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You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
You have got yourself an app, now what? - Mobile Marketing Forum #MMF10
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You have got yourself an app, now what? - Mobile Marketing Forum #MMF10

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The prerequisite for any mobile app any brand builds, is that it is fun or functional. But even if you succeed in getting either of both right, you're still only halfway through your work. …

The prerequisite for any mobile app any brand builds, is that it is fun or functional. But even if you succeed in getting either of both right, you're still only halfway through your work.

How will you get your app out there? Preferably massively so? If you trust your app to be that good it will take care of itself and 'go viral', you're rising to the same bait as hordes of marketers on Youtube: the ultimate free lunch. Deep down, anyone knows there is no such thing as a free lunch. Admit. 'Viral' is a happy accident. 'Viral' is the effect, never the cause. That is why 'viral' cannot be repeated reliably.

So what is a poor marketer to do? Is there any way to intentionally infect people with your app? Well, there is. You can hack the iPhone App Store's ranking algorithm. And you can harness the pass-around power of everyday people.

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  • 1. So you got yourself an app. Now what? Saturday 1 May 2010
  • 2. Saturday 1 May 2010
  • 3. Saturday 1 May 2010
  • 4. ADNERDS IS SIMPLE MATH Saturday 1 May 2010
  • 5. AdNerds = A^T A T A = Advertising T = Technology Saturday 1 May 2010
  • 6. Common Errors Mobile Marketing? The Basics Getting It Right Saturday 1 May 2010
  • 7. Saturday 1 May 2010
  • 8. Ceci n’est pas une voiture Saturday 1 May 2010
  • 9. Smart Phone Apps will be a $4 billion industry by 2012. Mobile devices will be the No. 1 way of accessing the internet by 2015 Alan Mulally, President and CEO, Ford Motor Company Saturday 1 May 2010
  • 10. Ford (as in cars) creates “Mobile Application Developer Network.” screenshot Safari Saturday 1 May 2010
  • 11. Ford Sync Applink Saturday 1 May 2010
  • 12. Does it pay to be an Innovative Company? screenshot Safari Saturday 1 May 2010
  • 13. Saturday 1 May 2010
  • 14. Bare Necessities Saturday 1 May 2010
  • 15. ss app 1) Build a kick a 2) Get the bare necessities right 3) 2) Get it on the app store Saturday 1 May 2010
  • 16. What are the Bare Necessities when it comes to Apps? screenshot Safari Saturday 1 May 2010
  • 17. Inside the App Store vs. Outside the App Store screenshot Safari Saturday 1 May 2010
  • 18. Inside the App Store see click? app icon page app read? app pics info buy? buy Typical App Buyer Decision Process, Jeffrey Hughes Saturday 1 May 2010
  • 19. Inside the App Store 2 3 1 6 5 4 7 Saturday 1 May 2010
  • 20. 1 App Icon famous logo self-explaining include promo Saturday 1 May 2010
  • 21. 2 App Title Weight Tips (tips & tricks to loose weight easily) PndDrppr Pound Dropper descriptive easy to pronounce memorable and spell Saturday 1 May 2010
  • 22. 3 Description • • • % “ ” new not too lengthy bullets summary with promotions include “what’s new/ benefits on top positive reviews coming” Saturday 1 May 2010
  • 23. 4 Screenshots 1 aaa 2 bbb Aha! 3 ccc use all 5 screens descriptive screens use horizontal pics only “obvious” screens when appropriate Saturday 1 May 2010
  • 24. 5 Size 10 S < M < L < XL <10 MB Saturday 1 May 2010
  • 25. 6 Prize 0 WE? A B C # # € € € the value price ! competitor price sensitive of “free” pricing market Saturday 1 May 2010
