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OfferPal: Monetizing Traffic with Virtual Currency
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OfferPal: Monetizing Traffic with Virtual Currency

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  • 1. Slide title goes here… Offerpal Media Inc. Confidential Incentivize and Monetize Social Traffic with Virtual Currency SNAP Summit Anu Shukla Founder & CEO, Offerpal Media, Inc.
  • 2.
      • Why Virtual Currency?
      • Top Ways Your Users Can Earn Virtual Currency
      • Integrating Virtual Currency Into the User Experience
      • Promoting Virtual Currency = Monetization
      • Optimizing Your Virtual Currency
      • Conclusion
    Agenda
  • 3.
    • Phenomenal Growth…
    • 68% of all US Internet users use social networks**
    • 580M+ social network users worldwide***
    • 29 Billion minutes spent on SN in July 08**
    • 67 Billion pageviews in July 08**
    The Social Network Advertising Dilemma * Robert Peck, Bear Stearns, August, 2007 ** comScore July 2008 ** * comScore World Metrix June 2008
    • Non-effective advertising
    • Interrupt-driven CPM banners: <50c CPM
    • Out of context CPC ads: <$1 CPM
    • Video ads: $1-$2+ CPM
    829M Users 733M Users 89.6% 83.3% SN Users as % of Total Internet Users* 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2006 2007 2008 2009 2010 90 %+ penetration 870M+ Users by 2010
  • 4. User Engagement >$100 eCPM <10¢ eCPM Highest Advertising Industry eCPMs Monetization <$1 eCPM Ave app earns $75/day per 1000 DAU, some >$200/day CPM Banners CPC Adsense Monetization for Virtual Currency and Digital Products
  • 5. Virtual Currency in Social Applications
  • 6. Virtual Currency in Virtual Worlds
  • 7. Virtual Currency in Social Games
  • 8. Top Ways Your Users Can Earn Currency
  • 9.
    • #1: Logging in
    • Increases stickiness
    • Creates loyalty
    • Improves frequency of return visits by 10 – 20%
    Top Ways Your Users Can Earn Currency
  • 10. Top Ways Your Users Can Earn Currency
    • #2: Inviting Friends
    • Increases virality
    • Quickens growth
    • Helps grow applications up to 30% faster than without incentivization
  • 11. Top Ways Your Users Can Earn Currency
    • #3: Completing Tasks
    • Deepens user engagement
    • Focuses user attention
    • Increases user activity up to 20x or more on incentivized activities over non-incentivized activities
  • 12. Top Ways Your Users Can Earn Currency
    • #4: Completing Offers
    • Monetizes traffic
    • Taps into user motivation
    • Generates on average $75 per day per 1,000 Daily Active Users
  • 13. Integrating Currency Into the User Experience
  • 14.
    • MMORPGs:
    • Allow users to communicate with their friends in a fun and competitive environment
    • Use points, levels, and currency to fuel competition and keep the user focused on advancing within the game
    Integrating Currency Into the User Experience
  • 15.
    • Functional Goods in MMORPGs:
    • Goods that meaningfully alter the user experience
    • Allows users to add more weapons, increase protection, add more lives, etc.
    Integrating Currency Into the User Experience
  • 16. Integrating Currency Into the User Experience
    • Providing Tips:
    • Focuses user’s attention on what you want them to do
    • Shapes user behavior and click-paths
  • 17. Integrating Currency Into the User Experience
    • Social Interactions:
    • A form of self-expression in a social context
    • Contribute to a cause
    • Currency is earned to facilitate the exchange
  • 18. Integrating Currency Into the User Experience
    • Customization:
    • Customizing the avatar increases user investment and creates a barrier to exit
  • 19. Promoting Virtual Currency = Monetization
  • 20. Promoting Virtual Currency = Monetization
    • Promote currency within your app
    • Use banners, prestitials, reg-path offers or other forms of display ads
    • Include buttons or tabs in your nav bar, status bar, and other consistent placements
    • Currency-driven banners generate 10x click-through rates of non-incentivized banners
  • 21.
    • Integrate currency into the game experience
    Promoting Virtual Currency = Monetization
  • 22. Promoting Virtual Currency = Monetization
    • Promote currency on other apps/sites
    • Remind users to return your app
    • Re-engage with inactive users
    • Target inactive users on relevant sites/apps
  • 23. Promoting Virtual Currency = Monetization
    • Use multiple communication vehicles:
    • Email
    • Notifications
    • Contextual touch points
  • 24. Optimizing Your Virtual Currency
  • 25. Optimizing Your Virtual Economy
    • Maintain a balanced economy
    • Manage inflation by not issuing too much currency
    • Monitor trades or exchanges, if allowed
    • Keep an eye out for “gold farming” and fraud
  • 26. Optimizing Your Virtual Economy
    • Setting your exchange rate
    • Increases or decreases to your exchange rate can impact revenue numbers between 5 – 25%
    • Adjust the exchange rate based on
      • Which level the user is at within your game
      • A specific advertising offer
      • The behavior of specific users
      • Etc.
  • 27. Optimizing Your Virtual Economy
    • Measure, Test and Analyze
    • Offerpal Media’s testing platform monitors and optimizes:
      • Revenues
      • eCPM
      • Click-Through Rates
      • Take Rates
      • Exchange Rates
      • Conversions
      • Revenue/Click
      • Revenue/Completion
  • 28. Join More Than 400 Top Apps Today!
    • On-board in minutes:
    • http://www.myspace.com/offerpal
    • http://apps.facebook.com/offerpalmedia
    • Ask about our App Install program
    • Sign up for our White Paper
    • Attend our Facebook Developers Garage

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