So you got yourself an app.
Now what?
Saturday 1 May 2010
Saturday 1 May 2010
Saturday 1 May 2010
ADNERDS IS SIMPLE
MATH
Saturday 1 May 2010
AdNerds = A^T
A = Advertising
T = Technology
TA
Saturday 1 May 2010
Mobile Marketing?
The Basics
Common Errors
Getting It Right
Saturday 1 May 2010
Saturday 1 May 2010
Ceci n’est pas une voiture
Saturday 1 May 2010
Smart Phone Apps will be a $4 billion industry by 2012.
Alan Mulally, President and CEO, Ford Motor Company
Mobile devices...
screenshot Safari
Ford (as in cars) creates “Mobile Application Developer Network.”
Saturday 1 May 2010
Ford Sync Applink
Saturday 1 May 2010
screenshot Safari
Does it pay to be an Innovative Company?
Saturday 1 May 2010
Saturday 1 May 2010
Bare Necessities
Saturday 1 May 2010
1) Build a kick ass app
2) Get it on the app store
2) Get the bare necessities right
3)
Saturday 1 May 2010
screenshot Safari
What are the Bare Necessities when it comes to Apps?
Saturday 1 May 2010
screenshot Safari
Inside the App Store vs. Outside the App Store
Saturday 1 May 2010
Typical App Buyer Decision Process, Jeffrey Hughes
see
icon click? app
page
app
pics
read? app
info
buybuy?
Inside the App...
1
2
3
45
7
6
Inside the App Store
Saturday 1 May 2010
famous logo self-explaining include promo
1 App Icon
Saturday 1 May 2010
2 App Title
descriptive easy to pronounce
and spell
memorable
PndDrppr
Weight Tips
(tips & tricks to loose weight easily) ...
3 Description
not too lengthy bullets
•
•
•
summary with
benefits
promotions
on top
%
include
positive reviews
“
”
“what’s ...
4 Screenshots
use horizontal pics
when appropriate
use all 5 screens descriptive screens
1 aaa
2 bbb
3 ccc
only “obvious” ...
5 Size
S < M < L < XL <10 MB
10
Saturday 1 May 2010
6 Prize
the value
of “free”
0€
price sensitive
market
€ €
#
#
competitor
pricing
A B C
WE?
price !
Saturday 1 May 2010
7 Reviews
ask for
feedback
?
filter
feedback
!"#
respond to
comments
learn from
competitors
!"#
Saturday 1 May 2010
Outside the App Store
monitor
the web
make it
sharable
clear
website
recycle
content
••••
like ••••
••••
Saturday 1 May 20...
Saturday 1 May 2010
If you build it, they won’t come
Saturday 1 May 2010
Youtube
App Store
Saturday 1 May 2010
VIRAL?
FORGET
IT!
Saturday 1 May 2010
Anno Domini 1955 Anno Domini 1967 Anno Domini 2002
Saturday 1 May 2010
Social Epidemics*: the Law of the Few
*Malcolm Gladwell: “The Tipping Point”.
Influentials
M
ILLI"
N
S
!
!
!
"
"
"
"
"
"
"...
Saturday 1 May 2010
ANY ATTEMPTTO ENGINEER SUCCES THROUGH
INFLUENTIALS
IS ALMOST CERTAINLY DOOMED
TO FAILURE
Saturday 1 May 2010
The size of a forest fire often has little to do with the spark that started it
and lots to do with the state of the fores...
Influentials cannot
tip a trend into existence
Success in a
networked society
is quite random
Saturday 1 May 2010
BIG-SEED
MARKETINGHARNESSING THE PASS-AROUND POWER OF
EVERYDAY PEOPLE
Saturday 1 May 2010
Expected number of new infectious people
generated by each existing one
= R (“Reproduction Rate”).
Saturday 1 May 2010
Companies, unlike diseases,
can use standard advertising methods
to create potentially enormous seeds.
Campaign:
bannering...
n / (1-r)
Saturday 1 May 2010
Saturday 1 May 2010
Do the right thing
Saturday 1 May 2010
Bare Necessities
Hacking the iPhone
App Store’s Algorithm
Big-Seed Marketing
Covered!
Saturday 1 May 2010
NDA
Lawyer
Saturday 1 May 2010
HACKINGTHE iPHONE APP STORE
ALGORITHM
Saturday 1 May 2010
Today’s
Ranking
x8 x5 x5 x2
+ + +=
Day Day - 1 Day - 2 Day - 3
focus your marketing efforts
during the first 4 days
algori...
make sure to have your 4 days
over and done with,
before the weekend
Mon Tue Wed Thu Fri Sat Sun
Sales breakdown by day
Sa...
