Tal	  Zilberman	  VP	  Online	  Marke-ng	  @Magisto	  
Magisto	  –	  The	  Magical	  Video	  Editor	  Select	  Video	  &	  Photos	   Choose	  Edi-ng	  Style	   Add	  Soundtrack	  
Op9miza9on	  in	  a	  Mobile	  World	  2005	   2013	  
Marke9ng	  Channels	  •  Owned	  media	  –	  website,	  blog,	  social	  channels	  	  •  Paid	  media	  –	  paid	  search...
But	  what’s	  next?	  
How	  to	  beat	  the	  trough	  of	  sorrow?	  Paul	  Graham’s	  startup	  curve	  
 Get	  users	  in	  the	  front	  door	  	  Get	  users	  to	  the	  ah-­‐ha	  moment	  as	  fast	  as	  possible	  	  Del...
The	  Framework	  ü  This	  framework	  drives	  our	  online	  marke-ng	  strategy	  	  ü  Every	  new	  feature	  is	 ...
How	  does	  it	  work	  in	  mobile?	  
‘Acquisition’GeRng	  people	  to	  install	  the	  app	  Mobile	  App	  Install	  Ads	  App	  Store	  Op9miza9on	  
‘Activation’GeRng	  people	  to	  sign	  up	  (and	  to	  the	  ah-­‐ha!	  moment)	  
’Retention’GeRng	  users	  to	  become	  ac-ve	  “Good	  push	  no-fica-ons	  drive	  67%	  of	  app	  usage	  the	  first	 ...
‘Revenue’Mone-zing	  ac-ve	  users	  -­‐	  
‘Referral’GeRng	  ac-ve	  users	  to	  refer	  others	  ü  Clear	  benefit	  (more	  storage)	  and	  -ed	  directly	  to	...
Your	  job	  is	  to	  figure	  out	  how	  to	  move	  users	  from	  one	  state	  to	  the	  next…	  
MyBookmarksTweet	  your	  favorites	  tool!	  
Thank	  you!	  @supermesh	   tal@magisto.com	  
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Tal Zilberman - Optimization in a Mobile World - KahenaCon 2013

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Transcript of "Tal Zilberman - Optimization in a Mobile World - KahenaCon 2013"

  1. 1. Tal  Zilberman  VP  Online  Marke-ng  @Magisto  
  2. 2. Magisto  –  The  Magical  Video  Editor  Select  Video  &  Photos   Choose  Edi-ng  Style   Add  Soundtrack  
  3. 3. Op9miza9on  in  a  Mobile  World  2005   2013  
  4. 4. Marke9ng  Channels  •  Owned  media  –  website,  blog,  social  channels    •  Paid  media  –  paid  search,  display  ads,  etc…    •  Earned  Media  –  PR,  buzz,  viral,  etc…      
  5. 5. But  what’s  next?  
  6. 6. How  to  beat  the  trough  of  sorrow?  Paul  Graham’s  startup  curve  
  7. 7.  Get  users  in  the  front  door    Get  users  to  the  ah-­‐ha  moment  as  fast  as  possible    Deliver  core  product  offer  as  frequent  as  possible      Chamath  Palihapi3ya  –    How  we  put  Facebook  on  the  path  to  1  billion  users  ”Get  any  user  from  0  to  7  friends  in  10  days"  Measure,  Try,  Test  
  8. 8. The  Framework  ü  This  framework  drives  our  online  marke-ng  strategy    ü  Every  new  feature  is  categorized  in  one  of  these  buckets  
  9. 9. How  does  it  work  in  mobile?  
  10. 10. ‘Acquisition’GeRng  people  to  install  the  app  Mobile  App  Install  Ads  App  Store  Op9miza9on  
  11. 11. ‘Activation’GeRng  people  to  sign  up  (and  to  the  ah-­‐ha!  moment)  
  12. 12. ’Retention’GeRng  users  to  become  ac-ve  “Good  push  no-fica-ons  drive  67%  of  app  usage  the  first  month  aer  download…”  Urban  Airship  
  13. 13. ‘Revenue’Mone-zing  ac-ve  users  -­‐  
  14. 14. ‘Referral’GeRng  ac-ve  users  to  refer  others  ü  Clear  benefit  (more  storage)  and  -ed  directly  to  the  core  product  ü  Simple  share  mechanism  to  Facebook,  Twi_er  and  email  ü  Fun  and  well  designed    Since  COPY  launched  less  than  90  days  ago,  it  gained  about  500k  users.  At  Magisto  we’ve  learned  only  30%  of  those  who  choose  to  share  via  Facebook  managed  to  share  successfully  due  to  poor  UX      
  15. 15. Your  job  is  to  figure  out  how  to  move  users  from  one  state  to  the  next…  
  16. 16. MyBookmarksTweet  your  favorites  tool!  
  17. 17. Thank  you!  @supermesh   tal@magisto.com  

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