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John Kivit - Mobile Pioneers




    Appstores: facts, tips & tricks
?
Services                                           SHAREFORCE




     Mobile apps                 Web apps

     iPhone, iPad, Android   PHP, Drupal, HTML5, CSS3




                                     Appstores: facts, tips & tricks
SHAREFORCE



    Idea        Need (*)    Concept             Pioneer




  Features      Sketch      Budget (*)          Choices        Plan




  Design       Platform    Development           Testing      Production




Introduction   Marketing    Analyze             Evaluate      Promotion




                                         Appstores: facts, tips & tricks
People                 SHAREFORCE




         Appstores: facts, tips & tricks
Smulweb                                  SHAREFORCE



          Number 1 in category food & drinks!
                  Android, iPhone, iPad.




                           Appstores: facts, tips & tricks
Blog Idea Factory                 SHAREFORCE




                         Android & iPhone:
                         • Dutch Cowboys
                         • Dutch Cowgirls
                         • Mobile Cowboys
                         • Style Cowboys




                    Appstores: facts, tips & tricks
Schiphol Valet Parking                 SHAREFORCE




                         Appstores: facts, tips & tricks
WOWcal / WOWpaper                           SHAREFORCE




          iPhone    Android




                              Appstores: facts, tips & tricks
SHAREFORCE




This
is
what
really
counts!




          Appstores: facts, tips & tricks
FACTS


?
FACTS



 Smartphone                                                               Tablet



41%                                                                                           39%


                     59%                                    61%




      Yes   No                                                               Yes        No


                 Source: Multiscope / The Netherlands / March 2013 / N = 1.012


                                                                                 Appstores: facts, tips & tricks
FACTS


                        Smartphone brand
50%




40%
       41%


30%




20%
                20%


10%
                               13%
                                                  9%
                                                                    6%                            7%
                                                                                        4%
0%
      Samsung   Apple          HTC               Nokia          Blackberry      Sony Ericsson    Other




                        Source: Multiscope / The Netherlands / March 2013 / N = 1.012


                                                                                        Appstores: facts, tips & tricks
FACTS


                               Tablet brand
60%



      51%
50%




40%




30%


               23%
20%


                                                                                                  13%
10%
                          5%
                                          2%              2%              2%             2%
0%
      Apple   Samsung     Asus           Sony           Google           Acer           Archos    Other




                        Source: Multiscope / The Netherlands / March 2013 / N = 1.012


                                                                                        Appstores: facts, tips & tricks
iOS version                                                                                         FACTS




“79% is on iOS 6 version”
                (iOS 5 = 8%, iOS 4 = 13%)




              Source: Multiscope / The Netherlands / March 2013 / N = 1.012


                                                                              Appstores: facts, tips & tricks
Android version                                                                                        FACTS




              Source: http://developer.android.com/about/dashboards/index.html


                                                                                 Appstores: facts, tips & tricks
Appstores: size                         FACTS




                  Appstores: facts, tips & tricks
Appstores: downloads                         FACTS




                       Appstores: facts, tips & tricks
Appstores: downloads                         FACTS




                       Appstores: facts, tips & tricks
Appstores: retention                         FACTS




                       Appstores: facts, tips & tricks
Appstores: revenue                         FACTS




                     Appstores: facts, tips & tricks
Summary                                                        FACTS




      HARD & SOFTWARE

      Smartphones            20%       > 50%

      Tablets                51%       > 25%

      Latest software?       79%        53%



      APPS

      Total                 775.000    800.000

      Downloads (monthly)   Billions   Billions

      Revenue                 ++         +/-




                                         Appstores: facts, tips & tricks
TIPS & TRICKS


?
10 tips                                                                                        TIPS & TRICKS




          1.    Focus on needs            (Solve a problem, remove friction, satisfy a need)

          2.    Get niche                 (Get big, get niche or get lost)

          3.    Magic powers              (What are your USP’s?)

          4.    Borrow, but don’t steal   (Learn from best practices)

          5.    Prioritize                (Moscow model)

          6.    Start small               (Release early, release often)

          7.    Keep it simple            (Don't make me think)

          8.    Motivate                  (Gamification, Behavioral game theory)

          9.    Share                     (Viral effect of social media)

          10.   Spread your budget        (50% development, 50% marketing)




                                                                           Appstores: facts, tips & tricks
Ask for reviews                 TIPS & TRICKS




                  Appstores: facts, tips & tricks
Make content shareable                 TIPS & TRICKS




