Activation, retention & engagement strategy

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• Conduct usability testing to optimize customer activation
• Match metrics to business types
• Create a customer oriented culture and build a vibrant community
• Increase referrals among current customers and use social media graphs to increase virality

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  • This is the customer funnel. Who is familiar with this? SEO goals were about acquiring and activating customers. But there other part of the funnel are…
  • Each part of the funnel is associated with different metrics
  • We can figure out what metric your company needs to focus on, and where in the funnel, if we know two things…Any terms you don’t understand?
  • SEOmoz – Saas & empathy (revenue)CAC = Customer Acquisition CostCLV = customer lifetime valueWoM = word of mouthCPE = cost per engagementARPDAU = average revenue per daily active user
  • Split room into three. Have each group pick a company and discuss these two questions- Media- software app- e-commerce
  • SEOmoz – Saas & empathy (revenue)
  • TALK TO NEIGHBOR TO DISCUSS WHAT WE JUST COVERED
  • CrazyEgg (heatmap), TechSmithMorae / UserVue (ux recording), RobotReplay, TapeFailure
  • In 2009, NPR engaged in extensive usability testing to inform the redesign of its website. The process was guided by several different types of performance and satisfaction testing, which included interviewing, user needs exploration, guided brainstorming, prototyping, and several rounds of more traditional usability testing. NPR’s site objectives emphasized the need for an intuitive, streamlined user experience for both the visitors to the site and the staff responsible for adding content. Other key considerations included designing an experience that makes it easy to combine reading with listening, increasing mobile accessibility, and developing a fresh “look” that matches the familiar “sound” of NPR programming.
  • Discuss satisfaction and performance
  • Not only does Yelp get more reviews than its predecessors, but it also has a much more loyal base of reviewers. The vast majority of people who left reviews on Citysearch and Yahoo Local only posted one or a couple reviews, while only a small fraction of Yelp users have posted just one review.
  • People want to be proud about what they display. How can they do that? Is it email? Text? Or do you rely on a social graph?
  • Network effects
  • Other people can comment or buy a product
  • Activation, retention & engagement strategy

    1. 1. Activation, Retention &Engagement Strategy @eric3000 @eric3000
    2. 2. Where You Can Find Today’s Slides http://www.bit.ly/emetelka @eric3000
    3. 3. Introductions☐ Name☐ Where you work/what you’re working on☐ Goals for today @eric3000
    4. 4. Im Eric Metelka, founder and CEO of Full StackMarketing, a full featured digital marketingconsulting firm for startups. I am a formermanagement consultant and the former digitalmarketing manager at BestVendor. @eric3000
    5. 5. My Goals for TodayYou know how to choose the one metric that matters to your product or brandYou are able to guide and construct a usability testYou can align user behaviors and motivations to create engagementYou understand the tactics to increase referrals in your product @eric3000
    6. 6. What I Am Going to Cover☐ Introduction & Definitions – 30 mins☐ Matching Metrics - 30 mins☐ Activation – 30 mins☐ Engagement – 30 mins☐ Referral & Virality – 30 mins☐ Recap/Evaluation/Questions - 15 mins @eric3000
    7. 7. Definitions @eric3000
    8. 8. Acquisition – noun /ˌækw ɪˌzɪʃ(ə)n/• The process of buying something or obtaining it in some other way• When a customer comes to the site from various channels or downloads an app @eric3000
    9. 9. Examples of Acquisition (note: not actuals)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks) @eric3000
    10. 10. Activation – noun /ˌ æktɪˌve ɪʃ(ə)n/• Making a piece of equipment or a process start working• Starting the use of a product, often by creating a login• In ecommerce, starting the shopping process by completing at least transaction• In Mobile, using the basic features of the app• Customer enjoys 1st visit: "happy" user experience @eric3000
    11. 11. Examples of Activation (note: not actuals)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks) Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks) Activation Email/Blog/RSS/Widget Signup 5% $1 (anything that could lead to repeat visit) Activation Acct Signup 2% $3 (includes profile data) @eric3000
    12. 12. Engagement - noun /ɪnˌ ɡeɪdʒmənt/• The feeling of being involved in a particular activity• The period of time during which a user such stays involved with your product• Customers come back and visit site multiple times @eric3000
