explido - Budapest Affiliate Conference 2010
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explido - Budapest Affiliate Conference 2010

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monetising social media - Farmville is one of the greatest success stories of Facebook. Hear from our social media expert as they discuss the business model behind virtual games and how to make......

monetising social media - Farmville is one of the greatest success stories of Facebook. Hear from our social media expert as they discuss the business model behind virtual games and how to make revenue from a space that many thought was unmonetisable. Attend this session to find out more about monetising advertising in social media, virtual goods, conversion incentives, effective data capture and the opportunities for gaming companies and affiliates.

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  • 1. Customer  Journey  within  Gaming -­‐  are  you  really  ready  for  users   out  of  Social  Media? by  Dominik  Johnson  from  explido  WebMarkeAng
  • 2. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Agenda • About explido, tipp24games and affilinet • Background Customer Journey • Tipp24Games Case • Set-up • Findings • Outlook • The way forward - Monitising Social Media? • Q&A CONFERENCE  THOUGHT  LEADER
  • 3. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            About us explido WebMarketing … your agency for integrated Performance-Marketing Offices Augsburg, Hamburg Employes 85/110 Customers 122 Find us on twitter @explido Find us on facebook facebook.com/explido CONFERENCE  THOUGHT  LEADER
  • 4. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            About Tipp24Games Tipp24 Entertainment Online Skillgames Office Hamburg on twitter @tipp24games Casual-based Skillgames on facebook facebook.com/tipp24games Users play against each other Stake between 50 ct. & 10 € Winner 80%, Tipp24Games 20% CONFERENCE  THOUGHT  LEADER
  • 5. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            About affilinet affilinet No. 1 in Performance Marketing in Germany Office Munich 1.600 programs and 450.00 publishers on twitter @affilinet_de Major European player on facebook facebook.com/affilinet campaign management for sales, leads and clicks innovative developer portal CONFERENCE  THOUGHT  LEADER
  • 6. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Background Customer Journey Which Cookie wins? Is last cookie still state-of-the-art? How does the journey look like? Do I win or do I lose? CONFERENCE  THOUGHT  LEADER
  • 7. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            The journey begins CONFERENCE  THOUGHT  LEADER
  • 8. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            The journey w/in search CONFERENCE  THOUGHT  LEADER
  • 9. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            The journey w/in a publisher CONFERENCE  THOUGHT  LEADER
  • 10. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            and many other different sites CONFERENCE  THOUGHT  LEADER
  • 11. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            and then you got here first a lead and hopefully later on as a sale CONFERENCE  THOUGHT  LEADER
  • 12. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            What happened?!? Customer Journey necessary for Affiliates?!? Awareness Favourability Consideration Intent to Purchase Conversion SMM SMM ? SEA SEA ? ? ? Contact Intensity SEO SEO ? SMM AM ? ? ? PPP Display SEA Display SEA ? ? ? SMM ? Relevant Set Sales       Information / Remarketing Branding CONFERENCE  THOUGHT  LEADER
  • 13. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            How  a Customer Journey can look like Awareness Favourability Consideration Intent to Purchase Conversion SEA-­‐Brand                        21,2% 24.123 Display  10  MoAv  a                        11,6% 12.242 facebook  Kamp.                        5,2%    5.242 1d facebook  Brandpage   SEA-­‐Brand                        2,7% 2d 2h 1h Display-­‐  generisch Billiger.de SEA-­‐Produkt SEA-­‐Brand                        1,6% 4d SEA-­‐generisch SEA-­‐Brand                      0,8% 2h SEA-­‐generisch Affiliate                        0,7% Affiliate 2h Affiliate Billiger.de Relevant Set CONFERENCE  THOUGHT  LEADER
  • 14. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            but how does it look like w/in Skillgames? Customer journey lengthy, difficult to analyse SEM only „enabler“ of transaction, stands at the end of the chain Display will profit from a journey analysis Affiliate marketing positioned towards the end of the journey CONFERENCE  THOUGHT  LEADER
  • 15. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Channels which had been tracked so far and technical requirements Collecting all clicks and banner views SEM using a cookie management tool Non Brand Search SEM Brand Search Possibility of measuring all different touchpoints Affiliate Postview Affiliate SEM: campaign structured in ‚brandʻ and Click ‚non-brandʻ keywords Display ActionAllocator decides at the point of View Display sale which tracking pixels should be Click activated CONFERENCE  THOUGHT  LEADER
  • 16. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            but how does it look like w/in Skillgames? Distribu?on  of  Number  of  Touchpoints 1  Touchpoint 2  Touchpoints 3  Touchpoints 4  +  Touchpoints CONFERENCE  THOUGHT  LEADER
