[L]earned Media University Presents: "Content Strategies & Best Practices for Launching a Mobile App" What this class will cover: 1) The Mobile App Landscape 2) Three Content Strategies 3) Best Practices/Actionable Takeaways

1. SCHOOLING BRANDS™ 2
THE NEW AGE OF BUYER BEHAVIOR:
HOW THE EVOLVING TECH LANDSCAPE
IS FOREVER SHIFTING BRAND INTERACTIONS
AND CONSUMER EXPERIENCES

2. CONTENT STRATEGIES &
BEST PRACTICES
FOR LAUNCHING A MOBILE APP

3. SCHOOLING BRANDS™
WHAT THIS “CLASS” WILL COVER
The Mobile App Landscape1
2 Three Content Strategies
3 Best Practices/Actionable Takeaways

4. SCHOOLING BRANDS™
MOBILE APP LANDSCAPE

5. “
”SCHOOLING BRANDS™
MOBILE APP LANDSCAPE
There are more than
1.5MM Apps in Apple App Store
and more than 1.6MM in Google Play

6. “
”SCHOOLING BRANDS™
MOBILE APP LANDSCAPE
43% of US smartphone owners use only
4 to 6 apps on average every day
even though they have 40-70 apps installed

7. “
”SCHOOLING BRANDS™
MOBILE APP LANDSCAPE
After 24 hours, user engagement drops to 25%
after 30 days, it drops to 3.2%

8. “
”SCHOOLING BRANDS™
MOBILE APP LANDSCAPE
The top 25 apps can broadly be categorized as
Utilities, Social, Entertainment
and retail

9. “
”SCHOOLING BRANDS™
MOBILE APP LANDSCAPE
31% of users never allow push notifications
36% sometimes allow
33% always allow

10. SCHOOLING BRANDS™
THREE CONTENT STRATEGIES
UTILITY | TRANSITORY | POST TRANSACTION RELATIONSHIP

11. SCHOOLING BRANDS™
UTILITIARIAN-BASED CONTENT
Due to the sheer amount of content, both user-generated and
professionally produced, for brand-funded content to maintain a shelf life
beyond our ever-shortening attention spans, content that brands publish
should provide utility for the end user. Utilitarian-based content can provide
users with financial benefits, timesaving assistance, or quality of life
improvement. You can also think about it as providing functional versus
emotional benefits.

12. SCHOOLING BRANDS™
TRANSITORY CONTENT
Transitory Content is content that can be consumed in transit: on-the-go,
during a live experience, and/or out-of-home. Given its consumption
environment this content must deviate from traditional content that has
previously been consumed in-home, at-work and, primarily, on your desktop
or via the comfort of your couch.
Transitory content should be snack-sized (micro), non-linear (plot relying on
an independent stand-alone format), portable (transitioned seamlessly from
device to device) and on-demand (instantaneously available).

13. SCHOOLING BRANDS™
POST TRANSACTION RELATIONSHIP
Increased datapoints and data-access coming from users’ phones and even
wearables provide a very unique opportunity for brands to take users
relationships to the next level. Brands can now interact with their users on a
customized, individualized and personalized level throughout the
entire relationship process.
This will enable brands to build more profitable and longer-lasting
relationships over time, and further cement themselves as the preferential
brand in a particular category.

14. SCHOOLING BRANDS™
BEST PRACTICES / ACTIONABLE TAKEAWAYS

15. SCHOOLING BRANDS™
ACTIONABLE TAKEAWAYS
Pre-Launch MarketingONE
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Your marketing efforts start the moment you begin working on your app.
Seek out potential users as early on in the app creation process as possible.
These should be real app users who can provide quality feedback and
eventually become champions of your app.
Your marketing investment should start soft at the beginning, then continue to
build, and eventually peak with its arrival in the app stores.
Some pre-launch marketing tactics may include social media, email marketing,
blogging, beta tester campaigns, sneak peek content and a website landing
page to capture email addresses from prospective users.

