CPG, Music & Television

45 apps in total


Sector Nb pages with apps %CPG

MusicTelevision

CinemaRestaurant

Video GamesRetail

FashionE-commerce

EntertainmentTelecom

Total

66654411111

36

17%17%17%14%11%11%3%3%3%3%3%

100%


Are brands using fan gates to restrict access to app contents?


What is a fan gate?

A fan gate is a request to “like” the Facebook page in order to access the app content.

It’s done to boost the number of fans


Applications behind a fan gate

19% of UK page tab applications are behind a fan gateUK uses it with care

Only 9% of US page tab applications are behind a fan gate

The country that uses fan gate the most:FRANCE 68% of French page tab applications are behind a fan gate

France

Yes

No

United Kingdom United StatesCount of Fan gate

% of Fan gate

Count of Fan gate

% of Fan gate

Count of Fan gate

% of Fan gate

47

22

68%

32%

7

30

19%

81%

4

41

9%

91%


What is the most required data?


Type of information requested by application

The top 3 pieces of information are email, birthday and likes

Few apps ask for nothing

Few apps ask for too detailed informationSurely because they can not leverage it

Sector Nb pages with apps %Email

BirthdayLikes

NothingLocation

Photos or Friends infoHometown of interest

ActivitiesCheckins Events or Status relationship

482620128532

1

70%37%29%

17.4%11.6%7.2%4.3%2.9%

1.4%



U.S. apps request the same information as the French ones:Email, Birthday and likes


BirthdayLikes

Friends’ InformationNothing

Current City PhotosLocation News Feed

HometownInterest Current city

Activities

28181497654

2

62%

40%

31%

20%

16%

13%

11%

9%

4%


Nothing

Birthday

Likes

Friends info photos

Location

Hometown Checkins Events

18

11

9

5

3

2

1

50%

30.5%

25%

13.9%

8.3%

5.6%

2.8%


The top requested information is email

UK apps often do not leverage social data with 30% of apps requiring a social opt-in without requesting any specific information



What are the value propositions of applications with social sign-on?


Different types of applications used

GAMEGive access to fun games like photo contest, o�er a fun gift to a friend, “bets on the next football match for fun”, “create your funny picture”, etc.

CONTEST Give a chance to win a prize

SERVICE Give access to general information, account management, f-commerce content, recipe, tips, store locators, etc.

FREE CONTENT Give access to free content like music, videos, white papers, etc.

COUPON Permit coupon download

QUIZ Give access to a quiz without prizes

EXCLUSIVE CONTENT Give access to exclusive content

NEWSLETTER Permit subscription to a newsletter


Top 3 types of applications

Game and service apps dominate worldwide

Contests are a French specialty

UK focuses on providing services to fans

Free content is a U.S. specialty

39% game

32% contest

17% service

41% service

16% game

14% newsletter

44% game

19% contest

11% free content


Types of applications - Details

78% of apps worldwide

Types of promisesGame

Service

Contest

Coupon

Free Content

Exclusive Content

Newsletter & form �lling

Wishlist

Quiz

France U.K. U.S. Total

39%

17%

32%

6%

0%

0%

0%

4.35%

1%

16%

41%

5%

5%

5%

11%

14%

0%

3%

44%

19%

8%

0%

11%

3%

6%

0%

0%

34.5%

24%

19%

4%

4%

3.5%

4.5%

2%

1%


Pages with the best “app engagement ratio” by sector


What is the “app engagement ratio”?

The ratio of MAU (monthly active users of an app) / fan count of the page belonging to the app is a good indicator of the engagementIt highlights the capacity of the brand to create engagement around their applications and to provide the right “value props”


Average ratios of applications’ - MAU / fan count by sectors (top 5)

In France, the E-commerce and Telco sectors have the most effective appsFrance pages have globally the best ratios of apps MAU / fan count

In the U.S., Restaurants have the most effective appsRatios are lower than in France. The reason is simple: French Facebook pages have less fans so the engagement is better. A Dunkin Donut app with 2M MAU arti�cially boosts this result.

In the U.K., High-tech has the most effective appsUK is clearly lagging behind France and the US in terms of app usage

Sector App Engagement

E-commerceTelecom

SportCPG

Fashion

11.85%8.23%3.83%1.15%0.68%

RestaurantTelevision

E-commerceTelecom

Music

15.45%3.00%1.35%0.68%0.53%

High TechnologyTelecom

SportRestaurant

Music

2.88%0.78%0.60%0.45%0.18%


Focus on the Top 20 most used apps on the list


Average MAU of top 20 apps

39,000 MAU on average for 1,002,000 fans - it’s a 3.89% engagement ratioThe best performance across analyzed geos

