Tal Zilberman - Optimization in a Mobile World - KahenaCon 2013

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Kahena Digital Marketing

Technology

Tal
Zilberman

VP
Online
Marke-ng

@Magisto

Magisto
–
The
Magical
Video
Editor

Select
Video
&
Photos
Choose
Edi-ng
Style
Add
Soundtrack

Op9miza9on

in
a
Mobile

World

2005
2013

Marke9ng
Channels

•  Owned
media
–
website,
blog,
social
channels

•  Paid
media
–
paid
search,
display
ads,
etc…

•  Earned
Media
–
PR,
buzz,
viral,
etc…

How
to
beat
the
trough
of
sorrow?

Paul
Graham’s
startup
curve

Get
users
in
the
front
door

Get
users
to
the
ah-‐ha
moment
as
fast
as
possible

Deliver
core
product
oﬀer
as
frequent
as
possible

Chamath
Palihapi3ya
–

How
we
put
Facebook
on
the
path
to
1
billion
users

”Get
any
user
from
0
to
7
friends
in
10
days"

Measure,
Try,
Test

The
Framework

ü  This
framework
drives
our
online
marke-ng
strategy

ü  Every
new
feature
is
categorized
in
one
of
these
buckets

‘Acquisition
’
GeRng
people
to
install
the
app

Mobile
App
Install
Ads

App
Store
Op9miza9on

‘Activation
’
GeRng
people
to
sign
up
(and
to
the
ah-‐ha!
moment)

’Retention’
GeRng
users
to
become
ac-ve

“Good
push
no-ﬁca-ons

drive
67%
of
app
usage

the
ﬁrst
month
aer

download…”
Urban

Airship

‘Referral’
GeRng
ac-ve
users
to
refer
others

ü  Clear
beneﬁt
(more
storage)
and
-ed
directly
to
the
core
product

ü  Simple
share
mechanism
to
Facebook,
Twi_er
and
email

ü  Fun
and
well
designed

Since
COPY
launched
less
than
90
days
ago,
it
gained
about
500k
users.

At
Magisto
we’ve
learned
only
30%
of
those
who
choose
to
share
via

Facebook
managed
to
share
successfully
due
to
poor
UX

Your
job
is
to
ﬁgure
out
how
to
move

users
from
one
state
to
the
next…

My
Bookmarks
Tweet
your

favorites
tool!

Сlickky is a leading platform for mobile user acquisition and traffic monetization. The platform offers a wide variety of solutions, tailored to the needs of mobile publishers. Clickky ensures easy integration and high eCPM rates. Its user-friendly interface enables publishers to reduce the number of actions required to launch ad campaigns. More useful info on our: - website: https://clickky.biz - blog: https://clickky.biz/blog Sign up!

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Tal Zilberman - Optimization in a Mobile World - KahenaCon 2013

1. Tal Zilberman VP Online Marke-ng @Magisto

2. Magisto – The Magical Video Editor Select Video & Photos Choose Edi-ng Style Add Soundtrack

3. Op9miza9on in a Mobile World 2005 2013

4. Marke9ng Channels •  Owned media – website, blog, social channels •  Paid media – paid search, display ads, etc… •  Earned Media – PR, buzz, viral, etc…

5. But what’s next?

6. How to beat the trough of sorrow? Paul Graham’s startup curve

7. Get users in the front door Get users to the ah-‐ha moment as fast as possible Deliver core product oﬀer as frequent as possible Chamath Palihapi3ya – How we put Facebook on the path to 1 billion users ”Get any user from 0 to 7 friends in 10 days" Measure, Try, Test

8. The Framework ü  This framework drives our online marke-ng strategy ü  Every new feature is categorized in one of these buckets

9. How does it work in mobile?

10. ‘Acquisition ’ GeRng people to install the app Mobile App Install Ads App Store Op9miza9on

11. ‘Activation ’ GeRng people to sign up (and to the ah-‐ha! moment)

12. ’Retention’ GeRng users to become ac-ve “Good push no-ﬁca-ons drive 67% of app usage the ﬁrst month aer download…” Urban Airship

13. ‘Revenue’ Mone-zing ac-ve users -‐

14. ‘Referral’ GeRng ac-ve users to refer others ü  Clear beneﬁt (more storage) and -ed directly to the core product ü  Simple share mechanism to Facebook, Twi_er and email ü  Fun and well designed Since COPY launched less than 90 days ago, it gained about 500k users. At Magisto we’ve learned only 30% of those who choose to share via Facebook managed to share successfully due to poor UX

15. Your job is to ﬁgure out how to move users from one state to the next…

16. My Bookmarks Tweet your favorites tool!

17. Thank you! @supermesh tal@magisto.com

Tal Zilberman - Optimization in a Mobile World - KahenaCon 2013

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