Capturing Users / Using social, engagement and mobile to drive acquisition and retention of users

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The slides to my talk at StartUp Next Sofia (which I also gave at the LauncHub Long Weekend) - delivered on 29 and 30 November 2013 in Sofia, Bulgaria.

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Capturing Users / Using social, engagement and mobile to drive acquisition and retention of users

  1. 1. Capturing Users ! StartUP Conference NEXT 2013 Sofia, 30 Nov. 2013! Volker Hirsch! @vhirsch!
  2. 2. About Me ! Co-Founder + Partner We help start-ups grow. We helping and invigorate the ability of start-ups to roll out, scale and grow - faster, better and more efficiently.!
  3. 3. Users are valuable !
  4. 4. Acquisition Retention ! !
  5. 5. ! Acquisition
  6. 6. Store Features !
  7. 7. PR, Press, Social,… !
  8. 8. Paid Acquisition ! Advertising Cross-Promotion Incentivised Installs !
  9. 9. Social ! Time is of the essence !
  10. 10. Time is of the essence !
  11. 11. Retention !
  12. 12. Make something awesome !
  13. 13. Deliver WOW! !
  14. 14. Use the Power of Social !
  15. 15. What Social Means !
  16. 16. Social refers to the interaction of organisms with other organisms and to their collective co-existence ... ! ! Source: Wikipedia
  17. 17. You Need Context ! http://flickr.com/photos/nolifebeforecoffee/124659356/ !
  18. 18. Why Context matters ! Scale alone kills conversations because they require dense two-way interaction.! ! Clay Shirky, “A Group Is Its Own Worst Enemy” Keynote, ETech, Santa Clara 2003
  19. 19. Object-Centered Sociality ! Prof Dr Karin Knorr-Cetina, Sociologist Jyrri Engestrom Founder, Jaiku!
  20. 20. Social is Interaction in context ! Object!
  21. 21. Use the Power of Engagement ! a/k/a Gamification!
  22. 22. Psychology !
  23. 23. Change Behavioural Patterns (for the Better) !
  24. 24. Rules ! http://blogs.loc.gov/law/files/2011/12/Bills-Bills-Bills.jpg !
  25. 25. Boring Hard to enforce negative incentive !
  26. 26. Psychology !
  27. 27. Rewards !
  28. 28. Singular incentive uncreative Costly (and slightly boring)!
  29. 29. +68%
  30. 30. +80%
  31. 31. 850,000,000! Cars in the World! 20,000! Mileage p.a.! 5! Miles Per Gallon Saving Through “Virtual Plant”! 60,714,285,714! Gallons Saved p.a.! 56%! of the Annual Oil Output of Saudi Arabia! ! Source on Oil Figures: Merryl Lynch Commodity Research
  32. 32. Psychology ! (last time, promise!)!
  33. 33. Engagement Tools http://www.yukaichou.com/! !
  34. 34. ! http://images.mmosite.com/photo/2006/06/19/englandN47x26GVuF.jpg
  35. 35. XP !
  36. 36. Use the power of Mobile !
  37. 37. Mobile is the most powerful medium to date 1. It’s big (numbers) 2. It’s personal (nature) 3. It has more context (Identification of needs)!
  38. 38. Mobile is Big !
  39. 39. 2 ~N V ! ! ! Metcalfe’s Law
  40. 40. 2.5 bn users! 6.5 bn users!
  41. 41. Mobile is Personal !
  42. 42. -  91% of people have their mobile within arm’s reach 24/7.! ! Morgan Stanley 2007 -  60% of married people will not share their mobile with their spouse!! ! Wired Magazine 2006 -  It takes an average of 26 h for a user to report a lost wallet but only 68 minutes to report a lost mobile phone.! 10% of under-25 year-olds find it OK to text whilst having sex.! Unisys Survey -  ! ! Retrevo Gadgetology Report, 2010
  43. 43. Mobile has more context !
  44. 44. Mobile is Sensor-rich ! 1. Personal mass media 2. Always carried 3. Always on 4. Built-in billing system 5. Present at the point of creative impulse 6. Accurate audience identification 7.  Captures social context 8. Enables augmented reality! Tomi Ahonen, Mobile as 7th of Mass Media, 2008 Alan Moore + Jonathan MacDonald, The Glittering Allure of the Mobile Society, 2008 !
  45. 45. Summary Make it awesome Make it relevant Make it Mobile Make it Social Make it contextual Make it Engaging ! !
  46. 46. Thank you! ! +44 7843 599 678! @vhirsch! volker@oystercrowd.com!

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