SocialDemand Generation ProgramCreating a Metrics-Driven

Rand Schulman + Pelin Thorogood

Schulman+Thorogood Group

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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!

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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

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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