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Growing Your iOS App Business“The journey to the Emerald City”<br />Ryan Ruud Marketing Communications, W3i<br />@ryanruud...
The Emerald City<br />App success = Emerald City<br />
The Wizard<br />The Wizard = Mystery of the App Store<br />
The Yellow Brick Road<br />We’re off to see the wizard. . .<br />There is a path and you’re not alone on your way to the E...
Along the way. . .<br />Planning (Brain)<br />Distributing (Courage)<br />Engaging (Heart)<br />Cashing in (Ruby Slippers)...
Planning<br />
What Type of App to Build<br />Pick a category<br />App Store 20 total categories<br />Games 	<br />Games 19 sub-categorie...
Creating the Blockbuster<br />It is harder to create a hit without a cowboy mentality surrounding you.<br />Fail upwards. ...
Be Transparent<br />Make it easy for users to find the answer<br />Added “Need to request a refund?” and “How to disable i...
Build in engagement<br />
App Store Optimization-ASO<br />Icon: <br />Easy to recognize and tie to app<br />Consistent use (small and large icon)<br...
App Store Optimization-ASO<br />Screenshots: <br />Take the time to make quality images<br />Capture images that best depi...
Distributing<br />
Predictable Distribution<br />
Dolphin Play Ranking<br />
How to Influence Rating<br />Apply viral hooks in your app to encourage sharing<br />Use in-app messaging<br />Develop a p...
Driving Installs<br />Public Relations<br />Apperang<br />Twitter<br />Networking<br />Results:<br />10 Media Mentions<br ...
Elusive Apple Feature<br />Mystery<br />Credibility & Awareness<br /> Demo at mobile shows<br />Nag, ask questions<br />Lu...
Advertising<br />Game App Advertising US<br />*Seasonal price sensitivity<br />
Discounting<br />Discounting can get you noticed<br />App price trackers will promote <br />Make sure price drop is ridicu...
AppAllStar – iOS App Calendar<br />Calendar Widget<br />Single-day Widget<br />iOS App Calendar <br />Promotional Site<br />
Viral<br />Getting more social<br />Ngmoco – launching worldwide social gaming network<br />Samsung’s Android phones<br />...
Capitalize on Holiday Demand<br />Christmas is a head spinner— over 3X the traffic<br />Watch out for the big guys like EA...
Engaging<br />
Increase App Usage<br />Plan. Who’s the audience? What is sticky for them?<br />Plan for strong entertainment value<br />G...
Reward Users for Coming Back<br />Strategic reward schedules<br />Fixed interval reward scheduling<br />Fixed action rewar...
Alerts Are a Must.<br />Push Notifications<br />Maximum 3 times a day<br />Uses<br />Tied to events or actions<br />Decay ...
Compulsion Loops<br />Tangle of social obligations<br />Eliminate Pro<br />Gets users hooked and then asks them to pay<br ...
Constant Updates<br />Push notification keeps game top of mind<br />Examples<br />Improve game play<br />Add fresh content...
Cashing in<br />
Game Balancing<br />Having multiple options or routes to victory<br />User can buy a quicker route<br />Smurf’s Village<br...
16 out of 25 top grossing iPhone game apps are using in-app purchases<br />iTunes Top Grossing 03/31/2011<br />
10 out of 25 top grossing iPhone game apps are using the free-to-play model<br />iTunes Top Grossing 03/15/2011<br />
Free vs Paid<br />Revenue Share By Monetization Type (United States)<br />
With W3i’s Ad-funded Payment Platform<br />Fully Branded<br />Recommend apps for virtual currency <br />Easy for user to p...
3rd Party Developer Simulation Game<br />raiX Fish Farm<br />After<br />Ad Funded     Payment      	    Platform<br />Befo...
