• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Facebook - NOAH13 London
 

Facebook - NOAH13 London

on

  • 298 views

A Deep Dive on Platform and Marketing - Workshop by Julien Codorniou, Director Platform Partnerships EMEA at Quandoo at the NOAH 2013 Conference in London, Old Billingsgate on the 14th of November ...

A Deep Dive on Platform and Marketing - Workshop by Julien Codorniou, Director Platform Partnerships EMEA at Quandoo at the NOAH 2013 Conference in London, Old Billingsgate on the 14th of November 2013.

Statistics

Views

Total Views
298
Views on SlideShare
298
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • The most succeful companies out there already understand the value of platform and how it can help drive organic and paid for distribution
  • Let me get out of the way the least important number for you to understand about Facebook.Little weird since one of the reasons you are here today.I’d venture to say non of you really care about reaching 1.1 billion people, today.What is way more important for you are…
  • …all of the people who matter to you. 20 million ppl who use FB on mobile every day in the UK.2 million males in the UK aged 18-24 who use IOS.Women living in US who use an iPad and are interested in Online Gaming – we have 3.8milllion of those.Only interested in the 660,000 early tech adopters we have living in Brazil.These are the people who actually matter to you, not the 1.1B.
  • But how do we know who these people are? Real identify.If we’re talking about fast food lovers - It’s not because they’re 26 years old and they watch Family Guy and we GUESS that they like fast food. (we’ve all done that)We KNOW they like fast food because -- they CHECKED IN. We know people better than anyone else. When they are on Facebook, they are logged in. Device doesn’t matter..evensmartwatch or glasses… same person across any device.And while people are the core of what makes Facebook unique, what you should really be interested in is…
  • Being able to connect with them every day and everywhere. Mobile has unlocked this reality. Not something that we could have claimed even 1 or 2 years ago. But now…Facebook is the largest mobile application on any phone, on any network, anywhere in the world, period. That’s huge. People use their mobile device, and more specifically, Facebook, because being connected to the people and things that matter to them is important.Just think, as marketers, we were never able to easily reach people when they were…
  • There are a few key reasons why we can do this. And it all starts with our ability to reach the right people.In the UK.. 2.5X daily reach of 16X more time spent than twitterGreater daily reach than any commercial uktv channel.I’m not saying that these numbers are the most important but it gives you good perspective.
  • The third thing that sets us apart is targeting. I talked about the native targeting capabilities that we have earlier, what really makes it interesting though is when you take advantage of our more advanced targeting tools. Depending on your marketing objective (from prospecting to remarketing), Facebook has specific targeting capabilities to help you reach the right people. Two tools that are truly game changing are Custom Audiences and Lookalike Audiences.
  • Custom Audiences allows you to find your client’s offline audience on Facebook.
  • The most succeful companies out there already understand the value of platform and how it can help drive organic and paid for distribution
  • The most succeful companies out there already understand the value of platform and how it can help drive organic and paid for distribution
  • 1. KING
  • Deezer: 10x growth since they started on PlatformNeko is helping them in Latam10x MAU to 6.4million per month since they integrated FB login in Sep 201160-70K new users added per day
  • Deezer: 10x growth since they started on PlatformNeko is helping them in Latam10x MAU to 6.4million per month since they integrated FB login in Sep 201160-70K new users added per day
  • These companies understood and took advantage of the changing landscape.
  • Discovery problem – there are millions of apps out there
  • So how do you become the top grossing app?
  • The Facebook platform can help you do that. By understanding and leveraging our paid for and organic distribution channels.OUTLINE 3 PILLARS
  • Today’s hottest companies have already integrated with Facebook and leveraging some or all pillars
