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Instagram Celebrities: are they the new cats? - Targetsummit Berlin 2015

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Presentation by Samet Durgung, Marketing Manager

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Instagram Celebrities: are they the new cats? - Targetsummit Berlin 2015

  1. 1. INSTAGRAM CELEBRITIES: ARE THEY THE NEW CATS? (HOW TO BE SEMI-PROGRAMMATIC W INFLUENCERS) Picture: www.onlinemarketingrockstars.d
  2. 2. Samet Durgun 3 great years
  3. 3. 2 1 0 009 8 7 FOUNDED IN
  4. 4. ALL PEOPLE LOCATED IN BERLIN
  5. 5. 5HIT GAMES 6 YEARSIN ON FACEBOOK & MOBILE (iOS, ANDROID) 3 GENRESIN
  6. 6. JELLY SPLASH +75 million downloads iOS + Android + Facebook Situation: Mature Game
  7. 7. Problem: High CPIs
  8. 8. Solution: Social Media Image: Seenmoment.com
  9. 9. THIS PRESENTATION IS NOT •  About cats L •  Real Instagram ads •  The engagement/re-engagement campaigns
  10. 10. THIS PRESENTATION IS •  About “Instagram” influencers •  Crash course to the New Comers •  Knowledge sharing for social campaign familiars •  How Wooga makes campaigns for Jelly Splash for 2 years
  11. 11. 1- Instagram 2- Influencers 3- Campaign Execution 4- Pricing 5- Quality 6- Volume 7- tracking 7 steps for success
  12. 12. 1- INSTAGRAM
  13. 13. PLATFORM DEMOGRAPHICS
  14. 14. DECISION MAKING Kissmetrics data* Younger = More influenced
  15. 15. HIGH ENGAGEMENT RATES
  16. 16. FACEBOOK INSTAGRAM 250 times better engagement
  17. 17. 2- INFLUENCERS
  18. 18. PEOPLE FEELING CURIOUS
  19. 19. INSTAGRAM INFLUENCER DEFINITION: Partnering with key influencers to co-create instagram content that is engaging and meaningful to the consumers.
  20. 20. PROFILES* *Wooga Definitions
  21. 21. Creative Thinkers Travelers Gamers … PERSONAL ACCOUNTS
  22. 22. MINOR CELEBRITIES Fitness TV Show Music …
  23. 23. GENERIC ACCOUNTS Humor Horror Beauty …
  24. 24. Follow big accounts
  25. 25. 3-CAMPAIGN EXECUTION
  26. 26. PUSH/BURST CAMPAIGNS INGREDIENTS •  Courage •  Few 10s K budget •  10s of Ambassadors •  Millions of engagements •  An analyst & marketing person •  Game in 2 platforms •  Agency (or an internal team) For Smaller companies: Divide some of these numbers by 10 for a few million MAU game
  27. 27. •  Think about the target audience SETTING UP THE CAMPAIGN
  28. 28. •  Think about the target audience •  Set the expectation (geo, messaging…) •  Prepare big campaigns in advance •  Use # to track SETTING UP THE CAMPAIGN
  29. 29. •  Think about the target audience •  Set the expectation (geo, messaging…) •  Prepare big campaigns in advance •  Use # to track •  Use disclaimers SETTING UP THE CAMPAIGN
  30. 30. 4- PRICING
  31. 31. CPR High Risk Cost per Reach CPE Moderate Risk Cost per Engagement CPI Low risk Cost per Install Agency Pricing
  32. 32. is the current method we use with the agency. Also depends on your product. CPE
  33. 33. Generic accounts low to 3 cents per engagement Personal accounts from 5 cents to 20-50 cents per engagement Overall CPI -> $0.5 to $5 BALLPARK FIGURE FOR US HEAVY Don’t get stuck on Engagement, focus on your installs
  34. 34. 5- QUALITY
  35. 35. GEO EXPECTATIONS ½ US, ¼ Europe, ¼ ROW You can also focus on specific ones like RU, BR
  36. 36. Not as high as your best DSP/ Adnetwork Definitely not as low as incent traffic
  37. 37. 6- VOLUME
  38. 38. From 1Ks install to 100Ks installs Globally
  39. 39. Combine with user acquisition
  40. 40. EXAMPLE
  41. 41. Another game - US overall top 20
  42. 42. 2 years
  43. 43. 7-TRACKING & ATTRIBUTION
  44. 44. Beginner •  Check organic uplift
  45. 45. Paid Organic Uplift
  46. 46. Beginner •  Check organic uplift •  Have a questionnaire
  47. 47. QUESTIONNAIRE
  48. 48. QUESTIONNAIRE
  49. 49. TRACKING (& ATTRIBUTION) Beginner •  Check the organic uplift •  Have a questionnaire Advanced •  Check daily retention/bookings/device distribution
  50. 50. 8 campaign days Month 1 15 222 4 8
  51. 51. 8 campaign days Month 1 15 222 4 8
  52. 52. 8 campaign days Month 1 15 222 4 8
  53. 53. TRACKING (& ATTRIBUTION) Beginner •  Check the organic uplift •  Have a questionnaire Advanced •  Check daily retention/bookings/device distribution •  Have a manual attribution to your DB based on user features
  54. 54. 1- Instagram 2- Influencers 3- Campaign Execution 4- Pricing 5- Quality 6- Volume 7- tracking 7 steps for success
  55. 55. Picture: www.onlinemarketingrockstars.d ARE THEY THE NEW CATS?
  56. 56. RE-ENGUA INFLUENCER
  57. 57. TELL ME YOUR EXPERIENCE
  58. 58. Special thanks to Timothy Frohner Analyst @ Wooga Samet Durgun Marketing Manager @ Wooga

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