Michael Burke
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Michael Burke's presentation deck from our October 1/2009 "Facebook Marketing" workshop.

Michael Burke's presentation deck from our October 1/2009 "Facebook Marketing" workshop.

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Transcript

  • 1.
  • 2. The Facts
    • Applications leverage platforms to provide better experiences than if built as stand alone sites.
    • Applications have improved social networks and mobile experiences.
    • Advertising should leverage activity and content; not merely inventory or impressions.
  • 3. Facebook is… reuniting friends sharing photos keeping friends updated
  • 4. Mobile is… Calling Emailing Texting
  • 5. what else do people want? planning games entertainment where to go advice
  • 6. What’s the Solution?
  • 7. 2 years later - what’s happened?
    • 100MM+ monthly active users on Facebook applications
    • 2 Billion iPhone apps downloaded
    • Top applications focus on gaming, pets, family, entertainment and travel
    • Largest application today has over 50 Million Monthly Users
    • Applications have expanded to MySpace, Yahoo, LinkedIn, iGoogle, and many other social networks
    • “ THERE’S AN APP FOR THAT”
    *All Data provided by Facebook
  • 8. But there are still questions…
    • How do you best leverage applications?
    • Does my brand make sense for social media?
    • Should we build an application?
    • But I don’t use applications.
  • 9. Needed: a credible sales partner in the application space On Feb 23, 2009, Chris Cunningham the appssavvy CEO had a video featured on the homepage of AdAge.com.
  • 10. who are we and what do we care about? We are the direct sales team for leading social applications and communities.
    • delivering relevance…
      • "We have experienced tremendous success in creating the fastest-growing community of moms on the Internet," said Ephraim Luft, CEO of Circle of Moms. "Our partnership with appssavvy delivers a world-class sales team focused on connecting leading brands with great opportunities to reach relevant audiences online, especially in social media."
    • top tier brands connecting…
      • “ The opportunity to connect our growing audience of social game players with relevant, top-tier brands in contextually-relevant ways is tremendous,” said Charles Hudson, vice president of business development, Serious Business. “Through appssavvy’s direct sales team we’re taking a step forward to achieve our business goals, while focusing on delivering the best social gaming experiences.”
    • relationships between advertisers and consumers…
      • "We couldn't be more excited about this partnership with appssavvy," said Geoffrey B. Roche, co-founder of Poolhouse. "More than anyone in this space appssavvy has been true pioneers in understanding just how important it is to give advertisers the ability to have a truly intimate relationship with consumers that are passionate about their pets.”
  • 11. who are the players? Comprised of over 1000,000,000 monthly active users, appssavvy’s top social utility applications re ach a highly active mass of users across verticals including Entertainment, Gaming, Education, Fashion, Style, Health, Parenting, Family, Travel & Teens Top apps under: Teens Honesty Box Monthly Active Users: 2,500,000 Movies, TV, Entertainment Access Hollywood Family & Networking Family Tree Monthly Active Users: 5,500,000 Social Gaming Spy Master on Twitter Social Gaming Mafia Wars Monthly Active Users: 25,000,000+ iPhone Zumobi Sports Premier Football, Basketball Monthly Active Users: 1,000,000 iPhone & Android Mappn network Books/Literature/Leisure Visual Bookshelf Monthly Active Users: 1,000,000 Social Events & Entertainment Social Calendar & BDAY Cal Monthly Active Users: 1,500,000 Pets & Animals Dogbook & Catbook Monthly Active Users: 1,000,000 Music & Entertainment Rock Legends & Friends for Sale Monthly Active Users: 5,000,000+ Entertainment Pick Your 5 - #1 FB Application Monthly Active Users: 23,000,000+ Parents/Women/Family Circle of Moms Registered Users: 6,000,000 Travel & Entertainment Where I’ve Been Monthly Active Users: 1,000,000+
  • 12. Programs are only as good as….
    • The purpose they serve
