"How Shutterfly Leverages Social Data"

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This document summarizes a presentation about how Shutterfly leverages social data. It discusses capturing social activities across devices, analyzing which activities drive brand performance, and optimizing creatives. It provides an example campaign for Shutterfly's photo story app. Key findings were that consuming and sharing content were the top performing social activities, and the campaign drove over 300 app installs and multiple orders. The document advocates using contextual and activity targeting to reach qualified audiences.

Marketing Technology Business

2014 iMedia Agency Summit
“How Shutterfly Leverages Social Data”
Presented by
Chris Cunningham, Co-Founder & CEO appssavvy
Denise Leone, Direct of Online Marketing & Affiliates, Shutterfly

User plays game
Ad delivered
without context and
activity not captured
The Problem
User performs activity and receives an
ad, without any context relating the ad
back to the native user experience.

User plays game
Ad delivered
WITH context
Full-screen
ad remains and social
activity is captured
Industry Opportunity
• Identify the ‘natural breaks’
• Create context to the ad experience
• Capture and leverage social activities

tweeting sharing checking in
gaming listening pinning
• More social activities being performed
than ever before
• Huge opportunity for marketers to
understand what social activities their
consumers are performing
Helping Brands Navigate
Today’s Social World

context points increase lift
5.74%
CONTROL GROUP
Ad served without context.
9,375 impressions
533 clicks
CTR
TEST GROUP
Ad served with context.
9,266 impressions
971 clicks
10.48%
CTR
2X

Why appssavvy for Shutterfly:
• Has a high composition of Shutterfly’s Mom audience,
that over-index for social, mobile, and gaming
verticals
• Unique media units with non-intrusive format
Campaign Overview:
• appssavvy’s units that are served between natural
breaks in user’s online social and gaming activities,
based upon user initiation
• 100% iOS tablet inventory
• Exclusive, high-impact custom creative units provided
an engaging user experience with 100% SOV full-
page unit, and ability to showcase video creative
Using appssavvy to
Help Drive Awareness

Shutterfly Campaign
Drive awareness of Shutterfly's Photo Story
app while increasing app installs, easily
allowing users to share their Photo Stories
digitally with friends.
16.4%
tablet CTR
318installs

TOP-PERFORMING ACTIVITES
Consuming 156 index
User’s chose to engage with Shutterfly after they had
just consumed something (watching video, browsing
photo album, listening to music station, etc.)
Sharing 138 index
User’s also engaged after they had just shared
content (post status update, share articles, send
photos/videos, etc.)

Performance
Highlights
In the campaign’s four-week flight, it drove
• 318 installs
• 234 total engagements*
• 34% engagement rate
• 188 logins
• 26 created projects
• 20 orders
*defined as ad click, login, create project, update, install

Demo Target
A18-24
Contextual Target
***Activity Target towards
creating and consuming profiles
Our advanced targeting solutions
helped Shutterfly reach the most
qualified & engaged audiences.
3 layer advanced targeting for future campaigns
150+ apps
130MM reach

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