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Webinar: From k-factor to emotion: What makes an app go viral, and how do you measure virality?

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They said, “If you build it, they will come.” They lied. Pour your heart and soul into creating the most beautiful, user-engaging apps. Create content. Promote. Do everything you can, and still, you can’t fill the stadium. Why is virality so tough on mobile? How can we aim for virality ourselves?

Published in: Mobile
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Webinar: From k-factor to emotion: What makes an app go viral, and how do you measure virality?

  1. 1. From k-factor to emotion: What makes an app go viral and how do you measure virality? Mada Seghete • Founder | Head of Growth @mada299 • @branchmetrics
  2. 2. 1982 Newborn 2005 Engineer + Product 2012 Mobile App Designer + Marketer 2014 Branch Founder ABOUT ME @mada299
  3. 3. Mobile Growth Community New Country Expansion Branch Platform Growth Culture, branding and employee experience WHAT I DO AT BRANCH
  4. 4. early 2013 Photobook printing app June 2014 Branch started Now: ● 140 people ● 25k apps ● 2.3B users deep linked ABOUT BRANCH @branchmetrics
  5. 5. Branch is the linking infrastructure for the world’s best apps.
  6. 6. Let me tell you a story
  7. 7. After four months of development 10
  8. 8. Play Store and TechCrunch Feature 5,300
  9. 9. The trough of despair 400
  10. 10. Raised money & Facebook app installs 11,000
  11. 11. Paid install was ROI negative 700
  12. 12. We tried everything we could 200
  13. 13. And couldn’t figure it out 200
  14. 14. Our choices were limited
  15. 15. It’s an industry problem The 1000th most popular app of all time has 0.2% the adoption of the 1st. And they shut down in 2015. 1st, Facebook 10th, Skype, 12% 1000th, Pixable, 0.2%
  16. 16. Awareness
  17. 17. How about organic? Web SEO Organic Invites and Sharing Partnerships
  18. 18. Web SEO + Content
  19. 19. 1. Get users on the web 2. Convert them and retain them in the app
  20. 20. Search content discovery flow SEARCH FOR CONTENT
  21. 21. Search content discovery flow SEARCH FOR CONTENT
  22. 22. Search content discovery flow SEARCH FOR CONTENT DEEP LINKED CONTENT
  23. 23. Web SEO is much easier to achieve than app SEO today
  24. 24. Why not just ASO?
  25. 25. “Deep linking from mobile web to app with Branch was a game-changer for us.”
  26. 26. What makes good content?
  27. 27. Humans crave the opportunity to give advice and offer tips Why advocate marketing works - your best customers love to help out, but especially if they offer practical value. @mada299 USEFULNESS
  28. 28. Users click and share because something drives an emotion in them. In general, positive emotions make people share (the happier the post, the more likely it is to be shared) Negative emotions drive more clicks. High arousing emotions drive more shares @mada299 EMOTION
  29. 29. The 7 High-Arousal Emotions That Make Your Content Contagious EMOTION @mada299 1. Awe 3. Anxiety2. Anger 4. Fear
  30. 30. The 7 High-Arousal Emotions That Make Your Content Contagious EMOTION @mada299 5. Joy 6. Lust 7. Surprise
  31. 31. Social sharing improves your SEO!
  32. 32. Emotion: Acceptance and surprise Title: 83 reasons why cats are the best pet. You won’t believe number 45 Click rate: 5.1% Share rate: 0.22% Like rate: 0.14% Emotion: Acceptance Title: 83 Reasons why cats are better than dogs Click rate: 4.7% Share rate: 0% Like rate: 0.18% Virality and cats @mada299
  33. 33. Emotion: Anger Title: 83 Reasons why you should not get a cat Click rate: 5.4% Share rate: 0% Like rate: 0% Emotion: Pride Title: 83 reasons why you should date a cat owner Click rate: 2.4% Share rate: 0% Like rate: 0% Virality and cats @mada299
  34. 34. Branded links work VS. @mada299
  35. 35. PERSONALIZED WELCOMES Welcome users with rewards and context
  36. 36. CUSTOM ONBOARDING Engage new users with custom welcome 78% conversion to signup
  37. 37. Sharing + Virality
  38. 38. User A engages in app User A shares app User B clicks on link User B downloads app User B engages in app User B shares app Double viral loop 1 2 3 4 5 • @mada299 @mada299 Viral Loops
  39. 39. INCENTIVES @mada299
  40. 40. Incentives @mada299
  41. 41. Invite a friend to skip the line Incentives @mada299
  42. 42. 29% Referral best practices It’s better to get something than a discount on something. Give an incentive If you can only reward one, reward the new user. Two-sided are best Make it incredibly easy for users to share. One-step sharing is best People share when it makes them look good. Appeal to ego @mada299
  43. 43. EGO @mada299
  44. 44. EGO @mada299
  45. 45. EGO @mada299
  46. 46. Key Partnerships Instacart + Yummly
  47. 47. APP TO APP AFFILIATE ROUTING Partner with adjacent businesses to drive mobile commerce
  48. 48. APP TO APP CONNECTIONS Drive value with links that keep content 35% one-week retention
  49. 49. SpotHero + Waze
  50. 50. Keeping and activating your users
  51. 51. Source: https://www.emarketer.com/Article/Smartphone-Apps-Crushing-Mobile-Web-Time/1014498 19 minutes per day 1.9 hours per day
  52. 52. Source: https://www.internetretailer.com/2014/08/13/jackthreads-proves-deep-linking-e-mail-apps-boosts-sales Source: http://www.businessinsider.com/time-spent-mobile-browsing-vs-apps-2015-9 Apps convert 120% better than the mobile browser App users are 2.5x as engaged as mobile web users
  53. 53. First experience = first date. Make a good impression!
  54. 54. PERSONALIZED WELCOMES Welcome users with rewards and context
  55. 55. CUSTOM ONBOARDING Engage new users with custom welcome
  56. 56. PERSONAL WELCOME WITH FRIEND’S PICTURE Blackbox by Ryan McLeod // @warpling
  57. 57. FUN ONBOARDING First-touch UX Blackbox by Ryan McLeod // @warpling
  58. 58. TIP 56% of users reported that they have not signed up for an app or service because the registration process was too time-consuming. As we mentioned earlier, an important question to ask is: Do we even need logins? Dollarbird doesn't use a login or profile
  59. 59. Just Keep Building. start today at branch.io @mada299 @branchmetrics

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