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Engaging Your Audience with Mobile Push Notifications - GDC 2014
 

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Mobile push notifications are a fast and universal way to engage and retain players. Amazon Simple Notification Service (SNS) provides one simple API for fast, reliable, scalable, inexpensive push ...

Mobile push notifications are a fast and universal way to engage and retain players. Amazon Simple Notification Service (SNS) provides one simple API for fast, reliable, scalable, inexpensive push notifications to Apple, Google, and FireOS devices. Customers have seen up to a 100% increase in player engagement, and have reduced cost by 60%, with Amazon SNS. In this session we'll cover how to use Amazon SNS to publish cross-platform notifications and then, architectures and techniques for utilizing game data to send the right message, to the right player, at the right time.

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    Engaging Your Audience with Mobile Push Notifications - GDC 2014 Engaging Your Audience with Mobile Push Notifications - GDC 2014 Presentation Transcript

    • Engage Your Customers with SNS Mobile Push and Amazon Analytics March 18, 2014 Jon Turow Michael Pesce
    • 65% of mobile apps are abandoned within 90 days. http://blog.flurry.com/bid/90743/App-Engagement-The-Matrix-Reloaded
    • “…understanding and improving user engagement is the new currency of doing business in the new digital world.” –Peter Farago, Flurry.com http://blog.flurry.com/bid/90743/App-Engagement-The-Matrix-Reloaded
    • Mobile push notifications engage customers when your app is not currently active.
    • Mobile push notifications engage customers when your app is not currently active. • Right message • Right user • Right time
    • Discussion Topics • Engaging Your Users with Push Notifications • Quick Intro to Mobile Push and Simple Notification Service (SNS) • Getting Started with SNS • Analytics and Targeting for Better Customer Engagement
    • Mobile push notifications engage customers when your app is not currently active. • Users opt-in to receive them • Delivered to a specific app on a specific device • Short messages: read, ignore, or acknowledge to launch the app
    • Push notifications drive user engagement “Some of us have very busy lives and can’t be checking the game 24/7. It would be great to get a notification when a challenge starts.” - Plumbee gaming customer
    • Some Use Cases Broadcast Direct Closed Loop Identical messages to many players at once Unique messages to individual players Targeted and optimized with analytics
    • Some Use Cases Broadcast Direct Closed Loop Identical messages to many players at once Unique messages to individual players Targeted and optimized with analytics
    • Broadcast Push Notification Use Cases • New features/content/games • Promotion start/ends/redemption • Active players (active in 7 days) • Newly inactive players • Segmentation (geo, spend, others..)
    • Broadcast Push Notification Use Cases • “New episode available now!” • “Halloween challenge starts today.” • “Keep the streak going.” • “Smokey the bear misses you!” • “New Jetpack, on sale today!”
    • Some Use Cases Broadcast Closed Loop Identical messages to many players at once Targeted and optimized with analytics Direct Unique messages to individual players
    • Direct Push Notification Use Cases • Messaging • Turn-based activities • Events • User lifecycle • Administrative
    • Direct Push Notification Use Cases • “Jon invited you to a game.” • “It’s your turn to play.” • “You now have full lives.” • “Welcome to the game!” • “Your subscription is ending.”
    • Some Use Cases Broadcast Identical messages to many players at once Direct Unique messages to individual players Closed Loop Targeted and optimized with analytics
    • Closed Loop Push Notification Use Cases • Broadcast push notifications • Direct push notifications
    • Closed Loop Push Notification Use Cases • Different messages • Different frequencies • Different segments • Different times of day • Different points in the lifecycle
    • Some Use Cases Broadcast Direct Closed Loop Identical messages to many players at once Unique messages to individual players Targeted and optimized with analytics
    • Consider push notifications as calls-to-action: what messages will most effectively reengage your players?