                         Appstores: facts, tips & tricks
Cross promote your app                         TIPS & TRICKS




   web to app     free to paid         app to app




                                 Appstores: facts, tips & tricks
Appstores: app discovery                 TIPS & TRICKS




                           Appstores: facts, tips & tricks
Appstores: app discovery                                      TIPS & TRICKS




                App discovery




                        Source: Searchman SEO




                                                Appstores: facts, tips & tricks
TIPS & TRICKS




Search rules!
You have to know ASO
             App Store Optimization




                   Appstores: facts, tips & tricks
TIPS & TRICKS




Remember the 90’s?
(iOS 5 = 8%, iOS 4 = 13%)




We built websites: nobody visited
Online marketing was the solution

Now we build apps: nobody downloads
Focus on app store optimization
(iOS 5 = 8%, iOS 4 = 13%)




                            Appstores: facts, tips & tricks
ASO cheat sheet                                                                                                                                                                 TIPS & TRICKS

                                                                                                                                                               latest changes appear in red
                                                        APP STORE OPTIMIZATION CHEAT SHEET
                                                                                   v2.3 - 01/28/13                                         latest version on http://bit,ly/aso-cheat-sheet


                                        App Name                                                                                      App Icon
    Choose a descriptive app name, with most relevant keywords                               Don't use words in icon
    Use URL-safe characters only                                                             Keep it simple
                                                                     Get details             Design with details
                                                                                             Design an icon consistent with app design
                                       App Keywords                                          Stand out from the crowd / innovate
    Use the whole allotted 100 characters                                                    Consider using borders on icon so it looks good on all backgrounds
    Don’t repeat app name as keywords                                                      Resources:         iOS Icon Gallery              App Icon Template
    Choose keywords for which you can rank high                                                                                                                                    Get details
    Use numbers instead of spelled out words
    Research your competitor's keywords                                                                                           App Screenshots
    Localize keywords                                                                        Use all available screenshots, most relevant screenshot first
    Use single form keywords to save chars                                                   Use non-generic-in-app screenshots (not your splash screen)
                                                                   Get details               Localize screenshots
   Resources:        AppCod.es             MobileDevHQ     SearchMan                         Add explanations / combine screenshots
                    App Store Rankings                                                                                                                                             Get details


                                   App Description                                                                                  App Ratings
    Keywords not searchable: focus on convincing the reader                                  Let users know how to reach you directly (website, app page, within app)
    Get the first 3 lines very right                                                         Have friends & family download and give 5 star reviews at launch
    Include social proof (awards, blog/users reviews)                                        Make sure the support URL on App page is correct (and useful)
    Insert main features and benefits list                                                   Ask (only) engaged users for ratings - use third party SDK/code
    Localize description                                                                     Listen, reply quickly and fix problems
                                                                     Get details                                                                                                   Get details
                                                                                           Resources:         App Booster          AppBoy Apptentive
                                       App Updates
    Fill the "What's New" field thoroughly                                                                                       App Facebook Likes
    Add call to action to encourage updating                                                 Encourage your community to Like your app on the App Store
                                                                     Get details


                               This resource is brought to you by Apptamin.com. You should sign up for free (no spam) email updates here.
                                                                                                                                           Appstores: facts, tips & tricks
Summary                                                                               TIPS & TRICKS



 ENTRY PROCESS
 Account setup                Confusing                 Easy

 App validation?                 Yes                     No
 App live delay               5 - 14 days               None


 OPTIMALISATION                                                                                   TODO:
 App name                    3 - 225 chars         Unlimited chars                    Keywords in name!