    • Their ability to leverage existing activity
    • The interaction created directly with users
  • 13. programs that create momentum
      • appssavvy utilized an application with high user engagement and we incorporate Coca Cola’s brand into the user experience.
      • Living Social’s Pick Your 5 application offers the unique ability to reach users who are purposefully communicating their favorite things to their friends making it a perfect match to reach Coca Cola’s core audience.
      • HIGHLIGHTS
      • Over 470,000 custom lists created during flight
      • Over 435,000 Unique Users creating lists
      • Over 353,000 Published lists resulting in over 42,000,000 est. viral newsfeed impressions
      • Over 25,000 users picked “Coke Related items’ in their list
  • 14. Integration that provides value
    • Campaign Components
    • Site wide “Enjoy the Ride Rewards” for participating in everyday activities
    • Branded confirmation pages
    • Fully branded Hub allowing Huggies to be a part of the user conversation
      • Expert’s advice editorial
      • Share your baby photos
      • Huggies Poll
      • Mom to mom forum
  • 15. relevance that makes sense
    • Campaign Components
    • Custom tiled ad unit with Mighty Dog photos
    • Custom Mighty Dog group page featuring Citizenship Kit
    • Custom branded profile template
    • Branded virtual toys
    • Sponsored the launch of Twitter integration
  • 16. targeting that is appreciated
    • Campaign Components
    • Lufthansa page featuring dynamic map, 'add as a favorite' functionality, featured $100 off next booking
    • Share' functionality of the Lufthansa $100 promotion
    • Homepage featured Lufthansa destination of the week
    • Lufthansa editorial on featured destination page
    • Custom pin on all user's maps promoting the featured weekly monthly Lufthansa destination
    • Custom pin on all user's maps promoting the giveaway destination
  • 17. Tools to build your social presence
    • Product: Dynamic Fan Page
    • Program Objective: Introduce fans to the brand, drive social engagement
    • Key Performance Indicators:
      • Program-by-program results
  • 18.
    • Appssavvy Mobile Opportunities
    • Leveraging Existing Facebook Apps on Mobile
    • Vertical Reach
    • Custom Development & Strategy
  • 19. Cross Platform: Extending Facebook Apps on Mobile
  • 20. Pre Roll: Add motion and sound to your message with video pre-roll. Available in units up to :15 seconds, Zumobi takes your video file and formats it for the device, creating a mobile video experience as seamless as the clip itself. Brand Frame: Surround the content that your mobile consumers want to see -top news, videos or other content and features--with your brand. Brand Channel: A custom brand experience featuring your product seamlessly integrated into the existing app content. Banners: All banners are actionable. A simple tap can lead to your choice of a BrandBlast page which may include an additional link to a mobile websites, YouTube video, or other web destinations. Leveraging Vertical Content
  • 21. Custom Development & Strategy
  • 22. Take-Aways
    • Social Media is about people, not properties
    • You don’t have to re-invent the wheel to be relevant in social media.
    • Don’t let campaigns die on the vine.
    • Leverage the short term to benefit the long term
    • Mobile is more than inventory
  • 23. Application Monthly Active Users CA % CA MAU REACH Friends For Sale 6,300,000 10.0% 630,000 Rock Legends 1,300,000 10.0% 130,000 MesmoTV 500,000 11.0% 55,000 Circle of Moms 2,300,000 10.0% 230,000 Family Tree 5,200,000 10.0% 520,000 Birthday Cal 5,000,000 10.0% 500,000 Status Shuffle 1,400,000 10.0% 140,000 Granada Blue 2,500,000 10.0% 250,000 Visual Bookshelf 1,000,000 2.5% 25,000 Pick Your 5 20,000,000 2.5% 500,000 Social Calendar 1,700,000 2.0% 34,000 Dogbook 900,000 6.0% 54,000 Where I've Been 900,000 10.0% 90,000 Honesty Box 2,400,000 10.0% 240,000 We're Related 21,000,000 10.0% 2,100,000 Social Bots 20,000,000 10.0% 2,000,000 Catbook 167,000 11.0% 18,370 Pagefad Sports 2,000,000 11.0% 220,000 Youtube Video Box 1,500,000 11.0% 165,000 MyBabyBook 50,000 10.0% 5,000 42 Friends 1,000,000 10.0% 100,000 Playdom 35,000,000 10.0% 3,500,000 Total CA Reach/MNTH: 11,506,370