    • Mirrorball Slots - Mobile
    • Mirrorball Slots - Challenges
    • Mirrorball Slots - Challenges Push 1: Initial Offer Push 2: Final Offer Push 3: Offer Redemption
    • Push notifications drive user engagement Without Push With Push Real User Engagement Comparison Initial Offer Final Offer Offer Redemption Day
    • Discussion Topics • Engaging Your Users with Push Notifications • Quick Intro to Mobile Push and Simple Notification Service (SNS) • Getting Started with SNS • Analytics and Targeting for Better Customer Engagement
    • Your cloud application directs mobile push notifications to a specific app on a specific device Cloud App Mobile Apps
    • Notifications are delivered via platform-specific push services, which keep connections with their devices. Cloud App Mobile Apps Platform Service
    • Developers manage tokens for each device, and must proactively swap or disable them based on feedback. Platform Service Token Registration Token Feedback
    • Each platform-specific push service works differently. Apple APNS Google GCM Amazon ADM • Different APIs • Different Features • Different Feedback
    • Push notifications get even more complex as you scale to support millions of devices. Cloud App Platform Services Mobile Apps
    • Developers build custom intermediaries to abstract platform- specific APIs and manage tokens for millions of apps. Mobile AppsPush Intermediary
    • Developers build custom intermediaries to abstract platform- specific APIs and manage tokens for millions of apps.  Abstraction so your app can engage users on any platform  Manage tokens to ensure messages are delivered reliably  Operational complexity  Scalability takes work  Cost – even though the platform services themselves are free
    • Amazon SNS Mobile Push is a managed, scalable, cross- platform push intermediary service. Amazon SNS Mobile Push Apple Devices Google Devices Amazon Kindle Fire Devices
    • SNS offers easy scalability, so you can just start sending more messages as your app achieves scale. • Go from a few messages to hundreds of millions • Go from a few devices to hundreds of millions ...without provisioning, configuring or managing ...without sacrificing reliable, durable delivery
    • You can get started for free. 1 Million Free per Month • 1 million publishes + 1 million mobile push notifications $1.00 per Million Thereafter • $0.50 per million publishes + $0.50 per million mobile push deliveries • When you broadcast with SNS Topics, your effective price can be lower
    • Discussion Topics • Engaging Your Users with Push Notifications • Quick Intro to Mobile Push and Simple Notification Service (SNS) • Getting Started with SNS • Analytics and Targeting for Better Customer Engagement
    • SNS publishes notifications on your behalf using the credentials you obtain from each push service. Apple APNS Google GCM Amazon ADM Amazon SNS Mobile Push
    • SNS encapsulates each device token inside an Amazon Resource Name (ARN) endpoint. Apple APNS Google GCM Amazon ADM Amazon SNS Mobile Push ARN 1 Token A ARN 2 Token B ARN 3 Token C
    • Once you register a device with SNS, SNS proactively consumes feedback about the corresponding token from the push service. Amazon SNS Mobile Push Token Registration Token Feedback Cloud App You can access the underlying tokens and feedback, but you don’t have to do so in order to use SNS.
    • ARN endpoints remain stable, even if the underlying token is swapped or disabled. Apple APNS Google GCM Amazon ADM Amazon SNS Mobile Push ARN 1 Token A ARN 2 Token B ARN 3 Token C Token X Token Y
    • ARN endpoints behave the same no matter which mobile platform they address. Amazon SNS Mobile Push ARN 1 Token A ARN 2 Token B ARN 3 Token C
    • You can publish unique messages to individual devices, or broadcast identical messages to many devices at once. Publish Publish Publish Publish Direct Publishing Broadcast with SNS Topics
    • Grouping users by SNS Topic Geography Activity Product US – West Coast Daily Actives Flapping Bird Rio Interest Tier Segment 49ers Premium Top 100 Players
    • Apple Kindle Fire Kindle Fire Google Publish Apple Kindle Fire Kindle Fire Google Publish SNS can reformat your message for each mobile platform, or you can specify platform-specific payloads. Publish Once, Deliver Anywhere Specify Platform-Specific Payloads
    • So let’s get started.
    • Step 1: Write your mobile app • Use the mobile app platform’s push notification libraries as you normally would.
    • Step 2: Obtain Application Prerequisites • APNs: • Apple Push Notification service SSL certificate • Application Private Key • GCM: • API Key (Sender Auth Token) • ADM: • Client ID • Client secret
    • Step 3: Register Your Mobile App with AWS Amazon SNS Mobile Push
    • Step 4: Obtain a Token/Registration ID from the device • APNs: • Device Token • GCM: • Registration ID • ADM: • Registration ID Cloud App <e960d9b1…de43f6c0>
    • Step 5: Add Token/Registration ID to Amazon SNS • For existing devices • Use the console for .csv import • Or use CreatePlatformEndpoint API • For future devices • Use a proxy server and the CreatePlatformEndpoint API • Or use the AWS token vending service and let devices register themselves • Receive an ARN back Amazon SNS Mobile Push Cloud App <e960d9b1…de43f6c0> arn:aws:sns:eu-west-1:12…1f
    • private String getArnForDeviceEndpoint( String platformApplicationArn, String deviceToken) { CreatePlatformEndpointRequest request = new CreatePlatformEndpointRequest() .withPlatformApplicationArn(platformApplicationArn) .withToken(deviceToken); CreatePlatformEndpointResult result = snsClient.createPlatformEndpoint(request); return result.getEndpointArn(); } Device Registration – Code example
    • Step 6a: Send Push Notifications via the Console Hello world!
