Social Activity: How Does This Help Branded Content and Digital Distribution? Michael Burke (appssavvy)
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Social Activity: How Does This Help Branded Content and Digital Distribution? Michael Burke (appssavvy)
- 1. SIGNAL LA: THE CONTENT MARKETING CONVERSATION Los Angeles/ February 9, 2011
- 2. “ SOCIAL ACTIVITY: HOW DOES IT HELP BRANDED CONTENT AND “ “ DIGITAL DISTRIBUTION? Michael Burke, Co-founder and President, appssavvy © 2010 appssavvy. All rights reserved. Confidential and proprietary. page
- 3. banners, content, portals, and clicks rule advertising 1996 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 3
- 4. the web continues, mostly unchanged 2008 but the shift to social activity makes sharing, communities, games, and location the most valuable opportunities for advertisers © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 4
- 5. SOCIAL MEDIA AND GAMES DOMINATE ONLINE ACTIVITY Source: Nielsen NetView. June 2010 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 5
- 6. “You make something social and that kind of rethinks the whole space.” Mark Zuckerberg, CEO of Facebook © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 6
- 7. “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) © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 7
- 8. why are we here today? the relationship between rethink delivery & reception of advertising. © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 8
- 9. THE TIME SPENT VS. DOLLAR SPENT DEBATE 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) © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 9
- 10. Likes Comments Status Updates Check-ins © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1
- 11. Missions Virtual Goods Neighbors © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 11
- 12. Check-ins © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1
- 13. Search Q&A © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1
- 14. Communities Photos Q&A © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1
- 15. Status Update Status Search © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1
- 16. …BUT WHERE DO WE PUT THE AD UNITS? © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1
- 17. THE FUTURE OF ADVERTISING ISN’T AROUND SOCIAL ACTIVITY 300,000+ 90 million+ user generated communities conversations started 300 million+ 24 million+ video views minutes spent playing social games with friends 25 million+ 100 million+ check-ins to real places pieces of content shared across over 250M users ..it is social activity © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1
- 18. SOCIAL ACTIVITY CHANGES HOW WE MEASURE SUCCESS Traditional Metrics Social Metrics ✚ Impressions ✚ Content shared to newsfeed ✚ Reach ✚ Q&A participation ✚ Frequency ✚ Branded check-ins ✚ CTR ✚ Branded virtual goods interactions ✚ eCPM ✚ Branded in-game actions completed ✚ Conversation threads generated ✚ Post-Engagement Video views ✚ Video completion rate ✚ Average session length ✚ Fan Page Postings © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1
- 19. LET’S LOOK AT A CASE STUDY MICROSOFT ON GODFINGER © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1
- 20. OBJECTIVE Bring the Windows Cloud to life digitally by making it big, real and organic. © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2
- 21. NGMOCO 20 million App installs GAME ACTIVITIES • Expand your planet • Visit other planets • Earn money (Awe and Gold) • Buy structures • Earn experience to level up © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2
- 22. Players visit the Windows Cloud to get free Awe 6.1 million visits © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2
- 23. Players are encouraged to learn more about the brand 700,000 clicks to Windows site (11% CTR) © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2
- 24. Windows Cloud promoted on the load screen 140 million impressions delivered © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2
- 25. MOBILE WORKS, SOCIAL ACTIVITY WORKS BETTER Intent Mobile Ad Awareness Message Association Consideration 57% 47% 40% Delta (Exposed 23% 14% 11% - Control) Windows 7 InsightNorms: Mobile 29% 4% 10% InsightNorms: Technology Note: Control N=448; Exposed N=225 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2
- 26. CAPTURING INTENT AND CONTEXT BY UNDERSTANDING SOCIAL ACTIVITY IMPROVES THE DISTRIBUTION CHANNEL FOR BRANDED ADVERTISING&CONTENT © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2
- 27. Michael Burke michael@appssavvy.com about.me/michaelburke appssavvy 212.941.5759 www.appssavvy.com @appssavvy 2 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page
Notas do Editor
- In the earlier days of the Internet, content ruledBanners were the only way to reach consumers, they have gotten better over the years, but remain bannersWe still measure them the same way using impressions and clicks
- Social activity has fundamentally changed how people interact on the web, they are playing games together like Farmville, having conversations on Twitter and sharing their location on FoursquareThese activities create a better opportunity for advertisersThe web and content have continued on, but social is different
- appssavvy has brought many of the world’s leading brands into social activity to create a new advertising experienceOthers offer ads next to social, they may be highly targeted, but not socialwe are rethinking the entire relationship between the delivery and reception of advertising.