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Tal Zilberman - Optimization in a Mobile World - KahenaCon 2013

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Tal Zilberman - Optimization in a Mobile World - KahenaCon 2013

  1. 1. Tal  Zilberman  VP  Online  Marke-ng  @Magisto  
  2. 2. Magisto  –  The  Magical  Video  Editor  Select  Video  &  Photos   Choose  Edi-ng  Style   Add  Soundtrack  
  3. 3. Op9miza9on  in  a  Mobile  World  2005   2013  
  4. 4. Marke9ng  Channels  •  Owned  media  –  website,  blog,  social  channels    •  Paid  media  –  paid  search,  display  ads,  etc…    •  Earned  Media  –  PR,  buzz,  viral,  etc…      
  5. 5. But  what’s  next?  
  6. 6. How  to  beat  the  trough  of  sorrow?  Paul  Graham’s  startup  curve  
  7. 7.  Get  users  in  the  front  door    Get  users  to  the  ah-­‐ha  moment  as  fast  as  possible    Deliver  core  product  offer  as  frequent  as  possible      Chamath  Palihapi3ya  –    How  we  put  Facebook  on  the  path  to  1  billion  users  ”Get  any  user  from  0  to  7  friends  in  10  days"  Measure,  Try,  Test  
  8. 8. The  Framework  ü  This  framework  drives  our  online  marke-ng  strategy    ü  Every  new  feature  is  categorized  in  one  of  these  buckets  
  9. 9. How  does  it  work  in  mobile?  
  10. 10. ‘Acquisition’GeRng  people  to  install  the  app  Mobile  App  Install  Ads  App  Store  Op9miza9on  
  11. 11. ‘Activation’GeRng  people  to  sign  up  (and  to  the  ah-­‐ha!  moment)  
  12. 12. ’Retention’GeRng  users  to  become  ac-ve  “Good  push  no-fica-ons  drive  67%  of  app  usage  the  first  month  aer  download…”  Urban  Airship  
  13. 13. ‘Revenue’Mone-zing  ac-ve  users  -­‐  
  14. 14. ‘Referral’GeRng  ac-ve  users  to  refer  others  ü  Clear  benefit  (more  storage)  and  -ed  directly  to  the  core  product  ü  Simple  share  mechanism  to  Facebook,  Twi_er  and  email  ü  Fun  and  well  designed    Since  COPY  launched  less  than  90  days  ago,  it  gained  about  500k  users.  At  Magisto  we’ve  learned  only  30%  of  those  who  choose  to  share  via  Facebook  managed  to  share  successfully  due  to  poor  UX      
  15. 15. Your  job  is  to  figure  out  how  to  move  users  from  one  state  to  the  next…  
  16. 16. MyBookmarksTweet  your  favorites  tool!  
  17. 17. Thank  you!  @supermesh   tal@magisto.com  

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