    • Step 6b: Send Push Notifications via the API MyMac:~ glez$ python Python 2.7.2 (default, Oct 11 2012, 20:14:37) [GCC 4.2.1 Compatible Apple Clang 4.0 (tags/Apple/clang-418.0.60)] on darwin Type "help", "copyright", "credits" or "license" for more information. >>> import boto >>> import boto.sns >>> boto.sns.connect_to_region("eu-west-1").publish( ... message="Hello world!", ... target_arn="arn:aws:sns:eu-west- 1:979463966312:endpoint/APNS_SANDBOX/Push2reInvent/fc1234a1-67ef-4f62-b31a- ac320bf7631f") {u'PublishResponse': {u'PublishResult': {u'MessageId': u'1893fa9d-7478-5137-be1d- b06928d999d0'}, u'ResponseMetadata': {u'RequestId': u'c3c26267-92af-50b3-b529- 2893ce0e4854'}}} >>>
    • Step 7: Receive and Close the Loop
    • Demo
    • Discussion Topics • Engaging Your Users with Push Notifications • Quick Intro to Mobile Push and Simple Notification Service (SNS) • Getting Started with SNS • Analytics and Targeting for Better Customer Engagement
    • Amazon offers mobile Analytics and A/B Testing services. • Amazon Analytics – Simple, free, cross-platform mobile analytics • Amazon A/B Testing – A free, cross-platform way to run in-game experiments
    • Analytics
    • Analytics - Tabs
    • Analytics – Dashboard
    • Analytics – Details
    • Analytics – Custom Events
    • A/B Testing Experiment Dashboard
    • A/B Testing Experiment Dashboard
    • A/B Testing Experiment Dashboard
    • What are some questions to ask about Push Notifications? • How many of my push notifications result in app opens? • Are users who I send push notifications doing X more often? • Are there differences between users that opt in or out of push notifications?
    • Example 1: How many of my push notifications result in app opens? • Simple! • Two Steps 1. Create custom event that is recorded any time your game is opened from a push notification 2. Check dashboard for rolled up data
    • Example 1: Sample Analytics code (iOS) • Import SDK #import <AmazonInsightsSDK/AmazonInsightsSDK.h> • Initialize AIAmazonInsights* insights = [AIAmazonInsights insightsWithCredentials: credentials]; • Record a custom event when app is launched from a push notification id<AIEventClient> eventClient = insights.eventClient; id<AIEvent> appLaunchFromPush = [eventClient createEventWithEventType:@"appLaunchFromPush"]; [eventClient recordEvent: appLaunchFromPush];
    • Example 1: Sample Analytics results
    • Demo
    • Example 2: Are there differences between users that receive push notifications and those that don’t? • A bit more involved • 6 Steps: 1. Create an A/B Test and a target Segment 2. Create custom events to support the test and deploy game 3. Start the A/B test 4. Filter push notifications to those in the test group 5. Send push notifications 6. Check dashboard for results
    • Example 2: Sample A/B Test setup
    • Example 2: Sample A/B Test setup
    • Example 2: Sample A/B Test setup
    • Example 2: Sample A/B Test setup
    • Example 2: Sample A/B Test setup
    • Example 2: Sample A/B Test setup
    • Example 2: Sample A/B Test setup
    • Example 2: Sample A/B Test setup
    • Example 2: Sample A/B Test setup
    • Example 2: Event Code • Create 2 custom events to support the A/B Test 1. “appLaunched” 2. “IAPEvent” • Send notifications to the variation group – Flag the endpoint for each player that receives the “sendPushNotifications”=“true” variation – Send push notifications to this group
    • Example 2: A/B Test results
    • More Advanced Targeting and Analytics Amazon Redshift Amazon DynamoDB Amazon S3 Simply and cost effectively analyze all your data for <$1k/TB/yr Serve any level of traffic with single-digit millisecond latency Store and retrieve any amount of data, at any time, from any device
    • Amazon SNS Mobile Push Quick Review: • Cross-platform push to Apple, Google and Amazon • 1m free per month, and $1.00 per million thereafter • Seamless scalability with durable, reliable deliveries • Easy token management For More Information: • SNS Detail Page and Docs: http://amzn.to/179ee7r • Getting Started + Sample Apps: http://amzn.to/15rs1DV • Email: aws-sns-mobile-push@amazon.com