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Facebook应用开发者如何获取用户和收益?

发布时间:2011-05-26 11:34:08 Tags:,,,

作者:Andrew Chen

Inside Facebook博客曾发布了一篇名为“我有25万名用户,但是那又怎样呢?”的帖子,其作者提到了一个在Facebook上拥有40万名用户的小部件开发者却不懂得如何以此谋利的例子。对于一个标准的网站来说,40万用户确实是个了不起的数目。有许多网站筹得大笔风险资金的网站,其用户流量也基本上属于这个层次。

事实上,如果这个开发者推出的是一个定位准确的目标网站,他就可以加入AdSense,并获得30美分至1美元的CPM,也就是每个月都有可观的资金进帐。但是问题就在于,这个开发者推出的并非标准网站,他没有足够的空间可安置广告内容,其狭小的页面根本腾不出什么广告位置。

那么,Facebook应用开发者究竟有何盈利出路?获取一个Facebook用户需支付多少成本?

facebook-apps(from digitaltrends.com)

facebook-apps(from digitaltrends.com)

广告赞助是不是理想选择?

在以上案例中,该开发者存在的问题显而易见:面对空间如此有限的Facebook页面,你基本上是无计可施。

首先,品牌广告(其CPM价格较高)基本上并不算是一个良好的选择。为什么呢?

·寻找品牌广告代理商不仅需要依靠关系,还将耗费大量时间和金钱。

·品牌广告商不可能购买一块这么狭小的特定广告展示位。

·小部件并不适合植入大型且有趣的广告内容。

虽然如此,但也并不是说品牌广告完全不可行,比如“Expedia(游戏邦注:为全球最大的在线旅游公司)的赞助广告”就是一个例外,但真正能达到这种水准的广告并不多。

以下是一些直接回应选项

吸引用户点击不是件易事:

·Facebook是个访问高频率/用户粘性高的网站,但其相关页面点击率却很低(不足0.1%)。

·Facebook用户通常没有明确的“意图”,就好像查看地图并不代表你准备旅行。

·促使用户消费的方法就是让他们离开网页而在现实中消费,但Facebook显然并不能提供这种类型的服务。

所以,即使一个网站拥有较大的综合浏览量,它的CPM投入也会高得可怕。但是我认为高访问量总比无人过问的情况好。

小部件广告如何才能吸引更多用户?

我的猜想是,广告主应该利用一个较大的直接回应广告网络,借此产生一个可嵌入小部件、极小的广告单元。也许谷歌应该从这些小部件中找到商机,使用最简单的广告(只包含文本),并通过集合足够的流量而使这些广告变得有趣。

另外一种广告方法可以说是一种更深层次的整合,即与其他小部件联手共同进行推广。举个例子来说,假设苹果推出了自己的一个小部件,并与一个名为Mr. Travel Widget的部件合作,当用户安装后者的同时,也会收到苹果小部件的安装请求,我认为这是一个非常有趣的推广模式。(本文为游戏邦/gamerboom.com编译,如需转载请联系:游戏邦

How much is a Facebook user worth, anyway?

By Andrew Chen

I recently found a great blog called Inside Facebook – the two founders, Jon and Justin, are really nice guys too. I definitely recommend you check out the blog.

Anyway, they recently had a great post called “I have 250,000 users, now what?” The blog is about a widget maker who’s gotten 400k users on Facebook, and who doesn’t know how to make money off of it. For a standard internet site, 400k is a GREAT number. There have been many internet sites that have had VC investments for quite a high valuation (over $10MM) with that sort of metric.

In fact, if he had a normal destination site, he could put on AdSense and pretty much guarantee himself a CPM of something like 30 cents to a dollar per thousand pageviews, which would probably look something like a couple thousand bucks a month, probably. Problem is, he doesn’t have an standard website where he can slot ad units – instead, he has something a couple inches by a couple inches, where it’s difficult to place ads.

So question is, how do you make money off Facebook apps? How much is a Facebook user worth, anyway?

Is brand advertising an option? Here’s the challenges
But in the case of Craig Ulliot, he has a distinct problem: How do you monetize a very small piece of real estate on the Facebook profile?

First off, brand advertising (selling at a high CPM) is basically not an option. Why?

Selling to brand agencies requires relationships, time, and money

Brand advertisers are unlikely to buy such a small piece of real estate

It’s hard to fit a big, interesting ad on the widget

This is not to say it can’t be done – I can imagine a “Sponsored by Expedia” there, but it’s take some real effort to get to something like that.

Here are the direct response options

Then on the direct response side, getting people to click and convert is hard:

Facebook is a high-frequency/sticky site that has very low clickthrough rates (<<0.1%)

Facebook doesn’t capture “intent” – viewing a map doesn’t mean you’re ready to travel

The best way to get people to buy is to move them OFF the site to convert, and Facebook doesn’t like that

So even in the case where you get a lot of pageviews, the aggregate CPMs will be terrible. But I suppose it’s better than nothing.

What does widget advertising really need to take off?

My guess is that someone has to move forward with a large direct response ad network that can deliver relevant ads in a very very small ad unit that is easily embedded into the widgets. Google should follow on all the widget hype by having a simple ad that lacks anything but the bare essentials on text, and then aggregate enough traffic to make it interesting.

Another option would be for some sort of deeper integration to happen as hooks to another widget. For example, I could imagine a company (let’s say Apple) creating their own widget. If you as Mr. Travel Widget, when installed, would try to convince the user to also install an Apple widget, I think that’d be an interesting model. Basically tag-along widgets which advertisers pay some amount for every user that is brought along.(source:typepad


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