    13. 13. Examples of Engagement (note: not actuals)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks) Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks) Activation Email/Blog/RSS/Widget Signup 5% $1 (anything that could lead to repeat visit) Activation Acct Signup 2% $3 (includes profile data)Engagement Email Open / RSS view -> Clickthru 3% $2Engagement Repeat Visitor 2% $5 (3+ visits in first 30 days) @eric3000
    14. 14. ɪVirality- noun /vʌɪˌral ti/• The tendency of an image, video, or piece of information to be circulated rapidly and widely from one Internet user to another• Customers like product enough to refer others @eric3000
    15. 15. Examples of Virality (note: not actuals)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks) Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks) Activation Email/Blog/RSS/Widget Signup 5% $1 (anything that could lead to repeat visit) Activation Acct Signup 2% $3 (includes profile data)Engagement Email Open / RSS view -> Clickthru 3% $2Engagement Repeat Visitor 2% $5 (3+ visits in first 30 days) Virality Refer 1+ users who visit site 2% $3 Virality Refer 1+ users who activate 1% $10 @eric3000
    16. 16. Matching Metrics to Your Business @eric3000
    17. 17. Types of Metrics & Measurement• Qualitative: Usability Testing / Session Monitoring – Watch what users do, figure out problems & solutions from small # of users• Quantitative: Traffic Analysis / User Engagement – Report what users do, track usage & conversion %s for all or empirical sample # of users• Comparative: A/B, Multivariate Testing – Compare what users do in one scenario vs another, see which copy/graphics/UI are most effective• Competitive: Monitoring & Tracking Competitors – Track competitor activity & compare against yours; if possible compare channels, keyword traffic, demographic targeting, user satisfaction, etc. @eric3000
    18. 18. Measurement Tools• Qualitative: Usability Testing / Session Monitoring – Qualtrics (surveys), CrazyEgg (heatmap), TechSmith Morae / UserVue (ux recording), RobotReplay, TapeFailure.• Quantitative: Traffic Analysis / User Engagement – Google Analytics (free), Mixpanel, Kissmetrics, Flurry, MyBlogLog, ClickTracks, Index Tools, Visual Sciences / Webside Story, Omniture, WebTrends.• Comparative: A/B, Multivariate Testing – Google Website Optimizer, SiteSpect, Optimost, Offermatica, Vertster, Kefta.• Competitive: Monitoring & Tracking Competitors – Quantcast, Compete.com, Alexa, Hitwise, Comscore, Nielsens. @eric3000
    19. 19. Customer Funnel @eric3000
    20. 20. Metric Funnel @eric3000
    21. 21. Your Business Model Your Business Stage (Monetization) (Lifecycle)• Ecommerce • Empathy• 2 sided market • Stickiness• SaaS • Virality• Mobile app • Revenue• User-generated content • Scale• Media @eric3000
    22. 22. E- 2 Sided Mobile User-gen commerce Market SaaS app content MediaEmpathy Interviews, qualitative results, quantitative scoring, surveys Loyalty, Inventory, Engagement, Downloads, Traffic, visits, Content, spamStickiness conversion listings churn churn, virality returns CAC, shares, Inherent WoM, app Content, SEM, sharing Invites, sharing Virality reactivation virality, CAC ratings, CAC virality, SEM (Money from transactions) (Money from active users) (Money from ad clicks) Transactions, Transactions, Upselling, CAC, CPE, affiliate %, Revenue CLV Commission CLV CLV, ARPDAU Ads, donations eyeballs Scale Affiliates, whit Other verticals API, magic #, Spinoffs, publis Analytics, user Syndication, e-label marketplace hers data licenses @eric3000
    23. 23. What metrics would you want tolook at? What direction do youwant the metric to be going in? @eric3000
    24. 24. E- 2 Sided Mobile User-gen commerce Market SaaS app content MediaEmpathy Interviews, qualitative results, quantitative scoring, surveys Loyalty, Inventory, Engagement, Downloads, Traffic, visits, re Content, spamStickiness conversion listings churn churn, virality turns CAC, shares, Inherent WoM, app Content, SEM, sharing Invites, sharing Virality reactivation virality, CAC ratings, CAC virality, SEM (Money from transactions) (Money from active users) (Money from ad clicks) Transactions, Transactions, Upselling, CAC, CPE, affiliate %, Revenue CLV Commission CLV CLV, ARPDAU Ads, donations eyeballs Scale Affiliates, Other verticals API, magic Spinoffs, Analytics, user Syndication, white-label #, marketplace publishers data licenses @eric3000
    25. 25. Choose one actionable metric to followUnderstand your product market and stage @eric3000
    26. 26. Activation @eric3000
    27. 27. Customer Funnel SEO Campaigns, SEM PR Contests Biz Dev SocialNetworks Blogs AffiliatesApps & Direct, Tel,Widgets Email TV Domains 1. ACQUISITION Website.com @eric3000
