The document discusses leveraging social media, specifically Twitter and Facebook, for mobile app marketing. It provides an overview of the app marketing ecosystem and landscape. The bulk of the document focuses on strategies for app marketing on Facebook, including targeting options, how campaigns work, performance tips like testing images and messages, and case studies on campaigns for specific mobile games.

1. Leveraging
Social
for
Mobile
User
Acquisi6on
Jo
Wightman

2. What
we’ll
cover
• What’s
the
landscape
for
App
marke6ng?
• App
marke6ng
on
TwiCer
• App
marke6ng
on
Facebook
• What
it
is
and
how
it
works
• Performance
6ps
• Examples

3. App
Marke6ng
Ecosystem
Social
is
one
component
of
a
balanced
approach,
not
a
standalone
strategy
Incen6vized
Non-­‐Incent
Networks
&
Aggregators
RTB
Exchanges
Social
Publisher
Direct

4. Main
social
venues
for
mobile
app
marke6ng
Twi%er
§ Sponsored
tweets
§ Celebrity
tweets
Facebook
§ Ad
type
specific
to
apps
§ Powerful
targe6ng
op6ons

5. Fiksu
Experience
Nearly
15
million
Facebook
Installs
77
Countries
Facebook
Campaigns
Sustain,
Burst,
Loyal
User
Strategies
for
Social
Marke6ng
for
Games

6. TwiCer
• 184
million
mobile
MAU
(Q4
2013)
• Developing
a
mobile
app
marke6ng
unit
• Two
main
op6ons
today:
• Sponsored
tweets
• Celebrity
tweets
• Measured
via
3rd
party
digital
fingerprin6ng

7. Why
Market
your
game
with
Facebook?

8. Reach!
WW
Smartphone
and
Tablet
Users
49%
Other Users
51%
Facebook Mobile Users
63%
of
UK
Smartphone
users
are
on
Facebook
Data
sources:
eMarketer,
Facebook;
Fiksu
es6mate
of
overlap
between
tablets
and
Smartphones

9. Precise
Audiences
&
Insight
Demographic
Educa6on
Rela6onships
Countries,
Regions,
Ci6es,
Zip,
Radius
Locales,
Gender,
Age
Educa6on
Status,
College
Networks,
College
Majors
Work
Networks,
College
Years
Rela6onship
status
Interested
in
Device
OS
Version,
User
Device
(brand)
Wireless
Carrier
Keywords
&
Interests
Broad
interests
Keywords
Custom
Audiences
“Lookalikes”
Phone,
Email,
Iden6fiers

10. Reengagement
Direct
Call
to
Ac6on
Play
Game
Requires
deep
links
Can
be
combined
with
custom
audience
targe6ng

11. Results
–
Facebook
vs.
Other
Sources
(Games)
Cost
per
Click
9x
higher
Conversion
rate
12x
higher
Purchase
Rate
1.2x
higher
Cost/
Purch
User
15%+
lower

12. How
it
works

13. Highly
Effec6ve
Ad
Unit
for
Apps
Link
directly
to
the
App
Stores!

14. Power
Editor
Environment
to
manage
ads
• Create
campaigns
and
ads
• Upload
banners
and
text
• Set
targe6ng
criteria
• Place
bids
• See
results

15. Acceptable
and
unacceptable
ads
Nope
Nope
Con6nually
test
images
and
message!
Impact
CPI
by
up
to
39%
OK!

16. Set
targe6ng
op6ons

17. Sample
ranges
<$0.50
-­‐
$4.50
CPI
Range
$1-­‐$2
Typical
CPI
Over
25,000
Installs
in
one
day

18. Performance
Tips

19. Performance
Tips
• Targe6ng
and
bidding
• Get
crea6ve
with
interests
• Granular
targe6ng
• Test,
test
test!

20. Driving
Results
Bidding
Targe9ng
• Keywords
–
broad
as
possible
while
s6ll
relevant
• Use
customer
demographics,
personas,
and
Prizm
code
research
• Friends,
friends
of
friends
• “Op6mized
CPM”
-­‐
pulls
more
volume
at
lower
price
•
Requires
aCribu6on
integra6on
• CPA
another
op6on
• Requires
learning
to
u6lize
• Use
Custom
Audiences
Con6nually
refine
bid
rates
and
targe6ng

21. Get
crea6ve
with
interests
Explore
related
interests
for
correla6ons
Facebook
–
basic
tools

22. Granular
Targe6ng
for
Best
Performance
Good
news:
almost
infinite
set
of
combina6ons
Bad
news:
almost
infinite
set
of
combina6ons

23. Fiksu
Advanced
Op6miza6on
for
Facebook
Programma6cally
test
micro-­‐campaigns
Con6nuous
Op6miza6on
Intelligent
bidding
to
maximize
LTV
Allocate
budgets
Build
new
audiences

24. Benefits
Granular
RT
Op6miza6on
Aver
$0.74
Before
$0.95
22%
reduc6on
in
CPI!

25. Automa6on
&
algorithms
bring
predictability

26. A
marketer’s
work
is
never
done….
• Facebook
is
con6nually
evolving
its
solu6on
• Campaign
satura6on
a
real
issue
–
be
nimble
• Costs
can
and
do
fluctuate
• Con6nuous
tes6ng
to
ensure
best
performance

27. Case
Study:
Top
50
Games
App
(Card
BaCler)
Goal:
Boost
worldwide
revenue
&
volume
Strategy:
Non-­‐incent
sources
(13
networks)
Results:
Approx.
300k
conversions
over
6
weeks,
23
countries
Facebook:
Tested
thousands
of
micro-­‐campaigns:
demographics,
interests,
and
lookalike
audiences.
Honed
down
to
720
top
campaigns.
Results:
Purchasers
50%
of
total
CPI
$1.61
ARPU
Highest–
40%
more
than
next
alterna6ve
User
quality
Mone6za6on
metrics
matched
organics

28. Case
Study
–
Volume
Push–
Puzzle
Game
Goal:
Acquire
over
300k
high
quality
users,
19
countries,
one
week
Strategy:
24
networks
u6lized,
all
non-­‐incent
Facebook:
850
discrete
campaigns
run
u6lizing,
Interest
targe6ng,
custom
audiences
and
other
techniques.
Facebook
drove
largest
number
of
downloads
-­‐
37%
of
total
Results:
Volume
141%
of
goal
Conversion
Rate
25%
average
to
37%
Cost
per
Install
$1.94
to
$0.77
Rank-­‐Select
markets
Top
5
and
10

29. Facebook
–
great
channel
for
games
• Sustain/Loyal
Users,
burst
campaigns
• Great
reach
• Insight
&
performance
via
audience
segmenta6on
• Not
a
“set
and
forget”
playorm!
• Con6nuous
tes6ng
• Use
automa6on
and
algorithmic
op6miza6on
for
best
results

30. Thank
You!
Learn
more:
www.fiksu.com/ebooks
Want
to
talk?
jo@fiksu.com
www.fiksu.com
@fiksu