SocialDemand Generation ProgramCreating a Metrics-Driven
Rand Schulman + Pelin Thorogood
Schulman+Thorogood Group
2
2011 U.S. Ad Spending vs. Consumer Time Spent by Media
TV Print Web Radio Mobile
43%
29%
16%
11%
1%
40%
6%
22%
9%
23% Ad Spend per MediaTime Spent per Media
Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
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The Gold Rush
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www.viralheat.com
Listen Before Engage
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THINK DIFFERENT.ly
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Based on their browser history,these kids won’t see ads for colleges
6 Source: www.atlantic.com
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…but these kids will!
7
88
APPS SAPPS MAPPS
Shattering the website-centricengagement paradigm
And the new world of…
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www.SocialUPs.com
Turbocharging Engagement
1010
“We’re an analytics company masquerading as a games company.”
Ken Rudin Vice President, Analytics & Platform Services
Source: WSJ
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The Engagement Imperative
12
www.kontagent.com
183% Increase in ARPU in less than Two Months
How effective are my ads in reach?
What is the quality of users from different countries?
What is my campaign performance by partner and country tier?
How are my users performing post install?
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Optimizing for Viral Adoption and Revenue Conversion…
Targeting based on cohort analysis and segmentation
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…and LTV!
5x increase in retention
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Speed A/B Testing
Dramatic increase in valuable users into the game ecosystem via large scale A/B Testing of ads
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Now on to a Multi-Channel Social Chapter
User: Motor Cycle Superstore
Objective: Promote a Black Friday/Cyber Monday sale using Facebook ads to drive online purchases
Challenge: Cross domain tracking
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Targeted at Fans
Segmented by top selling geographies, gender, and age ranges
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Apps are ideal landing pages for Facebook ads
www.webtrends.com
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Avg Order Value1. Email $129.942. Social $127.093. Search $124.374. None/Organic $111.745. Affiliate $109.616. Display $104.307. Sponsorships $08. Contest $0
Return on ad spend$3.58 sold for every $1 on media
Facebook Ad Facebook App Website
Iframe tabs can’t see the campaign IDs in the referring link from an ad or a post. Webtrends adapted their tag to enable attribution.
To track the visitor through to another property, such as a website, you need a solution that supports cross-domain tracking.
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Cost per engagement
The viral factor
Lifetime value of engagement
The ROI of SAPPS and MAPPS
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Getting Started
The cost to start a social app is low
Any company can get something up and running!
Cost Time
In-House $68,000 30 Days
Agency $92,000 14 Days
Vendor/Pre-Fab $44,000 8 Days
www.involver.com www.buddymedia.com
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The Future is Here
Convergence of content and advertising
Personalization of SAPPs and MAPPs based on social and interest graphs
AI-enabled dynamic engagement
…delivered to personal relevance bubbles!
Thank you
www.schulmanthorogood.com
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