Appvertising - How to Brand and Market Your WebApp

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Appvertising is a talk by Wolf Becvar on how to brand and market your webapp. It raises the question why branding and marketing have become such distinguishing factors and delivers 23 useful tips to boost your webapp business. Please be aware of the fact that this slides are a supplement to the life presentation and therefore by no means complete or self explaining.

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Appvertising - How to Brand and Market Your WebApp

  1. [App]vertising Wolf Becvar
  2. That’s Me Wolf Becvar @wdbecvar Product Manager @hotgloo #appvert #riaworld Source: Scott Beale /Laughing Squid, laughingsquid.com
  3. The Online Wireframe App
  4. Concept Development Design
  5. 12/2008 02/2009 03/2009 04/2009 > Hannes Diploma > Start Development 08/2009 02/2010 > Go HotGloo! > Beta Launch 08/2009 LAUNCH> Start Communication NOMINEE for Best of RIA 2009 O’Reilly InsideRIA
  6. This IS NOT about ...
  7. This IS about ...
  8. Contents • The importance of marketing in the webapp business • The game rules of marketing have altered • 23 DOs and DONTs when marketing a webapp
  9. Why is marketing so damn important?
  10. Marketing is the hardest part in building a web business.
  11. n=66 Source: TechCrunch Survey 2009 http://bit.ly/90DX0N Average monthly marketing spend 55 % 9 % 17 % 12 % 3 %5 % 0 $0 - $100 $100 - $1.000 $1.000 - $10.000 $10.000 - $50.000 $50.000 - $100.000
  12. has changed.The World
  13. Source: http://www.flickr.com/photos/myklroventine/2372327933/
  14. has changed.The Web
  15. Source: http://www.flickr.com/photos/xingty/3421423768/sizes/l/
  16. has changed forever. Marketing
  17. FEATURES “What it has” 1900 BENEFITS “What it does” 1925 EXPERIENCE “What you’ll feel” 1950 IDENTIFICATION “Who you are” 2000 Evolution of Marketing Source: Marty Neumeier, The Brand Gap
  18. SENDER MESSAGE RECEIVER Old Communication Model Source: Marty Neumeier, The Brand Gap
  19. Source: http://www.flickr.com/photos/tripwolf/2725540652/sizes/o/
  20. New Communication Model SENDER MESSAGE RECEIVER Source: Marty Neumeier, The Brand Gap
  21. Consumers People Product Experience Identity Personality Function Identification Communication Dialogue Service Realtionship
  22. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” - American Marketing Association “
  23. EVERYTHING IS MARKETING.” - Jason Fried, 37Signals “
  24. EVERYTHING IS MARKETING.” - Jason Fried, 37Signals “
  25. 4Ps of Marketing P PRODUCT P PRICE P PLACE P PROMOTION
  26. 4Cs of Marketing C Consumer wants and needs C Cost to satisfy C Convenience to buy C Communication
  27. 4Cs of Marketing C Consumer wants and needs C Cost to satisfy C Convenience to buy C Communication
  28. Why?
  29. Innovate
  30. 4Cs of Marketing C Consumer wants and needs C Cost to satisfy C Convenience to buy C Communication
  31. • what would you pay? • charge in $ USD • don‘t be innovative • be really boring
  32. Give something away for free!
  33. 4Cs of Marketing C Consumer wants and needs C Cost to satisfy C Convenience to buy C Communication
  34. Who are your customers?
  35. Where do you fit in?
  36. 4Cs of Marketing C Consumer wants and needs C Cost to satisfy C Convenience to buy C Communication
  37. MARKETS ARE CONVERSATION.” - 1st These, Cluetrain Manifesto “
  38. #1 Define your Vision and Values
  39. A Brand is a person’s gut feeling about a product, service, or company.” Marty Neumeir, Liquid Agency “
  40. Your LOGO is not your BRAND!
  41. Who are you? What do you do? Why does it matter?
  42. Source: banksy.co.uk/ #3 Don’t ignore your BRAND
  43. The best software has a vision. The best software takes sides. When someone uses software, they’re not just looking for features, they’re looking for an approach. They’re looking for a vision.“ - Jason Fried, 37Signals “
  44. #3 Care about your NAME
  45. • Meaningful • Distinctive • Future-oriented • Modular • Protectable • Positive • Visual
  46. Source: http://www.flickr.com/photos/stabilo-boss/
  47. #4 be different
  48. If everyone ZIGS, ZAG!” Marty Neumeir, Liquid Agency “
  49. Source: http://www.spaceff.com/Aeron1.jpg
