"how shutterfly leverages social data"
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2014 iMedia Agency Summit
“How Shutterfly Leverages Social Data”
Presented by
Chris Cunningham, Co-Founder & CEO appssavvy
Denise Leone, Direct of Online Marketing & Affiliates, Shutterfly
How to best leverage social data:
Capture social
activities performed
across desktop and
mobile
1 Analyze social
activities that drive
brand performance
2 Optimize and target
creatives towards best
performing activities
3
Big opportunity for brands to leverage social data to
grow their customers and businesses
Problem & Opportunity
User plays game Ad delivered
without context and
activity not captured
The Problem User performs activity and receives an
ad, without any context relating the ad
back to the native user experience.
User plays game Ad delivered
WITH context Full-screen
ad remains and social
activity is captured
Industry Opportunity • Identify the ‘natural breaks’
• Create context to the ad experience
• Capture and leverage social activities
Social Data Today
tweeting sharing checking in
gaming listening pinning
• More social activities being performed
than ever before
• Huge opportunity for marketers to
understand what social activities their
consumers are performing
Helping Brands Navigate
Today’s Social World
Proven Success
context points increase lift
5.74%
CONTROL GROUP
Ad served without context.
9,375 impressions
533 clicks
CTR
TEST GROUP Ad served with context.
9,266 impressions
971 clicks
10.48% CTR
2X
Shutterfly iPad Photo
Story App Campaign
App allows users to easily share their
photobooks digitally with friends with added
voice recording functionality, as well as to order
hardcopy
Business Challenge
Well-known brand, launching its first-ever
iPad app campaign
Campaign Goal
Drive app awareness among Moms, and
ultimately installs & orders
Why appssavvy for Shutterfly:
• Has a high composition of Shutterfly’s Mom audience,
that over-index for social, mobile, and gaming
verticals
• Unique media units with non-intrusive format
Campaign Overview:
• appssavvy’s units that are served between natural
breaks in user’s online social and gaming activities,
based upon user initiation
• 100% iOS tablet inventory
• Exclusive, high-impact custom creative units provided
an engaging user experience with 100% SOV full-
page unit, and ability to showcase video creative
Using appssavvy to
Help Drive Awareness
Shutterfly Campaign
Drive awareness of Shutterfly's Photo Story
app while increasing app installs, easily
allowing users to share their Photo Stories
digitally with friends.
16.4% tablet CTR
318 installs
TOP-PERFORMING ACTIVITES
Consuming 156 index
User’s chose to engage with Shutterfly after they had
just consumed something (watching video, browsing
photo album, listening to music station, etc.)
Sharing 138 index
User’s also engaged after they had just shared
content (post status update, share articles, send
photos/videos, etc.)
Performance
Highlights In the campaign’s four-week flight, it drove
• 318 installs
• 234 total engagements*
• 34% engagement rate
• 188 logins
• 26 created projects
• 20 orders
*defined as ad click, login, create project, update, install
Demo Target
A18-24
Contextual Target
***Activity Target towards
creating and consuming profiles
Our advanced targeting solutions
helped Shutterfly reach the most
qualified & engaged audiences.
3 layer advanced targeting for future campaigns
150+ apps
130MM reach
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