Gillies Storme, Head of EMEA Advertising Sales at Rock you speaks at the Social Media World Forum Europe, 2011 (http://www.socialmedia-forum.com/europe/).

1. RockYou
Social Brand Engagement
gilles.storme@rockyou.com
@gillesstorme

2. RockYou Overview
What is RockYou?
• Leading Publisher of Social Games
• Innovative Social Media Ad Solutions
Worldwide Reach:
• 200 Million monthly unique visitors worldwide
• 15 Billion monthly global impressions.
Social Game Studios
• RockYou, Redwood City, CA
• Loot Drop, San Mateo, CA
• Playdemic, UK
• RockYou Asia

5. Not just pimply teenagers!
Total Uniques % Reach %Comp Index
Total Audience 168m 12.7%
Female 18+ 80m 48.0% 110
Female 15-24 35m 164
Female 25-34 20m 101
Female 35-44 17m 105
Female 45-54 12m 107
Male 18+ 68m 40.3% 78
Male 15-24 33m 137
Male 25-34 18m 78
Male 35-44 13m 67
Source: comScore Media Metrix Multi-Country Key Measures – December 2010

6. How Many?

7. They Love It!
• 95% of social gamers play multiple times per week
• 61% of social gaming sessions last more than 30 minutes
• More than 50% of Social Networkers log-in just to play a social game
% of Facebook Users
Playing Games
53%
Source: TNS, “Digital Life,” 10/10/10

8. Which Games?
Social games:
 Web-based games/apps
 Turn-based
 Easy to play
 Similar to casual games
 integrate the community-
based attributes of social
networks.
Source: www.appdata.com/

9. Revenue

10. Successful Ad Solutions
 Measurable
 Engaged audience
 Engaging and impactful solutions
 Scalable
 Targetable
 Standard formats
 Safe context: no UGC
 Talkability/PR

11. Social Games Media Planning Model
Build
Integrate/
Level of engagement sponsor
Recruit
Video
Display
Audience Reach

12. Display: CPM, CPC, CPA
Games Space Facebook
Ads

13. Roadblocks

14. Apps/Games Installs: CPI

15. Facebook Like Driver: CPL, CPC

16. Video Advertising: CPM, CPV, CPE, CPCV
 In-banner, pre-load, in-game
 Expandable
 Companion banner
 Clickable
 Sharable

17. Virality/Sharability
1. User views video 2. User posts video on their wall
SHARE THIS VIDEO
3. Post appears on users’ profile
Trang posted the Lego Universe video.

18. Lead Generation / Offers Walls: CPA

19. Integration/Sponsorship

20. Integration/Sponsorship

21. On-line/off-line Partnerships

22. Branded Games

23. But…
“The secret is respecting the consumer.
You are interrupting their life.
All advertising is unwanted, so if you’re going to
crash the party, bring some champagne with you.”
Bob Thacker, senior VP-marketing and advertising at OfficeMax

24. Potlatch Ceremonies
Kwakwaka'wakw people
“a gift economy is a society where valuable goods
and services are regularly given without any explicit
agreement for immediate or future rewards”

25. New Social Games Media Planning Model
New Engagement Solutions
Build
Level of engagement Integrate Engagement at Scale
Recruit
Video
Display
Audience Reach

26. Engagement Solutions: CPE
“a special offer embedded inside a social game that lets users engage with a
brand advertisement in exchange for moving forward in the game”
How it works:
User
User Receives
Completes In-Game
Brand Reward
User Sees
Deal Pop-Up Engagement
Users Clicks
Deal Button
Brands Only Pay
User Plays per
Social Game
Engagement!

27. Video Engagements

28. Branded Mini Games
Features:
• A Custom Flash Mini-Game with Full-Tracking Capabilities
• Truly Integrated Branding
Benefits:
• An Immersive and Interactive User Experience
• An Authentic Engagement with Your Brand

29. Sponsored goods

30. Thank you
RockYou
Social Brand Engagement