Michael Burke


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

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Michael Burke

  1. 1.
  2. 2. The Facts <ul><li>Applications leverage platforms to provide better experiences than if built as stand alone sites. </li></ul><ul><li>Applications have improved social networks and mobile experiences. </li></ul><ul><li>Advertising should leverage activity and content; not merely inventory or impressions. </li></ul>
  3. 3. Facebook is… reuniting friends sharing photos keeping friends updated
  4. 4. Mobile is… Calling Emailing Texting
  5. 5. what else do people want? planning games entertainment where to go advice
  6. 6. What’s the Solution?
  7. 7. 2 years later - what’s happened? <ul><li>100MM+ monthly active users on Facebook applications </li></ul><ul><li>2 Billion iPhone apps downloaded </li></ul><ul><li>Top applications focus on gaming, pets, family, entertainment and travel </li></ul><ul><li>Largest application today has over 50 Million Monthly Users </li></ul><ul><li>Applications have expanded to MySpace, Yahoo, LinkedIn, iGoogle, and many other social networks </li></ul><ul><li>“ THERE’S AN APP FOR THAT” </li></ul>*All Data provided by Facebook
  8. 8. But there are still questions… <ul><li>How do you best leverage applications? </li></ul><ul><li>Does my brand make sense for social media? </li></ul><ul><li>Should we build an application? </li></ul><ul><li>But I don’t use applications. </li></ul>
  9. 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. 10. who are we and what do we care about? We are the direct sales team for leading social applications and communities. <ul><li>delivering relevance… </li></ul><ul><ul><li>&quot;We have experienced tremendous success in creating the fastest-growing community of moms on the Internet,&quot; said Ephraim Luft, CEO of Circle of Moms. &quot;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.&quot; </li></ul></ul><ul><li>top tier brands connecting… </li></ul><ul><ul><li>“ 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.” </li></ul></ul><ul><li>relationships between advertisers and consumers… </li></ul><ul><ul><li>&quot;We couldn't be more excited about this partnership with appssavvy,&quot; said Geoffrey B. Roche, co-founder of Poolhouse. &quot;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.” </li></ul></ul>
  11. 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. 12. Programs are only as good as…. <ul><li>The purpose they serve </li></ul><ul><li>Their ability to leverage existing activity </li></ul><ul><li>The interaction created directly with users </li></ul>
  13. 13. programs that create momentum <ul><ul><li>appssavvy utilized an application with high user engagement and we incorporate Coca Cola’s brand into the user experience. </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>HIGHLIGHTS </li></ul></ul><ul><ul><li>Over 470,000 custom lists created during flight </li></ul></ul><ul><ul><li>Over 435,000 Unique Users creating lists </li></ul></ul><ul><ul><li>Over 353,000 Published lists resulting in over 42,000,000 est. viral newsfeed impressions </li></ul></ul><ul><ul><li>Over 25,000 users picked “Coke Related items’ in their list </li></ul></ul>
  14. 14. Integration that provides value <ul><li>Campaign Components </li></ul><ul><li>Site wide “Enjoy the Ride Rewards” for participating in everyday activities </li></ul><ul><li>Branded confirmation pages </li></ul><ul><li>Fully branded Hub allowing Huggies to be a part of the user conversation </li></ul><ul><ul><li>Expert’s advice editorial </li></ul></ul><ul><ul><li>Share your baby photos </li></ul></ul><ul><ul><li>Huggies Poll </li></ul></ul><ul><ul><li>Mom to mom forum </li></ul></ul>
  15. 15. relevance that makes sense <ul><li>Campaign Components </li></ul><ul><li>Custom tiled ad unit with Mighty Dog photos </li></ul><ul><li>Custom Mighty Dog group page featuring Citizenship Kit </li></ul><ul><li>Custom branded profile template </li></ul><ul><li>Branded virtual toys </li></ul><ul><li>Sponsored the launch of Twitter integration </li></ul>
  16. 16. targeting that is appreciated <ul><li>Campaign Components </li></ul><ul><li>Lufthansa page featuring dynamic map, 'add as a favorite' functionality, featured $100 off next booking </li></ul><ul><li>Share' functionality of the Lufthansa $100 promotion </li></ul><ul><li>Homepage featured Lufthansa destination of the week </li></ul><ul><li>Lufthansa editorial on featured destination page </li></ul><ul><li>Custom pin on all user's maps promoting the featured weekly monthly Lufthansa destination </li></ul><ul><li>Custom pin on all user's maps promoting the giveaway destination </li></ul>
  17. 17. Tools to build your social presence <ul><li>Product: Dynamic Fan Page </li></ul><ul><li>Program Objective: Introduce fans to the brand, drive social engagement </li></ul><ul><li>Key Performance Indicators: </li></ul><ul><ul><li>Program-by-program results </li></ul></ul>
  18. 18. <ul><li>Appssavvy Mobile Opportunities </li></ul><ul><li>Leveraging Existing Facebook Apps on Mobile </li></ul><ul><li>Vertical Reach </li></ul><ul><li>Custom Development & Strategy </li></ul>
  19. 19. Cross Platform: Extending Facebook Apps on Mobile
  20. 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. 21. Custom Development & Strategy
  22. 22. Take-Aways <ul><li>Social Media is about people, not properties </li></ul><ul><li>You don’t have to re-invent the wheel to be relevant in social media. </li></ul><ul><li>Don’t let campaigns die on the vine. </li></ul><ul><li>Leverage the short term to benefit the long term </li></ul><ul><li>Mobile is more than inventory </li></ul>
  23. 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