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Jessica Rovello Presentation

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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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