    28. 28. Customer Funnel SEO Campaigns, SEM PR Contests Biz Dev SocialNetworks Blogs AffiliatesApps & Direct, Tel,Widgets Email TV Domains 1. ACQUISITION Marketing Channels: •Largest volume (#) •Lowest cost ($) •Best performing (%) Website.com @eric3000
    29. 29. Customer Funnel SEO Campaigns, SEM PR Contests Biz Dev SocialNetworks Blogs AffiliatesApps & Direct, Tel,Widgets Email TV Domains 1. ACQUISITION Homepage / Landing Page Product Features Website.com @eric3000
    30. 30. Customer Funnel SEO Campaigns, SEM PR Contests Biz Dev Illustrative Activation SocialNetworks Criteria: Blogs AffiliatesApps & Direct, Tel, • 10-30+ secondsWidgets Email TV 1. ACQUISITION • 2-3+ page views Domains • 3-5+ clicks Homepage / Landing • 1 key feature usage Page Product Features Website.com @eric3000
    31. 31. Customer Funnel SEO Campaigns, SEM PR Contests Biz Dev Illustrative Activation SocialNetworks Criteria: Blogs AffiliatesApps & Direct, Tel, • 10-30+ secondsWidgets Email TV 1. ACQUISITION • 2-3+ page views Domains • 3-5+ clicks Homepage / Landing • 1 key feature usage Page Product Do LOTS of landing Features page tests & A/B tests - just make lots of dumb guesses & iterate QUICK Website.com @eric3000
    32. 32. How to Test Activation• Performance - an objective measure of how well a particular website works. It is strictly utilitarian, and it is concerned primarily with effectiveness and efficiency. @eric3000
    33. 33. Performance Metrics  Task Test - observing the steps testers take to complete task actions @eric3000
    34. 34. How to Test Activation II• Satisfaction - a subjective measure of how users feel while interacting with a website. It is concerned with how the information looks, how the content is organized, and how the user feels navigating around the site. @eric3000
    35. 35. Satisfaction Testing  Open-Ended Test – monitoring tester exploration of the site without specific instructions @eric3000
    36. 36. Implementing Testing @eric3000
    37. 37. Diagnosing Your Site @eric3000
    38. 38. Activity: Google “Jeans” @eric3000
    39. 39. @eric3000
    40. 40. Raise your hand when you bounce from the page @eric3000
    41. 41. Testing is crucial to activating new customersUnderstand the difference between performance goals and satisfaction goals @eric3000
    42. 42. Engagement @eric3000
    43. 43. Customer Funnel Campaigns, SEO SEM PR Contests Biz Social Network Dev Blogs Affiliates s Apps & Direct, Widgets Email Tel, TV Domains 1. ACQUISITION Homepage / Landing Page Automated Emails Product FeaturesSystem Events & Time- based Features Blogs, Content Website.com @eric3000
    44. 44. Customer Funnel Campaigns, SEO SEM PR Contests Biz Social Network Dev Blogs AffiliatesAutomated emails are simple & s Apps & Direct,easy retention feature. Lifecycle Widgets Email Tel, TVemails @ +3, +7, +30d Domains 1. ACQUISITION Homepage / Landing Page Automated Emails Product Features System Events & Time- based Features Blogs, Content Website.com @eric3000
    45. 45. Customer Funnel Campaigns, SEO SEM PR Contests Biz Social Network Dev Blogs AffiliatesAutomated emails are simple & s Apps & Direct, Teleasy retention feature. Lifecycle Widgets Email , TVemails @ +3, +7, +30d Domains 1. ACQUISITION Homepage / Landing PageEvent-based emails Automated Emailsas they occur Product Features System Events & Time- based Features Blogs, Content Website.com @eric3000
    46. 46. Customer Funnel Campaigns, SEO SEM PR Contests Biz Social Network Dev Blogs AffiliatesAutomated emails are simple & s Apps & Direct,easy retention feature. Lifecycle Widgets Email Tel, TVemails @ +3, +7, +30d Domains 1. ACQUISITION Homepage / Landing PageEvent-based emails Automated Emailsas they occur Product Features System Events & Time- based Features Blogs, Content Email newsletters weekly/monthly Website.com @eric3000
    47. 47. Community Building - Yelp @eric3000
    48. 48. Citysearch had a 28-month headstart and had collected more than112,000 restaurant reviews by thetime Yelp had its first restaurantreview @eric3000
    49. 49. Yelp Members Write More Reviews @eric3000
    50. 50. How Did Yelp Build Community? Tie Identity &  Yelp members have a public profile page that Reputation to records their activities Product  Member reviews rated as intelligent, fair, Encourage Quality knowledgeable, public- spirited, and cool with Signals  Members rewarded with “elite” status in profileOn-line and Off-line  Exclusive access to offline parties and events Rewards  Some members are hired as communityEmpowering Users managers  Discussion forum for further adding to the site’s social aspects @eric3000
    51. 51. @eric3000
    52. 52. Rewards @eric3000
    53. 53. Notifications of New Content @eric3000
    54. 54. Email Newsletters Curate Content Interesting Personalized Timely @eric3000