  • So let me start with outlining what BUILD meansParseLoginGames on facebook
  • SharingInvites
  • The most succeful companies out there already understand the value of platform and how it can help drive organic and paid for distribution
  • Payments (WE CAN NOT TALK ABOUT THE AD NETWORK AND BUY ON FACEBOOK
  • However, we know you face a few critical challenges when trying to achieve these goals. The two key challenges include 1). App Discovery and 2). Customer retention in app To date, we have offered you mobile app ads that drive installs, which help you address your discovery challenge. We’ve seen incredible results with this. Since January 2013, our clients have driven more than 145M installs with mobile app ads. They are seeing up to 10X the reach with our mobile app ads compared to other publishers. And, the top apps are investing with us in customer acquisition – over 50% of the top grossing apps on both iOS and Android are using our mobile app ads. But the other key challenge you face is retention, engagement, and conversion in app. In the US, consumers on average have 40 apps on their phone and marketers are working to be THE app that their customers open. Today, 66% of app users open apps between 1 and 10 times. This creates a tough dynamic for you in which you need to break through the clutter to be Our clients need THE app that customers open. But, until now, you haven’t had a good solution to address that challenge.Source re: number of apps in Apple and Android play stores:Apple http://www.apple.com/pr/library/2013/06/10Apple-Unveils-iOS-7.htmlAndroid http://www.theverge.com/2013/7/24/4553010/google-50-billion-android-app-downloads-1m-apps-availableSource for 8-10x reach w/ mobile app install adshttps://developers.facebook.com/blog/post/2012/10/17/drive-installs-and-discovery-with-mobile-app-install-ads/ http://www.forbes.com/sites/roberthof/2012/10/17/facebooks-mobile-app-install-ads-get-moving/Source for RHS stat on slide:According to data from mobile analytics and marketing firm Localytics, 66% of app users open apps between one and 10 times (http://readwrite.com/2013/08/20/the-harsh-reality-for-mobile-developers-trying-to-hit-the-top-of-app-store-charts#awesm=~ogZBMhd00TOqiq)Source re: Average number of apps per smartphone 41 in 2012 http://www.nielsen.com/us/en/newswire/2012/state-of-the-appnation-%C3%A2%C2%80%C2%93-a-year-of-change-and-growth-in-u-s-smartphones.htmlSource re: More than145M installs driven via mobile app install ads since January 2013Facebook internal data based on stated and inferred data, as of September 2013
  • Ultimately, this allows you to engage customers at key stages in the mobile decision journey.So, what does this look like for the consumer? First, you can reach new customers in your target audience with a message to Install Now. When they click on ‘Install now,’ they are taken directly into the app store to download the app – now, you’re closely connected to them on their mobile device
  • Now, how will this work (from a tactical perspective) I’ll take you through a few key details on how to execute against your engagement and conversion objectives with mobile app ads. Let’s start with the ad unit. You can leverage our existing mobile app ad unit, and can drive traffic directly into your app with one of seven vertical-specific calls to action.
  • 3 ways the facebook platform can help your clients grow -> pilars
  • NOTE: GIVE PALTO ALTO CLEANING COMPANY EXAMPLE
  • Login
  • But, as we all know – this is not where the story ends.Your app may end up sitting on their phone and very rarely – or never – be opened by the customer.This is where mobile app ads for engagement and conversion are key.With this capability, you can reach your existing customers with a mobile app ad with a message to open and engage in your app. For example, you may reach out to customers who you haven’t seen in the past month to drive engagement in app. By clicking on the ‘Open link,’ button, the person is taking directly into your app to a spot you specify – in this case, to a new recipe.You can take this a step further by trying to drive conversionIn this case, the advertiser promotes a Bacon of the Month club. By clicking on the ‘Open Link’ button, the person is taken directly to the purchase page where they can add the subscription to their cart.In summary, you’ve effectively driven install, engagement, and conversion with a customer all through Facebook mobile app ads

