Funnel Dynamics - Towards the $1 Cost of Acquisition

Funnel Dynamics
Towards The $1 COCA
Prepared by Robert Pease
robertcpease@gmail.com
206.237.0397
@ReplyToAll
Summer 2011

Goal
Get attention (hard) and keep attention (harder)
The big “D” – distribution at attractive economics (COCA)
Informed targeting: how do you know when you don’t know
Demographics vs. psychographics
Agile marketing to keep pace with agile development
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By Robert Pease/@ReplyToAll

2x.5 – Twice as long, half as much
User growth plans – forecast vs. actual
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Activities drive traffic
Android App Launch
Public Beta Launch
Private Beta Launch
iPhone App Launch
Browser Extensions Launch
Google Apps Launch
Stumbleupon Campaign
Series A Announcement
Gadget Email Blast + Social Profiles Launch
RIM Acquisition Announcement
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The Traditional Marketing Playbook
Be smart
Print ads: no
Banner ads: no
List marketing: carefully
Radio: maybe, does your target market listen to Pandora?
Silver bullet: only 1 and it is Coors Light – there is no “one thing” to do
Launch events: one and done – launch is a process, not an event
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Paid Programs - Winners
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Sponsored Content Performance- Single Mashable Post
Mashable post = $1333
New users = 261
Starting COCA = $24.24
Current COCA = $5.11
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Direct Outreach Program
1 FTE contractor
Cost of research, conversion, testing
Lists + offer = you are in our target and we want your feedback
Take meeting and get a free trial
Limited pre-meeting use
Good way to test segments, hone pitch, learn problems
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Paid Programs - Winners
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Coverage & Awareness (not PR)
Focused and targeted around launch/release initially
Write & issue press releases via PRWeb for $200-400
Have a “point of view” & make it somewhat controversial (the new workstyle)
Draft early on (follow leader getting coverage)
Be who they mention as a competitor..every time they are asked
Led to earned coverage: no effort, no investment
BBCclick
NYPost
Find those who write about what you do (influencers) & get them to help tell your story
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A word about Adwords
For marketing message testing – yes
For competitive branding –yes
To drive users?
$56 per activated user
Innovation in the area – Trada(http://www.trada.com)
CrowdsourcedAdword optimization
$65 per activated user with no optimized landing pages, etc.
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Other Paid Programs
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Non-Paid Programs
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Social Engagement
Zone of Amazement
Zone of Affection
Zone of Indifference
Zone of Disdain
Response within 4 – 6 Hours
Personal & authentic
Actionable & meaningful
Over 6 hours to respond
Generic response
Direct sales tactics
Nothing worth sharing
Partial coverage
No coverage
No response
Response within 1-10 minutes
Personal & authentic
Actionable & meaningful
Complete coverage
Know the four zones of engagement – deploy a listening & engagement framework
Social is a tactic to reach and engage target users and influencers
Identify, engage, & brief influencers (treat them like press, they’ll write about you)
Engage target users by amplifying their content
Activate your Facebook fans (ask questions, Saturday am quality of life posts, give stuff away – people love tshirts)
LinkedIn group was a non-issue
Spammers on both so keep an eye open
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The Closed Loop
Methodically vs anecdotally working user feedback into the product planning process
See usage data for what it is, survey often, and don’t use ‘data’ as a defense
Giving them what you think they need vs. what they are asking for
Balance vision with practical features
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Funnel Dynamics
Towards The $1 COCA
Prepared by Robert Pease
robertcpease@gmail.com
206.237.0397
@ReplyToAll
Summer 2011

Funnel Dynamics - Towards the $1 Cost of Acquisition

by Robert Pease

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