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Facebook Apps & Games // Erfolgsrezepte und Kennzahlen

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Facebook Apps und Games gehören zum effektiven Social-Media-Marketingmix. Sie ermöglichen virale Kampagnen, fesselnde Gewinnspiele und direkte Monetisierung auf Facebook. Doch was funktioniert und was ist auf Facebook erlaubt? Der Vortrag stellt wesentliche Konzepte erfolgreicher Facebook Apps und Games vor und erklärt die wesentlichen Kennzahlen zur Erfolgsmessung (MAU-Factor, Stickiness etc.).

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Facebook Apps & Games // Erfolgsrezepte und Kennzahlen

  1. 1. Martin Szugat | SnipClip GmbH<br />Facebook Apps & Games //<br />Erfolgsrezepte und Kennzahlen<br />
  2. 2. Abstract<br />Facebook Apps und Games gehören zum effektiven Social-Media-Marketingmix. Sie ermöglichen virale Kampagnen, fesselnde Gewinnspiele und direkte Monetisierung auf Facebook. Doch was funktioniert und was ist auf Facebook erlaubt? Der Vortrag stellt wesentliche Konzepte erfolgreicher Facebook Apps und Games vor und erklärt die wesentlichen Kennzahlen zur Erfolgsmessung (MAU-Factor, Stickiness etc.).<br />
  3. 3. Agenda<br />Wozu brauche ich Facebook Apps & Games?<br />Wie messe ich den Erfolg von Facebook Apps & Games?<br />Was darf ich machen und was sollte ich machen?<br />Wie optimiere ich die Erfolgschancen meiner App?<br />
  4. 4. 0. Was sind meine Ziele auf Facebook?<br />
  5. 5. Die neue Startseite im Internet<br />
  6. 6. Der Nachzügler: Deutschland<br />
  7. 7. SMARTe Ziele<br />Quelle: http://de.wikipedia.org/wiki/SMART_(Projektmanagement)<br />
  8. 8. SMARTe Ziele auf Facebook<br />
  9. 9. I. Wozu brauche ich eine Facebook App?<br />
  10. 10. Fish Where The Fishes Are.<br />Users<br />Fans<br />Ambassadors<br />#<br />1) Campaign Seeding<br />2) User-generated Targeting<br />3) Conversion<br />
  11. 11. Feedback Loop<br />1<br />2<br />3<br />Nutzer werden Fans.<br />Fans nehmen an Kampagne teil.<br />Fans laden Freunde ein.<br />Facebook Ad<br />Facebook Page<br />Facebook App<br />4<br />Freunde werden ebenfalls zu Fans.<br />Virale / Aktive / KauffreudigeNutzergruppen<br />
  12. 12. Gründe für Facebook Apps<br /><ul><li>Landing-Page (Willkommens-Tab-Reiter)
  13. 13. Promotions (Gewinnspiele, Wettbewerbe, Coupons etc.)
  14. 14. Virale und interaktive Kampagnen
  15. 15. Content- bzw. Post-Management-System
  16. 16. Integration von Twitter, YouTube etc.
  17. 17. Shops
  18. 18. …</li></li></ul><li>Apps vs. Ads<br /><br /><br />398% mehr Nutzer *<br />Sechs Mal mehr Impressions*<br />↑<br />€<br />78% weniger Kosten *<br />100% höhere Kaufintention **<br /><br /><br />100x höhere Klickraten ***<br />75x mehr Engagement *<br /> * http://www.buddymedia.com/images/documents/socialmatheconomiccase.pdf<br /> ** http://www.appssavvy.com/virtualgoods/<br />*** http://www.adnectar.com/press/release/little-gift-big-lift-virtual-goods-prove-to-be-a-highly-effective-ad-medium/)<br />
  19. 19. II. Wie messe ich den Erfolg meiner Facebook App?<br />
  20. 20. PirateStrategy: AARRR<br />Acquisition<br />Referral<br />Retention<br />
  21. 21. Viral & Engagement Loops<br />Active User<br />
  22. 22. EdgeRank<br />Quelle: http://techcrunch.com/2010/04/22/facebook-edgerank/<br />
  23. 23. Data In, Metrics Out<br />
  24. 24. DAU / WAU / MAU<br /> MAU: MonthlyActive User<br />DAU: Daily Active User <br />ABER: „active“ ≠ „aktiviert“<br />Quelle: http://www.appdata.com/apps/facebook/205952622761933-mayersche-rallye<br />