Sold Millions, Now What?<br />
Licensing<br />
Questions<br />Contact:<br />Twitter:	W3i<br />Blogs:  W3i<br />SmartAppMarketing 	AppMarketingTips<br />
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App Marketing Strategies: Growing your business, driving downloads, monetizing users and dominating the app store

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Successful app businesses start with app marketing strategies that align acquisition and monetization. A pivotal player in that alignment is the app store. This presentation was delivered to MinneBar conference at BestBuy Headquarters.

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App Marketing Strategies: Growing your business, driving downloads, monetizing users and dominating the app store

  1. 1. Growing Your iOS App Business“The journey to the Emerald City”<br />Ryan Ruud Marketing Communications, W3i<br />@ryanruud on Twitter<br />
  2. 2. The Emerald City<br />App success = Emerald City<br />
  3. 3. The Wizard<br />The Wizard = Mystery of the App Store<br />
  4. 4. The Yellow Brick Road<br />We’re off to see the wizard. . .<br />There is a path and you’re not alone on your way to the Emerald City<br />
  5. 5. Along the way. . .<br />Planning (Brain)<br />Distributing (Courage)<br />Engaging (Heart)<br />Cashing in (Ruby Slippers)<br />
  6. 6. Planning<br />
  7. 7. What Type of App to Build<br />Pick a category<br />App Store 20 total categories<br />Games <br />Games 19 sub-categories - 15% of App Store<br />Highly competitive<br />Social<br />Niche<br />
  8. 8. Creating the Blockbuster<br />It is harder to create a hit without a cowboy mentality surrounding you.<br />Fail upwards. <br />Don’t create a bigger footprint and get trapped in your own wealth.<br />It helps to be a little crazy, a little delusional.<br />Don’t be afraid to pivot.<br />Start with a lot of concepts, then start cutting.<br />Understand the human side of business.<br />Relentless focus on quality and creating apps that don’t suck<br />Stop doing things that piss users’ off<br />Hurry up and wait- Eliminate splash screens<br />Surprise and delight- Add those little things that impress people. <br />Implementation detail- Never let them see how you made it<br />Design for everyone- Bejeweled versus Grand Theft Auto<br />Don’t be a jerk- spam<br />
  9. 9. Be Transparent<br />Make it easy for users to find the answer<br />Added “Need to request a refund?” and “How to disable in-app purchasing”<br />Direct link in app via a “?” <br />Additional disclosures in App Store Description<br />
  10. 10. Build in engagement<br />
  11. 11. App Store Optimization-ASO<br />Icon: <br />Easy to recognize and tie to app<br />Consistent use (small and large icon)<br />Avoid trademark violations<br />Vector based<br />Name<br />Describe utility of the game<br />Avoid special characters<br />Don’t use the device in name<br />
  12. 12. App Store Optimization-ASO<br />Screenshots: <br />Take the time to make quality images<br />Capture images that best depict app<br />Don’t use device imagery (automatic rejection)<br />Description<br />First two lines most important<br />Simple, concise words<br />Match tone to game<br />Use copy to enhance credibility<br />Don’t include price<br />Maximize copy above the fold<br />
  13. 13. Distributing<br />
  14. 14. Predictable Distribution<br />
  15. 15. Dolphin Play Ranking<br />
  16. 16. How to Influence Rating<br />Apply viral hooks in your app to encourage sharing<br />Use in-app messaging<br />Develop a plan<br />
  17. 17. Driving Installs<br />Public Relations<br />Apperang<br />Twitter<br />Networking<br />Results:<br />10 Media Mentions<br />80+ In-coming Leads<br />
  18. 18. Elusive Apple Feature<br />Mystery<br />Credibility & Awareness<br /> Demo at mobile shows<br />Nag, ask questions<br />Luck<br />
  19. 19. Advertising<br />Game App Advertising US<br />*Seasonal price sensitivity<br />
