Mobile Marketing - Just because you build it, doesn't mean they will come

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Some of what do you need to know to build an app. How to integrate social and gamification into the design, how to market via social when you have time but no money. And the sad fact that no amount of money or marketing can make a silk purse out of a sows ear.

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  • SpecificMeasurableAggressiveRealisticTime specific
  • Cannabolize
  • Mobile Marketing - Just because you build it, doesn't mean they will come

    1. 1. @shiraabel Using Social Media Marketing To Spread Your App Just because you build it, doesn’t mean they will come
    2. 2. @shiraabel Shira Abel President Hunter & Bard – Digital Marketing
    3. 3. @shiraabel Questions 1. When should I start thinking about marketing for my app? 2. How do I encourage people to share? 3. How do I test my ideas before spending money on development? 4. What do I need to know about packaging my app? 5. Ok - I’ve launched – Now what? 6. Where does social media marketing fit in? 7. What is the cheapest way to get user acquisition? 8. What is the future of app stores and external devices + how to make the best out of it? 9. Viral marketing for close communities - how to get to people who know each other to share?
    4. 4. @shiraabel When should I start thinking about marketing for my app? FROM THE VERY BEGINNING
    5. 5. @shiraabel Create a Product Worth Spreading An intuitive (and gorgeous) user interface can occasionally get press all on its own.
    6. 6. @shiraabel Marketing will not save a bad product
    7. 7. @shiraabel How do I encourage people to share?
    8. 8. @shiraabel Make it Easy for Them Make sharing a part of the product experience
    9. 9. @shiraabel Turn It Into a Game Give an incentive for people to share (leaderboard, b adges, etc…)
    10. 10. @shiraabel Reputation Economy
    11. 11. @shiraabel Give a Warm Fuzzy Feeling Build a community
    12. 12. @shiraabel How do I test my ideas before spending money on development?
    13. 13. @shiraabel Create a Free App (or Several) & Test**Disclosure: clients
    14. 14. @shiraabel Test Via Adwords*Disclosure: clients
    15. 15. @shiraabel What do I need to know about packaging my app? (People need to find & download the app, before they can share the app)
    16. 16. @shiraabel Naming is Crucial Make sure you can be found
    17. 17. @shiraabel What is Your Product? Descriptive names help you be found in the iTunes store
    18. 18. @shiraabel What are People Searching For? Key words in the title and text
    19. 19. @shiraabel Show the Pretty Great screen shots will take you far. People react to what they can see.
    20. 20. @shiraabel Ok - I’m ready to launch – Now what?
    21. 21. @shiraabel Define Your Objective
    22. 22. @shiraabel What’s Your Strategy
    23. 23. @shiraabel Sample Marketing Strategies • Create several free apps • Have in-app rev-share that have in-app advertising and go for advertisements large numbers directing to your paid (Interactive, Admob, etc app ) • Have your free app • Have a Lite Free and a represent a much larger Premium Paid version service (store, blog, (Lite having advertising service, company  – Premium having this is where the none) monetization is)
    24. 24. @shiraabel PERFORMANCE MEASUREMENT • What is your objective (SMART: specific, measurable, aggressive, realistic & time specific)? • What are your strategic initiatives? – Build awareness – Expand distribution – Build penetration – Build buying rate – Increase loyalty • Funnel – Where do you want people to go? – What action do you want people to take? – Track the movement – Conversion rate / A/B Testing – Test & iterate
    25. 25. @shiraabel Where does social media marketing fit in?
    26. 26. @shiraabel Discovery & Retention
    27. 27. @shiraabel
    28. 28. @shiraabel Give People a Reason To Return Paid Media/ Advertising (SEO / SEM) Earned Media / PR Social / Relationship Marketing $ •People find you via a •People find you via an •People come to your website search (better) or an ad article or blog post online & see your social media (hit & miss) •Brings in a lot of people profiles •Brings in people (top tier publication •OPT-IN means people are •Lower conversion rate •Higher conversion rate choosing to get your daily •Lower retention rate •Higher retention rate updates •Social proof (so and so has •High conversion rate written about you, you must •High retention rate be good) •Social proof (your friends are •One time. Once the article following) has passed, so have the people.
    29. 29. @shiraabel Be Where the Customer Lives
    30. 30. @shiraabel Be Where the Customer Lives
    31. 31. @shiraabel Be Where the Customer Lives
    32. 32. @shiraabel What is the cheapest way to get market penetration and user acquisition?
    33. 33. @shiraabel When You Don’t Have Money Who are the Who are Media? industry your target leaders / customers? influencers? GET TO KNOW THEM AND DON’T ASK FOR ANYTHING!!!!!
    34. 34. @shiraabel What is the future of app stores and external devices + how to make the best out of it?
    35. 35. @shiraabel From the App End - Cannibalize
    36. 36. @shiraabel Viral marketing for close communities - how to get to people who know each other to share?
    37. 37. @shiraabel Getting Started • Build in social / sharing elements • Start social for feedback & start community • Soft launch – no advertising or buzz (get the kinks out first!) • Launch • SEO / Media Buy / Earned media • Keep the social going • LISTEN & ITERATE
    38. 38. @shiraabel Build Community into Product • Ratings & Reviews (push request reviews) • Game mechanics • Build sharing into the product • Give give give • Build a reputation economy • And when you get comments from users – USE THEM & TAILOR ACCORDINGLY
    39. 39. Hat tip:
    40. 40. @shiraabel Take Aways • Marketing starts the second you have an idea for a product / service / business • Social is more than just engagement – it’s listening and reacting to criticisms • When you listen and respond, the result is a better product and a happier customer • Opt-in is more powerful than push THANK YOU
    41. 41. @shiraabel Thank Yous & References & Reads • Hillel Fuld • http://flowingdata.com/2011/09/18/yoda-pie-chart/ • http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people- pay • http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/ • http://www.slideshare.net/setlinger/altimeter-social-analytics081011final • Breakthrough Marketing Plans • http://www.seomoz.org/blog/tracking-the-roi-of-social-media • http://blog.inner-active.com/2011/04/a-complete-list-of-app-stores-across-all-mobile- platforms/ • http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/ • http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and- writers-make/ • http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/ • http://www.facebook-studio.com/

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