explido - Budapest Affiliate Conference 2010

Customer Journey within Gaming -‐ are you really ready for users out of Social Media? by Dominik Johnson from explido WebMarkeAng

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

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

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

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

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

ADVANCED AFFILIATE MARKETING – ROOM 1 The journey begins CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 The journey w/in search CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 The journey w/in a publisher CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 and many other different sites CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 and then you got here ﬁrst a lead and hopefully later on as a sale CONFERENCE THOUGHT LEADER

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

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

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

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

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

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

ADVANCED AFFILIATE MARKETING – ROOM 1 Which commission attribution model is right? Last cookie wins Weighed model First cookie wins CONFERENCE THOUGHT LEADER

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

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

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

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

ADVANCED AFFILIATE MARKETING – ROOM 1 The Way forward Monetising Social Media? CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 The Way forward Information Distribution- & Communication Networking Community & Mobile Wave Wave Wave Wave Source: google CONFERENCE THOUGHT LEADER

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

ADVANCED AFFILIATE MARKETING – ROOM 1 ... ;o) CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 Who is using Social Media? CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 Build your own community w/in Social Networks e.g.: how_to_play_cards CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 Monitor, ﬁnd and involve „fans“ w/in Social Networks e.g.: „how to play cards“ CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 The Way forward CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 Understanding the Social Network Sites 1/2 CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 Understanding the Social Network Sites 2/2 CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 Playing w/ CTA +85% +127% CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 Playing w/ Landingpages w/in SM Elements +39% +29% +15% +124% CONFERENCE THOUGHT LEADER

ADVANCED AFFILIATE MARKETING – ROOM 1 Playing w/ Landingpages w/in SM Elements +48% +13% +20% +80% CONFERENCE THOUGHT LEADER

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

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

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explido - Budapest Affiliate Conference 2010

by explido WebMarketing GmbH & Co. KG on Oct 14, 2010

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explido - Budapest Affiliate Conference 2010 — Presentation Transcript