16. SCHOOLING BRANDS™
ACTIONABLE TAKEAWAYS
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Create a Video
Once your app is available in market, you’ll want as many people as possible to
know it exists, and most importantly what it does.
Video is one of the most expressive and effective ways to show off your app’s
interface and capabilities. Consider creating a short animated or live action
explainer video that demonstrates its features and functionality.

17. SCHOOLING BRANDS™
ACTIONABLE TAKEAWAYS
Host a Launch Event
There is nothing like getting prospective users and promoters of your app in a
live environment and in one room all together.
Select a venue that is easy for everyone to get to and be sure to set a date
more than just a few weeks out.
Consider finding a location that has TV screens to display your app throughout
the event.
Make sure to save time for some informal programming where your founders
or creators can say a few words introducing the app and get everyone in the
room to take their phones out and download it right away!
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18. SCHOOLING BRANDS™
ACTIONABLE TAKEAWAYS
Press, Press and More Press
Awareness and credibility are both critical components to launching any new
project and it’s no different when you’re launching an app.
Reach out to everyone on your press list. Then make a list of relevant
reporters, bloggers and any other partners to let them know about your
launch.
Be sure to include information about your app such as screenshots and a few
sample Tweets and Facebook posts.
Don’t forget to monitor all social media channels closely so that you can
respond to anyone who’s talking about you with a simple “thanks” or retweet
when appropriate.
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19. SCHOOLING BRANDS™
ACTIONABLE TAKEAWAYS
Put Download Links EverywhereONE
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Just like it says above. Put download links everywhere!
In email signatures, on physical signage, on social media pages, websites, and
all of your marketing emails,

20. SCHOOLING BRANDS™
ACTIONABLE TAKEAWAYS
Community Management & SupportONE
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There’s no better way to invest your time than on your existing users who are
engaging and interacting with you. Make sure to setup a customer support
system such as ZenDesk to monitor conversations and organize any needed
support tickets.
Best practice would be to get back to all inquires within 24 to 48 hours. If you
don’t have the support to handle all of your inquires make sure to set up an
auto-responder and let your users know a timeframe when they can expect to
receive a response.
Make sure to review your app store feedback and reviews on a regular basis
as your users may be leaving helpful tips on what you can do to make their
app experience better.

21. SCHOOLING BRANDS™
ACTIONABLE TAKEAWAYS
Leverage InfluencersONE
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Influencer marketing has taken off in recent years because digital ad formats
are performing poorly and users are able to avoid and/or block them often at
will. Influencer marketing or sponsored content (also known as native
content), are great ways to make sure your content gets seen by the most
relevant of audiences.
Find top social media and digital influencers in your space that already have
an audience similar to those you want to attract as users. Make a deal with
them to promote your app in a genuine and authentic way in exchange for
cash or another form of compensation. Leveraging influencers not only
enhances your app’s exposure but it also gets the cool-factor for being
associated with the respective influencers.

22. SCHOOLING BRANDS™
ACTIONABLE TAKEAWAYS
Pay to Play
While earned media is undoubtably the holy grail of marketing, social
networks have wised up and begun to require brands to pay up in order to
reach their existing fans and followers. Facebook, Twitter and now Instagram
all have ad formats specifically designed for acquiring mobile app downloads.
Consider deploying several A/B test campaigns on multiple channels to see
which performs best in terms of conversations and then go all in.
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23. SCHOOLING BRANDS™
THANK YOU
Thank you for participating in
[L]EARNEDMEDIAUNIVERSITY
CONTENT STRATEGIES & BEST PRACTICES FOR LAUNCHING A MOBILE APP

24. SCHOOLING BRANDS™
[L]EARNED MEDIA
About Us
[L]earned Media is a full service creative marketing agency schooling brands
since 2012.
Contact
To learn more about [L]earned Media, visit www.learnedmedia.com
or contact CEO, Sam Zises, sam@learnedmedia.com