What will be covered
Facebooklogin Organicdistributionchannel
Mobile AppPromotionValue of Facebook
Value of Facebook
Mobile games business
Source: IDG Feb 2013
In billions
$12B
$27B
819M+ active monthly mobile users 819M+
60%+
return daily
Every day, more time is spent on Facebook than anywhere else on mobile
Source: comScore Mobile Metrix, US March 2013
27%
of all mobile time spent daily
Facebook & Instagram are
We have sent a total of 263M monthly referrals to
8 of the top 10
Grossing iOS apps are integrated with Facebook
9 of the top 10
Grossing Android apps are integrated with Facebook
55% of top 400
Grossing iOS apps are integrated with Facebook
200K iOS and Android
apps are integrated with Facebook
Facebook connected users are more valuable
9x more likelyto spend in the game.
70% of mobile userslogin with Facebook.
70% of revenueis driven by Facebook users.
63% of mobile userslogin with Facebook.
62% of revenueon iPad is driven by Facebook users.
55% of iPad mobile userslogin with Facebook.
FacebookLogin
The first step in enabling Facebook’s mobile functionality
Facebook Login
? Log in
Your gateway to...
User’s identity User’s friends
Your gateway to...
Appearing in Search Getting DistributionThrough Requests & FeedsGet a Bookmark
Organicdistributionchannels
Requests
Use cases: Invites, gifting, missions, competitions, tournaments, challenges, turn-based...
Requests
‣ 1:1 Communication between users
‣ Lights up notification jewel
Requests
Sending Receive Push NotificationLight up notification jewel
User flow
RequestsUser flow
Feed
Use cases: Bragging, gifting, requesting help, challenges...
Feed
‣ Post to user’s Timeline and appears in News Feed
Feed
Feed
Mobile App Promotion
Everything Start With A Facebook Page• Free way to begin the conversation
• Connect directly with potential users
• Generate excitement for the game.
What Can You Post?
Page Post Text
Page Post Photo Page Post Photo
What Can You Post?
Event Post Offer Post Page Post Link
Fan Page Best Practices
1. Cover photo and logo2. For mobile game, put the game URL under description3. Consider putting App Store/Google Play logo, game’s QR code on cover photo4. Use Page Tab App
Fan Page Best Practices – Page Tab App
Can be use for game wiki, game preview, FAQs, contest, events, forums, etc
On mobile, marketers need to drive the same performance marketing goals they can achieve online
Acquire new users (install)
1
Drive engagement and conversions
2
Measure performance
Two key challenges: app discovery and customer retention in appCustomer discovery & acquisition Retention, engagement, and conversion
66%
of app users open apps between only 1-10 times
900K+ apps1M+ apps
Mobile App Install Ad
Title: App name
Text: 90 characters (Latin), 52 characters (Chinese, Japanese, Korean) App details:
•Star ratings: Appear if you have at least 250 ratings in the App Center
•Social context: Will appear if your friends play/use the game/app and if you have Facebook login enabled
Image specs in ad: 1200x627 px, 75x75 px app icon
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.
Mobile app install ads are already being used by
50%+
of the top 100 grossing iOS and Android apps
More real estate
Mobile App Install Ad
Advantage•Inline installation allows users to install apps without leaving Facebook
Mobile App Install Ad
Advantage•Target real users by demographic and interest•Access app installs by demographic
Video Creative
Targeting Options
• Country
• Age
• Gender
• Interest (Precise Interest/Broad Categories)
• Friends Connection
• Languages
• Devices For Mobile (iPhone/iPod Touch/iPad/Android)
• OS Version, Wi-Fi Targeting
• Gaming Behavior
• Custom Audience & Lookalike Audience
• Phone number
• Facebook user id
• Email address
• Apple’s IDFA
• Facebook App User id
• Many Others
• Relationship, Education, Workplace
Now, you can leverage Facebook mobile app ads to drive retention, engagement, and conversion
Targeting: Reach all of the people who matter to you Layer in Facebook targeting: ., demographic data, geography, interests, mobile devices
Target existing customers via Custom AudiencesLast log-in 2 weeks ago Lapsed customers Male, 18-35, like fashion Female, 18-35, like shopping
Bidding Options
CPMCPCOCPMCPA
Case Studies
What will be covered
Facebooklogin Organicdistributionchannel
Mobile AppPromotionValue of Facebook
