For most mobile game marketers, social channels, including Facebook, and now Twitter, are the most productive source for acquiring high-quality, transaction oriented players. In many cases, initial results are successful, but increasing scale and maintaining momentum over longer periods can be a challenge. How do you ramp up volume while maintaining sustainable player acquisition costs? What are the best ways to maintain performance while avoiding saturation and keeping campaigns relevant to only the target audiences? Fiksu’s talk will cover the tools and strategies to address these questions as well as share results from a study of 8 million downloads comparing the performance of Facebook for marketing games to other media.We’ll also look at Twitter’s all new Mobile App Promotion product suite, including the available tools to maximize performance, and highlight some initial results from Fiksu clients.

1. Social
App
Marke.ng
A
Look
into
Facebook
and
Twi8er
Glenn
Kiladis
VP,
New
Market
&
Media
Solu.ons
Games
Evangelist
Casual
Connect–
July
22,
2014

2. 800CLIENTS 2300APPS
40 of 502013 TOP GROSSING APPS
World’s leading mobile app
marketing platform
About Fiksu
Over 2.7 BillionDOWNLOADS GENERATED
Boston
Northampton
San Francisco
London
Helsinki
Singapore
Tokyo
Seoul

3. App
Marke.ng
Ecosystem
Tradi.onal/Display
Social
Video
RTB
Exchanges
Rewards
… and many more
Social
is
one
key
component
of
a
balanced
approach.

4. Facebook

5. Why
Facebook?
Reach
Volume
Long
Term
Value
Over
1B
mobile
users
(51%
of
all
smartphone/tablet
users)
With
the
right
tools
and
tac.cs,
you
can
generate
unprecedented
volumes
of
high
quality
users
Highly
granular
targe.ng
tools
let
you
reach
users
with
unique
characteris.cs
and
interests

6. Highly
Effec.ve
Ad
Unit
for
Apps
• Introduced
August
2012
• Dedicated
ad
unit
for
apps
• Links
directly
to
the
App
Store
• Appears
in
mobile
newsfeed

7. Precise
Audiences
&
Insight
Demographic
Educa.on
Rela.onships
Keywords
&
Interests
Countries,
Regions,
Ci.es,
Zip,
Radius
Locales,
Gender,
Age
Educa.on
Status,
College
Networks,
College
Majors
Work
Networks,
College
Years
Rela.onship
status
Interested
in
Broad
interests
Keywords
Device
OS
Version,
User
Device
(brand)
Wireless
Carrier
Custom
Audiences
“Lookalikes”
Phone,
Email,
Iden.fiers

8. Vast
Array
of
Segmenta.on
Opportuni.es
1,000
Discrete
Campaigns

9. Interests,
Custom
Audiences,
Lookalikes
Explore
related
interests
for
correla.ons
Custom
&
lookalikes:
seen
up
to
60%
improvement
Fiksu
tools
help
expand
audiences
as
much
as
10x

10. How
Facebook
Stacks
Up
vs.
Other
Sources
Facebook
is
not
the
cheapest
source.
However,
it
is
clearly
the
most
producAve
non-­‐incent
source
for
generaAng
ROI.

11. • Revive
lapsed
users
• Drive
behavior
• Deep
link
direct
to
ac.on
point
in
app
• Frac.on
of
the
cost
of
new
acquisi.on
Retarge.ng
and
Re-­‐engagement

12.
Case
Study:
Driving
Volume
and
ROI
AcAon
SimulaAon
Game
Goal
• Drive
player
volume
at
low
cost
per
loyal
user
and
generate
ROI-­‐posi.ve
downloads
Tac.cs
• Segmented
based
on
engagement
metrics
of
heavy
users
• Developed
high-­‐quality
lookalike
audiences
• Implemented
interest
targe.ng
• Op.mized
on
crea.ve,
interests,
lookalike
audiences
and
LTV
Results
Cost
per
install
Cost
per
loyal/
returning
user
Average
revenue
per
user
$0.78,
as
low
as
$0.65
for
select
segments
$1.43,
as
low
as
$1.02
for
select
segments
Return
on
adver.sing
spend
Over
60%
$1.72

