appssavvy - pluggedinnyc011210
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the family
Founded November 2007 in
response to the demand
around the opening of the
Facebook Developer API
32 coast-to-coast employees,
headquartered in NYC
The only dedicated sales
force within the social media
space
appssavvy team, not including myself
Michael Burke, Co-founder and Presidento Freewebs
o Yahoo!
o HotJobs
Calvin Wong, EVP Sales Operation and Producto Community Connect, Inc. (CCI)
o CCI acquired by Radio One (NASDAQ: ROIK)
Todd Bowman, SVP of Saleso Condé Nast Digital
o Forbes.com
o Conducive
Investorso TRUE Ventures (Lead)
o Scott Kurnit, Founder of About.com
o The New York Times Company
o Wider Wake Networks
the model
Thought Starter: Social games are expanding the audience beyond traditional young male video-gamers and casual gamers, who tend to be
women over 35. Such games are the hottest thing going in the $13 billion online-gaming market.
Appssavvy partners with best-
in-class 3rd party developers
to offer unique integration
opportunities within the most
popular social applications
The app companies we
represent rely solely on
appssavvy to meet the needs
of marketers
what we do
Over the past 2 years, appssavvy has been a trusted resource and
market leader in strategizing and executing objective-based social
media programs and campaigns
By leveraging current social trends and the most active audiences
across social platforms, we weave branded content into existing
conversations
The result: our client’s social objectives are achieved and the user
experience is enhanced
recognition
To date, appssavvy has
executed over 150 brand
campaigns, many of which
have won or have been
nominated for awards
70% of our business is
comprised of repeat
advertisers
evolution continues…
For social applications, Facebook is the leader, and now many other
platforms are emerging to support developers and advertisers
Ongoing research, experience and continual discovery is essential
Appssavvy represents premium application inventory; apps that focus on
community, entertainment and value
Many apps are outpacing traditional websites for people’s time and interest
The brand social page is the foundation for the overall social strategy, and is
as important as a traditional website
social communities
on on
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social apps
on
onSocial Interview
on
on
Status Shuffle
on
on
on
social games
on
on
on
on on on
on
social solutions
Attract
&
Engage
2-Way
Dialogue
Intro
&
InviteOptimize
&
Measure
GET IN THE NEWS FEED
2DRIVE ENGAGEMENT
1
SEED CONVERSATION 3
GET FANS4
MEDIA SUPPORTfor your social initiatives
5
CONTENT & VIDEO
DISTRIBUTION
6
FAN MANAGEMENT
STRATEGIES
7
Objectives:
– Drive user engagement with the Public
Enemies brand
– Generate mass, viral brand awareness
through the news feed
– Increase purchase intent for the DVD and
Blu-ray release
– Drive sales of the DVD both on and offline
Application:
Results:
– 54M Public Enemies loot interactions
– 44M Public Enemies jobs completed
– 992M est. branded news feed impressions
best practices: UHE, Public Enemies DVD
objective: user engagement
on
objective: get in the news feed
Did you know? The average Facebook user has 130 friends. The average application user has 250 friends.
solution: integration within existing social activity = millions of news feed
impressions
Coca-Cola Open Happiness:
53M est. viral impressions
Public Enemies DVD:
992M est. viral impressions
Assassin’s Creed II:
831M est. viral impressions
Objective:
– Drive sales
– Promote connection with Moms
through relevant conversations
– Reinforce value to mothers in
appropriate environments
Application:
KPI results:
– 8,800 clicks to Target.com
– 22,000 new members joined the
custom BTS Zone, generating 400
posts and replies
– 18% CTR within Target BTS Zone
– 8,885 branded polls completed
Did you know? Circle of Moms is the largest destination for Moms on the Internet with 8.5M registered Moms.
best practices: Target, Back to School
objective: seed conversation
on
solution: seed content within contextual social communities and
apps, get real fans
FAN DRIVER OPPORTUNITIES:
1. Leverage social
campaigns
2. Premium, contextually
relevant fan drivers
3. Acquire fans by volume
on a cost-per-fan basis
objective: get fans
Absolut:
113k new fans
General Mills:
5k new fans (100% Moms)
Coke Zero: 500k new fans
Objectives:
– Drive trailer views
– Build excitement, intrigue and inform the
target market around the launch of the
franchise
– Increase purchase intent
– Drive sales of the game both on and offline
Application:
Results:
– 1.8M Assassin’s Creed video views
• 27% video completion rate
– 1.8M completed AC missions
– 850M est. branded news feed impressions
best practices: Ubisoft, Assassin’s Creed
objective: targeted content & video distribution
on
solution: leverage existing engagement within mobile apps to create
fluid, targeted brand engagement
MOBILE INTEGRATION OPPORTUNITIES:
Existing communities
that extend into mobileCross platform brand
integration points
Mobile specific social
communitiesPrograms that are natural to the
behavior of mobile consumers
Immersive on-the-go
contentOpt-in Brand experiences that
are as rich as the app content
objective: targeted content & video distribution
objective: establish fan management strategies
solution: establish & maintain a social presence with out-of-the-box fan
page creation & management tools
Attract
&
Engage
2-Way
Dialogue
Intro
&
InviteOptimize
&
Measure
10 best practices
1. Apps are platform agnostic, media should be too
2. Understand your paid versus earned media opportunities
3. Allow your campaign to be shared via the news feed
4. People are the new destination
5. Old rules may apply, but you must challenge them
6. Key Performance Indicators (KPIs) – embrace them
7. Commitment to the program, from all brand teams, is essential
8. Building trust is invaluable
9. Social Media planning should begin before the RFP
10. Leverage experience – real experience
Thank You!