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Marketing 101 @ TheHive by Gvahim Accelerator Program

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Another marketing 101 presentation for the teams of TheHive by Gvahim Accelerator Program at Tel Aviv University. TheHive is a 6 month program for new & returning immigrants to Israel.

More details about the program can be found here: https://gvahim.org.il/Default.aspx?KPages=692

Published in: Technology, Business
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Marketing 101 @ TheHive by Gvahim Accelerator Program

  1. 1. Dvir Reznik @dvirreznik dvirreznik.com
  2. 2.  What problem does your product solve?  Who are you selling it to?  Are they aware of the problem?  Will they be willing to pay for it?
  3. 3. Sometimes, it‟s about creating a solution for a „problem‟ people didn‟t know existed
  4. 4. Thin slicing Thick slicing
  5. 5. Source: Adapted from Nir Eyal, nirandfar.com
  6. 6. Is it a Painkiller or a Vitamin? • Obvious need • Quantifiable market • Monetizable • Emotional need • „I feel good‟ • Market unknown
  7. 7. Channels User Acquisition SEO/ASO/SEM Messaging Product Analytics Working with the Media Community Online
  8. 8. Google Analytics Fiverr oDesk / eLance OneHourTranslation Dropbox/Copy HARO (Help A Reporter Out) Twitter lists Distimo Monitor Google Keywords Tool Unbounce MailChimp Asana SurveyMonkey TestFairy AppCodes.es LinkedIn Groups Facebook pages Campus London EDU PAUG Optimizely
  9. 9. What did I do yesterday and how it performed? What I‟m doing today What am I doing tomorrow?
  10. 10. Source: The Lean Startup by Eric Ries
  11. 11. App Stores (official & others) Email marketing Blog Social/Digital SEO & SEM Partnerships & Co-promotions PR and bloggers High volume High conversion Low cost
  12. 12.  Acquisition: users download from various channels  Activation: users enjoy 1st visit, a happy experience  Retention: users come back, open app multiple times  Referral: users like our app enough to refer others  Revenue: users conduct some monetization behavior Source: Dave McClure
  13. 13.  Notifications  Invites  Rate Us  Badge icons  Emails  App Store Optimization  Website Optimization
  14. 14.  CPC, CPD, CPA  Lots of mobile ad networks  Test first, campaign later  Facebook App Center & App Install  Twitter Ads
  15. 15.  Name  App icon  Category  Screenshots  Description  Rating  Reviews  Be Creative  A/B test everything
  16. 16. Product TimingStory
  17. 17.  Know the narrative(s)  Find your customer‟s internal trigger (as opposed to external trigger)  „Every time the user [trigger], they [my product]‟ “Every time the user feels lonely, they open Facebook”
  18. 18.  Serendip & Whitney Houston  Twitter @ SXSW  Onavo & AT&T  Sync your calendars  Ride on major events/themes
  19. 19.  Features that improve conversion ◦ 80% - optimize existing features ◦ 20% - develop new features  No right or wrong – A/B Test, a lot  Measure  Repeat
  20. 20. Like The Web, But A Lot Harder - Sean Byrnes, Flurry CTO
  21. 21.  Retention – month/month active users  Engagement – increase active users  Monetization – make money 
  22. 22. “The people who signed up in the first month: Are they still using it today? Often in social startups you‟ll see people sign up, use it for a couple of months, and then never use it again. This weird effect where, because your sign-up rate is so high, your active users seems to stay pretty much the same. Like a revolving door.”
  23. 23.  Funnel analysis  Social sharing  Demographic data  Tracking time and location  context  Optimize signup process  Push notification  Rate Us  Update Version  Email marketing
  24. 24. The Fact That You Exist – Not News
  25. 25.  Research your audience (aka the press)  Don‟t spam  Perfect your elevator pitch  Twitter lists  G+ for tech pundits and journalists  Facebook – rally your troops
  26. 26.  Start early (Soluto)  Choose your markets (Waze)  Be creative (Rovio)  Give back (Google giveaways)  Publicize your users (Onavo)
  27. 27.  Time to first share  length of sharing period  k factor (how many new users does each user bring in)  larger than 1
  28. 28.  Web to Mobile  Downloads, not page views  Engagement  Cross-sale portfolio apps with partners
  29. 29. Dvir Reznik | @dvirreznik | dvirreznik.com
  30. 30.  Marketing & PR dude for startups  Past: ◦ Onavo, Director of Marketing ◦ Intlock, VP Sales & Marketing ◦ IBM Software  Online: dvirreznik (everywhere)

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