Facebook - NOAH13 London Facebook - NOAH13 London Presentation Transcript

  • The evolution of the facebook platform Build, grow and promote your mobile apps Julien Codorniou, Platform Partnerships, EMEA Director | November 13, 2013
  • Martin Ott Managing Director Northern Europe
  • 1.1 billion people
  • All of the people who matter to you
  • Standard demographics • Age • Gender • Geographic Broad category targeting • • • • Education Workplace Relationship status Likes and interests Vertical audiences • • • • Fashion Beauty products Home & garden And many others…
  • Every day. Everywhere.
  • Facebook is one of the most effective marketing platforms on the planet
  • 2.5x daily reach of all UK national daily newspapers combined Greater daily reach than any commercial UK TV channel Source: ABC, 2012 Source:
  • Targeting for every marketing tactic Prospecting Remarketing Demographic Custom Audiences Vertical audiences Lookalike audiences Interest targeting Facebook Exchange
  • Custom audiences Find your customers on Facebook
  • Custom Audiences Reach your customers and prospects on Facebook using their email, phone , or user IDs to create unique targeting groups
  • Lookalike Audiences Generate a targeting group of people with the same characteristics as those in your Custom Audience across 100s of parameters
  • Julien Codorniou Platform Partnerships, EMEA Director
  • Facebook platform stories EMEA success stories
  • Facebook Revenue by sources ($m)
  • King.com and Candy Crush Saga
  • King.com and Candy Crush Saga 0 to 200M+ MAUs in less than a year 100M+ DAUs in less than a year
  • Deezer
  • Deezer 50K new users added per day, organically 10x growth since they started on platform
  • BlaBlaCar 60% Of their marketing budget goes to FB
  • Facetune #1 CTR above 2.5% ROI positive in the first week of the campaign in the UK spot in Apple App store of top paid iPhone apps in over 40 markets
  • Global annual unit sales (m) Thank you
  • Apps are eating the world Total minutes spent on mobile apps versus mobile web (billions of minutes per months, US) 80% 160 of time on mobile is spent in apps Minutes spent per month (billions) 140 120 100 80 60 Apps 40 20 Mobile web 0 Mar ‘11 Source: Flurry Jan ‘12 Aug ‘12
  • Knowing that… 30 Mobile Time Spent Average Daily Minutes 25 20 the average Facebook user opens the Facebbok app 15 14 10 times/day 5 0 Facebook Instagram Source: comScore Mobile Metrix, US March 2013 Twitter Google YouTube Yahoo! Pinterest Microsoft
  • Knowing that every day, more time is spent on Facebook than anywhere else on mobile 30 Mobile Time Spent Average Daily Minutes 25 Facebook and Instagram are 20 27% 15 of all mobile time spent daily 10 5 0 Facebook Instagram Source: comScore Mobile Metrix, US March 2013 Twitter Google YouTube Yahoo! Pinterest Microsoft
  • You are here
  • How do I get there?
  • Platform Help developers build, grow and promote their mobile apps Build Promote Grow
  • Platform Help developers build, grow and promote their mobile apps Build Promote Grow
  • Platform Help developers build, grow and promote their mobile apps Build Promote Grow
  • Use tools like the Share dialog, App Centre and requests engage people on Facebook Sharing App Center Requests
  • Platform Help developers build, grow and promote their mobile apps Build Promote Grow
  • Two key challenges Customer discovery and acquisition Mobile app Businesses install ads are already have achieved being used by 8-10x 50%+ the reach with mobile app install ads of the top 100 compared to other grossing iOS and mobile ad buys Android apps Retention, engagement, and conversion 66% of app users open apps only between 1-10 times Source: Number of apps as of June and July for Apple and Android, respectively; Nanigans’ client results as of October 2012; Facebook internal data for Q2’2013 and App Annie top grossing apps list end of Q2’13; Localytics, July 2013.
  • Engage customers at key stages in the mobile decision journey Now what? App ad for installs served in News Feed App App available available through through app store app store App installed on smartphone
  • Unit format: Drive engagement and conversion in-app with new calls to action Open Link Use App Play Now Shop Now Listen Now Watch Now Book Now
  • Mobile apps ads are effective at driving installs and discovery 8400 advertisers 52% penetration among top grossing apps 145M installs driven
  • Build Promote • Parse • Facebook Login • Facebook Mobile App ads Grow • Facebook Sharing • Facebook Invites • App center
  • Thank you
  • But their apps are getting lost App Store Google Play 900,000 apps 900,000 apps Your client is here
  • Companies across verticals are increasingly driving real business results via mobile apps 210% 22% 23% growth in UK smartphone ecommerce Q1–Q2 2013 of Italian m-commcerce users bank through apps of 18–35 year-olds in Germany book travel via their smartphone Source: eMarketer, IMRG & CapGemini - 'e-Retail Sales Index' Sept 2013 Source: eMarketer, Nielsen “The Mobile Consumer: A Global Snapshot”, Feb 2013 Source: eMarketer, Expedia & Egencia “The Future of Travel” conducted by Harris interactive Oct 2013
  • Engage customers at key stages in the mobile decision journey New calls to action allow for increased engagement Now what? and conversion