monetising social media - Farmville is one of the greatest success stories of Facebook. Hear from our social media expert as they discuss the business model behind virtual games and how to make revenue from a space that many thought was unmonetisable. Attend this session to find out more about monetising advertising in social media, virtual goods, conversion incentives, effective data capture and the opportunities for gaming companies and affiliates.

1. Customer
Journey
within
Gaming
-­‐
are
you
really
ready
for
users
out
of
Social
Media?
by
Dominik
Johnson
from
explido
WebMarkeAng

2. ADVANCED
AFFILIATE
MARKETING
–
ROOM
1
Agenda
• About explido, tipp24games and affilinet
• Background Customer Journey
• Tipp24Games Case
• Set-up
• Findings
• Outlook
• The way forward - Monitising Social Media?
• Q&A
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About us
explido WebMarketing … your agency for integrated Performance-Marketing
Offices
Augsburg, Hamburg
Employes
85/110
Customers
122
Find us on twitter
@explido
Find us on facebook
facebook.com/explido
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4. ADVANCED
AFFILIATE
MARKETING
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About Tipp24Games
Tipp24 Entertainment Online Skillgames
Office
Hamburg
on twitter
@tipp24games
Casual-based Skillgames
on facebook
facebook.com/tipp24games Users play against each other
Stake between 50 ct. & 10 €
Winner 80%, Tipp24Games 20%
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AFFILIATE
MARKETING
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About affilinet
affilinet No. 1 in Performance Marketing in Germany
Office
Munich
1.600 programs and 450.00 publishers
on twitter
@affilinet_de Major European player
on facebook
facebook.com/affilinet
campaign management for sales, leads and clicks
innovative developer portal
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AFFILIATE
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Background Customer Journey
Which Cookie wins?
Is last cookie still state-of-the-art?
How does the journey look like?
Do I win or do I lose?
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AFFILIATE
MARKETING
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The journey begins
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The journey w/in search
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9. ADVANCED
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The journey w/in a publisher
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and many other different sites
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and then you got here first a lead and
hopefully later on as a sale
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12. ADVANCED
AFFILIATE
MARKETING
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ROOM
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What happened?!?
Customer Journey necessary for Affiliates?!?
Awareness Favourability Consideration Intent to Purchase Conversion
SMM
SMM ? SEA
SEA
? ? ?
Contact Intensity
SEO
SEO
? SMM AM
?
? ?
PPP Display
SEA
Display SEA ?
? ? SMM
? Relevant Set
Sales
Information / Remarketing
Branding
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13. ADVANCED
AFFILIATE
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How
a Customer Journey can look like
Awareness Favourability Consideration Intent to Purchase Conversion
SEA-­‐Brand
21,2% 24.123
Display
10
MoAv
a
11,6% 12.242
facebook
Kamp.
5,2%
5.242
1d
facebook
Brandpage
SEA-­‐Brand
2,7%
2d 2h 1h
Display-­‐
generisch Billiger.de SEA-­‐Produkt SEA-­‐Brand
1,6%
4d
SEA-­‐generisch SEA-­‐Brand
0,8%
2h
SEA-­‐generisch Affiliate
0,7%
Affiliate
2h Affiliate
Billiger.de
Relevant Set
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14. ADVANCED
AFFILIATE
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but how does it look like w/in Skillgames?
Customer journey lengthy, difficult to
analyse
SEM only „enabler“ of transaction,
stands at the end of the chain
Display will profit from a journey
analysis
Affiliate marketing positioned towards
the end of the journey
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Channels which had been tracked so far and
technical requirements
Collecting all clicks and banner views
SEM using a cookie management tool
Non Brand Search SEM
Brand Search Possibility of measuring all different
touchpoints
Affiliate
Postview Affiliate
SEM: campaign structured in ‚brandʻ and
Click ‚non-brandʻ keywords
Display ActionAllocator decides at the point of
View Display sale which tracking pixels should be
Click activated
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16. ADVANCED
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but how does it look like w/in Skillgames?
Distribu?on
of
Number
of
Touchpoints
1
Touchpoint
2
Touchpoints
3
Touchpoints
4
+
Touchpoints
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17. ADVANCED
AFFILIATE
MARKETING
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ROOM
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Top 10 combination models of touchpoints
SEM
Banner Click -> Banner View -> Banner View
SEM -> SEM
Banner Click
Affiliate Click
Banner Click -> Banner View
SEM -> SEM -> SEM
Affiliate Click -> Affiliate Click
SEM -> SEM -> SEM -> SEM
Banner Click -> Banner Click
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18. ADVANCED
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ROOM
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Which commission attribution model is right?
Last cookie wins
Weighed model
First cookie wins
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19. ADVANCED
