Social Value Is More Than Just Lifetime Value
We all know that people influence each other. If your family or friends do something, your chances of doing it go up--whether it’s playing a game, eating tofu, or smoking. This kind of influence can not only be predicted, it can be measured. And if that extra playing, or spending, or eating leads to dollars, that’s a value you can capture and impact. We call this “social value” and it is responsible for between 20% and 50% of all game spending.
Our Katana® Social Analytics Engine starts by giving you a traditional lifetime value score (or “LTV”). Every day, fully automated. This tells you how much a person will spend before they quit your system. That’s pretty great by itself, but social value engineering is something new in addition to it. It’s how much extra spending that same person will create among their friends. Think of this like a simple equation:
Social Value Equation
Imagine a person has an LTV of $50. We think they’ll spend that much more before they go away. Great, now let’s say that same person also has a social value of $60. Their interactions with their friends cause those people to spend another $60. That means this person actually contributes $110 to your bottom line. You want to know who they are, how much social value they wield, and how you can attract, monetize, and retain those people.
It turns out that these “social whales” are about 10% of all people. We’ll tell you who they are, how much they are worth, and if you want to get really fancy with our social value analytics, what products they are influential on.
Influence firms measure influence by looking at what people say on Twitter, and how often others listen to them or re-Tweet. That’s a good way to know who’s got a big audience, but it’s not actually influence. We don’t look at Twitter. We look at actual behavior data. Why? Real influence leads to doing something, not talking--things that businesses care about like buying or spending time on something. Did your customer cause others to buy a movie ticket, play more of a video game, or spend longer in the app? That’s bottom-line influence.
It might seem like magic, but it’s really just some seriously advanced math applied to basic human nature.
We’re all social creatures and we can’t help but affect others and be affected by them. Your friend hears a new song and your odds of hearing that song go up. You play a game and your friends are more likely to. With the science of social network game analytics and a dash of machine learning, we are constantly looking at the “social graph” of a player.
Let’s say you are one of the influencers with high social value, and you are connected to Bob and Sally. You sign up for a game and then they do. You buy the level booster pack and then they follow suit. You play and they join you. Our algorithms see these patterns and start noticing that Bob and Sally don’t spend unless you do, don’t play as much without you around, etc. The math starts saying “some part of Bob and Sally’s spending and play is really due to you.”
We make a prediction about your spending over the next month and Bob and Sally’s as well. When the month has passed we look at the correlation between our prediction and what actually happened. Our predictions typically range between 80-90% accuracy. These mathematical models have been developed over the past 7 years by a team of PhD’s and university researchers specializing in social value game metrics, big data, and player psychology.
If you have social value metrics, you have three ways to take advantage of them. First, you try to acquire more players like them. You can use our funnel analytics to know how valuable players from it really were. Second, you can leverage your influencers with promotions and see which cause more spending among their friends. Third, you know who to focus your retention efforts on. Maybe that player doesn’t seem important because they don’t spend a lot, but if they go, you’ll lose $300 from their friends. Our social value game analytics will go a step further and tell you which game mechanics or experiences are leading to higher or lower values.