Funnel Dynamics<br />Towards The $1 COCA<br />Prepared by Robert Pease<br />robertcpease@gmail.com<br />206.237.0397<br />...
Goal<br />Get attention (hard) and keep attention (harder)<br />The big “D” – distribution at attractive economics (COCA)<...
2x.5 – Twice as long, half as much<br />User growth plans – forecast vs. actual<br />3<br />By Robert Pease/@ReplyToAll<br />
Activities drive traffic<br />Android App Launch<br />Public Beta Launch<br />Private Beta Launch<br />iPhone App Launch<b...
The Traditional Marketing Playbook<br />Be smart<br />Print ads: no<br />Banner ads:  no<br />List marketing: carefully<br...
Paid Programs - Winners<br />6<br />By Robert Pease/@ReplyToAll<br />
Sponsored Content Performance- Single Mashable Post<br />Mashable post = $1333<br />New users = 261<br />Starting COCA = $...
Direct Outreach Program<br />1 FTE contractor<br />Cost of research, conversion, testing<br />Lists + offer = you are in o...
Paid Programs - Winners<br />9<br />By Robert Pease/@ReplyToAll<br />
Coverage & Awareness (not PR)<br />Focused and targeted around launch/release initially<br />Write & issue press releases ...
A word about Adwords<br />For marketing message testing – yes<br />For competitive branding –yes<br />To drive users? <br ...
Other Paid Programs<br />12<br />By Robert Pease/@ReplyToAll<br />
Non-Paid Programs<br />13<br />By Robert Pease/@ReplyToAll<br />
Social Engagement<br />Zone of Amazement<br />Zone of Affection<br />Zone of Indifference<br />Zone of Disdain<br /><ul><l...
Personal & authentic
Actionable & meaningful
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Funnel Dynamics - Towards the $1 Cost of Acquisition

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A look at the programs, tactics, and performance of various programs used to build the funnel of users/customers including actual costs of acquisition per program.

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Funnel Dynamics - Towards the $1 Cost of Acquisition

  1. 1. Funnel Dynamics<br />Towards The $1 COCA<br />Prepared by Robert Pease<br />robertcpease@gmail.com<br />206.237.0397<br />@ReplyToAll<br />Summer 2011<br />
  2. 2. Goal<br />Get attention (hard) and keep attention (harder)<br />The big “D” – distribution at attractive economics (COCA)<br />Informed targeting: how do you know when you don’t know<br />Demographics vs. psychographics <br />Agile marketing to keep pace with agile development<br />2<br />By Robert Pease/@ReplyToAll<br />
  3. 3. 2x.5 – Twice as long, half as much<br />User growth plans – forecast vs. actual<br />3<br />By Robert Pease/@ReplyToAll<br />
  4. 4. Activities drive traffic<br />Android App Launch<br />Public Beta Launch<br />Private Beta Launch<br />iPhone App Launch<br />Browser Extensions Launch<br />Google Apps Launch<br />Stumbleupon Campaign<br />Series A Announcement<br />Gadget Email Blast + Social Profiles Launch<br />RIM Acquisition Announcement<br />4<br />By Robert Pease/@ReplyToAll<br />
  5. 5. The Traditional Marketing Playbook<br />Be smart<br />Print ads: no<br />Banner ads: no<br />List marketing: carefully<br />Radio: maybe, does your target market listen to Pandora?<br />Silver bullet: only 1 and it is Coors Light – there is no “one thing” to do<br />Launch events: one and done – launch is a process, not an event<br />5<br />By Robert Pease/@ReplyToAll<br />
  6. 6. Paid Programs - Winners<br />6<br />By Robert Pease/@ReplyToAll<br />
  7. 7. Sponsored Content Performance- Single Mashable Post<br />Mashable post = $1333<br />New users = 261<br />Starting COCA = $24.24<br />Current COCA = $5.11<br />7<br />By Robert Pease/@ReplyToAll<br />
  8. 8. Direct Outreach Program<br />1 FTE contractor<br />Cost of research, conversion, testing<br />Lists + offer = you are in our target and we want your feedback<br />Take meeting and get a free trial<br />Limited pre-meeting use<br />Good way to test segments, hone pitch, learn problems<br />8<br />By Robert Pease/@ReplyToAll<br />
  9. 9. Paid Programs - Winners<br />9<br />By Robert Pease/@ReplyToAll<br />
  10. 10. Coverage & Awareness (not PR)<br />Focused and targeted around launch/release initially<br />Write & issue press releases via PRWeb for $200-400<br />Have a “point of view” & make it somewhat controversial (the new workstyle)<br />Draft early on (follow leader getting coverage)<br />Be who they mention as a competitor..every time they are asked<br />Led to earned coverage: no effort, no investment<br />BBCclick<br />NYPost<br />Find those who write about what you do (influencers) & get them to help tell your story<br />10<br />By Robert Pease/@ReplyToAll<br />
  11. 11. A word about Adwords<br />For marketing message testing – yes<br />For competitive branding –yes<br />To drive users? <br />$56 per activated user<br />Innovation in the area – Trada(http://www.trada.com)<br />CrowdsourcedAdword optimization<br />$65 per activated user with no optimized landing pages, etc.<br />11<br />By Robert Pease/@ReplyToAll<br />
  12. 12. Other Paid Programs<br />12<br />By Robert Pease/@ReplyToAll<br />
  13. 13. Non-Paid Programs<br />13<br />By Robert Pease/@ReplyToAll<br />
  14. 14. Social Engagement<br />Zone of Amazement<br />Zone of Affection<br />Zone of Indifference<br />Zone of Disdain<br /><ul><li>Response within 4 – 6 Hours
  15. 15. Personal & authentic
  16. 16. Actionable & meaningful
  17. 17. Over 6 hours to respond
  18. 18. Generic response
  19. 19. Direct sales tactics
  20. 20. Nothing worth sharing
  21. 21. Partial coverage
  22. 22. No coverage
  23. 23. No response
  24. 24. Response within 1-10 minutes
  25. 25. Personal & authentic
  26. 26. Actionable & meaningful
  27. 27. Complete coverage</li></ul>Know the four zones of engagement – deploy a listening & engagement framework<br />Social is a tactic to reach and engage target users and influencers<br />Identify, engage, & brief influencers (treat them like press, they’ll write about you)<br />Engage target users by amplifying their content<br />Activate your Facebook fans (ask questions, Saturday am quality of life posts, give stuff away – people love tshirts)<br />LinkedIn group was a non-issue<br />Spammers on both so keep an eye open<br />14<br />By Robert Pease/@ReplyToAll<br />
  28. 28. The Closed Loop<br />Methodically vs anecdotally working user feedback into the product planning process<br />See usage data for what it is, survey often, and don’t use ‘data’ as a defense<br />Giving them what you think they need vs. what they are asking for <br />Balance vision with practical features<br />15<br />By Robert Pease/@ReplyToAll<br />
  29. 29. Funnel Dynamics<br />Towards The $1 COCA<br />Prepared by Robert Pease<br />robertcpease@gmail.com<br />206.237.0397<br />@ReplyToAll<br />Summer 2011<br />

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