1. SIGNAL LA: THE CONTENT MARKETING CONVERSATION
Los Angeles/ February 9, 2011

2. “
SOCIAL ACTIVITY:
HOW DOES IT HELP
BRANDED CONTENT AND “
“
DIGITAL DISTRIBUTION?
Michael Burke, Co-founder and President, appssavvy
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page

3. banners, content, portals, and clicks rule advertising
1996
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 3

4. the web continues, mostly unchanged
2008
but the shift to social activity makes sharing, communities,
games, and location the most valuable opportunities
for advertisers
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5. SOCIAL MEDIA AND GAMES
DOMINATE ONLINE ACTIVITY
Source: Nielsen NetView. June 2010
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6. “You make something social and that kind of rethinks
the whole space.”
Mark Zuckerberg, CEO of Facebook
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 6

7. “Advertising… we think it’s ripe for innovation. We’ve
been waiting for online advertising to show its stuff for
about 15 years.”
Mary Meeker, Morgan Stanley Tech Analyst
(now at Kleiner Perkins)
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 7

8. why are we here today?
the relationship between
rethink delivery & reception
of advertising.
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 8

9. THE TIME SPENT VS. DOLLAR
SPENT DEBATE
source: comScore “Insights Into Online Display Advertising Growth” (06/10), The Nielsen Company “Top 10 Sectors by Share of U.S.
Internet Time” (06/10), IAB Internet Advertising Report (10/10)
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 9

10. Likes
Comments
Status Updates
Check-ins
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1

11. Missions
Virtual Goods
Neighbors
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 11

12. Check-ins
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1

13. Search
Q&A
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1

14. Communities
Photos
Q&A
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1

15. Status Update
Status Search
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1

16. …BUT WHERE DO
WE PUT THE AD
UNITS?
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1

17. THE FUTURE OF ADVERTISING
ISN’T AROUND SOCIAL ACTIVITY
300,000+
90 million+ user generated communities
conversations started
300 million+ 24 million+
video views
minutes spent playing
social games with friends
25 million+
100 million+ check-ins to real places
pieces of content shared
across over 250M users
..it is social activity
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1

18. SOCIAL ACTIVITY CHANGES
HOW WE MEASURE SUCCESS
Traditional Metrics Social Metrics
✚ Impressions ✚ Content shared to newsfeed
✚ Reach ✚ Q&A participation
✚ Frequency ✚ Branded check-ins
✚ CTR ✚ Branded virtual goods interactions
✚ eCPM ✚ Branded in-game actions completed
✚ Conversation threads generated
✚ Post-Engagement Video views
✚ Video completion rate
✚ Average session length
✚ Fan Page Postings
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1

19. LET’S LOOK AT A
CASE STUDY
MICROSOFT ON GODFINGER
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 1

20. OBJECTIVE
Bring the Windows Cloud to life digitally by making it big, real
and organic.
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2

21. NGMOCO
20
million App installs
GAME ACTIVITIES
• Expand your planet
• Visit other planets
• Earn money (Awe and Gold)
• Buy structures
• Earn experience to level up
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2

22. Players visit the Windows
Cloud to get free Awe
6.1 million visits
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2

23. Players are encouraged to learn more
about the brand
700,000 clicks to Windows site (11% CTR)
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2

24. Windows Cloud
promoted on the
load screen
140 million
impressions delivered
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2

25. MOBILE WORKS, SOCIAL
ACTIVITY WORKS BETTER Intent
Mobile Ad Awareness Message Association Consideration
57% 47% 40%
Delta
(Exposed 23% 14% 11%
- Control) Windows 7
InsightNorms: Mobile
29% 4% 10% InsightNorms: Technology
Note: Control N=448; Exposed N=225
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2

26. CAPTURING INTENT AND
CONTEXT
BY UNDERSTANDING SOCIAL
ACTIVITY
IMPROVES THE DISTRIBUTION
CHANNEL FOR BRANDED
ADVERTISING&CONTENT
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2

27. Michael Burke
michael@appssavvy.com
about.me/michaelburke
appssavvy
212.941.5759
www.appssavvy.com
@appssavvy
2
© 2010 appssavvy. All rights reserved. Confidential and proprietary. page