1. FACEBOOK
ISM Group Assignment
Prof: Madhukar Dayal
SEC H GROUP 10

2. A BRIEF Started in Feb, 2004 by Harvard undergrad, Mark Zuckerberg
Social networking site to hare photos, videos etc with friends
Initially for restricted networks of schools, colleges & workplaces
60% logged daily; reached 5.5mn users by 2005 end
Got multiple funding of $0.5mn, $0.1mn, $27.5mn & then had IPO
Used various algorithms to keep users engaged
Came up with new methods for stakeholders to profit
Received flak for privacy issues, but handled it well
Quickly adapted to new technologies of competitors and hence could have a continued stay in the business
Has over a billion users by Feb, 2014 and current valuation of $375bn
Paypal coounder peter thiel, accel partners, greylock partners, Meitech capital,

3. FACEBOOK’S STAKEHOLDERS
User base
App developers
Website owners that partnered
Advertisers
Investors
Employees
Stock Shareholders
Government and regulatory authorities
Society

4. THE BUSINESS MODEL
Has a user-driven platform that makes money if people spend more time on it
85% revenue for advertising sales (Display Ads & FB Pages Ads)
15% share/commission on virtual goods’ sale
Facebook takes up to 30% cut from such transactions
Self-serve ads, Sponsored things & promoted pages
Commission from subscription fees of apps
Data driven marketing – Facebook Exchange (240% more clicks)
Custom audiences i.e. Matching FB contacts with advertisers’
Social Ads to target friends of fans of that page
Used mobiles for App install ads, mobile sponsored stories & mobile page post ads

5. HOW FB BECAME POPULAR
Introduced features like messaging, groups, events, discussion boards, video sharing, and mobile access
Enhanced privacy controls (50 settings and 170 privacy options)
Understood consumer need and adapted time to time
Saw competitors and integrated their best practices
FB also became popular among the advertisers & app developers
Facebook kept on integrating innovative technologies like
Facebook Ads
Social gaming
Facebook Exchange
Facebook for websites
Open graph etc.

6. FACEBOOK FOR WEB & APPS
It launched “Facebook for Websites”, similar to Facebook Platform
Could integrate features of the existing platform to third-party websites
Facebook for websites worked in the following way:-
Helped visit third-party sites by FB A/c, helped sites know of the users
User could interact with FB friends in third-party website’s context
These sites could send about user’s activities on the it FB friends
FB provided third-party websites with user’s friends’ FB ID & numbers
FB followed a stringent policy of protecting user’s privacy
Third-party websites were expected to adhere to it

7. ADOPTION OF MOBILE APPS
Open graph helped many apps increase the traffic rapidly. Eg. Flixster
FB partnered with Apple, made it easier for users to discover & share apps
This new initiative allowed users to log in to their accounts once and then be able to seamlessly sign-in to third party mobile apps
This initiative also helped to share content from Apple’s core apps like Maps, Safari, and Photos.
In 2014, FB released an app called Paper which combined both social and news reader features.
FB released an App center with a collection of 600 websites

8. OPEN GRAPH
Launched in 2009, it allowed the developers to incorporate FB’ s activity stream of user’s updates, photos, links and comments inside third party apps and websites.
By 2012, FB further extended its API which included other actions on third-party apps
It automatically shared user experiences with the friends when a user engaged with a website
1 billion stories were shared from Open Graph apps every day
“Spotify” used open graph to reach 15 million users quickly

9. GRAPH SEARCH Introduced in 2013
Helped the users to discover people, photos, places & interests on FB
The search results were scrollable on a single page
They were prioritised based on the amount of likes and comments
It could be used to find recommended products and services, identify local businesses, and recruit new employees
It was suitable for precise requests
If it couldn’t find the search, FB used Bing by Microsoft

10. THINGS TAKEN FROM COMPETITORS
One of the biggest competitors of Facebook was Twitter
Twitter had grown to 6 million users by march 2009
Facebook launched a major redesign with features similar to those offered by Twitter
Major redesign features included:-
Highlights sidebar
Follow
Facebook publisher & real time updating
Tagging feature
Trending feature
Use of Hash Tag symbols
Sharing updates with Everyone

11. ROLE TOWARDS COMMUNITY
Positives
Posts, Comments, Likes and Shares help improve relationship.
In a short time, people may get updates of all their friends and family.
It helps socialize and make new friends
Video calling is a way for oral and visual communication
Provides recognition to some people in the community
Users can discuss various topics (like social and political events), get wide range of opinions and in the flow get connected to each other.

12. ROLE TOWARDS COMMUNITY
Negatives
Wrong posts/joke about another person may hamper relationship.
In the craze of likes, comments, shares, people camouflage themselves.
Non-verbal communication.
Digital living may occur.

13. KRISHNA SURENDRASINH GOHIL
THANK YOU
GROUP 10
ISHAAN AJAY
2013IPM044
KRISHNA SURENDRASINH GOHIL
2016PGP178
LADE VIVEK SATYAWAN
2016PGP187
MADHUR SAWHNEY
2016PGP199
PALARAPU PAVAN KUMAR
2016PGP252
PRASHANT PATWA
2016PGP280
SANJANA SEN
2016PGP335
SHRUTI SHARMA
2016PGP367