5 sectors dominate the top 20

There is no clear top performer sector

Contests clearly drive a lot of engagement

Sector split CountCPG

E-commerceTelevision

Video Games/SportCinema / Telecom

65321

%30%25%15%20%10%

ContestGame

ServiceCoupon

Quiz

114311

55%20%15%5%5%

Value prop split Count %



Sector split CountRestaurantTelevision

CPGMusic

Video GamesTelecomCinema

E-commerceFashion

Entertainment

3332222111

%15%15%15%10%10%10%10%5%5%5%

GameServiceContest

Free Content

9641

45%30%20%5%


236,000 MAU on average for 21,200,000 fans - it’s a 1.12% engagement ratioA ratio 10x better than UK but 4x worse than France

No sector clearly differentiates

Games and services seem to convert more



Sector split CountMusicSportCPG

EntertainmentRestaurant

54333

%25%20%15%15%15%

ServiceNewsletter

ContestCoupon

Exclusive & Free ContentGameQuiz

7322321

35%15%10%10%15%10%5%


8,000 MAU on average for 7,800,000 fans - it’s a 0.10% engagement ratioThe worst performance across analyzed geos

5 sectors dominate the top 20

There is no clear top performer sector

Service apps drive more engagement


For more details about Neolane Social Media Marketing Solutions

http://bit/ly/neoSMMhttp://twitter.com/Neolane


Apendix


Top 20 most used apps MAU

ApplicationCanal+ Pronostics Ligue 1 - Canal Plus (Television) / Game

My Warner - Warner Bross (Cinema) / Contest

Orange Mix - Orange (Telecom) / Service

Ma pièce montée - Yves Rocher (CPG) / Contest

Danette – Noël - Danette (CPG) / Contest

Mon Crazy Noël (Pixmania / E-Commerce)

Fnacwishlist (FNAC / E-Commerce)

Skyn (Manix / CPG)

le Bwalandrier de noel (Lapins Crétins / Video games)

PARIS Saint-Germain Pronostics ( PSG / Sport)

Les Applications CANAL+ (SAV Emissions / Television)

Crazy Hold-up (Pixmania / E-Commerce)

Quizz (Pix mania / E-Commerce)

Concours Fnac (FNAC / E-commerce)

La hotte du petit marseillais (Le Petit Marseillais / CPG)

Challenge Hyundai ( Olympique Lyonnais / Sport)

Axe (Axe / CPG)

Canal+ Pronostics Top 14 (Canal + / Television)

FIFA join the club (Sony Playstation / Video games)

Vos recettes Tagada (Tagada Haribo / CPG)

MAU220,000

160,000

100,000

40,000

40,000

30,000

30,000

20,000

20,000

20,000

20,000

10,000

10,000

10,000

10,000

10,000

10,000

10,000

9,000

9,000


Application (Brand/Sector)One Direction Newsletter - One direction (Music) / Newsletter

Olympic Games City - London 2012 (Sport) / Game

We will �nd you 2012 - Kit Kat UK (CPG) / Contest

Inspired by wishes UK - Sony UK (High-Tech) / Coupon

Mr Bean Mishme - Mr Bean (Entertainment) / Service

Inspired by wishes UK (Sony UK / High-Tech)

Wanted world ( The wanted / Music)

Universal Music artist mailing list (Pixie Lott / Music)

Arsenal Pro�le Uploader (Arsenal / Sport)

BlackBerry Colours (BlackBerry / Telecom)

FREE Col. Sanders Autobiography (KFC / Restaurant

KIT KAT Cross Your Fingers 2012 (Kit Kat UK/ CPG)

Legendary prizes (Pizza Hut / Restaurant)

Nando's Find Yourself (Nando’s / CPG)

EMI Banners (John lennon / Music)

Queen Backstage (Queen / Music)

Shaun the Sheep Card Creator (Shaun the Sheep / Entertainement)

It Doesn't Count If… (KFC / Restaurant)

Chelsea FC Supporters' Clubs (Chelsea FC / Sport)

Chunky Champion 2013 ( Kit Kat UK / CPG)

MAU30,000

30,000

20,000

10,000

10,000

10,000

6,000

4,000

4,000

3,000

3,000

3,000

2,000

2,000

2,000

1,000

800

600

600

500




Application (Brand/Sector)DD & Sim City Social - Dunkin’ Donuts (Restaurant) / Game

AMC The Walking Dead Social Game - The Walking Dead (Television) / Game

Starbucks Blonde Roast - Starbucks (Restaurant) / Game

My Local Walmart Walmart (Retail) / Service

Owner's hub Samsung USA (Telcom) / Service

Wetopia (Justin Bieber / Music)

Joy Kingdom (The Ellen Degeneres Show / Television)

The listening toom (johnny Cash / Music)

VS Fashion Show (Victoria Secret / Fashion)

KIT KAT Grand Break (Kit Kat /CPG)

Disney Shop (Walt Disney World / Entertainement)

SpongeBob Mood (SpongeBob SquarePants / Television)

Note Maker (Samsung USA / Telecom)

Podcast (Libsyn) (George Lopez / Cinema)

Ken Block Giveaway (Monster Energy / CPG)

Scavenger Hunt (Disney / Cinema)

Elle magazine (ELLE / E-Commerce)

