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Tal Zilberman - Optimization in a Mobile World - KahenaCon 2013
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Tal Zilberman - Optimization in a Mobile World - KahenaCon 2013

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Tal Zilberman - Optimization in a Mobile World - KahenaCon 2013 Tal Zilberman - Optimization in a Mobile World - KahenaCon 2013 Presentation 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…  
  • MyBookmarksTweet  your  favorites  tool!  
  • Thank  you!  @supermesh   tal@magisto.com