Social App Marke.ng A Look into Facebook and Twi8er
Glenn Kiladis VP, New Market & Media Solu.ons Games Evangelist Casual Connect– July 22, 2014
800 CLIENTS 2300 APPS
40 of 50 2013 TOP GROSSING APPS
World’s leading mobile app marketing platform
About Fiksu
Over 2.7 Billion DOWNLOADS GENERATED Boston
Northampton San Francisco London
Helsinki Singapore Tokyo Seoul
App Marke.ng Ecosystem Tradi.onal/Display Social
Video
RTB Exchanges Rewards
… and many more
Social is one key component of a balanced approach.
Why Facebook?
Reach
Volume
Long Term Value
Over 1B mobile users (51% of all smartphone/tablet users)
With the right tools and tac.cs, you can generate unprecedented volumes of high quality users
Highly granular targe.ng tools let you reach users with unique characteris.cs and interests
Highly Effec.ve Ad Unit for Apps
• Introduced August 2012 • Dedicated ad unit for apps • Links directly to the App Store • Appears in mobile newsfeed
Precise Audiences & Insight Demographic
Educa.on
Rela.onships
Keywords & Interests
Countries, Regions, Ci.es, Zip, Radius Locales, Gender, Age
Educa.on Status, College Networks, College Majors Work Networks, College Years
Rela.onship status Interested in
Broad interests Keywords
Device OS Version, User Device (brand) Wireless Carrier
Custom Audiences “Lookalikes” Phone, Email, Iden.fiers
Interests, Custom Audiences, Lookalikes
Explore related interests for correla.ons
Custom & lookalikes: seen up to 60% improvement
Fiksu tools help expand audiences as much as 10x
How Facebook Stacks Up vs. Other Sources
Facebook is not the cheapest source. However, it is clearly the most producAve non-‐incent source for generaAng ROI.
• Revive lapsed users • Drive behavior • Deep link direct to ac.on point in app
• Frac.on of the cost of new acquisi.on
Retarge.ng and Re-‐engagement
Case Study: Driving Volume and ROI AcAon SimulaAon Game Goal • Drive player volume at low cost per loyal user and generate ROI-‐posi.ve downloads
Tac.cs • Segmented based on engagement metrics of heavy users
• Developed high-‐quality lookalike audiences • Implemented interest targe.ng • Op.mized on crea.ve, interests, lookalike audiences and LTV
Results
Cost per install
Cost per loyal/returning user
Average revenue per user
$0.78, as low as $0.65 for select segments
$1.43, as low as $1.02 for select segments
Return on adver.sing spend
Over 60%
$1.72
Goal • Drive steady stream of new players at low
CPIs in mul.ple countries over an extended period of .me.
Tac.cs • Applied Fiksu interest correla.on tools • Tested series of lookalike audiences • Segmented audience based on combina.on
of demographics and interests • Managed budge.ng and targe.ng to
op.mize for low CPIs
Results
Conversions
Conversions per day
Conversion rate
Over 500,000
Average of 4,000 per day, peaking at 11,000
Cost per install $0.76; as low as $0.49 in a key US segment
40-‐55%
CPMs fluctuated by as much as 300%. Despite this, CPI was held within desired range.
Case Study: Driving Sustained User Growth Sports SimulaAon Game
Reach • Nearly 200M monthly ac.ve mobile users
New mobile app promo.on (MAP) product suite • Twi8er Card shows in .meline or search • Links to App Store (or if app already installed, opens in app)
Unique targe.ng
Why Twi8er?
AMer strong results in beta, TwiOer’s mobile app promoAon product suite was officially announced just a few weeks ago.
Unique Targe.ng
Followers Leverage brand
advocacy
Look-‐a-‐Likes Find users similar to
your followers
Interests Resonate w/ users
through their interests
Keywords Target users twee.ng specific words/terms
Search Target users searching specific keywords
Loca.on Narrow by country, state, city or zip
Mobile Reach users by device/plaqorm
Gender Increase relevance
with gender targe.ng
Tailored Target specific sets of
users
TV Reach users talking about TV shows
Direct to specific page in app • Re-‐engagement • Promo.ons • Branding
Engage Users with Deep Linking Robot Wars @robotwars 5m Exciting new levels in Robot Wars
Robot Wars 4.3/5.0 stars - 1,546 ratings INSTALL!
Great Outdoor Gear@GrtOutdoorGear 5m Check out our summer promo for "outdoor gear
Great Outdoor Gear 4.8/5.0 stars – 3,841 ratings INSTALL!
Twi8er CPI vs. Other Sources
*Overall Fiksu client spend month to date
Remember, while a valuable metric, a low CPI doesn’t necessarily tell the whole story.
Case Study: Twi8er Delivers on Key Loyalty Metrics Major QSR Chain
For one major QSR chain, TwiOer has emerged as the cheapest source when looking at the cost of several key loyalty metrics across mulAple networks.
*Results from Beta period
Programma.cally Op.mizing in Real Time
Before $0.95 Arer $0.74
Fiksu turned on programma.c buying and op.miza.on resulted in a more than 20% drop in effec2ve CPI
Fiksu for Facebook Fiksu is one of only a handful of Facebook partners with both access to data and access to buy media: • Ads API Partner with Mobile Measurement access -‐ Measure ROI from Facebook spend down to the ad click level
• Programma.c media buying & op.miza.on tools -‐ Make be8er use of Facebook’s targe.ng capabili.es -‐ Drive be8er ROI (CPI, CPLoyal, etc) -‐ Dynamically create huge numbers of campaigns for microtarge.ng
• Support Mobile Installs & Re-‐engagement
Fiksu for Twi8er’s broad integra.on, expansive reach, and global support means app adver.sers benefit from the full suite of Twi8er’s Mobile App Promo.on products: • Ads API integra.on -‐ Allows automated crea.on, tes.ng, and management of mul.ple campaigns
• Mobile App Conversion Tracking -‐ Provides comprehensive, granular analy.cs and exportable data
• Tailored Audiences -‐ Segments users for greater performance across app install and retarge.ng campaigns
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Fiksu for Twi8er
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