  20. 20. Discounting<br />Discounting can get you noticed<br />App price trackers will promote <br />Make sure price drop is ridiculous enough to get PR<br />Never say never. Mark Rein, VP of Epic Games-creator of Infinity Blade, <br />"Folks we are NOT going to screw the folks who bought Infinity Blade at $5.99 by dropping the [price] only a few weeks after we ship!" <br />Just discounted price by 50%.<br />
  21. 21. AppAllStar – iOS App Calendar<br />Calendar Widget<br />Single-day Widget<br />iOS App Calendar <br />Promotional Site<br />
  22. 22. Viral<br />Getting more social<br />Ngmoco – launching worldwide social gaming network<br />Samsung’s Android phones<br />Facebook’s single sign-in<br />
  23. 23. Capitalize on Holiday Demand<br />Christmas is a head spinner— over 3X the traffic<br />Watch out for the big guys like EA<br />Don’t over analyze<br />Promote 4 days prior<br />App Store holiday lockdown<br />Demand for holiday themes<br />
  24. 24. Engaging<br />
  25. 25. Increase App Usage<br />Plan. Who’s the audience? What is sticky for them?<br />Plan for strong entertainment value<br />Give tips about use<br />Create a community<br />Collecting<br />Exchanging<br />Allow customization<br />Scoring-points<br />Create competition among friends using visible metrics<br />Add fresh content<br />Give incentives for returning<br />
  26. 26. Reward Users for Coming Back<br />Strategic reward schedules<br />Fixed interval reward scheduling<br />Fixed action reward scheduling<br />Elements of Good Reward Schedules<br />Contingency<br />Response<br />Reinforcement<br />Fixed interval reward<br />Trade Nations<br />Fixed action reward<br />Dolphin Play<br />Re-enforcement<br />Trade Nations<br />
  27. 27. Alerts Are a Must.<br />Push Notifications<br />Maximum 3 times a day<br />Uses<br />Tied to events or actions<br />Decay thresholds<br />Time thresholds<br />Maximum thresholds<br />Social<br />Visitors<br />Drive action and game progression<br />New Content/features<br />Discounting<br />
  28. 28. Compulsion Loops<br />Tangle of social obligations<br />Eliminate Pro<br />Gets users hooked and then asks them to pay<br />Dolphin Play<br />Dolphins need feeding<br />Bejeweled Blitz<br />Challenge friends<br />Farmville<br />Buy tractor, plow faster<br />
  29. 29. Constant Updates<br />Push notification keeps game top of mind<br />Examples<br />Improve game play<br />Add fresh content<br />Add social elements<br />Fix bugs<br />Pocket God<br />37 updates were released for the iOS version of the game as of February 23, 2011, <br />
  30. 30. Cashing in<br />
  31. 31. Game Balancing<br />Having multiple options or routes to victory<br />User can buy a quicker route<br />Smurf’s Village<br />“…blatant attempt to push user into buying massive amounts of in-app currency.”<br />
  32. 32. 16 out of 25 top grossing iPhone game apps are using in-app purchases<br />iTunes Top Grossing 03/31/2011<br />
  33. 33. 10 out of 25 top grossing iPhone game apps are using the free-to-play model<br />iTunes Top Grossing 03/15/2011<br />
  34. 34. Free vs Paid<br />Revenue Share By Monetization Type (United States)<br />
  35. 35. With W3i’s Ad-funded Payment Platform<br />Fully Branded<br />Recommend apps for virtual currency <br />Easy for user to participate—no cash outlay required<br />Higher conversion rates<br />Increased life-time value<br />Fully brand for your app<br />Your virtual goods<br />Customized interface<br />User install history<br />Easy to integrate<br />
  36. 36. 3rd Party Developer Simulation Game<br />raiX Fish Farm<br />After<br />Ad Funded Payment Platform<br />Before<br />In-App<br />Purchases<br />+54%<br />
  37. 37. Sold Millions, Now What?<br />
  38. 38. Licensing<br />
  39. 39. Questions<br />Contact:<br />Twitter: W3i<br />Blogs: W3i<br />SmartAppMarketing AppMarketingTips<br />

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