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MARKETING
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Standard model (Last Cookie Wins)
Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4
100
%
0
% 100
%
0
% 0
% 100
%
0
% 0
% 0
% 100
%
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First Cookie Wins
Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4
100
%
100
% 0
%
100
% 0
% 0
%
100
% 0
% 0
% 0
%
+ 25.660,00% + 29,49%
- 7,04%
- 41,05%
- 15,49%
- 96,30%
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21. ADVANCED
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Every Cookie Wins (somehow)
Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4
100
%
50
% 50
%
40
% 20
% 40
%
35
% 15
% 15
% 35
%
+ 12.577,00% + 13,47%
- 4,32%
- 19,69%
- 7,82%
- 38,22%
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22. ADVANCED
AFFILIATE
MARKETING
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ROOM
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Findings and Outlook
- The journey consists of only 4 touchpoints
- Display and Brand Search have an impact on sales and leads
- Postview impact is still too low, but could have the same impact as Display View
- Affiliate Marketing is heavily transaction focused and will lose if commission attribution is
changed
• Include the SEO traffic into the game
• Analyse timestamps, i.e. regular lengths of the journey and timings during the day
• Increase Postview Affiliate Marketing
• Play with differing commission models for affiliates (also based on business models)
CONFERENCE
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The Way forward
Monetising Social Media?
CONFERENCE
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24. ADVANCED
AFFILIATE
MARKETING
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The Way forward
Information Distribution- & Communication Networking Community & Mobile
Wave Wave Wave Wave
Source: google
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MARKETING
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The Way forward
- Keep in mind, that the Customer Journey is very short w/in Skillgames
- Compare the value of „SEO“ Links vs. Links coming from Social Media
- Beware of the power of Social Networks...
Source: google
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... ;o)
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27. ADVANCED
AFFILIATE
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Who is using Social Media?
CONFERENCE
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28. ADVANCED
AFFILIATE
MARKETING
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ROOM
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Build your own community
w/in Social Networks e.g.: how_to_play_cards
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29. ADVANCED
AFFILIATE
MARKETING
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ROOM
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Monitor, find and involve „fans“
w/in Social Networks e.g.: „how to play cards“
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The Way forward
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The Way forward
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32. ADVANCED
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The Way forward
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33. ADVANCED
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MARKETING
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Understanding the Social Network Sites 1/2
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34. ADVANCED
AFFILIATE
MARKETING
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ROOM
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Understanding the Social Network Sites 2/2
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35. ADVANCED
AFFILIATE
MARKETING
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Playing w/ CTA
+85%
+127%
CONFERENCE
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36. ADVANCED
AFFILIATE
MARKETING
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ROOM
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Playing w/ Landingpages w/in SM Elements
+39%
+29%
+15%
+124%
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37. ADVANCED
AFFILIATE
MARKETING
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ROOM
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Playing w/ Landingpages w/in SM Elements
+48%
+13%
+20%
+80%
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LEADER

38. ADVANCED
AFFILIATE
MARKETING
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ROOM
1
Chances and Risks...
- Social Media Marketing is free...
- Content is King but the idea w/in is the Queen of beauty!
- If youʻre using facebook to generate leads and sales get to know the value of CTA w/in it!
- Compare the value of your SEO links to the effort w/in Social Media
- W/in the Gaming the video content could be the right choice even there are a lot of it
already...
- Challenge for q4/2k10 or 2k11 is to monitor social media w/in the customer journey
and donʻt forget:
- Beware of the power of Social Networks... ;o)
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39. ADVANCED
AFFILIATE
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Q&A and Thank you for your attention...
Dominik Johnson
Senior Consultant
explido WebMarketing
@dominik_johnson
facebook.com/dominik.johnson
de.linkedin.com/in/dominikjohnson
xing.com/profile/Dominik_Johnson
etc. etc. etc.
Phone: #+49 821 / 21 77 95 - 631
E-Mail: # dominik.johnson@explido.de
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