 App icon                  Impact downloads      Impacts downloads         Clean & clutter-less, stand out
 Keywords                      100 chars            In description                     Use keyword tools
 Description               Impacts downloads   Insert multiple keywords!           Write the perfect pitch
 Category                        > 20                    > 20                           Choose carefully
 Language / countries        More = better          More = better                        Localize content
 Screenshots               Impacts downloads     Impacts downloads                   Make it look perfect

 Promotional video                No                     Yes                           Show off your app
 Reviews                   Impacts downloads     Impacts downloads                        Ask for reviews
 Freshness                  Impacts search?           Blackbox                          Update regularly
 External links                No impact           Impacts ranking                      Don’t forget SEO
 Synonyms / misspelling?          No                     Yes
 Downloads                     No impact              Blackbox



                                                                     Appstores: facts, tips & tricks
Research your keywords                               TIPS & TRICKS


      www.mobiledevhq.com   www.appcodes.com/appsearch/




      www.searchman.com         www.appstorerankings.net




                                       Appstores: facts, tips & tricks
Marketing checklist                                                                     TIPS & TRICKS




      ONLINE

      1.    Business model experiments   (free / paid, discounted price limited time)

      2.    Review websites              (iPhone club, Techcrunch, Appadvice)

      3.    Online advertising           (Adwords, Mobile ad & affiliate networks)

      4.    Social media marketing       (Twitter, Facebook, Youtube)

      5.    Company media                (Website, landing pages, e-mail newsletter)



      OFFLINE
      6.    App launch event             (Case: Verdiende aandacht)

      7.    Press releases               (Go for free PR)

      8.    Events                       (Showcase your app)

      9.    Flyers                       (Find relevant spots & audiences)

      10.   Stickers                     (The Foursquare strategy)




                                                                        Appstores: facts, tips & tricks
Sources

App marketing
www.appclover.com/81-different-ways-to-promote-your-mobile-app-or-game/
www.app-promo.com/marketing-tips/
www.sparkpage.com/blog/top-mobile-marketing-blogs-resources/



Facts & stats
blog.appannie.com/app-annie-index-january-2013/
www.appannie.com
www.distimo.com
www.flurry.com
www.iosappstats.com
www.multiscope.nl
www.slideshare.net/anastasiaalikova/the-global-app-store-economy
www.slideshare.net/impigermobile/amazing-app-store-stats



App store optimisation
www.apptamin.com/android-app-marketing-101/
www.apptamin.com/ASO_Cheat_Sheet.pdf
www.apptamin.com/blog/optimize-play-store-app/
forumone.com/blogs/post/how-publish-your-mobile-app-google-play-and-apple-app-stores
www.slideshare.net/kolinko/
www.slideshare.net/searchmanseo/



Shareforce content
www.shareforce.eu/en/blog/10-tips-app-success
www.shareforce.eu/mobilepioneers/programma
www.slideshare.net/shareforce



                                                                                       Appstores: facts, tips & tricks
John Kivit
             06-55745256

       johnkivit@shareforce.eu
       www.linkedin.com/in/jkivit
                @jkivit

          www.shareforce.eu
    www.facebook.com/shareforce.eu




             Contact
?
usa@marketingpioneers.nl
www.marketingpioneers.nl

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John Kivit - Shareforce - Appstores: facts, tips, tricks - Mobile Pioneers