    55. 55. Lifecycle Emails Re-engage Lapsed Customers @eric3000
    56. 56. Align user motivation, behavior, and long- term valueReward members for their contributionRe-engage your customers via the appropriate channel (Email today)Listen to your customers and understand how they are using your product @eric3000
    57. 57. Referral & Virality @eric3000
    58. 58. Customer Funnel SEO Campaigns, SEM PR Contests Biz Social Networ Blogs Affiliate Dev ks Apps & s Direct, Widgets Email Tel, TV Campaigns, Domain 1. ACQUISITION Contests s Homepage / Landing Emails & Page Alerts Emails & Product widgetsSystem Events & Time- Features based Features Blogs, Content Website.com @eric3000
    59. 59. Customer Funnel SEO Campaigns, SEM PR Contests Biz Social Networ Blogs Affiliate Dev ks Apps & s Direct, Widgets Email Tel, TV Campaigns, Domain 1. ACQUISITION Contests s Homepage / Landing Emails & Page Alerts Emails & Product widgetsSystem Events & Time- Features based Features Blogs, Content Only encourage users to refer *after* they have “happy” user experience; Website.com avg score >= 8 out of 10 @eric3000
    60. 60. Calculating Growth ConversionK = i X % @eric3000
    61. 61. Calculating Growth Number of Invitations Invitations Accepted Viral Sentcoefficient = X (K) Number of Number of Invitations Users Sent @eric3000
    62. 62. Calculating Growth Invitations Accepted Viralcoefficient = (K) Number of Users @eric3000
    63. 63. MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 500 are accepted @eric3000
    64. 64. MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 500 are acceptedHow fast are you growing?Are you viral? @eric3000
    65. 65. MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 500 are acceptedHow fast are you growing? K = .25Are you viral? No @eric3000
    66. 66. Trend to Zero27002600250024002300220021002000 @eric3000
    67. 67. MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 2500 are acceptedHow fast are you growing?Are you viral? @eric3000
    68. 68. MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 2500 are acceptedHow fast are you growing? 1.25Are you viral? Yes! @eric3000
    69. 69. Viral Growth920008200072000620005200042000320002200012000 2000 @eric3000
    70. 70. How to Increase K ConversionK = i X % @eric3000
    71. 71. How to Increase K ConversionK = i X %  Make invites central to the product  Network effects  Reward for invites  Dropbox  Gamification  Make sending invites easy  Social sharing @eric3000
    72. 72. How to Increase K ConversionK = i X %  Test invite creative  Test invite format  Social?  Email?  SMS?  Test sign-up incentives  Dropbox @eric3000
    73. 73. The Actual Formula Is a Bit More Complicated… @eric3000
    74. 74. The Actual Formula Is a Bit More Complicated… TIME! @eric3000
    75. 75. How to Increase Speed @eric3000
    76. 76. So Should I Put Like Buttons Everywhere? @eric3000
    77. 77. So Should I Put Like Buttons Everywhere?How can a customer create content that reaches non-customers? @eric3000
    78. 78. So Should I Put Like Buttons Everywhere?How can a customer create content that reaches non-customers?How does a customer’s experience get better when they are connected to more users? @eric3000
    79. 79. So Should I Put Like Buttons Everywhere?How can a customer create content that reaches non-customers?How does a customer’s experience get better when they are connected to more users?How does a customer benefit from reaching out to a non-user? @eric3000
    80. 80. So Should I Put Like Buttons Everywhere?How can a customer create content that reaches non-customers?How does a customer’s experience get better when they are connected to more users?How does a customer benefit from reaching out to a non-user?What percentage of growth comes from this channel versus others? @eric3000
    81. 81. Conclusion @eric3000
    82. 82. Choose One Actionable Metric to Follow @eric3000
    83. 83. Testing is crucial to activating new customers @eric3000
    84. 84. Align usermotivation, behavior, and long-term value @eric3000
    85. 85. Determine if and how viral growthaligns with your value proposition @eric3000
    86. 86. Questions? @eric3000
    87. 87. Digital Marketing Reading List Kissmetrics Blog -http://blog.kissmetrics.com/ Andrew Chen – http://andrewchen.co Rand Fishkin – http://moz.com/rand SEOMoz blog – http://SEOmoz.org/blog Inbound – http://inbound.org Conversion Rate Experts - http://www.conversion-rate-experts.com/blog/ Slideshare - http://www.slideshare.net/ @eric3000
    88. 88. Email: e.metelka@gmail.comTwitter: @eric3000LinkedIn: /in/emetelkaFacebook: /e.metelkaDownload Slides:www.slideshare.net/emetelka/ Please fill out evaluation forms @eric3000

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