explido - Budapest Affiliate Conference 2010

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



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



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%



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



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?



The journey begins



The journey w/in search



The journey w/in a publisher



and many other different sites



and then you got here first a lead and hopefully later on as a sale



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



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



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



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



but how does it look like w/in Skillgames?

Distribu?on of Number of Touchpoints

1 Touchpoint2 Touchpoints3 Touchpoints4 + Touchpoints



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



Which commission attribution model is right?Last cookie wins

First cookie winsWeighed model



Standard model (Last Cookie Wins)

Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4100 % 0 % 100 % 0 % 0 % 100 % 0 % 0 % 0 % 100 %



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 %



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%



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)



The Way forward

Monetising Social Media?



The Way forward

Information Distribution- & Communication Networking Community & Mobile Wave Wave Wave Wave

Source: google



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



... ;o)



Who is using Social Media?



Build your own community w/in Social Networks e.g.: how_to_play_cards



Monitor, find and involve „fans“ w/in Social Networks e.g.: „how to play cards“



The Way forward



Understanding the Social Network Sites 1/2



Understanding the Social Network Sites 2/2



Playing w/ CTA

+127%

+85%



Playing w/ Landingpages w/in SM Elements

+15%

+39%

+29%

+124%



Playing w/ Landingpages w/in SM Elements

+20%

+48%

+13%

+80%



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)



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: # [email protected]

explido - Budapest Affiliate Conference 2010

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