  • 1. John Kivit - Mobile Pioneers Appstores: facts, tips & tricks ?
  • 2. Services SHAREFORCE Mobile apps Web apps iPhone, iPad, Android PHP, Drupal, HTML5, CSS3 Appstores: facts, tips & tricks
  • 3. SHAREFORCE Idea Need (*) Concept Pioneer Features Sketch Budget (*) Choices Plan Design Platform Development Testing Production Introduction Marketing Analyze Evaluate Promotion Appstores: facts, tips & tricks
  • 4. People SHAREFORCE Appstores: facts, tips & tricks
  • 5. Smulweb SHAREFORCE Number 1 in category food & drinks! Android, iPhone, iPad. Appstores: facts, tips & tricks
  • 6. Blog Idea Factory SHAREFORCE Android & iPhone: • Dutch Cowboys • Dutch Cowgirls • Mobile Cowboys • Style Cowboys Appstores: facts, tips & tricks
  • 7. Schiphol Valet Parking SHAREFORCE Appstores: facts, tips & tricks
  • 8. WOWcal / WOWpaper SHAREFORCE iPhone Android Appstores: facts, tips & tricks
  • 9. SHAREFORCE This is what really counts! Appstores: facts, tips & tricks
  • 11. FACTS Smartphone Tablet 41% 39% 59% 61% Yes No Yes No Source: Multiscope / The Netherlands / March 2013 / N = 1.012 Appstores: facts, tips & tricks
  • 12. FACTS Smartphone brand 50% 40% 41% 30% 20% 20% 10% 13% 9% 6% 7% 4% 0% Samsung Apple HTC Nokia Blackberry Sony Ericsson Other Source: Multiscope / The Netherlands / March 2013 / N = 1.012 Appstores: facts, tips & tricks
  • 13. FACTS Tablet brand 60% 51% 50% 40% 30% 23% 20% 13% 10% 5% 2% 2% 2% 2% 0% Apple Samsung Asus Sony Google Acer Archos Other Source: Multiscope / The Netherlands / March 2013 / N = 1.012 Appstores: facts, tips & tricks
  • 14. iOS version FACTS “79% is on iOS 6 version” (iOS 5 = 8%, iOS 4 = 13%) Source: Multiscope / The Netherlands / March 2013 / N = 1.012 Appstores: facts, tips & tricks
  • 15. Android version FACTS Source: http://developer.android.com/about/dashboards/index.html Appstores: facts, tips & tricks
  • 16. Appstores: size FACTS Appstores: facts, tips & tricks
  • 17. Appstores: downloads FACTS Appstores: facts, tips & tricks
  • 18. Appstores: downloads FACTS Appstores: facts, tips & tricks
  • 19. Appstores: retention FACTS Appstores: facts, tips & tricks
  • 20. Appstores: revenue FACTS Appstores: facts, tips & tricks
  • 21. Summary FACTS HARD & SOFTWARE Smartphones 20% > 50% Tablets 51% > 25% Latest software? 79% 53% APPS Total 775.000 800.000 Downloads (monthly) Billions Billions Revenue ++ +/- Appstores: facts, tips & tricks
  • 23. 10 tips TIPS & TRICKS 1. Focus on needs (Solve a problem, remove friction, satisfy a need) 2. Get niche (Get big, get niche or get lost) 3. Magic powers (What are your USP’s?) 4. Borrow, but don’t steal (Learn from best practices) 5. Prioritize (Moscow model) 6. Start small (Release early, release often) 7. Keep it simple (Don't make me think) 8. Motivate (Gamification, Behavioral game theory) 9. Share (Viral effect of social media) 10. Spread your budget (50% development, 50% marketing) Appstores: facts, tips & tricks
  • 24. Ask for reviews TIPS & TRICKS Appstores: facts, tips & tricks
  • 25. Make content shareable TIPS & TRICKS Appstores: facts, tips & tricks
  • 26. Cross promote your app TIPS & TRICKS web to app free to paid app to app Appstores: facts, tips & tricks
  • 27. Appstores: app discovery TIPS & TRICKS Appstores: facts, tips & tricks
  • 28. Appstores: app discovery TIPS & TRICKS App discovery Source: Searchman SEO Appstores: facts, tips & tricks
  • 29. TIPS & TRICKS Search rules! You have to know ASO App Store Optimization Appstores: facts, tips & tricks
  • 30. TIPS & TRICKS Remember the 90’s? (iOS 5 = 8%, iOS 4 = 13%) We built websites: nobody visited Online marketing was the solution Now we build apps: nobody downloads Focus on app store optimization (iOS 5 = 8%, iOS 4 = 13%) Appstores: facts, tips & tricks