  25. 25. Stickiness<br />Vorsicht: starkes Wachstum zieht die Stickiness künstlich nach oben!<br />Quelle: http://www.appdata.com/apps/facebook/205952622761933-mayersche-rallye<br />
  26. 26. Retention & Churn<br /> Cohort Analysis: Tage, Woche und Monate<br />
  27. 27. Referral: k-Factor<br />k-Factor> 1  Virales Wachstum<br />k-Factor = Number of Invitesx AcceptanceRate<br />
  28. 28. Stickiness, Virality & Churn<br />Quelle:http://www.slideshare.net/jefftee/top-10-social-gaming-metrics-2353273<br />
  29. 29. ARPU & ARPPU<br />Users: 100 Nutzer<br />Revenue: 100 €<br />100%<br />5%<br />ARPPU: 20 €<br />(Average Revenue Per Paying User)<br />ARPU: 1 €<br />(Average Revenue Per User)<br />
  30. 30. Ganzheitlich<br />Erfolg  User AcquisitionCost < Lifetime Network Value<br />[Approx.: LTNV = 1/(1-k) * ARPU * User Lifetime]<br />Quelle: http://www.slideshare.net/jefftee/top-10-social-gaming-metrics-2353273<br />
  31. 31. III. Was darf ich machen und was sollte ich machen?<br />
  32. 32. Einfluss- und Erfolgsfaktoren<br />
  33. 33. Strategische Erfolgsfaktoren<br />Facebook Spezifische Anforderungen<br />Vom Ende her denken.<br />Vom Anfang her denken.<br />Ganzheitlich denken.<br />Vernetzt denken.<br />Global denken.<br />In Experimenten denken.<br />An die Conversion denken.<br />
  34. 34. Konzeptionelle Erfolgsfaktoren<br />Facebook Spezifische Anforderungen<br />Mehr- bzw. Unterhaltungswert<br />Soziale Interaktion<br />Spielerische Mechanismen<br />Einfachheit vor Features<br />Kommunikation über den News-Feed<br />Interaktion vor Reichweite<br />Kombination von Apps, Ads und Page<br />
  35. 35. Technische Erfolgsfaktoren<br />Facebook Spezifische Anforderungen<br />Keep it simple.<br />Keep itsmall.<br />Keep youuptodate.<br />Experiment first.<br />Don‘t hack Facebook.<br />Expecttheworst, prepareforthe best. <br />Facebook sucks – sometimes. ;-)<br />
  36. 36. Rechtliche Misserfolgsfaktoren<br />Europäische Datenschutzrichtlinie<br />Nationale Gesetzgebung (u.a. Gewinnspiele, Urheberrecht, Markenrecht etc-)<br />Facebook Terms<br />Facebook PlatformPrinciples<br />Facebook PlatformPolicies<br />Facebook Promotion Guidelines<br />Facebook Advertising Guidelines<br />Facebook Spezifische Anforderungen<br />
  37. 37. IV. Wie optimiere ich die Erfolgschancen meiner App?<br />
  38. 38. „Engagement isthenewVirality“<br />Optimierung der 1) App und 2) Ads<br />Revenue<br />Reach<br />Retention<br />
  39. 39. Metric-Driven Design<br /><ul><li>MicroFunnels
  40. 40. MacroFunnels
  41. 41. A/B Split Testing
  42. 42. Multivariate Testing
  43. 43. Trial & Error
  44. 44. Copy & Adapt</li></li></ul><li>Trichter-Analyse<br />
  45. 45. AAR: Conversion!!!<br />
  46. 46. Conversion & Correlation<br />Landing Page für Produkt A:<br />Landing Page für Produkt B:<br />
  47. 47. SocialAnalytics<br /><ul><li>Events statt Clicks
  48. 48. People statt Pages
  49. 49. Properties statt Parameters</li></ul>http://www.mixpanel.com<br />http://www.kontagent.com/<br />http://www.brighteroption.com/SAM/index.htm<br />
  50. 50. Codename „Sobui“<br />
  51. 51. CorrelationDetection<br />
  52. 52. Links & Literatur<br />http://twitter.com/snipclip<br />http://andrewchenblog.com<br />http://www.allfacebook.com<br />http://www.insidefacebook.com<br />Trial & Error ;-)<br />

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