A Deep Dive on Platform and Marketing - Workshop by Julien Codorniou, Director Platform Partnerships EMEA at Quandoo at the NOAH 2013 Conference in London, Old Billingsgate on the 14th of November 2013.
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Facebook - NOAH13 London
1. The evolution of the facebook platform
Build, grow and promote your mobile apps
Julien Codorniou, Platform Partnerships, EMEA Director | November 13, 2013
24. Apps are eating the world
Total minutes spent on mobile apps versus mobile web (billions of minutes per months, US)
80%
160
of time on
mobile is
spent in apps
Minutes spent per month (billions)
140
120
100
80
60
Apps
40
20
Mobile web
0
Mar ‘11
Source: Flurry
Jan ‘12
Aug ‘12
25. Knowing that…
30
Mobile Time Spent
Average Daily Minutes
25
20
the average
Facebook user opens
the Facebbok app
15
14
10
times/day
5
0
Facebook
Instagram
Source: comScore Mobile Metrix, US March 2013
Twitter
Google
YouTube
Yahoo!
Pinterest
Microsoft
26. Knowing that every day, more time is spent on
Facebook than anywhere else on mobile
30
Mobile Time Spent
Average Daily Minutes
25
Facebook and
Instagram are
20
27%
15
of all mobile time
spent daily
10
5
0
Facebook
Instagram
Source: comScore Mobile Metrix, US March 2013
Twitter
Google
YouTube
Yahoo!
Pinterest
Microsoft
42. Two key challenges
Customer discovery and acquisition
Mobile app
Businesses install
ads are already
have achieved
being used by
8-10x
50%+
the reach with mobile
app install ads
of the top 100
compared to other
grossing iOS and
mobile ad buys
Android apps
Retention, engagement, and conversion
66%
of app users
open apps only
between 1-10
times
Source: Number of apps as of June and July for Apple and Android, respectively; Nanigans’ client results as of October 2012; Facebook internal data for Q2’2013
and App Annie top grossing apps list end of Q2’13; Localytics, July 2013.
43. Engage customers at key stages in the mobile
decision journey
Now what?
App ad for installs
served in News Feed
App App available
available through
through app store
app store
App installed on
smartphone
44. Unit format: Drive engagement and conversion
in-app with new calls to action
Open Link
Use App
Play Now
Shop Now
Listen Now
Watch Now
Book Now
45. Mobile apps ads are effective at
driving installs and discovery
8400
advertisers
52%
penetration among
top grossing
apps
145M
installs driven
48. But their apps are getting lost
App Store
Google
Play
900,000
apps
900,000
apps
Your client is here
49.
50. Companies across verticals are increasingly
driving real business results via mobile apps
210%
22%
23%
growth in UK
smartphone
ecommerce
Q1–Q2 2013
of Italian
m-commcerce
users bank
through apps
of 18–35 year-olds
in Germany book
travel via their
smartphone
Source: eMarketer, IMRG &
CapGemini - 'e-Retail Sales Index'
Sept 2013
Source: eMarketer, Nielsen “The Mobile
Consumer: A Global Snapshot”, Feb 2013
Source: eMarketer, Expedia & Egencia “The Future
of Travel” conducted by Harris interactive Oct 2013
51. Engage customers at key stages in the mobile
decision journey
New calls to action allow for
increased engagement Now what?
and conversion
Notes de l'éditeur
The most succeful companies out there already understand the value of platform and how it can help drive organic and paid for distribution
Let me get out of the way the least important number for you to understand about Facebook.Little weird since one of the reasons you are here today.I’d venture to say non of you really care about reaching 1.1 billion people, today.What is way more important for you are…
…all of the people who matter to you. 20 million ppl who use FB on mobile every day in the UK.2 million males in the UK aged 18-24 who use IOS.Women living in US who use an iPad and are interested in Online Gaming – we have 3.8milllion of those.Only interested in the 660,000 early tech adopters we have living in Brazil.These are the people who actually matter to you, not the 1.1B.
But how do we know who these people are? Real identify.If we’re talking about fast food lovers - It’s not because they’re 26 years old and they watch Family Guy and we GUESS that they like fast food. (we’ve all done that)We KNOW they like fast food because -- they CHECKED IN. We know people better than anyone else. When they are on Facebook, they are logged in. Device doesn’t matter..evensmartwatch or glasses… same person across any device.And while people are the core of what makes Facebook unique, what you should really be interested in is…
Being able to connect with them every day and everywhere. Mobile has unlocked this reality. Not something that we could have claimed even 1 or 2 years ago. But now…Facebook is the largest mobile application on any phone, on any network, anywhere in the world, period. That’s huge. People use their mobile device, and more specifically, Facebook, because being connected to the people and things that matter to them is important.Just think, as marketers, we were never able to easily reach people when they were…
There are a few key reasons why we can do this. And it all starts with our ability to reach the right people.In the UK.. 2.5X daily reach of 16X more time spent than twitterGreater daily reach than any commercial uktv channel.I’m not saying that these numbers are the most important but it gives you good perspective.