  • 31. ASO cheat sheet TIPS & TRICKS latest changes appear in red APP STORE OPTIMIZATION CHEAT SHEET v2.3 - 01/28/13 latest version on http://bit,ly/aso-cheat-sheet App Name App Icon Choose a descriptive app name, with most relevant keywords Don't use words in icon Use URL-safe characters only Keep it simple Get details Design with details Design an icon consistent with app design App Keywords Stand out from the crowd / innovate Use the whole allotted 100 characters Consider using borders on icon so it looks good on all backgrounds Don’t repeat app name as keywords Resources: iOS Icon Gallery App Icon Template Choose keywords for which you can rank high Get details Use numbers instead of spelled out words Research your competitor's keywords App Screenshots Localize keywords Use all available screenshots, most relevant screenshot first Use single form keywords to save chars Use non-generic-in-app screenshots (not your splash screen) Get details Localize screenshots Resources: AppCod.es MobileDevHQ SearchMan Add explanations / combine screenshots App Store Rankings Get details App Description App Ratings Keywords not searchable: focus on convincing the reader Let users know how to reach you directly (website, app page, within app) Get the first 3 lines very right Have friends & family download and give 5 star reviews at launch Include social proof (awards, blog/users reviews) Make sure the support URL on App page is correct (and useful) Insert main features and benefits list Ask (only) engaged users for ratings - use third party SDK/code Localize description Listen, reply quickly and fix problems Get details Get details Resources: App Booster AppBoy Apptentive App Updates Fill the "What's New" field thoroughly App Facebook Likes Add call to action to encourage updating Encourage your community to Like your app on the App Store Get details This resource is brought to you by Apptamin.com. You should sign up for free (no spam) email updates here. Appstores: facts, tips & tricks
  • 32. Summary TIPS & TRICKS ENTRY PROCESS Account setup Confusing Easy App validation? Yes No App live delay 5 - 14 days None OPTIMALISATION TODO: App name 3 - 225 chars Unlimited chars Keywords in name! App icon Impact downloads Impacts downloads Clean & clutter-less, stand out Keywords 100 chars In description Use keyword tools Description Impacts downloads Insert multiple keywords! Write the perfect pitch Category > 20 > 20 Choose carefully Language / countries More = better More = better Localize content Screenshots Impacts downloads Impacts downloads Make it look perfect Promotional video No Yes Show off your app Reviews Impacts downloads Impacts downloads Ask for reviews Freshness Impacts search? Blackbox Update regularly External links No impact Impacts ranking Don’t forget SEO Synonyms / misspelling? No Yes Downloads No impact Blackbox Appstores: facts, tips & tricks
  • 33. Research your keywords TIPS & TRICKS www.mobiledevhq.com www.appcodes.com/appsearch/ www.searchman.com www.appstorerankings.net Appstores: facts, tips & tricks
  • 34. Marketing checklist TIPS & TRICKS ONLINE 1. Business model experiments (free / paid, discounted price limited time) 2. Review websites (iPhone club, Techcrunch, Appadvice) 3. Online advertising (Adwords, Mobile ad & affiliate networks) 4. Social media marketing (Twitter, Facebook, Youtube) 5. Company media (Website, landing pages, e-mail newsletter) OFFLINE 6. App launch event (Case: Verdiende aandacht) 7. Press releases (Go for free PR) 8. Events (Showcase your app) 9. Flyers (Find relevant spots & audiences) 10. Stickers (The Foursquare strategy) Appstores: facts, tips & tricks
  • 35. Sources App marketing www.appclover.com/81-different-ways-to-promote-your-mobile-app-or-game/ www.app-promo.com/marketing-tips/ www.sparkpage.com/blog/top-mobile-marketing-blogs-resources/ Facts & stats blog.appannie.com/app-annie-index-january-2013/ www.appannie.com www.distimo.com www.flurry.com www.iosappstats.com www.multiscope.nl www.slideshare.net/anastasiaalikova/the-global-app-store-economy www.slideshare.net/impigermobile/amazing-app-store-stats App store optimisation www.apptamin.com/android-app-marketing-101/ www.apptamin.com/ASO_Cheat_Sheet.pdf www.apptamin.com/blog/optimize-play-store-app/ forumone.com/blogs/post/how-publish-your-mobile-app-google-play-and-apple-app-stores www.slideshare.net/kolinko/ www.slideshare.net/searchmanseo/ Shareforce content www.shareforce.eu/en/blog/10-tips-app-success www.shareforce.eu/mobilepioneers/programma www.slideshare.net/shareforce Appstores: facts, tips & tricks
  • 36. John Kivit 06-55745256 johnkivit@shareforce.eu www.linkedin.com/in/jkivit @jkivit www.shareforce.eu www.facebook.com/shareforce.eu Contact ?