  • 26. 7 Reviews !"# ? !"# ask for respond to filter learn from feedback comments feedback competitors Saturday 1 May 2010
  • 27. Outside the App Store • • like • • • • • • • • • • monitor clear make it recycle the web website sharable content Saturday 1 May 2010
  • 28. Saturday 1 May 2010
  • 29. If you build it, they won’t come Saturday 1 May 2010
  • 30. Youtube App Store Saturday 1 May 2010
  • 31. VIRAL? FORGET IT! Saturday 1 May 2010
  • 32. Anno Domini 1955 Anno Domini 1967 Anno Domini 2002 Saturday 1 May 2010
  • 33. Social Epidemics*: the Law of the Few " ls In fluentia " " " " " ! " " " M IL ! " " " LI " ! " " " N S " " " Only Cert ain People Can Drive " " Trends " *Malcolm Gladwell: “The Tipping Point”. Saturday 1 May 2010
  • 34. Saturday 1 May 2010
  • 35. ANY ATTEMPT TO ENGINEER SUCCES THROUGH INFLUENTIALS IS ALMOST CERTAINLY DOOMED TO FAILURE Saturday 1 May 2010
  • 36. The size of a forest fire often has little to do with the spark that started it and lots to do with the state of the forest. Saturday 1 May 2010
  • 37. Influ tip a entia trend ls can into n exist ot ence in a ety ccess soci Su ked wor e random net uit is q Saturday 1 May 2010
  • 38. BIG-SEED MARKETING HARNESSING THE PASS-AROUND POWER OF EVERYDAY PEOPLE Saturday 1 May 2010
  • 39. Expected number of new infectious people generated by each existing one = R (“Reproduction Rate”). Saturday 1 May 2010
  • 40. Companies, unlike diseases, can use standard advertising methods to create potentially enormous seeds. * Campaign: bannering, TV, e-mail, … n * some large number of conversions, people who are sufficiently interested to click on the web ad or embedded link. Saturday 1 May 2010
  • 41. n / (1-r) Saturday 1 May 2010
  • 42. Saturday 1 May 2010
  • 43. Do the right thing Saturday 1 May 2010
  • 44. Hacking the iPhone Bare Necessities Big-Seed Marketing App Store’s Algorithm Co ve red! Saturday 1 May 2010
  • 45. Lawy er NDA Saturday 1 May 2010
  • 46. HACKING THE iPHONE APP STORE ALGORITHM Saturday 1 May 2010
  • 47. s a rketing effort focus your me first 4 days during th Today’s x8 x5 x5 Ranking = + + + x2 Day Day - 1 Day - 2 Day - 3 algorithm assumption by FaberNovel Saturday 1 May 2010
  • 48. v e your 4 days m ake sure to ha one with, over and d kend before the wee Mon Tue Wed Thu Fri Sat Sun Sales breakdown by day Saturday 1 May 2010
  • 49. right! t the bare necessities unch Submission: ge view sites on upcoming la logs, press & re D-7: inform b eeding internal s & release, D0: press event ite, campaign & seeding start micros launch eding n d community se D1: newsletter a ws D 2: stimulate revie back D3: collect feed Saturday 1 May 2010
  • 50. BIG-SEED MARKETING Saturday 1 May 2010
  • 51. EVERYONE WITH AN iPHONE Saturday 1 May 2010
  • 52. EVERYONE KNOWS SOMEONE WITH AN iPHONE Saturday 1 May 2010
  • 53. DISPLAY ADVERTISING Saturday 1 May 2010
  • 54. SOCIAL MEDIA Saturday 1 May 2010
  • 55. Everyone is hyper-connected Saturday 1 May 2010
  • 56. Competition *Incentive *2 criteria: a certain skill (e.g. speed) social dexterity (bring friends to the party) Saturday 1 May 2010
  • 57. FOCUS ON MOBILE CONVERSIONS Saturday 1 May 2010
  • 58. mobi le appstore 8 % OF DOWNLOADS VIA THE MOBILE ECOSYSTEM Sales breakdown by platform Saturday 1 May 2010
  • 59. sta y up to date SMS “MMF” TO 8955 0 € / SMS SENT OR RECEIVED Saturday 1 May 2010
  • 60. Saturday 1 May 2010
  • 61. ht of Never lose Sigsities! es the Bare Nec 4 Days of Success Seed & Feed from close by Focus on Mobile Conversions Saturday 1 May 2010
  • 62. That’s it, for today. adnerds.be Saturday 1 May 2010

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