Chris Cunningham is the co-founder and CEO of Appssavvy, a social media sales and marketing firm founded in 2007. Appssavvy has 32 employees headquartered in NYC and represents premium social apps to help marketers meet their objectives. Some of Appssavvy's major clients include Coca-Cola, Target, and Ubisoft. Appssavvy leverages trends and active audiences across social platforms like Facebook to weave branded content into conversations. Through strategic social campaigns within apps, Appssavvy has driven engagement, awareness, and sales for its clients.

1. Chris Cunningham
Co-founder and CEO
chris@appssavvy.com
Twitter: @appssavvyceo

2. the family
 Founded November 2007 in
response to the demand
around the opening of the
Facebook Developer API
 32 coast-to-coast employees,
headquartered in NYC
 The only dedicated sales
force within the social media
space

3. appssavvy team, not including myself
Michael Burke, Co-founder and President
o Freewebs
o Yahoo!
o HotJobs
Calvin Wong, EVP Sales Operation and Product
o Community Connect, Inc. (CCI)
o CCI acquired by Radio One (NASDAQ: ROIK)
Todd Bowman, SVP of Sales
o Condé Nast Digital
o Forbes.com
o Conducive
Investors
o TRUE Ventures (Lead)
o Scott Kurnit, Founder of About.com
o The New York Times Company
o Wider Wake Networks

4. the model
 Appssavvy partners with best-
in-class 3rd party developers
to offer unique integration
opportunities within the most
popular social applications
 The app companies we
represent rely solely on
appssavvy to meet the needs
of marketers
Thought Starter: Social games are expanding the audience beyond traditional young male video-gamers and casual gamers, who tend to be
women over 35. Such games are the hottest thing going in the $13 billion online-gaming market.

5. what we do
 Over the past 2 years, appssavvy has been a trusted resource and
market leader in strategizing and executing objective-based social
media programs and campaigns
 By leveraging current social trends and the most active audiences
across social platforms, we weave branded content into existing
conversations
The result: our client’s social objectives are achieved and the user
experience is enhanced

6. recognition
 To date, appssavvy has
executed over 150 brand
campaigns, many of which
have won or have been
nominated for awards
 70% of our business is
comprised of repeat
advertisers

7. evolution continues…
 For social applications, Facebook is the leader, and now many other
platforms are emerging to support developers and advertisers
 Ongoing research, experience and continual discovery is essential
 Appssavvy represents premium application inventory; apps that focus on
community, entertainment and value
 Many apps are outpacing traditional websites for people’s time and interest
 The brand social page is the foundation for the overall social strategy, and is
as important as a traditional website

8. social communities
on on
on
on on
on
on on

9. social apps
on
Social Interview on
on
Status Shuffle
on
on on
on

10. social games
on
on
on
on
on on on

11. social solutions
1 2
DRIVE ENGAGEMENT GET IN THE NEWS FEED
Attract
&
3
SEED CONVERSATION
Engage
Intro
&
Optimize Invite
&
Measure 4
GET FANS
7 FAN MANAGEMENT
2-Way
Dialogue
STRATEGIES
5 MEDIA SUPPORT
for your social initiatives
6 CONTENT & VIDEO
DISTRIBUTION

12. objective: user engagement
best practices: UHE, Public Enemies DVD
Objectives:
– Drive user engagement with the Public
Enemies brand
– Generate mass, viral brand awareness
through the news feed
– Increase purchase intent for the DVD and
Blu-ray release
– Drive sales of the DVD both on and offline
Application:
on
Results:
– 54M Public Enemies loot interactions
– 44M Public Enemies jobs completed
– 992M est. branded news feed impressions

13. objective: get in the news feed
solution: integration within existing social activity = millions of news feed
impressions
Coca-Cola Open Happiness:
53M est. viral impressions
Public Enemies DVD:
992M est. viral impressions
Assassin’s Creed II:
831M est. viral impressions
Did you know? The average Facebook user has 130 friends. The average application user has 250 friends.

14. objective: seed conversation
best practices: Target, Back to School
Objective:
– Drive sales
– Promote connection with Moms
through relevant conversations
– Reinforce value to mothers in
appropriate environments
Application:
on
KPI results:
– 8,800 clicks to Target.com
– 22,000 new members joined the
custom BTS Zone, generating 400
posts and replies
– 18% CTR within Target BTS Zone
– 8,885 branded polls completed
Did you know? Circle of Moms is the largest destination for Moms on the Internet with 8.5M registered Moms.

15. objective: get fans
solution: seed content within contextual social communities and
apps, get real fans
FAN DRIVER OPPORTUNITIES:
1. Leverage social
campaigns
2. Premium, contextually
relevant fan drivers
Absolut: General Mills:
113k new fans 5k new fans (100% Moms)
3. Acquire fans by volume
on a cost-per-fan basis
Coke Zero: 500k new fans

16. objective: targeted content & video distribution
best practices: Ubisoft, Assassin’s Creed
Objectives:
– Drive trailer views
– Build excitement, intrigue and inform the
target market around the launch of the
franchise
– Increase purchase intent
– Drive sales of the game both on and offline
Application:
on
Results:
– 1.8M Assassin’s Creed video views
• 27% video completion rate
– 1.8M completed AC missions
– 850M est. branded news feed impressions

17. objective: targeted content & video distribution
solution: leverage existing engagement within mobile apps to create
fluid, targeted brand engagement
MOBILE INTEGRATION OPPORTUNITIES:
Existing communities Mobile specific social Immersive on-the-go
that extend into mobile communities content
Cross platform brand Programs that are natural to the Opt-in Brand experiences that
integration points behavior of mobile consumers are as rich as the app content

18. objective: establish fan management strategies
solution: establish & maintain a social presence with out-of-the-box fan
page creation & management tools
Attract
&
Engage
Intro
&
Invite
Optimize
&
Measure
2-Way
Dialogue

19. 10 best practices
1. Apps are platform agnostic, media should be too
2. Understand your paid versus earned media opportunities
3. Allow your campaign to be shared via the news feed
4. People are the new destination
5. Old rules may apply, but you must challenge them
6. Key Performance Indicators (KPIs) – embrace them
7. Commitment to the program, from all brand teams, is essential
8. Building trust is invaluable
9. Social Media planning should begin before the RFP
10. Leverage experience – real experience

20. Thank You!