  • 17. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Top 10 combination models of touchpoints SEM Banner Click -> Banner View -> Banner View SEM -> SEM Banner Click Affiliate Click Banner Click -> Banner View SEM -> SEM -> SEM Affiliate Click -> Affiliate Click SEM -> SEM -> SEM -> SEM Banner Click -> Banner Click CONFERENCE  THOUGHT  LEADER
  • 18. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Which commission attribution model is right? Last cookie wins Weighed model First cookie wins CONFERENCE  THOUGHT  LEADER
  • 19. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Standard model (Last Cookie Wins) Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4 100  %       0  % 100  %     0  % 0  % 100  %   0  % 0  % 0  % 100  % CONFERENCE  THOUGHT  LEADER
  • 20. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            First Cookie Wins Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4 100  %       100  % 0  %     100  % 0  % 0  %   100  % 0  % 0  % 0  % + 25.660,00% + 29,49% - 7,04% - 41,05% - 15,49% - 96,30% CONFERENCE  THOUGHT  LEADER
  • 21. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Every Cookie Wins (somehow) Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4 100  %       50  % 50  %     40  % 20  % 40  %   35  % 15  % 15  % 35  % + 12.577,00% + 13,47% - 4,32% - 19,69% - 7,82% - 38,22% CONFERENCE  THOUGHT  LEADER
  • 22. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Findings and Outlook - The journey consists of only 4 touchpoints - Display and Brand Search have an impact on sales and leads - Postview impact is still too low, but could have the same impact as Display View - Affiliate Marketing is heavily transaction focused and will lose if commission attribution is changed • Include the SEO traffic into the game • Analyse timestamps, i.e. regular lengths of the journey and timings during the day • Increase Postview Affiliate Marketing • Play with differing commission models for affiliates (also based on business models) CONFERENCE  THOUGHT  LEADER
  • 23. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            The Way forward Monetising Social Media? CONFERENCE  THOUGHT  LEADER
  • 24. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            The Way forward Information Distribution- & Communication Networking Community & Mobile Wave Wave Wave Wave Source: google CONFERENCE  THOUGHT  LEADER
  • 25. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            The Way forward - Keep in mind, that the Customer Journey is very short w/in Skillgames - Compare the value of „SEO“ Links vs. Links coming from Social Media - Beware of the power of Social Networks... Source: google CONFERENCE  THOUGHT  LEADER
  • 26. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            ... ;o) CONFERENCE  THOUGHT  LEADER
  • 27. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Who is using Social Media? CONFERENCE  THOUGHT  LEADER
  • 28. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Build your own community w/in Social Networks e.g.: how_to_play_cards CONFERENCE  THOUGHT  LEADER
  • 29. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Monitor, find and involve „fans“ w/in Social Networks e.g.: „how to play cards“ CONFERENCE  THOUGHT  LEADER
  • 30. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            The Way forward CONFERENCE  THOUGHT  LEADER
  • 31. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            The Way forward CONFERENCE  THOUGHT  LEADER
  • 32. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            The Way forward CONFERENCE  THOUGHT  LEADER
  • 33. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Understanding the Social Network Sites 1/2 CONFERENCE  THOUGHT  LEADER
  • 34. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Understanding the Social Network Sites 2/2 CONFERENCE  THOUGHT  LEADER
  • 35. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Playing w/ CTA +85% +127% CONFERENCE  THOUGHT  LEADER
  • 36. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Playing w/ Landingpages w/in SM Elements +39% +29% +15% +124% CONFERENCE  THOUGHT  LEADER
  • 37. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Playing w/ Landingpages w/in SM Elements +48% +13% +20% +80% CONFERENCE  THOUGHT  LEADER
  • 38. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Chances and Risks... - Social Media Marketing is free... - Content is King but the idea w/in is the Queen of beauty! - If youʻre using facebook to generate leads and sales get to know the value of CTA w/in it! - Compare the value of your SEO links to the effort w/in Social Media - W/in the Gaming the video content could be the right choice even there are a lot of it already... - Challenge for q4/2k10 or 2k11 is to monitor social media w/in the customer journey and donʻt forget: - Beware of the power of Social Networks... ;o) CONFERENCE  THOUGHT  LEADER
  • 39. ADVANCED  AFFILIATE  MARKETING  –  ROOM  1            Q&A and Thank you for your attention... Dominik Johnson Senior Consultant explido WebMarketing @dominik_johnson facebook.com/dominik.johnson de.linkedin.com/in/dominikjohnson xing.com/profile/Dominik_Johnson etc. etc. etc. Phone: #+49 821 / 21 77 95 - 631 E-Mail: # dominik.johnson@explido.de CONFERENCE  THOUGHT  LEADER