The third thing that sets us apart is targeting. I talked about the native targeting capabilities that we have earlier, what really makes it interesting though is when you take advantage of our more advanced targeting tools. Depending on your marketing objective (from prospecting to remarketing), Facebook has specific targeting capabilities to help you reach the right people. Two tools that are truly game changing are Custom Audiences and Lookalike Audiences.
Custom Audiences allows you to find your client’s offline audience on Facebook.
The most succeful companies out there already understand the value of platform and how it can help drive organic and paid for distribution
The most succeful companies out there already understand the value of platform and how it can help drive organic and paid for distribution
1. KING
Deezer: 10x growth since they started on PlatformNeko is helping them in Latam10x MAU to 6.4million per month since they integrated FB login in Sep 201160-70K new users added per day
Deezer: 10x growth since they started on PlatformNeko is helping them in Latam10x MAU to 6.4million per month since they integrated FB login in Sep 201160-70K new users added per day
These companies understood and took advantage of the changing landscape.
Discovery problem – there are millions of apps out there
So how do you become the top grossing app?
The Facebook platform can help you do that. By understanding and leveraging our paid for and organic distribution channels.OUTLINE 3 PILLARS
Today’s hottest companies have already integrated with Facebook and leveraging some or all pillars
So let me start with outlining what BUILD meansParseLoginGames on facebook
SharingInvites
The most succeful companies out there already understand the value of platform and how it can help drive organic and paid for distribution
Payments (WE CAN NOT TALK ABOUT THE AD NETWORK AND BUY ON FACEBOOK
However, we know you face a few critical challenges when trying to achieve these goals. The two key challenges include 1). App Discovery and 2). Customer retention in app To date, we have offered you mobile app ads that drive installs, which help you address your discovery challenge. We’ve seen incredible results with this. Since January 2013, our clients have driven more than 145M installs with mobile app ads. They are seeing up to 10X the reach with our mobile app ads compared to other publishers. And, the top apps are investing with us in customer acquisition – over 50% of the top grossing apps on both iOS and Android are using our mobile app ads. But the other key challenge you face is retention, engagement, and conversion in app. In the US, consumers on average have 40 apps on their phone and marketers are working to be THE app that their customers open. Today, 66% of app users open apps between 1 and 10 times. This creates a tough dynamic for you in which you need to break through the clutter to be Our clients need THE app that customers open. But, until now, you haven’t had a good solution to address that challenge.Source re: number of apps in Apple and Android play stores:Apple http://www.apple.com/pr/library/2013/06/10Apple-Unveils-iOS-7.htmlAndroid http://www.theverge.com/2013/7/24/4553010/google-50-billion-android-app-downloads-1m-apps-availableSource for 8-10x reach w/ mobile app install adshttps://developers.facebook.com/blog/post/2012/10/17/drive-installs-and-discovery-with-mobile-app-install-ads/ http://www.forbes.com/sites/roberthof/2012/10/17/facebooks-mobile-app-install-ads-get-moving/Source for RHS stat on slide:According to data from mobile analytics and marketing firm Localytics, 66% of app users open apps between one and 10 times (http://readwrite.com/2013/08/20/the-harsh-reality-for-mobile-developers-trying-to-hit-the-top-of-app-store-charts#awesm=~ogZBMhd00TOqiq)Source re: Average number of apps per smartphone 41 in 2012 http://www.nielsen.com/us/en/newswire/2012/state-of-the-appnation-%C3%A2%C2%80%C2%93-a-year-of-change-and-growth-in-u-s-smartphones.htmlSource re: More than145M installs driven via mobile app install ads since January 2013Facebook internal data based on stated and inferred data, as of September 2013
Ultimately, this allows you to engage customers at key stages in the mobile decision journey.So, what does this look like for the consumer? First, you can reach new customers in your target audience with a message to Install Now. When they click on ‘Install now,’ they are taken directly into the app store to download the app – now, you’re closely connected to them on their mobile device
Now, how will this work (from a tactical perspective) I’ll take you through a few key details on how to execute against your engagement and conversion objectives with mobile app ads. Let’s start with the ad unit. You can leverage our existing mobile app ad unit, and can drive traffic directly into your app with one of seven vertical-specific calls to action.
3 ways the facebook platform can help your clients grow -> pilars
NOTE: GIVE PALTO ALTO CLEANING COMPANY EXAMPLE
Login
But, as we all know – this is not where the story ends.Your app may end up sitting on their phone and very rarely – or never – be opened by the customer.This is where mobile app ads for engagement and conversion are key.With this capability, you can reach your existing customers with a mobile app ad with a message to open and engage in your app. For example, you may reach out to customers who you haven’t seen in the past month to drive engagement in app. By clicking on the ‘Open link,’ button, the person is taking directly into your app to a spot you specify – in this case, to a new recipe.You can take this a step further by trying to drive conversionIn this case, the advertiser promotes a Bacon of the Month club. By clicking on the ‘Open Link’ button, the person is taken directly to the purchase page where they can add the subscription to their cart.In summary, you’ve effectively driven install, engagement, and conversion with a customer all through Facebook mobile app ads