Tal Zilberman - Optimization in a Mobile World - KahenaCon 2013Presentation Transcript
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, display ads, etc… • Earned Media – PR, buzz, viral, etc…
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 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
The Framework ü This framework drives our online marke-ng strategy ü Every new feature is categorized in one of these buckets
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 month aer download…” Urban Airship
‘Revenue’Mone-zing ac-ve users -‐
‘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
Your job is to ﬁgure out how to move users from one state to the next…