Jessica Rovello Presentation

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  • With 9/21 update discovery stories were introducedThis is the first way to drive new users to your app through a viral channelEarliest version was one line, no game image and no description, fb told us you needed to have 5 friends play a game for it to surface in your feedEvidence that these are increasing/lowering standards of number of friendsPlay with the image, you cant rely on them but you do need to pay attention to them
  • Ads for things on Facebook perform betterSocial contextAlready on site, don’t want to leaveThe more targeting, the more cost-per-clickBids for ads in US higher than global adsAmazing how many people go through a rep for their campaigns. Ok, but you wont get the maximum CPI
  • If the self service option isnt right for you, there are a number of companies that have access to the fb ads API
  • One you have your campaign up optimize it as much as possible, software products offer automated a/b testing or you can do this on your ownStart new, targeted campaignsUse demographics reporting from general campaignTest successful creative against target groups, optimizeHere we have an example of the same ad only bg color change, but look at what it did for our numbers…Adding a border can increase CTRAdding a game logo or NEW burst where appropriate increases CTR
  • Jessica Rovello Presentation

    1. 1. Victory without Virality<br />Social Gaming Summit East<br />December 1st, 2010<br />Jessica Rovello<br />Arkadium<br />
    2. 2. un<br />?<br />December 1, 2010<br />December 1, 2010<br />2<br />
    3. 3. Timeline of Policy Changes<br />January 2008: Facebook begins cracking down on deceptive marketers, limits distribution of news feed stories<br />May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue<br />December 1, 2010<br />December 1, 2010<br />3<br />
    4. 4. Farmville<br />52,408,349 MAU<br />4,367,362 new users/week<br />December 1, 2010<br />December 1, 2010<br />4<br />
    5. 5. Timeline of Policy Changes<br />January 2008: Facebook begins cracking down on deceptive marketers, limits distribution of news feed stories<br />May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue<br />December 16th, 2009: Facebook limits the amount of responses and communications per user action, virality starts to decline.<br />December 1, 2010<br />December 1, 2010<br />5<br />
    6. 6. Social City<br />11,479,043 MAU<br />956,587 new users/week<br />December 1, 2010<br />December 1, 2010<br />6<br />
    7. 7. Timeline of Policy Changes<br />March 1st 2010: Facebook does away with notifications, adds bookmarks to side bar<br />January 2008: Facebook begins cracking down on deceptive marketers, limits distribution of news feed stories<br />May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue<br />May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue<br />May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue<br />December 16th, 2009: Facebook limits the amount of responses and communications per user action, virality starts to decline.<br />December 1, 2010<br />December 1, 2010<br />7<br />
    8. 8. Millionaire City<br />5,752,194 MAU<br />479,350 new users/week<br />December 1, 2010<br />December 1, 2010<br />8<br />
    9. 9. MAU Growth of the Three Games<br />December 1, 2010<br />December 1, 2010<br />9<br />
    10. 10. Timeline of Policy Changes<br />January 2008: Facebook begins cracking down on deceptive marketers, limits distribution of news feed stories<br />March 1st 2010: Facebook does away with notifications, adds bookmarks to side bar<br />May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue<br />May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue<br />May 2007: Virality begins with access to Facebook Platform, Spam becomes an issue<br />Sept. 21st 2010: Facebook takes games off newsfeed, virality limited to discovery stories, invites<br />December 16th, 2009: Facebook limits the amount of responses and communications per user action, virality starts to decline.<br />December 1, 2010<br />December 1, 2010<br />10<br />
    11. 11. Impact on Zynga<br />First round of virality limitations<br />Removal of wall posts for games<br />December 1, 2010<br />December 1, 2010<br />11<br />
    12. 12. December 1, 2010<br />December 1, 2010<br />12<br />So what do we do now?<br />
    13. 13. December 1, 2010<br />December 1, 2010<br />13<br />Discovery Stories <br />From this…<br />To this…<br />
    14. 14. Advertising<br />December 1, 2010<br />Facebook Ads<br />Games Dashboard Promotion<br />December 1, 2010<br />14<br />
    15. 15. <ul><li>Begin with very general targeting
    16. 16. Target a large population (i.e. US users, any age)
    17. 17. Determine a baseline for CPI
    18. 18. Large volume of potential users</li></ul>December 1, 2010<br />December 1, 2010<br />15<br />Self Service Ad Platform<br />
    19. 19. <ul><li>Bulk upload and editing of ads
    20. 20. Ad scheduling, i.e. “Monday night ads”
    21. 21. Automated bid strategies
    22. 22. Conversion tracking from click to install</li></ul>December 1, 2010<br />December 1, 2010<br />16<br />Ad Management Tools <br />
    23. 23. Optimize! Optimize! Optimize!<br />13% lower overall CPI than orange<br />Lower CPAs for users 25 and under, and users 35-54<br />December 1, 2010<br /><ul><li>40% lower CPI for users 55+ than blue
    24. 24. Slightly lower CPI for users 25-34</li></li></ul><li>December 1, 2010<br />December 1, 2010<br />18<br />Invites<br />
    25. 25. December 1, 2010<br />December 1, 2010<br />19<br />AKA the Wall Post loophole <br />Creative “Invites” <br />
    26. 26. December 1, 2010<br />20<br />Gifting <br />December 1, 2010<br />
    27. 27. Likes <br />December 1, 2010<br />December 1, 2010<br />21<br />
    28. 28. December 1, 2010<br />December 1, 2010<br />22<br />Cross Promotion<br />You don’t have to be Zynga to Cross Promote<br />
    29. 29. What Matters in 2011<br />Then<br />Now<br />MAU<br />DAU<br />ARPU<br />DARPU<br />Growth<br />Retention<br />December 1, 2010<br />December 1, 2010<br />23<br />

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