instagram celebrities: are they the new cats? - targetsummit berlin 2015

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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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Samet Durgun 3 great years

2 1 0

0 0 9 8 7 6 5 4 3 2 1 0

FOUNDED IN

ALL PEOPLE LOCATED IN

BERLIN

5 HIT GAMES

6 YEARS IN ON FACEBOOK &

MOBILE (iOS, ANDROID)

3 GENRES IN

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JELLY SPLASH

+75 million downloads iOS + Android + Facebook

Situation: Mature Game

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Problem: High CPIs

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Solution: Social Media

Image: Seenmoment.com

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THIS PRESENTATION IS NOT

•  About cats L •  Real Instagram ads •  The engagement/re-engagement campaigns

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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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DECISION MAKING

Kissmetrics data*

Younger = More influenced

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HIGH ENGAGEMENT RATES

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FACEBOOK INSTAGRAM

250 times better engagement

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2- INFLUENCERS

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PEOPLE FEELING CURIOUS

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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PROFILES*

*Wooga Definitions

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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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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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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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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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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