social activity: how does this help branded content and digital distribution? michael burke...

SIGNAL LA: THE CONTENT MARKETING CONVERSATIONLos Angeles/ February 9, 2011

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“ “

SOCIAL ACTIVITY:HOW DOES IT HELP BRANDED CONTENT AND DIGITAL DISTRIBUTION?

“ “Michael Burke, Co-founder and President, appssavvy

page© 2010 appssavvy. All rights reserved. Confidential and proprietary. 3

1996banners, content, portals, and clicks rule advertising


2008

but the shift to social activity makes sharing, communities, games, and location the most valuable opportunitiesfor advertisers

the web continues, mostly unchanged

4


SOCIAL MEDIA AND GAMES DOMINATE ONLINE ACTIVITY

5

Source: Nielsen NetView. June 2010


“You make something social and that kind of rethinks the whole space.”

Mark Zuckerberg, CEO of Facebook

6


“Advertising… we think it’s ripe for innovation. We’ve been waiting for online advertising to show its stuff for about 15 years.”

Mary Meeker, Morgan Stanley Tech Analyst(now at Kleiner Perkins)

7


rethinkthe relationship between

delivery & reception

of advertising.

why are we here today?

8


THE TIME SPENT VS. DOLLAR SPENT DEBATE

9

source: comScore “Insights Into Online Display Advertising Growth” (06/10), The Nielsen Company “Top 10 Sectors by Share of U.S. Internet Time” (06/10), IAB Internet Advertising Report (10/10)


Status Updates

Check-ins

Comments

Likes


Neighbors

Missions

Virtual Goods


Check-ins

12


Q&A

Search


Q&A

Communities

Photos


Status Search

Status Update


…BUT WHERE DO WE PUT THE AD UNITS?

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THE FUTURE OF ADVERTISING ISN’T AROUND SOCIAL ACTIVITY

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90 million+conversations started

300 million+minutes spent playing social games with friends

24 million+video views

300,000+user generated communities

100 million+pieces of content shared across over 250M users

25 million+check-ins to real places

..it is social activity


SOCIAL ACTIVITY CHANGES HOW WE MEASURE SUCCESS

Traditional Metrics

✚ Impressions✚ Reach✚ Frequency✚ CTR✚ eCPM

Social Metrics

✚ Content shared to newsfeed✚ Q&A participation✚ Branded check-ins✚ Branded virtual goods interactions✚ Branded in-game actions completed✚ Conversation threads generated✚ Post-Engagement Video views✚ Video completion rate✚ Average session length✚ Fan Page Postings


LET’S LOOK AT A CASE STUDYMICROSOFT ON GODFINGER

19


OBJECTIVEBring the Windows Cloud to life digitally by making it big, real and organic.


NGMOCO

21

App installs

GAME ACTIVITIES• Expand your planet• Visit other planets• Earn money (Awe and Gold)• Buy structures• Earn experience to level up

20 million


Players visit the Windows Cloud to get free Awe

6.1 million visits


Players are encouraged to learn more about the brand

700,000 clicks to Windows site (11% CTR)


Windows Cloud promoted on the

load screen140 million

impressions delivered


MOBILE WORKS, SOCIAL ACTIVITY WORKS BETTER

Note: Control N=448; Exposed N=225

Delta (Exposed - Control)

57%

23%

29%

Mobile Ad Awareness

47%

14%

4%

Message Associ-ation

40%

11%

10%

Consideration Intent

InsightNorms: Technology

InsightNorms: Mobile

Windows 7


CAPTURING INTENT AND CONTEXT

BY UNDERSTANDING SOCIAL ACTIVITY

IMPROVES THE DISTRIBUTION CHANNEL FOR BRANDED

ADVERTISING & CONTENT

26


appssavvy212.941.5759

www.appssavvy.com@appssavvy

Michael [email protected]/michaelburke

mailto:%23%23%[email protected]

mailto:%23%23%[email protected]

social activity: how does this help branded content and digital distribution? michael burke...

Technology

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2010 appssavvy

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proprietary

confidential