Submission: get the bare necessities right!
D-7: inform blogs, press & review sites on upcoming launch
internal seeding
D0...
BIG-SEED
MARKETING
Saturday 1 May 2010
EVERYONE
WITH AN iPHONE
Saturday 1 May 2010
EVERYONE
KNOWS SOMEONE
WITH AN iPHONE
Saturday 1 May 2010
DISPLAY
ADVERTISING
Saturday 1 May 2010
SOCIAL
MEDIA
Saturday 1 May 2010
Everyone is hyper-connected
Saturday 1 May 2010
Competition
*Incentive
*2 criteria:
a certain skill (e.g. speed)
social dexterity (bring friends to
the party)
Saturday 1 ...
FOCUS ON
MOBILECONVERSIONS
Saturday 1 May 2010
OF DOWNLOADS VIA THE
MOBILE ECOSYSTEM
Sales breakdown by platform
8 %
mobile appstore
Saturday 1 May 2010
SMS “MMF” TO
89550 € / SMS SENT OR RECEIVED
stay up to date
Saturday 1 May 2010
Saturday 1 May 2010
Focus on Mobile Conversions
Seed & Feed from close by
4 Days of Success
Never lose Sight of
the Bare Necessities!
Saturday...
adnerds.be
That’s it, for today.
Saturday 1 May 2010
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AdNerds - Mobilemarketing

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AdNerds - Mobilemarketing

  1. 1. So you got yourself an app. Now what? Saturday 1 May 2010
  2. 2. Saturday 1 May 2010
  3. 3. Saturday 1 May 2010
  4. 4. ADNERDS IS SIMPLE MATH Saturday 1 May 2010
  5. 5. AdNerds = A^T A = Advertising T = Technology TA Saturday 1 May 2010
  6. 6. Mobile Marketing? The Basics Common Errors Getting It Right Saturday 1 May 2010
  7. 7. Saturday 1 May 2010
  8. 8. Ceci n’est pas une voiture Saturday 1 May 2010
  9. 9. Smart Phone Apps will be a $4 billion industry by 2012. Alan Mulally, President and CEO, Ford Motor Company Mobile devices will be the No. 1 way of accessing the internet by 2015 Saturday 1 May 2010
  10. 10. screenshot Safari Ford (as in cars) creates “Mobile Application Developer Network.” Saturday 1 May 2010
  11. 11. Ford Sync Applink Saturday 1 May 2010
  12. 12. screenshot Safari Does it pay to be an Innovative Company? Saturday 1 May 2010
  13. 13. Saturday 1 May 2010
  14. 14. Bare Necessities Saturday 1 May 2010
  15. 15. 1) Build a kick ass app 2) Get it on the app store 2) Get the bare necessities right 3) Saturday 1 May 2010
  16. 16. screenshot Safari What are the Bare Necessities when it comes to Apps? Saturday 1 May 2010
  17. 17. screenshot Safari Inside the App Store vs. Outside the App Store Saturday 1 May 2010
  18. 18. Typical App Buyer Decision Process, Jeffrey Hughes see icon click? app page app pics read? app info buybuy? Inside the App Store Saturday 1 May 2010
  19. 19. 1 2 3 45 7 6 Inside the App Store Saturday 1 May 2010
  20. 20. famous logo self-explaining include promo 1 App Icon Saturday 1 May 2010
  21. 21. 2 App Title descriptive easy to pronounce and spell memorable PndDrppr Weight Tips (tips & tricks to loose weight easily) Pound Dropper Saturday 1 May 2010
  22. 22. 3 Description not too lengthy bullets • • • summary with benefits promotions on top % include positive reviews “ ” “what’s new/ coming” new Saturday 1 May 2010
  23. 23. 4 Screenshots use horizontal pics when appropriate use all 5 screens descriptive screens 1 aaa 2 bbb 3 ccc only “obvious” screens Aha! Saturday 1 May 2010
  24. 24. 5 Size S < M < L < XL <10 MB 10 Saturday 1 May 2010
  25. 25. 6 Prize the value of “free” 0€ price sensitive market € € # # competitor pricing A B C WE? price ! Saturday 1 May 2010
  26. 26. 7 Reviews ask for feedback ? filter feedback !"# respond to comments learn from competitors !"# Saturday 1 May 2010
