instagram celebrities: are they the new cats? - targetsummit berlin 2015
TRANSCRIPT
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INSTAGRAM CELEBRITIES:
ARE THEY THE NEW CATS? (HOW TO BE SEMI-PROGRAMMATIC W INFLUENCERS)
Picture: www.onlinemarketingrockstars.de
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FRONT COVER If you’d like to change the background of any page, at any point throughout the presentation: Right click Ø Format background Ø Select Fill colour
Samet Durgun 3 great years
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FOUNDED IN
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ALL PEOPLE LOCATED IN
BERLIN
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5 HIT GAMES
6 YEARS IN ON FACEBOOK &
MOBILE (iOS, ANDROID)
3 GENRES IN
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PORTRAIT SCREEN Add an image / any content to the right hand side of the page. Add any text to the left.
JELLY SPLASH
+75 million downloads iOS + Android + Facebook
Situation: Mature Game
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PORTRAIT SCREEN Add an image / any content to the right hand side of the page. Add any text to the left.
Problem: High CPIs
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Solution: Social Media
Image: Seenmoment.com
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CONTENTS / SUMMARY Add any text here as a Contents or Summary page.
THIS PRESENTATION IS NOT
• About cats L • Real Instagram ads • The engagement/re-engagement campaigns
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CONTENTS / SUMMARY Add any text here as a Contents or Summary page.
THIS PRESENTATION IS
• About “Instagram” influencers • Crash course to the New Comers • Knowledge sharing for social campaign familiars • How Wooga makes campaigns for Jelly Splash for 2 years
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1- Instagram 2- Influencers 3- Campaign Execution 4- Pricing 5- Quality 6- Volume 7- tracking
7 steps for success
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1- INSTAGRAM
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PLATFORM DEMOGRAPHICS
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PORTRAIT SCREEN Add an image / any content to the right hand side of the page. Add any text to the left.
DECISION MAKING
Kissmetrics data*
Younger = More influenced
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HIGH ENGAGEMENT RATES
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PORTRAIT SCREEN Add an image / any content to the right hand side of the page. Add any text to the left.
FACEBOOK INSTAGRAM
250 times better engagement
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2- INFLUENCERS
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PEOPLE FEELING CURIOUS
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CHAPTER PAGE Edit text size as desired INSTAGRAM INFLUENCER DEFINITION:
Partnering with key influencers to co-create instagram content that is engaging and meaningful to the
consumers.
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LANDSCAPE SCREEN & CONTENT Phone screen colour can be changed to whatever colour you like by simply selecting and changing the fill. Add any content on top. LANDSCAPE SCREEN IMAGE & CONTENT Click to add an image or drag an image into the placeholder.
PROFILES*
*Wooga Definitions
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GRAPH 1 Change the background colour as desired by simply changing the fill colour. Add chart / graph / content to the top section. Edit key points in the text boxes below.
Creative Thinkers Travelers Gamers …
PERSONAL ACCOUNTS
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MINOR CELEBRITIES
Fitness TV Show Music …
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GENERIC ACCOUNTS
Humor Horror Beauty …
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Follow big accounts
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3-CAMPAIGN EXECUTION
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MIDDLE TIMELINE Add an icon to the top image placeholder. Add any text and reuse this slide for any middle timeline events.
PUSH/BURST CAMPAIGNS INGREDIENTS
• Courage • Few 10s K budget • 10s of Ambassadors • Millions of engagements • An analyst & marketing person • Game in 2 platforms • Agency (or an internal team) For Smaller companies: Divide some of these numbers by 10
for a few million MAU game
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• Think about the target audience
SETTING UP THE CAMPAIGN
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• Think about the target audience • Set the expectation (geo, messaging…) • Prepare big campaigns in advance • Use # to track
SETTING UP THE CAMPAIGN
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• Think about the target audience • Set the expectation (geo, messaging…) • Prepare big campaigns in advance • Use # to track • Use disclaimers
SETTING UP THE CAMPAIGN
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4- PRICING
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CPR High Risk Cost per Reach
CPE Moderate Risk Cost per Engagement CPI
Low risk Cost per Install
Agency Pricing
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PORTRAIT SCREEN 2 Add a relevant page background if you like by dragging an image onto the page, then right click, select ‘Arrange’, and then ‘Send to back’. Add an image to the placeholder by clicking on the image icon.
is the current method we use with the agency. Also depends on your product.
CPE
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Generic accounts low to 3 cents per engagement Personal accounts from 5 cents to 20-50 cents per engagement Overall CPI -> $0.5 to $5
BALLPARK FIGURE FOR US HEAVY
Don’t get stuck on Engagement, focus on your installs
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5- QUALITY
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GEO EXPECTATIONS
½ US, ¼ Europe, ¼ ROW
You can also focus on specific ones like RU, BR
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Not as high as your best DSP/ Adnetwork Definitely not as low as incent traffic
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6- VOLUME
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From 1Ks install to 100Ks installs Globally
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Combine with user acquisition
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EXAMPLE
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Another game - US overall top 20
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2 years
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7-TRACKING &
ATTRIBUTION
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Beginner • Check organic uplift
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Paid
Organic
Uplift
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Beginner • Check organic uplift • Have a questionnaire
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QUESTIONNAIRE
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CHAPTER PAGE Edit text size as desired QUESTIONNAIRE
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CHAPTER PAGE Edit text size as desired TRACKING (& ATTRIBUTION)
Beginner • Check the organic uplift • Have a questionnaire
Advanced • Check daily retention/bookings/device distribution
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8 campaign days
Month
1 15 22 2 4 8
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8 campaign days
Month
1 15 22 2 4 8
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8 campaign days
Month
1 15 22 2 4 8
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CHAPTER PAGE Edit text size as desired TRACKING (& ATTRIBUTION)
Beginner • Check the organic uplift • Have a questionnaire
Advanced • Check daily retention/bookings/device distribution • Have a manual attribution to your DB based on user features
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1- Instagram 2- Influencers 3- Campaign Execution 4- Pricing 5- Quality 6- Volume 7- tracking
7 steps for success
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Picture: www.onlinemarketingrockstars.de
ARE THEY THE NEW
CATS?
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RE-ENG UA INFLUENCER
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TELL ME YOUR EXPERIENCE
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Special thanks to Timothy Frohner Analyst @ Wooga
Samet Durgun Marketing Manager @ Wooga