  50. #5 Create A Personality around your Brand
  51. #6 be emotional
  52. #7 Be TRANSPARENT
  53. #7 Tell A Story
  54. #8 Do it like HOLLYWOOD
  55. #9 Communicate since Day -XY
  56. http://www.flaek.com/
  57. #10 Choose your weapons of choice
  58. Source: http://www.flickr.com/photos/briansolis/2735401175/
  59. • Research • Identify • Listen • Learn • Act • React
  60. [App]itecture
  61. #13 Beta or NOT?
  62. #16 Worship your UX
  63. #11 Get A-List customers
  64. “Working with HotGloo has been a dream come true.” Mark Unger / Director of Interactive/Partner of Push.
  65. • Compiled List http://hubpages.com/hub/Promote_your_Webapp • TechCrunch http://www.crunchbase.com/ • WebAppers http://www.webappers.com/ #12 Promote your Webapp
  66. #14 Sell your By-Products
  67. #15 Bridge the GAP
  68. http://www.flickr.com/photos/qypeuk/3637620452/sizes/o/in/set-72157619894149838/ Throw a Party
  69. Set up a Workshop
  70. Sponsor Booths/Events
  71. #17 Join the CONVERSATION
  72. #18 Build loyal foundations
  73. #19 Use the power of the crowd
  74. Go Viral!
  75. Source: http://grasshopper.com/5000
  76. #20 take care of your USERS
  77. It takes months to find a customer but seconds to lose one.” “
  78. Listen to your customers, but then ignore them. Remember your vision.” - Jason from Mint.com “
  79. If you screw up, tell! Source: banksy.co.uk/
  80. #22 Know your metrics
  81. www.hotgloo.com Referring Sites Feb 14, 2010 - Oct 31, 2010 Comparing to: Site 0 1,000 2,000 0 1,000 2,000 Feb 15 Mar 10 Apr 2 Apr 25 May 18 Jun 10 Jul 3 Jul 26 Aug 18 Sep 10 Oct 3 Oct 26 Visits Referring sites sent 69,914 visits via 1,730 sources Site Usage Visits 69,914 % of Site Total: 35.13% Pages/Visit 2.72 Site Avg: 3.01 (-9.38%) Avg. Time on Site 00:02:35 Site Avg: 00:02:54 (-11.07%) % New Visits 63.91% Site Avg: 47.09% (35.73%) Bounce Rate 49.15% Site Avg: 48.55% (1.25%) Source Visits Pages/Visit Avg. Time on Site % New Visits Bounce Rate garmahis.com 5,864 3.01 00:02:45 72.63% 38.78% webdesignledger.com 4,861 2.27 00:02:14 78.40% 48.10% c2.com 4,751 2.64 00:02:26 80.78% 44.54% speckyboy.com 4,689 3.05 00:02:37 77.27% 35.40% hotgloo.com 3,476 1.53 00:01:35 53.54% 78.08% thenetawards.com 2,476 1.78 00:01:17 85.10% 67.45% swiss-miss.com 2,326 2.36 00:01:45 64.88% 58.25% smashingmagazine.com 2,292 3.11 00:03:10 70.03% 39.18% twitter.com 1,872 2.07 00:01:23 47.01% 65.76%
  82. • CPA • ARPU • Churn • LVT Cost Per Acquisition Average Revenue Per User Churn % Lifetime Value Per Customer
  83. #23 Learn from those who‘ve been there
  84. #Don’t give up! Source: banksy.co.uk/
  85. Wolf Becvar wolf@hotgloo.com HotGloo Celsiusweg 15 22761 Hamburg Germany www.hotgloo.com Tweet @wdbecvar Link www.xing.com/profile/WolfDieter_Becvar www.linkedin.com/in/wdbecvar THANK YOU!
  86. Booklist
  87. • Venture Hacks - http://venturehacks.com/ • A Smart Bear - http://blog.asmartbear.com/ • WebAppers - http://www.webappers.com/ • TechCrunch - http://techcrunch.com/ • Smashing Magazine - http://www.smashingmagazine.com/ • Inspired Magazine - http://www.inspiredm.com/ • UX Booth - http://www.uxbooth.com/ • Signal Vs. Noise - http://37signals.com/svn • Mashable - http://mashable.com/ • Think Vitamin - http://thinkvitamin.com/ Blogroll
  88. • Getting Real!, 37 Signals http://bit.ly/akgT4U • 10 Golden Principles of Successful Webapps, Fred Wilson, http://bit.ly/ddS8DL • How to promote your Webapp, Kevin Rose, http://bit.ly/andFnv • Grasshopper 5000 Case Study, http://bit.ly/cRbIsA • Don’t just roll the dice, Neil Davidson, http://bit.ly/ddsSP9 • SaaS Revenue Modeling, http://bit.ly/aRvNoI Inspiration
  89. Image/Video Credits • http://www.flickr.com/photos/arkfinder/2526216546/ • http://www.banksy.co.uk/ • http://www.laughingsquid.com • http://www.neutronllc.com/ • http://www.flickr.com/photos/tripwolf/2725540652/ • http://www.flickr.com/photos/maxvoltar/3148397005/ • http://www.flickr.com/photos/briansolis/2735401175/ • http://www.flickr.com/photos/stabilo-boss/ • http://grasshopper.com/5000 • http://www.flickr.com/photos/myklroventine/2372327933/ • http://www.youtube.com/watch?v=hqQ1ROREP24 • http://www.youtube.com/watch?v=RWyr8SOh4dk • http://www.youtube.com/watch?v=pUOfMI8SY1c

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