Posts Tagged ‘facebook’

Integration with Facebook custom audiences

Thursday, August 9th, 2018 by Nick

We have enabled integration with Facebook custom audiences. This feature allows you to synchronize Sonamine predictions with Facebook custom audiences.

How might this be useful? For example, you can now retarget Facebook users who are likely to churn out of your game. With lookalike campaigns, you can acquire FB users who are most likely to convert to paying users or have the highest predicted LTV. The list goes on.

How will facebook feed changes affect social games?

Friday, September 23rd, 2011 by Nick

Facebook made some changes recently that will have big ramifications for social game developers.

For starters, friends can now be grouped into different lists, and posts from close friends will figure more prominently on the feed.   In the past, when a player, say Alice, of a facebook game published an announcement like “achieved level 10″, this post would be seen by all her friends.  Now given, this new listing capability, friends who have listed Alice as close friends are much more likely to see this post.   Some “acquaintances” of Alice may never see this game post at all.  While this list feature will help users reduce the clutter in their news feed, it also means that game developers have fewer opportunities to reach out to friends of their players.

Secondly, Facebook will reorganize the news feeds based on whether the user has been back frequently.  If a user has not been back for a while, Facebook will try to show the most important feeds.  Some type of relevance calculation will be taking place to determine whether a game published post is appropriate as  “important” news.  This feature will, in theory, reduce clutter and highlight the most useful feeds.  Alas, for game developers, it again means that fewer users will be seeing the game published feeds of the players.

The net result is that game published feeds will be viewed by fewer users than before.  This organic channel of player acquisition will be less efficient and thus the overall cost-of-customer acquisition is going to rise.  In a sense the changes are part of a larger trend that had already started : the loss of the virality channel on Facebook.  Game developers have been adapting to it, and now they will have to be further vigilant to make sure that their game published feeds are more relevant and appropriate.

What to do about it?

How Facebook will determine the relevance of various posts is not clear, although it is intuitive to think that a game published feeds that has many click-through will be “more” relevant.  Game developers will have to play a balancing act between allowing too many posts and getting more click throughs.  The first step is to understand what your click-through rates are from your game published posts.   Some games are already tracking these events, but if you are not, now is a good time to start.

When your game publishes a feed, make sure you include query parameters in the link to identify the referrer and other information about when the post was made.   Additionally,  count the number of posts by each user.  This will allow you to identify who posted what and when.   A click through will pass the query parameters into your game.  Make sure to grab these query parameters and store it as a referrer for each click through.  Now you can identify how many  clicks resulted from individual posts.

Secondly, it would be now useful to track the social graph of your players.  The goal is to see players with specific types of social graphs are better at getting click throughs.  Some aspects to understand include number of friends, number of friends in various lists if that is available, the amount of messages and invitations sent by this user within the game.

The next step is to predict which players are most successful at getting click throughs.  These are influential players that can get friends on-board.  Shameless plug: Sonamine InfluenceSoon helps you do just that!

Once you have a handle of which players are good at getting click throughs, you must make a game design decision on what you will with this information.  Some options include making it easier to post for these influencers, or vice versa, making it harder for non-influencers to post.  That is a game design question that will comprise the balancing act.

Good luck!