Leveraging  Social  for  Mobile  User  Acquisi6on  Jo  Wightman  

• What’s  the  landscape  for  App  marke6ng?  

• App  marke6ng  on  TwiCer  

• App  marke6ng  on  Facebook  

• What  it  is  and  how  it  works  

• Performance  6ps  

• Examples  

What  we’ll  cover  

App  Marke6ng  Ecosystem  

Non-­‐Incent  Networks  &  Aggregators   Social  

Publisher  Direct  

RTB  Exchanges    

Incen6vized  

Social  is  one  component  of  a  balanced  approach,  not  a  standalone  strategy  

Twi%er  

§ Sponsored  tweets  

§ Celebrity  tweets  

Facebook    

§ Ad  type  specific  to  apps  

§ Powerful  targe6ng  op6ons  

Main  social  venues  for  mobile  app  marke6ng  

Fiksu  Experience  

Nearly  15  million    Facebook  Installs  

77  Countries  Facebook  Campaigns  

Sustain,  Burst,  Loyal  User  Strategies  for  Social  Marke6ng  for  Games  

•  184  million  mobile  MAU  (Q4  2013)  

• Developing  a  mobile  app  marke6ng  unit    

•  Two  main  op6ons  today:  

•  Sponsored  tweets  

•  Celebrity  tweets  

• Measured  via  3rd  party  digital  fingerprin6ng    

TwiCer  

Why  Market  your  game  with  Facebook?  

Reach!    

Data  sources:  eMarketer,  Facebook;  Fiksu  es6mate  of  overlap  between  tablets  and  Smartphones  

51%  49%  

WW  Smartphone  and  Tablet  Users  

Other Users Facebook Mobile Users

63%  of  UK  Smartphone  users  are  on  Facebook  

Precise  Audiences  &  Insight  

Demographic  

Educa6on  

Rela6onships  

Keywords  &  Interests  

Countries,  Regions,  Ci6es,  Zip,  Radius  Locales,  Gender,  Age  

Educa6on  Status,  College  Networks,  College  Majors  Work  Networks,  College  Years  

   Rela6onship  status  Interested  in  

Broad  interests  Keywords  

Device     OS  Version,  User  Device  (brand)  Wireless  Carrier  

Custom  Audiences  “Lookalikes”  

Phone,  Email,  Iden6fiers    

Direct  Call  to  Ac6on    Play  Game    Requires  deep  links      Can  be  combined    with  custom    audience  targe6ng  

Reengagement  

Results  –  Facebook  vs.  Other  Sources  (Games)  

Cost  per  Click     9x  higher  

Conversion  rate   12x    higher  

Cost/  Purch  User   15%+  lower  

Purchase  Rate   1.2x  higher  

How  it  works  

Highly  Effec6ve  Ad  Unit  for  Apps  

Link  directly  to  the  App  Stores!    

Power  Editor  Environment  to  manage  ads  

• Create  campaigns  and  ads  

• Upload  banners  and  text  

• Set  targe6ng  criteria  

• Place  bids  

• See  results  

Nope  

Acceptable  and  unacceptable  ads  

Nope   OK!  

Con6nually  test  images  and  message!  Impact  CPI  by  up  to  39%  

Set  targe6ng  op6ons  

    <$0.50  -­‐  $4.50  

CPI  Range  

Over  25,000  Installs  in  one  day  

$1-­‐$2  Typical  CPI  

Sample  ranges  

Performance  Tips  

• Targe6ng  and  bidding  • Get  crea6ve  with  interests  • Granular  targe6ng  • Test,  test  test!  

Performance  Tips  

Driving  Results  

Targe9ng  

• Keywords  –  broad  as  possible  while    s6ll  relevant  

• Use  customer  demographics,  personas,  and  Prizm  code  research  

• Friends,  friends  of  friends  

• Use  Custom  Audiences  

Bidding    

• “Op6mized  CPM”  -­‐  pulls  more  volume    at  lower  price  

•   Requires  aCribu6on  integra6on  

• CPA  another  op6on  

• Requires  learning  to  u6lize  

Con6nually  refine  bid  rates  and  targe6ng  

Get  crea6ve  with  interests  

Explore  related  interests    for  correla6ons  

Facebook  –  basic  tools  

Granular  Targe6ng  for  Best  Performance  

Good  news:  almost  infinite    set  of  combina6ons  

Bad  news:  almost  infinite    set  of  combina6ons  

Fiksu  Advanced  Op6miza6on  for  Facebook    

Intelligent  bidding  to  maximize  LTV    

Programma6cally  test    micro-­‐campaigns  

Allocate  budgets  Build  new  audiences  

Con6nuous  Op6miza6on  

Benefits  Granular  RT  Op6miza6on  

Before  $0.95  

Aver  $0.74  

       

22%  reduc6on  in  CPI!    

Automa6on  &  algorithms  bring  predictability      

• Facebook  is  con6nually  evolving  its  solu6on  • Campaign  satura6on  a  real  issue  –  be  nimble  

• Costs  can  and  do  fluctuate  • Con6nuous  tes6ng  to  ensure  best  performance  

A  marketer’s  work  is  never  done….  

Goal:  Boost  worldwide  revenue  &  volume  

Strategy:  Non-­‐incent  sources  (13  networks)    

Results:  Approx.  300k  conversions  over  6  weeks,  23  countries  

Facebook:  Tested  thousands  of  micro-­‐campaigns:  demographics,  interests,  and  lookalike  audiences.  Honed  down  to  720  top  campaigns.  

Results:    

 

Case  Study:  Top  50  Games  App  (Card  BaCler)  

CPI  $1.61  

ARPU  Highest–  40%  more  than  

next    alterna6ve  

Purchasers  50%  of  total    

User  quality    Mone6za6on  metrics  matched  organics  

Goal:  Acquire  over  300k  high  quality  users,  19  countries,  one  week  

Strategy:  24  networks  u6lized,  all  non-­‐incent  

Facebook:  850  discrete  campaigns  run  u6lizing,  Interest  targe6ng,  custom  audiences  and  other  techniques.    Facebook  drove  largest  number  of  downloads  -­‐  37%  of  total  

Results:    

Case  Study  –  Volume  Push–  Puzzle  Game  

Volume  141%  of  goal  

Conversion  Rate  25%  average  to  37%  

Cost  per  Install  $1.94  to  $0.77  

Rank-­‐Select  markets  Top  5  and  10  

•  Sustain/Loyal  Users,  burst  campaigns  

• Great  reach  

•  Insight  &  performance  via  audience  segmenta6on  

• Not  a  “set  and  forget”  playorm!    

•  Con6nuous  tes6ng  

• Use  automa6on  and  algorithmic  op6miza6on  for  best  results  

Facebook  –  great  channel  for  games  

Want  to  talk?  

jo@fiksu.com  

www.fiksu.com  

         @fiksu  

Thank  You!    

Learn  more:  www.fiksu.com/ebooks