Getting your users hooked

1. GETTING YOUR USERS
HOOKED
BRIAN KRESS, MARKETING M

2. BRIAN KRESS
SWIRL
Strategy Director
CONSULTANT
Digital Strategy, Product Market Fit
AKQA
Strategy Director, Gaming Group
THE RICHARDS GROUP
Group Head, Digital Strategy
2016 - NOW
2015 - 2016
2014 - 2015
2006 - 2014

4. THE FIRST STEP TO
BUILDING A COMPANY
IS UNDERSTANDING
CUSTOMER MOTIVATION

5. WHAT JOB ARE YOU HIRED TO
DO?
Don’t add features or functions to your
product based on the category or
demographics of your audience.
Find the job that customers “hire” your
product to do for them, then find new
ways to make that job easier, better, or
more fulfilling.
Source: Clayton Christensen, Harvard

7. HAVE YOU EVER…
Checked your phone but you don’t know why?
Opened Snapchat to do one thing, but find
yourself laughing and tapping 30 minutes later?
Given up on finding the perfect international
phone plan and just going for whatever is easiest?

9. Great products plug holes by establishing
strong customer habits.
IT’S NOT BY ACCIDENT

10. Source: B.J. Fogg, Stanford
High Motivation
Low Motivation
EasyDifficult
😲
😂
Habit-forming products
make it easy to do
things people are
already motivated to do.

11. WHAT IS YOUR ADDICTION LOOP?

12. TRIGGE
R
REWAR
D
ACTIONINVESTME
Source: Nir Eyal

13. TRIGGE
R
REWAR
D
ACTIONINVESTME
“Ugh... I can’t believe I
tapped then! I should have...
UGH!”
Tap, tap, tap, “NO!” Tap, tap,
tap, tap, “NO!” Tap…
“I can do better. This game
can’t beat me.”
“I almost beat my high score
last round. I bet I’ll be Mike’s
next.”

14. TRIGGE
R
REWAR
D
ACTIONINVESTME
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?
Source: Nir Eyal

15. TRIGGE
R
REWAR
D
ACTIONINVESTME
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?
Source: Nir Eyal

16. TRIGGE
R
REWAR
D
ACTIONINVESTME
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?
Source: Nir Eyal

17. TRIGGE
R
REWAR
D
ACTIONINVESTME
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?
Source: Nir Eyal

18. TRIGGE
R
REWAR
D
ACTIONINVESTME
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?

19. TRIGGE
R
REWAR
D
ACTIONINVESTME
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?

20. TRIGGE
R
REWAR
D
ACTIONINVESTME
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?

21. RECAP
1. Find the “job-to-be-
done” that competitors
are making difficult
2. Begin making that job
easier to accomplish
3. Create new habits with
your product
4. Create addiction
loops with a Trigger,
Action, Reward, and
Investment
5.
😂

23. 5050plugging holes
(building your product)
filling your bucket
(gaining traction)
Spending your time wisely

24. CAMPAIGN DESIGN :
GOALS, CHANNELS,
KPIs
BRIAN KRESS, MARKETING M

26. G THEIR
JOURNEY
HELPS YOU
REACH THEM
WITH THE
RIGHT
MESSAGE AT
THE RIGHT

27. “Since they don’t know what works,
[Founders] try some sales, BD,
advertising, and viral marketing -
everything but the kitchen sink.
That is a really bad idea. It’s very
likely that one channel is optimal.
Most businesses actually get zero
distribution channels to work. Poor
distribution – not product – is the
number one cause of failure. If you
can get even a single distribution
channel to work, you have a great
business.” Peter Thiel

28. THE BULLSEYE APPROACH
1. Consider a wide universe of
tactics
2. Condense to fit customer
journey
3. Brainstorm and narrow into
strong, disruptive ideas and
execute
4. Test and narrow into a single,
core traction channel
5. Continuous optimization and
tactical ideation

29. 19 CHANNELS FOR MARKETING
 Targeting influencers
 Traditional PR
 Unconventional PR
 Search engine marketing
 Social and display ads
 Offline ads
 Search engine optimization
 Content marketing
 Email marketing
 Engineering as marketing
 Viral marketing
 Business development
 Sales
 Affiliate programs
 Existing platforms
 Trade shows
 Offline events
 Speaking engagements
 Community building

30. 8 CHANNELS FOR EIA
 Targeting influencers
 Traditional PR
 Unconventional PR
 Search engine marketing
 Social and display ads
 Offline ads
 Search engine optimization
 Content marketing
 Email marketing
 Engineering as marketing
 Viral marketing
 Business development
 Sales
 Affiliate programs
 Existing platforms
 Trade shows
 Offline events
 Speaking engagements
 Community building

31. ORANGE’S CUSTOMER JOURNEY
Learn Buy Get Use Pay Serve Retain
+ Insights: What does the customer think, feel, do?
+ Channels: Where does the customer go?
+ Opportunities: How might we make their job easier?

32. BRAINSTORMING GUIDANCE
 Controversy drives conversation: The worst thing you
could do is be uninteresting!
 The Law of Shitty Click-Throughs: Find platforms
new enough that other brands haven’t already
degraded.
 Influence the influencers: Find the people the large
media outlets follow, and target them.
 Focus on your customer: The conversation isn’t about
you, it’s about your customer. What’s a problem they
didn’t know they had?

33. TESTING SHOULD BE DESIGNED
TO ANSWER:
1. How many customers are available through this
channel strategy?
2. What is your conversion rate in the channel?
3. How much does it cost to acquire (time)
customers through this channel strategy?
4. What is the lifetime value of the customers
from this channel strategy?

34. Source Traffic CTR Conversion % Total Users
TechCrunch 200,000 1% 20% 400
Mashable 800,000 1% 20% 1600
reddit 2,300,000 1% 20% 4600
Product Hunt 80,000 3% 40% 960
Google Organic 100 11% 20% 2.2
Nice Media 3,000 2% 18% 10.8
Email Campaign 15 15% 50% 1.125
Tool 10 90% 90% 8.1
Referrals 5 50% 90% 2.25
Facebook 3 40% 80% 0.96
Twitter 11 20% 15% 0.33
Snapchat 500,000 1% 30% 1500
Pokemon Go 3,200,000 15% 3% 14400
Total Users 23,786

35. RECAP
1. Consider a wide universe of tactics
2. Condense to fit customer journey
3. Brainstorm and narrow into strong, disruptive
ideas and execute
4. Test and narrow into a single, core traction
channel
5. Continuous optimization and tactical ideation

36. CAMPAIGN DESIGN :
GOALS, CHANNELS,
KPIs
GETTING YOUR USERS
HOOKED
+
BRIAN KRESS, MARKETING M