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
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