Post on 07-Dec-2014
description
Customer Journey within Gaming
-‐ are you really ready for users out of Social Media?
by Dominik Johnson from explido WebMarkeAng
CONFERENCE THOUGHT LEADER
ADVANCED AFFILIATE MARKETING – ROOM 1
Agenda
• About explido, tipp24games and affilinet• Background Customer Journey
• Tipp24Games Case• Set-up• Findings• Outlook
• The way forward - Monitising Social Media?• Q&A
CONFERENCE THOUGHT LEADER
ADVANCED AFFILIATE MARKETING – ROOM 1
About us
OfficesAugsburg, Hamburg
Employes85/110
Customers122
Find us on twitter@explido
Find us on facebookfacebook.com/explido
explido WebMarketing … your agency for integrated Performance-Marketing
CONFERENCE THOUGHT LEADER
ADVANCED AFFILIATE MARKETING – ROOM 1
About Tipp24Games
OfficeHamburg
on twitter@tipp24games
on facebookfacebook.com/tipp24games
Tipp24 Entertainment Online Skillgames
Casual-based SkillgamesUsers play against each otherStake between 50 ct. & 10 € Winner 80%, Tipp24Games 20%
CONFERENCE THOUGHT LEADER
ADVANCED AFFILIATE MARKETING – ROOM 1
About affilinet
OfficeMunich
on twitter@affilinet_de
on facebookfacebook.com/affilinet
affilinet No. 1 in Performance Marketing in Germany
1.600 programs and 450.00 publishersMajor European player
campaign management for sales, leads and clicks
innovative developer portal
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Background Customer Journey
Which Cookie wins?
Is last cookie still state-of-the-art?
How does the journey look like?
Do I win or do I lose?
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The journey begins
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The journey w/in search
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The journey w/in a publisher
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and many other different sites
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and then you got here first a lead and hopefully later on as a sale
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ADVANCED AFFILIATE MARKETING – ROOM 1
What happened?!? Customer Journey necessary for Affiliates?!?
SMM
?
Awareness
? ?
?
?
?
?
?
??
?
?
Relevant Set
Favourability Consideration Intent to Purchase Conversion
BrandingInformation / Remarketing
Sales
Con
tact
Inte
nsity
SEA
SEA
SEASMM
SMM
SMM
SEADisplay
Display
SEO SEO
PPP
AM
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ADVANCED AFFILIATE MARKETING – ROOM 1
How a Customer Journey can look like
Awareness
Relevant Set
Favourability Consideration Intent to Purchase Conversion
SEA-‐Brand
Display 10 MoAv a
Display-‐ generisch
SEA-‐generisch
facebook Brandpage
facebook Kamp.
Billiger.de
SEA-‐Brand
SEA-‐BrandSEA-‐Produkt
SEA-‐generisch SEA-‐Brand
Affiliate
AffiliateAffiliate
Billiger.de
21,2%
11,6%
5,2%
2,7%
1,6%
0,8%
0,7%
24.123
12.242
5.242
1d
1h2h2d
4d
2h
2h
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ADVANCED AFFILIATE MARKETING – ROOM 1
but how does it look like w/in Skillgames?
Customer journey lengthy, difficult to analyse
SEM only „enabler“ of transaction, stands at the end of the chain
Display will profit from a journey analysis
Affiliate marketing positioned towards the end of the journey
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ADVANCED AFFILIATE MARKETING – ROOM 1
Channels which had been tracked so far and technical requirements
Collecting all clicks and banner views using a cookie management tool
Possibility of measuring all differenttouchpoints
SEM: campaign structured in ‚brandʻ and‚non-brandʻ keywords
ActionAllocator decides at the point of sale which tracking pixels should be activated
SEMNon Brand Search
Affiliate Postview
Display View
SEMBrand Search
Affiliate Click
Display Click
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but how does it look like w/in Skillgames?
Distribu?on of Number of Touchpoints
1 Touchpoint2 Touchpoints3 Touchpoints4 + Touchpoints
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ADVANCED AFFILIATE MARKETING – ROOM 1
Top 10 combination models of touchpoints
SEM
Banner Click -> Banner View -> Banner View
SEM -> SEM
Banner Click
Affiliate Click
Banner Click -> Banner View
SEM -> SEM -> SEM
Affiliate Click -> Affiliate Click
SEM -> SEM -> SEM -> SEM
Banner Click -> Banner Click
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Which commission attribution model is right?Last cookie wins
First cookie winsWeighed model
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Standard model (Last Cookie Wins)
Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4100 % 0 % 100 % 0 % 0 % 100 % 0 % 0 % 0 % 100 %
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First Cookie Wins
+ 25.660,00% + 29,49%
- 7,04%
- 15,49%- 96,30%
- 41,05%
Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4100 % 100 % 0 % 100 % 0 % 0 % 100 % 0 % 0 % 0 %
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Every Cookie Wins (somehow)
Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4
100 %
50 % 50 %
40 % 20 % 40 %
35 % 15 % 15 % 35 %
+ 12.577,00% + 13,47%
- 4,32%
- 7,82%- 38,22%
- 19,69%
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ADVANCED AFFILIATE MARKETING – ROOM 1
Findings and Outlook
- The journey consists of only 4 touchpoints- Display and Brand Search have an impact on sales and leads- Postview impact is still too low, but could have the same impact as Display View- Affiliate Marketing is heavily transaction focused and will lose if commission attribution is changed
• Include the SEO traffic into the game• Analyse timestamps, i.e. regular lengths of the journey and timings during the day• Increase Postview Affiliate Marketing• Play with differing commission models for affiliates (also based on business models)
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The Way forward
Monetising Social Media?
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The Way forward
Information Distribution- & Communication Networking Community & Mobile Wave Wave Wave Wave
Source: google
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The Way forward
- Keep in mind, that the Customer Journey is very short w/in Skillgames- Compare the value of „SEO“ Links vs. Links coming from Social Media
- Beware of the power of Social Networks...
Source: google
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... ;o)
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Who is using Social Media?
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Build your own community w/in Social Networks e.g.: how_to_play_cards
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Monitor, find and involve „fans“ w/in Social Networks e.g.: „how to play cards“
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The Way forward
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The Way forward
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The Way forward
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Understanding the Social Network Sites 1/2
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Understanding the Social Network Sites 2/2
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Playing w/ CTA
+127%
+85%
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Playing w/ Landingpages w/in SM Elements
+15%
+39%
+29%
+124%
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Playing w/ Landingpages w/in SM Elements
+20%
+48%
+13%
+80%
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ADVANCED AFFILIATE MARKETING – ROOM 1
Chances and Risks...
- Social Media Marketing is free...- Content is King but the idea w/in is the Queen of beauty!- If youʻre using facebook to generate leads and sales get to know the value of CTA w/in it!- Compare the value of your SEO links to the effort w/in Social Media- W/in the Gaming the video content could be the right choice even there are a lot of it already...- Challenge for q4/2k10 or 2k11 is to monitor social media w/in the customer journey
and donʻt forget:- Beware of the power of Social Networks... ;o)
CONFERENCE THOUGHT LEADER
ADVANCED AFFILIATE MARKETING – ROOM 1
Q&A and Thank you for your attention...
Dominik JohnsonSenior Consultantexplido WebMarketing
@dominik_johnsonfacebook.com/dominik.johnsonde.linkedin.com/in/dominikjohnsonxing.com/profile/Dominik_Johnsonetc. etc. etc.
Phone: #+49 821 / 21 77 95 - 631E-Mail: # dominik.johnson@explido.de