Coca-Cola Ahh Giver (Coca Cola / CPG)

60 Million Minutes (Xbox / Video Games)

Fan of the Week (Dunkin’ Donuts / Restaurant)

MAU2.4 MILLION

1.1 MILLION

280,000

190,000

140,000

130,000

100,000

70,000

50,000

40,000

30,000

30,000

10,000

9,000

9,000

7,000

6,000

5,000

4,000

3,000


Top 20 best app engagement ratio (MAU/fan count)

ApplicationMon Crazy Noël - Pixmania (e-Commerce) / Contest

Orange Mix - Orange (Telecom) / Service

Canal+ Pronostics Ligue 1 - Canal Plus (Television) / Game

Fnac Wishlist - Fnac (e-Commerce) / Wishlist

Crazy Hold-up - Pixmania (e-Commerce) / Contest

Quizz (Pixmania / E-Commerce)

Ma pièce montée (Yves Rocher / CPG)

Concours Fnac (FNAC / E-Commerce)

Danette – Noël (Danette / CPG)

le bwalandrier de noel (Lapins Crétins / Video Games)

La hotte du petit marseillais (Le Petit Marseillais / CPG)

Challenge Hyundai (Olympique Lyonnais / Sport)

Noël pour les nuls (Cdiscount / E-Commerce)

PARIS Saint-Germain Pronostics (PSG / Sport)

Axe (Axe / CPG)

FIFA join the club (Sony Playstation / Video Games)

Vos recettes Tagada (Tagada Haribo / CPG)

Jeu 100% musique (Crunch / CPG)

Canal+ Pronostics Top 14 (Canal + / Television)

Les Applications CANAL+ (Canal + / Television)

MAU/fan25.21%

16.10%

13.65%

12.00%

8.40%

8.13%

6.31%

4.00%

2.67%

2.04%

1.62%

1.39%

1.19%

1.18%

1.00%

1.00%

0.82%

0.80%

0.63%

0.59%



Application (Brand/Sector)DD & Sim City Social - Dunkin’ Donuts (Restaurant) / Game

AMC The Walking Dead Social Game - The Walking Dead (Television) / Game

Joy Kingdom - The Ellen DeGeneres Show (Television) / Game

Starbucks Blonde Roast - Starbucks (Restaurant) / Game

The Listening Toom - Johnny Cash (Music) / Free content

Bad Piggies (Angry Birds / Video Games)

Elle magazine (ELLE / E-Commerce)

Owner's hub (Samsung USA / Telecom)

KIT KAT Grand Break (Kit Kat / CPG)

Wetopia (Justin Bieber / Music)

Disney Shop (Walt Disney World / Entertainement)

VS Fashion Show (Victoria Secret / Fashion)

Podcast (Libsyn) (George Lopez / Cinema)

SpongeBob Mood (SpongeBob SquarePants / Television)

Note Maker (Samsung USA / Telecom)

Ken Block Giveaway (Monster Energy / CPG)

Fan of the Week (Dunkin’ Donuts / Restaurant)

Scavenger Hunt (Disney / Cinema)

Dew Crew (Dale Jr.) (Mountain Dew / CPG)

60 Million Minutes (Xbox / Video Games)

MAU/fan30%

7.86%

1.10%

0.85%

0.78%

0.70%

0.68%

0.64%

0.29%

0.26%

0.25%

0.24%

0.11%

0.08%

0.05%

0.05%

0.04%

0.03%

0.03%

0.02%



Application (Brand/Sector)Grown up beanz - Heinz Beanz UK (CPG) - Sport

Olympic Games City - London 2012 (Sport) / Game

Inspired by wishes UK - Sony UK (High-Tech) / Coupon

BlackBerry Colours - Blackberry (Telecom) /Service

FREE Col. Sanders Autobiography - KFC (Restaurant) / Free Content

One Direction Newsletter (One Direction / Music)

Universal Music artist mailing list (Pixie Lott / Music)

Legendary prizes (Pizza Hut / Restaurant)

Wanted world (The Wanted / Music)

Nando's Find Yourself (Nando’s / CPG)

We will �nd you 2012 (Kit Kat UK / CPG)

It Doesn't Count If… (KFC / Restaurant)

Arsenal Pro�le Uploader (Arsenal / Sport)

Mr Bean Mishme (Mr Bean / Entertainement)

Shaun the Sheep Card Creator (Shaun the Sheep/ Entertainment)

KIT KAT Cross Your Fingers 2012 (Kit Kat UK / CPG)

EMI Banners (John Lennon / Music)

Apple- Ever After (Ben & Jerry / CPG)

Manchester City Pro�le Uploader (Man.City FC / Sport)

Fallen World Bonus (Dragonforce / Music)

MAU/fan5.56%

1.76%

1.44%

0.38%

0.38%

0.25%

0.21%

0.20%

0.19%

0.15%

0.15%

0.08%

0.03%

0.03%

0.03%

0.02%

0.02%

0.01%

0.01%

0.01%