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2014 iMedia Agency Summit “How Shutterfly Leverages Social Data” Presented by Chris Cunningham, Co-Founder & CEO appssavvy Denise Leone, Direct of Online Marketing & Affiliates, Shutterfly

"How Shutterfly Leverages Social Data"

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Page 1: "How Shutterfly Leverages Social Data"

2014 iMedia Agency Summit

“How Shutterfly Leverages Social Data”

Presented by

Chris Cunningham, Co-Founder & CEO appssavvy

Denise Leone, Direct of Online Marketing & Affiliates, Shutterfly

Page 2: "How Shutterfly Leverages Social Data"

How to best leverage social data:

Capture social

activities performed

across desktop and

mobile

1 Analyze social

activities that drive

brand performance

2 Optimize and target

creatives towards best

performing activities

3

Big opportunity for brands to leverage social data to

grow their customers and businesses

Page 3: "How Shutterfly Leverages Social Data"

Problem & Opportunity

Page 4: "How Shutterfly Leverages Social Data"

User plays game Ad delivered

without context and

activity not captured

The Problem User performs activity and receives an

ad, without any context relating the ad

back to the native user experience.

Page 5: "How Shutterfly Leverages Social Data"

User plays game Ad delivered

WITH context Full-screen

ad remains and social

activity is captured

Industry Opportunity • Identify the ‘natural breaks’

• Create context to the ad experience

• Capture and leverage social activities

Page 6: "How Shutterfly Leverages Social Data"

Social Data Today

Page 7: "How Shutterfly Leverages Social Data"

tweeting sharing checking in

gaming listening pinning

• More social activities being performed

than ever before

• Huge opportunity for marketers to

understand what social activities their

consumers are performing

Helping Brands Navigate

Today’s Social World

Page 8: "How Shutterfly Leverages Social Data"

Proven Success

Page 9: "How Shutterfly Leverages Social Data"

context points increase lift

5.74%

CONTROL GROUP

Ad served without context.

9,375 impressions

533 clicks

CTR

TEST GROUP Ad served with context.

9,266 impressions

971 clicks

10.48% CTR

2X

Page 10: "How Shutterfly Leverages Social Data"

Shutterfly iPad Photo

Story App Campaign

App allows users to easily share their

photobooks digitally with friends with added

voice recording functionality, as well as to order

hardcopy

Business Challenge

Well-known brand, launching its first-ever

iPad app campaign

Campaign Goal

Drive app awareness among Moms, and

ultimately installs & orders

Page 11: "How Shutterfly Leverages Social Data"

Why appssavvy for Shutterfly:

• Has a high composition of Shutterfly’s Mom audience,

that over-index for social, mobile, and gaming

verticals

• Unique media units with non-intrusive format

Campaign Overview:

• appssavvy’s units that are served between natural

breaks in user’s online social and gaming activities,

based upon user initiation

• 100% iOS tablet inventory

• Exclusive, high-impact custom creative units provided

an engaging user experience with 100% SOV full-

page unit, and ability to showcase video creative

Using appssavvy to

Help Drive Awareness

Page 12: "How Shutterfly Leverages Social Data"

Shutterfly Campaign

Drive awareness of Shutterfly's Photo Story

app while increasing app installs, easily

allowing users to share their Photo Stories

digitally with friends.

16.4% tablet CTR

318 installs

Page 13: "How Shutterfly Leverages Social Data"

TOP-PERFORMING ACTIVITES

Consuming 156 index

User’s chose to engage with Shutterfly after they had

just consumed something (watching video, browsing

photo album, listening to music station, etc.)

Sharing 138 index

User’s also engaged after they had just shared

content (post status update, share articles, send

photos/videos, etc.)

Page 14: "How Shutterfly Leverages Social Data"

Performance

Highlights In the campaign’s four-week flight, it drove

• 318 installs

• 234 total engagements*

• 34% engagement rate

• 188 logins

• 26 created projects

• 20 orders

*defined as ad click, login, create project, update, install

Page 15: "How Shutterfly Leverages Social Data"

Demo Target

A18-24

Contextual Target

***Activity Target towards

creating and consuming profiles

Our advanced targeting solutions

helped Shutterfly reach the most

qualified & engaged audiences.

3 layer advanced targeting for future campaigns

150+ apps

130MM reach

Page 16: "How Shutterfly Leverages Social Data"