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Marketing 101 @ TheHive by Gvahim Accelerator Program
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Marketing 101 @ TheHive by Gvahim Accelerator Program

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Another marketing 101 presentation for the teams of TheHive by Gvahim Accelerator Program at Tel Aviv University. TheHive is a 6 month program for new & returning immigrants to Israel. …

Another marketing 101 presentation for the teams of TheHive by Gvahim Accelerator Program at Tel Aviv University. TheHive is a 6 month program for new & returning immigrants to Israel.

More details about the program can be found here: https://gvahim.org.il/Default.aspx?KPages=692

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  • 1. Dvir Reznik @dvirreznik dvirreznik.com
  • 2.  What problem does your product solve?  Who are you selling it to?  Are they aware of the problem?  Will they be willing to pay for it?
  • 3. Sometimes, it‟s about creating a solution for a „problem‟ people didn‟t know existed
  • 4. Thin slicing Thick slicing
  • 5. Source: Adapted from Nir Eyal, nirandfar.com
  • 6. Is it a Painkiller or a Vitamin? • Obvious need • Quantifiable market • Monetizable • Emotional need • „I feel good‟ • Market unknown
  • 7. Channels User Acquisition SEO/ASO/SEM Messaging Product Analytics Working with the Media Community Online
  • 8. Google Analytics Fiverr oDesk / eLance OneHourTranslation Dropbox/Copy HARO (Help A Reporter Out) Twitter lists Distimo Monitor Google Keywords Tool Unbounce MailChimp Asana SurveyMonkey TestFairy AppCodes.es LinkedIn Groups Facebook pages Campus London EDU PAUG Optimizely
  • 9. What did I do yesterday and how it performed? What I‟m doing today What am I doing tomorrow?
  • 10. Source: The Lean Startup by Eric Ries
  • 11. App Stores (official & others) Email marketing Blog Social/Digital SEO & SEM Partnerships & Co-promotions PR and bloggers High volume High conversion Low cost
  • 12.  Acquisition: users download from various channels  Activation: users enjoy 1st visit, a happy experience  Retention: users come back, open app multiple times  Referral: users like our app enough to refer others  Revenue: users conduct some monetization behavior Source: Dave McClure
  • 13.  Notifications  Invites  Rate Us  Badge icons  Emails  App Store Optimization  Website Optimization
  • 14.  CPC, CPD, CPA  Lots of mobile ad networks  Test first, campaign later  Facebook App Center & App Install  Twitter Ads
  • 15.  Name  App icon  Category  Screenshots  Description  Rating  Reviews  Be Creative  A/B test everything
  • 16. Product TimingStory
  • 17.  Know the narrative(s)  Find your customer‟s internal trigger (as opposed to external trigger)  „Every time the user [trigger], they [my product]‟ “Every time the user feels lonely, they open Facebook”
  • 18.  Serendip & Whitney Houston  Twitter @ SXSW  Onavo & AT&T  Sync your calendars  Ride on major events/themes
  • 19.  Features that improve conversion ◦ 80% - optimize existing features ◦ 20% - develop new features  No right or wrong – A/B Test, a lot  Measure  Repeat
  • 20. Like The Web, But A Lot Harder - Sean Byrnes, Flurry CTO
  • 21.  Retention – month/month active users  Engagement – increase active users  Monetization – make money 
  • 22. “The people who signed up in the first month: Are they still using it today? Often in social startups you‟ll see people sign up, use it for a couple of months, and then never use it again. This weird effect where, because your sign-up rate is so high, your active users seems to stay pretty much the same. Like a revolving door.”
  • 23.  Funnel analysis  Social sharing  Demographic data  Tracking time and location  context  Optimize signup process  Push notification  Rate Us  Update Version  Email marketing
  • 24. The Fact That You Exist – Not News
  • 25.  Research your audience (aka the press)  Don‟t spam  Perfect your elevator pitch  Twitter lists  G+ for tech pundits and journalists  Facebook – rally your troops
  • 26.  Start early (Soluto)  Choose your markets (Waze)  Be creative (Rovio)  Give back (Google giveaways)  Publicize your users (Onavo)
  • 27.  Time to first share  length of sharing period  k factor (how many new users does each user bring in)  larger than 1
  • 28.  Web to Mobile  Downloads, not page views  Engagement  Cross-sale portfolio apps with partners
  • 29. Dvir Reznik | @dvirreznik | dvirreznik.com
  • 30.  Marketing & PR dude for startups  Past: ◦ Onavo, Director of Marketing ◦ Intlock, VP Sales & Marketing ◦ IBM Software  Online: dvirreznik (everywhere)