13. Goal
• Drive
steady
stream
of
new
players
at
low
CPIs
in
mul.ple
countries
over
an
extended
period
of
.me.
Tac.cs
• Applied
Fiksu
interest
correla.on
tools
• Tested
series
of
lookalike
audiences
• Segmented
audience
based
on
combina.on
of
demographics
and
interests
• Managed
budge.ng
and
targe.ng
to
op.mize
for
low
CPIs
Results
Conversions
Conversions
per
day
Conversion
rate
Over
500,000
Average
of
4,000
per
day,
peaking
at
11,000
Cost
per
install
$0.76;
as
low
as
$0.49
in
a
key
US
segment
40-­‐55%
CPMs
fluctuated
by
as
much
as
300%.
Despite
this,
CPI
was
held
within
desired
range.
Case
Study:
Driving
Sustained
User
Growth
Sports
SimulaAon
Game

14. Twi8er

15. Reach
• Nearly
200M
monthly
ac.ve
mobile
users
New
mobile
app
promo.on
(MAP)
product
suite
• Twi8er
Card
shows
in
.meline
or
search
• Links
to
App
Store
(or
if
app
already
installed,
opens
in
app)
Unique
targe.ng
Why
Twi8er?
AMer
strong
results
in
beta,
TwiOer’s
mobile
app
promoAon
product
suite
was
officially
announced
just
a
few
weeks
ago.

16. Unique
Targe.ng
Followers
Leverage
brand
advocacy
Look-­‐a-­‐Likes
Find
users
similar
to
your
followers
Interests
Resonate
w/
users
through
their
interests
Keywords
Target
users
twee.ng
specific
words/terms
Search
Target
users
searching
specific
keywords
Loca.on
Narrow
by
country,
state,
city
or
zip
Mobile
Reach
users
by
device/plaqorm
Gender
Increase
relevance
with
gender
targe.ng
Tailored
Target
specific
sets
of
users
TV
Reach
users
talking
about
TV
shows

17. Direct
to
specific
page
in
app
• Re-­‐engagement
• Promo.ons
• Branding
Engage
Users
with
Deep
Linking
Robot Wars @robotwars 5m
Exciting new levels in Robot Wars
Robot Wars
4.3/5.0 stars - 1,546 ratings
INSTALL!
Great Outdoor Gear@GrtOutdoorGear 5m
Check out our summer promo for "
outdoor gear
Great Outdoor Gear
4.8/5.0 stars – 3,841 ratings
INSTALL!

18. Twi8er
CPI
vs.
Other
Sources
*Overall
Fiksu
client
spend
month
to
date
Remember,
while
a
valuable
metric,
a
low
CPI
doesn’t
necessarily
tell
the
whole
story.

19. Case
Study:
Twi8er
Delivers
on
Key
Loyalty
Metrics
Major
QSR
Chain
For
one
major
QSR
chain,
TwiOer
has
emerged
as
the
cheapest
source
when
looking
at
the
cost
of
several
key
loyalty
metrics
across
mulAple
networks.
*Results
from
Beta
period

20. The
Fiksu
Difference:
Exper.se
and
Tools
to
Get
the
Most
out
of
Facebook
and
Twi8er

21. Programma.cally
Op.mizing
in
Real
Time
Before
$0.95
Arer
$0.74
Fiksu
turned
on
programma.c
buying
and
op.miza.on
resulted
in
a
more
than
20%
drop
in
effec2ve
CPI

22. Fiksu
for
Facebook
Fiksu
is
one
of
only
a
handful
of
Facebook
partners
with
both
access
to
data
and
access
to
buy
media:
• Ads
API
Partner
with
Mobile
Measurement
access
-­‐
Measure
ROI
from
Facebook
spend
down
to
the
ad
click
level
• Programma.c
media
buying
&
op.miza.on
tools
-­‐
Make
be8er
use
of
Facebook’s
targe.ng
capabili.es
-­‐
Drive
be8er
ROI
(CPI,
CPLoyal,
etc)
-­‐
Dynamically
create
huge
numbers
of
campaigns
for
microtarge.ng
• Support
Mobile
Installs
&
Re-­‐engagement

23. Fiksu
for
Twi8er’s
broad
integra.on,
expansive
reach,
and
global
support
means
app
adver.sers
benefit
from
the
full
suite
of
Twi8er’s
Mobile
App
Promo.on
products:
• Ads
API
integra.on
-­‐
Allows
automated
crea.on,
tes.ng,
and
management
of
mul.ple
campaigns
• Mobile
App
Conversion
Tracking
-­‐
Provides
comprehensive,
granular
analy.cs
and
exportable
data
• Tailored
Audiences
-­‐
Segments
users
for
greater
performance
across
app
install
and
retarge.ng
campaigns
=
Fiksu
for
Twi8er

24. Fiksu
Indexes

25. Fiksu
June
Index
$2.23
Cost
Per
Loyal
User
reaches
all-­‐Ame
high

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