  27. 27. Outside the App Store monitor the web make it sharable clear website recycle content •••• like •••• •••• Saturday 1 May 2010
  28. 28. Saturday 1 May 2010
  29. 29. If you build it, they won’t come Saturday 1 May 2010
  30. 30. Youtube App Store Saturday 1 May 2010
  31. 31. VIRAL? FORGET IT! Saturday 1 May 2010
  32. 32. Anno Domini 1955 Anno Domini 1967 Anno Domini 2002 Saturday 1 May 2010
  33. 33. Social Epidemics*: the Law of the Few *Malcolm Gladwell: “The Tipping Point”. Influentials M ILLI" N S ! ! ! " " " " " " " " " " " " " " " " " " " " " Only Certain People Can Drive Trends Saturday 1 May 2010
  34. 34. Saturday 1 May 2010
  35. 35. ANY ATTEMPTTO ENGINEER SUCCES THROUGH INFLUENTIALS IS ALMOST CERTAINLY DOOMED TO FAILURE Saturday 1 May 2010
  36. 36. The size of a forest fire often has little to do with the spark that started it and lots to do with the state of the forest. Saturday 1 May 2010
  37. 37. Influentials cannot tip a trend into existence Success in a networked society is quite random Saturday 1 May 2010
  38. 38. BIG-SEED MARKETINGHARNESSING THE PASS-AROUND POWER OF EVERYDAY PEOPLE Saturday 1 May 2010
  39. 39. Expected number of new infectious people generated by each existing one = R (“Reproduction Rate”). Saturday 1 May 2010
  40. 40. Companies, unlike diseases, can use standard advertising methods to create potentially enormous seeds. Campaign: bannering, TV, e-mail, … n * * some large number of conversions, people who are sufficiently interested to click on the web ad or embedded link. Saturday 1 May 2010
  41. 41. n / (1-r) Saturday 1 May 2010
  42. 42. Saturday 1 May 2010
  43. 43. Do the right thing Saturday 1 May 2010
  44. 44. Bare Necessities Hacking the iPhone App Store’s Algorithm Big-Seed Marketing Covered! Saturday 1 May 2010
  45. 45. NDA Lawyer Saturday 1 May 2010
  46. 46. HACKINGTHE iPHONE APP STORE ALGORITHM Saturday 1 May 2010
  47. 47. Today’s Ranking x8 x5 x5 x2 + + += Day Day - 1 Day - 2 Day - 3 focus your marketing efforts during the first 4 days algorithm assumption by FaberNovel Saturday 1 May 2010
  48. 48. make sure to have your 4 days over and done with, before the weekend Mon Tue Wed Thu Fri Sat Sun Sales breakdown by day Saturday 1 May 2010
  49. 49. Submission: get the bare necessities right! D-7: inform blogs, press & review sites on upcoming launch internal seeding D0: press event & release, start microsite, campaign & seeding D1: newsletter and community seeding D2: stimulate reviews D3: collect feedback launch Saturday 1 May 2010
  50. 50. BIG-SEED MARKETING Saturday 1 May 2010
  51. 51. EVERYONE WITH AN iPHONE Saturday 1 May 2010
  52. 52. EVERYONE KNOWS SOMEONE WITH AN iPHONE Saturday 1 May 2010
  53. 53. DISPLAY ADVERTISING Saturday 1 May 2010
  54. 54. SOCIAL MEDIA Saturday 1 May 2010
  55. 55. Everyone is hyper-connected Saturday 1 May 2010
  56. 56. Competition *Incentive *2 criteria: a certain skill (e.g. speed) social dexterity (bring friends to the party) Saturday 1 May 2010
  57. 57. FOCUS ON MOBILECONVERSIONS Saturday 1 May 2010
  58. 58. OF DOWNLOADS VIA THE MOBILE ECOSYSTEM Sales breakdown by platform 8 % mobile appstore Saturday 1 May 2010
  59. 59. SMS “MMF” TO 89550 € / SMS SENT OR RECEIVED stay up to date Saturday 1 May 2010
  60. 60. Saturday 1 May 2010
  61. 61. Focus on Mobile Conversions Seed & Feed from close by 4 Days of Success Never lose Sight of the Bare Necessities! Saturday 1 May 2010
  62. 62. adnerds.be That’s it, for today. Saturday 1 May 2010

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